Characteristic | Segment 1 (%) | Segment 2 (%) | Segment 3 (%) | Segment 4 (%) |
---|---|---|---|---|
Overall | 14.0 | 26.3 | 20.6 | 39.2 |
Gender | ||||
Male | 19.8* | 33.2 | 12.1 | 35.0 |
Female | 11.0 | 22.7 | 25.0** | 41.4 |
Age group (years) | ||||
18–25 | 19.5 | 30.4 | 21.4 | 28.8 |
26–34 | 12.3 | 25.0 | 20.4 | 42.3 |
Ethnicity | ||||
European/other | 13.0 | 23.4 | 24.8 | 38.8 |
Maori/Pacific | 10.8 | 22.9 | 31.1 | 35.2 |
Asian | 19.1 | 38.1 | 0.00** | 42.9 |
Education | ||||
Low | 11.5 | 18.7* | 27.9* | 41.9 |
Medium | 17.9 | 25.2 | 23.2 | 33.8 |
High | 13.4 | 33.5* | 12.5* | 40.6 |
Smoking status | ||||
Daily smoker | 11.4 | 27.0 | 31.7*** | 29.9 |
Social smoker | 17.5 | 25.3 | 4.8 | 52.4** |
Cigarette brand colour | ||||
Red | 9.5 | 31.7 | 44.8*** | 14.1*** |
Blue | 8.6 | 21.2 | 2.2*** | 68.0*** |
White or silver | 11.9 | 19.3 | 0.0*** | 68.7*** |
Other colour | 28.6** | 26.0 | 9.1*** | 36.3 |
Cigarette type | ||||
Tailor made | 14.5 | 30.3 | 16.4 | 38.8 |
Roll your own | 13.0 | 19.0 | 28.1* | 40.0 |
Recent quit attempt | ||||
Yes | 13.9 | 24.8 | 17.5 | 43.8 |
No | 14.1 | 27.7 | 23.7 | 34.6 |
Quit intention | ||||
Yes | 12.6 | 22.9 | 20.0 | 44.4** |
No | 16.2 | 32.0 | 21.6 | 30.1 |
Significant ***p<0.001, **p<0.05, *p<0.10.