Toluna COVID-19 Barometer reveals most Americans acknowledge normal life won’t begin until late spring


More than half of all Americans (52%) claim they will not feel confident about making future plans until summer, according to the Toluna COVID-19 Barometer, a new bi-weekly barometer that taps into a community panel of 30+ million members providing accurate and timely information on the world’s perceptions regarding the Coronavirus. The latest research was carried out between 25-27 March.

When will Americans feel comfortable making future plans?

  • 53% of US respondents will not feel comfortable making future plans until spring
  • 52% of US respondents will not feel comfortable making future plans until summer

Healthcare, retailers and employers rank the highest when it comes to the most supportive institutions:

  • Healthcare services (79%)
  • Retailers (58%)
  • Employers (54%)

Utility companies and manufacturers are perceived fairly well while financial institutions are ranked least supportive:

  • Utility companies (52%)
  • Manufacturers (52%)
  • Financial institutions (29%)

Where are Americans spending their money? 

  • Seven in ten (72%) are spending money in their grocery stores
  • 59% are buying frozen food
  • 54% are buying cleaning products
  • 52% are buying toilet paper

Lucia Juliano, senior researcher for Harris Interactive and Toluna, said: “As COVID-19 continues to cause major disruption to day-to-day life, today’s findings clearly highlight that the US sees social distancing rules as being in place beyond current guidelines for the end of April. These insights, garnered from a U.S. panel within Toluna’s 30+ million member community, illustrate that across the board, Americans can withstand the inconvenience as they feel supported by the major institutions, including healthcare providers, retailers, and their employers. Banks and credit card companies, however, still have progress to make in terms of how they’re helping their customers.”

“It is our goal at Toluna to provide these insights on a regular, timely basis throughout the duration of the COVID-19 crisis so that the broader market can be kept informed of people’s sentiments may continue to change during the pandemic crisis.”