Table 6.
Effectiveness of the media channel conditional on message opening for demographic subgroups.
| Characteristic | Compliance rates, given message opening, % | Sample size, n | P value |
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|
SMS | SMS |
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| Age (years) | ||||||||
|
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50-55 | 16.9 | 16.8 | 21,431 | 8436 | .83 |
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55-60 | 19.7 | 21.7 | 6803 | 3483 | .01 |
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60-65 | 18.1 | 21.5 | 7459 | 3970 | <.001 |
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|
65-70 | 19.1 | 22.0 | 5646 | 3216 | .001 |
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70-74 | 21.0 | 24.5 | 4587 | 2688 | <.001 |
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| SESa | ||||||||
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|
1-3 | 18.7 | 20.5 | 2319 | 2808 | .11 |
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|
4-6 | 18.9 | 20.3 | 17,257 | 11,662 | .003 |
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|
7-10 | 17.7 | 19.7 | 26,284 | 7278 | <.001 |
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| Gender | ||||||||
|
|
Female | 15.8 | 17.5 | 27,023 | 12,783 | <.001 |
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|
Male | 21.6 | 23.9 | 18,903 | 9010 | <.001 |
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| Overall | 18.2 | 20.2 | 45,961 | 21,811 | <.001 |
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aSES: socioeconomic status. This is an index defined by the Central Bureau of Statistics (CBS), ranging from 1 to 10, where 1 reflects the weakest status and 10 the highest.