Drinkaware monitor presentation

Drinkaware Monitor 2014Drinking attitudes and

behaviours in the UKDr John LarsenDirector of

Evidence and Impact

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Evidence and ImpactDrinkaware 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

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Research and Impact 2015Priorities 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

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the talkSurvey tool – what is it for?Drinking among adults in the UKDifferent types of adult drinkersNext steps and the role for Drinkaware

Plan for

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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

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Making it fit for purposeSince 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

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Contributing to recognised researchAdults

Problem drinkingAUDIT assessment tool

Drinking motivationsDrinking Motivations Questionnaire Revised Short Form (DMQ-R SF)

Assessing harm from alcoholGENACIS CORE ‘consequences’ questions

Mental wellbeingShort Warwick and Edinburgh Mental Well-Being Score (SWEMWBS)

Young people

Problem drinking or drug useCRAFFT screening tool

Drinking motivationsDrinking Motivations Questionnaire Revised Short Form (DMQ-R SF)

Mental wellbeingShort Warwick and Edinburgh Mental Well-Being Score (SWEMWBS)

Standardised tools

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data

Data collection by Ipsos MORI in November and completed on 10th December 2014

Online panel

UK representative sample:2,294 interviews with 18-75s813 interviews with parents754 interviews with 10-17s

2014

Preliminary findings: adultsA full analysis and report

will be published in May 2014

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in the UK drink?How often do adults

0%

5%

10%

15%

20%

25%

30%

8%11%

26%

14%11%

5% 6% 5%3%

11%

At least once a week: 60% At least once a year: 87%

Source: Ipsos MORI

6 or more times a week

4 to 5times a week

2 to 3times 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

1111

Different drinking motivationsWhy do people drink?

How often would you say you drink for the following reasons?At least some of the time..

Because it makes social gatherings more funBecause it helps you to enjoy a party

Because it's funBecause you like the feeling

Because it improves parties and celebrationsTo cheer you up when you are in a bad mood

To get a buzzTo 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 outTo be liked

72%69%

67%67%68%

53%51%

45%44%

43%37%

28%

Social Enhancement Coping Conformity

The most common reasons relate to ‘social’ or ‘enhancement’ values

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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

25-44year olds

45-65year olds

Changing drinking trends

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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 <21Increasing risk: F 15-35, M 21-50Higher risk: F >35, M >50

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18-24 year olds

45-65year olds

Typically exceeding the weekly guidelines

19%one in five

Down from 26% in 2012Was also 19% in 2013

32%one in three

Up from 26% in 2013

More older people drink too much

Base: All adults surveyed

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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

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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?

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Drinking to cope and to fit inHarmful 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

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Do people know they drink at harmful levels?

One in five22% 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 five20% of people who drink at harmful levels (AUDIT) think their drinking is unlikely to cause health problems

More than one in three37% of people with increasing or high risk levels of drinking think they drink safely: They tend to be younger and male

Awareness

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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

2020

Tried moderation strategies and if they work

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 85This 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 havingalcohol in the house Drink lower strength

alcoholic drinks

Record how much I am drinking

Avoid being in a round of drinks

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Trends and openness to changeTrends 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

Different types of drinkersPreliminary findings:

work in progress

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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

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How they differ..The five groups of drinkers

Cluster 117%

Cluster 223%

Cluster 316%

Cluster 421%

Cluster 523%

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

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How they compareThe five groups of drinkers

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5-1.5

-1

-0.5

0

0.5

1

1.5

2

RISK Moderation techniques Coping/ ConformitySocial/ EnhancementWell-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 120%

Cluster 225%

Cluster 312%

Cluster 423%

Cluster 520%

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‘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

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‘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.


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‘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.


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‘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%).


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‘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%.


Next stepsSuggestions arising from

the preliminary findings

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Need to be looking at subgroupsIn 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

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in progress…

But our findings suggest some positive opportunities

Work

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What the findings tell usModeration 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

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Engagement opportunitiesRemember: 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 listeningDr John [email protected]

Work to do

Drinkaware monitor presentation

Data & Analytics