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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      
Know Pyramid (%) 90.5 69.3 94.6 92.7 86.3
Read labels (%)      
   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      
   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      
Overweight (%) 98.8 53.7 62.1 5.5 17.5
Calories      
   % 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      
   % 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      
   (% eating to lose weight) 66.3 25.5 87.0 88.9 8.6
Fast Food Meals      
   (% 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      
   (% 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      
   (% 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      
   (% 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      
Smoker (%) 10.7 27.0 10.1 1.9 15.5
Illness      
   (% Illness limits activity) 39.8 25.0 18.5 10.9 31.0
Insurance      
   (% Covered by insurance) 92.9 82.5 94.6 96.4 86.2
Activity      
Sedentary Behavior:      
   Television (minutes/day) 157 130 107 131 96
   Computer Use (minutes/day) 8 45 47 62 58
Exercise      
   (% Exercise regularly) 20.5 75.0 75.0 83.6 73.7
Exercising weight      
   (% Exercise to lose weight) 28.9 29.9 88.2 72.2 12.1
  1. a The number of meals per week from each category (in []) is an approximation based on the average total weekly meals consumed by cluster members. All have been rounded to the nearest 0.5 meals.
  2. Overall n = 581