8 Consumer Trends during Quarantine
By Ziwei Chen
While COVID-19 has hit our health unexpectedly, quarantine has influenced our daily lives unexpectedly as well. Among all the different roles we play in our lives, how have our behaviors as consumers changed during this special time?
Household Supplies
Since the beginning of the COVID-19 outbreak, we have seen overnight out-of-stocks on toilet paper, paper towels, and sanitizers across the U.S. From mid-March to early April, consumers have increased most of their spending on household supplies, followed by non-food products for children.
Food and Grocery Delivery
Food and grocery delivery are thriving, thanks to COVID-19. Unable to go out to shop physically, older people and even people who used to be suspicious of online shopping are adopting this new routine and getting used to the convenience it offers. If the quarantine continues, over 40% of people stated that they will likely keep using food delivery online.
Virtual Communication
As many people around the world are executing social distancing during COVID-19, the virtual communication technology is becoming a necessity. According to the mobile app tracker Apptopia, video conferencing app Zoom was downloaded around 40 million times worldwide during March. Similarly, WhatsApp experienced a 40% usage increase worldwide.
Media consumption
ComScore reported that the total digital visits to government websites (the CDC, NIH, and WHO) were up 425% during March 9–15 compared to January 6–12, reflecting the soaring need for news among the public. In addition, media consumption, in general, has changed noticeably, including more investment in subscription services like Netflix and Disney+.
Home wellness
Interest in wellness continues to boom during this pandemic as people still want to stay healthy and feel good. People are figuring out ways to stay active at home, and fitness equipment and instruction videos are becoming popular alternatives. As a result, workout apps such as Peloton and CorePower Yoga are offering free online classes to catch this trend.
Gaming
The gaming audience is growing as people are spending more time at home. 21% of people expect to spend more on video games due to COVID-19. The increasing interest in gaming is also reflected in the popularity of game-viewing platforms such as Twitch, YouTube, and Steam.
Online dating
Singles are becoming more active on online dating platforms. During March, Tinder had a 10 to 15% increase in daily message volume. In addition, singles are also figuring out ways to compensate for the absence of in-person interaction. For example, the Inner Circle had a 50% increase in people suggesting video calls.
Community
Quarantine is bringing people together to support their neighbors and communities. More people are stepping out to do grocery and prescription shopping for their neighbors who have difficulty leaving home. What we are seeing is not only a shift in what people are buying, but also how people are buying.
Profeitero took a more comprehensive look into what Americans were searching for and buying on Amazon between March 1 and 21. Researchers recognized 7 major need states during the COVID-19 crisis and grouped them into a Hierarchy of needs.
About the Author: Ziwei Chen
Ziwei is a consumer-oriented, data-driven marketer who integrates the arts and sciences of marketing to help drive business success.
