InnovateMR Study Predicts Pandemic Will Have Long-Lasting Impact on Consumer Habits and Behavior

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InnovateMR, an industry-leading global digital survey solutions company, has launched an ongoing consumer pulse study to understand consumer perceptions, the impact on purchasing, and planning for a post-COVID-19 world.

In this turbulent environment, organizations urgently need access to consumer feedback to evolve and thrive.

The first wave of the project surveyed 1,034 US consumers. The sample was census balanced by age, gender, region, race, household size, and employment status. Wave one fielded from March 26-30, 2020. Innovate surveyed consumers on a variety of topics, including:

  • Current physical & mental health
  • Personal financial impact
  • Local, state, and federal government response
  • New activities during COVID-19
  • Delays in various activities during COVID-19
  • Changes in spending habits during COVID-19
  • Future activities and purchases planned following the COVID-19 pandemic

An executive summary of survey results from the initial wave is available here:

Early research findings indicate a marked difference in how Americans under age 30 are weathering the crisis, compared to those of older age cohorts. Americans under age 30 have endured the most significant impact financially, with 50% reporting they have lost income, versus 20% among age 30-49 and 22% among age 50+. 36% of those under 30 say they have delayed a job change because of COVID-19, compared to just 18% of those 30-49 and 5% of those 50+. As it relates to the future, younger Americans are particularly anxious; 62% of those under age 30 say they are feeling a high level of anxiety and fear about their future compared to 40% of those 50+. These findings may suggest opportunities to help young Americans channel their anxiety through new or rediscovered hobbies, sports, and routines.

Additional findings illustrate a digital-centric approach may prove fruitful for many organizations. Asked to imagine a post-COVID-19 world, 29% of respondents indicated they expect to increase their online grocery shopping, 29% expect to increase social media usage, and 32% plan to stay connected to friends and family via more frequent video chats. The ability to pivot and position offerings in the digital space will prove integral to organizational success.

Innovate’s Chief Research Officer, Lisa Wilding-Brown, commented, “In this turbulent environment, organizations urgently need access to consumer feedback to evolve and thrive. Many of the changes we’re seeing as a result of the pandemic will have a long-lasting impact on consumer habits and behavior. Now more than ever, researchers should be advising brands to measure the far-reaching social and economic impact of the coronavirus (COVID-19). Our consumer pulse offering is part of Innovate’s effort to help our partners navigate these challenging times.”

Market research professionals are encouraged to submit questions and topics for inclusion in upcoming project waves here:

About InnovateMR
InnovateMR is a fiercely independent sampling company that delivers Faster Answers™ from business and consumer audiences. As industry pioneers, InnovateMR helps market research agencies worldwide answer business questions and uncover insights with online and mobile surveys. Established by industry forerunners who launched both goZing and uSamp, the company’s co-founders have spent over two decades in the online sampling industry developing innovative methodologies to harness research technology and survey audiences around the globe.

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