Sexual intimacy is up, according to a new study released by BrandKeys, which joined with TheCustomer, the weekly newsletter covering the customer insight universe, to survey the effect of Covid-19 on consumer behavior. The survey was conducted in conjunction with Suzy, the on-demand research software platform.
The initial wave of research found daily routine activities were altered in 78% of 18 activities tracked. Wave 2 of the survey (conducted the week of April 13) found significant changes to 61% of those initial benchmark measures.
Twenty-two percent (22%) of activities like shopping online and sexual intimacy are significantly higher. Thirty-nine percent (39%) of activities like working from home and watching movies are seeing lower consumer participation. An equal percentage (39%) saw no change in activities like Social distancing and watching news shows.
Personal care is down from people participating much more from 15% to 11% in just one week. If you find yourself getting up later, showering later or not every day, and spending the day wearing sweats or your tee-shirt, you’re not alone, says Robert Passikoff, president, BrandKeys.
The coronavirus pandemic and social disruption has had a major impact on daily life. Some changes are self-evident, and all are COVID-19 cause-and-effects, said Passikoff. “Even with a flattening infection and death these are marketplace modifications marketers need to prepare for now.”
Increased Behavior
The following four activities have seen significant increases in consumer involvement:
o Shopping Online (20% from 17%)
o Sexual Intimacy (11% from 8%)
o Snacking (16% from 13%)
o Sleeping (13% from 11%)
“If you think you see a pattern to these increased consumer activities, you wouldn’t be wrong,” noted Passikoff
Decreased Behavior
The following seven activities have seen significant decreases in consumer participation:
o Watching movies (15% from 23%)
o Managing daily tasks (9% from 13%)
o Personal care (11% from 15%)
o Eating (12% from 15%)
o Personal phone calls (12% from 15%)
o Working from home (31% from 34%)
o Reading (11% from 13%)
“Despite what you might think,” said Giambattista, “There’s just so much time consumers want to spend binging, and there’s just so many times you can vacuum your living room.”
What Hasn’t Changed (Yet)
The following seven activities have seen no changes in consumer involvement:
o Online activities (excluding shopping) (26%)
o Watching news shows (19%)
o Texting (15%)
o Exercising (11%)
o Drinking Alcohol (6%)
o Social (distant) interactions (6%)
o Shopping (brick-and-mortar) (5%)
The New, ‘New Normal’ For Marketers and Customers
“We recognize that the coronavirus has created a ‘new normal’ as regards compulsory, volunteer, and invented consumer behavior,” noted Passikoff, “Ordinarily we’d look at brands first, but these are not ordinary times, and it’s premature to ask about changes in brand preference when customers’ behaviors are changing so dramatically. Behavior will define the landscape where brands and marketers will have to compete tomorrow and six months from now.” “