Using psychographic segmentation to target risk behavior interventions: A case study of San Diego young adults

Significance: Tobacco marketers used “psychographic” characteristics (general attitudes, social groups, activities) to develop targeted advertising for socio-cultural groups of young adults. Most public health interventions focus on demographic targets. Psychographic measures may identify unique high risk groups for more strategically targeted health interventions.

Objective: Describe the socio-cultural subgroups and smoking behavior among young adults (18-26 years old) in San Diego.

Methods: Intercept surveys (N=219) conducted in and near San Diego bars and clubs. We measured socio-cultural group affiliations using pictures and bar/club preference ratings, level of social concern, and past 30-day smoking prevalence. Nine socio-cultural specific focus groups (41 participants) were conducted.

Results: Factor analysis identified four major groups in San Diego young adult social culture: Mainstream (52% of sample), Lesbian/Gay/Bisexual/Transgender (20%), Urban (21%) and Indie rock hipsters/Scenesters (“hipsters”) (17%). “Hipsters” had the highest smoking prevalence (50% smokers) compared to Mainstream (32.1%), LGBT (38.1%) and Urban (30.4%). Multivariate logistic regression controlling for demographics showed “hipster” affiliation was significantly associated with current smoking (OR 2.36 95% CI [1.13, 4.92]. High levels of social concern were also significantly associated with smoking (OR 2.86, [1.50, 5.44]). 80% of “hipsters” had high levels of social concern. In focus groups, “hipsters” were easily identified and had the highest perceived smoking prevalence.

Conclusion: Both socio-cultural group membership and social concern were associated with smoking. These factors were used to develop a branded intervention to decrease smoking among San Diego “hipsters”. This segmentation strategy can be applied to other risk behavior interventions or other age groups.