Table 4.

Communication channel preferences by demographic profile (N = 2,373)

Profile	Communication channel
	Print media		Broadcast media		Social referents		Community referents		Health workers		χ2
	n	%	n	%	n	%	n	%	n	%
Location											16.00**
Urban	210	55.1	675	51.4	165	51.4	54	37.5	96	45.1
Rural	171	44.9	639	48.6	156	48.6	90	62.5	117	54.9
Gender											61.34***
Male	221	58.0	671	51.1	110	34.3	95	66.0	91	42.7
Female	160	42.0	643	48.9	211	65.7	49	34.0	122	57.3
Literacy											24.36***
Literate	260	68.2	881	67.0	171	53.3	94	65.3	132	62.0
Illiterate	121	31.8	433	33.0	150	46.7	50	34.7	81	38.0

^**p < .01; ^***p < .001.

Note: Billboards/banners were excluded as only 14 respondents (0.6% of the sample) reported preferring this communication channel.

Underlined percentages indicate adjusted standardized residual ≤ −1.96; Bolded percentages indicate adjusted standardized residual ≥ 1.96.

Print media = newspapers, magazines, brochures.

Broadcast media = TV, radio.

Social referents = family, relatives, neighbors, peers.

Community referents = religious leaders, teachers, local leaders.