Covid has led to 45% of people not sleeping as well and it is disproportionately affecting women
A newly released study from Invisibly’s Realtime Research Tool documents an unfortunate side-effect of the Covid-19 pandemic that affects millions of Americans. Most notably, the study finds that 82% of respondents reported that they either were not sleeping well or that their sleeping patterns could be better. When explicitly asked whether Covid was impacting their sleep, 45% said yes, while 55% said no. Overall, just 18.3% of respondents said that they sleep "very well."
Dr. Don Vaughn, Head of Product, Invisibly
These high-level findings are suggestive of the pandemic making an already problematic situation worse, as getting a good night’s sleep is critically important for both physical and mental well-being and plays a key role in people keeping up energy levels and brain function. In commenting on the study, Don Vaughn, Ph.D., Head of Product at Invisibly, states: “The fact that over 45% of our sample (of over 1000 people) reported that Covid has impacted their sleep is clear evidence that the pandemic even has an impact on us while we’re not awake.”
While both genders are not sleeping as well as they ideally should, the study finds that women suffer from poor sleep in disproportionate numbers. Among women, 28% sleep six hours or less and another 48% fall into the 6-8 hour range for a total of 76% at 8 hours or less. In comparison, 62% of men fall into these categories in total.
Hour of sleep by group
Vaughn notes that, “...men are more likely than women to report feeling fully rested upon wakeup. Our study suggests this may be because men report 1) sleeping more hours and 2) having a consistent daily sleep schedule.” Overall, though, consistent good sleep seems to be a rarity, with only 14% of all respondents having a consistent daily sleep schedule.
Implications for Marketers
Given the key importance of getting good sleep to quality of life, marketers should take note of just how many people are not sleeping well and, at least in some product categories, deliver messages that drive home the importance of a good night’s sleep. Some categories that come to mind are:
1) Bed, Bedding, and Mattress Manufacturers
While many messages in product categories directly related to sleep (e.g., beds, mattresses, pillows) emphasize comfort a good sleeping experience, ads focused on the need for a good night’s sleep from a health standpoint are likely to resonate with many consumers. With 82% of people reporting that their sleep is less than optimal, there is an opportunity to call attention to what is a significant problem for most of society. Moreover, marketers of these products can focus on being part of the solution, emphasizing the general need for a lifestyle that places high priority on sleep and then focusing on how their product can help aid in creating an environment that is better for sleep. More generic messages emphasizing physical and mental health are likely to be perceived as socially responsible, an aspect valued by many consumers, including younger generations. In addition, the data suggest that there is a special opportunity to target women in this way, given how many women are not sleeping well.
2) Sleep Aids, Vitamins, and Healthy Foods
Products designed to either directly help people sleep or promote health are also wise to promote better sleep patterns in their advertising. For sleep aids, emphasis on the need for help sleeping in order to achieve an overall better quality of life would make sense. For vitamins and healthy foods, the idea that an overall better level of health can lead to better sleep may be a successful tactic that is also seen as socially responsible and desirable.
3) Sleep Apps, Gyms, and Exercise Equipment
Invisibly’s survey found that just 14% of the respondents said that they have a consistent daily sleep schedule. Moreover, just 9% indicated that they use an app to track their sleep. Clearly, products that aid planning for better sleep such as apps are well positioned to suggest that they are part of the solution in terms of better sleep. Moreover, gyms (or home gym programs) and exercise equipment manufacturers can validly suggest that well planned out workout programs can lead to better sleep outcomes.
4) Government, Media, and Trade Associations
The survey results suggest a sleep crisis in America (it would not be surprising is this is true in other countries as well). Public service programs aimed at stressing the importance of sleep in terms of duration and consistency would be valuable at a societal level. It is likely that many in the public have at least a vague notion that there is a problem, but communication of the depth of the issue and its impact on physical and mental health of the public would be beneficial. In addition, communication of the best available data on impacts and what individuals can do to promote better sleep on the part of government agencies, the media, or industry trade associations would be of value.
