Table IV.
Characteristics of current smokers and message-testing results by segment
| Characteristics (%) | Kids, <30 (n = 32) | Kids, ≥30 (n = 51) | No kids, <30 (n = 49) | No kids, ≥ 30 (n = 13) |
|---|---|---|---|---|
| Smoking | ||||
| Smoke everyday | 87.1 | 96.1 | 68.8 | 92.3 |
| Intend to quit next 6 months | 61.3 | 75 | 57.4 | 46.2 |
| Smoking doesn’t affect work performance | 62.5 | 48 | 44.9 | 69.2 |
| Spouse/partner Smoke | 53.1 | 52 | 30.6 | 38.5 |
| Heard of smoking cessation program | 12.5 | 22 | 10.2 | 15.4 |
| Likelihood of participating in union cessation program (mean)a | 2.9 | 3.7 | 2.5 | 3.2 |
| Personal lifestyle | ||||
| Married | 40.6 | 64.7 | 4.1 | 38.5 |
| Top truck choice | Chevy | Chevy | Chevy | Ford |
| Favorite type of music | Country | Classic Rock | Alternative Rock | Alternative Rock |
| Top 2 TV shows | Family Guy | Dirty Jobs | Family Guy | Family Guy |
| Ultimate Fighter | Two and a Half Men | Dirty Jobs | The Office | |
| Top 2 hobbies/interests | Boating | Grilling | Going to parties | Going to parties |
| Grilling | Music | Boating | Grilling | |
| Use of technology | ||||
| Send/Receive Email—yes | 78.1 | 76.5 | 73.5 | 53.8 |
| Social networking—yes | 71 | 42.9 | 61.2 | 30.8 |
| Top 2 web browsing topics | Trade/Union | Music | Hunt/Fish/ Boat | Music |
| Music | Sports & Trade/Union | Sports | Health Info & News | |
| Top 3 rated messages | Kids, <30 (n = 9) | Kids, ≥30 (n = 14) | No kids, <30 (n = 16) | |
| 1. Your kids do what you do | 1. Your kids do what you do | 1. Double Trouble | ||
| 2. Double Trouble | 2. Double Trouble | 2. Party on! | ||
| 3. Preserve what you’ve built | 3. Grown up yet? | 3. Preserve what you've built | ||
aRange 1 (not likely)–6 (very likely).