The Effects of Lifestyle on COVID-19 Vaccine Hesitancy in the United States: An Analysis of Market Segmentation

The aim of this study is to correlate lifestyle characteristics to COVID-19 vaccination rates at the U.S. County level and provide where and when COVID-19 vaccination impacted different households. We grouped counties by their dominant LifeMode, and the mean vaccination rates per LifeMode are calculated. A 95% confidence interval for both the mean and median vaccination rate for each LifeMode is generated. The limits of this interval were compared to the nationwide statistics to determine whether each LifeMode’s vaccine uptake differs significantly from the nationwide average. We used Environmental Systems Research Institute Inc. (ESRI) Tapestry LifeModes data that are collected at the U.S. household level through geodemographic segmentation typically used for marketing purposes. High risk Lifestyle segments and their locations are clearly the areas in the U.S. where the public might benefit from a COVID-19 vaccine. We then used logistic regression analysis to predict vaccination rates using ESRI’s tapestry segmentation and other demographic variables. Our findings demonstrate that vaccine uptake appears to be highest in the urban corridors of the Northeast and the West Coast and in the retirement communities of Arizona and Florida and lowest in the rural areas of the Great Plains and Southeast. Looking closely at other parts of the West such as the Dakotas and Montana, counties that contain Native American reservations have higher vaccination rates. Racial/ethnic minorities also adopt the vaccine at higher rates. The most effective predictor of vaccination hesitancy was Republican voting habits, with Republican counties less likely to take the vaccine. The other predictors in order of importance were college education, minority race/ethnicity, median income, and median age. Our approach correlating lifestyle characteristics to COVID-19 vaccination rate at the U.S. County level provided unique insights into where and when COVID-19 vaccination impacted different households. The results suggest that prevention and control policies can be implemented to those specific households.