The 2020 Online Trends and Life Changes Study was conducted by and for NORC at the University of Chicago. The purpose of this study is to better understand how American people’s life and experiences have changed in 2020 due to the pandemic and to examine the role of various social media recruitment practices on garnering respondents from niche and traditionally harder-to-reach audiences.
Participants completed a short survey for this study using ads that are launched on Facebook and Instagram. The survey asked questions about the types of devices participants use to get online, online subscriptions they may have (e.g., Netflix), and other activities they may do online, such as ordering food or grocery delivery. The data collected will be used to analyze the opinions and trends of participants throughout the pandemic and to assess the differences between the samples obtained using basic and advanced social media targeting strategies on the dimensions of recruited sample composition, survey estimates, and recruitment costs.