WASHINGTON, USA - The fourth weekly Covid-19 US Sentiment and Purchasing Intent Survey, by international research company BVA BDRC, a significant rise in U.S citizens who believe that the worst is yet to come in the coronavirus pandemic - 46 per cent, up from the previous week’s measure of 37 per cent. Only 25 per cent of the population believe that the worst has passed.
There has also been a 50 per cent increase in people believing that a ‘close to normal’ life will not now happen until 2021 - 27 per cent of people polled, vs. the last two weeks’ figure of 18 per cent.
The research shows that the Boomer generation, 55 years’ plus, is going to be the toughest age group to convince to return to pre-Covid-19 levels of domestic and international travel, hotel stays, days out or trips to museums and cultural venues.
Matthew Petrie, President of BVA BDRC, said: “Our research shows that travel, leisure and entertainment companies are going to have to work twice as hard and communicate with absolute clarity the measures they are taking to keep their customers safe, if they are to convince high-spending Boomers back once the crisis is over.”
“The good news is that other age groups are continuing to anticipate resuming their social lives post Covid-19 and in some cases are now thinking about a one-month horizon, rather than a three-month horizon to start eating out and going shopping.”
BVA BDRC’s on-going surveys are designed to assess how the coronavirus crisis is impacting the overall sentiment and confidence of US and international consumers and evaluate how quickly they are planning to resume regular spending on leisure, travel, hospitality and cultural activities, all vital to helping economies recover and restore the millions of jobs currently lost or on-hold.
Unlocking consumer spending after coronavirus
Despite a rise in anticipation that the worst is yet to come and the feeling that normal life will take longer to resume, more U.S. consumers are anticipating resuming some of their general leisure activities within the next one-three months.
Despite a rise in anticipation that the worst is yet to come and the feeling that normal life will take longer to resume, more U.S. consumers are anticipating resuming some of their general leisure activities within the next one-three months.
34 per cent of all Americans anticipate going to a restaurant in the next month, up from 20 per cent on 15 April; 46 per cent plan on going shopping or visiting a mall in the next three months; confidence in making plans to go on a day out to a visitor attraction within the next three months has remained broadly stable at 35 per cent.
Worryingly for museums, only 23 per cent of people are making plans to visit a museum or cultural venue in the next three months, down from 28 per cent in the previous survey. 39 per cent were not sure when they would next go to a museum or cultural venue, up from 28 per cent.
Unsurprisingly, those aged 55 years plus (Boomers) were least likely to be planning a trip to a museum or cultural venue in the next three months reflecting the greater level of anxiety these visitors have when considering out-of-home activity (15 per cent of those questioned who were making plans).
To convince Boomers to visit, 64 per cent want venues to offer sanitizing hand gel or wipes through the museum with 61 per cent insisting on enhanced cleaning of public areas, controlled number of visitors (53 per cent) and enforced social distancing (49 per cent).
Amongst the general population, compulsory face masks for visitors get a vote from 36 percent whilst 35 per cent want to see staff wearing face masks.
Domestic and international travel post Covid-19
Americans’ expectation that they will plan and book a US vacation in the next one to three months remained stable, though one-third of Americans were unable to specify any timeline for their next domestic trip.
Americans’ expectation that they will plan and book a US vacation in the next one to three months remained stable, though one-third of Americans were unable to specify any timeline for their next domestic trip.
International travel plans fared less well with a slight downward trend for booking intentions in the next six months. However, there was an increase from 31 per cent to 37 per cent of people who did not want to put any timeline on their next international trip.
Tags: BVA BDRC
