ENGINE is now Big Village! Adtech, media, insights and creative — all under one roof. Visit big-village.com to learn more. *full website experience coming in September

The Pulse: Double Masking and COVID-19 Vaccine Distribution

The Pulse of the American Consumer is focused on continued insight into consumer sentiments for businesses across all industries.


While the COVID-19 vaccine distribution plans have started taking shape, consumers are not anxious to rush back into public spaces even when the pandemic becomes stabilized. In order for businesses to have the most success connecting with their consumers, they have to understand them – what they are interested in, what they need, and how they feel.

At ENGINE, we have the real-time pulse of the consumer, today, and always. Throughout 2021, we will be offering weekly insights through identifying important data points and trends from the voice of the consumer.


KEY FINDINGS AS OF January 31, 2021:

Prefer to view as PDF? Click here. 
Prefer plain text? Click here. 

If you would like more information on ENGINE CARAVAN surveys, contact us below:

At ENGINE, we will be keeping up with the pulse of the consumer throughout 2021, and are regularly running our CARAVAN surveys on current social issues. Contact us at caravaninfo@enginegroup.com for more information or for the full CARAVAN survey findings.

This Online CARAVAN® omnibus surveys were conducted on January 8-10, January 15-17, January 22-24, and January 29-31, 2021.  Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative.

Written by the CARAVAN team at ENGINE Insights.

The Pulse of the American Consumer

Current Events:

How closely have you followed these news events of the PAST WEEK?

  • The latest updates regarding COVID-19 vaccines
    • Total Followed Closely: 71% (+1% change)
    • Very Closely: 36% (-2% change)
  • The latest developments concerning COVID-19 infections and deaths in the United States
    • Total Followed Closely: 68% (+1% change)
    • Very Closely: 32% (-4% change)
  • The second impeachment of President Trump
    • Total Followed Closely: 54% (no change)
    • Very Closely: 25% (-2% change)
  • The National Football League (NFL) playoffs
    • Total Followed Closely: 40% (no change)
    • Very Closely: 18% (-3% change)
  • Reports of Coronavirus ‘variants’ being discovered among patients in the United States (new)
    • Total Followed Closely: 66%
    • Very Closely: 32%
  • The series of executive orders signed by President Biden during his first days in office (new)
    • Total Followed Closely: 62%
    • Very Closely: 29%
  • The unexpected spike of many stocks, such as GameStop and AMC (new)
    • Total Followed Closely: 45%
    • Very Closely: 19%

How concerned are you currently about these issues?

  • The continuing impact of disinformation and fake news on society
    • Total Concerned: 80% (no change)
    • Very Concerned: 47% (-3% change)
  • Contracting the Coronavirus
    • Total Concerned: 71% (-2% change)
    • Very Concerned: 39% (-1% change)
  • Your household’s finances being negatively impacted as a result of the ongoing pandemic
    • Total Concerned: 67% (-2% change)
    • Very Concerned: 34% (-1% change)
  • The amount of time you need to wait to receive the COVID-19 vaccine
    • Total Concerned: 59% (+4% change)
    • Very Concerned: 27% (no change)
  • Your general lifestyle being disrupted by new policy decisions made by the Biden/Harris administration
    • Total Concerned: 54% (-2% change)
    • Very Concerned: 30% (-1% change)
  • Your mental wellbeing due to the Coronavirus (new)
    • Total Concerned: 57%
    • Very Concerned: 25%
  • The mental wellbeing of your family due to the Coronavirus (new)
    • Total Concerned: 66%
    • Very Concerned: 30%
  • Shortages of the COVID-19 vaccine (new)
    • Total Concerned: 64%
    • Very Concerned: 31%
  • Future threats of violent events in the U.S. caused by domestic terrorists (new)
    • Total Concerned: 79%
    • Very Concerned: 41%


COVID-19 & The Vaccine

  • 24% of American adults have already received or are currently registered on a waiting list to receive the COVID-19 vaccine
  • 28% have not received it yet but will as soon as its available to them
  • 25% will likely get the vaccine eventually but prefer to wait until more evidence of safety and effectiveness is available
  • 23% do not plan to receive it at all


83% of American adults support President Biden’s challenge to focus strongly on ‘masking up’ during his first 100 days in office

  • 59% of respondents indicate strong support for this initiative


Some medical experts are now recommending that people consider double-masking to help slow the spread of COVID-19.

  • 54% of respondents are likely to consider doing this
  • 43% are not likely to do it
  • 3% of the population already wear more than one mask on a regular basis


Vaccine Distribution and Social Reemergence

Recent reports indicate it will likely be later in the summer or earlier in the fall before most Americans will have access to the COVID-19 vaccine. Knowing this, whether you actually use them or not, which of these types of places/services would you be willing to go to or use now?

Now, thinking ahead for when the COVID pandemic has been stabilized, whether you actually use them or not, which of these types of places/services do you anticipate going to or using?

  • Stores (for in-store shopping) – 61% Now / 67% Thinking Ahead
  • Outdoor restaurants/ Dining establishments – 39% Now / 50% Thinking Ahead
  • Indoor restaurants/ Dining establishments – 38% Now / 58% Thinking Ahead
  • Staying at a hotel – 30% Now / 45% Thinking Ahead
  • Hair/nail salons/barbershops/tattoo/ massage parlors – 29% Now / 42% Thinking Ahead
  • A large OUTSIDE event, such as a sporting event, concert or festival – 20% Now / 39% Thinking Ahead
  • A large event INSIDE an arena or public building, such as a concert, sporting event, or convention – 15% Now / 31% Thinking Ahead
  • Movie theaters – 23% Now / 38% Thinking Ahead
  • Gyms/fitness centers  – 19% Now / 27% Thinking Ahead
  • Flying on an airplane – 18% Now / 35% Thinking Ahead
  • Public transportation such as trains or buses – 17% Now / 24% Thinking Ahead
  • Leisure establishments such as bowling alleys and arcades – 17% Now / 30% Thinking Ahead
  • Bars/Clubs – 14% Now / 24% Thinking Ahead


The Super Bowl

Wo do you prefer to see win the Super Bowl next Sunday, February 7th?

  • 37% Kansas City Chiefs
  • 28% Tampa Bay Buccaneers
  • 34% No opinion

Which of the following statements best describes you regarding your preference to see the Kansas City Chiefs win the Super Bowl? (Base = Prefer to See the Kansas City Chiefs Win The Super Bowl)

  • 72% Prefer to see the Kansas City Chiefs win
  • 28% Prefer to see Tom Brady lose


Dig deeper with the ENGINE Insights COVID Dashboard

The ENGINE COVID-19 dashboard delivers an easy-to-use, self-serve platform providing access to all of our COVID-19 tracking data including industry specific deep-dives and online behavioral data. This tool puts ENGINE’s data in your hands to uncover meaningful insights to your specific business questions.