Data Collection
This is the third wave of our Coronavirus Omnibus tracker. For each wave, we surveyed 1,000 respondents from around the nation. Wave 1 fielded in the early stage of the pandemic, from April 1-5. Wave 2 fielded May 26-June. In our first wave, we uncovered 5 unique COVID mindsets. A sixth mindset emerged in wave 2.
This wave (wave 3) fielded September 2-9. In addition to an online survey, we supplemented our research with 12 in-depth interviews, 2 for each mindset segment.
Wave 3 Executive Summary
People are fatigued on every level: from media, from rule compliance, from the extra burden from the pandemic (e.g. child-rearing)
Optimism and compliance are down; skepticism and pragmatism are up
Trust is declining across the board–with politicians, the media, even with medical experts
Many are taking a “mental health break” from the news
People are Less Concerned the Longer COVID Stretches on
Driven by fatigue of the media, the constant coverage, the rules, the frequent change in rules, the election, and the emotional burnout of being acutely stressed for a prolonged period, people are tuning out and adapting to the state of life in a pandemic.
“I’m so tired of it. I just want things to go back to normal.”
Skeptical & Lax
Optimism Wanes as Pragmatism Settles in
We continue to see a mindset shift away from both our Informed & Compliant and our Optimistic & Thriving mindset and towards the Unfazed & Pragmatic mindset, signaling that the initial shock of the pandemic continues to subside as consumers are settling into new routines.
Trust in Key Sources Continues to Erode
Across all segments and political affiliations, trust continues to erode at every level leading to more disillusionment and skepticism.
Taking a Break from the News is the New Self-care
Emotional fatigue is a key reason why many feel they no longer need to follow the news with the same intensity they did at the start of the pandemic
“I’m reading and watching a lot less news; if something truly big happens, it will find its way to me, whether through my social media, or friends and family; I don’t need to stay glued to the day-to-day anymore, I just can’t.”
Informed & Compliant
“I’ve been feeling more optimistic lately, and I think a big reason for that is because I’ve really tuned out of the news for a while now. I needed a break from the constant doom and gloom.”
Optimistic & Thriving
“I don’t watch a lot of news, and I feel like I should, but it’s very confusing to know what’s right or wrong. In order to not go nuts I had to stay away from it.”
Anxious & Escapist
There is also a level of distrust in the media’s coverage, leading some to believe the content is purposely intensified to increase viewership/ratings
“I think the media has an agenda; they want us to tune into their channel, so they make the news more dramatic. It’s concerning.”
Restless & Reemerging
“I don’t believe that the virus itself is made up, but I do think different sources are overblowing it for personal gain – the media, it’s their job to get people to watch as much as possible.”
Unfazed & Pragmatic
“The biggest reason they’d overhype the pandemic is that it’s all about clicks, so the more exaggerated, the more emotional, the more heartbreaking, the more clicks those stories get.”
Skeptical & Lax
For more information please contact Maria Vallis at mvallis@hypothesisgroup.com.