Consumer intelligence firm Resonate finds four U.S. consumer audiences, broken down according to their willingness to engage with reopened businesses following the COVID-19 pandemic. Resonate has identified and developed profiles around the following audience segments and scaled them to the U.S. population of more than 220 million adults for use in research and brand activation:

  • Reopen Rushers (21.1 million)
  • Reopen Ready (9.5 million)
  • Reopen Reluctant (30.3 million)
  • Reopen Resistant (168.5 million)

Resonate’s new audiences, states a release, reflect the overwhelming take-away that the vast majority of Americans “are not ready to return to “business as usual,” and nothing shy of the availability of a vaccine will prompt their return to travel, hotels, churches, concerts, sporting events, rideshares and other previous staples of daily life.”

Audience Snapshot:

Reopen Rushers (55% male – 45% female)

  • Favors products that are durable, familiar and popular
  • More likely to identify as very fiscally and socially conservative
  • Tends to vote Republican
  • Wants to maintain Second Amendment rights
  • Engages heavily in fantasy sports and golf
  • 49% more likely to engage in issues related to developing traditional energy sources

Reopen Ready (54% male – 46% female)

  • Favors products that are popular, enjoyable and innovative
  • 21% more likely to use entertainment and lifestyle apps (p7)
  • 19% more likely to engage with human rights issues (p16)
  • Tends to vote for independent or third-party candidates (p15)
  • More likely to engage with social media through Snapchat, Twitter and Instagram
  • 30% more likely to watch TV on a tablet and 38% more likely to watch on their phone

Reopen Reluctant: (52% male – 49% female)

  • Tends to buy products that are familiar, popular and enjoyable
  • More likely to identify as fiscally and socially moderate
  • 14% more likely to identify as Republican
  • More likely than the average consumer to engage around pro-life issues, developing traditional energy sources and defending traditional marriage
  • 26% more likely to be online only 5-10 hours each week

Reopen Resistant: (47% male – 53% female)

  • Buys products that are produced sustainably, are durable and rewarding
  • More likely to view vaccines as important than the average consumer
  • Identifies as socially and financially liberal
  • More likely to contribute to a cause
  • Tends to vote Democrat

Resonate, based in Reston, Virginia, states its COVID-19 research “is being made available, free of charge, to help organizations thrive during this challenging economic time.”

You can learn more about Resonate’s COVID-19 research and download their latest findings here.


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