IZEA surveyed over 1,000 US internet users confined to their homes to understand changing consumer behaviors during COVID-19 lockdowns. Key findings include: 45% purchased non-essential items; 26% are researching new products more; 23% plan to subscribe to meal kit services; and 36% plan to use grocery/retail delivery or curbside pickup. Social media users and influencers are more likely to purchase online and use delivery services.

1. APRIL 22, 2020
COVID-19
Stay-at-Home
Impacts on
Consumption
Trends
IZEA INSIGHTS SPECIAL REPORT

2. We surveyed a total of 1,061 U.S. Internet Users
who have been confined to their homes to
help understand consumer consumption
behaviors related to the COVID-19 lockdown.
We took that data and applied it to the
Influencer Marketing industry.
BACKGROUND
• Provide insights for our partners who are responsible for marketing products and
services during the Coronavirus lockdown.
• Inform, educate, and assist decision makers that must adapt to a high stress
environment and continue to operate their businesses.
• Help all parties understand sensitive topics and how they may be able to interact
with consumers during an unprecedented national crisis.
• Protect the brands, influencers, and end consumers that make our industry work.
GOALS

3. Sample Population
0%
5%
10%
15%
20%
25%
30%
35%
40%
<18 18-29 30-44 45-60 >60
29%28%
30%
13%
1%
Gender
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male Female
57%
43%
Age
1,061 Qualified
Consumers
All Internet respondents required to have indicated that they
are currently confined to their home due to Coronavirus.
U.S.
Geography
4/9/20
Data Gathered
U.S. CONSUMERS CONFINED TO HOME

4. Say that they have
purchased items that they
consider “non-essential”
since being impacted by
Coronavirus.
45%OF ALL RESPONDENTS
RESPONSES BY SOCIAL MEDIA USAGE
All
Respondents
No Social
Media Usage
Influencers
Yes 45.4% 28.0% 75.0%
No 54.6% 72.0% 25.0%
Q: Have you purchased any
products that you would consider
"non-essential" since being
impacted by Coronavirus?

5. 4-5x BASELINE 3-4x BASELINE 2x BASELINE BASELINE
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
TikTok
Users
Blog
Users
Snapchat
Users
Pinterest
Users
Twitch
Users
Instagram
Users
YouTube
Users
Twitter
Users
LinkedIn
Users
Facebook
Users
Don't Use
Social Media
28.0%
39.4%
40.7%41.4%
42.7%
44.2%
45.7%
48.4%48.5%
51.1%
57.6%
Purchased “Non-Essential” Items Untitled 1
Q: Have you purchased any products that you would consider
"non-essential" since being impacted by Coronavirus?
2.1x
vs. Non-Users

6. Q: How big of a discount would you need to buy an item you
really want but consider non-essential right now?
0%
5%
10%
15%
20%
25%
30%
0% - Buying
Right Now
10% Discount 20% Discount 30% Discount 40% Discount 50% Discount 60% Discount 70% Discount 80% Discount 90% Discount Would Not Buy Now
17.0%
3.2%
3.7%
5.3%
5.9%
25.8%
11.5%
9.4%
6.9%
3.4%
8.0%
9.5%
2.7%
2.3%
5.0%
3.1%
22.6%
11.4%
17.8%
12.7%
5.4%
7.5%
Male Female
HIGHEST

7. Though consumers are more cost-
conscious right now, purchasing non-
essential items helps consumers have a
sense of normalcy, while providing
them with a hint of indulgence and
entertainment.
IZEA INSIGHT
INFLUENCER CONCEPTS
BEAUTY BRAND : “LOOK-ALIKE”
Influencers will purchase items for an at-home beauty makeover, including
eyeshadows, lipsticks, nail polish, and hair products. Promo Codes will be
used to help drive sales for their audience to recreate at home.
ELECTRONICS BRAND : “SMART @HOME”
Make your life a little easier by doing smart-home upgrades. Influencers will
share smart home purchases and how they set up routines to make their
house more efficient.

8. Q: Have you tried any new products or brands
since you have been impacted by Coronavirus?
30%
HAVE TRIED
1-2 NEW BRANDS
13%
HAVE TRIED
3-5 NEW BRANDS
3%
HAVE TRIED
6+ NEW BRANDS
36%
HAVEN’T TRIED
BUT OPEN TO
18%
HAVEN’T TRIED
& NOT OPEN TO
A: 82% of consumers have tried or are willing to try a new brand

9. Consumers have lost their ability to
explore physical locations and
experiences outside their home, giving
challenger brands an opportunity to
fill a void for those looking to try
something new.
IZEA INSIGHT
INFLUENCER CONCEPTS
FOOD BRAND : “BLIND TASTE TEST”
Encourage people to replace a product they normally use and see which
one they like better. Perfect for brands that offer lower calorie or healthier
alternatives to their traditional counterparts.
ENTERTAINMENT BRAND : “MOVIE ROULETTE”
Download and spin the movie wheel. Rent a lesser known film that you
probably haven’t seen before and enjoy a traditional movie theatre snack.

10. Say that they are researching
new products more than they
did before Coronavirus.
26%OF ALL RESPONDENTS
RESPONSES BY SOCIAL MEDIA USAGE
All
Respondents
No Social
Media Usage
Influencers
Researching More 26.4% 2.0% 52.8%
Researching The Same 27.7% 20.0% 25.8%
Researching Less 2.9% 0.0% 2.25%
Not researching right now 42.0% 78.0% 19.1%
Q: Do you find yourself
researching new products while
impacted by Coronavirus?

11. Q: What type of research and educational videos have you
watched while being impacted by Coronavirus?
0%
5%
10%
15%
20%
25%
30%
35%
40%
Cooking & Recipes Fitness & Health Financial Research Home Improvement Arts & Crafts Tax Research Professional Development Beauty & Makeup Online Content Creation Insurance Research
3.0%
4.2%
10.4%
5.6%5.9%
17.8%
14.1%
11.7%
20.8%
33.0%
6.2%6.2%
4.6%
10.6%
12.0%12.0%
18.9%
24.3%
20.5%
24.1%
Male Female
HIGHEST
A: 1 in 3 females are watching
cooking and recipe videos.

12. The average engagement rate for
cooking related terms has seen a
significant uptick since the start
of the year.
IZEA INSIGHT
0%
0.3%
0.6%
0.9%
1.2%
1.5%
1.8%
2.1%
2.4%
2.7%
3%
Jan 2020 Feb 2020 Mar 2020 Apr 2020
2.3%
2.2%
1.8%1.8%
1.5%
1.3%
1.0%
0.9%
2.4%2.3%
2.2%2.2%
#cooking #recipe #homemade
AVERAGE ENGAGEMENT RATE (%)
1.6x
vs. Jan 2020

13. Say that they have
subscribed or plan to
subscribe to a meal kit
delivery service such as
Blue Apron or Hello Fresh.
23%OF ALL RESPONDENTS
RESPONSES BY AGES
All 18-29 30-44 45-60 60
Subscribed or Plan To 22.8% 35.7% 33.0% 18.0% 10.9%
Do Not Subscribe or Plan To 77.2% 74.3% 67.0% 82% 89.1%
Q: Are you planning to or
have you already
subscribed to a Meal Kit
Subscription Service?

14. Say they plan to use
grocery delivery or
curbside pickup
services while confined
to their home.
36%OF RESPONDENTS

15. 34%SAY LIKELY
TO USE
RESTAURANT
DELIVERY OR CURBSIDE PICKUP
7%SAY LIKELY
TO USE
ALCOHOL DELIVERY
DELIVERY OR CURBSIDE PICKUP
10%SAY LIKELY
TO USE
COFFEE
DELIVERY OR CURBSIDE PICKUP
5%SAY LIKELY
TO USE
CLOTHING DELIVERY
DELIVERY OR CURBSIDE PICKUP
8%SAY LIKELY
TO USE
HOME IMPROVEMENT
DELIVERY OR CURBSIDE PICKUP
4%SAY LIKELY
TO USE
ARTS & CRAFTS
DELIVERY OR CURBSIDE PICKUP

16. Q: Which online stores are you most likely to
shop at during the Coronavirus outbreak?
HIGHEST
0%
10%
20%
30%
40%
50%
60%
70%
Amazon.com Walmart.com Target.com eBay.com SamsClub.com Kroger.com HomeDepot.com Costco.com Lowes.com Publix.com
6.4%6.4%7.2%
9.4%10.2%
12.5%
18.7%
24.6%
51.8%
66.2%
4.4%
11.0%
9.3%
15.4%
8.9%
10.6%
22.6%
21.0%
53.1%
65.8%
Male Female

17. Q: What type of delivery or curbside
pickup services do you think you will use
during the Coronavirus outbreak?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
97%
97%
96%
96%
96%
66%
67%
3%
3%
4%
4%
4%
34%
33%
LIKELY TO USE UNLIKELY TO USE
AGES 45-60
GROCERY
RESTAURANT
COFFEE
ALCOHOL
HOME
IMPROVEMENT
CLOTHING
ARTS & CRAFTS
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
94%
91%
89%
86%
84%
63%
60%
6%
9%
11%
14%
16%
37%
40%
LIKELY TO USE UNLIKELY TO USE
AGES 30-44
1.2xVS. AGES 45-60
1.1xVS. AGES 45-60
4.0xVS. AGES 45-60
3.5xVS. AGES 45-60
2.8xVS. AGES 45-60
3.0xVS. AGES 45-60
3.0xVS. AGES 45-60
Those ages 30-44 are up to
4x more likely to use delivery
services for certain goods.

18. Say that they have traveled to
a home improvement store
since being impacted by
Coronavirus.
33%OF MALE RESPONDENTS
RESPONSES BY AGE GROUP
All 18-29 30-44 45-60 60
Males Who Have Traveled 32.8% 44.9% 33.6% 30.2% 28.1%
Females Who Have Traveled 24.4% 30.0% 28.2% 23.3% 19.6%
Q: Have you traveled to a home improvement
store since being impacted by Coronavirus?

19. Younger consumers likely haven’t
accumulated the same amount of
tools and supplies needed to
complete various home improvement
projects.
IZEA INSIGHT
INFLUENCER CONCEPTS
POWER TOOL BRAND: “DRILL HACKS”
Demonstrate how consumers can safely use a power drill to complete
creative tasks around the house. For example: Turn your drill into a power
scrubber to clean up messy pots and pans from extra cooking.
HOME IMPROVEMENT BRAND/RETAILER: “DIY ON A DIME”
Using video content, Influencers will share small cost projects that have a
big impact such as changing light fixtures, updating cabinet knobs, or
adding an accent wall with paint and decor.

20. Say that they are
considering installing
new flooring while
impacted by Coronavirus.
28%OF MALE RESPONDENTS
THAT OWN THEIR HOME
It is a great time for major
home improvement
projects.
IZEA INSIGHT

21. Say that they have used
Amazon or Whole Foods
grocery delivery services
since being impacted by
Coronavirus.
17%OF ALL RESPONDENTS
Q: Have you used any grocery or
pharmacy delivery services since
being impacted by Coronavirus?
RESPONSES BY SOCIAL MEDIA USAGE
All
Respondents
No Social
Media Usage
Influencers
Amazon Delivery 12.9% 0.0% 39.8%
Whole Foods Delivery 3.9% 0.0% 13.8%
Total 16.8% 0.0% 53.6%

22. Walmart Grocery Delivery
Amazon Grocery Delivery
Instacart
Other Grocery Delivery
Whole Foods Delivery
Kroger Delivery
CVS Delivery
Walgreens Delivery
Shipt
Peapod
Other Pharmacy Delivery
FreshDirect
Google Shopping
Albertsons Delivery
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
0.5%
1.2%
1.5%
1.9%
1.9%
2.0%
2.5%
3.3%
3.5%
3.9%
4.7%
9.1%
12.9%
15.2%
Q: Have you used any grocery or pharmacy delivery
services since being impacted by Coronavirus?
ONLINE INFLUENCERS
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
2.3%
8.1%
6.9%
4.6%
2.3%
13.8%
11.5%
5.8%
13.8%
4.5%
14.9%
39.1%
47.1%
ALL RESPONDENTS
% WHO HAVE USED % WHO HAVE USED

23. Social media users are more likely to
use any form of grocery delivery
service, with influencers being up to
3x more likely to take advantage of
these services.
IZEA INSIGHT
INFLUENCER CONCEPTS
ALCOHOL BRAND: “SEE A SIP”
Using a delivery service, Influencers will “send a sip” of their favorite drink of
choice to a loved one or a friend and challenge them to record their virtual
cheers and to pass it on, sharing their videos using #SeeASipSendASip.
DELIVERY BRAND: “GROCERY HAUL”
Influencers will adapt “haul” content to no longer be about items from a
shopping trip, but items they got delivered through a grocery delivery
service. They can showcase each item, explain the ordering process and
why they chose the items, and how they plan to use them.

24. Q: What type of clothing and apparel do you think you
may buy while being impacted by Coronavirus?
34%SAY LIKELY
TO BUY
T-SHIRT
27%SAY LIKELY
TO BUY
ATHLETIC WEAR
19%SAY LIKELY
TO BUY
JEANS
16%SAY LIKELY
TO BUY
SOCKS
15%SAY LIKELY
TO BUY
PAJAMAS
15%SAY LIKELY
TO BUY
GYM SHOES
14%SAY LIKELY
TO BUY
UNDERWEAR
10%SAY LIKELY
TO BUY
FLIP FLOPS
FILTER APPLIED
Those that say they have
a great deal of say on
purchasing decisions.

25. Consumers are still purchasing clothes,
but their needs have shifted from the
traditional date night, vacation wear
and business attire to "Comfort at
Home.”
IZEA INSIGHT
INFLUENCER CONCEPTS
CLOTHING BRAND : “WORK(OUT) FROM HOME”
Suggestions and tips for making your at-home work wardrobe video call
friendly, yet comfortable enough to stretch your legs in and enjoy a walk or
at-home yoga.
FURNITURE BRAND : “OFFICE COMFORT”
Comfortable clothes don’t matter if you are sitting in the wrong chair all day.
Influencers can guide consumers on how to pick the right chair for extended
work days from home.

26. RESPONSES BY SOCIAL MEDIA USAGE
All
Respondents
No Social
Media Usage
Influencers
Yes 27.9% 10.0% 60.7%
Maybe 22.6% 28.0% 15.7%
No 27.8% 22.0% 14.6%
No Garage 21.7% 40.0% 9%
Say they would or might
let a retailer deliver a
package directly inside
their garage.
50%OF ALL RESPONDENTS
Q: Would you let a major
retailer you trust access and
deliver a package directly
inside your garage?

27. Say they have used a
virtual tool to visualize
physical product since being
impacted by Coronavirus.
19%OF RESPONDENTS
RESPONSES BY AGE GROUP
All 18-29 30-44 45-60 60
Have Used 19.2% 30.1% 30.0% 15.0% 11.9%
May Have Used 5.8% 7.9% 7.2% 5.5% 3.5%
Have Not Used 75.0% 61.9% 62.5% 79.4% 85.0%
Q: Since being impacted by Coronavirus have
you used a virtual tool to preview a product that
you can no longer see in person?

28. RESPONSES BY AGE GROUP
All 18-29 30-44 45-60 60
Laptop 22.6% 40.4% 29.1% 15.7% 11.9%
Say they have or might
purchase a laptop
computer while being
impacted from
Coronavirus.
23%OF ALL RESPONDENTS
Q: What type of electronics
have you purchased or do you
think you may purchase while
being impacted by Coronavirus?
FILTER APPLIED
Those that say they have
a great deal of say on
purchasing decisions.

29. Q: What type of electronics have you purchased
or do you think you may purchase while being
impacted by Coronavirus?
FILTER APPLIED
Those that say they have
a great deal of say on
purchasing decisions.
12%PURCHASED
OR LIKELY
TO PURCHASE
SMART PHONE
8%PURCHASED
OR LIKELY
TO PURCHASE
TELEVISION
11%PURCHASED
OR LIKELY
TO PURCHASE
HEADPHONES
6%PURCHASED
OR LIKELY
TO PURCHASE
SMART SPEAKER
10%PURCHASED
OR LIKELY
TO PURCHASE
TABLET
5%PURCHASED
OR LIKELY
TO PURCHASE
COMPUTER MONITOR
8%PURCHASED
OR LIKELY
TO PURCHASE
DESKTOP
5%PURCHASED
OR LIKELY
TO PURCHASE
GAME CONSOLE

30. RESPONSES BY AGE GROUP
All 18-29 30-44 45-60 60
Air Fryer 14.2% 27.6% 22.8% 3.9% 6.0%
Say they have or might
purchase an air fryer
while being impacted
from Coronavirus.
14%OF ALL RESPONDENTS
Q: Which appliances would you
consider purchasing while
impacted by Coronavirus?
FILTER APPLIED
Those that say they have
a great deal of say on
purchasing decisions.

31. Spir
0%
5%
10%
15%
20%
25%
Coffee Maker Refrigerator Toaster Oven Blender Waffle Maker Dishwasher Pizza Oven BBQ Grill Bread Maker Ice Cream Maker
1%
3%
2%
1%
2%2%
1%
5%
8%
11%
4%
5%
5%
3%
7%
6%
7%
7%
10%
11%
6%
7%
7%
7%
9%
8%8%
13%
15%
12%
10%
7%
6%6%
12%
14%
10%
11%
22%
13%
Ages 18-29 Ages 30-44 Ages 45-60 Ages 60+
Consumer purchases of appliances while impacted by Coronavirus.
Purchase or May Purchase by Age Group
2.8x
vs. Ages 60+
10x
vs. Ages 60+
6x
vs. Ages 60+

32. Younger adults forced to eat at home
may make their first purchase of an
appliance or upgrade an older
appliance that was less important prior
to Coronavirus.
IZEA INSIGHT
INFLUENCER CONCEPTS
APPLIANCE BRAND: “THE STRUGGLE IS REAL”
Influencers walk through what you should consider when selecting a
specific type of appliance. Explain what the numbers mean, what you
should pay attention to, and how to make sure you get the best fit for
your lifestyle.
CLEANING BRAND: “HOW TO CLEAN YOUR APPLIANCES”
Create a series of instructional videos detailing how to clean various
small appliances including air fryers, bread makers, toaster ovens and ice
cream makers.

33. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q : How eager are you to shop at retail stores and visit
restaurants once you feel it is safe to do so?
THOSE THAT NORMALLY SHOP & EAT OUT
2/3 Consumers are eager to
get out of their homes to shop
at retail stores and eat at
restaurants.
35% ARE VERY EAGER 46% ARE SOMEWHAT EAGER 35% AREN’T EAGER

34. Download a PDF of this presentation
IZEA.com/covid-19/consumption