Table 1. Demographic profile of audience segments.

	Trusting Complier	Concerned Cooperator	Fearful & Overwhelmed	Informed & Responsible	Non-chalant	Unconcerned & Uncooperative	Skeptical Resister
AGE
18–24	2%	5%	8%	5%	14%	25%	7%
		a	abd	a	abcdg	abcdeg	a
25–34	7%	11%	18%	9%	24%	27%	19%
		a	abd		abcd	abcdg	abd
35–44	10%	12%	17%	11%	20%	23%	18%
			abd		abd	abcdg	abd
45–54	17%	18%	19%	17%	16%	13%	20%
	f	f	f				f
55–64	21%	21%	19%	20%	12%	6%	16%
	efg	efg	ef	ef	f		ef
65–74	30%	23%	15%	25%	9%	4%	14%
	bcdefg	cefg	ef	cefg	f		ef
75+	13%	10%	4%	13%	6%	2%	6%
	cefg	cefg	f	cefg	f		f
GENDER
Female	44%	51%	64%	40%	55%	51%	53%
		ad	abdefg		ad	ad	ad
Male	56%	49%	36%	60%	45%	49%	47%
	bcefg	c		bcefg	c	c	c
RACE
NET: White	90%	88%	88%	91%	81%	81%	92%
	ef	ef	ef	bcef			bcef
NET: Black	2%	3%	2%	2%	4%	5%	3%
					cd	abcdg
NET: Asian	6%	7%	7%	5%	12%	9%	3%
	g	g	g	g	abcdg	abdg
NET: Other	*%	1%	1%	*%	1%	2%	*%
			ag		g	adg
SEG
A, B	33%	22%	17%	28%	23%	20%	17%
	bcdefg	cg		bcefg	cg
C1, C2	49%	54%	47%	51%	54%	55%	53%
		c			ac	ac
D, E	18%	24%	36%	20%	23%	25%	31%
		a	abdef		a	ad	abdef

Note: see text for an explanation of the subscripts indicating significant differences between segments for this and all tables following.