I found people to be very friendly. The main beach was crowded with local people though there were few people to the north (I took a motorcycle ride about 20 minutes to the north); I had the beach to myself.
There is no electricity from 6 am to 6 pm so beware.
Chaungtha Beach town is not much - there are several tourist centered shops selling seas shell and other sea-life related products cheaply.
Would advise great caution on where to eat as sporadic electricity makes food storage a problem.