Table 4

Communication channel preferences by demographic profile (N = 2,373)
Profile Communication channel
Print media Broadcast media Social referents Community referents Health workers χ2
n % n % n % n % n %
Location 16.00**
Urban 210 55.1 675 51.4 165 51.4 54
    37.5
96 45.1
Rural 171 44.9 639 48.6 156 48.6 90 62.5 117 54.9
Gender 61.34***
  Male 221 58.0 671 51.1 110
    34.3
95 66.0 91
    42.7
  Female 160
    42.0
643 48.9 211 65.7 49
    34.0
122 57.3
Literacy 24.36***
  Literate 260 68.2 881 67.0 171
    53.3
94 65.3 132 62.0
  Illiterate 121 31.8 433
    33.0
150 46.7 50 34.7 81 38.0

**p < .01; ***p < .001.

Note: Billboards/banners were excluded as only 14 respondents (0.6% of the sample) reported preferring this communication channel.

percentages indicate adjusted standardized residual ≤ −1.96; Bolded percentages indicate adjusted standardized residual ≥ 1.96.

Print media = newspapers, magazines, brochures.

Broadcast media = TV, radio.

Social referents = family, relatives, neighbors, peers.

Community referents = religious leaders, teachers, local leaders.

Turk et al.

Turk et al. BMC Public Health 2013 13:887   doi:10.1186/1471-2458-13-887

Open Data