Digital Divide or Educational Divide? The Impact of Social Media on COVID-19 Vaccination in Middle-Aged and Older Adults

The spread of disinformation and harmful content on social media is well-known. However, most research focuses on the negative influence of social media on the well-being of adolescents and teenagers. We used data from the 2022 Health and Retirement Study (n=4,038) to examine how the use of social media (i.e., Facebook, Twitter [X], and Instagram) was associated with vaccination uptake for Covid-19 among U.S. middle-aged and older adults. Frequency of social media use was measured on a scale ranging from 0=never to 5=daily. In our study (mean (SD) age: 69.4 (9.7) years), approximately 35.9% of participants used social media daily while 34.3% never did. Multivariable logistic regression models showed that social media use was not directly associated with Covid-19 vaccination. However, there was a significant interaction between social media use and educational attainment. Among adults who frequently used social media, those with low education were significantly less likely to be vaccinated for Covid-19 compared to their more educated counterparts ( P for interaction =.008). These results remained after accounting for differences in participants’ sociodemographic background, health status, religiosity, and other factors. Furthermore, social media use was not associated with vaccination for influenza, pneumonia, or shingles. Our results highlight the importance of delivering tailored public health messages when promoting vaccine uptake among less-educated older populations.