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Awareness & Attitudes Tracking Survey

Awareness & Attitudes Tracking Survey. Launch Presentation: 3rd April 2012. Background and Objectives. How?. Face-to-Face interviews in the home. When?. 12 th – 26 th January 2012. Who?. Nationally representative sample 1,197 Adults aged 18+ (ROI), includes a boost of 387 interviews

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Awareness & Attitudes Tracking Survey

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  1. Awareness & Attitudes Tracking Survey Launch Presentation: 3rd April 2012

  2. Background and Objectives How? Face-to-Face interviews in the home When? 12th – 26th January 2012 Who? Nationally representative sample 1,197 Adults aged 18+ (ROI), includes a boost of 387 interviews with 18-29 year olds Why? 6th year of a national tracking study on attitudes towards alcohol, consumption and response to advertising and marketing activity

  3. Facts regarding alcohol consumption (Base: All Aged 18+) 80% of Irish adults drink alcohol. The frequency of drinking in Ireland is in decline With 50% drinking weekly + in 2012, versus 57% in 2009

  4. The longer you are in the pub/club the more you drink (Base: All Aged 18+ who drink alcohol) How long the occasion at pub/club lasted for No. of alcoholic drinks per occasion +

  5. Claimed abuse of alcohol remains consistent at a total level (Base: All Aged 18+) Jan ’11 % May ’10 % Jan ’10 % Jan’09 % Jan’08 % Jan’07 % 2012% NET ANYABUSE OF ALCOHOL Drunk more thanyou should have Had a hangover

  6. Excellent recall of CCTV advertising (Base: All Aged 18+) 89% of adults recall the CCTV campaign which performs consistently well with strong endorsement on key metrics 9 in 10 agree it “Highlights the impact on others of public drunkenness” 93%agree that “It makes you realise the unacceptability of public drunkenness” 8 in 10 maintain it “Encourages peopleto drink more sensibly” 57 % agree that it “Makes me think aboutmy own drinking”

  7. Intolerance of alcohol abuse and awarenessof its impact has remained stable (Base: All Aged 18+) StronglyAgree(5)% Agree(4)% Excessive drinking is when youare no longer in controlof yourself and could doharm to yourself and others I have become muchmore aware ofexcessive drinking andhow it affects others Being drunk in public is veryunattractive to the opposite sex

  8. Clear views emerge with strong endorsement for the Government to do more (Base: All Aged 18+) 7 in 10 disagree that “it is only young people who drink excessively and get out of control” 1 in 2 disagree that “We all drink to excess at some stage, it’s no big deal”, however polarisation occurs as4 in 10 agree Three quarters of Irish adults agree that “The Government has to do more about excessive drinking”

  9. Growing awareness regarding the impact of excessive drinking (Base: All Aged 18+) There is a growingawareness of the effectsof excessive drinking 1 1 2 3 4 5 Excessive drinking is becoming less acceptable 2 All the advertising aboutdrinking moderately isdefinitely having an impact 3 53% 55% 64% I think about how muchI drink more than I used to 4 86% 89% *I think about the paceof my drinking more thanI used to (e.g. The quantityin a period of time) 5

  10. Over 6 in 10 adults now know the correct definition (Base: All Aged 18+) Any Correct definition ofone standard drink Aware % 2012 2011 2010 2009

  11. Seven in ten claim that 1-2 drinks per hour is a reasonable pace for alcohol consumption (Base: All adults 18+ who claim to be aware of definition of are standard drink) Number of standarddrinks per hour 2012% 1-2 2-3 3-4 5-6 6+ Reality: 2.8 drinks per 1-2hrs at home 3.5 drinks per 1-2hrs at pub/club Other Don’t know

  12. Improvement over the last 6 years on key measures (Base: All Aged 18+) Three Quarters disagree that it’s possible to sober up quickly when you need, while 3 in 4 disagree that alcohol in the morning can cure a hangover 83% disagree that after drinking till midnight you’re fit to drive by 8am the following morning 1 in 2 agree that men can drink more than women without feeling the effects, while 86% agree that certain drinks make you behave differently and mixing alcohol drinks makes your hangover worse

  13. Awareness of Morning After Radio ads and TV ad is strong (Base: All Aged 18+) ‘Soakage/Cure’Radio ad Morning after TV ad

  14. Attitudes are changing and planning is apparent but work remains (Base: All Aged 18+) 8 in 10 will take measures to avoid drink driving, three-quarterswill eat before or while drinking and 7 in 10 aim to have alcohol free days during the week Just 4 in 10 have a glass of water or soft drink between alcoholic drinks or plan how many drinks they will have in advance BUT 6 in 10 plan to slow down and pace their drinking while 54% plan a budget for spending on alcohol

  15. Awareness & Attitudes Tracking Survey Launch Presentation: 3rd April 2012

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