Below is a crosstab showing survey results for adults who said they purchased Patagonia brand men's OR women's clothing (column), by type and brand of non-flavored bottled water they drank in last 6 months (rows).
Unweighted: The number of people surveyed who meet both the column and row criteria
There are 180 adults who purchased Patagonia brand men's or women's clothing in the past 12 months who responded that they drank Aquafina bottled water in the last 6 months.
Weighted (000): Expressed in thousands (000), the projected number of adults (18+) in the U.S. who meet both the column and row criteria
There are 815,000 adults who purchased Patagonia brand men's or women's clothing in the past 12 months that drank Aquafina bottled water in the last 6 months.
Vertical %: Percent of the column reached by the row. [Read vertical percent by starting from the top, then down to the vertical percent, then left to the comparable variable in the row].
Of those who purchased Patagonia brand men's or women's clothing in the past 12 months, 14.26% drank Aquafina bottled water.
Horizontal %: Percent of the row reached by the column. [Read the horizontal percent starting from the left, then across to the horizontal percent, then up to the comparable variable in the column].
Of those who drank Aquafina bottled water, 2.66% purchased Patagonia clothing in the past 12 months.
Index: The likelihood of the target to meet a specified criterion, expressed in relation to the base.
The numerical difference from the average is expressed as a percentage of being more likely (numbers higher than 100) or less likely (numbers lower than 100). In this example, 118 - 100 = 18, so 18% more likely. Index can be applied either column to row, or row to column.
Adults who purchased Patagonia clothing in the past 12 months are 18% more likely to have consumed Aquafina in the past 6 months than any U.S. adult 18+.
or
Adults who drank Aquafina in the past 6 months are 18% more likely to have purchased Patagonia clothing in the past 12 months than the U.S. 18+ population overall.
Small Sample Size Cautions: In some instances there may be small sample sizes (fewer than 50) for various targets, which result in projections that may be unstable. These are indicated by a single asterisk (*) and the use of red text in the crosstab. Usage of data points indicated as having a small sample is not recommended.
In the example above, note the * next to each number in the Evian water row, which indicates a sample of less than 50. Proceed with caution.