Table 2.
Content analysis of qualitative comments for full sample and five segmentation sub-groups.
| Five sub-groups from audience segmentation analysis |
|||||||
|---|---|---|---|---|---|---|---|
| All (n = 332) | ≤ 30 Black, white (n = 71) | 31–34 Black, white (n = 44) | ≤ 34 Hispanic, mixed, other (n = 80) | > 34 Female (n = 121) | > 34 Male (n = 12) | p-value | |
| Spanish language (n = 332) | 5% | 0% | 0% | 4% | 9% | 17% | 0.006 |
| Polarity (n = 332) | 0.171 | ||||||
| Positive | 23% | 16% | 16% | 26% | 26% | 42% | |
| Neutral/mixed | 32% | 32% | 36% | 29% | 31% | 50% | |
| Negative | 46% | 52% | 48% | 45% | 44% | 8% | |
| Concerns about COVID-19 vaccine | |||||||
| Known or potential side effects (n = 332) | 26% | 23% | 27% | 30% | 24% | 33% | 0.838 |
| Rushed or new (n = 332) | 22% | 17% | 27% | 29% | 20% | 0% | 0.103 |
| It is new with little track record (n = 72) | 75% | 58% | 67% | 78% | 88% | NA | |
| Development was rushed (n = 72) | 44% | 50% | 50% | 39% | 42% | NA | |
| Wants more information about vaccine (n = 332) | 21% | 20% | 14% | 21% | 22% | 33% | 0.601 |
| Mentions waiting until future date for vaccine (n = 332) | 18% | 21% | 18% | 15% | 18% | 8% | 0.787 |
| Uses emotional languagea (n = 332) | 17% | 13% | 5% | 21% | 22% | 8% | 0.055 |
Note: Ns from subgroups sum to 328, four respondents could not be classified due to missing demographic data.
a
Emotional language = scared, nervous, worried, stressed, conflicted.