These insights draw upon findings from McKinsey’s Consumer Surveys from March 15–22, February 8–12, January 4–11, 2021, and in 2020, November 20, December 6, October 22–26, September 5–7, July 11–14, June 4–8, May 15–18, April 25–27, April 11–13, March 27–29, and March 16–17, 2020 on COVID 19.

1. CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of McKinsey & Company
is strictly prohibited
Updated: March 26, 2021
DOCUMENT INTENDED TO PROVIDE INSIGHT
RATHER THAN SPECIFIC CLIENT ADVICE
2021 Consumer
Health Insights -
COVID-19 Survey
Overview

2. McKinsey & Company 2
Solving the humanitarian challenge is the top priority. Much remains to be done globally to prepare, respond, and recover, from
protecting populations at risk, to supporting affected patients/ families/ communities, to deploying the vaccines. To address this crisis,
countries including the US will need to respond in an evidence-informed manner, leveraging public health infrastructure and proactive
leadership.
This document is meant to help with a narrower goal: provide timely insights on consumers’ reported behaviors, concerns, and
desired support in response to COVID-19. These insights draw upon findings from McKinsey’s Consumer Surveys from March 15-22,
February 8-12, January 4-11, 2021, and in 2020, November 20-December 6, October 22-26, September 5-7, July 11-14, June 4-8, May 15-
18, April 25-27, April 11-13, March 27-29, and March 16-17 2020 on COVID-19. They represent consumers’ stated perspectives and are not
meant to indicate or predict actual future consumer behavior. In these surveys, we asked consumers about “Coronavirus / COVID-19” due to
the colloquial use of “coronavirus” to refer to COVID-19 among the general public.
In addition, we have developed a broader perspective on implications for businesses across sectors that can be found here:
https://www.mckinsey.com/business-functions/risk/our-insights/covid-19-implications-for-business. This supplemental material discusses
implications for the wider economy, businesses, and employment; and sets out some of those challenges and how organizations can respond
in order to protect their people and navigate through an uncertain situation.
For all formal guidance, you can find up-to-date information at CDC’s COVID-19 website, with a section specific to healthcare
professionals: https://www.cdc.gov/coronavirus/2019-ncov/healthcare-facilities/index.html
Overview of this document
AS OF MARCH 24, 2021

3. McKinsey & Company 3
Take-aways from the insights: Actions to consider now
AS OF MARCH 24, 2021
 Build detailed understanding of consumer segments and sentiment to inform consumer solutions
with robust data, survey research, and up-to-date media listening capabilities. Identifying the unique
attitudes and barriers for each consumer segment will be critical to effectively communicate and engage
consumers to overcome barriers (e.g., to receive deferred care, chose to get a COVID-19 vaccine)
 Identify priority journeys and define approach to personalized engagement. For example, cut
through message fatigue, complacency, and dis- and mis-information in today’s fragmented news and
media environment by identifying trusted messengers, trusted channels and supplying the right
messages and actions in formats that will speak to each consumer on a local, personal level for the
things that matter most to them
 Set-up an agile consumer engagement center to outreach to consumers in a rapid and impact
oriented approach, using consumer information to optimize the timing, content, and design of every
experience, leveraging advanced analytics and consumer insight. This requires building capabilities to
support agile delivery and rapid test and learn, including strong measurement capabilities.
 Appropriately engage consumers in the way they want and prefer – as consumers are increasingly
engaging across channels, including digital, enhanced capabilities are needed to meet consumer and
provider needs to support these preferred engagement approaches

4. McKinsey & Company 4
Vaccinations are increasing and
hesitancy continues to decline
Likelihood to receive COVID-19 vaccine
% of respondents (ages 18+)
18 19 16 15
45 41
23 17
37 38
43
32
18
36
Feb. 19
Dec. 6
2
Jan. 15 March 21
100% = 2,332
2,467 2,506 2,724
Already vaccinated Cautious
Interested Unlikely
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
1. Percentage point
QVAX1b. Under which timeframe of COVID-19 vaccine availability would you be most likely to get vaccinated?
QVAXPROC_SAT. How satisfied were you with each element of the vaccination process?
88%
Of respondents that were vaccinated were satisfied with
their overall vaccination experience
31 pp1
Reduction in cautious and unlikely since December
36%
Of unvaccinated Medicaid members are uncertain about
their vaccination eligibility
CURRENT AS OF MARCH 26, 2021
Survey date

5. McKinsey & Company 5
Across the ‘Cautious’ and ‘Unlikely’ segments, we see 4 distinct
consumer archetypes
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
Concerned and
constrained
Concerns about both
the safety of the
vaccine and
challenges in getting
the vaccine
Don’t need and
constrained
Believe that they
don’t need or want
the vaccine and that
there are too many
challenges in getting
the vaccine
Resistant
Limited concerns
about getting the
vaccine, but are
generally less
receptive
50% 13% 9%
Gaps in
information
Uninformed or
misinformed about
the vaccine; may be
more open to the
vaccine with better
information
28%
Percent of Cautious and Unlikely to vaccinate segments, %
CURRENT AS OF MARCH 26, 2021

6. McKinsey & Company 6
Overall satisfaction with the vaccination experience remains high
CURRENT AS OF MARCH 26, 2021
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
QVAXPROC_SAT. How satisfied were you with each element of the vaccination process? 10-point scale from extremely dissatisfied to extremely satisfied;
“High” is 8-10, “Moderate” is 4-7, and “Low” is 1-3)
Satisfaction with different elements of vaccination process
% of respondents, n=991
92%
Respondents living in large city
suburbs or medium-sized city
74%
Respondents age 25-34
93%
Received at doctor’s office
80%
Hispanic respondents
96%
Respondents age 65+
83%
Dual Medicare and Medicaid
Elements with
highest satisfaction
Elements with
lowest satisfaction
88%
Safeguards for preventing
COVID-19 at vaccination site
(e.g., masks, distancing)
88%
Cleanliness of site
87%
Ability of healthcare/
vaccination provider to
explain the vaccination
process
76%
Proximity of vaccination
site to residence
76%
Ease of scheduling
78%
Learning where to receive
the vaccine
More satisfied
Less satisfied

7. McKinsey & Company 7
Anxiety and distress remain high and vary across populations
CURRENT AS OF MARCH 26, 2021
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
QFEEL1. Over the past week have you felt anxious?
QFEEL2a. Please indicate your level of distress related to the Coronavirus / COVID-19 pandemic. Responses are on a 1-10 scale with 1 being ”least distressed” to 10 being “most distressed.” Distressed is 8-10
38
49 57
39
Scheduled
or planning
to schedule
Fully vaccinated Waiting Unlikely
6 pp
Overall decrease in distress
since October
1 pp
Overall increase in anxiety
since October
31%
Respondents between the ages
of 24-44 reporting distress
31%
Respondents with
children in household
reporting distress
23%
Respondents
reporting distress
46%
Overall percentage
of respondents
feeling anxious
~50%
“Interested’ and ‘Cautious’
respondents feeling anxious
compared to 39% of ‘unlikely’
67%
Respondents aged
18-24 feeling anxious
Respondents experiencing anxiety
% of respondents, n=2,724
% of respondents, n=2,724 overall, varies by category
High distress due to COVID-19 by vaccination status
High anxiety by vaccination status
% of respondents, n=2,724 overall, varies by category
Respondents experiencing distress due to the pandemic
% of respondents, n=2,724
21
25
30
13
Unlikely
Fully vaccinated Scheduled
or planning
to schedule
Waiting

8. McKinsey & Company 8
Respondent return to activities
CURRENT AS OF MARCH 26, 2021
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
QRESUME. Please indicate when you would resume each of the following activities
1. If in need of care
Going
to/on:
Expected time to resume activities
% of respondents, N=2,724
Transportation Daily activities Healthcare1
10
22 20
8 4 5 4 8
12
6 7
5
9
11
8 8
5
7
8 8 8
8
11
17 16
8
5 4
5
19
15
15
17
22
18
20 18
14 12
14
12 14
15
15
17
11
10
6
15
15
9
9
6
7 5 9 7
8
18
17
15
10
9
20
13
29
21
10
38 39
21
25
39
13 12
17
59
39
22
40
27
52
66
29 26
41
36
18
3
4
2
2
Hotel
Transportation
service
e.g.,
taxi,
rideshare
Airline
Public
transportation
Dentist
3
1
Retail
store
2
Restaurant
Park
or
beach
4
Gov’t
facility
Physician’s
office
4
3
4
3
2
Drug
store
3
3
Urgent
care
clinic
Hospital
facility
4
3
Vision
provider
Surgical
center
I am already doing this
I don’t know
Other
I am not doing this yet because I don’t
need to, but I would if I needed to
Never
Not until there is a treatment / I’m vaccinated
This activity is not applicable to me

9. McKinsey & Company 9
Resumption of activities and plan to partake in activities by
vaccination status and intent
CURRENT AS OF MARCH 26, 2021
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
QRESUME. Please indicate when you would resume each of the following activities; responses to “I am already doing this” option shown; selected activities shown
QPLAN. Which of the following activities, if any, do you plan to do in the next 4 weeks? (Select all that apply); selected activities shown
Those who are unlikely to receive a vaccine are resuming
activities at higher levels than other segments...
% of respondents, n=2,724 overall; varies by bubble
...and plan to partake in more group activities in the next 4-weeks
% of respondents, n-2,724 and varies by bubble
0 10 20 30 40 50 60 70 0 10 20 30 40
Already vaccinated Interested Cautious Unlikely
Going out to a restaurant (to dine
in) or bar
39
37 57
32
Fly on an airline 12 13 18
13
Using a transportation service
(e.g., taxi, Uber, Lyft)
16 17
15 21
Hotel stay 19 29
21 21
Attend a get-together with people
outside of my immediate family
(people that I live with) indoors
20
16 18 29
Attend a get-together with people
outside of my immediate family
(people that I live with) outdoors
21
16 20 23
Eat at a restaurant indoors 36
31 35 53
Go to a fitness center / gym 16
15
13 16
50

10. McKinsey & Company 10
Those respondents that have deferred care cited primary concerns
with safety and affordability
CURRENT AS OF MARCH 26, 2021
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
QCARE_DEFER. Are you deferring or postponing getting any healthcare treatment that you currently need?
QCARE_DEFER_WHAT. What type(s) of healthcare treatment are you deferring or postponing? Respondents could select more than one answer choice
QCARE_DEFER_WHY. Why are you deferring or postponing your care?
Respondents deferring care and type of care deferred
% of respondents, n value varies by row
Overall
Percent deferring
35
21
16
16
16
Primary care physician
for routine care
Specialist
Dentist
Vision provider
Primary care for
annual wellness visit
22
Top deferred services Top reasons respondents are deferring care
% of respondents, n=1,467
13
27
27
One
None
Multiple
28
19
18
Urban
Suburban
Rural
23
17
22
31
Commercial
Medicare
Medicaid
Both Medicare
and Medicaid
% of respondents, n=593
Chronic
conditions
Urbanicity
Insurance
status
37%
24%
15%
14%
14%
13%
I am concerned about the safety of getting the
treatment now due to COVID-19
Cannot afford the costs of the treatment
Would rather live with
the medical condition
for now than getting the treatment
Getting treatment would
require missing too much work
Concerned about side effects or
adverse events from getting treatment
I would have to travel too far
from my home to get treatment

11. McKinsey & Company 11
Respondents most recent site of care was primarily in-person,
except for visits to a psychologist or psychiatrist
CURRENT AS OF MARCH 26, 2021
APPT1. For each of the following types of care below, indicate whether your most recent appointment was either at an in-person appointment, or an online /
video visit with a physician (e.g., Doctor on Demand, Skype, FaceTime); also called telemedicine.
Modality of most recent appointment, by setting
% of respondents who reported receiving care in the specified setting (sample size varies by row)
8%
25%
18%
18%
49%
83%
88%
88%
83%
85%
76%
83%
74%
26%
3%
9%
3%
521
6%
12%
Visits to an urgent care center
11%
8%
100% =
Visits to a specialist
4%
Visits to a health clinic at a pharmacy or retail store
5%
13%
Visit with a pediatrician for my child
Visit with a gynecologist for non-pregnancy or non-maternity care
6%
715
86
Non-annual/routine visits with a primary care physician (e.g., GP, FP, internist)
194
6%
11%
222
Annual wellness visits with a primary care physician (e.g., GP, FP, internist)
Routine visits with a primary care physician (e.g., GP, FP, internist)
Visits to a psychologist or psychiatrist
526
238
703
227
N=
Source: McKinsey COVID-19 Consumer Survey, 3/21/2021 (n=2,724 ages 18+ in USA)
In-person
Telephone Telemedicine
Change in telemed
vs. Feb survey (p.p.)
-1%
-3%
-11%
-9%
2%
-2%
-3%
2%
2%
Most Recent Care Received