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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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Ipsos MORI Public Health

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