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Customer approval of brand communication due to COVID-19 worldwide 2020, by country

A study done in July 2020 during the coronavirus compared global customer perception of brand communication between March and July of that year. Germany had the lowest approval rate among the countries with only 78 percent of respondents approving of being contacted by brands in March, which decreased to 68 percent in July. Respondents from China, on the other hand, were more approving of being contacted by brands, with a 98 percent approval rate in March and 97 percent in July.

Share of customers who approve of being contacted by brands due to coronavirus worldwide as of July 2020, by country

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Source

Release date

July 2020

Region

Worldwide

Survey time period

March 31 to July 2, 2020

Number of respondents

15,271 respondents

Age group

16-64

Special properties

among internet users

Supplementary notes

Question: Many brands and companies are trying to decide how best to respond to the coronavirus / COVID-19 outbreak. To what extent do you approve / disapprove of them doing the following at the moment? Contacting customers (e.g. via e-mail) to let them know how they are responding to coronavirus.
The responses combined responses of strongly approve, somewhat approve, neither approve nor disapprove.
The sample size between the waves varied slightly but remained comparable.
Sample sizes as of July 2020: 1,001 Australia, 521 Belgium, 1,008 Brazil, 1,006 China, 1,036 France, 1,039 Germany, 1,029 India, 1,029 Italy, 900 Japan, 518 New Zealand, 754 Philippines, 531 Poland, 502 Romania, 506 Singapore, 509 South Africa, 1,013 Spain, 1,012 UK and 1,357 U.S.A.

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