56% of Americans aged 18-34 are hesitant or refuse to take the vaccine
WASHINGTON–(BUSINESS WIRE)–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:
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.
Contacts
Bill Daddi
Daddi Brand Communications
Bill@DaddiBrand.com
917-620-3717
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