Table 2 Behavioral Characteristics of Clusters
From: Segmentation of overweight Americans and opportunities for social marketing
VARIABLE/CLUSTER | CLUSTER 1: "Highest Risk" (n = 110) | CLUSTER 2: "At Risk" (n = 128) | CLUSTER 3: "Right Behavior/Wrong Results" (n = 192) | CLUSTER 4: "Getting Best Results" (n = 76) | CLUSTER 5: "Doing OK" (n = 75) |
|---|---|---|---|---|---|
Knowledge | Â | Â | Â | Â | Â |
Know Pyramid (%) | 90.5 | 69.3 | 94.6 | 92.7 | 86.3 |
Read labels (%) | Â | Â | Â | Â | Â |
   Always | 28.6 | 1.5 | 44.4 | 22.2 | 26.0 |
   Most of the time | 29.8 | 8.8 | 43.2 | 38.9 | 31.6 |
   Sometimes | 38.1 | 43.4 | 7.1 | 38.9 | 27.4 |
   Rarely/Never | 3.5 | 46.3 | 5.3 | 0.0 | 12.0 |
Type of Label | Â | Â | Â | Â | Â |
   Calories (% that read) | 43.4 | 39.0 | 66.7 | 58.2 | 13.8 |
   Carbohydrates (% that read) | 15.7 | 2.9 | 40.2 | 20.0 | 22.4 |
   Fat (% that read) | 60.2 | 14.7 | 60.9 | 81.8 | 53.4 |
   Protein (% that read) | 2.4 | 1.5 | 17.2 | 1.8 | 6.9 |
   Salt (% that read) | 20.2 | 2.2 | 24.9 | 10.9 | 31.0 |
   Serving Size (% that read) | 2.4 | 0.0 | 8.3 | 1.8 | 3.4 |
   Sugar (% that read) | 21.4 | 6.6 | 30.8 | 20.0 | 41.4 |
Food Behavior | Â | Â | Â | Â | Â |
Overweight (%) | 98.8 | 53.7 | 62.1 | 5.5 | 17.5 |
Calories | Â | Â | Â | Â | Â |
   % More than needed | 9.6 | 19.7 | 21.9 | 3.6 | 22.8 |
   % About needed amount | 66.3 | 36.5 | 35.5 | 7.3 | 3.5 |
   % Less than needed | 14.6 | 33.6 | 42.6 | 87.3 | 61.4 |
Eat Healthy | Â | Â | Â | Â | Â |
   % Most Often Eat Healthy | 22.9 | 10.3 | 56.2 | 61.8 | 74.6 |
   % Sometimes Eat Healthy | 50.6 | 30.1 | 33.7 | 38.2 | 16.9 |
   % Eat What I Want | 26.5 | 59.6 | 10.1 | 0 | 8.5 |
Eating weight | Â | Â | Â | Â | Â |
   (% eating to lose weight) | 66.3 | 25.5 | 87.0 | 88.9 | 8.6 |
Fast Food Meals | Â | Â | Â | Â | Â |
   (% of meals per week; [#]a) | 11.7 [2.5 per week] | 22.1 [4 per week] | 8.4 [2 per week] | 8.4 [2 per week] | 6.0 [1 per week] |
Other Restaurant Meals | Â | Â | Â | Â | Â |
   (% of meal per week; [#]a) | 14.2 [3 per week] | 11.5 [2.5 per week] | 15.3 [3 per week] | 11.4 [2 per week] | 10.8 [2 per week] |
Prepared Food Meals | Â | Â | Â | Â | Â |
   (% of meals per week; [#]a) | 8.5 [1.5 per week] | 9.8 [2 per week] | 5.5 [1 per week] | 5.3 [1 per week] | 5.3 [1 per week] |
Scratch Meal | Â | Â | Â | Â | Â |
   (% of meals per week; [#]a) | 65.5 [14 per week] | 56.5 [12 per week] | 70.8 [15 per week] | 74.9 [16 per week] | 78.0 [16 per week] |
Risk Factors | Â | Â | Â | Â | Â |
Smoker (%) | 10.7 | 27.0 | 10.1 | 1.9 | 15.5 |
Illness | Â | Â | Â | Â | Â |
   (% Illness limits activity) | 39.8 | 25.0 | 18.5 | 10.9 | 31.0 |
Insurance | Â | Â | Â | Â | Â |
   (% Covered by insurance) | 92.9 | 82.5 | 94.6 | 96.4 | 86.2 |
Activity | Â | Â | Â | Â | Â |
Sedentary Behavior: | Â | Â | Â | Â | Â |
   Television (minutes/day) | 157 | 130 | 107 | 131 | 96 |
   Computer Use (minutes/day) | 8 | 45 | 47 | 62 | 58 |
Exercise | Â | Â | Â | Â | Â |
   (% Exercise regularly) | 20.5 | 75.0 | 75.0 | 83.6 | 73.7 |
Exercising weight | Â | Â | Â | Â | Â |
   (% Exercise to lose weight) | 28.9 | 29.9 | 88.2 | 72.2 | 12.1 |