Leaf Group Announces Results of Innovative Study on Consumer Behavior Due to COVID-19
August 27 2020 - 8:00AM
Leaf Group Ltd. (NYSE: LEAF), a diversified consumer internet
company that builds enduring, creator-driven brands, today
announced the findings of a comprehensive survey across the
company’s largest digital properties. Leaf Group’s extensive
audience reach, combined with deep relationships with its readers,
resulted in insightful data useful for advertisers seeking to build
brand campaigns focused on engaging consumers in a COVID-19
environment.
With a sample size of over 20,000 participants
representing Leaf Group’s digital audience from Hunker,
Livestrong.com, Society6, and Well+Good, the survey aims to gain an
understanding of how perspectives have changed across a number of
categories, including cooking, cleaning, fitness, home decor, and
more, since April 2020.
The data, collected between April 6 - 13, 2020,
and again between July 9 - 16, 2020, show that, despite economic
uncertainty, Leaf Group’s audience is spending more online: 74% of
respondents say they are regularly shopping online in July vs. 54%
in April. Data also show a 16% increase in those prioritizing
wellness and beauty routines in July vs. April, and 69% of
respondents say organizing their home has become a part of their
regular routine.
When asked what readers were most worried about
right now, the majority of respondents reported the rise in
COVID-19 cases across the country, as well as the presidential
election were top concerns. The latest report also revealed
permanent changes to consumer behaviors, including prioritizing a
more home-centric lifestyle. Of Well+Good’s respondents1, 89% say
they will continue to cook at home even as businesses reopen and
stay-at-home orders ease. Additionally, 75% of Well+Good
respondents say they will continue to participate in at-home
workouts and 66% will adopt at-home beauty or self-care routines,
even after stay-at-home orders are lifted, while 63% of survey
participants from Livestrong.com2 say they have no plans to return
to the gym after it reopens. 67% of Hunker respondents3 plan to
spend the same amount on home goods or plan to spend even more in
the second half of 2020.
In addition to COVID-related behavior changes,
the study includes insights into how consumers expect brands to
respond in fighting systemic racism. For example, rather than
passively observing the unfolding developments, the majority of
respondents reported actively seeking out information to learn more
about systemic racism and how to fight it. Additionally, two times
as many people surveyed want companies to take proactive action to
support BIPOC-owned businesses rather than focusing solely on
supportive communications and social messaging.
“This study gives us an incredibly nuanced view
into how people are feeling and what they are doing in response to
a constantly changing public health, cultural, and political
climate,” said Jay Ku, Senior Vice President, Brand Partnerships at
Leaf Group. “Utilizing this data allows us to make insightful
strategic and creative recommendations for our brand partners that
are sensitive to how consumers are feeling right now.”
This data set unveils a true look into how
brands can shape their messaging to reach their audience during
this time. To see the full results and learn more about the study,
visit https://study.leafgroup.com/.
About Leaf GroupLeaf Group Ltd.
(NYSE: LEAF) is a diversified consumer internet company that builds
enduring, creator-driven brands that reach passionate audiences in
large and growing lifestyle categories, including fitness &
wellness (Well+Good, Livestrong.com and MyPlate App), and home, art
& design (Saatchi Art, Society6 and Hunker). For more
information about Leaf Group, visit www.leafgroup.com.
Media ContactsSharna DadukVice President,
Communicationssharna.daduk@leafgroup.com
Susan TurnerDirector of PR, Fitness &
Wellnesssusan.turner@leafgroup.com
1 Leaf Group Consumer Study, Well+Good (n = 1,843)2 Leaf Group
Consumer Study, Livestrong.com (n = 3,761)3 Leaf Group Consumer
Study, Hunker (n = 1,234)
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