A Look Ahead
Americans have been providing their insights on a wide range of topics as they navigate the reality of COVID-19 and deal with the impacts on their daily lives
June 25, 2020
When do you think life will go back to normal in America?
82
increase in the number of people who believe life is never going back to normal in America
Compared to other generations, Gen Xers (44%) and baby boomers (42%) are the most likely to believe that life will never go back to normal in the U.S.
As states continue lifting restrictions, which places would you feel comfortable visiting in the next 30 days?
Americans are still most comfortable going to the grocery store, as they have been operating safely throughout the outbreak. While restaurants and salons topped the list of places Americans would feel comfortable frequenting back in May, malls and retail stores have bumped salons out of the number three spot. 31% of Americans are not comfortable going to any of these establishments just yet, up from 27% in May. Overall, Americans consistently feel the least comfortable dropping off their children at daycare.
Compared to other age groups...
- Baby boomers feel the most comfortable going to the grocery store.
- Millennials feel the least comfortable going to restaurants.
- The Silent Generation feels the most comfortable going to beauty salons.
May 12, 2020
When do you think life will go back to normal in the United States?
40
of Americans think it will take over 60 days for life to return to normal in the U.S., while 29% are ruling out the possibility of normal altogether. This outlook is far less optimistic than Americans' predictions a month earlier.
As states start lifting restrictions, which places would you feel comfortable going to in the next 30 days?
Americans report they would feel the most comfortable going to grocery stores (32%) within the next 30 days - likely due to the fact that as essential businesses, grocery stores nationwide have been operating with safety measures in place throughout the outbreak. Overall, Americans feel the least comfortable dropping off their children at daycare (6%), with about 1 in 3 Americans feeling uncomfortable going to any establishments at all.
Beyond grocery stores, 25% of Americans would feel comfortable going to a restaurant, 23% would visit a hair or nail salon, and only 10% would return to the bars.
The youngest generations (Gen Z & millennials) will head to bars and gyms when restrictions lift, while baby boomers and adults over 75 are more likely to go to restaurants and salons
May 5, 2020
How comfortable are you with states lifting stay-at-home restrictions and re-opening for business?
As federal social distancing guidelines expire, only 34% of Americans are comfortable with governors lifting stay-at-home restrictions at the state level.
In light of stay-at-home orders, how do you plan to celebrate Mother’s Day this year?
32% Americans plan to celebrate Mother’s Day in person with friends and family, while 27% plan to send a gift to their loved ones.
April 27, 2020
How comfortable are you with states lifting stay-at-home restrictions and re-opening for business?
32
are comfortable with states lifting stay-at-home restrictions
35
approve of protests against stay-at-home orders
Overall, only 32% of Americans are comfortable with states lifting stay-at-home restrictions. Americans in states where restrictions are being lifted are equally as uncomfortable as the rest of the nation.
April 13, 2020
When do Americans think life will go back to normal in the US?
Most Americans don’t believe life in the US is going back to normal any time soon. Compared to baby boomers, Gen Z is far more optimistic when it comes to expectations around the return of normalcy.
Millennials are most likely to question whether life will ever go back to normal at all.
Compared to the rest of the U.S. population, millennials are least likely to practice social distancing
FAQs
How is this data collected?
‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.
Who is the audience?
Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:
| Demographic Attribute | Over Penetrated Among |
| Age | Median: 38
61% between the age of 18 & 44 |
| Gender | 50/50 Male/Female |
| Education | High School Degree or Some College |
| Homeownership | 61% Renters |
| Households with Children | 42% of Audience |
How many people were surveyed?
On average, 150,000 – 175,000 consumers respond daily.
Is the data weighted?
No, but representative of the overall Fluent Audience.
How do you protect consumers data privacy?
All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.
What was your methodology?
Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.
The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.