Dentsu：2022年消费者报告之COVID-19复苏_16页_1mb.pdf

Dentsu Navigator: COVID-19 RecoveryNAVIGATOR | PROPRIETARY CONSUMER ESEARCHJanuary 202Wave 26NAVIGATOR AboutthesurveyHeadingintothethirdyearofthepandemic,itsclearourliveshaventchangedtheyarechanging,andwillcontinuetodoso.SinceMarch2020,dentsuhasfieldedamonthlyUSconsumersurvey,theresultsofwhicharepackagedintoourdentsuNavigator:COVID-19Recoveryreports.Thisreportisthetwenty-sixiteration.Y.Methodology Administered through online research panel, Toluna Fielded on January 10, 202 Random sample of 1,00 US respondents Age 18-70 years old Nationaly representative weighting acros gender, age and race/ethnicity (using latest publicly available US Census numbers)NAVIGATOR Wherewevebeen:ThepastthrewavesNovember2021OctoberConsumerconcernappearstobestabilizing.Aslightmajoritynowfeelthepandemicisbecomingmorecontrolable.Evenso,mostconsumersrealizethepandeicwilcontinuetobearealityforatleastanotheryear.AmericanscontinuetotakeprecautionslikewearingmasksandsocialdistancingwhilealsofeelingmorecomfortableoutinpublicasDeltawanes.Duringthesumer,thenovelspreadofDeltaraisedconsumerconcernandreversedsomeofthemomentumtheyfeltamidthespringvacinerelease.AfterseeingsomepositivesignsinOctober,consumersentimenthasplateauedacrostheiroutlookonthetrajectoryofthepandemicandconcernforhealthandeconomicrisks.January2022ConsumersfeelthatOmicronhassubmergedthemonceagainintothethickofthepandemic.Oursurveyfindscomfortinpublichitinga10-monthlow;however,wealsoseethatconsumersarefatiguedbytheconstanthealthrisks.Financialconcernsandinflationaredrivingmanyconsumerstobemorebudgetconsciousthannormalandcutstoessentialanddiscretionaryspendareexpected.NAVIGATOR Stages of Consumer Crisis Response: Retreating Under OmicronAsking Consumers to Self-Identify with The Stages of Crisis ResponseINITIAL SHOCK COMING TO GRIPS LIVING THE NEW NORMAL MOVING INTO RECOVERY POST-COVID LIFEOutbreak is spreading. Feling confusion, fear or anger about how will impact my lifeModifying daily routine. Many moments of frustration and anxiety, focusing on what I can controlStarting to setle into a new routine, adapting to the evolving crisisThere has been progres to mitigate the outbreak in my comunity and the nationFuly reconected to work and life without the threat of the outbreak hanging over me17% 27% 32%11%12%14% 21% 31% 19% 16%16% 21% 28% 17% 18%16% 25% 31% 14% 15%Consumershave for some time felt the normalcy they gained over the sumer sliping away. First with Delta, and now Omicron breaking records around the country, we se a sharp shift of consumers Coming to Grips with the latest wave and returning to Living the New Normal under COVID precautions. WAVE 23 SEPTEMBERQ: When it comes to a public health crisis such as the COVID-19 outbreak, there are often “phases” of how the response unfolds. Thinking about how the outbreak has impacted you and your daily life, which of the folowing phases do you fel like best aplies to your curent situation?WAVE 24 OCTOBERWAVE 25 NOVEMBERWAVE 26 JANUARYNAVIGATOR Consumers feel the TRAJECTORY of the pandemic loks increasingly pesimisticAs the Omicron surge continues to grow, consumers are feling increasingly pesimistic about the trajectory of the pandemic. Two-thirds of consumers currently fel the pandemic is either getting worse or out of control, a 19-point increase since November of last year.Q: Which of the folowing statements best describes how you fel about the trajectory of the pandemic in the US?12%11%15%26%25%18%20%28%17%15%24%44%40%30%28%38%49%47%40%18%23%37%33%20%15%18%14%6%7%9%11%7%7%9%7%5%5%5%8%6%May June July August Sept. Oct. Nov. Jan.Outlook On the TRAJECTORY of the PandemicIt is overIt is under-controlIt is geting beterIt is geting worseIt is out of control66% feel pesimistic33% fel optimistic-19 points since NOV. 21 NAVIGATOR Concern for the HEALTH risks of the pandemic has plateauedWhile consumers fel like the pandemic is geting worse, this hasnt translated into increased concern for health risks, which remains largely unchanged since fal of last year. In fact, while overall 56% of consumers continue to expres high concern, the share of those who are extremely concerned decreased by 7 percentage points since November. This may be due to fatigue, perceived imunity from being vacinated and/or infected, or that consumers are taking precautions.Q: How concerned are you about the risks of the pandemic to your health?44% Not/Somewhat concerned23%21%23%36%31%30%31%24%26%24%26%28%27%26%25%28%32%34%31%22%30%31%28%27%19%22%20%14%13%13%16%17%May June July August Sept. Oct. Nov. Jan.Concern Abouts Risks the Pandemic Poses to Their HEALTHNot ConcernedSomewhatConcernedVery ConcernedExtremelyConcerned56% Very/Extremely concernedOveral, no change but those Extremely Concerned decreased 7 pts since NOV. 21NAVIGATOR Concern for risk to the US ECONOMY remains flat, but highLike consumer concern over health risks, concern for the US economy remains flat since the end of last year -albeit, with a far greater share of consumers concerned (76% vs. 56%). However, the share of those who are extremely concerned has risen by 4 percentage points since October.31%30%32%33%37%39%41%43%33%32%34%38%36%35%34%33%27%30%26%15%22%20%18%18%10%9%7%6%6%6%7%6%May June July August Sept Oct. Nov. Jan.Concern About Risks the Pandemic Poses to the US ECONOMYNot ConcernedSomewhatConcernedVery ConcernedExtremelyConcernedQ: How concerned are you about the risks of the pandemic to the US economy?24% Not/Somewhat concerned76% Very/Extremely concernedOveral, no change but thoseExtremely Concerned increased 4 ptsSince OCT. 21NAVIGATOR Consumers remain concerned about the prospect of FUTURE VARIANTSOmicron apears to not have greatly afected the overal share of consumers who are concerned about future COVID variants, which has remained at 64% since October of last year. However, the share of those who are extremely concerned has increased by 6 percentage points over the same time frame.45%37%34%38%40%30%30%30%26%24%15%23%26%24%22%10% 10% 10%12%14%August Sept Oct. Nov. Jan.Concern About Future COVID VariantsNot ConcernedSomewhatConcernedVery ConcernedExtremelyConcernedQ: How concerned are you about future COVID variants36% Not/Somewhat concerned64% Very/Extremely concernedOveral, no change but those Extremely Concerned increased 6ptsSince OCT. 21NAVIGATOR Consumers COMFORT IN PUBLIC hits a 10-month lowThe share of consumers who fel more comfortable than uncomfortable in public has declined 8 percentage points since November of last year, and and 24 points since the peak in fal. This is likely due to Omicron as well as the fact that in winter, many public places are inside, where the virus spreads more easily.54%62%78%73%76%71%54%50%46%38%22%27%24%29%46%50%Jan. 2Nov.Oct.AugustJuneAprilMarchJan. 21Consumer Comfort or Discomfort Going Out In PublicComfortable UncomfortableQ. In the context of COVID-19, how comfortable are you curently going out in public? NAVIGATOR Half or more of consumers feel uncomfortable or are abstaining from activitiesQ. In the context of COVID-19, how comfortable are you curently doing the folowing activities? 55%51%51%50%50%49%46%41%37%36%34%34%25%36%35%19%34%21%31%26%27%23%18%20%18%16%10%14%30%16%29%19%28%32%40%46%46%47%59%Grocery shopingHealth/Medical-related apointmentsEntertaining guests at homeNon-grocery shopingStaying overnight at a hotelWorking at my ofice/place of workDining indors at a restaurantDomestic travelAttending an indor partyExercising at a gymAttending live ventsGoing to a barInternational travelConsumer Comfort Doing Specific ActivitiesAmong those that participate in said activitiesI do this and fel fine I do this but fel uncomfortable I do not do this because I fel uncomfortableAmong those that participate in said activities, around half or more fel uncomfortable or are abstaining entirely. Consumersfeel least comfortable gathering with strangers such as when traveling, going to a bar, live events or the gym. They fel most comfortable taking care of necesities such as grocery shoping or going to medical apointments and hosting atherings where they know guests.46% % that fel uncomfortable or are abstaining:49 49% 50 50% 51 54% 59 63% 64 66% 66% 75% NAVIGATOR Many Americans are being more budget conscious than normal A majority ofconsumers, 63%, say they were more budget-conscious over the past month than previous months. While 39% of consumers expect their financial situation to get beter over the next month, over one-quarter say it wil get worse.Q1. In the past month, do you find yourself being more or lesbudget conscious when shoping than in previous months? Q2: Which of the folowing best describes how you expect your personal financial situation to change over the next month? I was more budget conscious63%I was les budget conscious9%There has ben no change28%Change in Atitude Towards Budget Over the Past MonthGet beter39%Get worse27%Not to change34%Expected Change to Financial Situation Over the Next MonthThose who expect their finances to get worse are1.5x more likely to say theyre being budget-consciousNAVIGATOR Consumers are likely to scale back discretionary and non-discretionary purchasesInflation is more likely to impact how consumers spend their discretionary budget, however, over half of consumers are also loking to reduce their purchases of typical household necesities due to inflation. Consumers who say they are being more budget conscious than normal are significantly more likely to scale back purchases.Q: How likely are you to do the folowing over the next few eks? 53%Of consumers are likely to reduce purchases of household necesities over the next month due to inflation60%Of consumers are likely to reduce purchases of discretionary & impulse items over the next month due to inflationRises to 66% (124i)among those who say they are more-budget conscious than normalRises to 75% (125i) among those who say they are more-budget conscious than normalNAVIGATOR Over half of Americans fel negatively about the direction of the country56% of consumers fel negatively about the direction of the country compared to 4% who fel positively. Notably, just 14% of respondents fel the direction is completely positive, while 30% say somewhat positive. Younger generations are more likely to fel positively about the direction of the country than older generations.Q: In general, do you fel America is heading in a positive or negative direction? 14%30%30%26%Do you fel America is heading in a positive or negative direction? NegativeSomewhat negativeSomewhat positivePositive53%52%41%31%Gen Z Milenials Gen X Boomers+% of Those Who Fel Positively (Any) by GenerationNAVIGATOR Trust is the #1 most important brand attribute influencing purchaseWhen it comes to brand atributes or values, trust is king (65% rank it as important). Over 40% of consumers are also influenced by whether a brand treats employes wel and protects consuer privacy and data. One-third or more are influenced by loyalty programs, comunity involvement and seamles shoping experience.Q: Thinking about the brands that you purchase, which of the folowing atributes are important to you. Please select al that apply. 65%46%40%35%34%33%29%28%28%27%26%19%Is a brand I trustTreats employes welTakes action to protect consumer privacy and ataSurprises me with rewards for being a loyal customerGives back to the comunityHas a seamles shoping experienceLeads with inovationHas a personalized customer experienceIs comited to diversity and inclusionActs and comunicates with transparency about businesspracticesIs comited to sustainability (reducing carbon fotprint,sources products sustainably)Speaks up or participates in social causesBrand Atributes Important to PurchaseNAVIGATOR Consumers are contending with fluctuating need states as circumstances shift. Each month of the Navigator, it feels as if consumers are in a different relationship to the pandeic. In September and October consumer concern subsided as concern from Delta waned, now ith Omicron picking up before the holidays, consumers fel the pandemic is geting out of control once more. Cofort in public has hit a 10-month low after rising significantly over the suer. With so much in flux, consuers are left strugling to find consistency and fatigued by the constant risk-analysis. Brands can met this moment by staying agile as consumer-brand relationships evolve, focusing on brand salience to lock in loyalty, and taping into unique consumer indsets. Prepare for price sensitivity and a new focus on value. Consumers, especialy those who are feeling more financialy straped than normal, say they plan to cut back on purchases both esential and discretionary. While cuts to essential purchases are likely temporary measures, cuts to discretionary spending may last longer, at least while omicron stil makes consumers wary to travel, eat out and sek entertainment. Value brands wil rule in this landscape. Anew ave of inflation provides marketers with an oportunity to ofer more palatable money-saving solutions. Brandtrustincreasinglyinfluencesanddecidespurchases. For years weve sen declining trust in institutions. Inded, our survey finds over half of Americans believe the country is headed in the wrong direction. In this environment, we also se trust in brands rise. Consumers say it is the most important factor (price & quality were not options) influencing their purchase decisions. Building trust requires that brands operate at the intersection of culture, purpose and society. Consumers tel us they expect brands to treat employes wel, protect consumer privacy and give back to their comunities. Brands must lean into the power of trust to play a more meaning role in consumers lives.Implications for MarketersNAVIGATOR Thank youAboutdentsuPartofdentsu,dentsuinternationalhelpsclientstowin,keepandgrowtheirbestcustomersandachievemeaningfulprogresfortheirbusineses.Withbest-in-classervicesandsolutionsinmedia,CXM,andcreative,dentsuinternationaloperatesinover145marketsworldwidewithmorethan45,000dedicatedspecialists.Contact usInterested in regular insight into ever-changing consumers and an agency team that can turn insight into actionable strategy? Get in touch