Target audience: Vaccine sceptics in the Philippines

Selected insights on target group: Vaccine sceptics in the Philippines

• 38% of vaccine sceptics have a low annual household income
• Learning new things has more importance to vaccine sceptics than to the average consumer
• Family and parenting are relatively prevalent interests of vaccine sceptics
• Vaccine sceptics are more likely to have traveling as a hobby than the average consumer
• Vaccine sceptics remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

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

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• 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 Philippines
• Gender of consumers in Philippines
• Consumer’s level of education in Philippines
• Share of consumers in Philippines in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Philippines live
• Communities where consumers live in Philippines

• Most important aspects of life for consumers in Philippines
• Top 10 interests of vaccine sceptics in Philippines
• Top 10 hobbies and leisure activities of vaccine sceptics in Philippines

• Agreement with statements in Philippines
• The 10 most important issues facing Philippines according to vaccine sceptics
• Political attitudes of consumers in Philippines

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