Table 7. Prevalence of Audience Segments in 2008 Based on Three Methods of Identification.

Segment	Latent Class Analysis	FullDiscriminant Model		ReducedDiscriminant Model
		Proportion of SampleIn Segment	Accuracy of Discriminant Analysis	Proportion of SampleIn Segment	Accuracy of Discriminant Analysis
1. Alarmed	18.0%	18.0%	92.6%	17.1%	85.6%
2. Concerned	33.3%	33.4%	91.3%	33.5%	85.8%
3. Cautious	18.7%	17.6%	87.5%	18.0%	80.9%
4. Disengaged	12.2%	13.6%	98.9%	14.9%	96.7%
5. Doubtful	10.6%	9.5%	79.2%	8.0%	60.1%
6. Dismissive	7.2%	8.0%	93.2%	8.5%	89.9%