google_usa_tabs_new
Gallup
07/10/2020
USA CLUSTERS: Overall Results
Gallup’s previous analysis found 10 cluster groups.The following table and plot shows the relative frequencies of these groups.
Demographic Comparisons of Cluster Groups
In this analysis, we see how cluster membership differs by demographic characteristics. In this case, demographic characterists is the independent variable and cluster membership is the dependent variable. Please refer to the spreadsheet for pair-wise significance testing, though this analysis will provide the overall test result of Pearson’s Chi-Square test of independence.
###AGE AND GENDER
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ===========================================================
## data$demographic_gender
## data$clusters Male Female Other/Did not say Total
## -----------------------------------------------------------
## 1111 10 39 0 49
## 2.1% 7.7% 0.0%
## -----------------------------------------------------------
## 1112 44 46 0 90
## 9.1% 9.1% 0.0%
## -----------------------------------------------------------
## 1121 31 61 3 95
## 6.4% 12.1% 30.0%
## -----------------------------------------------------------
## 1122 134 89 1 224
## 27.7% 17.6% 10.0%
## -----------------------------------------------------------
## 1211 8 25 1 34
## 1.7% 5.0% 10.0%
## -----------------------------------------------------------
## 1212 41 29 3 73
## 8.5% 5.7% 30.0%
## -----------------------------------------------------------
## 1221 13 46 2 61
## 2.7% 9.1% 20.0%
## -----------------------------------------------------------
## 1222 94 53 0 147
## 19.4% 10.5% 0.0%
## -----------------------------------------------------------
## 2222 33 16 0 49
## 6.8% 3.2% 0.0%
## -----------------------------------------------------------
## 999 76 101 0 177
## 15.7% 20.0% 0.0%
## -----------------------------------------------------------
## Total 484 505 10 999
## 48.4% 50.6% 1.0%
## ===========================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 107.3673 d.f. = 18 p = 9.71e-15
##
## Minimum expected frequency: 0.3403403
## Cells with Expected Frequency < 5: 10 of 30 (33.33333%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ================================================================================
## data$demographic_age6
## dt$clstr 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ Total
## --------------------------------------------------------------------------------
## 1111 4 6 8 5 6 21 50
## 8.3% 2.4% 4.7% 2.9% 3.5% 10.6%
## --------------------------------------------------------------------------------
## 1112 4 18 7 12 15 35 91
## 8.3% 7.3% 4.1% 7.1% 8.8% 17.7%
## --------------------------------------------------------------------------------
## 1121 10 20 13 16 15 22 96
## 20.8% 8.1% 7.7% 9.4% 8.8% 11.1%
## --------------------------------------------------------------------------------
## 1122 9 59 27 30 51 47 223
## 18.8% 23.9% 16.0% 17.6% 30.0% 23.7%
## --------------------------------------------------------------------------------
## 1211 2 13 2 4 7 6 34
## 4.2% 5.3% 1.2% 2.4% 4.1% 3.0%
## --------------------------------------------------------------------------------
## 1212 1 15 8 15 11 22 72
## 2.1% 6.1% 4.7% 8.8% 6.5% 11.1%
## --------------------------------------------------------------------------------
## 1221 4 16 16 11 9 6 62
## 8.3% 6.5% 9.5% 6.5% 5.3% 3.0%
## --------------------------------------------------------------------------------
## 1222 5 42 27 37 24 11 146
## 10.4% 17.0% 16.0% 21.8% 14.1% 5.6%
## --------------------------------------------------------------------------------
## 2222 2 14 16 8 7 4 51
## 4.2% 5.7% 9.5% 4.7% 4.1% 2.0%
## --------------------------------------------------------------------------------
## 999 7 44 45 32 25 24 177
## 14.6% 17.8% 26.6% 18.8% 14.7% 12.1%
## --------------------------------------------------------------------------------
## Total 48 247 169 170 170 198 1002
## 4.8% 24.7% 16.9% 17.0% 17.0% 19.8%
## ================================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 122.6201 d.f. = 45 p = 4.08e-09
##
## Minimum expected frequency: 1.628743
## Cells with Expected Frequency < 5: 7 of 60 (11.66667%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =========================================
## data$demographic_age2
## data$clusters Under 35 35+ Total
## -----------------------------------------
## 1111 9 40 49
## 3.1% 5.6%
## -----------------------------------------
## 1112 22 69 91
## 7.5% 9.7%
## -----------------------------------------
## 1121 30 66 96
## 10.3% 9.3%
## -----------------------------------------
## 1122 68 155 223
## 23.3% 21.9%
## -----------------------------------------
## 1211 14 20 34
## 4.8% 2.8%
## -----------------------------------------
## 1212 16 57 73
## 5.5% 8.1%
## -----------------------------------------
## 1221 19 42 61
## 6.5% 5.9%
## -----------------------------------------
## 1222 48 99 147
## 16.4% 14.0%
## -----------------------------------------
## 2222 15 34 49
## 5.1% 4.8%
## -----------------------------------------
## 999 51 126 177
## 17.5% 17.8%
## -----------------------------------------
## Total 292 708 1000
## 29.2% 70.8%
## =========================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 9.51928 d.f. = 9 p = 0.391
##
## Minimum expected frequency: 9.928
## clusters age_mean
## 1 1111 55.86016
## 2 1112 54.25215
## 3 1121 47.95280
## 4 1122 49.57564
## 5 1211 46.87909
## 6 1212 52.45476
## 7 1221 44.18956
## 8 1222 44.47565
## 9 2222 43.06792
## 10 999 45.64188
###Additional demographic characteristics
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =============================================================================
## data$demo_educr
## dt$clstrs HS or lss Some cllg 4-yer dgr Postgrad DK/Refusd Total
## -----------------------------------------------------------------------------
## 1111 11 20 7 11 0 49
## 2.8% 6.9% 5.4% 6.1% 0.0%
## -----------------------------------------------------------------------------
## 1112 35 22 16 18 0 91
## 8.8% 7.6% 12.4% 10.1% 0.0%
## -----------------------------------------------------------------------------
## 1121 51 22 6 16 0 95
## 12.8% 7.6% 4.7% 8.9% 0.0%
## -----------------------------------------------------------------------------
## 1122 112 63 20 27 1 223
## 28.0% 21.7% 15.5% 15.1% 25.0%
## -----------------------------------------------------------------------------
## 1211 4 10 8 13 0 35
## 1.0% 3.4% 6.2% 7.3% 0.0%
## -----------------------------------------------------------------------------
## 1212 29 12 16 16 0 73
## 7.2% 4.1% 12.4% 8.9% 0.0%
## -----------------------------------------------------------------------------
## 1221 23 18 9 11 0 61
## 5.8% 6.2% 7.0% 6.1% 0.0%
## -----------------------------------------------------------------------------
## 1222 55 36 25 32 0 148
## 13.8% 12.4% 19.4% 17.9% 0.0%
## -----------------------------------------------------------------------------
## 2222 16 18 7 9 0 50
## 4.0% 6.2% 5.4% 5.0% 0.0%
## -----------------------------------------------------------------------------
## 999 64 69 15 26 3 177
## 16.0% 23.8% 11.6% 14.5% 75.0%
## -----------------------------------------------------------------------------
## Total 400 290 129 179 4 1002
## 39.9% 28.9% 12.9% 17.9% 0.4%
## =============================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 83.90641 d.f. = 36 p = 1.07e-05
##
## Minimum expected frequency: 0.1397206
## Cells with Expected Frequency < 5: 11 of 50 (22%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =================================================
## data$demographic_college_grad
## data$clusters No College graduate Total
## -------------------------------------------------
## 1111 31 18 49
## 4.5% 5.8%
## -------------------------------------------------
## 1112 56 34 90
## 8.1% 11.0%
## -------------------------------------------------
## 1121 74 23 97
## 10.7% 7.5%
## -------------------------------------------------
## 1122 175 47 222
## 25.4% 15.3%
## -------------------------------------------------
## 1211 14 21 35
## 2.0% 6.8%
## -------------------------------------------------
## 1212 41 32 73
## 6.0% 10.4%
## -------------------------------------------------
## 1221 41 20 61
## 6.0% 6.5%
## -------------------------------------------------
## 1222 91 56 147
## 13.2% 18.2%
## -------------------------------------------------
## 2222 33 16 49
## 4.8% 5.2%
## -------------------------------------------------
## 999 133 41 174
## 19.3% 13.3%
## -------------------------------------------------
## Total 689 308 997
## 69.1% 30.9%
## =================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 42.69414 d.f. = 9 p = 2.45e-06
##
## Minimum expected frequency: 10.81244
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =============================================================================
## data$demo_income
## dt$cls Und 25 $25 t $50 t $75 t $100 t $150 o DK Total
## -----------------------------------------------------------------------------
## 1111 0 5 10 11 8 13 0 47
## 0.0% 3.0% 5.1% 7.9% 4.1% 8.4% 0.0%
## -----------------------------------------------------------------------------
## 1112 10 12 15 14 19 18 1 89
## 10.0% 7.2% 7.6% 10.0% 9.7% 11.6% 4.2%
## -----------------------------------------------------------------------------
## 1121 20 14 18 11 15 9 6 93
## 20.0% 8.4% 9.1% 7.9% 7.7% 5.8% 25.0%
## -----------------------------------------------------------------------------
## 1122 21 58 52 37 28 18 3 217
## 21.0% 34.7% 26.4% 26.4% 14.3% 11.6% 12.5%
## -----------------------------------------------------------------------------
## 1211 3 1 11 2 10 5 0 32
## 3.0% 0.6% 5.6% 1.4% 5.1% 3.2% 0.0%
## -----------------------------------------------------------------------------
## 1212 7 6 9 15 19 15 2 73
## 7.0% 3.6% 4.6% 10.7% 9.7% 9.7% 8.3%
## -----------------------------------------------------------------------------
## 1221 5 10 12 5 11 12 5 60
## 5.0% 6.0% 6.1% 3.6% 5.6% 7.7% 20.8%
## -----------------------------------------------------------------------------
## 1222 11 28 22 16 32 32 6 147
## 11.0% 16.8% 11.2% 11.4% 16.3% 20.6% 25.0%
## -----------------------------------------------------------------------------
## 2222 5 7 21 2 11 2 1 49
## 5.0% 4.2% 10.7% 1.4% 5.6% 1.3% 4.2%
## -----------------------------------------------------------------------------
## 999 18 26 27 27 43 31 0 172
## 18.0% 15.6% 13.7% 19.3% 21.9% 20.0% 0.0%
## -----------------------------------------------------------------------------
## Total 100 167 197 140 196 155 24 979
## 10.2% 17.1% 20.1% 14.3% 20.0% 15.8% 2.5%
## =============================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 139.2491 d.f. = 54 p = 1.85e-09
##
## Minimum expected frequency: 0.784474
## Cells with Expected Frequency < 5: 12 of 70 (17.14286%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =================================================================
## data$demo_race
## data$clusters White Other Black Asian Hispanic Total
## -----------------------------------------------------------------
## 1111 38 0 1 0 10 49
## 5.3% 0.0% 0.9% 0.0% 6.2%
## -----------------------------------------------------------------
## 1112 69 0 10 0 12 91
## 9.6% 0.0% 9.2% 0.0% 7.4%
## -----------------------------------------------------------------
## 1121 76 0 9 0 12 97
## 10.6% 0.0% 8.3% 0.0% 7.4%
## -----------------------------------------------------------------
## 1122 180 1 11 2 29 223
## 25.1% 33.3% 10.1% 16.7% 17.9%
## -----------------------------------------------------------------
## 1211 24 0 5 1 3 33
## 3.3% 0.0% 4.6% 8.3% 1.9%
## -----------------------------------------------------------------
## 1212 60 0 6 3 5 74
## 8.4% 0.0% 5.5% 25.0% 3.1%
## -----------------------------------------------------------------
## 1221 42 1 10 2 7 62
## 5.9% 33.3% 9.2% 16.7% 4.3%
## -----------------------------------------------------------------
## 1222 93 0 22 3 29 147
## 13.0% 0.0% 20.2% 25.0% 17.9%
## -----------------------------------------------------------------
## 2222 22 1 16 0 11 50
## 3.1% 33.3% 14.7% 0.0% 6.8%
## -----------------------------------------------------------------
## 999 113 0 19 1 44 177
## 15.8% 0.0% 17.4% 8.3% 27.2%
## -----------------------------------------------------------------
## Total 717 3 109 12 162 1003
## 71.5% 0.3% 10.9% 1.2% 16.2%
## =================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 92.96561 d.f. = 36 p = 6.25e-07
##
## Minimum expected frequency: 0.09870389
## Cells with Expected Frequency < 5: 21 of 50 (42%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =========================================================
## data$demographic_race_new
## data$clusters White Black Hispanic Other Total
## ---------------------------------------------------------
## 1111 38 1 10 0 49
## 5.3% 0.9% 6.2% 0.0%
## ---------------------------------------------------------
## 1112 69 10 12 0 91
## 9.6% 9.2% 7.4% 0.0%
## ---------------------------------------------------------
## 1121 76 9 12 0 97
## 10.6% 8.3% 7.4% 0.0%
## ---------------------------------------------------------
## 1122 180 11 29 4 224
## 25.1% 10.1% 17.9% 25.0%
## ---------------------------------------------------------
## 1211 24 5 3 2 34
## 3.3% 4.6% 1.9% 12.5%
## ---------------------------------------------------------
## 1212 60 6 5 3 74
## 8.4% 5.5% 3.1% 18.8%
## ---------------------------------------------------------
## 1221 42 10 7 2 61
## 5.9% 9.2% 4.3% 12.5%
## ---------------------------------------------------------
## 1222 93 22 29 3 147
## 13.0% 20.2% 17.9% 18.8%
## ---------------------------------------------------------
## 2222 22 16 11 1 50
## 3.1% 14.7% 6.8% 6.2%
## ---------------------------------------------------------
## 999 113 19 44 1 177
## 15.8% 17.4% 27.2% 6.2%
## ---------------------------------------------------------
## Total 717 109 162 16 1004
## 71.4% 10.9% 16.1% 1.6%
## =========================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 82.29221 d.f. = 27 p = 1.69e-07
##
## Minimum expected frequency: 0.5418327
## Cells with Expected Frequency < 5: 11 of 40 (27.5%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ===================================================
## data$demo_employr
## data$clusters Employed Retired Other Total
## ---------------------------------------------------
## 1111 25 14 11 50
## 4.2% 6.2% 6.5%
## ---------------------------------------------------
## 1112 37 39 14 90
## 6.2% 17.3% 8.2%
## ---------------------------------------------------
## 1121 53 22 19 94
## 8.8% 9.7% 11.2%
## ---------------------------------------------------
## 1122 140 50 34 224
## 23.3% 22.1% 20.0%
## ---------------------------------------------------
## 1211 20 7 4 31
## 3.3% 3.1% 2.4%
## ---------------------------------------------------
## 1212 43 26 4 73
## 7.2% 11.5% 2.4%
## ---------------------------------------------------
## 1221 36 8 18 62
## 6.0% 3.5% 10.6%
## ---------------------------------------------------
## 1222 94 27 25 146
## 15.7% 11.9% 14.7%
## ---------------------------------------------------
## 2222 37 6 6 49
## 6.2% 2.7% 3.5%
## ---------------------------------------------------
## 999 115 27 35 177
## 19.2% 11.9% 20.6%
## ---------------------------------------------------
## Total 600 226 170 996
## 60.2% 22.7% 17.1%
## ===================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 57.77997 d.f. = 18 p = 4.65e-06
##
## Minimum expected frequency: 5.291165## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ================================================================
## data$demo_occupation
## data$clusters Prof/Exec Office worker Blue-collar Total
## ----------------------------------------------------------------
## 1111 41 7 2 50
## 5.1% 5.8% 2.9%
## ----------------------------------------------------------------
## 1112 72 13 5 90
## 9.0% 10.7% 7.1%
## ----------------------------------------------------------------
## 1121 69 18 7 94
## 8.6% 14.9% 10.0%
## ----------------------------------------------------------------
## 1122 162 31 29 222
## 20.2% 25.6% 41.4%
## ----------------------------------------------------------------
## 1211 25 7 2 34
## 3.1% 5.8% 2.9%
## ----------------------------------------------------------------
## 1212 62 8 2 72
## 7.7% 6.6% 2.9%
## ----------------------------------------------------------------
## 1221 51 6 3 60
## 6.4% 5.0% 4.3%
## ----------------------------------------------------------------
## 1222 129 11 6 146
## 16.1% 9.1% 8.6%
## ----------------------------------------------------------------
## 2222 41 3 5 49
## 5.1% 2.5% 7.1%
## ----------------------------------------------------------------
## 999 150 17 9 176
## 18.7% 14.0% 12.9%
## ----------------------------------------------------------------
## Total 802 121 70 993
## 80.8% 12.2% 7.0%
## ================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 34.60392 d.f. = 18 p = 0.0106
##
## Minimum expected frequency: 2.396777
## Cells with Expected Frequency < 5: 5 of 30 (16.66667%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ====================================================================
## data$demo_marital_status
## data$clusters Single Married Other Domestic partner Total
## --------------------------------------------------------------------
## 1111 6 35 7 2 50
## 2.8% 5.9% 5.8% 2.9%
## --------------------------------------------------------------------
## 1112 20 52 13 5 90
## 9.4% 8.8% 10.7% 7.1%
## --------------------------------------------------------------------
## 1121 22 47 18 7 94
## 10.4% 8.0% 14.9% 10.0%
## --------------------------------------------------------------------
## 1122 47 115 31 29 222
## 22.2% 19.5% 25.6% 41.4%
## --------------------------------------------------------------------
## 1211 5 20 7 2 34
## 2.4% 3.4% 5.8% 2.9%
## --------------------------------------------------------------------
## 1212 16 45 8 2 71
## 7.5% 7.6% 6.6% 2.9%
## --------------------------------------------------------------------
## 1221 20 31 6 3 60
## 9.4% 5.3% 5.0% 4.3%
## --------------------------------------------------------------------
## 1222 39 90 11 6 146
## 18.4% 15.3% 9.1% 8.6%
## --------------------------------------------------------------------
## 2222 7 34 3 5 49
## 3.3% 5.8% 2.5% 7.1%
## --------------------------------------------------------------------
## 999 30 121 17 9 177
## 14.2% 20.5% 14.0% 12.9%
## --------------------------------------------------------------------
## Total 212 590 121 70 993
## 21.3% 59.4% 12.2% 7.0%
## ====================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 50.5998 d.f. = 27 p = 0.00388
##
## Minimum expected frequency: 2.396777
## Cells with Expected Frequency < 5: 5 of 40 (12.5%)## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ======================================
## data$demo_own_residence
## data$clusters No Yes Total
## --------------------------------------
## 1111 13 36 49
## 3.9% 5.4%
## --------------------------------------
## 1112 26 65 91
## 7.8% 9.8%
## --------------------------------------
## 1121 36 60 96
## 10.7% 9.0%
## --------------------------------------
## 1122 73 151 224
## 21.8% 22.7%
## --------------------------------------
## 1211 14 20 34
## 4.2% 3.0%
## --------------------------------------
## 1212 18 55 73
## 5.4% 8.3%
## --------------------------------------
## 1221 25 36 61
## 7.5% 5.4%
## --------------------------------------
## 1222 55 92 147
## 16.4% 13.8%
## --------------------------------------
## 2222 21 28 49
## 6.3% 4.2%
## --------------------------------------
## 999 54 123 177
## 16.1% 18.5%
## --------------------------------------
## Total 335 666 1001
## 33.5% 66.5%
## ======================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 11.48191 d.f. = 9 p = 0.244
##
## Minimum expected frequency: 11.37862## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## =======================================================================
## data$region
## data$clusters Northeast Mid-west South West Unknown Total
## -----------------------------------------------------------------------
## 1111 9 11 11 12 5 48
## 4.9% 6.0% 3.3% 5.0% 8.3%
## -----------------------------------------------------------------------
## 1112 22 19 25 20 5 91
## 12.0% 10.4% 7.5% 8.3% 8.3%
## -----------------------------------------------------------------------
## 1121 16 21 21 26 13 97
## 8.7% 11.5% 6.3% 10.7% 21.7%
## -----------------------------------------------------------------------
## 1122 40 50 70 55 9 224
## 21.9% 27.5% 21.1% 22.7% 15.0%
## -----------------------------------------------------------------------
## 1211 8 5 8 8 4 33
## 4.4% 2.7% 2.4% 3.3% 6.7%
## -----------------------------------------------------------------------
## 1212 15 14 25 14 5 73
## 8.2% 7.7% 7.5% 5.8% 8.3%
## -----------------------------------------------------------------------
## 1221 10 12 20 16 2 60
## 5.5% 6.6% 6.0% 6.6% 3.3%
## -----------------------------------------------------------------------
## 1222 26 20 61 30 10 147
## 14.2% 11.0% 18.4% 12.4% 16.7%
## -----------------------------------------------------------------------
## 2222 1 6 20 22 0 49
## 0.5% 3.3% 6.0% 9.1% 0.0%
## -----------------------------------------------------------------------
## 999 36 24 71 39 7 177
## 19.7% 13.2% 21.4% 16.1% 11.7%
## -----------------------------------------------------------------------
## Total 183 182 332 242 60 999
## 18.3% 18.2% 33.2% 24.2% 6.0%
## =======================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 63.28531 d.f. = 36 p = 0.0033
##
## Minimum expected frequency: 1.981982
## Cells with Expected Frequency < 5: 5 of 50 (10%)
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ======================================
## data$device_smartphone
## data$clusters Yes No Total
## --------------------------------------
## 1111 44 4 48
## 4.7% 8.0%
## --------------------------------------
## 1112 79 11 90
## 8.4% 22.0%
## --------------------------------------
## 1121 78 15 93
## 8.3% 30.0%
## --------------------------------------
## 1122 207 14 221
## 22.1% 28.0%
## --------------------------------------
## 1211 34 0 34
## 3.6% 0.0%
## --------------------------------------
## 1212 71 1 72
## 7.6% 2.0%
## --------------------------------------
## 1221 57 1 58
## 6.1% 2.0%
## --------------------------------------
## 1222 145 2 147
## 15.5% 4.0%
## --------------------------------------
## 2222 49 0 49
## 5.2% 0.0%
## --------------------------------------
## 999 174 2 176
## 18.6% 4.0%
## --------------------------------------
## Total 938 50 988
## 94.9% 5.1%
## ======================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 52.75579 d.f. = 9 p = 3.25e-08
##
## Minimum expected frequency: 1.720648
## Cells with Expected Frequency < 5: 7 of 20 (35%)
How attitudes or behaviors on key media-related issues compare across clusters
In this analysis, we look at how the attitudes and behaviors of the segment groups differ across key media-related issues. Please refer to the larger tab for pair-wise significance testing. In this analysis, the independent variable will be the segment groups; the attitude or behaviors measured on the survey will be the dependent variable.
##G1:Attitudes about the news
G1: People think about news in different ways. Which of the following best describes how you define NEWS?
Response Options:
1 = Anything that is interesting and relevant to me
2 = Anthing that is currently happening in the world, such as pop culture or politics
3 = Information I need to know
4 = Stories about what's going on around me in my local community ## data$G1_factor
## Frequency Percent Valid Percent
## Anything interesting to me 158.782 15.8623 15.898
## Anything happening in the world 536.647 53.6111 53.733
## Information I need to know 222.740 22.2518 22.302
## Stories in local community 80.564 8.0484 8.067
## NA's 2.267 0.2264
## Total 1001.000 100.0000 100.000
## Cell Contents
## |-------------------------|
## | Count |
## | Column Percent |
## |-------------------------|
##
## ==============================================================================================
## data$clusters
## d$G1_ 1111 1112 1121 1122 1211 1212 1221 1222 2222 999 Total
## ----------------------------------------------------------------------------------------------
## A i t 6 23 13 40 4 15 8 16 5 29 159
## 12.2% 25.3% 13.5% 17.9% 11.8% 20.5% 13.1% 10.9% 10.0% 16.5%
## ----------------------------------------------------------------------------------------------
## A h i 26 41 46 98 25 38 32 89 36 107 538
## 53.1% 45.1% 47.9% 43.9% 73.5% 52.1% 52.5% 60.5% 72.0% 60.8%
## ----------------------------------------------------------------------------------------------
## I I n 10 24 26 54 5 16 15 35 9 28 222
## 20.4% 26.4% 27.1% 24.2% 14.7% 21.9% 24.6% 23.8% 18.0% 15.9%
## ----------------------------------------------------------------------------------------------
## S i l 7 3 11 31 0 4 6 7 0 12 81
## 14.3% 3.3% 11.5% 13.9% 0.0% 5.5% 9.8% 4.8% 0.0% 6.8%
## ----------------------------------------------------------------------------------------------
## Total 49 91 96 223 34 73 61 147 50 176 1000
## 4.9% 9.1% 9.6% 22.3% 3.4% 7.3% 6.1% 14.7% 5.0% 17.6%
## ==============================================================================================
##
## Statistics for All Table Factors
##
## Pearson's Chi-squared test
## ------------------------------------------------------------
## Chi^2 = 58.34497 d.f. = 27 p = 0.000433
##
## Minimum expected frequency: 2.754
## Cells with Expected Frequency < 5: 4 of 40 (10%)
The greatest difference between the segment groups in terms of the type of news they are interested in relates to the second choice: “anything that is currently happening in the world, such as pop culture or politics.” Groups 1222 and 2222 (as well as the much smaller 1211) are much more likely to define news in this fashion. Notably these news segment groups were younger than the other groups.
###G2: Interest in the news
G2: In general, how interested are you in the news? By news, we mean any kind of news,including sports, traffic, weather, stocks, politics, lifestyle, or any other kind of news, by any means.
Response Options:
1 = Not at all
2 = 2
3 = 3
4 = 4
5 = A great deal
## data$G2_interest_in_news
## Frequency Percent Valid Percent
## Not at all 25.3299 2.53046 2.531
## 2 58.8498 5.87910 5.881
## 3 177.7090 17.75315 17.760
## 4 357.8029 35.74455 35.759
## A great deal 380.9018 38.05212 38.068
## NA's 0.4066 0.04062
## Total 1001.0000 100.00000 100.000While group 1212 expresses the highest degree of interest in the news, the group is relatively small. Group 1222, about 15% of the national population, is the biggest group with interest in the news.
###G3: Overall opinion in the news
G3 What is your overall opinion of the news media in THE UNITED STATES today?
Response Options:
1 = Very unfavorable
2 = 2
3 = 3
4 = 4
5 = Very favorable## data$G3_overall_media_opinion
## Frequency Percent Valid Percent
## V unfavorable 327.54 32.721 32.721
## 2 194.35 19.416 19.416
## 3 274.91 27.463 27.463
## 4 159.33 15.917 15.917
## V favorable 44.87 4.483 4.483
## Total 1001.00 100.000 100.000
## clusters opinion_average
## 1 1111 3.083569
## 2 1112 2.418727
## 3 1121 2.138931
## 4 1122 1.932308
## 5 1211 3.163738
## 6 1212 2.850223
## 7 1221 2.541705
## 8 1222 2.339021
## 9 2222 2.700582
## 10 999 2.519325
Group 1122, the largest segment, also has the lowest opinion of the media.