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Drinkaware monitor presentation


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A presentation on the Drinkaware survey delivered at the Drinkaware regional Roadshows.

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Drinkaware monitor presentation

  1. 1. Drinkaware Monitor 2014 Drinking attitudes and behaviours in the UK Dr John Larsen Director of Evidence and Impact
  2. 2. Evidence and Impact Drinkaware in 2014 strengthened our approach to and investment in evidence and impact by setting up the Research and Impact team We work to ensure:  Projects underpinned by an understanding of behaviour change theory and best practice  Robust, independent evaluation (from the outset of projects)  Academic partnerships  Publication and transparency Our approach to 2
  3. 3. Research and Impact 2015 Priorities for the year Drinkaware Monitor  Analysis of 2014 data – research collaborations  Prepare and undertake 2015 data collection Segmentation work – effective targeting  Understanding who to reach and how to support Evidence and evaluation of campaigns  Talk campaign – targeting underage drinking  Drunken Nights Out – regional roll-out  Preparing 2016 campaign Developing and testing the effectiveness of interventions  Club Host intervention: setting up an intervention study to robustly evaluate the effectiveness of the intervention to reduce drunken mis- behaviour in venues on a night out for young people  ‘What’s In Your Glass?’ engagement intervention: developing guidance for use of the tool to assist professionals effectively delivering alcohol brief intervention support – and test its effectiveness 3
  4. 4. the talk  Survey tool – what is it for?  Drinking among adults in the UK  Different types of adult drinkers  Next steps and the role for Drinkaware Plan for 4
  5. 5. Why is this important? Drinkaware aims to reduce harmful drinking in the UK by engaging directly with the public and professionals, offering:  Information  Guidance  Resources and support To engage effectively we need to know:  How people are drinking  Why people are drinking  The harms people may experience related to drinking  Whether and how people may want to moderate their drinking Finding out about drinking in the UK 5
  6. 6. Making it fit for purpose Since 2009, Drinkaware has undertaken an annual survey to monitor drinking attitudes and behaviours in the UK. In 2014 we redesigned the survey questionnaire:  One questionnaire for all adults aged 18 and over (before: 18-24, 25-44, 45-65)  Increasing the age range for adults to 75  Young people (aged 10-17) continue to have separate tool  Including validated research tools (robust measures and allowing comparison between studies) Survey tool design 6
  7. 7. Contributing to recognised research Adults Problem drinking AUDIT assessment tool Drinking motivations Drinking Motivations Questionnaire Revised Short Form (DMQ-R SF) Assessing harm from alcohol GENACIS CORE ‘consequences’ questions Mental wellbeing Short Warwick and Edinburgh Mental Well-Being Score (SWEMWBS) Young people Problem drinking or drug use CRAFFT screening tool Drinking motivations Drinking Motivations Questionnaire Revised Short Form (DMQ-R SF) Mental wellbeing Short Warwick and Edinburgh Mental Well-Being Score (SWEMWBS) Standardised tools 7
  8. 8. data Data collection by Ipsos MORI in November and completed on 10th December 2014 Online panel UK representative sample: 2,294 interviews with 18-75s 813 interviews with parents 754 interviews with 10-17s 2014 8
  9. 9. Preliminary findings: adults A full analysis and report will be published in May 2014
  10. 10. 10 in the UK drink? How often do adults 8% 11% 26% 14% 11% 5% 6% 5% 3% 11% 0% 5% 10% 15% 20% 25% 30% At least once a week: 60% At least once a year: 87% Source: Ipsos MORI 6 or more times a week 4 to 5 times a week 2 to 3 times a week Once a week 2-3 times a month Once a month Once every couple of months Once or twice a year Less often Never 10
  11. 11. 11 Different drinking motivations Why do people drink? How often would you say you drink for the following reasons? At least some of the time.. 72% 69% 67% 67% 68% 53% 51% 45% 44% 43% 37% 28% Because it makes social gatherings more fun Because it helps you to enjoy a party Because it's fun Because you like the feeling Because it improves parties and celebrations To cheer you up when you are in a bad mood To get a buzz To fit in with a group you like Because it helps you when you feel depressed… To forget about your problems So you won't feel left out To be liked Social Enhancement Coping Conformity The most common reasons relate to ‘social’ or ‘enhancement’ values 11
  12. 12. 18-24 year olds Younger less frequent, older more.. 55% to 48%*  Just under half of all 18-24 year olds drink at least once a week - 48%;  a drop from 55% who said they drank at least once a week in 2013 and 59% in 2012. * Not statistically significant 61% to 56%  56% of those aged 25- 44 report drinking at least once a week  This is lower than in 2013 and 2012 when 61% of 25-44 year olds said they drank at least once a week 61% to 66%  Two thirds of those aged 45-65 drink at least once a week (66%);  an increase from 61% in 2013 25-44 year olds 45-65 year olds Changing drinking trends 12
  13. 13. 13 Drinking at increased and higher risk levels Do they drink too much? 73% 20% 7% Lower risk and non drinkers Increasing risk drinkers Higher risk drinkers Base: All Participants (2,294) Based on reported drinking in a typical week: Lower risk: F <14, M <21 Increasing risk: F 15-35, M 21-50 Higher risk: F >35, M >50 13
  14. 14. 18-24 year olds 45-65 year olds Typically exceeding the weekly guidelines 19% one in five Down from 26% in 2012 Was also 19% in 2013 32% one in three Up from 26% in 2013 More older people drink too much Base: All adults surveyed 14
  15. 15. 15 Findings are broadly comparable.. The clinical AUDIT score for harmful drinking 76% 18% 4% 3% Zone 1 - Low risk (score 0-7) Zone 2 - Hazardous (Score 8-15) Zone 3 - Harmful (Score 16-19) Zone 4 - Dependency (Score 20 or hogher) Base: All Participants (2,294) | Source Ipsos MORI Most likely ‘low risk’ individuals are:  Female  Older  Higher wellbeing 15
  16. 16. Considering the AUDIT scores  Male  Younger  Lower levels of mental wellbeing  Drink for reasons relating to coping and conformity rather than being motivated by social or enhancement factors Who are most likely to drink in harmful ways? 16
  17. 17. Drinking to cope and to fit in Harmful drinking is more commonly associated with drinking for the purposes of coping and/or conforming. Drinking for these two purposes is higher amongst:  Individuals with higher AUDIT scores (which indicates more dangerous drinking behaviours)  Those that typically drink at increased and higher risk levels  Those who report lower levels of mental wellbeing Harmful drinking and motivation 17
  18. 18. Do people know they drink at harmful levels? One in five 22% of all drinkers think it is likely that they may have increased health problems in the future if they continue to drink at their current level One in five 20% of people who drink at harmful levels (AUDIT) think their drinking is unlikely to cause health problems More than one in three 37% of people with increasing or high risk levels of drinking think they drink safely:  They tend to be younger and male Awareness 18
  19. 19. What people say: 12% of drinkers would like guidance on moderation 18% of drinkers would like to cut back on their drinking Most likely to want to cut down are:  Heavy drinkers  Young adults Appetite for moderation support 19
  20. 20. 20 Tried moderation strategies and if they work 20 What people do to cut down Most (perceived) successful and most used strategies are:  Avoiding drinks on a school/work night (82% say this helps them drink less alcohol)  Setting a drinking limit (80%)  Alternating alcoholic with soft drinks (79%)  Staying off alcohol for a fixed amount of time (78%) Base Y axis: all participants | Base X axis: all who use each moderation method | Source Ipsos MORI 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 This helps me to drink less alcohol Drink smaller glasses/bottles of wine/beer Drink within the daily guidelines Avoid drinking on a work/school night Set myself a drinking limit Alternate alcoholic drinks with soft drinks/water Stay off alcohol for a fixed time period Avoid always having alcohol in the house Drink lower strength alcoholic drinks Record how much I am drinking Avoid being in a round of drinks
  21. 21. Trends and openness to change Trends in strategies’ popularity – among 45-65 year olds:  Recording drinking up from 9% in 2013 to 16% in 2014*  Using smaller glasses up from 31% in 2013 to 36% in 2014 Looking at moderation strategies people are not currently using, they appear to be most open to trying those that do not involve reducing the frequency of their drinking:  Drinking lower strength drinks (29%)  Drinking from smaller glasses (29%) * Note different wording used: 2013: ‘Keep a drink diary to monitor how much I am drinking’; 2014: ‘Record how much I am drinking’ Moderation 21
  22. 22. Different types of drinkers Preliminary findings: work in progress
  23. 23. How we found them.. We analysed the data  Factor analysis (based on 35 survey items)  Cluster analysis (based on 7 variables)  K-means clustering solution (identified 5 key variables) The groups were formed based on  Risk (i.e. Low/Increasing/High per unit guidelines)  Moderation techniques  Coping/Conformity motivations  Social/Enhancement motivations  Wellbeing  5 segments were formed  Size of smallest cluster 275 (17%)  Size of largest cluster 449 (23%)  Risk has the highest overall importance as a clustering variable, followed by moderation techniques Base: all drinkers We found five main groups of drinkers 23
  24. 24. 24 How they differ.. The five groups of drinkers Cluster 1 17% Cluster 2 23% Cluster 3 16% Cluster 4 21% Cluster 5 23% Low risk drinker, who mainly drinks for fun/enjoyment, and has a high-level of well-being Low risk drinker, with high- moderation activity, and average levels of well-being Increasing risk drinker, with poor well-being, who drinks primarily for coping/conformity reasons High risk drinker, with low levels of moderation activity, but with good self-reported level of well-being Low risk drinker, with low levels of moderation activity and relatively low levels of well-being 24
  25. 25. 25 How they compare The five groups of drinkers -1.5 -1 -0.5 0 0.5 1 1.5 2 Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 RISK Moderation techniques Coping/ Conformity Social/ Enhancement Well-being Low Risk/ +ve motivation / Good wellbeing Low Risk/ High Moderation Intermediate Risk/ -ive Motivation/ Poor wellbeing Low risk/ Low moderation High risk/ Low moderation/ Good wellbeing Cluster 1 20% Cluster 2 25% Cluster 3 12% Cluster 4 23% Cluster 5 20% 25
  26. 26. ‘Comfortable social drinkers’  95% in this group are low-risk drinkers; however, 15% have binged in the last 7 days.  This group are the second most likely to use moderation strategies; 96% currently moderate their drinking in some way.  This group scores highest on social motivations; 99% drink for social reasons. 95% drink for enhancement reasons.  59% drink 1-3 times a week; 8% drink 4 times a week or more often.  41% drink outside the home 1-3 times a month, while 22% do this every couple of months. Demographics  50% female, 50% male.  56% aged 35-64, and 25% (highest proportion across all segments) aged 25-34.  75% employed (highest proportion across all segments).  58% in ABC1 social grades (highest proportion across all segments).  This group has the best mental wellbeing on average. Cluster 1: who they are 26
  27. 27. ‘Controlled home drinkers’  The majority are infrequent drinkers; 40% drink once a month or less often, and 35% drink 2-4 times a month. Only 25% drink more than once a week.  This group are at the lowest risk, with 98% classed as low risk drinkers. Only 5% have binged in the last 7 days, and just 3% participate in drunken nights out.  People in this group are the most likely to use moderation strategies, with 100% currently using at least one method.  They are the least likely to drink for social reasons (59%), enhancement (53%) or coping (44%), and are also unlikely to drink for conformity reasons (39% do this). Demographics  61% female (highest proportion across all segments).  18% 65 or older (second highest proportion across all segments). 43% aged 45-64.  Lowest proportion of employed people; 60%. Highest proportion of retired people; 16%.  45% from C2DE social grades (joint second highest across all segments). Highest proportion with annual household incomes of £19,999 or less. Cluster 2: who they are 27
  28. 28. ‘Risky social and coping drinkers’  The majority are frequent drinkers. 77% drink once a week or more often. 39% drink 2-3 times a week and 21% drink 4 or more times a week. 38% drink outside the home at least once a week and 68% do so at least once a month.  This group scores second highest on risk, and includes the second highest proportions of increasing risk (36%) and high risk drinkers (five per cent).  83% in this group try to moderate their drinking in some way.  They are the most likely group to drink for coping and conformity reasons; 99% and 93% respectively do so. They also score highly on enhancement and social motivations (98% and 97% respectively). Demographics  52% male, 48% female.  Highest proportion of 18-24 year- olds; 24%. The vast majority in this segment (73%) are under 45.  Highest proportion (53%) from C2DE social grades. Highest proportion of students (11%) and people not currently in work (21%).  Lowest mental wellbeing of all segments. Cluster 3: who they are 28
  29. 29. ‘Self-contained moderate drinkers’  55% drink once a week or more often. 24% drink 1-3 times a month; 21% drink less often. 15% drink outside the home at least once a week; 47% do so less often than once a month.  Lowest on risk: 99% are low risk, 1% increasing risk. Unlikely to binge drink; 8% have done so in the last 7 days.  Least likely to moderate; 64% currently do so.  Least likely to drink for conformity reasons (35%) and low on coping (46%). Second lowest on social (66%) and enhancement (59%). Demographics  50% male, 50% female.  Highest proportion aged 65 and over; 20%. Even mix of all other age groups.  Predominantly ABC1 social grades (57%). Cluster 4: who they are 29
  30. 30. ‘Risky career drinkers’  Very frequent drinkers: 59% drink 4 or more times a week; 33% drink 2-3 times a week.  56% drink outside the home at least once a week. 32% do so more than once a week.  31% high risk drinkers, 69% increasing risk drinkers.  Relatively unlikely to moderate (second lowest across all segments); 78% do so in some way.  Relatively likely to drink for enhancement (91%), social (89%) and coping (78%) reasons. Demographics  The most male segment; 64%.  Primarily older people; 62% are over 45.  55% from ABC1 social grades.  High proportion with annual household incomes of £35,000 or higher (49%).  Highest proportion educated to degree level (40%).  Joint highest proportion married or living with partner; 78%. Cluster 5: who they are 30
  31. 31. Next steps Suggestions arising from the preliminary findings
  32. 32. Need to be looking at subgroups In order to effectively target and engage individuals we need to better understand subgroups within the five clusters We need to know better:  Who they are  How and where we can reach them  What they might be interested in in order to reduce harmful drinking We are undertaking further analysis and developing research collaborations to explore the data Great variation within groups 32
  33. 33. in progress… But our findings suggest some positive opportunities Work 33
  34. 34. What the findings tell us Moderation strategies can help:  Cluster 2 in particular are actively using moderation strategies – and it works! (they are low risk drinkers)  Can others learn from them? (in particular people in clusters 3 and 5) We may be able to reach harmful drinkers:  Among those who would welcome guidance on how to cut back (and would like to cut back) a higher proportion – 9% – continue to drink to get as drunk as possible Increased popularity of moderation strategies among 45-65 year olds:  Recording drinking up from 9% in 2013 to 16% in 2014  Using smaller glasses up from 31% in 2013 to 36% in 2014  Is it a growing trend? Opportunities for Drinkaware 34
  35. 35. Engagement opportunities Remember:  Almost 1 in 5 (18%) of drinkers would like to cut back on their drinking  More than 1 in 10 (12%) of drinkers would like guidance on moderation Thanks for listening Dr John Larsen Work to do 35