Target audience: Vaccine sceptics in Germany

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

Management summary

• Key insights

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

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

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Germany
• Gender of consumers in Germany
• Level of education in Germany
• Share of consumers in Germany in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Germany live
• Communities where consumers live in Germany
• Accommodation type and home ownership 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
• Pets living with vaccine sceptics in Germany

• Agreement with statements in Germany
• The 10 most important issues facing Germany according to vaccine sceptics
• Political attitudes of consumers in Germany
• Innovation adopter types based on statements towards innovation by consumers in Germany
• Economic situation in Germany as percieved by vaccine sceptics
• Perceived personal economic situation of vaccine sceptics
• Agreement with statements regarding economic concerns of vaccine sceptics

• Type of media consumers in Germany have been using in the past 4 weeks
• Top 10 social networks used by vaccine sceptics
• Top 10 channels where vaccine sceptics in Germany remember coming across digital advertising
• Places where consumers in Germany have come across non-digital advertising in the past 4 weeks