COVID-19 vaccination rates have varied significantly based on partisanship and socioeconomic factors, with Democrats getting vaccinated faster and at higher percentages than Republicans and Independents.

A University of Michigan study published at NPJ Vaccines also revealed that vaccine uptake was lowest among Black Americans, individuals with incomes below $30,000 and those with a high school education or less.

Furthermore, female, Black and Hispanic respondents were less likely to get vaccinated early. At the same time, individuals aged 45-65, those with postgraduate degrees, and Independents and Democrats were more likely to be early adopters, according to the research conducted in partnership with Georgetown University.

Initial late adopters were found to be more likely to have a college degree but less likely to be parents, with a median delay of three-and-a-half months between early and late adopters.

“Because of the influence of partisanship and distrust of government, the results suggest that public health officials should use social influencers and celebrities in their messages advocating vaccination,” said Michael Traugott, U-M professor emeritus of political science and communication studies, and research professor emeritus at the Center for Political Studies at the Institute for Social Research.

Traugott said some of Pfizer’s commercials have used media personalities like Martha Stewart and John Legend to deliver their messages.

Utilizing a panel study with a nationally representative survey of American adults interviewed three times, researchers analyzed three subpopulations—early adopters, late adopters and nonadopters. The surveys were conducted online in three waves: June 2021, October 2021 and February 2022.

Personal safety and health concerns were the primary motivations for individuals to get vaccinated. However, work requirements and the desire to travel were significantly more critical for late adopters than early adopters. In contrast, late adopters and nonadopters shared different concerns, with government distrust being more prominent among nonadopters.

The study also emphasizes the role of digital platforms in shaping vaccine perceptions. Early adopters demonstrated higher exposure to pro-vaccine messaging on social media, while nonadopters were more influenced by anti-vaccine content. Late adopters were situated between these extremes, exposed to a mix of pro- and anti-vaccine messages.

“There have long been questions about whether social media platforms should be mitigating the flow of COVID-related misinformation to encourage vaccine uptake,” said ISR researcher Josh Pasek, associate professor of communication and media. “These results indicate that individuals’ social media networks are playing a role in shaping vaccination beliefs and later uptake.”

The findings underscore the critical need for tailored public health interventions. They also underscore the importance of addressing demographic disparities and the influence of online information environments in shaping vaccine behavior.

“As we continue to navigate the COVID-19 pandemic, understanding these factors is vital for effective public health strategies and increasing vaccine acceptance across all population segments,” Traugott said.