Table 1 Demographic characteristics of participants at baseline, divided by Indian and Dutch communicators in our campaign video and by different media outlets.

From: The importance of cultural tailoring of communicators and media outlets in an influenza vaccination awareness campaign: a digital randomized trial

Characteristics

All participant (N = 1226)

Communicator

Media outlet

Indian (N = 624)

Dutch (N = 602)

p-value

Dutch newspaper (N = 266)

FB (N = 824)

Indian radio station (N = 136)

p-value

Median

Quartiles 1, 3 [range]

Median

Quartiles 1, 3 [range]

Median

Quartiles 1, 3 [range]

Median

Quartiles 1, 3 [range]

Median

Quartiles 1, 3 [range]

Median

Quartiles 1, 3 [range]

Age

63.00

56.00, 69.00 [19–90]

63.00

55.00, 69.00 [19–84]

63.00

56.00, 69.00 [23–90]

0.352

62.00

54.00, 69.00 [19–90]

64.00

57.00, 70.00 [21–89]

55.50

48.00, 62.00 [19–80]

 < 0.001

 

Frequency

Valid (%)

Frequency

Valid (%)

Frequency

Valid (%)

p-value

Frequency

Valid (%)

Frequency

Valid (%)

Frequency

Valid (%)

 

Gender

Male

391

32.0

196

31.5

195

32.6

0.804

112

42.1

223

27.2

56

41.2

 < 0.001

Female

827

67.7

424

68.2

403

67.3

 

154

57.9

594

72.5

79

58.1

 

Other

3

0.2

2

0.3

1

0.2

 

0

0.0

2

0.2

1

0.7

 

Migration background

 Migrant

251

20.6

131

21.2

120

20.1

0.626

25

9.5

94

11.5

132

97.1

 < 0.001

 Non-migrant

965

79.4

487

78.8

478

79.9

 

239

90.5

722

88.5

4

2.9

 

Education

 Elementary school

75

6.1

36

5.8

39

6.5

0.562

7

2.6

60

7.3

8

5.9

 < 0.001

 High school

Prevocational secondary education

227

18.5

118

18.9

109

18.1

 

39

14.7

162

19.7

26

19.1

 

Senior general secondary education

129

10.5

62

9.9

67

11.1

 

25

9.4

89

10.8

15

11.0

 

Preuniversity education

41

3.3

23

3.7

18

3.0

 

9

3.4

29

3.5

3

2.2

 

Secondary vocational education

274

22.3

145

23.2

129

21.4

 

51

19.2

194

23.5

29

21.3

 

Higher professional education

346

28.2

166

26.6

180

29.9

 

89

33.5

226

27.4

31

22.8

 

University education (bachelor / master)

125

10.2

67

10.7

58

9.6

 

44

16.5

60

7.3

21

15.4

 

Ph.D.

9

0.7

7

1.1

2

0.3

 

2

0.8

4

0.5

3

2.2

 

Chronic disease

 Yes

770

64.5

395

65.0

375

64.1

0.755

192

72.2

523

63.5

55

53.4

0.002

 No

423

35.5

213

35.0

210

35.9

 

74

27.8

301

36.5

48

46.6

 

Do you usually get a flu shot every year?

 Yes

569

46.4

299

47.9

270

44.9

0.282

154

57.9

352

42.7

63

46.3

 < 0.001

 No

657

53.6

325

52.1

332

55.1

 

112

42.1

472

57.3

73

53.7

 

Campaign video

 Indian communicator

624

50.9

     

131

49.2

426

51.7

67

49.3

0.724

 Dutch communicator

602

49.1

     

135

50.8

398

48.3

69

50.7