Virtual activities and social distancing during summer

Ongoing AMC Global research finds the pandemic is negatively impacting the ability to stay in touch with friends and extended family

As we continue to explore consumer behavior during COVID-19 in collaboration with OpinionRoute, we decided to look at summer activities in the United States during the pandemic. The research showed that summer get-togethers in the are quite different in 2020, with virtual and socially distanced gatherings high on the list of activities. More than half of the respondents report restaurant outings, mostly indoors. And, while most report staying in touch with close family, the pandemic is negatively impacting the ability to connect with friends and extended family over the summer. 

You can see a full representation of the data here or click on the callout below.

Key findings for the week of July 27: 

• During the pandemic this summer in the U.S., 51% percent of respondents report spending time with family and friends via a virtual social gathering, with 47% reporting social gathering in-person at a distance. 
• Fifty-three percent of people went to a restaurant so far this summer, with 44% eating indoors at the restaurant, 38% eating outdoors.
• Respondents report that staying in touch with family and friends is more difficult this summer, with 28% seeing close family members less often, 39% seeing extended family less often, and 43% seeing close friends less often.

A complete representation of the data can be found here.

We also conducted an update study on alcohol usage in conjunction with this wave. Responses show that 27% of people are consuming alcohol more frequently during the pandemic, with 45% consuming the same amount as before. We also found that younger consumers age 21-35 are drinking more alcoholic beverages than before, with 40% drinking more rum, 33% more spiked seltzers, 30% more wine beverages, 41% more beer.

Want some help meeting consumers with the right products and services as they navigate these times? Let's do some planning together and identify opportunities in today's market.