Table 2.
Baseline characteristics of pregnant smokers initiating MiQuit via online advertising.
| Baseline characteristic | Total (n=93) | Google AdWords (n=42) | Facebook Ads (n=42) | Free links (total)a (n=9) | P valueb | |
| Gestation (weeks) |
|
<.001 | ||||
|
|
Mean (SD) | 12.3 (8.5) | 9.1 (7.2) | 16.7 (8.5) | 7.1 (4.1) |
|
|
|
Median (1st Q, 3rd Q) | 9.5 (5, 18) | 5 (4, 14) | 16 (10, 24) | 6 (4, 8) |
|
|
|
Min, max | 2, 32 | 2, 28 | 4, 32 | 4, 17 |
|
|
|
Valid n (%) | 90 (96.8) | 41 (97.6) | 40 (95.2) | 9 (100) |
|
| Are you seriously planning to quit? n (%) |
|
.30 | ||||
|
|
Within the next 2 weeks | 70 (78) | 35 (83) | 28 (72) | 7 (78) |
|
|
|
Within the next 30 days | 15 (17) | 6 (14) | 7 (18) | 2 (22) |
|
|
|
Within the next 3 months | 3 (3) | 0 (0) | 3 (8) | 0 (0) |
|
|
|
No | 2 (2) | 1 (2) | 1 (2) | 0 (0) |
|
|
|
Valid n (%) | 90 (97) | 42 (100) | 39 (93) | 9 (100) |
|
| Confidence to quit for remainder of pregnancy, n (%) |
|
|
.36 | |||
|
|
Not at all | 21 (26) | 6 (17) | 13 (35) | 2 (25) |
|
|
|
A little | 18 (23) | 8 (23) | 7 (19) | 3 (38) |
|
|
|
Moderately | 29 (36) | 15 (43) | 12 (32) | 2 (25) |
|
|
|
Very much | 11 (14) | 6 (17) | 4 (11) | 1 (13) |
|
|
|
Extremely | 1 (1) | 0 (0) | 1 (3) | 0 (0) |
|
|
|
Valid n (%) | 80 (86) | 35 (83) | 37 (88) | 8 (89) |
|
| Cigarettes per day now, n (%) |
|
.33 | ||||
|
|
1-3 | 6 (8) | 5 (14) | 1 (3) | 0 (0) |
|
|
|
4-5 | 16 (20) | 6 (17) | 9 (25) | 1 (13) |
|
|
|
6-10 | 23 (29) | 9 (26) | 12 (33) | 2 (25) |
|
|
|
11-15 | 19 (24) | 9 (26) | 8 (22) | 2 (25) |
|
|
|
16-20 | 12 (15) | 4 (11) | 6 (17) | 2 (25) |
|
|
|
21+ | 3 (4) | 2 (6) | 0 (0) | 1 (13) |
|
|
|
Valid n (%) | 79 (85) | 35 (83) | 36 (86) | 8 (89) |
|
| Heaviness of Smoking Indexc , n (%) |
|
|
|
.24 | ||
|
|
Very low | 19 (24) | 6 (17) | 12 (33) | 1 (13) |
|
|
|
Low to moderate | 33 (42) | 18 (51) | 12 (33) | 3 (38) |
|
|
|
Moderate | 24 (30) | 9 (26) | 12 (33) | 3 (38) |
|
|
|
High | 3 (4) | 2 (6) | 0 (0) | 1 (13) |
|
|
|
Valid n (%) | 79 (85) | 35 (83) | 36 (86) | 8 (89) |
|
| Partner’s smoking status, n (%) |
|
.30 | ||||
|
|
Smoker | 43 (61) | 16 (53) | 22 (69) | 5 (63) |
|
|
|
Nonsmoker or no partner | 27 (39) | 14 (47) | 10 (31) | 3 (38) |
|
|
|
Valid n (%) | 70 (75) | 30 (71) | 32 (76) | 8 (89) |
|
aData for NCT (n=6) and NHS Choices (n=3) were combined because of small numbers.
bFacebook vs Google P value. Tested via Mann-Whitney U (continuous) or Fisher Exact test (frequencies).
cHeaviness of Smoking Index was based on the sum of scores from 2 items of the Fagerström Test of Cigarette Dependence [39]: cigarettes per day (1-10=score of 0, 11-20=1, 21-30=2, >30=3) and time to first cigarette after waking (>1 hour=0, 31-60 min=1, 6-30 min=2, within 5 min=3). A combined score of 0-2=very low dependence, 3=low to moderate dependence, 4=moderate dependence, and 5-6=high dependence.