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MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
MEAS Drink Aware Research Report October 2011
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MEAS Drink Aware Research Report October 2011

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A report on a survey of Ireland's 18+ population about awareness of MEAS, responsible drinking campaigns and related public communications brands and websites.

A report on a survey of Ireland's 18+ population about awareness of MEAS, responsible drinking campaigns and related public communications brands and websites.

Published in: Economy & Finance, Business
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  • 1. 1 MEAS Brand Awareness mature enjoyment of alcohol in society A report by Amárach Research October 2011© Amárach Research
  • 2. 2 Table of ContentsA: Background and Research ObjectivesB: Research MethodologyC: Sample ProfileD: Main Findings
  • 3. 3 Background and Research ObjectivesMEAS’s origins lie in the umbrella organisation, the Drinks IndustryGroup of Ireland (DIGI), established in 1981. In order to better support thedevelopment and implementation of social responsibility initiatives,MEAS was established in 2002 and became operational in January 2003.MEAS believe that :- – the sensible consumption of alcohol is compatible with a healthy lifestyle – social responsibility implies obligations on the part of the Drinks Industry to the entire community as well as to consumers – the creation of an environment conducive to sensible drinking balances personal responsibility, industry self-regulation and Government regulation.The organisation is committed to the promotion of the highest ethicalstandards within the Drinks Industry, and does not condone any misuseor abuse of alcohol.As part of this remit MEAS have commissioned Amárach Research toconduct research to establish the following:- “To measure the public’s awareness and experience of MEAS’s brands and websites”.
  • 4. 4 Research Methodology• A series of questions were placed on Amárach Research’s omnibus. The omnibus is a syndicated service whereby clients can include questions within the survey.• The total sample was 1,000 adults aged 16 and over, but because of the subject matter for this research we restricted the MEAS questions to those aged 18 and over. Quotas were set to achieve a demographically representative sample.• A dual methodological approach is taken with an 850 sample derived online and a 150 sample is conducted face to face - this ensures that a fully representative sample is attained as online panels traditionally under-represent the older age cohorts.• Interviewing was conducted between 10th - 17th January 2011.
  • 5. 5 Sample Profile (Base: All Adults 18+ = 998) SEX AGE REGION SOCIAL GRADE % % % % 18-24 17 Dublin 28 ABC1/ Male 49 F50+ 48 25-34 22 Rest of 26 Leinster 35-44 19 Munster 28 C2DE/ Female 51 52 F50- 45+ 42 Conn/ 18 UlsterNationally demographic quotas were applied to ensure a representative sample was achieved.
  • 6. D: Main Findings
  • 7. 7 Awareness of Websites Promoting Responsible Alcohol Consumption - Spontaneous (Base: All Adults 18+ - 998) Target audience All Adults 18+ 18-24 years % % 54 74 21 13 9 8 6 2 6 7 3 1 Not sure/Don’t Know 15% * All others 1% or less, including meas.ie, drugs.ie, health.ie, vintners.ie For over half of all adults, drinkaware.ie is top of mind for websites that promote responsibledrinking, Diageo ranks second highest with 1 in 5 spontaneously mentioning them, this was much higher in the older age cohorts (45+). Three quarters of the target 18-24 year old age groupspontaneously mentioned drinkaware.ie when asked – by far the most salient brand in this arena. (Q.1)
  • 8. 8 Websites Considered To Use To Obtain Information Regarding Responsible Alcohol Consumption - Spontaneous (Base: All Adults 18+) Target audience All Adults 18+ 18-24 years % % 48 67 12 3 8 8 6 1 5 6 2 1Don’t Know/Not sure 19% * All others 1% or less, including meas.ie, drugs.ie, health.ie, vintners48% of adults would opt to go to drinkaware.ie if they were searching for information regardingresponsible drinking – 2 in 3 adults aged 18-24 years. 1 in 10 spontaneously mentioned online search engines, especially Google. (Q.2)
  • 9. 9 drinkaware.ie demographic cut-through (Base: All Adults 18+) Spontaneous 54 Spontaneous Awareness % Consideration 48 % %GENDER GENDER % Male 51 Male 44 Female 56 Female 52AGE AGE 18-24 74 18-24 67 25-34 62 25-34 55 35-44 54 35-44 50 45+ 41 45+ 37SOCIAL CLASS SOCIAL CLASS ABC1F50+ 60 ABC1F50+ 52 C2DEF50- 48 C2DEF50- 45REGION REGION Dublin 61 Dublin 53 Rest of Leinster 56 Rest of Leinster 51 Munster 49 Munster 46 Conn/Ulster 45 Conn/Ulster 41 Awareness regarding the site increases as age decreases, the 18-24 year old target most familiar with the site. Dublin and white collar household also showing higher awareness. (Q.1,2)
  • 10. 10 Usage and Awareness of Websites - Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Ever visited Aware % 21 84 8 39 * 21 4 13 2 10 2 10 * 7 * 7 * 6 2 6 * 4* Less then 1% had visited thesite * 3 At a prompted level awareness for drinkaware.ie grows to 84% of all adults 18+, 1 in 5 having ever visited the site. 2 in 5 were aware the HSE offered information, but only 8% had actually visited – much lower awareness and usage of alternative sites. (Q.3a/b)
  • 11. 11 Awareness Of Websites Providing Information Regarding Responsible Alcohol Consumption – Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Target audience All Adults 18+ 18-24 years % % 84 93 39 35 21 13 13 14 10 11 10 6 7 8 7 9 6 7 6 16 4 4 3 1*All others 1% or less, including vintners, social networks, Gardai websitesAwareness of drinkaware.ie becomes even more prominent in the target age cohort of 18-24 years with 93% of this group aware of the site, an extremely strong figure. (Q.3a)
  • 12. 12 Websites Visited to Provide Information Regarding Responsible Alcohol Consumption (Prompted) (Base: All Adults 18+) Target audience All Adults 18+ 18-24 years % % 21 37 8 5 4 5 2 1 2 1 2 1 1 2 1 1 None of these 70 59 *All others less than 1% including aa.ie, the European spirits organisation 30% of adults have visited a site to learn more about responsible alcohol consumption, 21%using drinkaware.ie (70% of all who have actually visited a site). The HSE ranks second, this ismore popular amongst the 25-34 year old age cohort. The promotion of these websites has cut through to the target audience even more, 41% of 18-24 year olds having visited a site, 37% opting for drinkaware.ie, which is 90% of those who have actually visited. (Q.3b)
  • 13. 13 Usage and Awareness of drinkaware.ie - Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total 84 Incidence of 21 Awareness % Visiting %GENDER GENDER Male 81 Male 19 Female 87 Female 24AGE AGE 18-24 93 18-24 37 25-34 86 25-34 28 35-44 91 35-44 20 45+ 76 45+ 13SOCIAL CLASS SOCIAL CLASS ABC1F50+ 89 ABC1F50+ 24 C2DEF50- 80 C2DEF50- 19REGION REGION Dublin 85 Dublin 25 Rest of Leinster 85 Rest of Leinster 21 Munster 86 Munster 21 Conn/Ulster 79 Conn/Ulster 18 (Q.3a/b)
  • 14. 14 Usage and Awareness of HSE - Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total 39 Incidence of 8% Awareness % VisitingGENDER GENDER Male 38 Male 9 Female 39 Female 7AGE AGE 18-24 33 18-24 5 25-34 43 25-34 10 35-44 42 35-44 8 45+ 35 45+ 8SOCIAL CLASS SOCIAL CLASS ABC1F50+ 43 ABC1F50+ 9 C2DEF50- 33 C2DEF50- 7REGION REGION Dublin 34 Dublin 9 Rest of Leinster 42 Rest of Leinster 9 Munster 38 Munster 7 Conn/Ulster 39 Conn/Ulster 7 (Q.3a/b)
  • 15. 15 Usage and Awareness of Alcohol Action Ireland - Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total 10 Incidence of 2% Awareness % Visiting* GENDER GENDER Male 11 Male 2 Female 9 Female 2 AGE AGE 18-24 5 18-24 1 25-34 6 25-34 1 35-44 9 35-44 4 45+ 13 45+ 2 SOCIAL CLASS SOCIAL CLASS ABC1F50+ 9 ABC1F50+ 2 C2DEF50- 11 C2DEF50- 2 REGION REGION Dublin 10 Dublin 2 Rest of Leinster 12 Rest of Leinster 3 Munster 7 Munster 1 Conn/Ulster 8 Conn/Ulster 1* Caution small base: Data based on 18 respondents (2% of total sample)therefore data can only be considered as indicative i.e. Not statisticallyreliable for analysis. These findings should be treated with some caution. (Q.3a/b)
  • 16. 16 Usage and Awareness of Drugs.ie - Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total Incidence of 2% Awareness 10% Visiting* GENDER GENDER Male 10 Male 2 Female 11 Female 2 AGE AGE 18-24 9 18-24 1 25-34 8 25-34 2 35-44 9 35-44 2 45+ 12 45+ 1 SOCIAL CLASS SOCIAL CLASS ABC1F50+ 10 ABC1F50+ 1 C2DEF50- 11 C2DEF50- 2 REGION REGION Dublin 10 Dublin 2 Rest of Leinster 12 Rest of Leinster 2 Munster 10 Munster 1 Conn/Ulster 9 Conn/Ulster 1* Caution small base: Data based on 16 respondents (2% of total sample)therefore data can only be considered as indicative i.e. Not statisticallyreliable for analysis. These findings should be treated with some caution. (Q.3a/b)
  • 17. 17 Usage and Awareness of Your Drinking.ie – Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total 7% Incidence of 1% Awareness 10% Visiting* GENDER GENDER Male 7 Male 2 Female 7 Female 1 AGE AGE 18-24 8 18-24 2 25-34 10 25-34 1 35-44 6 35-44 1 45+ 5 45+ 1 SOCIAL CLASS SOCIAL CLASS ABC1F50+ 6 ABC1F50+ 1 C2DEF50- 7 C2DEF50- 1 REGION REGION Dublin 6 Dublin 2 Rest of Leinster 7 Rest of Leinster 1 Munster 7 Munster 1 Conn/Ulster 6 Conn/Ulster 1* Caution small base: Data based on 12 respondents (1% of total sample)therefore data can only be considered as indicative i.e. Not statisticallyreliable for analysis. These findings should be treated with some caution. (Q.3a/b)
  • 18. 18 Usage and Awareness of Spun Out – Total (inc spontaneous and prompted awareness) (Base: All Adults 18+) Total 6% Incidence of 2% Awareness 10% Visiting* GENDER GENDER Male 4 Male 2 Female 7 Female 2 AGE AGE 18-24 16 18-24 5 25-34 6 25-34 2 35-44 4 35-44 2 45+ 2 45+ 1 SOCIAL CLASS SOCIAL CLASS ABC1F50+ 8 ABC1F50+ 2 C2DEF50- 2 C2DEF50- * REGION REGION Dublin 5 Dublin 2 Rest of Leinster 5 Rest of Leinster 2 Munster 5 Munster 2 Conn/Ulster 9 Conn/Ulster 2* Caution small base: Data based on 19 respondents (2% of total sample)therefore data can only be considered as indicative i.e. Not statisticallyreliable for analysis. These findings should be treated with some caution. (Q.3a/b)
  • 19. Websites Providing the best Source of Information about Drinking Alcohol Responsibilities (Base: All Adults 18+) % Higher for: • females • 18-24 • 35-44 • ABC1F50+ 5% 85% 10% None of these Given the prominence of the drinkaware.ie brand in this space it is hardly surprising that it emerges much stronger in a head to head choice vs. Drugs.ie. There is potentially adisassociation between drugs and alcohol, drinkaware.ie has potentially higher affinity withalcohol. Even amongst those who were aware of both brands prior to being asked to choose, drinkaware.ie still maintains its position with 85% opting for this as a better choice. (Q.4)
  • 20. 20 Key FindingsThis research shows a very positive position for the drinkaware.ie brand.It has extremely strong saliency in the public as a source of informationregarding the responsible consumption of alcohol. – 54% of adults spontaneously aware – 84% of adults aware at a total level (including prompted) – 21% of adults having ever visited the siteThe brand’s salience is even stronger amongst the target cohort of thoseaged 18 to 24 years:- – 3 in 4 spontaneously mentioned the website – 93% were aware at a total level of the site – almost ubiquitous awareness – 37% of this target cohort had actually visited the siteConsideration could be given to the use of sponsored search enginelinks to the site, 1 in 10 adults mentioned a search engine as where theywould go to look for information regarding responsible drinking – thiscould drive even more traffic to the sites.When asked to opt for a more fitting site drinkaware.ie or drugs.ie,drinkaware.ie was by far the most popular option (85%). This was stillthe case amongst those who were aware of both sites prior to beingasked to opt for one.
  • 21. Contact Amárach: Mark Nolan Managing Director or Michael McLoughlin Chief Executive or Gerard O’Neill Chairmanfor a confidential discussion about your needs and to explore how we can help you succeed through world class market research. e. gerard.oneill@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch

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