Using mass-media communications to increase population usage of Australia’s Get Healthy Information and Coaching Service®

Table 3 Socio-demographic profile of participants by type of referral source (mass-media channels and other)

		Mass-media										Other^#		p-value
		TV		Radio		Press/Print		Web		Mail out		Other^#
		n	%	n	%	n	%	n	%	n	%	n	%
Gender	Female	2074	45.4	39	0.9	621	13.6	280	6.1	519	11.4	1036	22.7	<0.0001**
	Male	854	51.6	34	2.1	237	14.3	112	6.8	161	9.7	258	15.6
Age Groups	18-49 years	1859	54.8	50	1.5	313	9.2	284	8.4	213	6.3	676	19.9	<0.0001**
	50+ years	1069	37.8	23	0.8	545	19.3	108	3.8	467	16.5	618	21.8
Education	High school education	1267	46.9	32	1.2	457	16.9	104	3.8	332	12.3	510	18.9	<0.0001**
	Other	1654	47.1	41	1.2	399	11.4	288	8.2	346	9.9	782	22.3
Employment	Employed	1728	47.6	62	1.7	458	12.6	285	7.9	297	8.2	798	22.0	<0.0001**
	Other	1194	46.2	11	0.4	396	15.3	106	4.1	382	14.8	494	19.1
Language	English	2746	47.2	71	1.2	780	13.4	354	6.1	643	11.1	1223	21.0	0.001**
	Other	182	44.6	2	1.2	78	19.1	38	9.3	37	9.1	71	17.4
Indigenous	No	2837	46.9	73	1.2	828	13.7	380	6.3	671	11.1	1259	20.8	0.074
	Yes	91	51.4	0	0	30	16.9	12	6.8	9	5.1	35	19.8
SEIFA	1st/2nd/3rd-quintile - most advantaged	1711	48.7	41	1.2	474	13.5	249	7.1	306	8.7	733	20.9	<0.0001**
	4th & 5th-quintile-most disadvantage	660	43.1	20	1.3	219	14.3	81	5.3	204	13.3	348	22.7
Region	Major Cities	1851	49.6	59	1.6	541	14.5	280	7.5	313	8.4	687	18.4	<0.0001**
	Other	1077	43.2	14	0.6	317	12.7	112	4.5	367	13.7	607	24.3
Participant type	Information participant	1211	47.5	33	1.3	410	16.1	221	8.7	231	9.1	442	17.3	<0.0001**
	Coaching participant	1717	46.7	40	1.1	448	12.2	171	4.7	449	12.2	852	23.2

# Other sources of referral include - friends/family, health professional and general practitioner referral, workplace/employer and other sources.
** Significant at Bonferroni adjusted p-value of 0.003.

ISSN: 1471-2458