March 2014
GON/LB
S14-002
Attitudes to Giving
Omnibus ResearchAttitudes & Alcohol
an Amárach briefing
with Drinks Industry...
2© Amárach Research, 2014
Drinks Industry Ireland
These findings are based on a joint study
between Amárach Research and
D...
3© Amárach Research, 2014
A number of questions were placed on the Amárach omnibus in
February, developed with Drinks Indu...
4© Amárach Research, 2014
Sample Profile
Male
Gender Age Social Class Region
% % % %
Female
16-24
35-44
ABC1
F50+
C2DE
F50...
MAIN FINDINGS
6© Amárach Research, 2014
Frequency of Drinking Any Alcohol
Base:
over 18s
All Male Female
18-
24
25-
34
35-
44
45-
54
55+...
7© Amárach Research, 2014
Pub Going
Base: over
18s who
drink alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
DUB
L...
8© Amárach Research, 2014
Big Night In
Base: over
18s who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
DU...
9© Amárach Research, 2014
Sponsorship Fans
Base: over
18s who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55...
10© Amárach Research, 2014
Driving Drink
Base: over
18s who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
...
11© Amárach Research, 2014
Brand Fans
Base: over
18s who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
DUB...
12© Amárach Research, 2014
Unintended Consequences
Base: over
18s who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
4...
13© Amárach Research, 2014
Pub Futures 1
Base: over 18s
who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
...
14© Amárach Research, 2014
Pub Futures 2
Base: over 18s
who drink
alcohol
ALL Male Female
18-
24
25-
34
35-
44
45-
54
55+
...
Drivers & Drinking
we ask the right questions
so you get the right answers
Image: http://yourawakenedself.com/tag/jacob-no...
Trends Report
Maximize the Prize
Call us on 01 410 5200 if you want
maximize the prize in 2014:
e. info@amarach.com
w. www...
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Attitudes and Alcohol March 2014

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Irish attitudes towards alcohol, pubs, and the sponsorship of sports by alcohol brands. Plus: what will make them go back to the pub...

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Attitudes and Alcohol March 2014

  1. 1. March 2014 GON/LB S14-002 Attitudes to Giving Omnibus ResearchAttitudes & Alcohol an Amárach briefing with Drinks Industry Ireland March 2014
  2. 2. 2© Amárach Research, 2014 Drinks Industry Ireland These findings are based on a joint study between Amárach Research and Drinks Industry Ireland. You can read more about the findings here: http://www.drinksindustryireland.ie/article.aspx?id=4830
  3. 3. 3© Amárach Research, 2014 A number of questions were placed on the Amárach omnibus in February, developed with Drinks Industry Ireland. A total sample of 1,001 was achieved with quotas set on gender, age, social class and region to achieve a sample aligned with national population. Over 80% of Irish adults use the internet, so the Amárach Research omnibus is completed fully online. Alcohol related questions were only asked of over 18s (n=994). Interviewing fieldwork dates were 11th – 18th February 2014 Research Background
  4. 4. 4© Amárach Research, 2014 Sample Profile Male Gender Age Social Class Region % % % % Female 16-24 35-44 ABC1 F50+ C2DE F50- Dublin Rest of Leinster Munster Conn/ Ulster 25-34 (Base: All Irish adults – 1,001) 55+ 49 17 48 28 51 22 52 26 19 2816 18 26 45-54
  5. 5. MAIN FINDINGS
  6. 6. 6© Amárach Research, 2014 Frequency of Drinking Any Alcohol Base: over 18s All Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- 2-3 times a week 25% 31% 18% 9% 16% 27% 26% 39% 28% 29% 20% Once a week 32% 32% 31% 34% 31% 37% 33% 26% 31% 32% 31% Once a month 18% 16% 19% 31% 24% 15% 12% 10% 19% 18% 17% Once every few months 13% 8% 18% 19% 13% 13% 13% 10% 8% 9% 17% I don’t drink alcohol 13% 13% 13% 7% 16% 9% 16% 16% 14% 12% 15% Q. How often do you typically drink alcohol?
  7. 7. 7© Amárach Research, 2014 Pub Going Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- More often 6% 6% 5% 16% 5% 5% 1% 2% 4% 5% 6% The same amount 35% 37% 34% 39% 34% 31% 37% 37% 38% 41% 30% Less often 44% 46% 42% 37% 55% 48% 40% 38% 44% 42% 45% Never go to the pub 16% 12% 19% 8% 7% 16% 22% 23% 14% 12% 19% Q. Compared to last year how often do you think you will go to the pub over the coming year?
  8. 8. 8© Amárach Research, 2014 Big Night In Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Stay home and watch TV or sport 59% 61% 57% 56% 58% 69% 48% 60% 58% 58% 60% Shopping 33% 28% 38% 45% 33% 31% 28% 29% 37% 37% 29% Go out for a meal 31% 26% 34% 37% 33% 29% 22% 30% 38% 35% 26% Go to the cinema or theatre or concert 30% 25% 35% 48% 38% 26% 21% 20% 38% 32% 28% Go to the pub 23% 29% 16% 26% 21% 23% 23% 21% 24% 24% 21% Q. Which of the following do you typically do for fun over the weekend? Select all that apply
  9. 9. 9© Amárach Research, 2014 Sponsorship Fans Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Strongly disagree 11% 11% 10% 7% 12% 8% 11% 13% 10% 12% 9% Disagree 12% 10% 14% 13% 14% 12% 10% 11% 13% 12% 12% Neither/Nor 31% 25% 38% 38% 25% 34% 34% 30% 32% 29% 33% Agree 32% 33% 32% 33% 32% 34% 30% 33% 29% 32% 33% Strongly agree 14% 21% 6% 10% 18% 12% 15% 12% 16% 15% 12% Q. To what extent do you agree with the following statements? Drinks companies should continue to sponsor sporting events in Ireland
  10. 10. 10© Amárach Research, 2014 Driving Drink Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Strongly disagree 14% 17% 10% 10% 15% 16% 15% 12% 15% 15% 13% Disagree 27% 27% 27% 23% 24% 27% 31% 30% 22% 26% 28% Neither/Nor 26% 23% 29% 25% 27% 23% 30% 26% 26% 25% 28% Agree 23% 23% 24% 30% 25% 25% 18% 21% 27% 24% 23% Strongly agree 9% 9% 10% 12% 10% 8% 6% 10% 11% 10% 9% Q. To what extent do you agree with the following statements? Sponsorship of sporting events by alcohol companies leads to an increase in alcohol consumption by fans of various sports
  11. 11. 11© Amárach Research, 2014 Brand Fans Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Strongly disagree 7% 8% 6% 7% 7% 8% 11% 4% 9% 7% 7% Disagree 17% 18% 16% 12% 14% 18% 18% 21% 16% 18% 16% Neither/Nor 39% 35% 41% 32% 39% 42% 40% 39% 37% 36% 41% Agree 31% 33% 30% 41% 32% 28% 27% 30% 35% 33% 30% Strongly agree 6% 6% 6% 8% 7% 4% 4% 7% 4% 6% 6% Q. To what extent do you agree with the following statements? Sponsorship of sporting events by alcohol companies leads to brand loyalty towards that drinks company
  12. 12. 12© Amárach Research, 2014 Unintended Consequences Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- More often 10% 12% 7% 18% 12% 9% 5% 6% 9% 11% 8% The same amount 56% 59% 54% 50% 57% 55% 60% 59% 56% 60% 53% Less often 17% 16% 17% 24% 23% 17% 11% 9% 20% 15% 19% Never go to the pub 17% 12% 22% 9% 8% 19% 24% 26% 15% 14% 20% Q. If the price of alcohol rose in supermarkets significantly do you think you would go to the pub more or less often?
  13. 13. 13© Amárach Research, 2014 Pub Futures 1 Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Reduction in the price of drinks 60% 68% 52% 70% 64% 65% 62% 44% 64% 61% 59% More entertainment 34% 27% 41% 49% 41% 30% 32% 22% 27% 32% 36% Better selection of food 22% 22% 22% 26% 22% 20% 15% 26% 27% 25% 20% Better facilities 22% 23% 21% 27% 22% 21% 18% 20% 21% 24% 19% Q. What would make you go to the pub more often over the coming year? Select all that apply
  14. 14. 14© Amárach Research, 2014 Pub Futures 2 Base: over 18s who drink alcohol ALL Male Female 18- 24 25- 34 35- 44 45- 54 55+ DUB LIN ABC1 F50+ C2DE F50- Better selection of drinks 15% 16% 13% 29% 18% 14% 7% 7% 15% 18% 12% Longer opening hours 13% 15% 11% 25% 20% 15% 2% 2% 13% 13% 12% More live sport 10% 18% 3% 9% 19% 10% 5% 8% 11% 11% 10% Transport Home 1% 1% 1% 0 1% 1% 1% 2% 1% 1% 1% Don’t like pubs so wouldn’t go 16% 12% 19% 9% 13% 13% 18% 23% 15% 14% 17% Q. What would make you go to the pub more often over the coming year? Select all that apply
  15. 15. Drivers & Drinking we ask the right questions so you get the right answers Image: http://yourawakenedself.com/tag/jacob-nordby/
  16. 16. Trends Report Maximize the Prize Call us on 01 410 5200 if you want maximize the prize in 2014: e. info@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch
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