Audience segmentation analysis of public intentions to get a COVID-19 vaccine in Australia.

ABSTRACT: While previous studies provide broad categories of the public who intend to get a COVID-19 vaccine, few systematically segment and help understand and engage with distinct publics to improve COVID-19 vaccine uptake. Using data from a national sample of the Australian public (N = 1054) and using measures primarily based on the Theory of Planned Behaviour, a latent class analysis of 16 items was undertaken to identify COVID-19 audience segments for potential future message targeting. We found five different segments of COVID-19 vaccine intentions: vaccine enthusiasts (28%), supporters (26%), socials (20%), hesitant (15%) and sceptics (10%). These five audience segments also differ on demographic variables and their level of trust in mainstream media, scientists and health experts, soc

SUBMITTER: Thaker J 

PROVIDER: S-EPMC9790861 | biostudies-literature | 2023 May

REPOSITORIES: biostudies-literature