Asian Pacific Journal of Cancer Prevention, Vol 12, 2011
Audience Segmentation to Promote Lifestyle for Cancer Prevention in the Korean Community
Asian Pacific J Cancer Prev, 12, 869-874
Korea, each year approximately 10 million people become
to be diagnosed as a cancer. Also, the cancer mortality has
got increased; 130.1, 132.6, 134.0 and 139.5 per 100,000
people in 2002, 2004, 2006 and 2008 accordingly(Ministry
of Health & Welfare, 2009). According to the report of
Korean National Cancer Center (KNCC), the number of
incidences and deaths caused by cancer are expected to
increase by 46% and 30% in the next 10 years.
Most risk factors of cancer are known to be related with
lifestyles(Ahn, 1992). In particular, a bad lifestyle such as
alcohol-drinking and smoking is closely associated with
cancer (Wynder, et al., 1970; Whittemore and Altshuller,
1976; Shin, et al., 2000). WHO reported that preventable
factors including dietary habits and smoking accounted
for 60% of total causes of cancer and suggested that
improvement of dietary habits and others could reduce the
risk of cancer to a third of the current level(WHO, 2002).
Most cancer can be attributed to environmental, lifestyle,
Cancer is the most common leading cause of death in
1Department of Health Policy & Management, School of Medicine, Kangwon National University, 2Department of Cancer
Management, Kangwon Cancer Center, Kangwon, South Korea *For correspondence: firstname.lastname@example.org
on demographic characteristics and the level of knowledge about each guideline for cancer prevention among the
community in South Korea. Methods: Participants were chosen through stratified random sampling according
to the age and gender distribution of Gangwon province in South Korea. A telephone survey was conducted
from 6 to 15 calls among 2,025 persons on October 2008. A total of 1,687 persons completed the survey (response
rate: 83.3%). Survey items were composed of socio-demographic characteristics such as age, gender, income,
education, and residence area and the knowledge level of ‘10 guidelines for cancer prevention’, developed by
‘Korean Ministry of Health and Welfare’ and covering smoking cessation, appropriate drinking, condom use,
and regular physical activity and so on. We selected the priority needed to promote awareness and segmented
the audience group based on the demographic characteristics, homogeneous with respect to the knowledge level
using Answer Tree 3.0 with CHAID as a data mining algorithm. Results: The results of analysis showed that
each guideline of ‘ 10 lifestyle for cancer prevention’ had its own segmented subgroup characterized by each
demographic. Especially, residence area, - city or county, and ages were the first split on the perceived level of
knowledge and these findings suggested that segmentation of audiences for targeting is needed to deliver more
effective education of patients and community people. In developing the strategy for effective education, the
method of social marketing using the decision tree analysis could be a useful and appropriate tool. Conclusion:
The study findings demonstrate the potential value of using more sophisticated strategies of designing and
providing health information based on audience segmentation.
Objectives: This study was designed to segment the audience group of ‘10 lifestyle for cancer prevention’ based
Keywords: Cancer prevention - lifestyle - audience segmentation - Korean communities
Audience Segmentation to Promote Lifestyle for Cancer
Prevention in the Korean Community
Heui-Sug Jo*1,2, Su-Mi Jung1,2
and genetic factors and the interaction of these factors.
Especially, lifestyle is the most important and modifiable
factor among risk factors accounting for about 60% of all
The Korean government has established ‘Cancer
Control 10 years Plan’ since 1996, and has implemented
‘National Cancer Screening Program’ as a part of
many efforts since 1999(National Cancer Information
Center, 2010). However, the development of measures
for systemic and specific advertisement to enhance
awareness of lifestyle for cancer prevention among the
public is still insufficient. For more effective and efficient
advertisement, systemic and scientific strategies using
social marketing methods rather than ones for many and
unspecific persons are required.
First of all, it is necessary to decide one code which
has the priority for education and advertisement among
‘10 codes of conduct for cancer prevention’. Next, to
develop the advertisement strategies, it is important to
understand the audience. It is essential to examine the
knowledge levels of lifestyle for cancer prevention from
Heui-Sug Jo and Su-Mi Jung
Asian Pacific Journal of Cancer Prevention, Vol 12, 2011
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