Women segmentation based on contraceptive use.

In the past, the Egyptian Information, Education and Communication Center (IEC) SIS/IEC Center has used research findings to develop messages on the health benefits of family planning to mothers and children, proper use of contraceptive methods, and the need for acquiring correct information. A recent analysis of the 1995 Egypt Demographic and Health Survey data on 9153 currently married women aged 15-49 aimed to generate preliminary audience segments and profiles of different groups of current users, never users, and discontinuers of family planning methods so the Center can develop messages on family planning and birth spacing. 47.1% of all women in the analysis currently used contraception. 19.8% had used contraception, but did not do so currently. 33.1% had never used contraception. The leading factors affecting contraceptive use were husband's approval, husband-wife communications, desire for more children, and religion. Based on what was learned from discontinuers, the Center made two general conclusions. It needs to design special messages targeting discontinuers or never users. These special messages need to concern the groups' knowledge about different family planning methods, side effects, birth spacing methods, and birth limiting methods. Husband involvement in family planning is essential. Thus, the Center needs to develop special messages geared to men. To do so, however, a cluster analysis for husbands would be helpful in message development.