Michigan COVID-19 Vaccine Survey Insights
The Michigan COVID-19 Survey conducted in March 2021 provides valuable insights on vaccine segments, key findings, and likelihood to get the vaccine among residents aged 16 and older. The survey categorizes individuals into Vaccine Definites, Persuadables, and Nevers, highlighting that 61% are firmly in the vaccination Definites group. Men, older age groups, and African-Americans show varying levels of commitment to getting vaccinated, emphasizing the importance of targeted messaging and outreach efforts to increase vaccination rates.
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Brogan Michigan Survey March 2021
Michigan COVID-19 Survey: 1,848 interviews with residents of Michigan, ages 16 and older 1,583 online interviews 265 telephone interviews African-American, Hispanic, and Middle East North African respondents were oversampled to improve analysis 238 African-American 114 Hispanic 90 MENA Data weighted to match sex, age, ethnicity, and region population statistics Data weighted to reflect current statewide vaccination levels by age Some questions can be tracked back to previous research in late 2020 Interviews conducted 3/13/21 through 4/5/21
Definition of Vaccine Segments: Segment Definition Have already received/scheduled/tried to schedule vaccine OR Very likely to get vaccine and get it as soon as it is available Vaccine Definites Have not already received/scheduled/tried to schedule vaccine AND Very likely to get vaccine but not as soon as it is available or Somewhat likely or not very likely to get the vaccine Vaccine Persuadables Have not already received/scheduled/tried to schedule vaccine AND Not at all likely to get vaccine Vaccine Nevers Survey conducted March 2021
Key Findings: Vaccine Segments Definites Persuadables Nevers While some of the 13% in the Never group will defy their label and change their mind in the future, the data shows them to be highly unlikely to be swayed by the efforts of the MDHHS 61% of Michigan residents 16 and older are firmly vaccination Definites Among the remaining population, we categorize 21% as Persuadables , those that are at least somewhat open to vaccination In addition to the 31% who have already been vaccinated, 30% have either made an appointment, tried to make an appointment or are very likely to get the vaccination ASAP The Persuadables are the group that should be prioritized in messaging and outreach
Key Findings: Likelihood to Get Vaccine Age Gender Race Michigan residents in the most vulnerable age groups are far more likely to plan to be vaccinated than the younger ages Men are more inclined to be vaccinated than women One of the biggest challenges is improving vaccination numbers among African-Americans -- only 52% are committed to getting a vaccine 66% of men are in the Definite group and only 10% in the Never Nevertheless, 28% of those age 55- 64, and 21% of those age 65+ are not Definite for getting a vaccine Hispanics are also lower than the general population (48% Definite) but they also have a large group of Persuadable (33%) Among women 57% are Definites and 16% Nevers While the youngest respondents age 16-34 are much less likely to be in the Definite group, it is encouraging that they also have relatively few in the Never vaccinate group The Middle East North African group (MENA) were the most likely (78%) to definitely get a vaccine While an encouraging 63% of White/Other respondents are in the Definite category, White/Other residents still represent 74% of the Persuadable population of Michigan
Key Findings: Likelihood to Get Vaccine While in November only 43% said they were very likely to get the vaccine, that number has increased to 65% when including those who have already started the appointment process The increase was especially dramatic among African-Americans, going from 25% to 54% Hispanics had a similar jump since November from 23% to 53% The number of people in the get vaccine right away /already tried to get appointment group has increased since November, from 34% to 63% There is still substantial contingent (23%) who say they will either wait until required by law/employer or not get the vaccine at all Parents have only had a modest increase in vaccine likelihood, with those very likely to get their child vaccinated increasing from 35 to 40%
What Can We Do Now? Wear a mask or face covering Physically distance Avoid gatherings Get tested Schedule a vaccine appointment Download MI COVID Alert Visit Michigan.gov/MICOVIDAlert
MI COVID Alert It may be difficult for health officials to reach everyone who tests positive and close contacts by phone. MI COVID Alert is another, faster way to know if you may have been exposed to COVID-19. The mobile app is free, easy to use, and anonymous. It is a tool to stay informed and protect yourself or others from spreading COVID-19. It s important to download the app now because you must already have the app on your phone when you are exposed and before a positive result in order to receive or alert others. More than 600,000 people have already downloaded the app statewide.
RDTF could help get us there. Goal: 6,000-7,000 downloads per week In the last two weeks, we ve averaged 500 to 700 downloads per day, so this would be a doubling of what we ve averaged during that timeframe. Direct link to creative assets: https://app.box.com/s/0qnlowix2d615ynd3 8336h7bn6m4fccy/folder/125585910863
