New York, NY, 07/13/2020
As the US struggles to shake off the COVID-19 virus, new GfK research suggests that the battle will be uphill. In interviews conducted last week, roughly half of Americans who had recently socialized in groups reported that they ignored distancing and mask protocols at least part of the time.
The latest wave of interviews from GfK’s Consumer Pulse studies shows that 65% of Americans socialized in groups ranging from five to 20 or more during the week of June 22nd. Of those who did socialize,
GfK also found that
Looking just at the largest (20-plus) gatherings, GfK learned that
GfK also found that 42% of Americans feel strongly that being asked to wear a mask does not infringe on their personal rights – but 36% do believe (strongly or somewhat) their rights are being compromised.
When asked about visits to specific places, 42% of those who had been to a restaurant reported ignoring the distancing and/or mask guidelines. Among those who went to a swimming pool, the proportion jumped to 69%. And 61% of those who had visited friends or relatives eschewed the CDC recommendations.
GfK’s Consumer Pulse research covers 30 countries, allowing brands and marketers to #MasterTheCrisis by understanding consumer attitudes, behavior, purchase intent, media consumption, and more – both now and in the future. The research reveals changes in demand for goods and services, as well as which sectors and channels present risks or opportunities, so that companies can respond with confidence and come out of the crisis stronger, better positioned, and closer to consumers than before.
As part of this research, GfK interviewed a representative sample of 1,039 US consumers (ages 16 to 65) during June29th through July 1st, 2020.
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