Changes in Concerns and Preventative Behaviours of Canadians During the COVID-19 Pandemic and Their Demographic Associations

Understanding diversity of views, values, and experiences through audience segmentation are essential elements in effective public health messaging. The present study aims to describe the patterns of preventive behaviours and concerns among Canadians throughout different times of the pandemic, as well as identify demographic characteristics that are associated with these patterns. A probability-based sample of 4,627 Canadians was collected by Statistics Canada to complete COVID-19-related surveys in April 2020 and July 2020. Latent class analysis was used to determine the clusters of concerns and preventive behaviours from 21 variables; a set of chi-square tests were run to determine the demographic association. Six classes emerge with varying levels of concerns and preventive behaviours across both time points, albeit some of the group interpretations have changed. Most notably, one latent group showed very little concern about the pandemic. All groups, including the ones with the least concern, still performed the most basic preventive measures such as washing their hands more often across both times. There were also some notable groups who were concerned about social cohesion on top of concerns for overall population health. Demographic associations appear mixed across time, although men, rural residents, and those with lower education were more likely to be in the group showing the least concerns and fewest preventive behaviours. Novel strategies might be required to reach segments whose concerns might be unaddressed and continually skeptical towards public health messaging for the ongoing vaccine rollouts and future health crisis.