Attitudes and Alcohol March 2014
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Transcript of Attitudes and Alcohol March 2014
March 2014
GON/LB
S14-002
Attitudes to Giving
Omnibus Research
Attitudes & Alcohol an Amárach briefing
with Drinks Industry Ireland
March 2014
2 © Amárach Research, 2014
Drinks Industry Ireland
These findings are based on a joint study
between Amárach Research and
Drinks Industry Ireland.
You can read more about the findings here:
http://www.drinksindustryireland.ie/article.aspx?id=4830
3 © Amárach Research, 2014
A number of questions were placed on the Amárach omnibus in
February, developed with Drinks Industry Ireland.
A total sample of 1,001 was achieved with quotas set on gender,
age, social class and region to achieve a sample aligned with
national population. Over 80% of Irish adults use the internet,
so the Amárach Research omnibus is completed fully online.
Alcohol related questions were only asked of over 18s (n=994).
Interviewing fieldwork dates were 11th – 18th February 2014
Research Background
4 © Amárach Research, 2014
Sample Profile
Male
Gender Age Social Class Region
% % % %
Female
16-24
35-44
ABC1 F50+
C2DE F50-
Dublin
Rest of Leinster
Munster
Conn/ Ulster
25-34
(Base: All Irish adults – 1,001)
55+
49
17
48
28
51
22
52
26
19
28 16
18 26
45-54
MAIN FINDINGS
6 © Amárach Research, 2014
Frequency of Drinking Any Alcohol
Base:
over 18s All Male Female
18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN ABC1
F50+
C2DE
F50-
2-3 times a
week 25% 31% 18% 9% 16% 27% 26% 39% 28% 29% 20%
Once a week 32% 32% 31% 34% 31% 37% 33% 26% 31% 32% 31%
Once a month 18% 16% 19% 31% 24% 15% 12% 10% 19% 18% 17%
Once every
few months 13% 8% 18% 19% 13% 13% 13% 10% 8% 9% 17%
I don’t drink
alcohol 13% 13% 13% 7% 16% 9% 16% 16% 14% 12% 15%
Q. How often do you typically drink alcohol?
7 © Amárach Research, 2014
Pub Going
Base: over
18s who
drink alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN ABC1
F50+
C2DE
F50-
More often 6% 6% 5% 16% 5% 5% 1% 2% 4% 5% 6%
The same
amount 35% 37% 34% 39% 34% 31% 37% 37% 38% 41% 30%
Less often 44% 46% 42% 37% 55% 48% 40% 38% 44% 42% 45%
Never go to
the pub 16% 12% 19% 8% 7% 16% 22% 23% 14% 12% 19%
Q. Compared to last year how often do you think you will go to the pub over
the coming year?
8 © Amárach Research, 2014
Big Night In
Base: over
18s who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Stay home
and watch
TV or sport
59% 61% 57% 56% 58% 69% 48% 60% 58% 58% 60%
Shopping 33% 28% 38% 45% 33% 31% 28% 29% 37% 37% 29%
Go out for a
meal 31% 26% 34% 37% 33% 29% 22% 30% 38% 35% 26%
Go to the
cinema or
theatre or
concert
30% 25% 35% 48% 38% 26% 21% 20% 38% 32% 28%
Go to the pub 23% 29% 16% 26% 21% 23% 23% 21% 24% 24% 21%
Q. Which of the following do you typically do for fun over the weekend?
Select all that apply
9 © Amárach Research, 2014
Sponsorship Fans
Base: over
18s who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Strongly
disagree 11% 11% 10% 7% 12% 8% 11% 13% 10% 12% 9%
Disagree 12% 10% 14% 13% 14% 12% 10% 11% 13% 12% 12%
Neither/Nor 31% 25% 38% 38% 25% 34% 34% 30% 32% 29% 33%
Agree 32% 33% 32% 33% 32% 34% 30% 33% 29% 32% 33%
Strongly
agree 14% 21% 6% 10% 18% 12% 15% 12% 16% 15% 12%
Q. To what extent do you agree with the following statements?
Drinks companies should continue to sponsor sporting events in Ireland
10 © Amárach Research, 2014
Driving Drink
Base: over
18s who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Strongly
disagree 14% 17% 10% 10% 15% 16% 15% 12% 15% 15% 13%
Disagree 27% 27% 27% 23% 24% 27% 31% 30% 22% 26% 28%
Neither/Nor 26% 23% 29% 25% 27% 23% 30% 26% 26% 25% 28%
Agree 23% 23% 24% 30% 25% 25% 18% 21% 27% 24% 23%
Strongly
agree 9% 9% 10% 12% 10% 8% 6% 10% 11% 10% 9%
Q. To what extent do you agree with the following statements?
Sponsorship of sporting events by alcohol companies leads to an increase
in alcohol consumption by fans of various sports
11 © Amárach Research, 2014
Brand Fans
Base: over
18s who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Strongly
disagree 7% 8% 6% 7% 7% 8% 11% 4% 9% 7% 7%
Disagree 17% 18% 16% 12% 14% 18% 18% 21% 16% 18% 16%
Neither/Nor 39% 35% 41% 32% 39% 42% 40% 39% 37% 36% 41%
Agree 31% 33% 30% 41% 32% 28% 27% 30% 35% 33% 30%
Strongly
agree 6% 6% 6% 8% 7% 4% 4% 7% 4% 6% 6%
Q. To what extent do you agree with the following statements?
Sponsorship of sporting events by alcohol companies leads to brand loyalty
towards that drinks company
12 © Amárach Research, 2014
Unintended Consequences
Base: over
18s who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
More often 10% 12% 7% 18% 12% 9% 5% 6% 9% 11% 8%
The same
amount 56% 59% 54% 50% 57% 55% 60% 59% 56% 60% 53%
Less often 17% 16% 17% 24% 23% 17% 11% 9% 20% 15% 19%
Never go to
the pub 17% 12% 22% 9% 8% 19% 24% 26% 15% 14% 20%
Q. If the price of alcohol rose in supermarkets significantly do you think you
would go to the pub more or less often?
13 © Amárach Research, 2014
Pub Futures 1
Base: over 18s
who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Reduction in
the price of
drinks
60% 68% 52% 70% 64% 65% 62% 44% 64% 61% 59%
More
entertainment 34% 27% 41% 49% 41% 30% 32% 22% 27% 32% 36%
Better
selection of
food
22% 22% 22% 26% 22% 20% 15% 26% 27% 25% 20%
Better
facilities 22% 23% 21% 27% 22% 21% 18% 20% 21% 24% 19%
Q. What would make you go to the pub more often over the coming year?
Select all that apply
14 © Amárach Research, 2014
Pub Futures 2
Base: over 18s
who drink
alcohol
ALL Male Female 18-
24
25-
34
35-
44
45-
54 55+
DUB
LIN
ABC1
F50+
C2DE
F50-
Better selection
of drinks 15% 16% 13% 29% 18% 14% 7% 7% 15% 18% 12%
Longer opening
hours 13% 15% 11% 25% 20% 15% 2% 2% 13% 13% 12%
More live sport 10% 18% 3% 9% 19% 10% 5% 8% 11% 11% 10%
Transport
Home 1% 1% 1% 0 1% 1% 1% 2% 1% 1% 1%
Don’t like pubs
so wouldn’t go 16% 12% 19% 9% 13% 13% 18% 23% 15% 14% 17%
Q. What would make you go to the pub more often over the coming year?
Select all that apply
Drivers & Drinking
we ask the right questions
so you get the right answers
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Trends Report
Maximize the Prize Call us on 01 410 5200 if you want
maximize the prize in 2014:
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch