Pandemic Quality Time for Americans

August 31, 2020

While there have been many negative consequences of the overall pandemic experience, there are some positive outcomes that most Americans have experienced during this period of time.

With home isolation and social distancing in place, most Americans have been afforded the opportunity to undertake activities to a greater extent than is the case during their normal routine. Indeed, during the pandemic most have been able to spend more quality time with their families, bake and cook more than usual, relax more than usual, and read more than usual. Meanwhile, one-half have been able to sleep more than usual, while nearly one-half have been able to exercise more than they usually do. It is also positive to note that four in ten Americans report developing a new friendship or deepening an existing one.

Across the country, results are generally consistent. There are, however, some interesting differences across demographics. Those under the age of 55 are much more likely to note being able to spend more time with family, perhaps related to the fact that residents in this age category are ‘empty nesters’. Younger residents are also more likely to note developing a new friendship or deepening an existing one. Across all of the measured positive outcomes, higher income earners are more likely to have experienced each of them. Differences across education levels are also apparent, as residents with higher levels of education are more likely to have experienced being able to exercise and read more than normal.

This survey was conducted online July 29-31, 2020, with 1,000 Americans 18 years of age or older, from the Logit Group’s American Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Americans to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2010 Census, by gender and age to reflect these population characteristics for the country as a whole. Results are also reflective of the country across regions. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with industry standards, a margin of error is not applied.

This is the fourth of four research summaries that will be provided within the week. Watch for further details on Americans’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
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Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
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Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com