At 10pm every night for a week, young adults aged 18-24 were sent an SMS message link to a mobile survey on their drinking behaviour that day. Keep questions short and succinct. We focused on drinking behaviour right now and earlier as follows: Right now, are you drinking alcohol & where are you?Earlier on, were you drinking alcohol & where were you drinking?Who are you drinking with?Why are you drinking a particular drink at the moment?Getting drunk is…? (Just on Friday and Saturday surveys).Questions can be very time specific.
Need to remind respondents to complete diary every day. Historically age group is difficult audience to reach. Rapid results. Tables delivered day after fieldwork completed. Decided to use drinks as a measure of drinking instead of units of alcohol as a straw poll suggested knowledge of units was sketchy.Keep them interested in survey. Forexample ask fun stuff like star sign or extrovert.keep respondents sweet Respondents were rewarded with pointsworth £2.50 for completing all 7days of the mobile survey.
The most popular day to drink is, unsurprisingly, a Saturday when over three quarters of young adults typically drink. The least favourite day to drink is a Tuesday when only 12% typically drink. Despite what everyone thinks about young adults only 10% drink on 4 or more nights of the week The mobile survey adds crucial information about the immediate drinking behaviour of young adults.28% of young adults were drinking on theirown now on a Thursday v 10% on a SaturdayYoung adults become less adventurous withalcoholic drinks on a Sunday with 57%drinking a particular drink right because… “I always drink it”
MRS Mobile Conference
MOBILE RESEARCH: Young
Adults Drinking Behavioural Study
MARK BRECHIN // MINTEL
LIAM CORCORAN // FLY RESEARCH
A MODERN AND COST EFFECTIVE
SOLUTION TO “REAL TIME” DIARY
RESEARCH AMONG A “DIFFICULT”
WANTED TO INVESTIGATE :
The dynamics of young people’s
drinking behaviour (where, when, who
with, what, how much, how did this
Attitudes towards getting drunk.
In real time, unclouded by morning after
WHY USE THE MOBILE WEB:
In situ interviewing, current
Text message invite, direct link to
High response rate.
More accurate information.
HOW DID WE DO IT:
Surveys were completed using the mobile web and online.
424 young adults (18-24)
186 completed the entire 7 days of
(recruited online and by
mobile web to take part in the drinking study, in situ, on
mobile web diary) mobile web
FOR BEST RESULTS: KEEP IT SHORT AND
10pm every night for a week, young adults aged 18-24 were sent an SMS
message link to a mobile survey about their drinking behaviour that day.
Right now, are you drinking alcohol & where are you?
Earlier on, were you drinking alcohol & where were you
Who are you drinking with?
Why are you drinking a particular drink at the moment?
Getting drunk is.....? (Attitudes to getting drunk just on
Friday and Saturday surveys).
IT’S IMPORTANT TO KEEP THEM ENGAGED:
Historically, a difficult audience to reach and motivate
Make it easy for them.
Send reminders to non-completers every day.
Simplify the questions.
Incentivise for completing the full set of surveys.
Gave us what we wanted.
Data delivered the day after fieldwork completed.
Keep them interested in survey!
Keep respondents sweet!
1. RESEARCH OBJECTIVES
2. METHODOLOGY &
3. KEY FINDINGS
4. WHY USE MOBILE PHONE FOR
5. LEARNING POINTS
FRIDAY NIGHT IS DRINKING NIGHT:
The mobile survey adds crucial information about the
immediate drinking behaviour of young adults.
Findings suggest that Friday night is the most popular
night to drink.
On the whole young people are not as drink-centric as
you might expect.
Only just over four in ten will be drinking alcohol.
THE VAST MAJORITY OF YOUNG ADULTS CONSUME
LESS THAN 6 DRINKS A NIGHT:
A typical night’s drinking consists of 5.2 alcoholic drinks.
Lager is the top tipple amongst young alcohol drinkers.
Young adults are more likely to mix drinks at the weekend.
Consumption of spirits is significantly higher on Fridays and
Just under 1 in 10 young adults consume more than 10 drinks
on a typical night out.
8 out of 10 young adults drink with
friends, partner or family. 25
At the time of being interviewed, drinking at 20
home or round at a friend’s is more popular
than going out to a bar, pub or club because 15
6 in 10 claim not to binge-drink, yet,
almost half (48%) admit they have drunk
between 7 and 10 drinks in a session in the
25% admit drinking more than 10 drinks in a
At home/ mate's Out (pub/ club/ bar)
night in the last month
WHY USE MOBILE PHONE FOR RESEARCH:
The phone is always with them.
It’s a device that they communicate with everyday.
It provides richness to surveys (MMS Video’s / Photo’s).
It increased the response rates of surveys, typically 50% with 24
60% response rate when using our own mobile panel.
20% response rate when sending out surveys to a cold sample.
Incentives are key.
Make the reward relevant.
Keep questionnaires short.
MINTEL IS AN INDEPENDENT PROVIDER OF LEADING MARKET
INTELLIGENCE, DELIVERING ROBUST INFORMATION, ANALYSIS AND
FLY RESEARCH IS A BESPOKE RESEARCH AGENCY,
USING THE LATEST MOBILE & ONLINE TECHNOLOGY