Wave 2 05/22/20
SCROLL THROUGH SELECTED CANADIAN RESULTS HERE Introduction Background & Research Objective
• In addition to being a public health crisis and an economic crisis, COVID-19 is a cultural inflection point. Changes in consumer attitudes and behaviors usually happen over months and years. Now seismic changes are compressed into days and weeks. • As we move through the phases of the pandemic, new consumer behaviors and attitudes will emerge. As this happens, will your brands be ready? • In order to help our clients answer this question, Dig has launched a syndicated tracker that will allow companies to understand how the consumer landscape is changing. Across several industries, we will also gain insight into how the consumer relationship with brands and categories is evolving over time. • The objective of this study is to provide our clients with an in-depth tracking of consumer attitudes, behaviors and experiences during and after this crisis. Tracking in both the U.S. and Canada, we provide insights across a variety of consumer categories.
2 Wave 2 Report Contents 05/22/20 Below outlines the contents of this report. Click on an area of interest below to go directly to that section.
Sample Profile E-Commerce Executive Summary Alcohol Cannabis Awareness of Coronavirus/COVID-19 CPG: Personal Care Segmentation CPG: Household Products Category Deep-Dives CPG: OTC/RX Insurance CPG: RTD Beverages Financial Services CPG: Salty Snacks Movies/Streaming Services Restaurant/QSR Home Improvement Coffee Grocery Stores Breakfast Drug Stores Gyms Shopping Malls
3 Wave 2 Methodology 05/22/20
• n=3234 Canadian panelists participated in a 20-minute online survey between April 26-May 6, 2020. • Respondents were screened to meet the following criteria: • Currently living in Canada • Aged 18-65 • Nationally representative by age, gender, and region
Survey Flow
Category Deep-Dive Screener Awareness & Concern Segmentation Category Deep-Dives Profiling Qualification
Respondents Respondents were assigned to were asked about complete 3 their consumer category deep- behaviors and dives. attitudes for category deep- dive assignment.
4 THE CONTEXT Wave 2 05/22/20 From Wave 1 to Wave 2, the number of reported COVID-19 cases in Canada remained roughly flat. Wave 1 Wave 2 Canada And, in spite of growing economic hardships, there is evidence of both increased optimism among Canadians, as well as a degree of “Caution Fatigue.” Daily Daily Avg= Avg= Wave 2 corresponds with more optimistic news headlines 1.7K 1.7K that reference the flattening of the curve and the beginnings of provinces “opening back up” again.
Headlines from Wave 1: Fieldwork: April 22-27 Headlines from Wave 1: Fieldwork: May 1-6
Community spread of COVID-19 has peaked in Ontario, Canada's top doctor 'cautiously but spread in long-term care settings is growing optimistic,' says country is Health expert urges provinces to flattening the curve 'find the middle ground' as they Ontario now 2nd province seeking ‘Worst is yet ahead of us’ begin to reopen military help in care homes; COVID- in coronavirus outbreak, Ontario allowing some 19 deaths top 2,000 in Canada WHO warns businesses to reopen on Nova Scotia is easing some of Monday 'under strict Canada’s economic recovery to its COVID-19 restrictions. rebound slower than in the US guidelines' Canada is officially in a recession; C.D. Howe Institute says. THE VIRUS Wave 2 05/22/20 46%-1pt Generally, fear and anxiety remain high among Canadians. Nearly half remain very concerned about Are VERY concerned COVID-19 and 50% fear getting sick, although notably, about COVID-19 this figure has fallen slightly (down 3 pts vs. Wave 1). Actual experience with COVID-19 remains relatively low in Canada, but now 25% (up 3 pts) believe they 71% 50% 64% -1pt -3pts (S) +2pts know someone who has had the virus. I am worried about my I fear that I might I don't think people friends/family/ get sick with are taking COVID-19 • Concern for others tends to dominate their minds, coworkers getting COVID-19 seriously enough with 71% worrying about others (friends/ COVID-19 family/coworkers) getting COVID-19 • Far more people think others should be taking COVID-19 more seriously (64%) than those who 25% 18% 19% think it is no worse than a bad flu (only 19%). +3pts (S) +1pt +2pts (S) I believe that I have I know someone who I think that COVID-19 has been diagnosed been exposed to is no worse than a COVID-19 and either with COVID-19 bad flu had mild symptoms or no symptoms at all
All pt changes are vs. wave 1 (S) = Significant difference THE REACTION: OVERALL Wave 2 05/22/20 Canadians continue to react reasonably well to quarantine. While there are still a number of stressors, there is a 89% -1pt 80% growing degree of optimism toward the future that is 61%+1pt I am actively practicing Current situation is a I am appreciating evident. social distancing in order chance for us to taking life slower at to 'flatten the curve' of rethink our priorities this time • Almost all continue to be social distancing (89%) COVID-19 • Many report that this is a time to rethink priorities (80%) & appreciate taking life slower (61%) 63% 41% 49% • However, almost half (49%) feel frustrated by the +1pt -3pts I am worried about the mental I feel more depressed I am frustrated by the limitations placed on their lives right now, 63% worry health of other people in my lately limitations placed on about the mental health of people in their lives, and life our lives right now many report that they personally feel more depressed lately (41%). • Despite this, there are notable signs of optimism with a 15pt jump in those agreeing that the situation is 64% 55% 49% +15pts (S) +5pts (S) +3pts (S) improving, and roughly half believe things will soon be Recent situation is improving Situation will be Confident better better. better in next 30 days times are not too far off
All pt changes are vs. wave 1 (S) = Significant difference THE ECONOMY Wave 2 05/22/20 A growing majority of Canadians (79%, up 4 pts vs. Wave 79% +4pts (S) 1) feel confident that they can weather the financial Have some level of confidence they can cope with the impact of the economy, which corresponds with slightly financial impact of the current economy. fewer people who are delaying big expenses (now 53%, down 4 pts.). Nonetheless, 69% are still trying to spend less and save 69% -3pts 57% -1pt more to protect themselves against a bleak economic I am currently trying to limit I am buying small treats to outlook. my spending make myself and my family feel better at this time • The economic outlook for most is dark, with only 11% agreeing that the economy is strong now and a quarter (26%) believing that the economy will be 53% -4pts (S) 11% n/c strong in six months I am delaying or cancelling big I think that the economy is expenses to save money strong now • Many (42%) continue to indicate that they are trying to spend less on food
• While trying to save overall, more than half (57%) look -1pt +2pts for small treats to make themselves feel better 42% 26% I am trying to spend less on I think that the economy will food be strong in six months All pt changes are vs. wave 1 (S) = Significant difference While COVID-19 remains top of mind among Canadians, there has Wave 2 been a small but significant decrease in concern. 05/22/20
Summary of Key Metrics
W1 W2 % Change 04/29/20 05/06/20 (W2-W1) Base 100 100 Q6. Awareness of COVID-19 96 95 -1 (% Following News Closely / A Little Bit) Q9. Discussion on COVID-19 75 73 -2 (% A Lot) Q11. Preparation 89 90 +1 (% Very / Somewhat Prepared) Q186. Physical Distancing 11 11 0 (% Full Lockdown) Q10. Level of Concern 91 89 -2 (% Very / Somewhat Concerned)
Significantly higher vs. Wave Significantly lower vs. Wave A Significantly higher vs. Subgroup 9 Significantly lower vs. Subgroup Significantly fewer Canadians are following the news closely. Wave 2 However, sources of awareness remain unchanged. 05/22/20 • More Canadians are turning to TV or Radio News stations to remain informed on COVID-19.
Awareness of Coronavirus/COVID-19 (%) Source of Awareness (%)
49 49 36 36
Social Media W1 - 04/29/20 W2 - 05/06/20 Friends W1 - 04/29/20 W2 - 05/06/20 Following News Closely 74 71 95% vs. 96% in W1 Following News 66 74 44 42
TV or Radio News W1 - 04/29/20 W2 - 05/06/20 Family W1 - 04/29/20 W2 - 05/06/20 Stations
Following News A Little Bit 22 24 Aware, Not Actively 21 20 19 19 Following News 3 5 Unaware 1 1 Online Discussions W1 - 04/29/20 W2 - 05/06/20 Co-workers W1 - 04/29/20 W2 - 05/06/20 W1 W2 04/29/20 05/06/20 Significantly higher vs. Wave Significantly lower vs. Wave Q6. There has been recent discussion of a new type of virus, known as Coronavirus or COVID-19. How aware are you of this virus? Q8. Where are you getting information about Coronavirus / COVID-19? A Significantly higher vs. Subgroup 10 Base: Total Respondents (Wave 2 n=3234, Wave 1 n=3218) Significantly lower vs. Subgroup Preparedness and physical distancing behaviors appear to have Wave 2 05/22/20 leveled off.
Discussion of COVID-19 (%) Level of Preparation (%) Physical Distancing(%)
Full Lockdown 11 11 Very Prepared 27 29
A Lot 75 73 90% vs. 89% in W1 Limited Contact 68 66 Very/Somewhat Prepared Somewhat Prepared 62 62
Go Out As Needed 7 7 A Little 24 26 Not Very Prepared 9 8 Go Out But Cautious 11 13 Not Talking About It 2 2 Not Physical Distancing 2 3 W11 W21 Not At All Prepared W1 W2 W1 W2 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q9. Would you say that you and the people around you are talking about Coronavirus / COVID-19 Q11. How prepared are you personally for Coronavirus / COVID-19? A Significantly higher vs. Subgroup 11 Q186. To what extent have you personally been practicing social distancing and self-isolation? Significantly lower vs. Subgroup Base: Total Respondents (Wave 2 n=3214, Wave 1 n=3185) Wave 2 Canadians appear more optimistic about the current situation. 05/22/20 • While more expect the situation to improve in the next 30 days, more also think it will take longer to return to normal, suggesting an acceptance of the new reality.
Perception of Current Situation (%) Expected in Next 30 Days (%) When Things Return to Normal (%)
Improving A Lot 5 8 Much Better 8 10 30 Days 5 6
vs. 49% vs. 50% Improving A Little 44 in W1 44 64% in W1 Somewhat Better 43 45 55% 3 – 6 Months 50 56 Improving Much/Somewhat A Lot/A Little Better
Staying The Same 27 The Same 21 19 1 – 2 Years 33 37 21 Somewhat Worse 12 12 vs. 18% in W1 Worsening A Little 17 vs. 24% Much Worse 17% Longer Than 2 Years in W1 6 6 11 15% Much/Somewhat Never 42 42 Worsening 10 9 Worse Worsening A Lot 6 4 I have no idea I have no idea 7 7 W1 W2 A Lot/A Little W1 W2 W1 W2 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q12. Thinking about Coronavirus / COVID-19 and what you have recently seen and heard, do you think the situation is…? Q13. And how do you think the Coronavirus / COVID-19 situation is going to change in the next 30 days? A Significantly higher vs. Subgroup 12 Q14. When is the soonest that you think things will return to something resembling normal? Significantly lower vs. Subgroup Base: Total Respondents (Wave 2 n=3214, Wave 1 n=3185) Wave 2 Testing is up and the wait time is improving. 05/22/20
• Among those who requested a test, 3-in-5 have been denied. This has not changed since Wave 1.
Been Tested For COVID-19 (%) Requested A Test For COVID-19 (%)
9 9 Scheduled For 22 A Test 25 7 7 58 Denied A Test 59
Asked to Wait 19 for Callback 16
Waited for more than a week: W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 68 35 W1 W2
Q182. Have you or anyone in your household been tested for COVID-19? Base: Total Respondents (Wave 2 n=3234, Wave 1 n=3218) Significantly higher vs. Wave Q183. Have you or anyone in your household contacted a hospital, doctor or government program to request a test for COVID-19? Base: Total Respondents (Wave 2 n=3234, Wave 1 n=3218) Significantly lower vs. Wave Q184. After you or someone in your household requested a test for COVID-19 what happened? Base: Respondents Who Requested a Test but Did Not Get One (Wave 2 n=108, A Significantly higher vs. Subgroup Wave 1 n=98) 13 Q185. How long have you been waiting to be called back regarding your request for a COVID-19 test? Base: Respondents Who Were Told to Wait for Callback (Wave 2 n=17, Significantly lower vs. Subgroup Wave 1 n=19) Wave 2 As more Canadians return to their workplaces, confidence in 05/22/20 businesses’ ability to cope with the impact of COVID-19 is improving.
Confidence in Business to Cope (%) Work From Home (%)
56 Very Confident 26 30 53
Confident 32 32 89% vs. 86% in W1 W1 - 04/29/20 W2 - 05/06/20 Confident
Somewhat Confident 28 27
Not Very Confident 10 9 11% vs. 14% in W1 Not At All Confident 4 2 Not Confident W1 W2 04/29/20 05/06/20 Significantly higher vs. Wave Significantly lower vs. Wave Q189. Overall, how confident do you feel about the ability of your business/the business you work for to cope with the impact of COVID-19? Q190. Are you working from home or working remotely? A Significantly higher vs. Subgroup 14 Base: Respondents Who Are Employed (Wave 2 n=1929, Wave 1 n=1969) Significantly lower vs. Subgroup There has been a small but significant decrease in concern about Wave 2 the current wave of COVID-19. 05/22/20 • Fewer are ‘somewhat concerned’ about a potential second wave.
Level of Concern (%) Very/Somewhat Concerned (%) % Change % Very Concerned Somewhat Concerned Not Very Concerned Not At All Concerned (W2-W1)
W1 - 04/29/20 47 43 7 2 91 Current Wave -2 of COVID-19 W2 - 05/06/20 46 44 9 2 89
A Second W1 - 04/29/20 45 45 9 2 89 Wave of -1 COVID-19 W2 - 05/06/20 46 42 9 3 88
Significantly higher vs. Wave Significantly lower vs. Wave Q10. How concerned are you about Coronavirus / COVID-19? Q15. How concerned are you that there will be a second wave of Coronavirus/COVID-19? A Significantly higher vs. Subgroup 15 Base: Total Respondents (Wave 2 n=3214, Wave 1 n=3185) Significantly lower vs. Subgroup Segmentation
16 SEGMENTATION Wave 21 05/22/2005/08/20
“ One of the big lessons from behavioral economics is that we make decisions as a function of the environment that we’re in ” – Dan Ariely – SEGMENTATION Wave 2 05/22/20
• Dig created an attitudinal segmentation that explores Canadian’s current mind state, as influenced by the COVID-19 situation and impending recession. • Statements included a range of perceptions, beliefs and emotions, including worries related to personal health, financial security, and the world around them, as well as statements of hope and optimism. • As we monitor consumer sentiment over time through this tracker, we expect to see shifts in the size of these segments as people’s opinions change in response to the environment surrounding them. • Examining these segments provides a lens into understanding, and even predicting people’s behaviors and choices going forward toward the “next normal.” SEGMENTATION Wave 2 05/22/20 Six distinct segments were identified. While many characteristics distinguish them, they do progress from a low to a higher level of overall concern regarding COVID-19. Wave 2 saw a slight decrease in the number of “Vulnerables.”
Level of concern about COVID-19 (Top-Box / Very Concerned) LOW 2% 24% 51% 52% 60% 72% HIGH
Indifferent Optimists Financially Cautiously Health Anxious Vulnerables Precarious Confident
25% 25% 21% 21% 18% 18% 17% 14% % of Canadian 7% 10% 10% 12% Adults Indifferent Optimistic Financially Prepared Health Conscious Vulnerable Precarious Wave 1 Wave 2 SEGMENTATION Wave 2 05/22/20 Segments differentiate on their level of concern and preparedness, the extent to which they feel overwhelmed, their level of trust in their leaders, and their general outlook
Segment Differentiation* (Index vs. Total Sample)
Level of concern 0 100 200 Indifferent Optimists Level of preparedness 0 100 200 Financially Precarious Cautiously Confident Future outlook 0 100 200 Health Anxious Vulnerable Able to pay bills 0 100 200
Feeling overwhelmed 0 100 200 Trust in government to lead us through this crisis 0 100 200
Q181: “How much do you agree or disagree with this statement” Sample Size in CA (N=3218) 20 *All data is shown as an index to the total audience. Total audience is 100. SEGMENTATION SNAPSHOT Wave 2 05/22/20 Indifferent Optimists Financially Precarious Cautiously Confident Health Anxious Vulnerables
SIZE 7% 21% 18% 10% 25% 17%
Defined by their lack of While this group does These people have This group skews toward This group skews the Among all the groups, this concern, they are not social distance and takes moderate levels of younger, higher income oldest, with the largest segment is feeling following the news other precautions to concern around the males who straddle a high portion of retirees, which vulnerable from all angles. closely, are not worried protect against the virus, COVID-19 situation, but level of concern while helps explain their stable They don’t feel well PROFILE about getting sick, and they are not very mainly driven by financial also being more financial situation. While prepared for this crisis, are generally not social concerned in general. In concerns. They have optimistic and confident they are highly concerned they are financially distancing. They are not fact, they are optimistic lower income on average, than most groups. They about the current insecure, and are highly worried about job or about the situation. They many have been laid off, seem to feel like the situation, it is mainly worried about contracting financial security and are feel secure financially, and most do not feel that worst is behind us (48% driven by health reasons. the virus. This group frustrated by the largely due to their higher their income is stable. believe they have been They are concerned about skews heavily toward limitations placed on age and income. They And, while they are exposed to the virus getting sick and most fear females, with 32% being them by the situation. trust the government to feeling overwhelmed and already), and while a second wave, especially unemployed, and many They skew older and lead through this crisis worried about their concerns for job security because they feel many others fearing for their job lower income. and believe the economy family’s well-being, they linger, they remain others don’t take the security. Mentally, they will strengthen. They are, trust the government to confident in the economy situation seriously are overwhelmed, and therefore, less likely to be lead and are moderately and how the government enough. generally pessimistic experiencing mental optimistic about things is handling the crisis. about the current stress. improving. situation. THE SEGMENT ATTITUDES & BELIEFS ARE CLEARLY REFLECTED IN THEIR BEHAVIORS Wave 2 05/22/20 Indifferent Optimists Financially Precarious Cautiously Confident Health Anxious Vulnerables
SIZE 7% 21% 18% 10% 25% 17%
• Generally not stocking • Generally not stocking • Concerned about • Stocking up on some • Less likely to have • Feels unsafe touching up on food, personal up on food or HH items paying auto & home household goods, as increased alcohol takeout/delivery food care or household • Most likely to still feel insurance well as OTC/Rx items consumption • Purchasing food from goods safe shopping in- • Increased at-home • Increased alcohol • Wants to see restaurants less often • Not modifying which person at grocery alcohol consumption consumption foodservice workers • Least likely to feel safe retailers they’re stores • Less likely to be • Concerned about wearing gloves & shopping in grocery shopping from • However, tend to be purchasing from QSRs, paying insurance, but masks stores purchasing less often full-service restaurants also actively seeking to • Less likely to be • Concerned about from QSRs & full- or coffee shops as reduce premiums purchasing from QSRs, shopping in malls service restaurants often • More likely to still full-service restaurants • Concerned about • Less likely to have • Concerned about spend on updating an as often paying auto & home increased alcohol shopping in malls (& appliance, as well as insurance consumption therefore shopping considering hiring out • Increased alcohol online more often for home projects consumption overall now) • Most likely to still be now than before purchasing from QSRs • Most likely to be binge & coffee shops watching TV • Most likely to be holding off on health appointments Wave 2 05/22/20 Vulnerables 17% of Canadian Population
• The Vulnerables represent the group who are most at risk financially. They are also most worried about getting sick. Due to these factors, they have the highest level of overall concern for the COVID-19 situation and feel the least prepared for it. • Their already lower income makes them especially vulnerable to the current situation – 55% are worried about losing their jobs while 64% fear they won’t be able to make rent/mortgage payments. • Coupled with their distrust of how the government is handling the crisis, their outlook is poor. They feel the situation is getting worse and that it could be a very long time before things return to normal. • 79% are feeling overwhelmed • 78% are feeling depressed • 54% think it will be a year or longer before things return to normal • 11% say their income is stable • 53% feel the situation is worsening
23 Vulnerables have the highest overall concern and are at the most risk Vulnerables Wave 2 financially. 05/22/20 This group skews 35-49 and lower income, with many struggling to pay bills. They feel overwhelmed and are afraid of losing their jobs. They distrust the government and think things are getting worse. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 91 Closely following news 74% 108 68 Building more debt 25% 199 Female 51% 108 Talking about COVID 75% 109 Gender Worried about losing job 31% 177 Financial Economy will get stronger 24% 23 18-34 33% 92 I have enough food 78% 76 35-49 31% 121
Age Level of Concern Food Food availability 69% 63 50-65 36% 89 Very concerned (TB) 47% 152 I fear I might get sick 53% 142 Very prepared (TB) 27% 47 Health Actively social distancing 90% 105 HH size ~3 101 Feeling overwhelmed 44% 181
HH Size HH Kid in HH 32% 112 Feeling depressed 44% 179
Outlook Emotion My life is out of control 35% 187 < $50K 31% 116 Situation is improving 49% 38 Trust in health prof. 76% 78 $50K-$100K 38% 100 Income It will get better 50% 31 Trust in government 62% 58 Trust > $100K 23% 74 Trust in Justin Trudeau 47% 64
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=533) 24 Note: All numbers are shown as indices vs. total audience. Total would be 100. Wave 2 05/22/20 Cautiously Confident 10% of Canadian Population
• The Cautiously Confident are the second smallest segment in Canada. While they feel the situation is improving, they are cautious in their optimism due to their concerns and lack of control. • While they have a high income, this group still has financial worries – many fear losing their job (47%) and they are currently taking on more debt. They also have a larger household than other segments, so their dollar doesn’t stretch as far. Further, 50% don’t feel in control of their lives which is adding emotional strain. • However, they are extremely confident in both the current and future state of the economy, driving their optimism. They are also confident from a health perspective. While 48% think they have already gotten the virus (highest of all segments), they aren’t concerned by it (46% think it is no worse than the flu). They are the youngest segment, so they may not feel as at-risk as other groups. • 48% are employed full time in essential services • 63% feel the situation is improving • 47% think the economy will be strong in 6 months 25 Cautiously The Cautiously Confident see things improving, but their financial and Confident Wave 2 emotional concerns are tempering their optimism. 05/22/20 This segment skews younger, male, and higher income. Their lack of control and financial situation is driving their concern, but their confidence in the economy is boosting their outlook. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 128 Closely following news 74% 86 73 Building more debt 25% 188 Female 51% 74 Talking about COVID 75% 95 Gender Worried about losing job 31% 151 Financial Economy will get stronger 24% 196 18-34 33% 171 I have enough food 78% 68 35-49 31% 103
Age Level of Concern Food Food availability 69% 76 50-65 36% 34 Very concerned (TB) 47% 109 I fear I might get sick 53% 92 Very prepared (TB) 27% 111 Health Actively social distancing 90% 61 HH size ~3 104 Feeling overwhelmed 44% 112
HH Size HH Kid in HH 32% 123 Feeling depressed 44% 111
Outlook Emotion My life is out of control 35% 141 < $50K 31% 94 Situation is improving 49% 127 Trust in health prof. 76% 69 $50K-$100K 38% 104 Income It will get better 50% 107 Trust in government 62% 81 Trust > $100K 23% 113 Trust in Justin Trudeau 47% 96
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=325) 26 Note: All numbers are shown as indices vs. total audience. Total would be 100. Wave 2 05/22/20 Financially Precarious 18% of Canadian Population
• While this group exhibits average concern for the COVID-19 situation overall, the restrictions on their life and economic downturn have left them in a precarious financial position. • 35% have been laid-off and only 12% feel their income is stable right now, which is hindering their ability to pay bills and make rent/mortgage payments. As a result, 88% are limiting their spending to adjust to the situation. • COVID-19 has also taken a toll on them mentally – 79% miss their friends and this segment is the second most likely to feel overwhelmed and depressed. However, they appreciate taking life slower currently and have very high trust in government and Justin Trudeau to lead during this crisis. As a result, they see the situation as improving and remain optimistic. • 55% worried about making rent/mortgage payments • 57% feeling overwhelmed • 68% appreciate taking things slower currently • 74% trust the government to lead us through this • 63% think Justin Trudeau is the right person to lead
27 Financially Despite day-to-day financial struggles, this group is confident better Precarious Wave 2 times are not too far off. 05/22/20 This group skews female and younger. Coupled with their lower income, the recession and lack of job security has made it even tougher to stay afloat financially. However, they remain optimistic and confident the worst is behind them. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 90 Closely following news 74% 101 85 Building more debt 25% 166 Female 51% 109 Talking about COVID 75% 104 Gender Worried about losing job 31% 164 Financial Economy will get stronger 24% 111 18-34 33% 115 I have enough food 78% 101 35-49 31% 95
Age Level of Concern Food Food availability 69% 109 50-65 36% 91 Very concerned (TB) 47% 108 I fear I might get sick 53% 103 Very prepared (TB) 27% 101 Health Actively social distancing 90% 108 HH size ~3 108 Feeling overwhelmed 44% 130
HH Size HH Kid in HH 32% 115 Feeling depressed 44% 122
Outlook Emotion My life is out of control 35% 121 < $50K 31% 116 Situation is improving 49% 129 Trust in health prof. 76% 112 $50K-$100K 38% 92 Income It will get better 50% 132 Trust in government 62% 120 Trust > $100K 23% 85 Trust in Justin Trudeau 47% 135
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=588) 28 Note: All numbers are shown as indices vs. total audience. Total would be 100. Wave 2 05/22/20 Indifferent 7% of Canadian Population
• Those in the Indifferent segment are not concerned at all with the crisis. They aren’t following the news as closely as other segments, don’t think COVID-19 is any worse than the flu, and aren’t taking the same precautions as others like social distancing. In fact, most think this crisis is being taken too seriously, and don’t trust the health professionals involved or the government to lead at this time. • Despite skewing lower income, they are not feeling the financial pressure like other segments. Only 16% are worried about losing their job and only 53% are limiting their spending (second lowest of all segments). Thus, they have a positive outlook, particularly as it relates to the economy. • Only 20% think people are not taking this serious enough (vs. an average of 62%). • Only 22% think Justin Trudeau is the right person to lead in this crisis • Only 19% are worried about family/friends getting the virus • Only 1% are very concerned about a second wave of COVID-19
29 Indifferent consumers don’t follow news of the crisis and exhibit a Indifferent Wave 2 total lack of concern for the situation. 05/22/20 They aren’t afraid of getting sick and don’t feel the same financial and emotional strain as other segments. As a result, they have positive outlook and think the economy will be much stronger in 6 months. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 126 Closely following news 74% 65 92 Building more debt 25% 79 Female 51% 76 Talking about COVID 75% 71 Gender Worried about losing job 31% 52 Financial Economy will get stronger 24% 128 18-34 33% 113 I have enough food 78% 98 35-49 31% 99
Age Level of Concern Food Food availability 69% 100 50-65 36% 90 Very concerned (TB) 47% 4 I fear I might get sick 53% 15 Very prepared (TB) 27% 91 Health Actively social distancing 90% 75 HH size ~3 96 Feeling overwhelmed 44% 64
HH Size HH Kid in HH 32% 96 Feeling depressed 44% 85
Outlook Emotion My life is out of control 35% 74 < $50K 31% 111 Situation is improving 49% 128 Trust in health prof. 76% 68 $50K-$100K 38% 95 Income It will get better 50% 128 Trust in government 62% 56 Trust > $100K 23% 92 Trust in Justin Trudeau 47% 47
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=240) 30 Note: All numbers are shown as indices vs. total audience. Total would be 100. Wave 2 05/22/20 Health Anxious 25% of Canadian Population
• This group represents the largest portion of the Canadian population. They skew older and have the highest % of retirees (16%). They also skew higher income and are not struggling mentally or financially during this crisis (94% are currently able to pay their bills). • However, they are very afraid of getting sick, which is driving their overall high concern for the situation. 98% are social distancing to limit their exposure and they are very trusting of health professionals, but given their age, they are likely at higher risk than other segments. • Regarding their outlook, this segment sees the situation worsening before it gets better. Only 11% feel the economy will be strong in 6 months while 62% are very concerned a second wave of COVID-19 is coming. As a result, they are more pessimistic than other groups. • 84% trust health professionals to lead during this crisis • 72% are afraid they will catch the virus • 76% don’t think the situation is being taken seriously enough • 51% think the situation will be the same or worse in 30 days
31 Health The Health Anxious are very concerned for health reasons but are in a Anxious Wave 2 solid financial situation. 05/22/20 This group is very afraid of getting sick and have been actively social distancing to lower their risk. They have a poor outlook, a result of thinking it will take a long time for the economy to recover and fear for a second wave of COVID-19. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 87 Closely following news 74% 110 123 Building more debt 25% 21 Female 51% 113 Talking about COVID 75% 107 Gender Worried about losing job 31% 54 Financial Economy will get stronger 24% 46 18-34 33% 81 I have enough food 78% 116 35-49 31% 95
Age Level of Concern Food Food availability 69% 102 50-65 36% 122 Very concerned (TB) 47% 127 I fear I might get sick 53% 135 Very prepared (TB) 27% 103 Health Actively social distancing 90% 109 HH size ~3 97 Feeling overwhelmed 44% 87
HH Size HH Kid in HH 32% 79 Feeling depressed 44% 90
Outlook Emotion My life is out of control 35% 78 < $50K 31% 84 Situation is improving 49% 72 Trust in health prof. 76% 109 $50K-$100K 38% 101 Income It will get better 50% 71 Trust in government 62% 100 Trust > $100K 23% 114 Trust in Justin Trudeau 47% 91
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=808) 32 Note: All numbers are shown as indices vs. total audience. Total would be 100. Wave 2 05/22/20 Optimists 21% of Canadian Population
• Optimists are the second largest segment in Canada. Similar to the Health Anxious, this group skews older and higher income. Their strong financial position gives them a sense of security and peace of mind – they are the least likely group to be feeling overwhelmed, depressed, or that their life is out of control. • This security has them feeling prepared and fuels their optimism. They are less afraid of getting sick than other segments due to actively social distancing and have a high level of trust in the government and Justin Trudeau to lead during this crisis. 66% see the situation improving and overall, they have a very positive outlook financially and health-wise. • 69% indicate their income is stable or increasing • 72% are confident better times are not too far off • 68% think this situation will bring out the best in us • Only 22% are very concerned for a second wave of COVID-19 • Only 14% are feeling overwhelmed or depressed
33 Optimists don’t have the same financial concerns as others and this Optimists Wave 2 security has them feeling confident things will get better. 05/22/20 This group is also in a better emotional state than other segments. As a result, their outlook is positive, they feel prepared, and think the leaders in place (health professionals, government) will guide us through this crisis effectively. Segment Demographics Awareness of COVID Perceptions of the Situation (Total % | segment index) (Total % | segment index) (Total % | segment index)
Able to pay my bills 76% Male 49% 107 Closely following news 74% 106 127 Building more debt 25% 22 Female 51% 94 Talking about COVID 75% 93 Gender Worried about losing job 31% 30 Financial Economy will get stronger 24% 155 18-34 33% 76 I have enough food 78% 115 35-49 31% 95
Age Level of Concern Food Food availability 69% 131 50-65 36% 126 Very concerned (TB) 47% 52 I fear I might get sick 53% 57 Very prepared (TB) 27% 136 Health Actively social distancing 90% 108 HH size ~3 95 Feeling overwhelmed 44% 33
HH Size HH Kid in HH 32% 92 Feeling depressed 44% 31
Outlook Emotion My life is out of control 35% 29 < $50K 31% 90 Situation is improving 49% 134 Trust in health prof. 76% 122 $50K-$100K 38% 106 Income It will get better 50% 147 Trust in government 62% 141 Trust > $100K 23% 114 Trust in Justin Trudeau 47% 128
Q181: “How much do you agree or disagree with this statement” Sample Size: Total CA (N=3218), Segment (N=691) 34 Note: All numbers are shown as indices vs. total audience. Total would be 100. FINANCIAL SERVICES Category Deep Dive
Respondents qualified for the Financial Services category if they: • Currently have a bank account or credit card
35 FINANCIAL SERVICES: KEY LEARNINGS Wave 2 05/22/20
• Confidence with the current economic climate is generally positive, with 78% of Canadians feeling at least somewhat confident to cope with the financial impact of COVID-19, consistent with last wave.
• Canadians continue to be concerned about the current economy, however to a lesser extent than last wave.
• Banks should continue to provide information to their clients; the majority of whom are open and accepting of financial advice.
• Some clients are becoming increasingly confident that they possess the financial information they need, relying less on the banks to provide advice on debt avoidance and budgeting. Canadians continue to be confident they can cope with the financial Wave 2 impact of COVID-19. 05/22/20
Confidence in Coping With Financial Impact of Current Economy (%)
Very Confident 18 16 78% Vs. 75% in W1 Confident Confident 26 27
Somewhat Confident 32 34
Not Very Confident 22% Vs. 25% in W1 Not Confident 18 18 Not At All Confident 6 4 Significantly higher vs. Wave W1 - 04/29/20 W2 - 05/06/20 Significantly lower vs. Wave Q43. Overall, how confident are you that you can cope with the financial impact of the current economy Base: Total Respondents Assigned to This Section (Wave 2 n=508, Wave 1 n=509) A Significantly higher vs. Subgroup 37 Significantly lower vs. Subgroup Canadians are less interested in receiving debt avoidance and Wave 2 budgeting advice from banks. 05/22/20 Desired Source of Financial Information (%) Avoid Taking on Debt Manage / Reduce Debt Budget / Create Plan Invest / Manage Investment
52 33 44 42 47 35 41 36 My Bank
W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
Independent 20 23 22 31 24 27 27 33 Advisor
W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
Known Expert 11 15 11 12 12 18 16 16
W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
Credit Card 5 8 11 2 1 5 1 2 Provider W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
12 Family / 8 10 3 8 9 9 7 Friend W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
Government 3 9 9 5 5 5 7 6 Sources W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20 W1 - 04/29/20 W2 - 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q49. Who would you most like to receive this information from? Base: Respondents Who Are Interested in Each Topic. Base Sizes Vary by Topic. A Significantly higher vs. Subgroup 38 Significantly lower vs. Subgroup MOVIES / STREAMING SERVICES Category Deep Dive
All respondents qualified for the Movies/Streaming Services category
39 MOVIES/STREAMING SERVICES: KEY LEARNINGS Wave 2 05/22/20
• With people spending more time at home, the consumption of video content has increased. This has led to an increased number of streaming service subscriptions which is a trend that may continue as those planning to add services outweighs those planning to cancel.
• With heavier use of streaming services, perception of these providers have improved. The improved perception may be a result of company management or it could be from increased utilization of the service.
• As Canadians are adapting to the new reality of COVID-19, many are still eager to both watch new release movies at home or head to a socially-distanced theatres. Economic concerns are playing a role as few say they would pay a premium to watch new release movies at home. Wave 2 Streaming services could see a small increase in their customer base. 05/22/20 • However, revenue is likely to stay stable among current subscribers, with those downgrading their services offset by those upgrading. Potential Revenue Impact Subscriber Base Potential Subscriber Impact Have service and plan to keep (%) Plan to Cancel (%) Plan to Add (%) Plan to Downgrade (%) Plan to Upgrade (%)
NET NET Netflix 56 -2 4 +2 -3 3 0 by Have to Keep order & descending Plan in Wave are ranked for 2 Results Amazon Prime Video 27 -3 4 +1 -2 3 +1 Google Play Store 25 -3 3 0 -3 4 +1 Disney+ 14 -4 7 +3 -3 2 -1 Crave 12 -2 5 +3 -3 3 0 HBO 10 -1 4 +3 -3 2 -1 Crave+Movies+HBO 10 -3 4 +1 -1 2 +1 YouTube Premium 8 -2 5 +3 -2 3 +1 The Movie Network (TMN) 7 -1 4 +3 -2 3 +1 Cineplex Store 6 -2 4 +2 -3 2 -1 CBS All Access 5 -3 3 0 -1 3 +2 TSN Direct 5 -2 2 0 -2 3 +1 iTunes Movie Store 5 -2 3 +1 -3 3 0 Sportsnet NOW 4 -3 3 0 -2 2 0 Hayu 3 -2 3 +1 -2 3 +1 DAZN 2 -2 3 +1 -2 3 +1 Britbox 2 -3 3 0 -2 2 0
Significantly higher vs. Wave Q57. Which of the following statements best describe the status of these services or devices available for your home? Significantly lower vs. Wave Base: Total Respondents Assigned to This Section (Wave 2 n=512) A Significantly higher vs. Subgroup 41 Significantly lower vs. Subgroup Usership is likely to increase, as those who plan to stop using their Wave 2 smart devices are offset by new adopters. 05/22/20
Have and Plan to Keep (%) User Impact Plan to Stop Using (%) Plan to Purchase (%)
NET by Have to Keep order & descending Plan in Wave are ranked for 2 Results -1 Smart TV 40 4 +5
-1 Apple TV 17 4 +5
-2 Chromecast 17 4 +6
-1 Roku 15 2 +3
-1 Amazon Fire TV (Fire TV Stick) 13 3 +4
-2 Kodi 13 3 +5
Significantly higher vs. Wave Q57. Which of the following statements best describe the status of these services or devices available for your home? Significantly lower vs. Wave Base: Total Respondents Assigned to This Section (Wave 2 n=512) A Significantly higher vs. Subgroup 42 Significantly lower vs. Subgroup There is an increased interest among Canadians who would see a movie in theatres, Wave 2 provided physical distancing measures are implemented. 05/22/20 • Moreover, there is a significant increase in those interested in watching a movie in a socially-distanced theatre.
Entertainment Behavior (%) Change in % +4 0 -2 -4 +7 -3 -1 -5 -3 -3 T2B (W2-W1) 5 4 9 11 10 9 12 10 7 8 8 7 7 Strongly Agree 21 23 23 18 17 18 18 9 26 14 13 11 16 11 11 9 19 16 10 14 16 Somewhat Agree 26 25 24 21 16 16 18 20 21 22 30 24 20 23 14 14 31 28 24 21 11 11 15 Neither Agree / Disagree 22 15 18 17 23 18 15 19 17 18 25 14 26 19 Somewhat Disagree 21 14 11 10 10 10 58 59 10 51 52 45 47 44 8 9 39 35 36 38 42 Stronlgy Disagree 24 26 29 15 15 21 20 22
W1 04/29/20 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W2 05/06/20 I want to see new I am binge I am watching I miss seeing new I would see a I'm willing to pay a I have recently I am renting I would rush to see I would rent movie releases at watching many much more movie releases in newly released premium to see a subscribed to a recently released a newly released replays of past home more shows now traditional TV than I the theatre movie in a theatre new movie release new streaming movies available on movie in theatre sporting games normally would if they limited at home service streaming services seating capacity to space people apart
Results are ranked in descending order by Strongly/Somewhat Agree for Wave 2 Significantly higher vs. Wave Q58. Please indicate how much you agree or disagree with each statement about your home entertainment behaviors Significantly lower vs. Wave Base: Total Respondents Assigned to This Section (Wave 2 n=512, Wave 1 n=541) A Significantly higher vs. Subgroup 43 Significantly lower vs. Subgroup E-COMMERCE Category Deep Dive
All Respondents qualified for the E-Commerce category
44 E-COMMERCE: KEY LEARNINGS Wave 2 05/22/20 • As warmer weather approaches for most of the country, Canadians have increased their shopping in-stores for the following categories: sporting goods, gardening, apparel and home improvement. While this reflects a smaller portion of consumers who shopped in-store for these items in the last month, the online demand in many categories continue.
• Free shipping, free local delivery and rewards are still the top three e-commerce offers that interest Canadians, but there may be increasing desire international shipping and having the ability to reserve clothing online.
• Overall, Canadians’ perceptions of e-commerce brands have improved. As merchants continue to deliver a positive online shopping experience, we may see these perceptions continue to rise. Electronics may see more in-store activity over the coming months while sporting Wave 2 goods purchases increase online. 05/22/20 • Larger ticket items such as household appliances, computers, electronics, phones, jewellery saw increased in-store shopping intent. It implies for items that are pricier, consumers want the in-store shopping experience. Next 3 Month Planned Online In-Store Not Sure Shopping Channels (%) W1 W2 % Change W1 W2 % Change W1 W2 % Change 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) Clothing, apparel 32 36 +4 41 45 +4 36 28 -9 Books/magazines 30 34 +4 29 30 +1 45 41 -4 Health and/or beauty products 27 25 -2 56 56 -1 27 26 -1 Computers, electronics, phones 27 30 +3 28 34 +6 50 45 -6 Toys and/or collectibles 27 27 0 27 28 +1 52 51 -2 Pet supplies 27 25 -2 52 51 -2 30 31 +1 Footwear 27 28 +1 39 43 +4 40 35 -5 Personal care products 26 23 -3 62 63 +1 21 20 -1 Fashion accessories 24 25 0 31 32 +1 51 47 -4 Arts and crafts supplies 24 25 +1 34 34 0 46 45 -1 Groceries / Food 24 21 -3 76 77 +1 11 11 -1 Baby and/or toddler items 22 22 0 29 28 -1 55 54 -1 Paper goods and/or stationery items 21 22 +2 42 44 +1 41 39 -2 Home furnishings and décor 21 24 +3 31 33 +2 52 50 -2 Specialty apparel 21 25 +5 31 34 +3 52 45 -6 Sporting goods/equipment 18 28 +9 28 30 +2 56 49 -7 Jewellery 18 22 +3 25 30 +6 61 53 -8 Garden equipment and supplies 18 20 +1 48 49 +1 38 37 -2 Hardware 16 19 +3 47 49 +2 41 38 -3 Ready-to-drink beverages 16 17 +2 62 64 +3 27 22 -5 Household appliances 15 20 +6 29 35 +7 59 49 -10
Significantly higher vs. Wave Significantly lower vs. Wave Q109. In the next 3 months, do you plan to purchase each of the following in-store or online? Base: Total Respondents Assigned to This Section (Wave 2 n=224-494, Wave 1 n= 234-516) A Significantly higher vs. Subgroup 46 Significantly lower vs. Subgroup Wave 2 Free shipping, free local delivery and rewards are the top three offers Canadians would be 05/22/20 interested in from businesses. • However, there is increased interest for international shipping and having the ability to reserve clothing online. Interest in Business Offers (%)
Change in % Interested (W2- +6 +4 +3 +2 +2 +1 0 -1 -1 -1 -2 -3 W1)
22 24 30 29 31 31 31 34 37 38 38 36 39 37 44 42 Very interested 49 48 54 55 61 63 31 71 71 Somewhat interested 35 37 44 44 42 34 37 39 44 40 40 35 36 Not interested 33 34 40 40 34 31 47 27 25 41 21 20 33 29 27 27 27 28 26 23 25 25 23 26 18 19 18 12 11 8 9 12 14 15 W1 04/29/20 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 Reserve International Express Buy online, Reserve Curbside Free local Return/excha Completely Free shipping Rewards for Standardized W2 05/06/20 clothing shipping shipping pick up in online, pick pickup delivery nge online or online returns online and in- promotions online options store up in store in-store store online and in- purchases at purchases store any location Significantly higher vs. Wave Significantly lower vs. Wave Q110. How interested are you in each of the following, if businesses in your area were to offer them? Base: Total Respondents Assigned to This Section (Wave 2 n=519, Wave 1 n=536) A Significantly higher vs. Subgroup 47 Significantly lower vs. Subgroup While shipping costs is still the top reason for abandoning an online cart, payment / technical issues and longer than expected shipping times may be emerging issues e-commerce businesses Wave 2 05/22/20 should pay attention to.
Reasons for Abandoning Online Shopping Cart (%)
Change in % T2B (W2-W1) +4 +4 +3 +1 0 -1 -3 -7
Definitely would 24 25 26 35 28 29 35 40 42 37 43 40 43 Probably would 48 55 60 29 24 May or may not 27 32 35 31 29 28 30 26 22 30 24 Probably would not 24 22 32 29 18 34 32 Definitely would not 26 24 23 26 19 22 17 24 25 15 11 23 13 11 5 6 8 5 7 6 6 5 5 7 6 4 4 7 W1 04/29/20 4 4 4 5 4 5 3 5 3 7 5 6 4 5 4 7 W2 05/06/20 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 Technical issues with Not accepting the Longer than Higher than Concerns about the Concerns that the Price of Desire to see, try, or the checkout payment method I expected shipping expected shipping return /exchange product might be merchandise feel the product process want to use times costs policy counterfeit before buying
Significantly higher vs. Wave Significantly lower vs. Wave Q111. When shopping online, how likely are each of the following to cause you to abandon your online shopping cart? Base: Total Respondents Assigned to This Section (Wave 2 n=519, Wave 1 n=536) A Significantly higher vs. Subgroup 48 Significantly lower vs. Subgroup As Canadians use more online shopping services over the last two weeks, positive Wave 2 perceptions of e-commerce brands continues to rise. 05/22/20
Brand Perception Changes from COVID-19 (%)
Brand Perception Changes From Better Worse COVID-19 (%) (Much/A little Better) (Much/A little Worse)
W1 W2 % Change W1 W2 % Change 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) Amazon 29 32 +3 16 16 0 PayPal 26 28 +2 6 7 +1 Weebly 20 26 +6 15 10 -4 Shopify 18 26 +8 10 8 -2 eBay 17 23 +6 8 6 -1 WooCommerce 16 26 +10 18 12 -6 Squarespace 15 24 +9 11 14 +3 Square 15 24 +9 11 9 -1 WordPress 15 26 +11 9 7 -3 Wix 14 25 +11 16 12 -4 Magento 14 23 +9 18 14 -4 GoDaddy 13 18 +5 10 8 -2 Etsy 13 17 +5 9 9 0
Significantly higher vs. Wave Significantly lower vs. Wave Q112. How has your opinion of the following brands changed as a result of their management of the COVID-19 situation, if at all? Base: Total Respondents Assigned to This Section (Wave 2 n=141-493, Wave 1 n=137-514) A Significantly higher vs. Subgroup 49 No Change is not shown in this table. The value is (No Change = 100 minus Better and Worse). Significantly lower vs. Subgroup ALCOHOL Category Deep Dive
Respondents qualified for the Alcohol category if they: • Are legal drinking age • Indicate they drink any of beer, wine, or spirits
50 ALCOHOL: KEY LEARNINGS Wave 2 05/22/20
• Consumption of different types of alcohol at home remains similar to wave 1, but a lower proportion of Canadians report that they are drinking more alcohol overall (-9% from wave 1). • There has been a directional increase in Canadians trying different brands of alcoholic beverages at a similar price point. Red wine has seen the largest increase in this behavior (+10% from wave 1). • Some also report drinking more expensive brands of craft beer, coolers, flavored beer and non- alcoholic beer. • Fewer Canadians are stocking alcoholic beverages at home (-6% from wave 1). Beer, wine and brandy/cognac are being stocked less. • Virtual happy-hours remain popular with a +4% increase from wave 1. • All Ontario alcohol retailers except for The Beer Store have seen a directional increase in perceptions of the stores based on their management of the COVID-19 situation. Fewer Canadians report drinking at home more overall than they used Wave 2 to as compared to wave 1. 05/22/20 • A larger proportion report switching the types of alcoholic beverages they’re consuming.
Drinking Alcohol At Home In The Past 3 Months (%)
I am drinking the same amount as I used to, but now all of my occasions are at home instead of bars and 34 restaurants 39 I am drinking more overall than I used to
I am not sure if I am drinking more or less overall than before 53 44
I have just switched the types of alcohol I’m drinking – so I’m drinking more of one type, but less of another type 8 8 5 10 W1 - 04/29/20 W2 - 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q114. You have indicated that you are drinking more of at least some of the types of alcohol at home. Which of the statements below best describes why? Base: Among those who said they were drinking much or somewhat more alcohol (Wave 2 n=262, Wave 1 n=255) A Significantly higher vs. Subgroup 52 Significantly lower vs. Subgroup There has been an increase in those who are trying new brands at the same price point Wave 2 that they usually pay – especially red wine. 05/22/20 • Some also report drinking more expensive brands of craft beer, coolers, flavored beer and non-alcoholic beer.
Results are descendingranked in order by “more expensive wavebrands’ from 1 Incidence of Recently Switching Brands Drinking More Drinking Less Trying New Brands I Haven’t Changed My by Alcohol Type (%) Expensive Brands Expensive Brands The Same Price Brands W1 W2 % Change W1 W2 % Change W1 W2 % Change W1 W2 % Change Wave 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) Vodka 5 6 +1 11 10 -1 9 12 +3 75 72 -3 Rum 6 6 -1 11 9 -2 9 12 +3 74 73 -1 Canadian Whisky / Rye 9 9 0 9 9 0 9 15 +6 73 67 -6 Beer 8 7 0 9 9 0 11 13 +2 72 70 -2 Liqueur / Liquor 7 6 0 10 11 +1 11 14 +3 72 68 -4 Mixed drinks / cocktails 6 5 -1 14 12 -2 10 13 +3 71 70 -1 Hard Cider 7 8 0 9 12 +3 15 24 +9 69 56 -13 Homemade Caesars 8 8 0 13 12 -1 10 12 +2 68 67 -1 American Whiskey / Bourbon 11 7 -5 13 13 -1 7 16 +8 68 65 -3 Tequila 6 6 0 13 19 +6 13 13 0 68 62 -6 Coolers 3 7 +4 14 15 +1 15 17 +2 68 61 -7 Irish Whiskey 10 6 -5 12 17 +5 10 13 +3 67 64 -3 White wine 4 5 +1 15 15 0 14 19 +5 67 61 -5 Rosé 4 7 +2 13 15 +2 17 21 +4 66 58 -8 Sparkling Wine / Champagne 6 6 0 13 16 +3 15 17 +2 66 60 -6 Craft Beer 6 11 +5 12 12 0 17 21 +4 65 56 -9 Gin 9 13 +4 16 13 -4 10 12 +2 65 63 -2 Red wine 8 7 -1 13 10 -3 14 25 +10 65 58 -6 Single Malt or Blended Scotch 9 8 -1 15 12 -3 11 15 +4 64 65 0 Brandy / Cognac 7 7 +1 16 14 -2 14 19 +6 64 59 -4 Flavoured beer 7 10 +3 16 14 -2 16 16 0 61 60 -2 Non/low alcoholic beer 12 17 +5 15 23 +8 14 13 -1 59 47 -11
Significantly higher vs. Wave Significantly lower vs. Wave Q115. Have you switched brands of alcohol recently? Base: Among those who said they were drinking much or somewhat more alcohol – base sizes vary by type A Significantly higher vs. Subgroup 53 Significantly lower vs. Subgroup Wave 2 Fewer Canadians are stocking alcohol at home this wave. 05/22/20 • There has been a significant decrease in stocking beer, red wine, rose, and brandy/cognac.
Alcohol Types being Stocked at Home (%) 26 Beer 19
Results are ranked in descending order by wave order descending 1 in are ranked Results 23 Red wine 17 17 White wine 13 12 Vodka 11 11 Rum 7 9 Rosé 5 7 Craft Beer 7 7 Coolers 0 6 Canadian Whisky / Rye 5 W1 - 04/29/20 6 Tequila 5 6 Gin 5 W2 - 05/06/20 5 Flavoured beer 3 5 Sparkling Wine / Champagne 5 4 Brandy / Cognac 2 4 Liqueur / Liquor 4 4 Hard Cider 4 4 Non/low alcoholic beer 3 4 Irish Whiskey 3 4 Single Malt or Blended Scotch 3 3 American Whiskey / Bourbon 3 50 None, Not stocking 56 Significantly higher vs. Wave Significantly lower vs. Wave Q116. Regardless if you are actually drinking any more or less of these types of alcohol, have you been stocking up on any of these (i.e., buying more than your typical amount)? A Significantly higher vs. Subgroup 54 Base: Total Respondents Assigned to This Section (Wave 2 n=507, Wave 1 n=508) Significantly lower vs. Subgroup A slightly higher proportion of Canadians report using conference Wave 2 software to have drinks with others. 05/22/20
Used Conference Software to have Drinks with Others (% Yes)
W1 - 05/06/20 51
W2 - 04/29/20 55
Significantly higher vs. Wave Significantly lower vs. Wave Q121. Have you recently connected with friends or family members over a video call or video conference program (such as FaceTime, Zoom, Skype, etc.) to have drinks together? Base: Total Respondents Assigned to This Section (Wave 2 n=507, Wave 1 n=508) A Significantly higher vs. Subgroup 55 Significantly lower vs. Subgroup RESTAURANTS / QUICK SERVICE RESTAURANT (QSR) Category Deep Dive
Respondents qualified for the Restaurant/QSR category if they: • Purchased food or beverage items from a restaurant (quick service, full- service or coffee shop) within the past 6 months
56 RESTAURANTS/QSR: KEY LEARNINGS Wave 2 05/22/20 As we approach approximately the 8th week of lock-down in Canada, with household quarantine routines established, restaurant/QSR behaviours are largely stable, yet there’s an impression that concern perceptions are beginning to loosen.
• Meals continue to largely be homemade, with roughly 1-in-10 Canadians eating-out. This is presumed to be down from pre-COVID-19 times, as majority of Canadians continue to claim they are frequenting establishments less often than before the pandemic. • However, directionally more are considering alternate dining methods (drive-thru, carry out, etc.), despite no observed behavior shift at this time. Coincidentally, there is less concern surrounding cash and takeout package handling than last wave. Claimed restaurant visitation prior to COVID-19 is largely stable Wave 2 versus the previous wave. 05/22/20
Restaurants Visited Prior to COVID-19 (%)
W1: 04/29/2020 W2: 05/06/2020
71 72 69 68
50 51 48 47
35 30 33 29 27 27 26 27 23 23 24 23 21 21 21 20 20 19 14 15 14 14 11 11 10 11 7 11 10 10 6 8 8 8 7 7 3 5
KFC A&W Other Subway The Keg Moxie's Kelsey's Starbucks Wendy's Harvey's Pizza Hut Taco Bell Burger King Montana's Milestones Jack Astor's Tim Hortons Boston PizzaSwiss Chalet Panera Bread Domino's Pizza East Side Mario's McDonald's/McCafe
Results are ranked in descending order by Wave 2 Significantly higher vs. Wave 1 Significantly lower vs. Wave 1 Q78. Thinking before the COVID-19 situation, which of these restaurants did you visit at least occasionally? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 58 Share of last 10 meals remains largely stable, with majority of Wave 2 05/22/20 Canadians taking this opportunity to make homemade.
Share of Last 10 Meals (% Average)
1.1 1.3 Made At a Restaurant
2.7 2.5
Made At Home And Included Some Prepared Food
Made Completely From Scratch At 6.2 6.2 Home
W1: 04/29/2020 W2: 05/06/2020
Significantly higher vs. Wave 1 Significantly lower vs. Wave 1 Q72. Thinking of the last 10 meals that you ate, how many were…? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 59 Order frequency is stable versus the previous wave, where majority of Wave 2 05/22/20 Canadians are frequenting these establishments less often than before the pandemic. Frequency of Eating/Ordering by Restaurant Type (%)
% T2B Change -1 +2 -1 Much / A Little 15 14 9 11 11 10 More Often (%) 5 4 4 4 5 4 9 10 5 7 6 6 13 14 22 Much More Often 21 22 22 12 9 A Little More Often 14 14 19 16 About The Same
A Little Less Often 67 66 54 54 Much Less Often 45 48
W1 W2 W1 W2 W1 W2 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20 QSR Full Service Restaurants Coffee Shop
Significantly higher vs. Wave 1 Significantly lower vs. Wave 1 Q73. Are you eating/ordering from each of these…? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 60 On the other hand, there’s a directional uptick on likelihood to consider Wave 2 05/22/20 drive thru and carry-out, as government lock down restrictions begin to ease in Canada. Likelihood to Consider Alternative Dining Options (%)
% T2B Change +4 +5 - +1 Very / Somewhat 62 66 59 64 53 53 60 61 Likely (%)
19 20 Very Likely 29 30 23 25 29 28
Somewhat Likely 34 33 Somewhat Unlikely 35 33 35 38 31 33 Very Unlikely 21 22 15 18 15 14 20 20
23 23 26 25 24 20 16 19
W1 W2 W1 W2 W1 W2 W1 W2 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20 Drive Thru Carry-Out / Food Curbside Pick-up Delivery To-Go Significantly higher vs. Wave 1 Significantly lower vs. Wave 1 Q74. How likely are you to now consider the following options from quick service restaurants, full-service restaurants and coffee shops? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 61 Wave 2 Ordering channels are consistent. 05/22/20 • Drive-Thru is the top ordering channel for QSR/coffee shops, while all channels are similar for full service restaurants.
Average Number of Orders Through The Following Routes in Past Week (%) QSR / Coffee Full-Service (No Change from W1) (No Change from W1) Shop 1.5 Restaurant 1.0
Drive-Thru Carryout Drive-Thru Carryout
0.9 0.7 0.3 0.4 0.2 0.3 0.2 0.3
W1 W2 W1 W2 W1 W2 W1 W2
Curbside Curbside Delivery Delivery Pickup Pickup
0.1 0.1 0.3 0.3 0.1 0.2 0.4 0.3
W1 W2 W1 W2 W1 W2 W1 W2
Q75. In the past week, how many times have you ordered food at quick-serve restaurants/coffee shops and full-service restaurants through the following routes…? Base: Total Respondents Assigned to This Section (Wave 2 n=479, Wave 1 n=492) 62 Outliers: Those who indicated they visited either QSR more than 10 times in total or FSR more than 10 times in total have been excluded from the average for this metric. Moreover, as Canadians grow tired of the situation, there is less concern Wave 2 surrounding cash and takeout package handling than last wave. 05/22/20
Opinions Towards Restaurant / QSR (%)
Change in T2B % +9 +4 +4 +3 +3 +3 +1 - -1 -3 (W2-W1) 12 10 8 17 19 14 17 16 14 16 20 21 18 18 35 35 33 32 12 14 31 32 17 15 20 27 24 31 27 32 26 33 31 Strongly Agree 38 39 29 Somewhat agree 27 31 26 35 30 35 36 34 Neutral 25 38 30 28 41 36 30 Somewhat disagree 17 27 35 12 23 22 27 26 36 Strongly Disagree 26 23 27 29 17 18 25 22 10 23 20 12 21 22 9 15 18 6 7 11 10 11 7 8 5 23 23 4 4 8 5 4 3 24 6 7 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 I'd feel I Feel Safe Touching I Think Full-Service I Think More Highly I'd Feel More I'd feel better about I Trust Restaurant I Think QSRs Should I Think More Highly of I'd feel better about W1 04/29/20 inconvenienced if all Takeout/Delivery Restaurants Should of Restaurants That Comfortable If ordering from a Workers Are Close ALL Operations Restaurants That Have ordering from a restaurants went Food Packaging Close ALL Operations Have Offered Wage Workers Handing restaurant if they had Following Sanitization During Pandemic Offered Free Products restaurant if they had W2 05/06/20 cash-less During Pandemic Increase to Workers Order to Me Was reduced hours to Protocols to Front-line reduced hours to Wearing limit customer Healthcare Workers increase cleaning Gloves/Masks interaction efforts
Significantly higher vs. Wave 1 Results are ranked in descending order by “T2B %” change Significantly lower vs. Wave 1 Q76. Still thinking about quick-serve restaurants, full-service restaurants or coffee shops, to what extent do you agree or disagree with the following statements? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 63 Wave 2 Awareness of COVID-19 related offers is largely stable. 05/22/20 • However, somewhat more consumers are aware of Subway’s COVID-19 related offers.
Awareness of Special Offers As Result of COVID-19 (%)
Change in Aware +5 +4 +3 +1 +1 +1 - - % (W2-W1) 6 6 4 4 5 6 6 3 5 10 9 14 15 11 9 16 14 14 11 9 16 14 18 18 Aware and Have Taken 19 18 22 28 Advantage Of It 29 32 35 27
Aware But Haven't Taken Advantage Of It 86 86 78 82 82 81 76 76 69 74 73 63 59 Unaware 54 50 56
W1 04/29/20 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 McDonald’s / W2 05/06/20 Subway Tim Horton’s Starbucks Swiss Chalet Second Cup Harvey’s Panera Bread McCafé
Results are ranked in descending order by “Aware %” change Significantly higher vs. Wave 1 Significantly lower vs. Wave 1 Q77. Are you aware of any special offers to the general public or to the healthcare community from these brands as a result of the COVID-19 situation? Base: Total Respondents Assigned to This Section (Wave 2 n=511, Wave 1 n=511) 64 Yum! Brands’ Taco Bell and KFC achieve the highest “better” perception change, Wave 2 juxtaposed by Pizza Hut’s worsening scores. Majority of restaurants have stable, 05/22/20 unimpacted perceptions.
Brand Perception Changes from COVID-19 (%)
Better Worse Brand Perception Changes Better Worse (Much/A little Better) (Much/A little Worse) (Much/A little Better) (Much/A little Worse) From COVID-19 (%)
W1 W2 % Change W1 W2 % Change W1 W2 % Change W1 W2 % Change 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) 04/29/20 05/06/20 (W2-W1) Taco Bell 11 18 7 7 7 0 East Side Mario's 20 21 1 4 5 1 KFC 16 22 6 2 6 4 Subway 20 21 1 2 4 2 Burger King 16 21 4 4 7 2 Wendy's 16 17 0 1 4 4 Domino's Pizza 22 26 4 2 6 4 Tim Hortons 28 26 -1 3 7 3 The Keg 8 11 3 10 7 -3 Milestones 8 7 -1 6 11 5 Boston Pizza 16 18 3 2 4 3 Starbucks 25 23 -2 2 3 1 Harvey's 21 23 2 5 2 -3 A&W 29 25 -4 2 2 1 Swiss Chalet 18 19 1 4 4 0 Montana's 13 8 -4 4 7 3 McDonald's/McCafé 24 25 1 3 5 2 Pizza Hut 23 18 -5 2 7 5
Results are ranked in descending order by “Better (Much/A little Better)” % change
Q79. How has your opinion of the following brands changed, if at all, as a result of their management of the COVID-19 situation? Base: Respondents Who Are Familiar With The Brand (Wave 2 n=511, Wave 1 n=511); retailer with base size <50 not shown. 65 BREAKFAST Category Deep Dive
All respondents qualified for this category
66 More than half of people continue to follow their normal breakfast Wave 2 05/22/20 routine.
Current Situation with Breakfast (%)
54 Nothing about my breakfast has changed 51
10 I am skipping breakfast due to a change in my regular routine 12
13 I am eating less for breakfast due to a change in my regular routine 13 W1 - 04/29/20 W2 - 05/06/20 11 I am eating more for breakfast due to a change in my regular routine 12
I am eating different things for breakfast due to a change in my regular 10 routine 10
I am eating breakfast in a different location due to a change in my regular 2 routine 2
Significantly higher vs. Wave Significantly lower vs. Wave Q17. When it comes to breakfast (or the first meal you eat upon waking), which of the following best describes your current situation? Base: All Respondents (Wave 2 n=3234, Wave 1 n=3218) A Significantly higher vs. Subgroup 67 Significantly lower vs. Subgroup Consumers continue to see positive changes to their eating habits with Wave 2 respect to eating home-made nutritious meals together. 05/22/20
Meals and Snacks Consumption Pattern during Covid-19 (%)
Change in T2B % (W2-W1) -1 +1 +1 -1 +1 0 10 13 Strongly Agree 20 22 22 24 19 20 16 17 36 38 Somewhat agree 27 24 27 25 27 26 34 33 26 25 Neither agree nor disagree 28 26 28 30 Somewhat disagree 28 26 28 33 34 23 23 29 Strongly Disagree 25 20 17 25 15 14 W1 04/29/20 15 14 14 13 14 13 5 6 17 8 8 10 10 12 13 10 10 15 W2 05/06/20 6 6 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 I/my family are eating more I am snacking more I am eating convenient foods I or someone else in my I am taking the time to make a I am eating breakfast foods meals at-home together at less often household are making cooked more nutritious breakfast for during other meals/snacks (“all home breakfast more often myself/my family day breakfast”) more often
Significantly higher vs. Wave Significantly lower vs. Wave Q18. To what extent do you agree with the following statements about your meals and snacks? Base: Total Respondents (Wave 2 n=3234, Wave 1 n=3218) A Significantly higher vs. Subgroup 68 Significantly lower vs. Subgroup GYMS Category Deep Dive
Respondents qualified for the Gym category if they: • Try to make exercise or physical activity a part of their lifestyle
69 GYMS: KEY LEARNINGS Wave 2 • Social distancing measures are still largely respected while consumers are continuing to focus on personal at- 05/22/20 home or outdoor activities. • Technology continues to play an important role to help people adapt to the changes and close to 1-in-4 people (23%) have used technology for assistance (more so among younger age groups). More middle-aged consumers have turned to outdoor activities in order to remain active. • Compared to two weeks ago, significantly more people are showing confidence in returning to a gym in the next three months. This, however, will be accompanied with extra caution and care, particularly among women.
Consumers continue to substitute gym with at-home Anxiety prevails but there is a spark of optimism. workouts or outdoor activities; technology is gaining As consumers anticipate their return to a gym, there will further relevance to assist in work-outs be a high level of awareness on cleanliness Top 3M Physical Activities Much/ Somewhat more (%) 28% (+9) 27% Definitely will go back to the NOT likely to go back to At-home workouts 45 No change gym in N3M gym Outdoor activities 41 +2 vs. W1 Important Factors When Choosing a Gym Technology assisted workouts 23 +3 vs. W1 67% (+2) Has disinfectant spray or wipes available at all times 33% Among those going less often to gyms, streaming 66% (+2) Ensures all equipment and weights are free fitness classes online has taken precedence over cleaned between users virtual training meets 65% (+2) Offers hand sanitizer Personal fitness activities continues to be the focus of people under Wave 2 lockdown conditions. Outdoor and technology assisted continue to 05/22/20 gain more relevance. Past 3 Month Physical Activity Changes (%)
% More Change (W2- 0 +2 +3 +3 +1 +3 +1 W1) 2 4 4 4 Doing much more often 8 9 4 6 3 4 3 5 3 4 21 17 18 21 12 15 14 14 Doing somewhat more often 13 17 16 16 15 12 4 4 4 5 4 6 5 No change 22 23 6 24 24 25 21 20 18 Doing somewhat less often 20 18 26 29 22 21 Doing much less often 3 5 25 23 5 5 Does not apply to me 33 30 11 11 56 57 49 54 53 51 3 6 47 47 47 47 4 6 17 15 15 13 9 10 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 04/29/20 At-home Outdoor Technology assisted In-person group In-person group Team sports At a gym or W2 05/06/20 workouts activities workouts activities classes league fitness club
Significantly higher vs. Wave Significantly lower vs. Wave Q100. How have the way(s) that you get physical activity changed in the past 3 months? Base: Total Respondents Assigned to This Section (Wave 2 n=510, Wave 1 n=506) A Significantly higher vs. Subgroup 71 Significantly lower vs. Subgroup No opinion shifts on timeliness of the suspension and the execution Wave 2 experience has by far been positive. 05/22/20
Membership Suspended due Timeliness of Membership Experience of Having to COVID-19 Suspension (%) Membership Suspended (%) (% Yes)
18 20 Excellent 25 21 Vs. 53% in W1 Too late 50% 89 87 Good Excellent / Good 27 28
71 69 Neutral At the right time 34 Not Good 34 Vs. 13% in W1 Too soon Terrible 8 13 16% 11 11 5 W1 W2 W1 W2 W1 W23 Not good / Terrible 04/29/20 05/06/20 04/29/20 05/06/20 04/29/20 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q101. Was your gym or fitness club membership suspended as a result of COVID-19? Base: Total Respondents Assigned to This Section and have been working out at gyms or fitness clubs (Wave 2 n=269, Wave 1 n=250) A Significantly higher vs. Subgroup 72 Q102. Based on your perception of the COVID-19 situation, do you feel that your gym or fitness club membership was suspended… Significantly lower vs. Subgroup Q103. How would you rate your experience of having your gym or fitness club membership suspended? Base: Among those who had their gym shutdown due to COVID-19 (Wave 2 n=239, Wave 1 n=217) First signs of optimism are seen as one-in-four (28%) claim they are Wave 2 very likely to go back to a gym in N3M. 05/22/20
Activities being done Currently instead of Likelihood to go Back to Gym in Intended Replacement for Gym (%) Going to Gym (%) Next 3 Months (%)
66 Definitely Vs. 44% in W1 At-home workouts 19 71 will 28 49 Outdoor activities 57 45% Purchase fitness equipment to use at 2 Probably Definitely / Probably home 8 will 24 will Work out at 1 17 82 Rent fitness equipment to use at home 0 home 89
Streaming free fitness classes online 31 33 May or may 4 not Streaming paid fitness classes online 8 28 28
Accessing workouts through an app 4 Vs. 29% in W1 10 Probably Work out Virtual workouts with a partner or 9 will not 2 personal trainer 12 somewhere else W1 - 04/29/20 21 17 5 3 27% Stop or Other 1 11 W2 - 05/06/20 Definitely Definitely / Probably significantly 7 None of the above 12 9 decrease working 10 will not 8 will not W1 W2 out altogether W1 W2 04/29/20 05/06/20 04/29/20 05/06/20
Significantly higher vs. Wave Significantly lower vs. Wave Q104. You mentioned that you’re using a gym or fitness club less often. Which of the following are you doing/have done instead of going to a gym? Q105. How likely are you to go back to a gym or fitness club in the next 3 months? A Significantly higher vs. Subgroup 73 Base: Among those who are going to gym less often (Wave 2 n=166, Wave 1 n=154) Significantly lower vs. Subgroup Q106. If you don’t return to a gym or fitness club, what will you most likely do? Base: Among those who definitely/probably will not go back to gym (Wave 2 n=44*, Wave 1 n=44*) Wave 2 Safety remains a key priority while choosing gyms. 05/22/20
Importance of Factors when Choosing a Gym to Attend (%) TB % Change -1 0 +2 +2 +2 -1 +2 +1 +1 +2 -1 -1 (W2-W1)
33 32 Very important 57 57 56 55 54 64 63 62 61 58 60 58 58 58 72 71 68 67 65 67 66 65 Somewhat important 35 32 Not very important 30 24 25 30 25 30 25 29 26 31 17 Not important at all 19 22 19 24 20 24 21 25 31 17 19 16 23 5 6 6 6 5 7 8 7 5 4 4 4 7 6 4 7 5 5 7 6 8 7 15 19 6 9 6 9 7 8 6 9 7 9 8 9 6 9 7 10 7 9 7 9 8 12 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 W1 W2 Is cleaned and Does not allow Has Ensures all Offers hand Does not Is not too Has plenty of Introduces Limits the Limits the size Offers virtual as W1 04/29/20 disinfected users inside disinfectant equipment and sanitizer charge busy/ crowded equipment/ measures to number of of group well as in- W2 05/06/20 regularly who show spray or wipes weights are membership machines ensure users people allowed classes person fitness symptoms of available at all cleaned fees if the club available keep a safe inside at one class options being ill times between users must close distance time
Significantly higher vs. Wave Significantly lower vs. Wave Q107. How important to you is each of the following in choosing which gym/fitness club to attend? Base: Total Respondents Assigned to This Section (Wave 2 n=510, Wave 1 n=506) A Significantly higher vs. Subgroup 74 Significantly lower vs. Subgroup Younger consumers continue to over-index on using technology as a Wave 2 means to adapt while working out at-home or outdoors. 05/22/20 • With the weather getting better, middle-aged consumers have also taken to outdoor activities.
Past 3 Month Physical Activity 18-34 years 35-49 years 50-65 years Changes Total (A) (B) (C) Much/ Somewhat often (%) Base 510 168 160 182 At-home workouts 45 60 44 31 Outdoor activities 41 43 46 35 Technology Assisted 23 39 22 9
Physical Activities without gym 18-34 years 35-49 years 50-65 years Total (%) (A) (B) (C) Base 166 68 56 42 Streaming free fitness classes online 33 46 25 24
Membership Suspension BC Prairies Ontario Quebec Atlantic Total (A) (B) (C) (D) (E) (%) Base 269 36 46 104 66 17* Yes 89 72 85 92 B 92 B 100
Q100. How have the way(s) that you get physical activity changed in the past 3 months? A Significantly higher vs. Subgroup Q104. You mentioned that you’re using a gym or fitness club less often. Which of the following are you doing/have done instead of going to a gym? 75 Q101. Was your gym or fitness club membership suspended as a result of COVID-19? Significantly lower vs. Subgroup Women are calling for higher caution as compared to men and are Wave 2 likely to pay attention to the details with regards to safety. 05/22/20
Importance of factors when choosing a gym to attend Male Female Total Very Important (%) (A) (B) Base 510 242 268 Is cleaned and disinfected regularly 71 62 78 Does not allow users inside who show symptoms of being ill 67 60 74 Has disinfectant spray or wipes available at all times 67 56 76 Ensures all equipment and weights are cleaned between users 66 57 75 Offers hand sanitizer 65 52 76 Does not charge membership fees if the club must close 61 54 68 Is not too busy/crowded 60 52 67 Limits the number of people allowed inside at one time 58 50 65 Has plenty of equipment/machines available 58 53 62 Introduces measures to ensure users keep a safe distance 58 48 67 Limits the size of group classes 54 45 62 Offers virtual as well as in-person fitness class options 32 29 35
Q107. How important to you is each of the following in choosing which gym/fitness club to attend? A Significantly higher vs. Subgroup 76 Significantly lower vs. Subgroup With a younger skew, there is a sizeable minority within the ‘Cautiously Wave 2 Confident’ segment that is still participating in group activities 05/22/20
Total Vulnerables Cautiously Financially Indifferent Health Optimists Past 3 Month Physical Activity Confident Precarious Anxious Changes Much/ Somewhat often (%) (A) (B) (C) (D) (E) (F)
Base 510 66 65 94 47 132 102 At-home workouts 45 55 D 38 52 D 32 42 44
Outdoor activities 41 38 42 43 28 44 D 44 D
Technology Assisted workouts 23 18 45 24 6 23 19
Team sports league 9 9 31 5 6 4 4
In-person group activities 9 8 28 9 2 4 9
In-person group classes 8 8 29 5 4 4 3
At a gym or fitness club 6 2 31 5 6 1 3
Q100. How have the way(s) that you get physical activity changed in the past 3 months? A Significantly higher vs. Subgroup 77 Significantly lower vs. Subgroup Wave 2 Stay Connected 05/22/20
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