Measuring Drinkaware’s Impact
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Transcript of Measuring Drinkaware’s Impact
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Measuring Drinkaware’s ImpactLouise Park, Ipsos MORI24 July 2013
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Drinkaware’s Long-term Key Performance Indicators
Adults aged 18-24
• Decrease the incidence of young adult drunkenness
• Positively change cultural/ social norms away from drunkenness to more responsible/ moderate drinking behaviour
Adults aged 25-44
• Decrease the number of 25-44 year olds drinking over the daily recommended guidelines
Young people aged 10-17 and their parents
• Increase the age of supervised and unsupervised first alcoholic drink to 15 years
• Decrease the percentage of parents giving alcohol to children under the age of 16
Young people aged 10-17 and their parents
Young adults aged 18-24 Adults aged 25-44
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Brief methodology
• Online in 2011/ 2012• Sample representative of the UK population in terms of region, gender, age
and social grade• Fieldwork in November
• Young people aged 10-17 and their parents: 743 parents, of these 541 allowed their child aged 10-17 to be surveyed. A top-up sample of 10-17 year olds was invited to take part providing a total children’s sample of 754
• Young adults aged 18-24: 507 respondents• Adults aged 25-44: 743 respondents
• Face to face in 2009, 2010 and 2011
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Young people aged 10-17 and their parents
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Percentage of 11-17 year olds who have ever had an alcoholic drink
2009, 2010, 2011: GB face to face interviews with 11-17 year olds (522 in 2009, 471 in 2010, 433 in 2011). * 2012: 754 UK online interviews conducted among 11-17 year olds.
2009 2010 2011 20120
10
20
30
40
50
60
70
80
90
100
54%49%
55%*51%
Have you ever had an alcoholic drink, not just a sip?
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Age of first drink/ first unsupervised drink among all 11-17 year olds who have drunk a whole alcoholic drink
2009 2010 2011 201212
12.5
13
13.5
14
14.5
15
15.5
16
12.9 12.913.1
13.8 13.7
14.1
Avg age first drink Avg age first unsupervised drink
Age
*14.7
*13.4
2009, 2010, 2011: GB face to face interviews with 11-17 year olds who have had a whole alcoholic drink (301 in 2009, 238 in 2010, 242 in 2011). * 2012: 353 UK online interviews conducted among 11-17 year olds who have had a whole alcoholic drink.
How old were you when you had your FIRST alcoholic drink?
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How young people get alcohol and who they drink with
10-17 year olds who have drunk a whole alcoholic drink (353)
One of my parents
Friend/boyfriend/girlfriend
Got it myself
Another relative
Another adult
One of brothers/sisters
Other
Can't remember/don't know
Prefer not to answer
44%
24%
11%
10%
7%
3%
2%
4%
1%
The last time you were drinking alcohol, how did you get it?
Parent/Step-parent
Friend(s)
Sibling/Step-sibling
Adult relative
Boyfriend/Girlfriend
Adult friend
Someone else
On my own
49%
45%
21%
14%
7%
6%
1%
1%
The last time you were drinking alcohol, who were you with?
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Parents’ own drinking habits
38%
11%
51%
High risk drinkers
Increasing risk drink-ers
Low risk drinkers
All parents who drink alcohol at least once a week (459)
Please indicate how many of the following you drink in a typical week?
If you were being honest with yourself, which of the following statements best describes your drinking habits?
13%
29%
39%
17%
I am a sensible drinker and drink well within the ac-cepted safe lim-its
I drink more or less within the limits of
what is good for me
Base: All parents who drink above the guidelines (228)
I frequently drink quite a bit more than what is supposed to be ‘safe’
I don’t drink to excess but I probably drink a
little more than is really good for me
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Young adults aged 18-24
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Binge drinking occasions over last seven days
Please indicate how many of the following you drank on each of the last seven days ending yesterday?Binge drinking occasions in last week (Men >8 units in a day, Women >6 units in a day)
Base: All who drink alcohol at least once a year November 2011 (427), November 2012 (453).
No binge drinkingBinge drink more than onceBinge drink once
2011 2012
Similar level of binge drinking seen amongst
25-44 year olds
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Frequency of intentional drunkenness
Every time I drink
Most of the time I drink
Some of the time I drink
Occasionally
Never
Every time/most times
Some/Occasionally
2
9
19
27
41
11
46
2
13
21
25
38
16
46
% November 2012 % November 2011
When you drink alcohol, how often, if ever, do you do so with the specific intention of getting drunk?
Base: All respondents: November 2012 (453), November 2011 (235) respondents who drink alcohol at least once a year
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Attitudes towards drinking alcohol
70
73
31
35
22
18
30
32
8
9
39
33
How much do you agree or disagree with the following statements?
Base: All respondents: 2012 (497), 2011 (507)
Agree (%) Disagree (%)
2011
2012
I don’t need to get drunk to have a good night out
Drinking gives me the confidence I need to meet
people and make new friends
2011
2012
Base: All who drink alcohol at least once a year: 2012 (453), 2011 (427)
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Adoption of tools and tricks to control drinking and avoid getting too drunk
Eat before/when drinking
Pace themselves when they drink
Alternate alcoholic drinks with soft drinks/water
74
67
20
72
51
14
% November 2012 % November 2011
How often, if at all, do you…? (% every time/most times they drink)
Base: All respondents: November 2012 (291), November 2011 (235) respondents who drink alcohol at least weekly
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Attitudes towards drinking alcohol
35
44
39
49
36
32
34
34
6
3
6
3
23
21
22
15
How much do you agree or disagree with the following statements?
I think more about how much I drink nowadays than
I used to
I've seen quite a bit recently about the dangers of drinking
too much
2011
2012
2011
2012
Base: All respondents: 2012 (497), 2011 (507)
Agree (%) Disagree (%)
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Adults aged 25-44
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Awareness of measuring alcohol by units
2009, 2010, 2011: GB face to face interviews with 25-44 year olds (834 in 2009, 1,181 in 2010 and 577 in 2011). * 2012 743 UK online interviews conducted among 25-44 year olds.
2009 2010 2011 20120
10
20
30
40
50
60
70
80
90
100
82% 81%85%
Total awareness
Age
*95%
As you may or may not know, ‘units of alcohol’ is the term used to describe how strong alcohol is. Before today, had you heard of the term ‘units of alcohol’?
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How many units of alcohol do you think is the daily guideline unit for a man and a woman?
Awareness of safe guidelines (% who know correct limit)
Women's guideline (2-3 units) Men's guideline (3-4 units)
36% 34%31% 30%35% 32%*31% *30%
2009 2010 2011 *2012
2009, 2010, 2011: GB face to face interviews with 25-44 year olds (834 in 2009, 1,181 in 2010 and 577 in 2011). * 2012 743 UK online interviews conducted among 25-44 year olds.
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0-10
11-20
21-30
31-40
Over 40 units
Increasing risk drinkers
High risk drinkers
31
28
16
12
14
36
11
Units of alcohol in a week
Unit intake in typical week
Please indicate how many of the following you drink in a typical week?
All who drink alcohol at least once a week (451)
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Own description of drinking habits
If you were being honest with yourself, which of the following statements best describes your drinking habits?
I am a sensible drinker and drink well within the accepted safe limits
All respondents who drink at least once a year. Low-risk drinkers (454); increasing-risk drinkers(1164).
I drink more of less within the limits of what is good for me
I don’t drink to excess but I probably drink a little more than is really good for me
Increasing-risk drinkers
14%
30%
42%
13%
Low-risk drinkers
64%
24%
9%2%
I frequently drink quite a bit more than what is supposed to be ‘safe’
22% of increasing risk drinkers think the
health risks of drinking alcohol have been
exaggerated
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Summary of key results
• Encouraging delay in the age of first alcoholic drink observed• Barriers still exist to parents acting as effective role models
• High proportions continuing to drink with the specific intention of getting drunk• The social element of drinking remains a strong influencing factor
• High awareness of the term ‘units of alcohol’ but challenge remains in conveying daily unit guidelines
• Some reluctance to acknowledge the risks associated with drinking observed
Young people aged 10-17 and their parents
Young adults aged 18-24
Adults aged 25-44
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