In an effort to help essential organizations, such as government agencies, healthcare providers and non-governmental organizations, provide resources to those most in need during the COVID-19 pandemic, Experian has created At-Risk Audiences, which leverage its data assets to identify groups of individuals that are most likely to be impacted. These new privacy-compliant segments, offered free of charge, are designed to help these organizations find and communicate with at-risk populations, enabling them to deliver essential services as quickly as possible.
“With so many lives upended and millions across the country struggling to adapt to our new reality, if we can help even one person, we will be proud to have done so,” said Genevieve Juillard, Experian’s President of Targeting and Data Quality Services. “Experian has an unwavering commitment to help consumers and businesses during this time. We believe data and technology can help address some of the challenges facing our communities and society. The more easily essential organizations can identify those most in need, the more quickly they can be taken care of.”
Experian is also providing its clients free access to research insights around shifting consumer sentiment as a result of COVID-19. Based on permissioned consumer survey data, the dashboard is updated daily and representative of US consumers across all regions and demographics. It provides businesses a deeper understanding of how consumers are being impacted by the pandemic and how that is changing their behaviors across four key industries, including automotive, financial services, healthcare, and retail, as well as their media consumption habits.
The pandemic has and will impact various segments of the population differently—it will vary by age demographic, as well as region. Businesses can leverage the dashboard to gain insight into consumer sentiment across generations and regions to respond to shifts in consumer behavior as it changes. The more businesses can understand how consumers are dealing with the fallout of the outbreak, the better positioned they will be to communicate with them and serve their needs.
Some of the current insights include:
- 64 percent of Americans are concerned about their ability to access food and essentials
- Of the consumers surveyed, only 30 percent believe the current retail situation is going to get worse
- 58 percent of Millennials do not have a financial reserve they can draw from
- Compared to last month, 56 percent of consumers are watching more television and 39 percent are reading more newspapers
- Retail spending on books, video games and music increased 16 percent from last month
- 79 percent of Generation Xers and 73 percent of Baby Boomers are concerned about visiting doctors and would hold off seeking care
- Of those planning to purchase a vehicle, more than half (51 percent) of Americans plan to continue their purchase as planned
“It will be critical for all businesses to understand, in real-time, the challenges that consumers will continue to experience over the coming months,” said Juillard. “COVID-19 has created a fluid situation for many Americans, and the impact and priorities for individuals will shift over time. Our intention, as always, is to help businesses communicate with their customers effectively and address their most pressing needs.”
For more information on the consumer sentiment dashboard, visit www.experian.com/marketing-services/consumer-sentiment-dashboards.
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