94% of Consumers Say They Would Wear a Mask to Visit a Local Restaurant or Retailer
July 28 2020 - 11:00AM
IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of
influencer marketing technology, data, and services for the world’s
leading brands, released its latest research initiative today, “The
Second Wave: Consumer Intent as COVID-19 Cases Spike in the United
States.” The report is the latest in an ongoing study that examines
the impacts of COVID-19 on U.S. consumers in order to help
marketers and social media influencers navigate a changing
landscape. At the time of this survey there were different public
health restrictions in effect among States across the country.
Large spikes of Coronavirus cases have led policy makers to
reconsider the reopening of many businesses with much debate and
concern over the reopening of schools and restaurants in
particular.
The new report is available to download for free,
here: https://izea.com/covid19/second-wave/
IZEA fielded the study on July 17, 2020 as many state and local
governments were reversing policies and setting timelines for
children to return back to school. At the same time, many U.S.
consumers began to visit local retail and restaurant establishments
for the first time in months, with masks required at some and
optional at others. The majority of those who participated in the
study (95.7%) said they have left their house since the pandemic
began, up from 81.1% in April. Only 4.3% of respondents indicated
that they remain in lockdown in their homes. Results are based on
the responses from 1,251 U.S. Internet users ages 18-60+. The
special report is the sixth in a series of groundbreaking consumer
research studies that IZEA has published since the Coronavirus
pandemic began to take hold of American consumers in
mid-March.
Key Statistics for Mask Adoption Include:
- Consumers are willing to wear a mask. 94% of all respondents
surveyed indicated that they would be willing to wear a mask, if
required, to visit their favorite retailer or restaurant.
- Seniors are most concerned. 98% of those ages 60+ indicated
that they would wear a mask as compared to 91% of those ages
30-59.
- Social media support is strong. There is 53x more social media
being generated about the #wearamask movement vs. the #nomask
movement.
Key Statistics for Consumer Wellness
Include:
- Stress levels are dropping. The average stress level (rated
0-100) has dropped from “65” in April to “58” in July. We believe
this is due to a perceived normalization of COVID-19 routines and
operating environments.
- Parents remain most stressed. Parents with Children Ages 0-10
living at home are 1.2x more stressed than those with no children
living at home.
- Mental health impacts worse for the young. 45% of those ages
18-29 report declining mental health since being impacted by
Coronavirus vs. 24% of those ages 60+.
Key Statistics for Internet & Social Media Use
Include:
- YouTube sees largest increase in usage. 46% of social media
users indicated that they were spending more time on YouTube,
followed by 35% spending more time on Facebook.
- Cooking and recipe content, rule. 46% of all respondents
indicated that they have watched cooking or recipe content, up from
29.1% in April.
- Social media users looking to upgrade their laptops. Social
media users are up to 3.2x more likely to be considering a new
laptop, with 32.2% of Twitch users looking to upgrade.
Key Statistics for The Travel Industry
Include:
- Theme parks become even less attractive. Only 4% of parents
with minor children living at home say that they plan to visit a
theme park in the next 1-4 weeks, down from 9% reported on May
7.
- Hotels will remain largely vacant but interest is growing. Only
10% of all respondents say that they plan to visit a hotel in the
next 1-4 weeks, but that has increased from 7% in May.
- On the road again. 30% of all respondents indicated that they
plan to take a road trip this fall.
Key Statistics for The Home Improvement Industry
Include:
- Concern about third parties in the home persists. 43% of all
respondents say they would not allow a professional service person
to enter their home at this time.
- Consumers are investing in their home. 15% of all respondents
indicated that they plan to invest $1,000+ on a home improvement
project, up 1.9x from those surveyed in May.
- Lawn care equipment is in demand. 14% of all respondents who
previously outsourced lawn care say they are now taking on the
responsibility of lawn and garden care themselves.
Key Statistics for Local Businesses
Include:
- Back to the big box. 61% of all respondents indicated that they
plan to visit a big box store in the next 1-4 weeks, up 24% since
May 7 when only 37% planned a future visit.
- Gas up. 65% of respondents say they plan to visit a gas station
in the next 1-4 weeks, up 12% since May 7
- Eating at home. Only 20% plan to visit a local chain
restaurant, down 11% since May 7 when 31% of respondents felt
confident in visiting restaurants.
“While the second wave of Coronavirus is nowhere near the level
of consumer lockdown and business shutdown we saw during the first
wave, we are continuing to see the impacts of an ongoing shift in
consumer behavior,” said Ted Murphy, Founder and CEO of IZEA.
“People are venturing out in public again, but are still largely
restricting non-essential activity and avoiding potential hotspots
such as airports, theme parks, hotels, and theaters. Social
gatherings have shifted from large bars and restaurants to homes
and smaller, controlled environments, with consumers taking health
precautions including social distancing and wearing a mask when
they are in public.”
“We are very encouraged by the willingness of consumers to wear
a mask at restaurants and retailers,” said Murphy. “We are aware
that some of our clients have struggled with the decision to make
masks mandatory at their public locations, and we believe this data
demonstrates large scale consumer support despite individual
incidents of those refusing to wear a mask, that may be highlighted
in the media. We believe mask mandates will help our country to
fully reopen faster and encourage the adoption of strict mask
requirements.”
“While masks will help us to reopen, there is no question that
the consumer landscape has been forever altered by the coronavirus,
especially for those raising children in this uncertain time.
Parents with minors living at home are among those most
dramatically impacted by the pandemic as they grapple with the
challenges created for themselves as well as their dependent
children,” continued Murphy. “This is a key demographic for
marketers as this group spends more money in virtually every
category from cars to groceries. Fifty percent of parents with
minors at home indicated that they have permanently changed their
shopping habits to spend more online. That number climbs to 53% for
those parents who are 30-44 years old, the primary target for high
frequency consumer packaged goods. What we are seeing is a tectonic
shift in purchasing behavior that will favor the convenience and
safety of online shopping experiences. Those experiences will rely
on online marketing to raise awareness and drive sales. We believe
that influencer marketing is well-positioned to drive consumer
behavior and become a more significant portion of ad spend moving
forward.”
To view all of IZEA’s COVID-19 consumer research in full visit
izea.com/covid19.
About IZEA Worldwide, Inc.IZEA Worldwide, Inc.
(“IZEA”) operates IZEAx, the premier online marketplace that
connects marketers with content creators. IZEAx automates
influencer marketing and custom content development, allowing
brands and agencies to scale their marketing programs. IZEA
creators include celebrities and accredited journalists. Creators
are compensated for producing unique content such as long and short
form text, videos, photos, status updates, and illustrations for
marketers or distributing such content on behalf of marketers
through their personal websites, blogs, and social media channels.
Marketers receive influential content and engaging, shareable
stories that drive awareness. For more information about IZEA,
visit https://izea.com/.
Safe Harbor StatementAll statements in this
press release that are not based on historical fact are
“forward-looking statements” within the meaning of Section 27A of
the Securities Act of 1933, as amended, and Section 21E of the
Securities Exchange Act of 1934, as amended. For IZEA’s full safe
harbor statement, please visit
https://izea.com/safe-harbor-statement/.
- COVID 19 : Consumers Willing to Wear Masks
Martin Smith
IZEA Worldwide, Inc.
Phone: 407-674-6911
Email: ir@izea.com
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