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CONSUMERSBRANDS

Targetaudience:Vaccine

scepticsinSwedeConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumersthatstated:’’Ihavelittletrustinthesafetyofvaccinations’’.

ThereportoffersthereaderacomprehensiveoverviewofvaccinescepticsinSweden:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkvaccinescepticsinSweden(’’targetaudience’’)againsttheaverageSwedishconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingSweden)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

VaccinescepticsinSweden

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Vaccinescepticstendtobeyounger,40%areMillennials.

51%ofvaccinescepticsarefemale.39%ofvaccinescepticshavealow

annualhouseholdincome.

Vaccinescepticsaremorelikelytoliveinsmalltownsandruralcommunitiesthantheaverageconsumer.

Traditionhasmoreimportancetovaccine