Target audience: Vaccine sceptics in Germany

Selected insights on target audience: Vaccine sceptics in Germany

• 37% of vaccine sceptics have a low annual household income
• Safety is an important aspect of life for 43% of vaccine sceptics
• 56% of vaccine sceptics are laggards or in the late majority of innovation adoption
• A relatively high share of vaccine sceptics think that immigration is an issue that needs to be addressed
• Digital advertising touchpoints of vaccine sceptics are similar to those of the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Germany
• Gender of consumers in Germany
• Consumer’s level of education in Germany
• Share of consumers in Germany in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Germany live
• Communities where consumers live in Germany
• LGBTQ+ status of consumers in Germany

• Most important aspects of life for consumers in Germany
• Top 10 interests of vaccine sceptics in Germany
• Top 10 hobbies and leisure activities of vaccine sceptics in Germany
• Top 10 sports activities of vaccine sceptics in Germany
• Top 10 sports followed by vaccine sceptics in Germany

• Agreement with statements in Germany
• Innovation adopter types based on statements towards innovation by consumers in Germany
• The 10 most important issues facing Germany according to vaccine sceptics
• Political attitudes of consumers in Germany

• Top 10 places where vaccine sceptics in Germany have come across digital advertising in the past 4 weeks
• Devices consumers in Germany use regularly to access the internet
• Social media activities in Germany by type
• Places where consumers in Germany have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Germany have been using in the past 4 weeks