Measuring Drinkaware’s Impact
Louise Park, Ipsos MORI
24 July 2013
© Ipsos MORI
Drinkaware’s Long-term Key Performance Indicators
Young
Young people
people aged
aged 101017
17and
andtheir
theirparents
parents
Adults
Youngaged
adults18-24
aged 1824
Adults aged 25-44
Adults aged 25-44
• Increase the age of
supervised and
unsupervised first
alcoholic drink to 15
years
• Decrease the
incidence of young
adult drunkenness
• Decrease the number
of 25-44 year olds
drinking over the daily
recommended
guidelines
• Decrease the
percentage of parents
giving alcohol to
children under the
age of 16
© Ipsos MORI
• Positively change
cultural/ social norms
away from
drunkenness to more
responsible/
moderate drinking
behaviour
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
Have you ever had an alcoholic drink, not just a sip?
100
90
80
70
60
55%
54%
49%
*51%
50
40
30
20
10
0
2009
2010
2011
2012
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.
© Ipsos MORI
Age of first drink/ first unsupervised drink among all 11-17 year olds
who have drunk a whole alcoholic drink
How old were you when you had your FIRST alcoholic drink?
16
Avg age first drink
Avg age first unsupervised drink
15.5
15
*14.7
Age
14.5
14
14.1
13.8
13.7
13.5
12.9
13
13.1
*13.4
12.9
12.5
12
2009
2010
2011
2012
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.
© Ipsos MORI
How young people get alcohol and who they drink with
The last time you were drinking alcohol,
how did you get it?
44%
One of my parents
24%
Friend/boyfriend/girlfriend
Got it myself
11%
Another relative
10%
Another adult
3%
Other
2%
Prefer not to answer
4%
1%
10-17 year olds who have drunk a whole alcoholic drink (353)
© Ipsos MORI
49%
Parent/Step-parent
45%
Friend(s)
21%
Sibling/Step-sibling
14%
Adult relative
7%
One of brothers/sisters
Can't remember/don't know
The last time you were drinking alcohol,
who were you with?
Boyfriend/Girlfriend
7%
Adult friend
6%
Someone else
1%
On my own
1%
Parents’ own drinking habits
Please indicate how many of the
following you drink in a typical week?
Increasing
risk
drinkers
If you were being honest with yourself, which
of the following statements best describes
your drinking habits?
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
17%
13%
38%
Low risk
drinkers
51%
29%
11%
High risk
drinkers
All parents who drink alcohol at least once a week (459)
© Ipsos MORI
39%
I drink more or less
within the limits of
what is good for me
I am a sensible
drinker and
drink well within
the accepted
safe limits
Base: All parents who drink above the guidelines (228)
Young adults aged 18-24
© Ipsos MORI
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
Binge drink once
(Men >8 units in a day, Women >6 units in a day)
Binge drink more than once
2011
No binge drinking
2012
16%
17%
7%
13%
76%
70%
Base: All who drink alcohol at least once a year November 2011 (427), November 2012 (453).
© Ipsos MORI
Similar level of binge
drinking seen amongst
25-44 year olds
Frequency of intentional drunkenness
When you drink alcohol, how often, if ever, do you do so with the specific intention of
getting drunk?
% November 2011
Every time I drink
Most of the time I drink
2
2
9
13
19
21
Some of the time I drink
27
25
Occasionally
41
38
Never
Every time/most times
Some/Occasionally
% November 2012
11
16
46
46
Base: All respondents: November 2012 (453), November 2011 (235) respondents who drink alcohol at least once a year
© Ipsos MORI
Attitudes towards drinking alcohol
How much do you agree or disagree with the following statements?
Agree (%)
I don’t need to get drunk
to have a good night out
2011
70
2012
Drinking gives me the 2011
confidence I need to meet
people and make new friends
2012
22
73
31
35
Base: All respondents: 2012 (497), 2011 (507)
Base: All who drink alcohol at least once a year: 2012 (453), 2011 (427)
© Ipsos MORI
Disagree (%)
18
30
39
32
33
8
9
Adoption of tools and tricks to control drinking and avoid getting
too drunk
How often, if at all, do you…? (% every time/most times they drink)
% November 2011
% November 2012
74
Eat before/when drinking
72
67
Pace themselves when they
drink
Alternate alcoholic drinks
with soft drinks/water
51
20
14
Base: All respondents: November 2012 (291), November 2011 (235) respondents who drink alcohol at least weekly
© Ipsos MORI
Attitudes towards drinking alcohol
How much do you agree or disagree with the following statements?
Agree (%)
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)
© Ipsos MORI
35
Disagree (%)
36
44
39
6
32
3
34
49
23
21
6
34
22
3
15
Adults aged 25-44
© Ipsos MORI
Awareness of measuring alcohol by units
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’?
Total awareness
*95%
100
90
82%
81%
85%
80
Age
70
60
50
40
30
20
10
0
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.
© Ipsos MORI
Awareness of safe guidelines
(% who know correct limit)
How many units of alcohol do you think is the daily guideline unit for a man
and a woman?
2009
36%
31%
35%
2010
*31%
Women's guideline (2-3 units)
2011
*2012
34%
30%
32%
*30%
Men's guideline (3-4 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.
© Ipsos MORI
Unit intake in typical week
Please indicate how many of the following you drink in a typical week?
Units of alcohol in a week
31
0-10
28
11-20
16
21-30
31-40
Over 40 units
12
14
36
Increasing risk drinkers
High risk drinkers
All who drink alcohol at least once a week (451)
© Ipsos MORI
11
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
I drink more of less within
the limits of what is good
for me
Low-risk drinkers
9%
I don’t drink to excess but I
probably drink a little more
than is really good for me
Increasing-risk drinkers
2%
13%
14%
24%
30%
64%
42%
All respondents who drink at least once a year. Low-risk drinkers (454); increasing-risk drinkers(1164).
© Ipsos MORI
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
Summary of key results
Young people aged 10-17 and their parents
• Encouraging delay in the age of first alcoholic drink observed
• Barriers still exist to parents acting as effective role models
Young adults aged 18-24
• High proportions continuing to drink with the specific intention of getting drunk
• The social element of drinking remains a strong influencing factor
Adults aged 25-44
• 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
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