u.s. travel tracker april 2020...urban center beach small town/countryside national park top...

U.S. Travel Tracker April 2020:

Emerging Consumer Segments

Skift Research

Haixia Wang, VP of Research

Research.Skift.com

https://research.skift.com/

Report Overview

Skift Research continues our quest to understand where consumers stand in their decisions about travel and what will change whenthey start to travel again through our monthly travel tracker survey. Our April survey was fielded on May 7–11, when some U.S. States had already reopened for businesses at various levels.

Overall, we saw some brighter signs across the board. While travel incidences were still dismal, people were more optimistic of the economic recovery and their personal financial improvement. However, is the worst really behind us? With no effective treatment for the virus, now it’s up to the travel industry to up the standards to make sure people can travel safely.

People react and respond to traumatic experiences at the scale of COVID-19 differently. In addition, people’s lives are affected by the pandemic differently. All these will shape how consumers open up to travel. Travel companies need to look deeper into these factors about their core customer segments and offer the right services for them.

In addition to revealing findings on how COVID-19 is impacting travel at the moment, we delve into a few consumer segments that might be resulted from COVID-19. We find that out of all the indicators, how COVID-19 has impacted a person’s life, real or perceived, has the strongest association with changing future travel outlook.

2

Survey Methodology

Skift Research’s monthly U.S. travel tracking surveys are conducted to examine the travel penetration rates and detailed travel behavior of the U.S. population. The sample population represents the demographic breakdowns of age, gender, income, race/ethnicity, and residential location of the U.S. Census Bureau. Respondents are asked to report if they traveled in the previous month and recall travel-related details if they did. Our January survey was fielded on February 25–28, 2020 with a total sample of 1,002. Our February survey was fielded on March 12–16, 2020, with a total sample of 1,085. Our March survey was fielded on April 8–13, 2020, with a total sample of 1,022. Our April survey was fielded on May 7–11, 2020, with a total sample of 1,077. All surveys were fielded online by a trusted third-party consumer panel provider.

In addition to the factual travel occurrences, we also asked respondents their perceptions on the macro-level economic condition as well as their personal financial and travel outlook. Given those questions reflect what respondents felt at the time of the survey, the date for those questions that we refer to in this report is the month when the survey was conducted, instead of the month when travel happened.

3

Key Takeaways• The U.S. travel industry might have put the worst behind it in April. Only 19% of Americans traveled in April,

compared to 46% of them who did so in January. • For those who did travel, it was not traveling for fun in most cases. People were traveling to visit family and friends

or stay closer to families during the crisis. • As a result, over 40% of April personal trips didn’t involve paid stays. Instead, people were staying in private

residences. • As many states start to reopen in May, consumers are feeling a lot more optimistic about the economic recovery

than in the last two months. • Travel booking cancellations and rescheduling in April were still as high as the March number. • However, the pent-up demand might trigger a travel surge, on condition that there is a high sense of safety. More

consumers expected to increase travel spending in the next 12 months in May than in February, pre-COVID-19. • In May, even more consumers said they were likely to change travel preferences post-COVID-19 than in April. Safety,

social distancing, and control of the environment all play crucial roles in choices of stays, transportation modes and destinations.

• Of all the demographic segmentations such as age, income, racial and ethnic background, education, marital status, and dependent children, only age and life stage seem to have some impact on when people will travel again and how they will travel, while most others don’t have a linear correlation with future travel intent.

• In terms of future travel intent, what stands out is how the perceived COVID-19 impact on life affects almost all measures of future travel outlook. Those whose life were deeply impacted, whether real or perceived, are much more likely to change their behavior Post-COVID-19 than those less impacted.

4

Key Topics

• Travel incidences Jan – April 2020• COVID-19 impacted travel Feb – April 2020• Changing consumer sentiments on the economic outlook Feb –

May 2020 • Changing consumer intent on future travel April – May 2020• Impact of COVID-19 on different consumer segments

5

Travel Incidences Jan – Apr 2020

• Number of U.S. consumers who traveled

• Changing trip purposes and destination types

• Trends for accommodation types and flights

6

45.9%

40.5%

25.0%

18.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Jan-20 Feb-20 Mar-20 Apr-20

% of U.S. Population Who Traveled Jan – Apr 2020

Source: Skift Research, May 2020

Travel Rates • Number of U.S. consumers who traveled dipped from 46% in January to 19% in April• As many states started to reopen in May, we are looking to see the number gets better

7

39% 39%

10%

5%

35% 34%

14%

9%

34%

28%

15%

9%

5%

2%

34%

16% 16%

11%9%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Visiting family/friends Vacation General business Business -convention/conference/trade

show

To stay with or near my familybecause of the coronavirus

To stay in a safer place thanwhere I live because of the

coronavirus

Top Travel Purposes Jan - Apr 2020


Source: Skift Research, May 2020

Travel Purposes • Leisure trips for vacation as a percentage of total trips in April dropped to more than half of February’s• Most of the personal trips were to visit family/friends or to stay near families because of the pandemic

8

31%

28%26%

12%

32%

26%28%

13%

30%

21%

33%

9%

28%

24%

37%

19%

0%

10%

20%

30%

40%

50%

Urban center Beach Small town/countryside National park

Top Destinations Jan - Apr 2020


Travel Destinations • With visiting family being the main purpose of travel, small towns and countryside continue the rise as

the most visited destinations

• National parks also gained share of visits as a way of avoiding crowds

Source: Skift Research, May 2020 9

60%

25%

6%

60%

23%

4%

50%

35%

6%

42% 41%

2%

0%

10%

20%

30%

40%

50%

60%

70%

A hotel A private residence A vacation rental

Main Accommodation Types Jan – Apr 2020


Accommodations • All paid stays continued to suffer losses• Private residence accounted for 41% of all personal travel stays in April

Personal trips onlySource: Skift Research, May 2020 10

Accommodations • B&B, all-inclusive resorts and campground all gained share slightly in April


A hotel 59.8% 60.0% 50.0% 41.8%

A private residence 24.8% 23.0% 34.6% 40.8%

A bed-and-breakfast inn 4.5% 4.1% 1.2% 6.1%

An all-inclusive resort hotel 2.4% 2.6% 2.5% 4.1%

A campground, trailer or cabin 1.5% 3.0% 2.5% 3.1%

A vacation rental 5.7% 4.4% 6.2% 2.0%

A hostel 0.3% 1.5% 1.9% 2.0%

Owned timeshare 0.6% 1.9% 0.6% 2.0%

A cruise ship 2.1% 2.6% 1.2% 0.0%

Other 3.9% 5.9% 3.7% 6.1%

What type of accommodation did you use for this trip?

11

28%

61%

30%

52%

20%

30%

9%

0%

10%

20%

30%

40%

50%

60%

70%

Personal Travel Business Travel

Trips That Include Flights in Jan - Apr 2020


Flights • Air travel continued the fall into the direst situation• Personal trips that included a flight was barely 9% in April


Transportations• 89% of April trips were taken by driving


Rental car 15.4% 12.2%

My own car 68.5% 76.5%

Bus 5.6% 3.1%

Train 4.3% 1.0%

Cruise 1.2% 1.0%

Flight 27.8% 30.0% 20.4% 9.2%

What type of transportation did you use during this trip?*

* Question was "Did you take any flight(s) during this trip?" for January and February surveys

13

COVID-19 Impacted Travel Feb – Apr 2020

• Number of booking cancellations and rescheduling

• Details of altered trip plans

• Discount-induced new travel bookings

14

10%8%

12%

18%

34%

17%

28% 29%

38%

19%

31%27%

0%

10%

20%

30%

40%

50%

Travel Cancellation Travel Rescheduling Travel Postponement Cancellation for UpcomingTravel

COVID-19 Impacted Travel Feb - Apr 2020

Feb-20 Mar-20 Apr-20

Altered Travel Planning • Travel plan changes as a result of the pandemic had yet to reach the bottom

• 38% of consumers cancelled pre-booked April travel, another 19% rescheduled pre-booked April travel

to a later date• 31% of consumers planned to book and take a trip in April but postponed the trip to later



Yes 9.7% 33.9% 38.0%

No 90.3% 66.1% 62.0%

Did you cancel any previously booked trip(s) that you were supposed to take this month

due to concerns about coronavirus?


1 75.2% 77.2% 80.9%

2 21.0% 19.7% 16.2%

3 or more 3.8% 3.2% 2.9%

How many previously booked trips for the month did you cancel?


In the U.S. 85.2% 85.1% 82.2%

Outside the U.S. 14.8% 14.9% 17.8%

Where did you plan to go for this trip?


Vacation 43.7% 31.1% 44.0%

Visiting family/friends 26.7% 26.7% 22.6%

General business 16.3% 16.7% 13.1%

Business - convention/conference/trade show 4.4% 13.3% 13.1%

What was the main purpose of this canceled trip?

Cancellation of Previously Booked April Trips• International trips accounted for 18% of all cancelled April trips

• Business events continued to account for a significant share of cancellations in April

16

Rescheduling of Previously Booked April Trips• Compared to March, more consumers in April rescheduled their trips to 7 months or later


Yes 7.6% 17.4% 18.8%

No 92.4% 82.6% 81.2%

In this month, did you reschedule any previously booked trip(s) that you were supposed

to take due to concerns about coronavirus?


1-3 months from now 27.7% 28.1% 22.8%

4-6 months from now 44.6% 33.1% 36.5%

7-9 months from now 13.3% 16.9% 19.6%

10-12 months from now 10.8% 13.5% 13.2%

More than a year from now 12.0% 12.9% 12.7%

When did you reschedule your trip(s) for?


In the U.S. 79.5% 84.3% 83.6%

Outside the U.S. 21.7% 19.7% 21.2%

Where did you plan to go for this rescheduled trip?


Vacation 50.6% 45.5% 54.0%




What was the main purpose of this rescheduled trip?

17

Postponement of April Trip Bookings• In addition to pre-booked trips, COVID-19 also deterred a significant number of planned but not-booked

travel in April


Yes 12.4% 28.3% 30.6%

No 87.6% 71.7% 69.4%

Did you plan to book and take any travel this month, but postponed due to concerns

about coronavirus?


In the U.S. 88.8% 86.2% 83.8%

Outside the U.S. 13.4% 16.6% 17.9%

Where did you plan to go for this postponed trip?


Vacation 45.5% 47.8% 47.4%




What was the main purpose of this postponed trip?

18

April Cancellation for Upcoming Trips• With all the uncertainties, cancellation of upcoming trips continued to be high in April

• Cancellation for upcoming international trips might continue to account for a large share as borders

remain closed


Yes 17.6% 29.5% 27.4%

No 82.4% 70.5% 72.6%

Did you cancel any previously booked trip(s) that are upcoming in the next few months

due to concerns about coronavirus?


In the U.S. 77.5% 79.4% 78.3%

Outside the U.S. 26.7% 23.9% 25.0%



Vacation 58.6% 60.8% 56.5%




What was the main purpose of this canceled trip?

19

7.6%

6.4%

8.3%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%


Travel Booking Due to Deeper Discount Feb – Apr 2020

Discount-Induced Travel Bookings in April• There was a slight uptake in travel bookings because of cheaper prices

• A rise in the number will be a good indicator of some level of certainty and confidence to travel


Discount-Induced Travel Bookings in April• A majority of those discount-induced bookings were to happen in the next 6 months

• Yet there was an increase in number of people who booked the trip for 6 months or later


Yes 7.6% 6.4% 8.3%

No 92.4% 93.6% 91.7%

In this month, did you book a trip that you would otherwise not consider because travel

companies were offering deeper discounts due to the coronavirus?


I took the trip already 21.7% 13.8% 9.5%

1-3 months from now 37.3% 33.8% 32.1%

4-6 months from now 27.7% 33.8% 31.0%

7-9 months from now 10.8% 10.8% 15.5%

10-12 months from now 7.2% 6.2% 9.5%

More than a year from now 6.0% 9.2% 11.9%

When was the trip booked for?


In the U.S. 88.0% 86.2% 84.5%

Outside the U.S. 14.5% 13.8% 19.0%


21

Changing Consumer Sentiments on the Economic

Outlook Feb – May 2020

• Changing concerns and impact levels of COVID-19

• Macro- and personal economic outlook trends

• Travel spending outlook trends

22

Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020

38% 38%

63%

24%

56%

30%

0%

10%

20%

30%

40%

50%

60%

70%

Very concerned A little concerned

Concern About the Coronavirus Outbreak Mar - May 2020

Mar-20 Apr-20 May-20

Concerns About COVID-19• Consumer concerns about the outbreak peaked in April

• By early-May, as number of cases went down and states were reopening, the concern level went down

23

Impact of COVID-19 on Life• Similarly, the impact on life also peaked in April

• By early-May, slightly over half of consumers said their life was very much impacted by the outbreak,

decreasing from 60% who said so in April


24

31%

60%

52%

0%

10%

20%

30%

40%

50%

60%

70%

Mar-20 Apr-20 May-20

% of Consumers Whose Life Was Very Much Impacted by COVID-19, Mar – May 2020

9%

29%31%

21%

10%

27%

36%

17%

12%

8%

31%34%

8%

18%

8%

25%

32%

11%

24%

8%

0%

10%

20%

30%

40%

50%

Much worse Slightly worse No change Slightly better Much better

Perception of the U.S. Economic Condition in the Next 12 Months

Feb-20 Mar-20 Apr-20 May-20


U.S. Economic Outlook• Despite the looming uncertainties and the high unemployment rate, consumers were much more

confident about the economic recovery in May than in March and April

25

6%

15%

36%

30%

13%13%

30%33%

14%

9%

16%

30%32%

15%

7%10%

26%

35%

22%

8%

0%

10%

20%

30%

40%

50%

Much worse Slightly worse No change Slightly better Much better

Perception of the Personal Economic Condition in the Next 12 Months

Feb-20 Mar-20 Apr-20 May-20Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020

Personal Economic Outlook • Outlook for personal financial situation followed the same trajectory

• Nearly 30% of consumers believed their financial situation would improve in the next 12 months in May

26

Survey was conducted on May 7-11Source: Skift Research, May 2020

U.S. Population Whose Employment Status Was Impacted by COVID-19 (May 2020)

Personal Economic Outlook • The optimistic outlook could be a result of consumer believing that their COVID-19 impacted job

situation in the last couple of months would improve when the outbreak gets under control

Yes30%

% of Population Whose Employment Status Was Impacted by COVID-19

26%

21% 21%

17% 16%

0%

5%

10%

15%

20%

25%

30%

I was laidoff

I am onfull

furlough

I am onpartial

furlough

I took asalary cut

Other

How People’s Employment Status Was Impacted

27

5%

11%

50%

26%

7%

13%

26%

42%

11%7%

14%

30%

37%

12%8%

4%

17%

37%

26%

15%

0%

10%

20%

30%

40%

50%

60%

Expect to decreasesignificantly

Expect to decreaseslightly

No change Expect to increaseslightly

Expect to increasesignificantly

Expectation of Travel Spending Changes in the Next 12 Months, Feb –May 2020

Feb-20 Mar-20 Apr-20 May-20


Travel Spending Outlook• More consumers expect to increase travel spending significantly NOW than in February

• The pent-up demand might be the reason for this thinking. However, the key question is how to travel

safely

28

Changing Consumer Intent on Future Travel

• Expected travel timing

• Expectation of travel changes due to COVID-19

• Likely accommodation, transportation, and destination

shifts post COVID-19

29

6%

27% 28%

13%9%

18%

7%

22%

26%

14%11%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Immediately In 1-3 months In 4-6 months In 7-9 months In 10-12months

In more than ayear

Expected Travel Time After Travel Restrictions Are Lifted, April and May 2020

Apr-20 May-20

Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020

Travel Timing Outlook• With slight decrease from April, there were still over 50% of consumers expecting to travel within 6

months after travel restrictions were lifted

• On the other end though, 21% of consumers said they would hold off traveling until one year or later

30


Travel Type Outlook• Two thirds of Americans expected their resumed travel to begin with a road trip

• Still, 20% of consumers said they would take a flight in their first trip

31

1%

4%

4%

8%

16%

26%

41%

2%

5%

5%

7%

16%

28%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

in the U.S., 100 or more miles away from home, by train/bus

in the U.S., less than 100 miles away from home, by flight

In the U.S., less than 100 miles away from home, by train/bus

Outside the U.S.

in the U.S., 100 or more miles away from home, by flight

in the U.S., 100 or more miles away from home, by car

In the U.S., less than 100 miles away from home, by car

Expected First Trip Trype, April and May 2020

May-20

Apr-20

37%

30%27%

42%

33% 32%

0%

10%

20%

30%

40%

50%

60%

Accommodation Transportation Destination

Consumers Who Expect to Change Travel Preferences Post-COVID-19, April and May 2020

Apr-20 May-20


Changing Travel Preferences• With no effective prevention or treatment, more people will opt for a travel journey they deem safer

• More consumers in May said they would reconsider where they stay, where they go and how they get to

the destination than in April

32

64%

7% 6%3%

6%

50%

23%18% 16%

9%

48%

23%

17%

24%

15%

0%

10%

20%

30%

40%

50%

60%

70%

Branded chain hotel Vacation rental(apartment, house)

Bed-and-breakfastinn

All-inclusive resorthotel

Independentboutique hotel

Preferred Accommodation Types Post COVID-19, April and May 2020

Jan/February 2020 Stays Preferred Stays Apr-20 Preferred Stays May-20


Changing Accommodation Preferences• For accommodation, what deems safer seems more subjective for now

• Perception of cleaning standards, control of environment, and exposure to the crowds all come to play in

people’s decisions

33

29%

77%

22%

12%

6% 6%

80%

21%

11%

5% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Car Flight Train Cruise Bus

Preferred Transportation Types Post COVID-19, April and May 2020

Jan/February 2020 Flights Preferred Stays Apr-20 Preferred Stays May-20Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020

Changing Transportation Preferences• Driving prevails as the most preferred transportation mode

• Convincing consumers to use other modes might involve much improved safety standards

34

27% 27%

12%14%

31%

14%

9%6%

50%

37%

30%

18% 17%16% 15%

9%

50%

42%

36%

17%

13%

22%

10% 10%

0%

10%

20%

30%

40%

50%

60%

Beach Smalltown/countryside

National park Amusement/themepark

Urban center Cultural/historicalheritage

Sporting (skiing,golfing, etc.)

Wellness retreat

Preferred Destination Types Post COVID-19, April and May 2020

Jan/February 2020 Destinations Preferred Stays Apr-20 Preferred Stays May-20


Changing Destination Preferences• Small town/countryside and national parks where you can exercise social distancing continue the rise as

preferred destinations in May

• Popular urban centers might face the biggest tourism challenge in the near future

35

Consumer Segments

36

• Age factor

• Life stage factor

• Impact of COVOD-19 on life factor

44%49%

60%62%

77% 79%

63%

42%

54% 56% 55%51%

72%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

18–24 25–34 35–44 45–54 55–64 65+ Total

% of Consumers Very Concerned About COVID-19, by Age, April and May 2020

Apr-20 May-20

Age Factor – Concerns About COVID-19• Back in April, age had a strong linear correlation with levels of concerns about the coronavirus

• However, except for the seniors, the age effect largely diminished for other groups


37

53% 56%61% 59%

65% 65%60%

48%52%

61%

53%47% 48%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

18–24 25–34 35–44 45–54 55–64 65+ Total

% of Consumers Whose Life Very Much Impacted by COVID-19, by Age, April and May 2020

Apr-20 May-20


Age Factor – Impact of COVID-19 on Life• Age factor on perceived COVID-19 impact on personal life followed the same trajectory as concerns

• In May, consumers at 35-44 age range had the highest percentage of indicating live was very much

impacted by COVID-19

38

45%40%

32% 32%

24%27%

32%34%

39%

28%

23%27%

18%

29%

0%

10%

20%

30%

40%

50%

60%

18–24 25–34 35–44 45–54 55–64 65+ Total

% of Consumers Expecting to Travel Within 3 months After Travel Restrictions Are Lifted, by Age, April and May 2020

Apr-20 May-20


Age Factor – Travel Timing• Similarly, by May, age is not a significant indicator of when to start traveling after travel restrictions are

lifted

39

53%49%

59%

51%47%

64%

54% 53%

61%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

All marriedor domesticpartnership

No childrenunder 18

Childrenunder 18

Allseparatedor divorced

No childrenunder 18

Childrenunder 18

All single No childrenunder 18

Childrenunder 18

Total

% of Consumers Whose Life Very Much Impacted by COVID-19, by Marital and Child Status (May 2020)

Life Stage Factor – Impact of COVID-19 on Life• Having children under 18 or not is a significant factor on how life is impacted by the pandemic

Survey was conducted on May 7-11Source: Skift Research, May 2020 40

29%

24%

35%

28% 28% 28%30% 30%

28% 29%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


No childrenunder 18

Childrenunder 18


No childrenunder 18

Childrenunder 18


Childrenunder 18

Total

% of Consumers Expecting to Travel Within 3 Months After Travel Restrictions Are Lifted, by Marital and Child Status (May 2020)


Life Stage Factor – Travel Timing• Married couples with dependent children were the least likely to expect traveling within 3 months after

travel reopening

41

42%39%

46%

35% 33%

40%

45% 43%

56%

42%

0%

10%

20%

30%

40%

50%

60%


No childrenunder 18

Childrenunder 18


No childrenunder 18

Childrenunder 18


Childrenunder 18

Total

% of Consumers Who Expect to Change Accommodation Preference Post-COVID (May 2020)

Life Stage Factor – Accommodation Preferences• Having children, regardless of marital status, is more likely to be associated with changing

accommodation preferences in the post-COVID travel


42

35%31%

40%

33% 33% 32% 33% 32%

44%

33%

0%

10%

20%

30%

40%

50%

60%


No childrenunder 18

Childrenunder 18


No childrenunder 18

Childrenunder 18


Childrenunder 18

Total

% of Consumers Who Expect to Change Transportation Preference Post-COVID (May 2020)


Life Stage Factor – Transportation Preferences• For transportation, only married and single parents had higher chances of changing preferences

• We didn’t find significant life stage association with destination preference changes

43

50%

14%

37%

28%

40%

32% 30%

51%

19%

63%

8%

29%

44%

29% 27%

52%

25% 23%

0%

10%

20%

30%

40%

50%

60%

70%

Worse No change Better Worse No change Better Decrease No change Increase

Economy Personal Finance Travel Expenses

Economic and Travel Outlook for the Next 12 Months, by Impact of COVID-19 (May 2020)

Less impacted Very much impacted


Impact of COVID-19 Factor – Economic and Travel Outlook• Significantly higher number of highly impacted consumers expected worse economic and personal

conditions in the next 12 months

44

36%

24%21%

19%22%

28% 28%

22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Within 3 months In 4-6 months In 7-12 months In more than a year

Expected Travel Time After Travel Restrictions Are Lifted, by Impact of COVID-19 (May 2020)


Impact of COVID-19 Factor – Travel Timing• The highly impacted were much less likely to plan to travel soon than the less impacted


45

29%

24%21%

53%

42% 42%

0%

10%

20%

30%

40%

50%

60%

Accommodation Transportation Destination

% of Consumers Who Expect Travel Preference Changes, by Impact of COVID-19 (May 2020)


Impact of COVID-19 Factor – Travel Preferences• The highly impacted were much more likely to change travel preferences post COVID


46

22%

15% 14% 12%

40%38%

25%22%

17% 17%

47%

54%

0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 6

To-Do Activities After the Pandemic Is Under Control, by Impact of COVID-19 (May 2020)



Impact of COVID-19 Factor – Behavioral Change• More highly impacted consumers indicated they would be more cautious spending money and would

avoid crowded spaces

• On the other hand, they were also more likely to plan on indulging in goods and experiences

• More research needs to be done on behavioral changes caused by COVID-19

1 - I will travel more to experience the world

2 - I will spend more money with companies that have helped

individuals and communities during the crisis

3 - I will spend more money purchasing goods and services that

make me feel good

4 - I will spend more money indulging in my hobbies and

interests

5 - I will be more cautious on spending money

6 - I will minimize going to places where there are big

crowds, such as malls, sports events, or museums

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Female 52.1% 52.5% 49.9% 50.5%

Male 47.5% 46.7% 48.5% 49.0%

Transgender / Non-binary 0.2% 0.5% 1.0% 0.2%

Prefer not to disclose 0.2% 0.3% 0.6% 0.3%

What is your gender?


18–24 10.2% 11.5% 9.2% 11.5%

25–34 18.5% 19.9% 17.9% 20.9%

35–44 20.1% 21.2% 22.0% 20.8%

45–54 19.6% 17.4% 16.1% 16.0%

55–64 14.5% 18.3% 15.9% 14.7%

65+ 17.3% 11.6% 18.8% 16.2%

What is your age?

Survey Demographics


Non-Hispanic White 64.7% 53.3% 63.5% 64.8%

Hispanic 14.5% 18.2% 16.4% 16.7%

Black 11.8% 16.1% 11.4% 10.7%

Asian 5.2% 8.1% 6.4% 5.4%

Native American 2.3% 1.8% 1.2% 1.0%

Other 1.6% 2.4% 1.2% 1.4%

What is your racial/ethnicity status?

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Less than $30,000 21.4% 23.9% 23.6% 22.4%

$30,000–$59,999 29.0% 28.1% 27.0% 25.9%

$60,000–$89,999 20.4% 18.3% 21.4% 21.2%

$90,000–$119,999 11.2% 11.6% 11.3% 11.6%

$120,000–$149,999 7.5% 6.9% 5.6% 8.3%

$150,000+ 10.6% 11.2% 11.2% 10.5%

What is your annual household income?


Employed full-time 42.2% 41.2% 41.5% 43.1%

Employed part-time 9.7% 10.0% 11.3% 12.0%

Self-employed 6.7% 8.2% 5.7% 5.0%

Retired 20.1% 19.2% 22.1% 19.4%

Unemployed 21.4% 21.5% 19.5% 20.6%

What is your current employment status?

Survey Demographics


Less than/some high school 2.5% 3.0% 3.3% 2.5%

High school 19.3% 20.3% 21.6% 18.7%

Some college 34.3% 32.4% 29.8% 31.2%

Bachelor’s degree 29.3% 28.8% 30.7% 32.5%

Master’s degree or higher 14.6% 15.5% 14.5% 15.2%

What is your highest level of educational attainment?

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Single (never married) 31.1% 33.3% 31.3% 35.4%

Married or domestic partnership 54.1% 53.3% 53.2% 50.6%

Separated or divorced 11.1% 10.0% 11.6% 10.0%

Widowed 3.7% 3.5% 3.8% 4.0%

What is your marital status?


Yes 29.3% 30.0% 27.8% 27.5%

No 70.7% 70.0% 72.2% 72.5%

Are you a primary caregiver for a child(ren) under the age of 18?

Survey Demographics

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