Usage fell one percentage point for Gen Z–the focus of last week’s update. At the same time, adults aged 35 and up saw a slight increase.
Given this shift, it only makes sense that middle income-earners have now pulled ahead in terms of delivery usage, with 22% using the service this week–up from 18% before. Income and age, however, are just the tip of the iceberg. Since the beginning of April, those whose concerns over the coronavirus have impacted their daily routine are far more likely to be using food delivery services. And whether those concerns come from the top down or the bottom up, those working from home as a result of the pandemic are also the most likely to be getting delivery (22%).
The reasons for interest in delivery could include anything from saving time to avoiding going out. What the data does reveal is that having the coronavirus or knowing someone who has had it does increase the likelihood of using food delivery services.
The data also show heavy delivery users are turning to television and movies to be uplifted during this time. As a result, ordering food could be just another part of this feel-good protocol.Not only could food delivery be filling a feel-good gap, but it could also be providing comfort and sustenance for those who are getting less in-person connection. Those who are virtually socializing and spending time alone are the most frequent users of food delivery services at 22% and 20% respectively.
Since the beginning of April, the tone of food delivery has changed. Proximity to the virus, lack of proximity to other people, and a desire to feel uplifted all converge to inspire Americans to order in.