COVID impact on consumer behavior and OOH

Published: November 9, 2020

The Harris Poll in partnership with OAAA (Outdoor Advertising Association of America) recently published a study about COVID-19’s impact on consumer behavior, shopping, and plans for the 2020 holiday season.

Let’s take a look at the key findings and how they impact advertisers.

Consumers are leaving their homes and noticing their surroundings!

65% said they try to get out of the house as often as they can to do at least one of the following

  • 40% more walking
  • 29% more driving
  • 27% more biking/scootering
  • 48% try to find new places to work remotely such as outdoor parks, outdoor coffee shops, or a friend’s patio

69% said their appreciation and awareness of their surroundings has increased

45% said they are noticing OOH advertising more than before the pandemic began

Consumer shopping habits have changed, creating new opportunities

43% began using a mix of new and familiar brands

58% prefer online shopping over in-store

69% prefer big-name retailers over local “mom and pop” shops

Holiday plans have shifted, but aren’t canceled. 

80% said they changed their upcoming holiday season plans due to COVID

67% said they plan to travel for the upcoming holidays

  • 56% will use a personal vehicle
  • 16% will use air travel

68% plan to spend more this year on meals, cooking, wine, and liquor

62% will spend more this year on gifts for friends and family

Armed with this information, advertisers should turn to out of home advertising now more than ever. Consumers are in fact outside of their homes, aware of their surroundings, and taking action. 

Plus, 68% said they are spending so much time looking at screens these days that they are tuning out digital online ads, creating even more opportunity to connect through digital out of home screens!

If you’re ready to reach consumers outside of their homes, our team is ready to help plan your DOOH campaign today, at no charge to you! Contact us at

Written By: Shane Hutton

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