Media Usage as Health Segmentation Variables

Abstract

The purpose of this research is to contrast a traditional audience segmentation model that uses demographics and health evaluations against a model that uses these same variables plus media usage variables. The goal was to determine whether media usage variables - typically not used in health segmentation studies - add predictive power in determining health behaviors and attitudes. The results of the analysis showed an increase in the ability to predict health behaviors such as aspirin use, vitamin use, diet, and exercise, and suggest that there is predictive value for including media variables as part of the segmentation process. Implications for public health education and campaign planning are discussed.

Improving Awareness of Cancer Clinical Trials Among Hispanic Patients and Families: Audience Segmentation Decisions for a Media Intervention

“…Audience segmentation is a key aspect of social marketing, with a focus on the delivery of specific information to a given audience based on the characteristics, preferences and needs of the subjects involved (Rodgers, Chen, Duffy, & Fleming, 2007). Segmenting consists of dividing a large population into smaller manageable groups on the basis of similar demographics, levels of knowledge, or psychographics that may link groups of people together (e.g., previous experience, confidence; Myers, 1996; Urban, 2003).…”

“…Segmenting consists of dividing a large population into smaller manageable groups on the basis of similar demographics, levels of knowledge, or psychographics that may link groups of people together (e.g., previous experience, confidence; Myers, 1996; Urban, 2003). Identification of a segment’s media usage and preference is proven to save time and money while reaching the maximum amount of consumers in a health-related setting (Rodgers et al, 2007). For example, in a study of low-income high school students currently living in South Africa, significant differences were found between students of African American origin and students of Indian origin in regard to their respective knowledge about HIV/AIDS and what they felt were sources for accurate advice about HIV.…”

African Americans’ and Hispanics’ Information Needs About Cancer Care

“…For example, with commercial marketing strategies for health promotions, efforts are made to design successful ways to assist at-risk underserved populations’ access to health promotions [5]. Within social marketing, audience segmentation is frequently used to understand the needs and preferences of minority and underserved populations [6]. Participants from a larger pool are divided into smaller groups based upon factors such as similar demographics, location, and experiences so that researchers can explore if these factors are predictors of response patterns [7].…”

“…Participants from a larger pool are divided into smaller groups based upon factors such as similar demographics, location, and experiences so that researchers can explore if these factors are predictors of response patterns [7]. The results of this technique can be used to convey messages in the specified communication channel and to the specific audience, increasing the persuasiveness and acceptance of the message [6]. …”

Segmenting by Risk Perceptions: Predicting Young Adults’ Genetic-Belief Profiles with Health and Opinion-Leader Covariates

“…Health audiences often are not homogenous, but they can be refined into homogenous segments (Rodgers, Chen, Duffy, & Fleming, 2007). Thus, the first steps in designing successful campaigns are to understand the current beliefs of the target audience and identify relevant audience segments (Slater, 1996; Slater, Kelly, & Thackeray, 2006; Maibach, Leiserowitz, Roser-Renouf, & Mertz, 2011; Maibach, Maxfield, Ladin, & Slater, 1996).…”