Wave 3: Americans start to feel more negative

Mindshare's weekly POOL survey examines how COVID-19 is affecting media consumption, consumer behaviors, and more. The third round of research (known as Wave 3) took place W/C March 25th, with over 1300 respondents.

Wave 3 has four key insights:

• Americans are in a time of crisis, not only worried about their health, but now their future as financial and economic worries emerge. While these negative emotions continue to grow, hope does as well, as they see it as a time where the communities have to come together in an effort to stop the spread of coronavirus (COVID-19).

• Americans are spending more time at home with the continued cancelation of live events, banning of group activities, and enforcement of social distancing. And they’re missing the in-person connection of being together their friends, family, and coworkers – whether that’s going out to meals, running errands, or giving/receiving hugs.

• To ease the strain, they are turning to comedic content and starting to practice more self-care. And beyond wanting brands to take actions related to donations and advocacy, close to half of Americans are asking brands to provide tips to relieve stress.

• Overall, the awareness of what brands are doing in regards to coronavirus continues to rise, as nearly half of Americans can describe what actions they’re seeing taken. Increasing as well is Americans’ time spent with media, particularly online and watching video (both live and streaming).

More stats and data: