Table 7.
Cox proportion hazard risks for non-usage-attrition, by group and by participation in Challenges and Tournaments.
| Group/Challenge or Tournament Category | HR (95% CI) | p |
|---|---|---|
| Year Prior group a | Reference | |
| SMC group b (unadjusted) c | 1.39 (1.24, 1.56) | <0.001 |
| SMC group b (adjusted) d | 1.14 (1.01, 1.28) | 0.03 |
| Participated in Challenge | Reference | |
| Did not participate in Challenge | 3.70 (2.82, 4.85) | <0.001 |
| Participated in Tournament | Reference | |
| Did not participate in Tournament | 3.02 (2.70, 3.37) | <0.001 |
Notes: a Year Prior group = new Queensland users from the same time as social media campaign period one year prior, n = 415; b SMC group = new Queensland users from social media campaign period, n = 1242; c unadjusted model; d model adjusted for participation in Challenges and Tournaments.