Consumers Open to Vaccine, Reluctant to Resume ‘Normal Activities’
Slightly more than half of U.S. consumers are willing to get a COVID-19 vaccine as soon as they're able to, and 19% more are eager to get inoculated a few months after it becomes available, reported Gartner Wednesday. It canvassed…
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450 consumers November through January, finding most will be hesitant to resume “normal activities” even after receiving a full dose of the vaccine. “The willingness of consumers to accept a COVID-19 vaccine and return to normal life comes with scrutiny,” said Gartner analyst Tim Barlow. “This creates a delicate balance for brands and marketers trying to gauge buying behaviors and plan activities and campaigns for the year ahead. Marketers will need to be prepared to invest further in proactive, trust-building communication and resource building.”