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Attitudes and Alcohol March 2014

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Information about Attitudes and Alcohol March 2014
Marketing

Published on March 13, 2014

Author: amarach

Source: slideshare.net

Description

Irish attitudes towards alcohol, pubs, and the sponsorship of sports by alcohol brands. Plus: what will make them go back to the pub...
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March 2014 GON/LB S14-002 Attitudes to Giving Omnibus ResearchAttitudes & 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 2816 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 Image: http://yourawakenedself.com/tag/jacob-nordby/

Trends Report Maximize the Prize Call us on 01 410 5200 if you want maximize the prize in 2014: e. info@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch

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