Support for Developing and Implementing
Targeted Diabetes Prevention Campaigns in
Communities: People at High Risk for
Diabetes Audience Profile Narrative
There are approximately 2,200 new cases of diabetes diagnosed each day in the United States,
resulting in 800,000 new cases annually. As a consequence of rising obesity levels and physical
inactivity among the general population, the number of diabetes cases is expected to continue to
Insights into People at High Risk for Diabetes
Those at highest risk include African Americans, Hispanics/Latinos, American Indians,
Asian Americans, Pacific Islanders, and older adults.
Almost 89 percent of people at high risk for diabetes characterize their health as
excellent, very good, or good.
More than 97 percent of those at high risk for diabetes are classified as overweight or
More than 90 percent of those at high risk for diabetes believe diabetes causes a great
deal of harm.
Doctors are the most trusted and relied-upon source for health information.
People at high risk for diabetes eat at home approximately four to five days per week. More than
half of the members of this group are confused about healthy food choices, but report that they
actively try to eat a healthy diet. Many do not use nutrition label information to help decide
which foods to purchase and are not actively trying to lower salt or fat intake.
People at high risk for diabetes do not go out to eat very often, but when they do, they tend to
dine at fast food restaurants. They do not tend to read the calorie and nutrition information, even
when this is provided by fast food or chain restaurants.
Cultural considerations, including food preferences, the role of food, and the beliefs about food,
as well as the availability of fresh foods, must be factored into intervention strategies and
The majority of the people at risk for diabetes are trying to lose weight, despite the fact that most
had not been told by a doctor or healthcare professional in the past year to increase their level of
physical activity.. Less than half of those at risk for diabetes enjoy exercising, but most are not
confident in their ability to maintain weight loss. Motivators for being physically active included
personal satisfaction and enhanced mental health. These and other motivators will need to be
closely examined when implementing strategies to increase physical activity.
The preferred locations and facilities for exercising are two other key considerations for
intervention programs encouraging participants to increase their level of exercise. Most people at
high risk for diabetes (more than 83 percent) do not use a gym, fitness center, or health club as a
means to, or venue for, exercise.
Sources for Health Information
Doctors are the leading source of health information; however, few reportedly had conversations
within the past 12 months with their patients at high risk for diabetes about disease prevention..
Family members, friends, and pharmacists also serve as resources when this group is seeking
People at high risk for diabetes are online, with the majority having a high-speed Internet
connection. This group spends several hours per week using the Internet for personal reasons,
and more than half report looking for health information on the Web. The most common sources
used to find health information on the Web were search engines, such as Yahoo, Google, and
MSN; and health information portals, such as WebMD.
While people at risk for diabetes are surfing the Internet, they are still turning to traditional
media sources for information. Magazines, television, newspapers, and radio are resources for
health and nutrition information.
Interests and Hobbies
People who are at high risk for diabetes enjoy a variety of activities during their free time.
Cooking was noted as a leisure-time favorite, as was walking, watching television, and reading
magazines and community newspapers. More than 93 percent of people at high risk for diabetes
reported having read a magazine within the past month. Listening to the radio continues to be a
popular interest, with people at high risk for diabetes averaging approximately 10 hours per
week. Television viewing edges out radio time, with an average of 17 hours per week, with 8
hours on the weekend.
High Risk Audience Profile Narrative Page 2
Styles 2009 Methodology
The majority of data in this profile are from Styles 2009. Styles 2009 is based on the results of a
series of consumer mail panel surveys administered in four waves. The sampling and data
collection were conducted by Synovate, Inc. The Synovate, Inc., consumer mail panel contained
approximately 328,000 potential respondents. Respondents were recruited to join the mail panel
through a four-page recruitment survey. In return for their participation, respondents were given
a small monetary incentive (cash and/or coupon cash totaling less than $10) and were entered
into a sweepstakes, with a first-place prize of $1,000 and 20 second-place prizes of $50.
The initial wave—ConsumerStyles—was fielded April through May 2009. Stratified random
sampling was used to generate a list of 21,420 potential respondents who received the
ConsumerStyles survey. The main sample (N=10,958) was stratified (or balanced) by region,
household income, population density, age, and household size in order to create a nationally
representative sample. A low-income/minority supplement (N=3,405) was used to ensure
adequate representation of these groups. A households-with-children supplement (N=7,057) was
used to ensure an adequate number of potential respondents for the YouthStyles survey, used later
during the third wave. In 2009, a total of 10,587 people completed the ConsumerStyles survey,
yielding a response rate of 49.4 percent.1
Two data-weighting variables are available in the ConsumerStyles dataset. “Cswt1” is the weight
applied to the nationally balanced sample and the low-income/minority sample. This weight is
calculated using four factors (gender, age, income, and race), and in effect, removes the
households-with-children supplement from the analyses. “Cswt2” is the weight applied to the
total sample. This weight is calculated using five factors (gender, age, income, race, and
During the third wave, HealthStyles version A and YouthStyles2 were administered August
through September 2009. A total of 7,004 HealthStyles A surveys and 2,666 YouthStyles surveys
were sent to mail panel households that returned the ConsumerStyles survey. Separate postage-
paid return envelopes were provided for the adult and youth surveys. Responses were received
from 4,556 HealthStyles A participants and 1,310 YouthStyles participants, yielding response
rates of 65.0 percent and 49.1 percent, respectively.
The response rate for the nationally balanced sample was 53.0 percent. The response rates for the low-
income/minority and households-with-children supplements were 47.8 percent and 44.7 percent, respectively.
Specific data weights are provided for use when the YouthStyles data are analyzed independently. The five factors
are age/gender of child, household size, household income, head-of-household age, and race/ethnicity of adult in
High Risk Audience Profile Narrative Page 3
The final wave was administered September through October 2009. HealthStyles version B was
sent to 6,504 respondents from the ConsumerStyles survey. Responses were received from 4,728
panelists, yielding a response rate of 72.7 percent.
High Risk Audience Profile Narrative Page 4