This research is provided by SmithGeiger Group
SmithGeiger Group explored the factors that impact Americans’ decisions on whether or not to get the COVID-19 vaccine.
Interviews of 3,046 U.S. adults were conducted December 4-11, 2020. All respondents consumed news media sources on at least one platform weekly.
Key Findings
– Respondents said the most important factors regarding their decision to get the COVID-19 vaccine were safety of the vaccine (73%), effectiveness of the vaccine (70%), and possible side effects (65%).
– 52% of Americans said the opinion of their own doctor or nurse was the most important opinion for their vaccine decision, followed by opinions from federal health agencies such as the CDC, DHHS, or NIH (49%).
– The most impactful vaccine messaging focused on a desire to avoid loss and help others.
– 49% of respondents said they were more likely to get the COVID-19 vaccine after seeing the message “Get vaccinated. Don’t put your family through the pain of losing you to COVID-19.”
