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Table 1 Descriptive data on food and beverage company marketing techniques by economic classification and company

From: Comparison of online marketing techniques on food and beverage companies’ websites in six countries

Company

Country (N = Total number of screenshots)

% of screenshots showing non-diet food or bev

% of screenshots showing diet food or beverage

% of screenshots link to a children section

% of screenshots containing a promotion

% of screenshots referencing exercise

% of screenshots referencing a charity

Coca-Cola

High Income (N = 17)

88.2 (n = 15)

41.2 (n = 7)

0 (n = 0)

29.4 (n = 5)

0 (n = 0)

0 (n = 0)

Upper-Middle-Income (N = 24)

79.2 (n = 19)

29.2 (n = 7)

0 (n = 0)

0 (n = 0)*a

25 (n = 6)*a

4.2 (n = 1)

Lower-Middle-Income (N = 48)

54.2 (n = 26)**

14.6 (n = 7)**a

0 (n = 0)

2.1 (n = 1)**a

6.3 (n = 3)

41.7 (n = 20)**

Coca-Cola Total (N = 89)

67.4 (n = 60)

23.6 (n = 21)

0 (n = 0)

6.7 (n = 6)

10.1 (n = 9)

23.6 (n = 21)

McDonald’s

High Income (N = 27)

74.1 (n = 20)

40.7 (n = 11)

11.1 (n = 3)

22.2 (n = 6)

18.5 (n = 5)

7.4 (n = 2)

Upper-Middle-Income (N = 86)

67.4 (n = 58)

11.6 (n = 10)*

65.1 (n = 56)*

18.6 (n = 16)

7.0 (n = 6)

3.5 (n = 3)

Lower-Middle-Income (N = 86)

51.2(n = 44)**

7.0 (n = 6)**a

33.7 (n = 29)**

8.14 (n = 7)

7.0 (n = 6)

3.5 (n = 3)

McDonald’s Total (N = 199)

61.3 (n = 122)

13.6 (n = 27)

44.2 (n = 88)

14.6 (n = 29)

8.5 (n = 17)

4.0 (n = 8)

KFC

High Income (N = 44)

84.1 (n = 37)

9.1 (n = 4)

2.3 (n = 1)

0 (n = 0)

0 (n = 0)

0 (n = 0)

Upper-Middle-Income (N = 42)

69.1 (n = 29)*

0 (n = 0)

4.8 (n = 2)

7.1 (n = 3)

4.8 (n = 2)

0 (n = 0)

Lower-Middle-Income (N = 32)

59.4 (n = 19)**

34.4 (n = 11)**

0 (n = 0)

9.4 (n = 3)

0 (n = 0)

9.4 (n = 3)

KFC Total (N = 118)

72.0 (n = 85)

12.7 (n = 15)

2.5 (n = 3)

5.08 (n = 6)

1.7 (n = 2)

2.5 (n = 3)

Grand Total

(N = 406)

65.76 (n = 267)

15.52 (n = 63)

22.41 (n = 91)

10.10 (n = 41)

6.9 (n = 28)

7.9 (n = 32)

  1. *p < .05 (comparison between HIC and UMIC)
  2. **p < .05 (comparison between HIC and LMIC)
  3. aFisher’s Exact Test