U.S. purchasing influenced by social conduct portrayed in ads due to COVID-19 in 2020

Consumer purchasing intent influenced by social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020

CharacteristicMuch/somewhat more likelyNeither more nor less likelySomewhat/much less likelyDon't know/no opinion
People hugging 2% 35% 58% 5%
People kissing 2% 33% 59% 6%
People shaking hands 3% 34% 57% 5%
People standing less than 6ft apart 10% 39% 47% 5%
People participating in video calls 47% 44% 3% 5%
People practicing 'social distancing' 51% 40% 4% 5%
Created with Highcharts 7.2.2Share of respondents2%2%2%2%3%3%10%10%47%47%51%51%35%35%33%33%34%34%39%39%44%44%40%40%58%58%59%59%57%57%47%47%3%3%4%4%5%5%6%6%5%5%5%5%5%5%5%5%Much/somewhat more likelyNeither more nor less likelySomewhat/much less likelyDon't know/no opinionPeople huggingPeople kissingPeople shaking handsPeople standing less than 6ft apartPeople participating in video callsPeople practicing 'social distancing'
0%10%20%30%40%50%60%70%80%90%100%110%120%
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Release date

March 2020

Region

United States

Survey time period

March 20 to 22, 2020

Number of respondents

2,200 respondents

Method of interview

Online survey

Supplementary notes

Question: "And in light of the coronavirus, if you saw an advertisement for a brand that showed the following, would you be more or less likely to purchase their product or service?"
Figures may not add up or exceed 100% due to rounding.

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Marketer perspective

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Consumer perspective

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Digital advertising

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