tag: segmentation

COVID-19 segments: Where are they now?

As we continue to weather this pandemic and watch the world slowly reopen around us, we’ve kept a close eye on how consumer attitudes and behaviors continue to shift.

collage of social media posts that demonstrate financial fearfulness

Segment 7: Financially fearful

As a group with higher instances of part-time or self-employment, and a high likelihood of children in the household, this female-heavy segment is hanging on by a thread.

collage of social media posts from that demonstrate feelings of doom and gloom during COVID-19

Segment 6: Doom and gloom

This crowd is opting to stay in and cook ready-made meals rather than hitting up the local brunch spot on Sunday morning.

collage of social media posts from that demonstrate going at it alone during COVID-19

Segment 5: Going it alone

If life was tricky before, it is much harder now. This group tends towards single parents with limited activities and very real worries about financial instability.

collage of social media posts from that demonstrate that people are prepared and aware

Segment 4: Prepared and aware

These family-oriented folks are not panicking but they are taking things seriously.

collage of social media posts that demonstrate under-affected realists

Segment 3: Under-affected realists

This group recognizes that there will be a global financial impact but are not as concerned about their own personal finances.

collage of social media posts that demonstrate feelings of "business as usual" during COVID-19

Segment 2: Business as usual

This group reports very few changes to daily life and are less concerned about the pandemic than other consumer groups.

collage of social media posts that demonstrate feelings of being nonchalant during COVID-19

Segment 1: Nonchalant

Thus far, this segment has been the least impacted — they are not working from home and are not likely to have children staying in the house.

group of people forming the shape of the US

Segmentation uncovers the unique challenges that abound during COVID-19

Bellomy has created a unique COVID-19 consumer segmentation based on the attitudes and behaviors of 1,110 people nationwide. We identified seven distinct segments of Americans as they adjust to the novel coronavirus pandemic and its implications.