THE MOUTH, APRIL 8TH, 2021 –– Nielsen released the findings of a new study covering American consumer sentiment about COVID-19 and media usage. According to this consumer sentiment survey, consumers eighteen and older now show increased confidence with respect to consumer behavior. The survey looked at three segments reflecting attitudes about the pandemic. People who are “Ready to Go,” those who “Proceed with Caution” and consumers who “Wait and See” when it comes to resuming normal behavior.

Visiting car dealership.

‘The Ready to Go’ segment peaked at 61% in the March 2021 survey compared with 34% in April 2020. The more pessimistic group of ‘Wait and See’ consumers dropped to 9% in March 2021 compared with 29% a year ago. Other key consumer sentiments about recovery from the pandemic, 82% now say that stores that were closed have started to open again compared with only 40% in April of last year. 64% agree that it is safer than it was a month ago, compared to 38% in April 2020. 72% agree that their town is starting to emerge from the crisis versus 44% a year ago.

The study showed that heavy radio listeners are more likely to make big-ticket purchases within a year. Heavy radio listeners are 18% more likely to purchase or lease a new or used vehicle in the next year, and 64% are more likely to buy a house in the next twelve months, compared to total adults.

“As Americans continue to navigate the pandemic, the future looks promising,” said Brad Kelly (R), Managing Director, Nielsen Audio. “Consumers are becoming more optimistic and resuming more normal activities, especially heavy radio listeners. AM/FM listeners are more likely to be out and about and spending more time in their vehicles.”

Also noted: Nearly 3 in 10 consumers expect to do more in-store shopping in the months ahead compared with the 11% who expect to do that less. This is a good sign for the local retail economy in the coming months. Consumers expect to do less in-store pick up, less curbside pickup, and less home delivery from local stores in the next year which suggests that fewer restrictions are likely to spark a return to more normal local shopping habits.