2025 national survey – adult influenza vaccination behavioural and social drivers

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Key findings summary
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As part of the National Vaccination Insights project, the University of Sydney Social and Behavioural Insights in Immunisation research group conducted a survey of 2,009 adults over 18 years of age to understand what influences them to receive the recommended influenza (flu) vaccine ahead of the 2025 flu season.

Findings from this 2025 survey were compared to the 2024 data collection.  

An additional set of in-depth interviews conducted with adults are currently being analysed, and results are expected in 2026.

This 2025 key findings summary presents data on: 

  • the drivers of adult flu vaccination intention in 2025
  • how these drivers changed in 2025 compared to 2024
  • why some participants did not plan to get a flu vaccine in 2025. 

 

The behavioural and social drivers of flu vaccination intention in 2025

The researchers identified behavioural and social drivers that influenced the likelihood of adults wanting a flu vaccine in 2025. 

 

Comparing the behavioural and social drivers of flu vaccination intention in 2024 and 2025

The behavioural and social drivers of vaccination intention were compared between 2024 and 2025 and statistically significant increases and decreases identified.

 

Changes in the drivers of flu vaccination intention in 2025 compared to 2024

Significant changes were seen in certain drivers that were identified as influencing participants’ intention to get a flu vaccination in 2025 compared to 2024.

 

Reasons for not wanting a flu vaccine in 2025

Researchers asked people who did not plan to get the flu vaccine in 2025 why they had made that choice. A total of 368 people shared 409 reasons, which were grouped into six main themes.

Beliefs about personal health 

Some participants felt they didn’t need to get a flu vaccine because they: 

  • rarely get sick
  • had avoided flu in the past without receiving the vaccine
  • are healthy enough to fight off the flu
  • are not in a high-risk group for severe flu.

A few participants said they might change their mind in the future if their health situation changes.
 

Beliefs about vaccines 

Some participants were concerned about vaccine safety and effectiveness related to:

  • negative personal experiences with vaccination
  • concerns that began during the COVID-19 pandemic.
     

Decision-making influenced by other relationships 

For some adults, making a personal choice to get a flu vaccine was important and was influenced by their view of governments and health authorities. 

Some people were put off wanting to get a flu vaccine because:

  • they felt pressured to get vaccines during the COVID-19 pandemic
  • they did not trust pharmaceutical companies or those who promote vaccination.
     

Vaccination processes and experiences

A small group of adults decided not to have a flu vaccine because they avoid needles. 

Other practical reasons for not wanting a flu vaccine, include: 

  • the cost of the vaccine
  • being too busy
  • finding it hard to book a convenient time. 
     

Beliefs about flu

A small group of participants believed:

  • flu is not a severe illness
  • flu will not make them sick
  • they did not need a flu vaccine because flu cannot not spread in warm climates.
     

Medical reasons

A very small number of people said that they had allergies or health conditions that did not allow them to have a flu vaccine, or that their doctor recommended that they avoid it.

 

 

Access 2025 survey pre-print

Access 2024 survey publication

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