Below you’ll find the weekly update, courtesy of StatSocial’s Crisis Insights service, tracking and ranking each state based on engagement with online discussions of COVID-19.
For those new to Crisis Insights: The subscription service has been built using StatSocial’s Silhouette™ social data platform. The service is a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their customer dynamics shifting during these trying times.
The 50 United States, ranked by online engagement with Novel Coronavirus / COVID-19 topics, from most engaged to least
Explanation of the above data: The scores on the above chart are index scores. Used for convenience here, these scores summarize, at-a-glance, the degrees to which social media content related to novel coronavirus / COVID-19 topics have been engaged with by the residents of each state.
The index scores are calculated based on contrasting the above described statistics with the entire United States population’s engagement with novel coronavirus / COVID-19 topics. A level score of 100 is used to represent this national number, and the scores on the above graphic report the degrees to which each state’s engagement is in excess of or is equal to (represented in green), or falls short of (represented in red) that baseline.
Each state’s engagement has been broken out by week (the first three to have transpired since Crisis Insights’ launch). This allows you to see how engagement has increased, decreased, or held steady week-to-week.
The data used for Crisis Insights’ reporting is collected and analyzed daily, and then reported to subscribers as rolling seven and 30-day averages (as well as a full data series).
In addition to the insights shared here — regarding where each state’s residents stand when it comes to engagement with topics surrounding the COVID-19 matter — this also offers a small glimpse into how our constantly revised, amended, and well-presented reporting allows brands to observe, compare, and retain context for customer behaviors, concerns, affinities, etc., as they shift, change, and are even replaced over the coming weeks and months.
Massachusetts, whose residents have been consistently seeking out and engaging with news, articles, and discussions pertaining to the epidemic, and the many related topics surrounding it, are currently topping the list. Engagement with novel coronavirus/COVID-19 related content has been trending upward.
The Commonwealth has had to deal with the third largest number of confirmed cases, and has endured the fourth largest number of fatalities. Just this past week, the state suffered the highest single-day death toll since the start of the outbreak. They’ve also been battling new, confirmed cases at a rate greater than any other state.
New York, which remains, by a vast margin, the hardest hit state in the country — with over 305,000 residents confirmed to have contracted the virus, and over 23,000 deaths — also finds its citizens consistently engaging with online content related to the whole matter. New Yorkers find their engagement overall trending upward.
While new hospitalizations and, even more gratefully, new deaths from the virus have been, mostly steadily, trending downward, New Yorkers are clearly making a point of remaining vigilant, and staying informed.
Maryland remains notable as engagement with content related to the crisis, at first glance, appears proportionally far larger than the degree to which the state’s residents have been hard hit. The state, though, has still been contending with an overall increasing number of new cases, finding them the third hardest hit state at this moment, in terms of trying to find success with “flattening the curve.”
Alaska, the state with the fourth smallest population in the country, had found its residents rather actively consuming and engaging with online content related to the epidemic, and the many related topics and concerns that have arisen with it. That engagement had been, however, steadily trending downward, and as of this update has really dropped off.
Also dropping off, however, is the number of confirmed cases and fatalities from the virus among Alaskans. The former number is the lowest of all states, and the latter, single-digit figure, one of the very smallest.
The state whose residents are the least engaged with content regarding the the novel coronavirus, COVID-19, and all related matters, remains Mississippi. Notable here, because although the rate at which new cases are being confirmed remains, more or less, steady, engagement with content regarding the topic has dropped off a fair bit, and finds the overall trend a downward one.
What are Crisis Insights?
Crisis Insights provides subscribers with near real-time updates on how the unprecedented climate in which we all find ourselves is affecting consumer sentiment, both among the general public, as well as a brand’s specific customers.
Changes in consumer sentiment are tracked in this reporting, for 32 crisis-related segments, across four general categories:
People concerned about the Covid-19 epidemic
People concerned about the direction of the economy
People coping and adjusting to the ‘new normal’ environment
General attitudes and psychographic outlook of the population
With that we encourage you to continue to revisit the blog for more insights of this nature, including our weekly updates of this chart.
And most importantly, we hope that you and yours are remaining as safe and healthy as your situations allow. Please be well.
We encourage you to visit these previously shared Crisis Insights related posts:
Please note: Many of the data points featured in the below entries will have changed and evolved in the weeks since the entries were first posted (as is the way with our Crisis Insights reporting). We believe these links are still worth checking out as they illustrate more fully the nature of what kinds of statistics Crisis Insights offers, and how they can be put to use meaningfully.
Below you’ll find the weekly update, courtesy of StatSocial’s Crisis Insights service, tracking and ranking each state based on engagement with online discussions of COVID-19.
For those new to Crisis Insights: The subscription service has been built using StatSocial’s Silhouette™ social data platform. The service is a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their customer dynamics shifting during these trying times.
The 50 United States, ranked by online engagement with Novel Coronavirus / COVID-19 topics, from most engaged to least
Explanation of the above data: The scores on the above chart are index scores. Used for convenience here, these scores summarize, at-a-glance, the degrees to which social media content related to novel coronavirus / COVID-19 topics have been engaged with by the residents of each state.
The index scores are calculated based on contrasting the above described statistics with the entire United States population’s engagement with novel coronavirus / COVID-19 topics. A level score of 100 is used to represent this national number, and the scores on the above graphic report the degrees to which each state’s engagement is in excess of or is equal to (represented in green), or falls short of (represented in red) that baseline.
Each state’s engagement has been broken out by week (the first three to have transpired since Crisis Insights’ launch). This allows you to see how engagement has increased, decreased, or held steady week-to-week.
The data used for Crisis Insights’ reporting is collected and analyzed daily, and then reported to subscribers as rolling seven and 30-day averages (as well as a full data series).
In addition to the insights shared here — regarding where each state’s residents stand when it comes to engagement with topics surrounding the COVID-19 matter — this also offers a small glimpse into how our constantly revised, amended, and well-presented reporting allows brands to observe, compare, and retain context for customer behaviors, concerns, affinities, etc., as they shift, change, and are even replaced over the coming weeks and months.
The top ranked state this week is the state StatSocial calls home, and the one hardest hit by the virus (both in terms of diagnosed cases and fatalities). For residents of New York, and especially New York City, there is a very real need to keep up to date on the day-to-day developments around the virus, and the sharp economic downturn that came along with its arrival. This news is of importance to everyone right now, of course, but there is an additional practical urgency for New York’s residents.
This is why its not at all surprising to see that, while topping the list, consumption of discussion and content related to the Novel Coronavirus crisis is only trending upward among the state’s citizens.
As of this week, the degree of engagement among the Empire State’s residents exceeds the national average by 1.418 times. The week of 4/12 to 4/18/20 has seen found the state consuming, interacting, and/or engaging with COVID-19 related content to the greatest degree to date.
Massachusetts (the top ranked state last week) is ranked second here. The state’s citizens have been engaging with online content pertaining to the virus, and all related matters, to a degree exceeding the baseline by 1.412 times.
The week of 4/12 to 4/18/20 was the state’s highest week of engagement to date, and in an overall way the state’s engagement is trending upward.
Maryland — the state with the 13th most diagnosed cases, 7th most confirmed deaths — is ranked 3rd here, but engagement has been steadily trending downward.
Michigan experienced the third largest number of new fatalities last week (after New York and New Jersey), and has also contended with the third largest number overall. Engagement among the state’s residents is trending upward,
Utah, the state with the 30th most diagnosed cases (and 29th most new cases as of the past week), and 44th highest number of confirmed deaths from the virus, finds its engagement overall trending upward. The state’s week of highest engagement to date was the week of 4/5 to 4/11/20.
Mississippi, retains its position as the state with the lowest degree of engagement from last week. Averaging the engagement trends of the last three weeks indicated on the above chart shows that engagement has been trending downward, with the week of 4/12 to 4/18/20 showing an especially sharp increase.
Wisconsin, which is ranked 31st above, finds engagement among its residents decidedly trending upward. To date, the state has the 26th largest number of overall diagnosed cases and the 19th largest number of confirmed fatalities.
We eagerly invite you to visit our Crisis Insights page here, and to reach out to us to learn a great deal more about the service, and to check out a demo.
As before, and as always, we sincerely hope that all reading are doing as well as circumstances allow, and are safe.
What are Crisis Insights?
Crisis Insights provides subscribers with near real-time updates on how the unprecedented climate in which we all find ourselves is affecting consumer sentiment, both among the general public, as well as a brand’s specific customers.
Changes in consumer sentiment are tracked in this reporting, for 32 crisis-related segments, across four general categories:
People concerned about the Covid-19 epidemic
People concerned about the direction of the economy
People coping and adjusting to the ‘new normal’ environment
General attitudes and psychographic outlook of the population
With that we encourage you to continue to revisit the blog for more insights of this nature, including our weekly updates of this chart.
And most importantly, we hope that you and yours are remaining as safe and healthy as your situations allow. Please be well.
We encourage you to visit these previously shared Crisis Insights related posts:
We return to this blog today to share more insights reported by StatSocial’s Crisis Insights service. This particular chart will be updated on a weekly basis, each Monday/Tuesday.
For those new to Crisis Insights: The subscription service has been built using StatSocial’s Silhouette™ social data platform. The service is a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their customer dynamics shifting during these trying times.
The 50 United States, ranked by online engagement with Novel Coronavirus / COVID-19 topics, from most engaged to least
Explanation of the above data: The scores on the above chart are index scores. Used for convenience here, these scores summarize, at-a-glance, the degrees to which social media content related to novel coronavirus / COVID-19 topics have been engaged with by the residents of each state.
The index scores are calculated based on contrasting the above described statistics with the entire United States population’s engagement with novel coronavirus / COVID-19 topics. A level score of 100 is used to represent this national number, and the scores on the above graphic report the degrees to which each state’s engagement is in excess of or is equal to (represented in green), or falls short of (represented in red) that baseline.
Each state’s engagement has been broken out by week (the first three to have transpired since Crisis Insights’ launch). This allows you to see how engagement has increased, decreased, or held steady week-to-week.
The data used for Crisis Insights’ reporting is collected and analyzed daily, and then reported to subscribers as rolling seven and 30-day averages (as well as a full data series).
In addition to the insights shared here — regarding where each state’s residents stand when it comes to engagement with topics surrounding the COVID-19 matter — this also offers a small glimpse into how our constantly revised, amended, and well-presented reporting allows brands to observe, compare, and retain context for customer behaviors, concerns, affinities, etc., as they shift, change, and are even replaced over the coming weeks and months.
Massachusetts is the top ranked state here, with its citizens’ engagement with online COVID-19 coverage exceeding the baseline by 1.41 times. The state’s week of highest engagement, to date, has been the week of March 22 to March 28. The week of March 29 to April 4 has, thus far, seen the lowest engagement from the state’s residents.
As of this writing, the state has been home to the third highest number of diagnosed cases, and the fifth highest number of confirmed deaths from the virus.
At the other end of the spectrum is Mississippi, which has thus far seen the 28th highest number of diagnosed cases. It has experienced the 26th highest number of confirmed fatalities resulting from the virus.
The state’s week of lowest engagement, to date, has been the week of March 22 to March 28. The week of March 29 to April 4 has, thus far, seen the greatest engagement from the state’s residents.
Finally, for now, of very real note is the upward trend in engagement detectable among many states currently found in lower half (mid-30s to high-40s). Kansas, Iowa, Wisconsin, Kentucky, the Dakotas, Utah, West Virginia, and Arkansas have all found their residents engaging with COVID-19 content to an increasing extent.
We eagerly invite you to visit our Crisis Insights page here, and to reach out to us to learn a great deal more about the service, and to check out a demo.
As before, and as always, we sincerely hope that all reading are doing as well as circumstances allow, and are safe.
What are Crisis Insights?
Crisis Insights provides subscribers with near real-time updates on how the unprecedented climate in which we all find ourselves is affecting consumer sentiment, both among the general public, as well as a brand’s specific customers.
Changes in consumer sentiment are tracked in this reporting, for 32 crisis-related segments, across four general categories:
People concerned about the Covid-19 epidemic
People concerned about the direction of the economy
People coping and adjusting to the ‘new normal’ environment
General attitudes and psychographic outlook of the population.
We encourage you to visit these previously shared Crisis Insights related posts:
We took a look at the personalities of those most actively engaged with COVID-19 content online:
We’ve been using this blog as a space for highlighting insights generated by StatSocial’s new Crisis Insights service.
Built on StatSocial’s Silhouette™ social data platform, the service has been devised as a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their own perspectives, concerns, and needs shifting daily.
Silhouette™ monitors and analyzes more than 1.3 billion social accounts, encompassing more than 70% of U.S. households. It is the only platform that tracks and segments social audiences at such a scale.
Crisis Insights tracks all changes in consumer sentiment, relating to 32 brand-new insight segments — all formed in the wake of the epidemic — across four general categories:
People concerned about the Covid-19 epidemic
People concerned about the direction of the economy
People coping with, and adjusting to, the ‘new normal’ environment
General attitudes among, and the psychographic outlook of, the population.
In this entry, we will be focused on the first and fourth categories.
Thanks to our partnership with IBM Watson™ and our integration of their powerful Personality Insights tool into our reporting, we can tell you not just who the people are who make up a given audience, but how they are.
Using linguistic analysis, Personality Insights™ scours all digital communications generated by the members of an audience being analyzed by StatSocial, including email, blogs, tweets, and forum posts. From there an incredibly accurate personality profile of that audience is created.
When categorizing personalities, Personality Insights™ uses for its top tier, the Big Five personality traits, a widely adopted taxonomy in the psychological community.
Those traits are, Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Each of the big five can get more granular in their descriptions, with each holding under its umbrella a number of sub-categories.
StatSocial is analyzing people engaging with all the latest Covid-19 news
With that, we present…
The Top Personality Traits Among those Most Engaged with COVID-19 News Online
Explanation of the below data: The Percentile column shows where this audience (those most engaged with online news relating to COVID-19) ranks among the greater U.S. population when it comes to possessing the corresponding personality trait.
The Index score quantifies where this result falls in relation to the average. 50th percentile is the average, and an Index score of 100 also reflects average. So, an index score of 125 would mean the corresponding percentile exceeds the average by 0.25 (or ¼).
Those Index scores that exceed the average will be shown in green, and those falling short will be shown in red.
The most immediately apparent observation is that, of the Big Five, Openness is powerfully evident here. We see that of the many traits that fall under the Openness header, Imagination and Intellect outrank them all. Indeed, those traits are comfortably evident here to a degree that exceeds the U.S. average.
Liberalism, in this context, does not necessarily mean what many may think at first glance. It is not a political designation. Personality Insights™ defines liberalism as “a readiness to challenge authority, convention, and traditional values.” And here, it also ranks highly, as does Adventurousness.
On the other end of the spectrum, some traits that can be found in abundance among the average American audience are not all that detectable here.
Agreeableness, which describes “a person’s tendency to be compassionate and cooperative toward others,” according to IBM, is measurable here to a degree falling well below the average.
Conscientiousness relates to “a person’s tendency to act in an organized or thoughtful way.” Orderliness is a natural sub-category of that, relating to the degree to which people are “well-organized, tidy, and neat.” At this moment in time, those most engaged with online reporting about the COVID-19 epidemic are coming up well below the average in this regard.
These personality traits, as well as the Needs and Values that we share, when taken in the context of Crisis Insights — and its almost real-time measuring of changing sentiments — are a crucial gauge of the public mood, outlook, and spirit.
This demonstration also illustrates one of the many ways our reporting can be can be used to compare and contrast the sentiment detectable among a greater audience with that of a more specific one.
We again eagerly invite you to visit Crisis Insights, and reach out to us to learn a great deal more about the service, and to check out a demo.
As always, we deeply hope that all reading are well and safe, and are getting through this all to the very best of your abilities.
We encourage you to visit these previously shared Crisis Insights related posts:
Here we examine the preferred TV genres of those most active in the online COVID-19 discussion:
Today, StatSocial has launched a brand new service, Crisis Insights, the first-ever audience insights service of its kind.
Built on StatSocial’s Silhouette™ social data platform, the service has been devised in direct response to the rapidly changing consumer climate, born of the COVID-19 pandemic.
Silhouette™ monitors and analyzes more than 1.3 billion social accounts, encompassing more than 70% of U.S. households. It is the only platform that tracks and segments social audiences at such a scale.
Crisis Insights reports on the constantly evolving dynamics of consumers, engaging with 30 topics across across four major categories:
Coronavirus/COVID-19 (e.g. medical influencers, elder care, health treatments)
Preparedness (home security, social isolation, stockpilers, parenting during crisis)
Economy (Business Travelers, Working From Home, Job Security, Stock Market)
In nearly real time, Crisis Insights offers users a window into the quickly developing concerns, behaviors, outlooks, and preferences of consumers. The entirely new and distinct audience segments being created by our current, unprecedented climate are being identified, described, and defined; including from which media sources and influencers these segments are getting their news and information.
These new audience segments are combined with Silhouette’s psychographic data, and our taxonomy’s over 85,000 consumer attributes, giving CMOs and analytics teams a nearly immediate understanding of a given moment’s market dynamics. From there, the best informed, and most current and relevant choices can be made.
In a statement, released today, StatSocial’s CEO, David Barker, was quoted as sharing the following:
“The response to our new service has been overwhelming. We are already working with the CMO of a major electronics manufacturer that sells through retail stores. With that channel now on hold, we’re helping them identify new customer segments based on their responses to the crisis. A political campaign has asked us to provide daily insights on voter sentiment and dynamics across these affected groups. Lastly, a media platform has asked us to update our crisis data to their taxonomy on a daily basis so it is available to their customers.”
You can check out the full press release at the link below:
We also recommend visiting our blog beyond this entry, where numerous studies, deep dives, comparisons, and other fun and informative entries can be found.
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