Returning to out-of-home entertainment
Are people keen or cautious?

59%

of Americans are comfortable returning to movie theatres now as compared to 38% of Britons

38%

of Americans are comfortable returning to indoor recreation venues as  compared to 28% of Britons

72%

of Americans plan to continue taking precautions in public spaces as compared to 78% of Britons

Mass vaccination in the US and the UK is in full swing as both governments work towards containing the pandemic and ensuring that businesses hit hard by the lockdowns and restrictions can reopen. This report delves into the public’s comfort levels with returning to normal social and entertainment activities.

Businesses across the US and the UK have begun to reopen as declining infection rates and increasing vaccination coverage slowly mark a near-complete return to normalcy. Entertainment and recreation venues like theatres, amusement parks, and gaming zones, which were among the worst-hit, have also thrown open their doors and are banking on crowds to get them through the summer. However, despite the cheer, uncertainties remain about whether people will return, as pandemic-related fears and newer COVID-19 variants continue to pose a challenge. As restrictions, including wearing masks, ease off in more and more places, how comfortable are people with returning to indoor hospitality and entertainment venues? Piplsay polled 30,583 Americans and 5,569 Britons to get some insights. Here is a summary of what we found:

Other Insights

  • 58% of Gen Zers in the US are comfortable returning to movie theatres now as compared to 61% in the UK
  • 29% of Gen Zers in the US are comfortable returning to indoor entertainment activities compared to 36% of Millennials and 35% of Gen Xers
  • 44% of Gen Zers in the UK are comfortable returning to indoor entertainment activities now as compared to 31% of Millennials and 25% of Gen Xers

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US and the UK from May 23-25, 2021. We received 30,583 and 5,569 online responses respectively from individuals aged 18 years and older.

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