Market Insights: Changes in consumer sentiment and behavior and ECPs' COVID-19 vaccine plans

The Vision Council serves as a leading resource for the most comprehensive optical industry research, fielding surveys on a regular basis to monitor attitudes and behaviors among consumers, industry member companies and eyecare professionals. Below is a snapshot of compelling data from the research team’s recent studies.

Concern about COVID-19 is growing again, but eye exam and optical purchase behavior appears to be resilient

As the U.S. watches the number of COVID-19 cases surpass 14 million, the level of concern about the virus among U.S. adults is nearing the highest levels since April. Almost two-thirds (62%) of adults surveyed reported high levels of concern1 in November. In light of the increasing level of concern, recent surveys continue to demonstrate a resilience in consumer eye exam and optical product purchase behavior. Only 21% of respondents in November indicated that they will postpone or cancel eye exams while COVID-19 is still a threat, which is down from 52% in April. Similarly, only 15% of respondents in November reported postponing or canceling eyewear or contact lens purchases, down from 33% in April.

¹Respondents indicating level of concern of 8, 9 or 10 out of 10.
Source: The Vision Council VisionWatch COVID-19 US Consumer Study, 2/10/2020–11/30/2020, n = 76,586

As COVID-19 vaccine development continues, when are ECPs planning to get vaccinated?

There continues to be a lot of interest and news around the development of COVID-19 vaccines. Just a few days ago, former U.S. Presidents Obama, Bush and Clinton volunteered to get the coronavirus vaccine on camera to promote public confidence in the vaccine‘s safety once the U.S. Food and Drug Administration (FDA) authorizes one. Additionally, the U.K. announced on Wednesday that it has approved Pfizer’s vaccine.

We asked ECPs in our survey this week about their plans to get a COVID-19 vaccine. 25% of respondents indicated that they will get a vaccine as soon as it is available. Approximately 50% will wait for more direction, testing or personal feedback on the vaccine. Only 7% indicated that they do not plan to get a vaccine.

Q: Which of the following best describes when you plan to get a COVID-19 vaccine?
Source: The Vision Council COVID-19 US ECP Panel Study, 11/23–11/28/2020, n = 129

From consumer opinions to optical market reports, The Vision Council offers hundreds of industry studies for free to members as well as exclusive access to custom research projects. To learn more about how industry research and analysis can drive your business,/s forward, contact Nathan Troxell at ntroxell@thevisioncouncil.org.