Table 1.
Demographics and survey responses for full sample and five segmentation sub-groups.
| Five sub-groups from audience segmentation analysis |
|||||||
|---|---|---|---|---|---|---|---|
| All (n = 1951) | ≤ 30 Black, white (n = 470) | 31–34 Black, white (n = 266) | ≤ 34 Hispanic, mixed, other (n = 461) | > 34 Female (n = 498) | > 34 Male (n = 48) | p-value | |
| Mean age in years (n = 1951) | 31.9 | 26.3 | 32.5 | 28.0 | 39.2 | 44.9 | <0.001 |
| % female (n = 1737) | 96% | 99% | 99% | 99% | 100% | 0% | <0.001 |
| Race/ethnicity (n = 1720) | |||||||
| % non-Hispanic white | 31% | 46% | 54% | 0% | 34% | 42% | <0.001 |
| % non-Hispanic black or African American | 29% | 55% | 46% | 0% | 23% | 10% | |
| % Hispanic, Latino, Latina (any race) | 33% | 0% | 0% | 84% | 35% | 33% | |
| % another race or mixed race | 7% | 0% | 0% | 16% | 7% | 15% | |
| Education (n = 1733) | |||||||
| % ≤ high school/GED | 30% | 40% | 25% | 31% | 24% | 13% | <0.001 |
| % some technical/trade school or some college | 39% | 38% | 39% | 39% | 37% | 34% | |
| % ≥ college degree | 32% | 21% | 37% | 30% | 39% | 53% | |
| COVID-19 vaccine beliefsa | |||||||
| Getting my child vaccinated is important (n = 1630) | 47% | 35% | 44% | 54% | 53% | 75% | <0.001 |
| Benefits of vaccine outweigh rare side effects (n = 1666) | 32% | 23% | 30% | 34% | 37% | 68% | <0.001 |
| Intention to get an approved, free COVID-19 vaccine | |||||||
| % likely/very likely to get it for my child (n = 1731) | 38% | 23% | 34% | 44% | 46% | 69% | <0.001 |
| % agree/strongly agree would rush to get it for my child (n = 1672) | 35% | 24% | 30% | 42% | 40% | 67% | <0.001 |
| COVID-19 made life “much worse” in these ways…b | |||||||
| % social life (n = 1732) | 41% | 38% | 44% | 40% | 41% | 43% | 0.596 |
| % money (n = 1727) | 35% | 40% | 31% | 35% | 31% | 28% | 0.016 |
| % stress (n = 1734) | 34% | 38% | 31% | 36% | 30% | 28% | 0.045 |
| % work (n = 1712) | 26% | 29% | 25% | 28% | 23% | 26% | 0.195 |
| % childcare (n = 1714) | 23% | 31% | 24% | 23% | 16% | 21% | <0.001 |
| % emotional health (n = 1731) | 17% | 19% | 17% | 15% | 15% | 19% | 0.556 |
| % happiness (n = 1718) | 17% | 20% | 16% | 14% | 16% | 21% | 0.212 |
| % physical activity or exercise (n = 1740) | 16% | 17% | 13% | 17% | 17% | 9% | 0.518 |
| % sleep (n = 1737) | 16% | 21% | 13% | 14% | 15% | 11% | 0.010 |
| % housing (n = 1727) | 16% | 20% | 15% | 16% | 12% | 9% | 0.007 |
| % taking care of older relatives (n = 1672) | 14% | 18% | 14% | 11% | 13% | 14% | 0.033 |
| % household relationships (n = 1724) | 12% | 14% | 13% | 11% | 9% | 13% | 0.182 |
| % getting food or other daily necessities (n = 1735) | 10% | 13% | 9% | 10% | 7% | 9% | 0.049 |
| % getting medical care (n = 1735) | 9% | 10% | 8% | 9% | 8% | 4% | 0.622 |
| % physical health (n = 1738) | 9% | 10% | 8% | 9% | 9% | 9% | 0.943 |
| % transportation (n = 1740) | 8% | 10% | 7% | 8% | 8% | 4% | 0.508 |
| Mean sum of “much worse” items (n = 1771) | 2.9 | 3.4 | 2.8 | 2.9 | 2.6 | 2.6 | 0.022 |
| Greatest concern right now (n = 1795) | |||||||
| Paying bills | 27% | 32% | 29% | 18% | 27% | 15% | 0.002 |
| Protecting child's health | 27% | 25% | 29% | 30% | 25% | 38% | |
| Avoiding getting COVID-19 | 19% | 14% | 17% | 18% | 27% | 15% | |
| Employment | 8% | 8% | 8% | 9% | 6% | 4% | |
| Childcare | 6% | 8% | 8% | 6% | 5% | 10% | |
| Managing current health conditions | 2% | 3% | 2% | 1% | 3% | 2% | |
| Caring for older relatives | 1% | 1% | 0% | 1% | 1% | 2% | |
| Other | 5% | 4% | 5% | 5% | 4% | 2% | |
Note: Ns from subgroups sum to 1743, 208 respondents could not be classified due to missing demographic data.
a
Percent “agree” or “strongly agree”.
b
Percent “much worse”.