SPATE

COVID

TRACKER

How is Covid-19 impacting

behavior in the US?

Spate analyzes search data to identify shifts in consumer behavior and demand. With Covid-19, Americans have been adapting to new lifestyles — and their search behavior is reflecting that. 

While some of these shifts may just be short term, consumers are stepping outside of their comfort zone and are learning how to do things differently — whether it's shopping at an alternative retailer, or picking up a new hobby.

Explore below to see how stay-at-home is impacting US search behavior.

GROWTH

+67%

VOLUME

+109M

AMAZON IS SHARING THE SPOTLIGHT

Despite having a first mover advantage, Amazon is seeing slower growth than other online retailers. The digital giant has stronger search volume, but consumers are increasingly turning to other delivery services for their online shopping needs. Demand for alternative solutions (ie Instacart and Thrive Market) especially grew stronger when Amazon announced delayed shipping for non-essential items. Walmart is experiencing the strongest absolute change in search volume.

 

 

The graph below demonstrates growth in searches for the week ending April 12th vs. week ending February 16th.

TOP RELATED KEYWORDS

The bar graph below shows the difference in overall search volume since the week ending Feb 16th until the week ending April 12.

Walmart had the highest increase in search volume since Feb 16th, with +72.2M searches.

Alternatively, department stores saw decline across the board.

WHAT WE THINK

Amazon's weakness in keeping up with orders is creating new opportunities for other retailers. Consumers are still adjusting to the stay-at-home lifestyle and there is room to be part of their "new normal" shopping habits. Encourage consumers to go beyond their Amazon comfort zone, and offer them incentives that make it worth their time (uploading their billing and credit card info is hard work!!)). Consider free shipping, shipment time, and perhaps even membership benefits to compete with Amazon.

GROWTH

+57%

VOLUME

+531K

AN UNEXPECTED FRIEND

While people are still interested in fostering dogs, Americans are befriending neighborhood birds. This seasonal trend has come back bigger than ever now that Americans are at home, and birds are proving to be a top growth category in animal-related searches.

 

The graph below demonstrates growth in searches for the week ending April 12th vs. week ending February 16th.

TOP RELATED KEYWORDS

The bar graph below shows the difference in overall search volume since the week ending Feb 16th until the week ending April 12.

Strongest increase in search volume for dog fostering and clippers, but high volume increase for bird feeders and birds, overall.

Alternatively, cats are receiving -8K less searches for adoption since Feb 16th.

As loneliness continues to trend during this global pandemic, Americans are turning to animals for friendship instead. Whether it's fostering a dog or feeding the local birds, Americans are forming new bonds and perspective that can have a lasting impact on their interests and lifestyles. Consider how these shifting behaviors will impact your consumers' priorities. Alternatively, Americans are lonely and bored — how else can you provide support at this time?

WHAT WE THINK

GROWTH

-26%

VOLUME

-166K

BACK TO BASICS

CBD was so 2019. This year is a whole new level of stress, and consumers

are turning to alcohol and weed to get their fix.

 

 

The graph below demonstrates growth in searches for the week ending April 12th vs. week ending February 16th.

TOP RELATED KEYWORDS

The bar graph below shows the difference in overall search volume since the week ending Feb 16th until the week ending April 12.

Strong growth across a variety of alcohol beverages, with beer  and wine seeing the strongest growth in search volume since Feb 16th.

Dispensaries and CBD took a hit in search volume with a total of 404K less searches since Feb 16th.

2020 has been a difficult year, so perhaps consumers are looking to get more bang for their buck when it comes to de-stressors. CBD was very hyped in 2019 and has peaked, but there are still areas of growth within the category (ie CBD gummies).

 

As consumers seek out ways to deals with stress during stay-at-home, CBD may not be as top of mind as one would expect.  For those that are selling CBD products, consider focusing on claims (ie anxiety and stress) rather than the ingredient. For everyone else, consider how your product might fit in with a glass of red wine.

WHAT WE THINK

Source: U.S. Google Search data from Feb 16th 2020 to April 12th 2020 - data is compiled on a weekly basis.
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