Segment One: Informed Concerned

Segment One: Informed Concerned

This segment represents the largest share of Canadians (42 per cent). They have the highest knowledge (70 per cent scored high), are the most comfortable with people with HIV/AIDS (43 per cent scored high) and are least likely to distance themselves from the issue (28 per cent scored low). They are also least likely to believe that HIV/AIDS is much less of a problem than it was ten years ago (97 per cent disagree that it is diminishing over time compared to 59 per cent overall).

• This group is most likely to know about methods of transmission and testing, and generally demonstrates a good understanding of HIV/AIDS (e.g., potential time lag between HIV and AIDS and the nature of the disease) and know that there is no known cure. They are slightly more likely to be aware of a federal government strategy regarding HIV/AIDS.
  
• They believe that HIV/AIDS is a very serious issue, that has not diminished in the last five years and that the rate of infection is increasing over time. They also do not believe that health groups have exaggerated the seriousness of the problem. They are more apt to believe that testing and protective measures taken by people with HIV/AIDS have increased over time. They do not tend to see this disease as one belonging to the third world, the gay community or to drug users, exclusively.
  
• They are very comfortable in the situations described in the survey, are unlikely to blame victims for contracting HIV, say that they personally could be friends with someone with HIV/AIDS and generally believe that HIV infected people should be able to serve the public (although even among this group more than half hesitate when given the examples of dentists and cooks).
  
• They are marginally more likely than members of the other groups to report getting their HIV/AIDS information from health magazines, television health programs. They also express a stronger preference for obtaining HIV information from websites. They place a high degree of reliability on health care professionals and the scientific community, as well as (to a lesser degree) organizations representing people with HIV/AIDS and people infected with HIV/AIDS.