61% of Those Who Won’t Get a Covid Vaccine and 69% Who Could Be Persuaded to Do so Are Non-Voters - Tunnl

56% of Americans aged 18-34 are hesitant or refuse to take the vaccine

The majority of Americans who do not want to get the Covid-19 vaccine are non-voters, with 56% of those who are hesitant or refuse to be vaccinated being 18 to 34.

That is according to data from Tunnl, an audience identification and segmentation platform for the purpose driven marketing and issue advocacy economy. The analysis is based on a quarterly survey of 5,000 individuals. Tunnl created standard audiences based on the data, which were then matched to a national consumer database and weighted to be representative.

The analysis also showed that since anti-vaxxers and vaccine persuadables are non-voters and not politically engaged, they are difficult to reach as they do not follow the normal patterns of information access that most American do, relying mostly on social media.

According to Tunnl CEO, Sara Fagen, the findings represent a marked departure from prevailing beliefs about who the unvaccinated are and what messaging and media should be used to reach them.

“Based on our analysis, clearly the best route for reaching the unvaccinated is through social media,” says Fagen. “They are also a group that is not overtly political, and they skew young. So this would suggest that hesitancy is not for them a political issue, but more so one of perceived need. It would seem that the best approach for the persuadables segment would be a social media campaign that specifically speaks to the risk younger adults face from Covid and how that risk can be easily and safely ameliorated through vaccination.”

Findings from the research include:

• NON-VOTERS: Those who do not want to get the Covid-19 vaccine or those who are persuadable, are much more likely to be politically disengaged.
  • 61% of those who won’t get the vaccine are non-voters or have no recent history of voting
  • 69% of persuadables on getting the vaccine are non-voters or have no recent history of voting.
• NON-VOTERS: the politically disengaged are already hard to communicate with because they do not follow patterns of the American public at large. When trying to communicate with this group about the vaccine, they are best communicated with using unconventional channels/methods.
  • They are 12% less likely than the average American to watch broadcast TV
  • They are more than 30% more likely to use mobile streaming, digital radio, and social media.
  • 44% more likely than average to use WhatsApp
  • 40% more likely to use Tumblr
  • 39% more likely to use Instagram
  • 38% more likely to be in Reddit
  • 36% more likely to use Twitch
  • And they are 36% more likely to subscribe to Apple TV
  • And 32% more likely to stream ESPN+
• UNMARRIED PARENTS: Unmarried parents are much more likely to be opposed to getting the vaccine or hesitant to get the vaccine than married parents.
  • There are 54,442,635 parents who are hesitant to get the vaccine or refuse to get the vaccine.
    • 31,257,870 (57.4%) are unmarried parents
• YOUTH: 56% of Americans aged 18-34 are hesitant or refuse to take the vaccine.
  • Vaccine Hesitant (18-34) - 22,405,259 (32%)
  • Vaccine Refusal (18-34) - 16,732,546 (24%)

Tunnl provides brands and agencies with audience segments and targeting capabilities specifically developed for purpose driven marketing, issue advocacy and corporate reputation campaigns.

The platform is based on Tunnl’s always-on data collection engine that includes hundreds of thousands of surveys per year. Responses are matched to national consumer and voter files. From this, audiences can be built that have a high probability of accuracy for receptivity to a message or cause. Audiences are updated regularly to ensure that data is current and relevant to the public affairs, issue advocacy, corporate reputation and political markets.

Tunnl’s available audiences are built on issues ranging from which Americans are most concerned about climate change to how company’s efforts around diversity and inclusion influence consumption choices.

When matched with Tunnl’s proprietary media consumption data, audiences can be segmented based upon their likelihood for viewing behavior, such as being a heavy streamer, linear TV viewer or social media user.

For more information, visit www.TunnlData.com.

About Tunnl

Tunnl is an audience identification and segmentation platform for the purpose driven marketing and issue advocacy economy. Based on data from a quarterly survey of 5,000 consumers matched to national consumer and voter files, the platform enables brands to find the right audiences to engage with and activate against for their purpose driven marketing, issue advocacy and corporate reputation campaigns. Tunnl is based in Washington, D.C., and is being launched by Deep Root. For more information, visit www.TunnlData.com.

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