Table 4.
Rates of awareness, want, and adoption by demographics and the corresponding regions in the awareness, want, and adoption gap ratio (AWAG) segment matrix for the digital home care service
| Stage | Region in awareness–want segment matrixa |
|||||||||
| Awareness | Want | Adoption | Adoption gap ratio | |||||||
| Variable | IDb | Item | n | % | n | % | n | % | % | |
| Total | T | 1563 | 50.9 | 2139 | 69.6 | 150 | 4.9 | 93.0 | O_G | |
| Gender | G1 | Male | 806 | 53.1 | 1055 | 69.5 | 84 | 5.5 | 92.1 | O_G |
| G2 | Female | 757 | 48.7 | 1084 | 69.7 | 66 | 4.3 | 93.9 | P_G | |
| Age range (years) | A1 | 15−24 | 250 | 49.1 | 366 | 71.9 | 31 | 6.1 | 91.5 | P_G |
| A2 | 25−34 | 318 | 51.2 | 440 | 70.8 | 32 | 5.1 | 92.8 | O_G | |
| A3 | 35−44 | 315 | 55.5 | 415 | 73.1 | 23 | 4.0 | 94.5 | O_G | |
| A4 | 45−54 | 334 | 59.2 | 432 | 76.5 | 23 | 4.1 | 94.6 | O_G | |
| A5 | 55−64 | 173 | 47.2 | 246 | 67.1 | 15 | 4.1 | 93.9 | P_G | |
| A6 | ≥65 | 173 | 39.0 | 239 | 53.9 | 27 | 6.0 | 88.9 | P_G | |
| Education level | E1 | Below primary school | 120 | 31.3 | 196 | 51.2 | 15 | 4.0 | 92.3 | P_G |
| E2 | Junior high school | 114 | 45.7 | 154 | 61.5 | 8 | 3.1 | 95.0 | P_G | |
| E3 | Senior high school | 520 | 51.3 | 711 | 70.1 | 44 | 4.4 | 93.8 | O_G | |
| E4 | Junior college | 262 | 60.4 | 330 | 76.1 | 20 | 4.5 | 94.0 | O_G | |
| E5 | University | 451 | 53.3 | 636 | 75.1 | 55 | 6.4 | 91.4 | O_G | |
| E6 | Graduate and above | 96 | 65.8 | 113 | 77.5 | 8 | 5.7 | 92.6 | O_G | |
| Marital status | M1 | Single | 541 | 50.8 | 765 | 71.8 | 62 | 5.8 | 92.0 | O_G |
| M2 | Married or cohabiting | 989 | 52.7 | 1325 | 70.6 | 86 | 4.6 | 93.5 | O_G | |
| M3 | Otherc | 34 | 25.1 | 49 | 37.0 | 2 | 1.7 | 95.3 | C_G | |
| Geographic area | L1 | Northern Area | 502 | 51.5 | 689 | 70.8 | 53 | 5.4 | 92.4 | O_G |
| L2 | Central Area | 410 | 54.4 | 536 | 71.2 | 44 | 5.8 | 91.8 | O_G | |
| L3 | Southern Area | 323 | 48.8 | 443 | 66.7 | 29 | 4.4 | 93.5 | P_G | |
| L4 | Eastern Area | 46 | 52.2 | 70 | 80.6 | 3 | 3.4 | 95.7 | O_G | |
| L5 | Taipei City | 192 | 52.6 | 270 | 74.1 | 10 | 2.6 | 96.4 | O_G | |
| L6 | Kaohsiung City | 91 | 39.4 | 131 | 56.5 | 12 | 5.1 | 91.0 | P_G | |
| Personal monthly income (US $) | P1 | <450 | 277 | 42.6 | 422 | 64.8 | 33 | 5.1 | 92.1 | P_G |
| P2 | 451–650 | 117 | 55.6 | 146 | 69.0 | 13 | 6.2 | 91.0 | O_G | |
| P3 | 651–950 | 258 | 51.5 | 358 | 71.4 | 24 | 4.8 | 93.3 | O_G | |
| P4 | 951–1250 | 228 | 52.7 | 332 | 76.7 | 23 | 5.4 | 93.0 | O_G | |
| P5 | 1251–1550 | 174 | 62.6 | 206 | 74.0 | 15 | 5.3 | 92.9 | O_G | |
| P6 | 1551–2250 | 135 | 61.5 | 178 | 81.2 | 14 | 6.2 | 92.4 | O_G | |
| P7 | ≥2251 | 93 | 66.6 | 112 | 79.6 | 12 | 8.7 | 89.0 | O_G | |
| P8 | Don’t know/no answer | 280 | 43.7 | 387 | 60.4 | 16 | 2.5 | 95.8 | P_G | |
| Family monthly income (US $) | F1 | No income or unstable | 40 | 38.3 | 60 | 57.7 | 1 | 0.6 | 99.0 | P_G |
| F2 | ≤650 | 71 | 45.3 | 92 | 58.7 | 5 | 3.2 | 94.6 | P_G | |
| F3 | 651–1250 | 210 | 44.0 | 330 | 69.2 | 24 | 5.0 | 92.8 | P_G | |
| F4 | 1251–1850 | 320 | 57.0 | 416 | 74.1 | 26 | 4.7 | 93.7 | O_G | |
| F5 | 1851–2450 | 246 | 55.3 | 325 | 73.0 | 29 | 6.4 | 91.2 | O_G | |
| F6 | 2451–3050 | 171 | 54.2 | 237 | 74.9 | 17 | 5.5 | 92.7 | O_G | |
| F7 | 3051–4650 | 182 | 61.8 | 232 | 78.7 | 22 | 7.6 | 90.4 | O_G | |
| F8 | ≥4,651 | 87 | 56.2 | 113 | 72.8 | 12 | 8.0 | 89.1 | O_G | |
| F9 | Don’t know/no answer | 236 | 41.9 | 334 | 59.3 | 14 | 2.4 | 95.9 | P_G | |
| Computer ownership | C1 | Yes | 1473 | 52.9 | 2026 | 72.7 | 143 | 5.1 | 92.9 | O_G |
| C2 | No | 90 | 31.4 | 114 | 39.7 | 6 | 2.3 | 94.3 | C_G | |
| Internet access | I1 | Yes | 1192 | 55.3 | 1615 | 75.0 | 125 | 5.8 | 92.3 | O_G |
| I2 | No | 371 | 40.4 | 524 | 57.0 | 25 | 2.7 | 95.3 | P_G | |
a Groups are opened (O), desire-deficiency (D), perception-deficiency (P), and closed (C); regions are strong (S), generic (G), awareness-bias (Ab), and want-bias (Wb).
b Item identifier.
c Divorced, separated, or widowed.