Wave 9: How people feel about restrictions lifting

Now in Wave 9, Mindshare's POOL survey continues to examine how COVID-19 is affecting Americans' lives, looking at changing consumer behaviors, media consumption, and more.

Wave 9 has four key insights:

• Sentiment remains negative overall, but as the country begins to ease stay-at-home restrictions both hope and confusion are rising. Many are concerned about the state of our economy and the broader effects of COVID, but they’re equally concerned that restrictions are being lifted too soon.
• While a majority of Americans live in areas where those restrictions have been eased, there’s a divide on how comfortable Americans are feeling about venturing out. And for many, there’s a need for reassurance and guidelines about what safety protocols or measures are in place for businesses that are re-opening.
• Americans report having established new routines, many of them virtual. Online shopping is the top reported digital activity, which a majority of Americans report to have done since the pandemic started. And there have been continued increases in celebrating milestones, like weddings, graduation, birthdays online. New hobbies and projects have also been started while at home, especially by Millennials who are more likely to have started a DIY project or have adopted a pet.
• Post-pandemic, Americans are likely to continue to shop at small or local businesses – along with continued consciousness of their health, wellbeing, and hygiene behaviors. Finances continue to be top of mind for Americans now and moving forward, and expected areas to trim in their budget remain consistent wave-to-wave.

More stats and data: