Role of digital media in vaccination promotion. Second report on VaccinarSinToscana.org experience

Abstract Background Since March 27, 2017, the Department of Health Sciences, University of Florence, has been managing and editing an online portal of medical and scientific information, focused on preventive health care and vaccinations: “VaccinarSinToscana.org” (Get vaccinated in Tuscany). The aim of this study is to analyze website's consultation activity over the past four years by single users, visits and single webpage consultation. Methods VaccinarSinToscana website activity during the study period April 01, 2019-March 31, 2023 was investigated using Google Analytics. Microsoft Excel was used for data analysis. Results During the study period 365,070 new single users visited the portal and nearly 15% of them entered more than once for about 447,000 sessions. A total of 815,800 single web pages were visited individually, with an average of 2.23 web pages consulted per visit and an average session duration of 58 seconds. The largest increase in visits occurred in January 2021-June 2021 with the highest peak in March (155,737 single web pages). The most visited pages were about the national vaccination calendar, regional vaccine clinics, and the types of anti-COVID-19 vaccines available (particularly, the viral vector vaccines). Analysis of socio-demographic characteristics showed that the users most attracted to web consultation were female (57%) and the most ‘digital’ age group was 25-34 (24%). Other age groups account for 14% (18-24 years), 22% (35-44 years), 17% (45-54 years), 13% (55-64 years), and 11% (over 64 years). Mobile phones were the most used devices to access the portal (69%), personal computers for 28% and tablets for 3%. Conclusions The analysis of web pages consultation trend showed a relevant exponential increase of visits in the period January 2021-June 2021. The greatest interest of users, in this period marked by the early stages of the national SARS-CoV-2 vaccination campaign, was for searching news regarding anti-COVID-19 vaccination. Key messages • Institutional websites with evidence-based information could be useful tools for users to increase public confidence in vaccination. • The anti-COVID-19 vaccine campaign has increased website visit, demonstrating how this period has been characterized by curiosity, doubt, and citizens’ search for more information.