Nielsen Survey Shows Increased Consumer Confidence

RADIO ONLINE | Thursday, April 1, 2021

Nielsen

According to the most recent Nielsen Audio Consumer Sentiment survey, indicators show increased consumer confidence as we are at the one-year mark of the pandemic. In fact, 64% of Americans 18 and older said that they strongly or agreed somewhat that it is safer than it was a month ago, compared to 38% in April, 2020.

Nielsen hosted a webinar on Wednesday to present the results from its consumer Audio Sentiment survey, which was fielded in March to provide an understanding of how people feel about COVID restrictions and the economy in their local markets. Here's a look at these insights, plus fresh information on attitudes about the vaccines, as well as insights into how and what people are purchasing.

• Heavy radio listeners are more likely to make major purchases within a year, and are 18% more likely to purchase/lease a new/used vehicle, and 64% more likely to buy a new house.

• Among the employed, two-thirds now work outside the home, up nearly 70% since April.

• Workers at home due to COVID-19 declined by more than half since April 2020.

• All groups are using less public transportation due to COVID.

• Those spending an hour or more in vehicles is up 150% since April, and heavy radio listeners are more likely to spend an hour or more in the car.

• In March, the number of children attending in-person classes exceeded those attending virtual-only classes.

• Children of heavy radio listeners are more likely to attend in-person classes and less likely to attend virtual classes or be homeschooled.

• Nine in ten say the radio is on during the drive to school.

• Overall, consumers say 71% need to be vaccinated to get back to normal but "wait and sees" say it needs to be significantly higher.

• Among those who have gotten the vaccine or plan to get it, most expect to continue taking precautions after vaccination.

• Significant levels of concern remain about the health implications of COVID, with 65% more concerned with the health of a family member of a close friend than their own health (53%).

• 69% say that they are most likely to go to a routine doctor appointment in the next two months.

• Consumers implemented new ways to get items they bought during the pandemic. Before the pandemic, 69% of shoppers ordered items online to have them shipped to their home, compared to 78%, who are doing so now.

• Consumers expect to do more in store shipping and ordering online in the next twelve months.