Efficacy or delivery? An online Discrete Choice Experiment to explore preferences for COVID-19 vaccines in the UK

COVID-19 vaccines are widely regarded as an integral component in the UK’s pandemic recovery, and a comprehensive distribution strategy will be required to maximise uptake. However, to date, there is a dearth of research into factors that could lead to UK residents’ acceptance or rejection of COVID-19 vaccines. This study used a discrete choice experiment to investigate the importance of vaccine properties, delivery and media coverage in amplifying or attenuating vaccine uptake. Efficacy was found to be the factor that most influenced vaccine selection; further, the positive effect of high efficacy was more pronounced for those aged 55+. Insights from this DCE aim to assist policymakers and public health communicators in planning and refining their delivery strategy for COVID-19 vaccines.