Table 4

Characteristics of preference segments

Characteristic*	Segment 1	Segment 2	Segment 3
Segment size, %	36	33	31
	ORs
Stick appearance
Typical	1.00	1.00	1.00
Feminine	0.25†	0.52	0.48†
Smoking kills	0.11†	0.58	0.28†
Faecal yellow-brown	0.05†	0.56	0.41†
Slimy green	0.03†	0.73	0.76
Minutes of life lost	0.02†	0.45†	0.28
	Share by characteristic (%)
Gender
Female	39	32	29
Male	32	35	33
Age group (years)
18–34	37	38	26
35–54	29†	33	38‡
55 and older	49†	27	25
Ethnicity
New Zealand European/other	33§	35	32
Māori/Pacific	48	35	17
Asian	43	25	33
Education
Low	37	32	32
Medium	33	44‡	23
High	38	25	38
Smoking status
Intermittent smoker	34	36	29§
Daily smoker	36	33	31§
Heaviness of Smoking Index
Light	36	26‡	38‡
Moderate	39	41‡	21†
Heavy	29	33	38
Cigarette type
Roll-your-own	34	34§	32
Tailor made	39	33§	29
Recent quit attempt
No	34	34	32
Yes	39	33	29
Quit intention
Mean	6.3	6.5§	5.2†