Impact of COVID-19 on Consumer Behaviour

Rakuten Insight Global
on 14/04/2020

Findings from our survey on the Impact of COVID-19 on consumers behaviour in 12 Asian markets & the US. Key areas covered include: Trusted Sources of Information, Impact on Media Consumption, Impact on both Online & Offline Shopping Behaviour, Impact on Product Purchase Factors & Impact on Daily Life & Society.

Why was the research conducted?

The research was primarily conducted in order to understand the perceived impact of the virus on the consumers in our proprietary panels. By highlighting the impact on consumer behaviour in Asia & US, markets & businesses around the world will be able to compare & contrast the findings to their own situation

How was the research conducted?

The research was conducted online in 13 markets: China, Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, United States, Vietnam, with a sample size of 1,000 respondents per market, 13,000 in total. Respondents profile: 20+ y.o. respondents from Rakuten Insight proprietary panels, with good distribution on age, gender, region & occupation.

What are the key findings of the research?

Some of the key findings of the report:

- While people spend more time watching TV news or reading news websites, the time spent on following influencers or celebrities on social media is less than usual
- Consumers everywhere increase frequency of supermarket shopping to ensure their homes are well stocked
- More emphasis placed on core product attributes such as quality, durability & price when choosing products to purchase. More developed markets like Japan, South Korea & US expecting less impact in terms of these hygiene factors
- Consistently across our markets, people believe the coronavirus will impact the way we will work in the future which could be a positive amongst the gloomy economic forecasts
- Most markets believe there will be more working from home in the future which will increase family bonds. Lower confidence in Japan, Korea, Hong Kong & Taiwan that family bonds will improve as a result of telecommuting

Full research:

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Contributor's Name: Neil Cantle