"More consumers believe children should not be vaccinated, leading to vaccine-preventable disease outbreaks," Blueshift Research reports. "Most respondents believe children should be vaccinated, but with eachåÊTrends Tracker study, the number of those who disagree with vaccinations has increased. This anti-vaccination movement is being led by those ages 18 to 29."
"The number of unvaccinated children in kindergarten continues to rise in cities, including in Southern California and Michigan," Blueshift goes on to say. "This is having a direct effect on the number of vaccine-preventable disease outbreaks in North America, up 6,000% from 2008 to 2014, according to data from the Council on Foreign Relations."
Blueshift asked: Should children be vaccinated?
Û¢ 93.1% of respondents believe children should be vaccinated, a 3 percentage-point drop quarter to quarter.
Û¢ 18- to 29-year-olds (8.8%) were the most likely to believe children should NOT be vaccinated, up 4.2 percentage points quarter to quarter. Those ages 30 to 44, and 45 to 60 were close behind (8.1% and 8%, respectively).
With these statistics in mind, health-care providers need to do more advertising to change the minds of the 7% of parents who disagree with vaccinating their children.
According to AudienceSCAN research, 51% of parents with children younger than 5 are aged 25 to 34, and 26% of parents with children younger than 5 are aged 35–44. Another 15% are aged 18–24. These are prime targets for health-care providers' marketing. Doctors' offices and medical clinics can focus on families living in the suburbs (47%) and families living the city life (29%).
Parents of infants and toddlers enjoy homemaking activities, like baking (45%), gardening (34%), decorating (29%), home improvements (29%) and crafting (29%). So, hit them with advertising for vaccinations in home-centric magazines, blogs, and channels.
In the past 12 months, this audience has taken action from absorbing ads on TV (76%), sponsored search results (63%), magazines (61%), banner ads (57%) and ads on social networks (53%).
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.