Intention to vaccinate children for COVID-19: A segmentation analysis among Medicaid parents in Florida

Matthew W. Kreuter, Rachel Garg, Alexis Marsh, Tess Thompson, Charlene Caburnay, Enguday Teshome, Saneel Kulkarni, Thidaporn Tanpattana, Jennifer Wolff, Amy McQueen

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


COVID-19 vaccines have been granted emergency use authorization for children ages 5 years and older. To understand how racially and ethnically diverse parents of young children enrolled in Medicaid feel about a prospective COVID-19 vaccine for their children, we administered an online survey that included both close-ended and open-ended items to a statewide sample in Florida (n = 1951). We used quantitative responses to conduct a statistical audience segmentation analysis that identified five distinct sub-groups that varied widely in the likelihood that they would get a COVID-19 vaccine for their child. Qualitative responses were used to illustrate differences between the groups. The youngest Black and White mothers were least likely to vaccinate their child (24%), followed by Black and White mothers in their early 30s (36%), younger Hispanic and mixed-race or other race parents (45%), older mothers (48%) and older fathers (71%). Unique challenges to building vaccine confidence emerged for each group. The youngest Black and White mothers were more likely to report their lives being worse during the COVID-19 pandemic, were far more negative and less positive about a COVID-19 vaccine, and were more concerned about paying bills than preventing COVID-19. Younger Hispanic and mixed-race parents were less negative, but more likely to use emotional language (e.g., scared, nervous, worried) talking about a COVID-19 vaccine, and more likely to report that protecting their child's health was their top concern. Recommendations are made for applying the insights gained in outreach and education efforts.

Original languageEnglish
Article number106959
JournalPreventive Medicine
StatePublished - Mar 2022


  • COVID-19
  • Children
  • Health communication
  • Medicaid
  • Vaccination


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