Table 2.
Socio-demographic characteristics, behavioral risk factors, and brand consumption by Media Cluster (N=1,017).
| Predictor Variables | Total % (N=1017) |
Cluster 1 General Audience % (N=697) |
Cluster 2 Celebrity Watchers % (N=175) |
Cluster 3 Heavy Mainstream Media Users % (N=101) |
Cluster 4 Late Night Cable Viewers % (N=44) |
Chi-square test (χ2) |
|---|---|---|---|---|---|---|
| Sex | ||||||
| Female | 48.9 | 41.0 | 75.4 | 72.5 | 13.8 | 110.4 (df=3), p< 0.001 |
| Race/Ethnicity | ||||||
| Non-Hispanic White | 57.5 | 57.4 | 61.9 | 49.8 | 59.8 | |
| Black | 9.9 | 10.4 | 9.7 | 8.6 | 7.6 | |
| Hispanic | 23.8 | 24.0 | 20.4 | 28.5 | 22.2 | |
| Other | 8.8 | 8.3 | 8.1 | 13.1 | 10.5 | 6.67 (df=9), NS |
| Age | ||||||
| 18 and Older | 69.3 | 69.3 | 72.6 | 65.6 | 63.7 | 2.21 (df=3), NS |
| Household Income | ||||||
| <$15K | 15.0 | 14.6 | 8.9 | 25.9 | 19.3 | |
| $15–39K | 19.0 | 20.5 | 17.2 | 16.8 | 7.8 | |
| $40–99K | 41.9 | 42.6 | 39.5 | 45.6 | 32.7 | |
| $100 and higher | 24.1 | 22.3 | 34.3 | 11.8 | 40.2 | 38.2 (df=9), p< 0.001 |
| Geographical Region | ||||||
| Midwest | 24.7 | 24.1 | 29.3 | 21.1 | 22.8 | |
| Northeast | 19.3 | 18.4 | 27.4 | 16.9 | 6.8 | |
| South | 31.9 | 31.6 | 27.6 | 38.3 | 38.7 | |
| West | 24.2 | 25.9 | 15.7 | 23.7 | 31.6 | 22.3 (df=9), p< 0.01 |
|
| ||||||
| Behavioral Risk Factors | ||||||
| Seatbelt Use (most of the time/always) | 89.7 | 92.0 | 89.1 | 74.0 | 91.6 | 31.1 (df=3), p< 0.001 |
| Cigarette Smoking (1+ days in the past 30 days) | 26.7 | 23.2 | 25.2 | 40.6 | 57.1 | 34.6 (df=3), p< 0.001 |
| Alcohol Initiation <13 years | 18.4 | 17.6 | 21.4 | 21.8 | 12.6 | 3.1(df=3), NS |
| Frequency of Parent’s Alcohol Overconsumption | ||||||
| Never | 65.4 | 66.5 | 59.3 | 66.7 | 68.7 | |
| 1–3 times a month | 20.2 | 21.3 | 18.9 | 15.9 | 19.2 | |
| 1–4 times a week | 9.2 | 8.6 | 10.8 | 11.1 | 7.1 | 18.8 (df=0), p< 0.05 |
| Nearly every day or more | 5.3 | 3.6 | 11.1 | 6.3 | 5.0 | |
|
| ||||||
| Brand Consumption | ||||||
| Bud Light | 27.9 | 27.0 | 29.8 | 34.1 | 21.3 | 3.48 (df=3), NS |
| Smirnoff Malt Beverage | 16.7 | 14.4 | 27.4 | 14.4 | 14.7 | 17.6 (df=3), p< 0.001 |
| Budweiser | 14.8 | 12.5 | 13.1 | 38.2 | 4.6 | 50.8 (df=3), p< 0.001 |
| Smirnoff Vodka | 12.3 | 10.5 | 20.4 | 8.3 | 18.9 | 15.9 (df=3), p< 0.001 |
| Coors Light | 12.9 | 10.8 | 17.6 | 12.1 | 27.9 | 15.0 (df=3), p< 0.01 |
| Jack Daniels | 11.6 | 11.2 | 8.6 | 16.8 | 18.0 | 6.14 (df=3), NS |
| Mike’s Beverage | 10.9 | 8.3 | 21.1 | 15.0 | 2.2 | 29.1 (df=3), p< 0.001 |
| Absolut Vodka | 10.2 | 8.9 | 18.4 | 7.6 | 3.5 | 17.3 (df=3), p< 0.001 |