1 EVALUATION PERCEPTION OF THE SITE Summary of opinion survey results and outlook March 2008.

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EVALUATION EVALUATION PERCEPTION OF THE SITE www.2340.frPERCEPTION OF THE SITE www.2340.fr

Summary of opinion survey resultsSummary of opinion survey resultsand outlookand outlook

March 2008March 2008

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Recap of the aims of 2340.fr:Recap of the aims of 2340.fr:

- - Develop awareness of WHO thresholds Develop awareness of WHO thresholds (moderation from an objective standpoint)(moderation from an objective standpoint)

- - Introduce the concept of alcohol units - AU Introduce the concept of alcohol units - AU (vs. standard glasses served by (vs. standard glasses served by cafés/hotels/restaurants).cafés/hotels/restaurants).

- - Encourage self-assessment Encourage self-assessment of individual consumption (personal responsibility)of individual consumption (personal responsibility)

Resources deployed:Resources deployed:

- A logo used by all the economic players in this sector A logo used by all the economic players in this sector - A website for purposes of information and assessmentA website for purposes of information and assessment- A press campaign explaining the website A press campaign explaining the website - Good page ranking on the WebGood page ranking on the Web

Continuous presence in the brands’ space Continuous presence in the brands’ space

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Review of number of visitors:Review of number of visitors:

Total number of visitorsTotal number of visitors :  : 93 426 visits93 426 visits since the launch in July 2007 since the launch in July 2007 AverageAverage: 10,000 visits per month : 10,000 visits per month Positive impact of efforts to improve Positive impact of efforts to improve page rankingpage ranking and and linkslinks since January 2008: since January 2008:

more than 35,000 visits per monthmore than 35,000 visits per month

Visits to 2340.fr website

3647

5082 4187

11043

171611654

35495

0

5000

10000

15000

20000

25000

30000

35000

40000

juil-07 aout-07

sept-07

oct-07 nov-07

dec-07

janv-08

Nu

mb

er o

f vi

sits

44

For the referring sites, 20 515 visits were generated by 667 different sourcesFor the referring sites, 20 515 visits were generated by 667 different sources

Queries most frequently typed in Google: Queries most frequently typed in Google:

- 2340- 2340- On-line breathalyzer- On-line breathalyzer- Excessive consumption- Excessive consumption- Alcohol level simulator- Alcohol level simulator- Alcohol unit- Alcohol unit

Traffic sources:Traffic sources:

Pages most frequently viewed by visitors:Pages most frequently viewed by visitors:

1.1. Home page Home page 2.2. Alcohol level simulator Alcohol level simulator 3.3. Alcohol unit calculator Alcohol unit calculator 4.4. What is an alcohol unit What is an alcohol unit 5.5. Low-risk consumption thresholdsLow-risk consumption thresholds  

Direct access 59,44%

Referring sites 21,96%

Search engines 18,59%

Other 0,02%

55

Objectives of the quality surveyObjectives of the quality survey

- - Assess the perceived quality, potential use and response received Assess the perceived quality, potential use and response received by a site set up by a site set up

for purposes of information and prevention.for purposes of information and prevention.

- - Evaluate understanding Evaluate understanding of the concepts of WHO thresholds and alcohol units.of the concepts of WHO thresholds and alcohol units.

- - Verify the quality of the siteVerify the quality of the site, in terms of content and ergonomics, to identify possible , in terms of content and ergonomics, to identify possible

areas of improvement.areas of improvement.

Methodology adopted:Methodology adopted:

- A web-based survey involving an access panel of a national representative sample of - A web-based survey involving an access panel of a national representative sample of

adults aged between 18 and 59, conducted between 17 and 21 December 2007.adults aged between 18 and 59, conducted between 17 and 21 December 2007.

- 315 interviewees said that they consumed alcohol at least occasionally.- 315 interviewees said that they consumed alcohol at least occasionally.

- Questionnaire in three parts: information sheet (selection based on consumption, sex, - Questionnaire in three parts: information sheet (selection based on consumption, sex,

age and region of residence), tour of the 2340 site, and a questionnaire lasting 8 minutes.age and region of residence), tour of the 2340 site, and a questionnaire lasting 8 minutes.

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Understanding the name of the siteUnderstanding the name of the site

‘‘Now that you have seen the site, what do you think the figures '2-3-4-0' stand for in the name of the site Now that you have seen the site, what do you think the figures '2-3-4-0' stand for in the name of the site '2340.fr' ? Give your answer below ...’'2340.fr' ? Give your answer below ...’

After interviewees had viewed the site in detail, the name ‘2340.fr’ was After interviewees had viewed the site in detail, the name ‘2340.fr’ was clearly clearly

understood:understood:

- 83% of interviewees were able to answer the question.- 83% of interviewees were able to answer the question.

- The answers, although more or less precise, were always pertinent.- The answers, although more or less precise, were always pertinent.

- The name was hardly ever wrongly understood.- The name was hardly ever wrongly understood.

- 31.8%: the number of alcohol units, 2, 3, 4 or 0 not to be exceeded31.8%: the number of alcohol units, 2, 3, 4 or 0 not to be exceeded- 32%: the number of alcohol units32%: the number of alcohol units- 6.6%: limits not to be exceeded6.6%: limits not to be exceeded- 5.1%: the number of glasses, amounts or alcoholic drinks5.1%: the number of glasses, amounts or alcoholic drinks

Detailed answers in terms of "alcohol units: 31.8%

2 alcohol units for w omen, 3 for men, 4 for occasional drinking, and 0 for high-risk situations and one day a w eek. 25.2%Number of alcohol units not to be exceeded, depending on w hether the person is a man, a w oman, or in an occasional or high-risk situation. 6.8%

Answers in terms of "Alcohol units" 32,0%Alcohol units w ithout further details. 14.5%

Alcohol units according to the type of person. 4,1%

Alcohol units depending on the situation. 1.3%

Alcohol units in four specif ic cases 0.4%Alcohol units depending on the category of person and the situation 6.1%

Alcohol units that can be consumed w ithout risk 3.1%

Number of alcohol units not to be exceeded 3,0%

Answers in terms of "limits" 6.6%

Alcohol limits not to be exceeded w ithout further details 2.2%

Alcohol limits depending on the situation. 0.6%

Alcohol limits depending on the person 1.4%

Alcohol limits depending on the situation and type of person. 2.4%Answers in terms of "glasses"/ "alcoholic drinks"/ "amounts of alcohol" 5.1%

Number of glasses w ithout further details 1,0%Maximum number of glasses for w omen, men, depending on the situation/occasion 0.9%2 glasses for w omen, 3 for men, 4 for occasional drinking and 0 for high-risk situations and one day a w eek. 1.1%

Number of alcoholic drinks/amounts/measures of alcohol. 2.2%

Don't know. 17.2%

Other 9.3%

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Assessment of the siteAssessment of the site

Q10 ‘Rank the site 2340.fr for its interest on a scale of 1 to 10: 1 if you find it totally lacking in interest 10 if you Q10 ‘Rank the site 2340.fr for its interest on a scale of 1 to 10: 1 if you find it totally lacking in interest 10 if you find it extremely interesting.find it extremely interesting.

The The overall assessment was strongly positiveoverall assessment was strongly positive, particularly among the people who are , particularly among the people who are

most concerned:most concerned:

Almost 6 people in 10 (score 7-10) said the site was interesting , Almost 6 people in 10 (score 7-10) said the site was interesting ,

and one-third of interviewees said it was very interesting (score 8-10) .and one-third of interviewees said it was very interesting (score 8-10) .

Women are more interested than men (66% vs. 51%)Women are more interested than men (66% vs. 51%)

The highest levels of interest (64% vs. an average of 59%) were seen among people who The highest levels of interest (64% vs. an average of 59%) were seen among people who

have an alcohol-related problem, either personally or with a family member.have an alcohol-related problem, either personally or with a family member.

Levels of interest were also high among "frequent consumers" of alcohol: 64% found theLevels of interest were also high among "frequent consumers" of alcohol: 64% found the

site interesting and 27% extremely interesting (score of 9 or 10). site interesting and 27% extremely interesting (score of 9 or 10).

Detailed assessment of the site after viewingDetailed assessment of the site after viewing

Q11. Rank the site on a scale of 1 to 10 for each statement. Would you say that the following is true… Q11. Rank the site on a scale of 1 to 10 for each statement. Would you say that the following is true…

The site is first and foremost The site is first and foremost useful, accessible and attractiveuseful, accessible and attractive. The information is . The information is clear clear with high with high levels of levels of perceived reliabilityperceived reliability . .

Views on the content are slightly more mixed as concerns the quantity, accuracy or "newness" of Views on the content are slightly more mixed as concerns the quantity, accuracy or "newness" of the information provided. the information provided.

7,66

7,47

7,36

7,36

7,22

6,94

6,91

6,78

6,76

6,62

6,57

5,00 5,50 6,00 6,50 7,00 7,50 8,00 8,50 9,00

Easy to use

Useful

Information easy to understand

Makes you want to read on

Reliable information

Pleasant to read

Makes you think

Gives sufficient information

Is well designed

Teaches you things

Precise information

Average score out of

10

60%

57%

61%

63%

62%

62%

65%

71%

73%

72%

76%

88

Score 7 -10

99

Summary of the assessment and overall level of interest Summary of the assessment and overall level of interest

The site 2340.fr is considered as highly attractive by the broad population studied as part of this The site 2340.fr is considered as highly attractive by the broad population studied as part of this survey (90% of the population aged between 18 and 69):survey (90% of the population aged between 18 and 69):

- 59% of the population consider the site to be interesting. This is a very high proportion given that - 59% of the population consider the site to be interesting. This is a very high proportion given that only only

11% say that they are personally concerned by their own alcohol consumption, and 58% consume 11% say that they are personally concerned by their own alcohol consumption, and 58% consume alcohol only one day a week at most. alcohol only one day a week at most.

- Its main characteristics – useful and easy-to-use content – are recognised by more than 7 - Its main characteristics – useful and easy-to-use content – are recognised by more than 7 interviewees in 10. interviewees in 10.

- The site 2340.fr is also seen as attractive ("makes you want to read on") with information that is - The site 2340.fr is also seen as attractive ("makes you want to read on") with information that is understandable.understandable.

- The potential for improvement lies in expanding the content and making the information more - The potential for improvement lies in expanding the content and making the information more precise.precise.

- The value of the site is highlighted by its ability to reach frequent drinkers (a "useful" site that - The value of the site is highlighted by its ability to reach frequent drinkers (a "useful" site that "makes "makes

you think"). you think").

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Perceived interest of site pagesPerceived interest of site pages

Q25 ‘For each page on the site, state whether you personally found the information interestingQ25 ‘For each page on the site, state whether you personally found the information interesting

The information in the various sections is considered as interesting. The information in the various sections is considered as interesting. Logically, figures were slightly lower for the pages '2340 campaign’ and ‘Who are we?’.Logically, figures were slightly lower for the pages '2340 campaign’ and ‘Who are we?’.

55 31 9 2 3

55 32 8 2 4

48 40 7 2 3

47 41 9 1 2

45 43 7 2 3

43 44 6 3 3

43 40 13 2 2

26 47 19 4 5

22 43 20 6 9

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Effects of alcohol at the wheel

Alcohol and pregnancy

Assessing alcohol units

High risk situations

Risk limits on consumation

What is an alcohol limit

Avoiding excessive drinking

2340 Campaign

Who are you?

Very interesting Fairly interesting Not very interesting Not at all interesting Don't know

jj

1111

Information that is clear and easy to understand Information that is clear and easy to understand

Q26 ‘For each page on the site, say whether you personally found the information clear and easy to understand'Q26 ‘For each page on the site, say whether you personally found the information clear and easy to understand'

None of the pages involved problems of clarity/understanding. A small number of intervieweesNone of the pages involved problems of clarity/understanding. A small number of interviewees(12%) said that the information on assessing alcohol units lacked clarity and was not easy to (12%) said that the information on assessing alcohol units lacked clarity and was not easy to understand.understand.

There is probably room for improvement in making content 'very clear and understandable' (as There is probably room for improvement in making content 'very clear and understandable' (as compared to 'fairly').compared to 'fairly').

61 33 21 4

61 32 4 0 3

59 36 3 12

54 40 3 1 2

53 40 5 2 1

51 40 7 12

47 40 9 3 1

47 37 6 2 8

43 42 8 2 5

0% 20% 40% 60% 80% 100%

Effects of alcohol at the wheel

High-risk situations

What is an alcohol unit?

Risk limits on consumption

Assessing alcohol units

Who are we?

2340 campaign

Very Fairly Not very Not at all Don't know

Avoiding excessive drinking

Alcohol and pregnancy

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Summary of the overall interest and clarity of pagesSummary of the overall interest and clarity of pages

The site pages were considered to be very interesting, including the pages relating to the campaign The site pages were considered to be very interesting, including the pages relating to the campaign

and site promoters.and site promoters.

The site was considered to be clear and understandable overall, although there is room for The site was considered to be clear and understandable overall, although there is room for

improvement.improvement.

Levels of interest were particularly high (proportion of 'very interesting' scores) for concrete Levels of interest were particularly high (proportion of 'very interesting' scores) for concrete situations, such as ‘high-risk situations’, ‘alcohol at the wheel’ or ‘alcohol and pregnancy’.situations, such as ‘high-risk situations’, ‘alcohol at the wheel’ or ‘alcohol and pregnancy’.

The highest levels of interest were observed among the most frequent consumers (four days and The highest levels of interest were observed among the most frequent consumers (four days and more a week) and among people facing a worrying situation personally or in relation to a family more a week) and among people facing a worrying situation personally or in relation to a family member.member.

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Impact on behaviourImpact on behaviour

‘‘Say whether you agree with the following statements:Say whether you agree with the following statements:

- After viewing this site, consumers will be more vigilant regarding their alcohol consumption- After viewing this site, consumers will be more vigilant regarding their alcohol consumption

- After viewing this site, I will be more vigilant regarding my own alcohol consumption- After viewing this site, I will be more vigilant regarding my own alcohol consumption

Interviewees believe that the site will have a strong impact on behaviour: Interviewees believe that the site will have a strong impact on behaviour:

61% say that after viewing the site 61% say that after viewing the site ‘consumers will be more vigilant regarding their alcohol ‘consumers will be more vigilant regarding their alcohol

consumption’ consumption’ - although levels of confidence vary (13% fully agree),- although levels of confidence vary (13% fully agree),

56% say that 56% say that ‘'I will be more vigilant regarding my own alcohol consumption’ ; ‘'I will be more vigilant regarding my own alcohol consumption’ ; 20% fully agree.20% fully agree.

Increased vigilance of consumers

13.1%

47.4%

28.0%

4.9%

5.8%

Fullyagree

Mostly agree

Mostlydisagree

Completelydisagree

Don't know

Increased personal vigilance

26.2%

20.4%

6.7%

10.8%

35.1%

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Image and credibility of the siteImage and credibility of the site

Q14- This site was set up by the main companies in the alcoholic drinks sector and by professional associations from this sector. Q14- This site was set up by the main companies in the alcoholic drinks sector and by professional associations from this sector. Would you say that their objective is first and foremost…Would you say that their objective is first and foremost…- To encourage people to drink alcohol- To encourage people to drink alcohol- To make people more responsible in terms of alcohol consumption - To make people more responsible in terms of alcohol consumption

Interviewees fully understood the role of the site, since Interviewees fully understood the role of the site, since 92%92% said that, although the site was created said that, although the site was created by by

alcohol manufacturers, its alcohol manufacturers, its objective was to 'make people more responsibleobjective was to 'make people more responsible concerning their concerning their

alcohol consumption'. Only 7% thought that the objective was to 'encourage people to drink alcohol'.alcohol consumption'. Only 7% thought that the objective was to 'encourage people to drink alcohol'.

Intentions concerning recommendationIntentions concerning recommendation

Reflecting the globally positive response to the site, interviewees expressed Reflecting the globally positive response to the site, interviewees expressed particularly strong particularly strong

intentions concerning recommendationintentions concerning recommendation::

Three-quarters of interviewees would recommend the site to friends and family and 24% were Three-quarters of interviewees would recommend the site to friends and family and 24% were

'certain' to do so.'certain' to do so.

Women are more likely to recommend the site than men (78% vs. 67%).

People in lower social classes are more likely (79%) to recommend the site than people in higher social classes (68%) and people who are not in employment (72%).

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Main suggestions for improvementMain suggestions for improvement

The improvements most likely to make the site more interesting and attractive The improvements most likely to make the site more interesting and attractive

seem to be:seem to be:

Concerning the content:Concerning the content: Richer and more detailed information, but without adding more text to the Richer and more detailed information, but without adding more text to the

page layout. 'Find out more' buttons? page layout. 'Find out more' buttons? Give more examples / illustrate through concrete situationsGive more examples / illustrate through concrete situations

Concerning the form:Concerning the form: More dynamic page layout with animations and possible access to videos.More dynamic page layout with animations and possible access to videos. More ergonomic AU calculator.More ergonomic AU calculator. Better visibility of the online breathalyzer.Better visibility of the online breathalyzer.

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Potential of the 2340.fr site: Potential of the 2340.fr site:

The site www.2340.fr has been proved to be:The site www.2340.fr has been proved to be:

EfficientEfficient: Visitors will be more vigilant concerning their alcohol consumption.: Visitors will be more vigilant concerning their alcohol consumption.

CredibleCredible: The origins of the site, even though clearly declared, do not harm its : The origins of the site, even though clearly declared, do not harm its credibility.credibility.

OriginalOriginal: Most web consumers do not know of similar sites.: Most web consumers do not know of similar sites.

Able to build loyaltyAble to build loyalty: Once people know about the site, they plan to come back from : Once people know about the site, they plan to come back from time to time.time to time.

With a buzzWith a buzz: This is a site to be recommended.: This is a site to be recommended.