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Measuring Drinkaware’s Impact

Measuring Drinkaware’s Impact. Louise Park, Ipsos MORI 24 July 2013. Drinkaware’s Long-term Key Performance Indicators. Young people aged 10-17 and their parents Increase the age of supervised and unsupervised first alcoholic drink to 15 years

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Measuring Drinkaware’s Impact

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  1. Measuring Drinkaware’s Impact Louise Park, Ipsos MORI 24 July 2013

  2. Drinkaware’s Long-term Key Performance Indicators • 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 • 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 Young adults aged 18-24 • Adults aged 25-44 • Decrease the number of 25-44 year olds drinking over the daily recommended guidelines Adults aged 25-44

  3. 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

  4. Young people aged 10-17 and their parents

  5. 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. Have you ever had an alcoholic drink, not just a sip?

  6. Age of first drink/ first unsupervised drink among all 11-17 year olds who have drunk a whole alcoholic drink 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? *13.4

  7. How young people get alcohol and who they drink with 10-17 year olds who have drunk a whole alcoholic drink (353) The last time you were drinking alcohol, how did you get it? The last time you were drinking alcohol, who were you with?

  8. Parents’ own drinking habits 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? 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 Base: All parents who drink above the guidelines (228) All parents who drink alcohol at least once a week (459)

  9. Young adults aged 18-24

  10. 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) Binge drink once Binge drink more than once No binge drinking 2011 2012 Similar level of binge drinking seen amongst 25-44 year olds Base: All who drink alcohol at least once a year November 2011 (427), November 2012 (453).

  11. Frequency of intentional drunkenness 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

  12. Attitudes towards drinking alcohol How much do you agree or disagree with the following statements? Agree (%) Disagree (%) 2011 I don’t need to get drunk to have a good night out 2012 Drinking gives me the confidence I need to meet people and make new friends 2011 2012 Base: All respondents: 2012 (497), 2011 (507) Base: All who drink alcohol at least once a year: 2012 (453), 2011 (427)

  13. 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) Base: All respondents: November 2012 (291), November 2011 (235) respondents who drink alcohol at least weekly

  14. Attitudes towards drinking alcohol How much do you agree or disagree with the following statements? Agree (%) Disagree (%) 2011 I think more about how much I drink nowadays than I used to 2012 2011 I've seen quite a bit recently about the dangers of drinking too much 2012 Base: All respondents: 2012 (497), 2011 (507)

  15. Adults aged 25-44

  16. 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. 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’?

  17. 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, 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.

  18. 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)

  19. 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 don’t drink to excess but I probably drink a little more than is really good for me I drink more of less within the limits of what is good for me I frequently drink quite a bit more than what is supposed to be ‘safe’ Low-risk drinkers Increasing-risk drinkers 22% of increasing risk drinkers think the health risks of drinking alcohol have been exaggerated All respondents who drink at least once a year. Low-risk drinkers (454); increasing-risk drinkers(1164).

  20. 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

  21. Ipsos MORI Public Health

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