Dec. 23, 2021 – As part of its Consumer Behavior & Sentiment Survey, data and tech company Numerator identifies shifts in consumer behavior by tracking purchasing data and surveying purchasers. The Chicago-based company’s update to its monthly Consumer Behavior & Sentiment Survey offers fresh perspectives into the impact on consumers of the omicron variant, as well as how that differs from consumer reaction to the delta variant.
 
Here’s what consumers say about both variants.
 
• 20% report concern about omicron versus the 27% who say they’re worried about the delta variant.
 
• 35% are more concerned over omicron than other strains.
 
• 34% believe omicron will lead to a return to lockdown. By comparison, 61% said that about the delta variant last summer, when it was at its peak.
 
• 19% of consumers rate their overall Covid concern a 10 out of 10. That’s down from 22% in November and is significantly lower than levels of concern reported in August and September.
 
• 59% of consumers prefer mask-wearing in public. Based on vaccination status, 68% of those vaccinated support masking, while 69% of unvaccinated consumers do not.
 
• 49% of respondents prefer shopping with retailers that mandate masks. The breakdown is 61% of vaccinated consumers versus 20% of those who aren’t vaccinated.
 
• 71% of consumers say they agree or strongly agree with the following: "I think we will learn to live with Covid-19 rather than ever fully returning to a pre-Covid 'normal.'"
 
• Approval for participation in most away-from-home activities is down slightly. The biggest declines are with in-store shopping without masking and getting together with family and friends.
 
• On the other end of the spectrum, consumers are registering the least concern for ordering takeout or dining outside a restaurant.
 
For more information: numerator.com.