COVID-19 TRACKING STUDY Prepared for: Hawaii State Department of Health
EXECUTIVE SUMMARY
The State of Hawaii Department of Health’s communications campaign has been successful in reaching
a vast majority (89%) of local residents. The four broadcast spots all tested relatively well with mean
scores falling just below the top box (9-10).
A challenge for local health officials is the obvious impact that COVID-fatigue is having on Hawaii
residents when it comes to messaging and communications:
• When sources of coronavirus information is tracked we find declines across the board for each
applicable test subject.
• The proportion that feel personally threatened by COVID-19 is trending downward over the last
two reporting periods.
A definite area of concern is the increasing proportion of local residents who view the pandemic more as
an economic and financial disaster than one related to health outcomes. This number has increased
seven-points to 37% in the current study. We see this mindset has a direct correlation to other unwanted
behaviors and perceptions regarding the pandemic.
What is encouraging is that the proportion who admit to following all suggested COVID-19 guidelines has
risen to 65%, its highest point to date.
Overall, two in five (41%) respondents have been tested for COVID-19 with household penetration
increasing to 55% statewide.
Roughly four in five (82%) respondents admit to suffering from some form of mental health issue over
the course of the last six months of the pandemic.
Hawaii CARES had aided name awareness amongst only 29% of those polled.
A little more than half (55%) of those polled say they will signup for the vaccine as soon as they are
eligible with another 36% preferring to take a wait and see approach. At this point few Hawaii residents
are opposed to ever getting vaccinated.
Segments who are less likely to get the vaccination as soon as they are eligible include: young adults,
females, those without a college degree, and less affluent segments of the sample. 42% who live with a
minor indicate they will not let that child get vaccinated.
