Americans’ Response to the Coronavirus Will Significantly Affect Local Businesses
Although the coronavirus outbreak is in different stages in different parts of the world and the US, Americans are reacting mostly with caution and preparedness.
An USA Today/Ipsos poll conducted March 10th and 11th reveals many people are almost more concerned about the virus’s effect on their finances as their health. With the amount of misinformation and contradictory information, it’s not surprising that one-third of those surveyed said they haven’t (yet) adjusted their daily lives while another third said they have no plans to change how they live.
Significant percentages are already avoiding and/or plan to avoid many public places and, of course, that includes most of the retail establishments in their communities, especially shopping malls and centers.
US Internet Users’ Current and Planned
Avoidance of Public Places, February 2020
| Public Place | Currently Avoiding | Plan to Avoid |
| Public transportation | 49.3% | 73.1% |
| International travel | 47.4% | 68.2% |
| Shopping centers/malls | 47.2% | 74.6% |
| Movie theaters | 41.9% | 66.6% |
| Medical centers/hospitals | 38.9% | 50.6% |
| Community centers | 35.5% | 56.9% |
| Restaurant/Bars/Coffee shops | 35.3% | 60.5% |
| Shops in general | 32.7% | 52.7% |
| Sports events | 32.0% | 58.8% |
| Other entertainment/leisure venues | 21.6% | 40.7% |
| Schools/Colleges | 21.1% | 39.3% |
| My workplace | 11.1% | 17.0% |
| Other | 2.4% | 1.4% |
eMarketer (Coresight Research), March 2020
Obviously, local businesses are concerned because they would like to maintain some level of revenues during this period – and eventually this will affect their willingness to spend ad dollars, and then affect your station and all media.
Some stores will probably have to close for some currently undetermined amount of time and shopping centers/malls may be the first. It’s important to remember that the virus will unlikely affect all states, cities and community equally, so if your market is less affected, then some level of advertising and retail sales may continue.
Your focus at this point is to help your clients and all local businesses to prepare for the disruption and provide some possible solutions. Media Group Online shares some ideas on page 2.
