Table 2 Three segment solution – demographic & geographic variables
From: Learning what our target audiences think and do: extending segmentation to all four bases
| Total 100% n = 1451 | Sexually experienced 43.1% n = 626 | Climbing the sexual ladder 29.2% n = 423 | STI unawares 27.7% n = 402 | p | |
|---|---|---|---|---|---|
| Region | .000 | ||||
| Inner | 11.7% | 2.6% | 12.4% | ||
| City | 78% | 97.2% | 74.6% | ||
| Outer/remote | 10.4% | 0.2% | 12.9% | ||
| Age | .000 | ||||
| 15 to 17 | 1.3% | 0% | 100% | ||
| 18 to 21 | 5.6% | 100% | 0% | ||
| 22 to 25 | 45.5% | 0% | 0% | ||
| 26 to 29 | 47.6% | 0% | 0% | ||
| Household type | .000 | ||||
| I live at home with my parent/s | 17.7% | 57% | 98.8% | ||
| I live alone | 8.1% | 4.7% | 0% | ||
| I live in a shared household | 23.6% | 19.6% | 0% | ||
| I live with my partner | 27.3% | 8.5% | 0% | ||
| I am a single parent | 2.1% | 0% | 0% | ||
| I am in a couple with children at home | 18.5% | 0% | 0% | ||
| I live in shared student accommodation (e.g. on campus) | 1.6% | 9.2% | 0.7% | ||
| Other | 1% | 0.9% | 0.5% | ||