In this week’s Harris Poll Tracker, we gain insights on the longer the pandemic goes, the greater the demand to get back to normal activities, such as travel. Travel is the battleground between fear and desire in America and it could be a key indicator in returning to our new normal. We also see social issues and safety continue to make waves.
Travel & Leisure – AAA did not issue a Memorial Day travel forecast for the first time in over 20 years, as 95% of Americans chose to stay home over the holiday weekend.
Social Issues in the Driver’s Seat – Americans have sacrificed a lot for themselves and their families amid covid-19 but even more so now, we are looking to our leaders for direction during these continued uncertain times. We are vulnerable as a nation right now, and some more than others. Safety continues to be a topic of discussion in society and in return to the workplace.
*Many organizational leaders worry the improvements made in diversity, inclusion, and the climate will be lost in companies looking to recover as quickly as possible. However, vulnerability to COVID-19 is shared by all and Americans may lose trust of organizations that no longer seem to have our collective best interest in mind.
Sign Me Up – Free trials or subscription sign-ups rose 35% in March/April among music, news, fitness or online learning services, but do Americans plan to keep these for the long term? 33% of online learning/news and 20% of online fitness subscribers plan to drop the service after payment is required. Now is the time to retain new customers and provide additional personalized experiences to keep them engaged with your content.
America Runs (to the water?) – One in five Americans now count themselves as one of the new runners in the pandemic running boom. Most are looking for both mental and physical benefits and want to improve physical health but also relieve stress and anxiety. Running is an activity that doesn’t require equipment.
WHAT THIS MEANS FOR OUR INDUSTRY:
A lot has been made of trying to understand whether pandemic behaviors and routines will become long-lasting (outdoor physical activities, subscription sign-ups) or if they are just stopgaps. Americans will keep looking for outdoor activities to combat cabin-fever and the stress and anxiety of the current environment for both themselves AND their families. Americans are not traveling far but there is an itch to get out and explore new things safely. Fishing and boating are the remedy we all need and the water is open to EVERYONE. Now is the time to equip the nation with the tools they need to safely get out on the water and develop or rekindle their love for fishing and boating.
RBFF receives these weekly consumer insights from its partners at Colle McVoy. This study was fielded online among a nationally representative sample of 2,032 U.S. adults between May 20-22, 2020.
Stay tuned to the RBFF Blog for additional weekly consumer insights related to COVID-19.