Interclick flu survey: 42% of Americans to seek flu shot

NEW YORK — According to the most recent consumer snapshot survey by Interclick, 42% of Americans are planning to be immunized this year.

The survey, released Wednesday, explores consumer behaviors ahead of flu season, including sentiment on the shots, preferred treatment brands and where they go for the latest news on the flu.

This year, nearly half of Americans plan on receiving the shot in hopes of warding off the flu, with a quarter reporting they do so annually. More women than men will roll up their sleeves, with 46% of females versus 38% of males planning to get the shot. Of those who opt out of the shot, consumers who identify themselves as not getting sick often or those who have never had the flu are less likely to receive the shot.

When it comes to finding information about the flu, the Internet is the new doctor's office for younger generations. While adults older than 35 years generally turn to their doctors as expert sources, consumers 18 to 35 years trust doctors and online sources at nearly the same rate. In addition to younger generations, women also are visiting the Internet for health information, with more than 1-in-4 primarily going online to answer their flu questions. Overall, online sources came in second as a resource for flu-concerned consumers (33%), trailing slightly to television (40%).

Once sidelined by the flu, 2-in-3 consumers thought of flu-specific brands, while 20% first thought of pain-relief medications, such as aspirins or acetaminophen.

Interclick, in partnership with KN Dimestore, fielded the study in October 2011 to survey nearly 1,300 respondents about the flu. To view this survey and future audience insight surveys go to Interclick.com/FluSeason.

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