- 72% of people who have received a dose are optimistic, higher than the general population.
- 41% of adults remain very or extremely concerned about COVID-19, down from 71% in January.
- Getting people back to work, improving the health system and building affordable housing are the three key priorities the public believe the country should focus on post-pandemic.
- Staying healthy, socialising with friends and family and managing mental well-being are the top personal priorities.
According to the latest monthly research from Core, Ireland’s largest marketing communications company, the vaccine roll-out has significantly influenced levels of optimism amongst the Irish public. Of those aware that 1 million vaccine doses were administered in late April, 73% said they were happy about it. Further happiness was expressed with 75% of people saying they felt happy about the re-opening of the country.
This latest Core Research Consumer Mindset report reveals that while the public remain cautious, there is great hope for the summer months ahead. When asked about spending patterns, the majority of the population plan to spend the same or more on travel, restaurants and clothing/footwear. While this illustrates that people are looking forward to experiences and socialising away from their home, online shopping with delivery will continue:
- 39% of people say they will continue to buy clothing/footwear online
- 37% would prefer to purchase electronics online
- and 27% would choose to buy furniture through digital channels.
Having saved more during the pandemic, many will be conscious of spending, with 53% saying they plan to save the same amount that they have during the pandemic and specifically 39% of young adults say they plan to save more in the future.
Speaking about these research findings, Core’s Director of Commerce, Louise Mulvey said:
“Consumers have embraced many new online behaviours during the pandemic, and these habits will be a challenge to change again. Instead of moving away from online marketing, it will be critical that retailers and brands connect their offline marketing with their online offering, ensuring there is a consistent consumer journey whether people interact with you in the real or digital world.”
As regards personal priorities beyond vaccinations; 43% of all adults say they intend to stay healthy and active; 33% of families with young children plan to spend more time with them; and 14% of parents with teenagers say their number one focus is the mental well-being of their family.
When asked what Ireland should focus on; under 40 year olds said it should be “building affordable housing,” 40-60 year olds said “improving our health system” and those aged over 60 years old said “getting people back to work.”
Core Research’s Managing Director, Naomi Staff, interprets these findings:
“As the research reveals it will be important to understand the variety of needs people will have as we recover from this pandemic. There are generational differences that organisations and brands will need to acknowledge and respond to, but it is wonderful to see the hope shining through across much of the Irish population.”
Methodology: Research was conducted between Wednesday 5th to Thursday 13th May, interviewing 1,000 Irish adults online and representative of the adult population in Ireland.
To register to receive the full report published 19th May 2021, please visit onecore.ie/intel