In order to understand how the pandemic is impacting customer behavior, Hero Digital surveyed 1,008 people about how their behaviors have changed since the start of the COVID-19 crisis. The surveys were conducted using Google Surveys between March 23 and 25, 2020.

1. Hero Digital
Consumer Pulse Survey
Confidential, Hero Digital LLC
APRIL 6, 2020

2. !2 Confidential, Hero Digital LLC
Study overview
In order to understand how the pandemic is
impacting customer behavior, Hero Digital
surveyed 1,008 people about how their
behaviors have changed since the start of
the COVID-19 crisis.
The surveys were conducted using Google
Surveys between March 23 and 25, 2020.
The results are weighted back to age,
gender, and geographic region.
We will continue to monitor changes in
behavior and sentiment over an 8-week
period.

3. Key learnings
Confidential, Hero Digital LLC!3
–– Over 90% of people reported that they’ve had to adjust or change their lifestyle since the
start of the global pandemic. At the time of the survey, half of the respondents thought the
pandemic would last between 1 and 6 months. We will continue to monitor how these
sentiments trend over time.
–– 3 out of 4 people reported increasing at least one common daily activity compared to a
week earlier. Although day-to-day lives are changing, they’re not stopping. Watching TV and
movies had the biggest increase but other activities such as connecting with loved ones and
working have also increased for many people.
–– Increasing activities has lead many people to shift their behaviors online. Half of the
respondents reported trying things like video chats, streaming, and online grocery shopping
for the first time or doing them significantly more since the start of the pandemic.
–– In addition to increasing behaviors, half of respondents also reported increasing spend—
but only on what they need. Much of the increased spend reported was on groceries with
1 in 3 people saying that in the coming weeks they’ll only spend on necessities.
CONSUMER PULSE SURVEY

4. !4 Confidential, Hero Digital LLC
Outlook and attitudes

5. Confidential, Hero Digital LLC!5
Digital preference
The digital transformation
The vast majority of customers prefer
to interact with companies digitally at
least part of the time; 37% have a
strong digital preference if possible.
Which of the following statements best describes how you generally prefer to interact with
brands and companies?
(n=1,921)
I prefer interacting in person if possible
I prefer some in person, others digitally
I prefer interacting digitally if possible 37.3%
34.2%
28.5%

6. Confidential, Hero Digital LLC!6
COVID-19 lifestyle impact
Which of the following best describes the impact the COVID-19 global pandemic has had
on your day-to-day lifestyle?
(n=1,607)
No change A few aspects Many aspects Most aspects All aspects
17.2%
24.6%
23.3%
25.5%
9.5%
The new normal
Over 90% of people report have to
make at least some changes to their
day-to-day lifestyle.

7. Confidential, Hero Digital LLC!7
Time to return to normal
Lasting impact
Most people (54%) think that life
will return to normal between
1 and 6 months.
How long do you think it will be until you feel that your life has returned to normal?
(n=1,540)
Less than a month 1 to 3 months 3 to 6 months 6 months to 1 year More than 1 year Not sure/can't predict
15.3%
6.8%
17.0%
26.8%
27.4%
6.8%

8. !8 Confidential, Hero Digital LLC
Impact on behaviors

9. Confidential, Hero Digital LLC!9
Increase in activity
Which of the following activities or behaviors do you feel you currently spend more time
doing than you did a week ago?
(n=1,427, n=1067)
Watching
TV/movies
Connecting with
friends/family
Working Playing games
online
Exercising Shopping
9.9%
16.1%
17.5%
22.2%
23.4%
56.3%
No
24%
Yes
76%
Evolving behaviors
3 out of 4 people responded that they
have increased at least one common
daily activity since the start of the
pandemic.

10. Confidential, Hero Digital LLC!10
Change in digital behaviors
Shifting life online
Video chats saw the largest jump in
engagement, but many other online
behaviors have also increased.
Have you done any of the following for the first time or significantly more in recent weeks?
(n=1,371, n=698)
Video chats
with friends/family
Streaming
movies
Online grocery
shopping
Streaming
workouts
Online/digital
banking
Virtual doctor
check-ins or
questions
13.3%
15.6%16.1%
25.2%
30.8%
42.7%
No
49%
Yes
51%

11. Confidential, Hero Digital LLC!11
Digital beyond COVID-19
Which of the following do you plan to continue doing, even after COVID-19 is
no longer a threat?
(n=1,331, n=781)
No
40%
Yes
60%
Video chats
with friends/family
Streaming
movies
Online grocery
shopping
Streaming
workouts
Online/digital
banking
Virtual doctor
check-ins or
questions
14.2%
44.7%
16.1%
25.6%
47.9%
37.5%
Sustainable behaviors
Many of these digital behaviors will
continue beyond the pandemic,
creating an opportunity for change.

12. !12 Confidential, Hero Digital LLC
Spend sentiment

13. Confidential, Hero Digital LLC!13
Increase in spend
Has your spending increased in any of the following categories since last week?
(n=1,301, m=677)
Groceries/
food/drink
Delivery/
takeout
Vitamins/
wellness
Media/
entertainment
Home
furnishings
Clothing/
accessories
5.1%5.6%
16.1%
17.4%
28.4%
63.2%
No
48%
Yes
52%
Still spending
Half of respondents indicated that their
spend had increased, especially for
necessities like food and drink.

14. Confidential, Hero Digital LLC!14
Spend preferences
Needs over wants
Consumers want to support small
businesses and the brands they
always use; but there is also a desire
to only spend on necessities in this
uncertain time.
Which of the following are true statements about your spending plans in the next couple weeks?
(n=1,267)
Small businesses when possible
The brands that I always use
The brands that make it easiest for me
The brands that operate primarily online
The brands that care about me
I will only spend on necessities 35.4%
7.2%
7.7%
11.0%
24.9%
36.7%
I plan to spend money with...

15. !15 Confidential, Hero Digital LLC
Sample details

16. Confidential, Hero Digital LLC!16
Survey population
Unweighted Weighted
19% 48%
36%
52%
46%
Female Male Unknown
Unweighted Weighted
21% 16%
14%
17%
15% 18%
15% 17%
14% 19%
13%
13%9%
18-24 25-34 35-44 45-54
55-64 65+ Unknown
Unweighted Weighted
24%23%
38%35%
17%14%
21%
28%
Midwest Northeast South West
Gender Age Geography

17. Confidential, Hero Digital LLC!17
>$50k $50k-$100k $100k-$150k $150k-$200k $200k-$250k $250k+ Prefer not to answer
27.5%
4.4%
2.8%
6.5%
13.4%
25.3%
20.2%
Income
Survey population
Which of the following best describes your total annual household income?
(n= 1,247)

18. Create experiences of Truth & Beauty.