HALIFAX, April 28, 2020: As Atlantic Canada completed its fifth week in a state of emergency and social distancing, Narrative Research reached out to its East Coast Voice online panel to assess public perceptions and behaviours related to COVID-19. More than 3,200 Atlantic Canadians shared their point of view, and the following provides the third of four research summaries that will be provided over the next week.
PERSONAL ACTIVITIES
During the fifth week of the state of emergency, nearly all Atlantic Canadians (99%) professed to practice social distancing, or indicated that they stayed at home, except to go out for necessities (95%). That said, details of various activities undertaken suggest that personal compliance may be somewhat overstated and self-distancing behaviour was less strict than what residents indicated.
While eight in ten went shopping for groceries during the week, close to half went to a pharmacy and three in ten visited a convenience store. Regardless of age, one-quarter of Atlantic Canadians 19 years of age or older visited a liquor store.
Across the region, one in ten Atlantic Canadians reportedly visited friends and / or family, and those between the ages of 19– 34 years were most likely to have done so.
Atlantic Canadians looked for meal alternatives, with more than four in ten ordering take-out, and two in ten having food delivered to their home or business. The likelihood of accessing take-out or food delivery decreased with age.
Across the region, two in ten Atlantic Canadians had an appointment or consultation with a healthcare professional by phone or online during the past week. The likelihood of some type of telehealth appointment is most prevalent among females and those aged 55 years+.
DELAYED ACTIVITIES
Survey findings indicate Atlantic Canadians adjusted various personal plans due to the pandemic.
Interestingly, despite the professed adherence to social distancing and staying at home unless necessary, only three-quarters indicated that they delayed hosting dinners with family or friends. While one in ten indicated such action was not applicable for them (11%), it warrants mention that a similar percentage (13%) indicated they have not delayed such activity.
“While there’s no question that personal behaviours have been sharply impacted by the pandemic, Atlantic Canadians’ actions suggest that a small percentage of residents may be bending the rules when it comes to actually following the directives laid out,” said Margaret Brigley, CEO & Partner of Narrative Research.
A variety of other planned activities have clearly been affected by the pandemic. Findings show that six in ten have delayed travel or vacation plans as a result of COVID-19. One in ten have delayed purchasing a vehicle, while a similar proportion reported that they have delayed buying or selling a home.
PURCHASE BEHAVIOURS
Some of Atlantic Canadians’ spending habits have clearly been influenced by the pandemic. In particular, the amount spent on groceries has increased notably, followed by increased spending on entertainment activities, be it streaming services, movie / TV show downloads or gaming (video, online, mobile). By comparison, Atlantic Canadians are spending only slightly more on books.
One area where consumers appear to be spending less is on lottery tickets, where close to one-quarter indicated that they are spending less than they did before the pandemic. This decline is most prevalent in NL (30%).
LEVERAGING TECHNOLOGY
During a time of isolation, technology has played a key role in filling a void for many Atlantic Canadians both in terms of entertainment and in staying in touch with others.
Across the region, the vast majority of Atlantic Canadians (80%) have turned to video streaming services (e.g., Netflix) to fill their time. Video streaming is prevalent across the population, but most likely among those aged 18-34 years (96%). Similarly, eight in ten (77%) reportedly are using video conferencing services (e.g., Skype, FaceTime, Microsoft Team, Zoom) to stay in touch with others. Once again usage of such services is most prevalent among the younger cohort (86%), although still used by a majority of Atlantic Canadians aged 55 years+ (68%).
Across the region, the vast majority of Atlantic Canadians (80%) have turned to video streaming services (e.g., Netflix) to fill their time. Video streaming is prevalent across the population, but most likely among those aged 18-34 years (96%). Similarly, eight in ten (77%) reportedly are using video conferencing services (e.g., Skype, FaceTime, Microsoft Team, Zoom) to stay in touch with others. Once again usage of such services is most prevalent among the younger cohort (86%), although still used by a majority of Atlantic Canadians aged 55 years+ (68%).
COVID-19 has clearly influenced subscriptions to such services. In fact, one in ten Atlantic Canadians who use video streaming services have only subscribed since the pandemic began. By comparison, one-third of those using video conferencing have subscribed to video conferencing services since the start of the crisis.
Grocery delivery services is another area where some change is evident, albeit on a much smaller scale. Just over one in ten (14%) Atlantic Canadians reportedly use grocery delivery services, and of those, one in ten started using grocery delivery since the onset of COVID-19.
This is the third of four research summaries that will be provided. Watch for further details on Atlantic Canadians’ perceptions and behaviours related to the COVID-19 pandemic.
Narrative Research, www.narrativeresearch.ca, is one of Canada’s leading public opinion and market research companies. As a non-partisan, 100% Canadian-owned, research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. Visit EastCoastVoice.ca to join Atlantic Canada’s largest panel, and share your opinions. Follow us on Twitter at @EveryNarrative.
This survey was conducted from April 16 to April 19, 2020, with 3,236 Atlantic Canadians, 18 years of age or older, from Narrative Research’s online panel, East Coast Voice. This sample included responses from each Atlantic province (NB: 975; NS: 1,573; NL: 466; PE: 222). Using data from the 2016 Census, the results were weighted by gender, age, and region to reflect these population characteristics in each province.
As a non-probability sample (i.e. a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
Margaret Brigley, CEO – 902.222.7066 (M), mbrigley@narrativeresearch.ca,
OR
Margaret Chapman, COO – 902.222.4048 (M), mchapman@narrativeresearch.ca
