As vaccines continue to roll out amid promises of an eventual end to COVID-19, consumers are ready to get back to normal. A new study from Nielsen surveying Americans found that the majority, or 61%, of consumers are “ready to go” with returning to normal, pre-pandemic behavior. That contrasts with 34% who were ready for such a return in April of last year.
Roughly two-thirds of consumers say that things are safer now than they were last month—a drastic uptick compared with April 2020’s 38% of consumers who viewed things as safe.
In contrast, 9% of consumers are taking a “wait and see” approach when it comes to resuming normal behavior, Nielsen found. More than half of the group have received at least one dose of the COVID-19 vaccine.