Audience Intel Report - RCG Advertising and Media

Enthusiasm Building

Consumers are “Ready to Go.” In ongoing studies by Nielsen, the data firm identified three distinct groups. In a major change from just one month ago, the “ready to go” crowd that feels things are safer than a month ago and intends to resume most normal activities in the next month, surged by 20 points to 54%.

Consumer Sentiment beats expectations in June. The “Index of Consumer Sentiment,” one of the metrics tracked by the University of Michigan in their ongoing consumer survey shows U.S. shoppers more optimistic in June than experts predicted. This marks the second monthly gain in a row.

Boomers are becoming increasingly comfortable shopping online. In a March poll reported by eMarketer, roughly 23% of boomers said they had been shopping more online due to the pandemic, considerably more than the 8% of respondents in February. Whether these behaviors continue post-pandemic remains to be seen.

Small Business optimism rebounds from April. The May edition of Small Business Economic Trends from the National Federation for Independent Business (NFIB) is showing small business confidence bouncing back from April lows.

“Don’t Make Me Turn This Car Around!”

75% of consumers plan to celebrate Father’s Day. After record spending of $16B on the holiday last year, 2020 looks to be similarly active according to research from the National Retail Federation.

Confined to the couch? There’s a card for that. According to sentiment giant, Hallmark, Father’s day is the fourth-largest card-sending holiday. About 72 million cards are expected to be purchased and sent this year.

Fewer kids, fewer fathers. In April, the CDC reported that U.S. birth rates have fallen to the lowest level in 35 years. While some speculated that recent quarantines might result in a post-pandemic baby boom, the first survey on that very topic out of the UK is showing the opposite might be the case.

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