Table 1 Summary of two-step cluster analysis results
From: Learning what our target audiences think and do: extending segmentation to all four bases
Segmentation variable | Importance | Sexually experienced n = 626 (43.1%) | Climbing the sexual ladder n = 423 (29.2%) | STI unawares n = 402 (27.7%) | Significance |
|---|---|---|---|---|---|
Age | 1.00 | 26 to 29 (47.6%) | 18 to 21 (100%) | 15 to 17 (100%) | .000* |
Household type | 0.53 | Live with partner (27.3%) | Live home with parents (57%) | Live home with parents (98.8%) | .000* |
Risky sexual encounter | 0.16 | 2.2 (2.1) | 1.3 (1.8) | 0.5 (1.1) | .000* |
Tested or treated for STIs | 0.14 | 0.6 (0.7) | 0.3 (0.6) | 0.1 (0.3) | .000* |
Region | 0.06 | City (78%) | City (97.2%) | City (74.6%) | .000* |
STI understanding | 0.04 | 6.5 (2.0) | 6.0 (2.2) | 5.5 (2.1) | .000* |
Self-efficacy | 0.04 | 7.6 (2.2) | 7.9 (2.0) | 8.5 (1.6) | .000* |