Table 2.
Participant characteristics (N=86).
| Participant characteristics | All participantsa
N=86 |
Complete casesb
n=52 |
High presencec
n=25 |
|
| Age (years), mean (SD) | 38.7 (12.3) | 38.0 (11.2) | 34.0 (8.5) | |
| Gender (female), n (%) | 66 (76.7) | 41 (79) | 20 (80) | |
| Household size, n (%) |
|
|
|
|
|
|
1 person | 9 (10.5) | 7 (14) | 3 (12) |
|
|
2 persons | 32 (37.2) | 19 (37) | 10 (40) |
|
|
3 persons | 15 (17.4) | 9 (17) | 6 (24) |
|
|
≥4 persons | 28 (32.6) | 16 (31) | 6 (16) |
|
|
Missing | 2 (2.3) | 1 (2) | — |
| Ethnicity, n (%) |
|
|
|
|
|
|
NZ European | 45 (52.3) | 25 (48) | 12 (48) |
|
|
Māori | 3 (3.5) | 2 (4) | 1 (4) |
|
|
Pacific Islander | 3 (3.5) | 1 (2) | 1 (4) |
|
|
Chinese | 6 (7.0) | 4 (8) | 1 (4) |
|
|
Other (Australian, English, etc) | 29 (33.7) | 20 (38) | 10 (36) |
| Responsibility for household grocery shopping, n (%) |
|
|
|
|
|
|
Mainly responsible | 51 (59.3) | 32 (62) | 14 (56) |
|
|
Mostly responsible | 17 (19.8) | 7 (14) | 3 (12) |
|
|
Shared responsibility | 17 (19.8) | 13 (25) | 8 (32) |
|
|
Missing | 1 (1.2) | — | — |
| Highest educational qualification, n (%) |
|
|
|
|
|
|
None | 4 (4.7) | 2 (4) | — |
|
|
Secondary school | 11 (12.8) | 5 (10) | 3 (12) |
|
|
Undergraduate | 26 (30.2) | 19 (37) | 9 (36) |
|
|
Postgraduate | 34 (39.5) | 20 (39) | 11 (44) |
|
|
Other | 4 (4.7) | 3 (6) | 1 (4) |
|
|
Declined answer | 7 (8.2) | 3 (6) | 1 (4) |
| Work status, n (%) |
|
|
|
|
|
|
Full time paid work | 34 (39.5) | 22 (42) | 12 (48) |
|
|
Part time paid work | 14 (16.3) | 9 (17) | 4 (16) |
|
|
Retired | 6 (7.0) | 3 (6) | 0 (0) |
|
|
Student | 11 (12.8) | 6 (12) | 4 (16) |
|
|
Homemaker | 11 (12.8) | 7 (14) | 4 (16) |
|
|
Beneficiary | 2 (2.3) | 0 (0) | 0 (0) |
|
|
Other | 7 (8.2) | 5 (10) | 1 (4) |
|
|
Missing | 1 (1.2) | — | — |
| Total household income before tax d (NZ $), n (%) |
|
|
|
|
|
|
<$20,000 | 5 (5.8) | 4 (8) | 2 (8) |
|
|
$20,001-$40,000 | 11 (12.8) | 7 (13) | 3 (12) |
|
|
$40,001-$60,000 | 11 (12.8) | 5 (10) | 1 (4) |
|
|
$60,001-$80,000 | 16 (18.6) | 9 (17) | 7 (28) |
|
|
≥$80,001 | 39 (45.4) | 20 (39) | 11 (44) |
|
|
Don’t know/declined answer | 4 (4.7) | 2 (4) | 1 (4) |
| Food purchases at supermarket, n (%) |
|
|
|
|
|
|
All food | 9 (10.5) | 6 (12) | 4 (16) |
|
|
Most food | 62 (72.1) | 36 (70) | 17 (68) |
|
|
Half of food | 12 (14.0) | 9 (17) | 3 (12) |
|
|
Some food | 2 (2.4) | 1 (2) | 1 (4) |
|
|
Missing | 1 (1.2) | — | — |
| Grocery shopping frequency, n (%) |
|
|
|
|
|
|
< Once a week | 10 (11.6) | 5 (10) | 2 (8) |
|
|
Once a week | 31 (36.0) | 16 (31) | 8 (32) |
|
|
Twice a week | 29 (33.7) | 22 (42) | 10 (40) |
|
|
≥3 times a week | 15 (17.5) | 9 (17) | 5 (20) |
|
|
Missing | 1 (1.2) | — | — |
| Frequency of using a computer, n (%) |
|
|
|
|
|
|
Daily | 83 (96.5) | 51 (98) | 24 (96) |
|
|
Several days per week | 2 (2.3) | 1 (2) | 1 (4) |
|
|
Missing | 1 (1.2) | — | — |
| Internet at home (yes), n (%) | 85 (98.8) | 51 (98) | 24 (96) | |
| Type of operating system used for this study, n (%) |
|
|
|
|
|
|
Windows XP | 11 (12.8) | 6 (12) | 4 (16) |
|
|
Windows 7 | 41 (47.7) | 26 (50) | 11 (44) |
|
|
Windows (don’t know version) | 20 (23.3) | 11 (21) | 7 (28) |
|
|
MacOS X 10.5/10.6 | 5 (5.8) | 3 (6) | 1 (4) |
|
|
MacOS X 10.7/10.8 | 6 (7.0) | 5 (10) | 1 (4) |
|
|
MacOS X (don’t know version) | 2 (2.3) | 1 (2) | 1 (4) |
|
|
Missing | 1 (1.2) | — | — |
a. Includes all participants who completed at least 1 shop in the Virtual Supermarket.
b. Includes all participants who completed all 3 shops in the Virtual Supermarket and returned valid till receipts.
c. Includes participants who completed all 3 shops in the Virtual Supermarket and returned valid till receipts and had a high presence score.
d. Median annual income in New Zealand from wages and salaries was NZ $43,888 in June 2013 (per person)