As the country slowly transitions to new, post-COVID norms, Numerator is providing monthly consumer survey insights to help brands better understand their buyers. Check back each month to learn more about how consumers are feeling, what they're comfortable doing, and when they expect to return to normal behaviors and activities. Subscribe below to get the latest consumer insights delivered to your inbox each month.
Looking Ahead: Monthly Consumer Sentiment Survey
About the Survey
Numerator's consumer sentiment survey is fielded to roughly 2,000 consumers on a monthly basis. All consumers are active members of Numerator's 100,000 person OmniPanel.
With vaccine efforts well underway across the country, we've also broken out responses by COVID-19 vaccine status and intention, based on Numerator's Premium Vaccine Groups. These responses roll into the "Total" view, which is approximately representative of these groups within the general population. The breakouts included are as follows:
- Vaccine Intention: Yes - Will get the COVID-19 vaccine when available to them
- Vaccine Intention: Unsure - Have not yet decided if they will get the vaccine
- Vaccine Intention: No - Will not get the vaccine when available to them
- Status: Vaccinated - Had received one or both doses of the vaccine as of 3/1*
- Status: Not Yet Vaccinated - Had not received a vaccine as of 3/1*
- Total - Roll-up of all groups, approximately representative of general population
*Note: The Premium Vaccine groups are static as of 3/1, meaning previously unvaccinated panelists may have received their vaccine since the initial groupings were made. As time goes on, we expect the behaviors and sentiments of the "Not Yet Vaccinated" group to approach parity with the "Vaccinated" group.
Consumer Levels of Concern: Health & Economy
- Nearly half of consumers are highly concerned about COVID-19, down slightly from last month. This is higher among those who are planning to get the vaccine and lower among those who don't plan to be vaccinated at all
- Over half of consumers are highly concerned about the current state of the economy, also down slightly from last month. Economic concern is higher than COVID concern, and level of concern remained relatively steady across all groups analyzed.
- Those not planning to get the vaccine are 3.5x more likely to be "unconcerned" with COVID-19 than the general population, and 13x more likely than those getting the vaccine.
Consumer Comfort Levels
- Comfort increased across the board compared to last month, particularly among those who had not yet received the vaccine as of 3/1, indicating members of this group have likely started receiving their vaccines as well.
- The average consumer is still very uncomfortable with most public / in-person activities. Despite this month's increase, many still say they would be "extremely uncomfortable" shopping inside a store without a mask, going to a bar or club, attending a concert or show, and commuting via public transportation.
- Those who plan to get the vaccine have higher levels of concern across the board than those who don't.
- Those not planning to get the vaccine are mostly comfortable with the majority of activities listed below. They are slightly more comfortable shopping in-store without a mask than they are with one, and are comfortable eating both indoors and outdoors at restaurants. About one third of them would be extremely comfortable going to a bar or club, or attending a concert or show.
Returning to Normal
- Optimism about a return to normal is highest among those who intend to or already have received the COVID-19 vaccine— these groups were almost twice as likely to rate their optimism 8/10 or higher compared to those who aren't planning to get the vaccine.
- Nearly half of consumers say they won't feel comfortable resuming regular activities until health experts advise it is safe. Over a third say they'll need to have received the vaccine in order to feel comfortable.
- Nearly a third of consumers are skeptical of resuming pre-COVID activities, and say they will likely be one of the last to resume, while about a fifth say they will resume when most others they know do.
- Consumers are shifting back their expectations on a return to normal. Last month, 61% thought they'd be back to their normal activities & behaviors by the end of Summer 2021— this month, that number is down to 53%.
- Half of consumers think their states are reopening at the right pace. This is highest among those who will or might get the vaccine, while those not getting the vaccine are more likely to think reopening is overdue.
- Over a third of consumers are more concerned about COVID-19 now that some states (not necessarily their own) are reopening. About half say their level of concern hasn’t changed.
For past insights into consumer behavior and sentiment as it relates to the COVID-19 pandemic, check out our survey insights from March 2020 through January 2021.