Table 1 Socio-demographic characteristics by quality ANC (n = 79,725)

Individual level

 Age

  15–19

2,300(47.1)

2,582(52.9)

4,882(100)

  20–24

8,553(49.1)

8,874(50.9)

17,427(100)

  25–29

10,854(52.9)

9,660(47.1)

20,514(100)

  30–34

8,751(52.1)

8,058(47.9)

16,809(100)

  35–39

6,322(52.1)

5,806(47.9)

12,128(100)

  40–44

3,016(51.0)

2,900(49.0)

5,916(100)

  45–49

1,047(51.2)

1,002(48.9)

2,049(100)

 Education

  No education

16,444(52.5)

14,896(47.5)

31,340(100)

  Primary

11,485(39.8)

17,407(60.2)

28,892(100)

  Secondary/higher

12,914(66.2)

6,579(33.8)

19,493(100)

 Wealth

  Poorest

6,488(39.8)

9,831(60.2)

16,319(100)

  Poorer

7,524(44.8)

9,290(55.3)

16,814(100)

  Middle

8,262(50.5)

8,097(49.5)

16,359(100)

  Richer

8,894(57.3)

6,618(42.7)

15,512(100)

  Richest

9,675(65.7)

5,046(34.3)

14,721(100)

 Marital status

  Married

36,622(53.5)

31,892(46.5)

68,514(100)

  Cohabiting

3,882(36.7)

6,691(63.3)

10,573(100)

  Single

339(51.2)

299(46.8)

638(100)

 ANC attendance

  < 4

23,091(49.3)

24,034(50.7)

47,125(100)

  ≥ 4

23,146(71.0)

9,454(29.0)

32,600(100)

 Partner’s education

  No education

14,185(52.9)

12,619(47.1)

26,804(100)

  Primary

9,857(37.8)

16,202(62.2)

26,059(100)

  Secondary/higher

16,801(62.6)

10,061(37.4)

26,862(100)

 Frequency of listening to radio

  Not at all

14,749(44.9)

18,105(55.1)

32,854(100)

  Less than once a week

9,106(54.6)

7,558(45.4)

16,664(100)

  At least once a week

16,347(55.9)

12,899(44.1)

29,246(100)

  Almost every day

641(66.7)

320(33.3)

961(100)

 Frequency of watching television

  Not at all

21,508(41.6)

30,126(58.4)

51,634(100)

  Less than once a week

6,671(62.5)

4,006(37.5)

10,677(100)

  At least once a week

11,789(72.3)

4,506(27.7)

16,295(100)

  Almost every day

875(78.2)

244(21.8)

1,119(100)

 Frequency of reading newspaper

  Not at all

34,409(49.7)

34,827(50.3)

69,236(100)

  Less than once a week

3,971(58.8)

2,783(41.2)

6,754(100)

  At least once a week

2,398(65.8)

1,244(34.2)

3,642(100)

  Almost every day

65(69.9)

28(30.1)

93(100)

Community level factors

 Residence

  Urban

15,813(70.0)

6,790(30.0)

22,603(100)

  Rural

25,030(43.8)

32,092(56.2)

57,122(100)

 Socio-economic disadvantage

  Tertile 1 (least disadvantaged)

14,284(53.6)

12,348(46.4)

26,632(100)

  Tertile 2

13,252(49.9)

13,276(50.1)

26,528(100)

  Tertile 3 (most disadvantaged)

13,307(50.1)

13,258(49.9)

26,565(100)

 Household head

  Male

35,593(51.3)

33,827(48.7)

69,420(100)

  Female

5,250(50.9)

5,055(49.1)

10,305(100)

  Total

40,843(51.2)

38,882(48.8)

79,725(100)