Target audience: Vaccine sceptics in Germany

Statista Consumer Insights report

Target audience: Vaccine sceptics in Germany

This report offers the reader a comprehensive overview of vaccine sceptics in Germany: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark vaccine sceptics in Germany (''target audience'') against the average German consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the Statista Consumer Insights Global survey.

Table of contents

Selected insights on target audience: Vaccine sceptics in Germany

  • 38% of vaccine sceptics have a low annual household income
  • Having a good time has less importance to vaccine sceptics than to the average consumer
  • 58% of vaccine sceptics are laggards or in the late majority of innovation adoption
  • A relatively high share of vaccine sceptics think that civil rights are issues that need to be addressed
  • Digital advertising touchpoints of vaccine sceptics are similar to those of the average consumer

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