Insights on Alcohol Consumption and Water Safety Awareness in Ireland
Research conducted in August 2012 by MOD/PK S12-226 for Drink Aware presented findings on Irish adults' understanding of alcohol consumption and water safety. The study included a sample of 1,002 participants and highlighted behaviors related to alcohol intake and water-based activities. Results indicated a need for increased awareness, particularly among younger adults and males regarding the risks associated with drinking and engaging in water activities.
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Drink Aware Water Safety Research A Presentation Prepared For Drink Aware August 2012 By MOD/PK S12-226
2 Research Methodology A number of questions were placed on the Am rach Research July omnibus to measure Irish people s understanding of alcohol consumption and water safety. The findings are to be used as part of a benchmark to determine if the message is getting through. The omnibus survey is a syndicated survey whereby clients can include questions within the survey. A total sample of 1,002 was achieved with quotas set on gender, age, social class and region to achieve a sample aligned with national population. Due to the high proliferation of the internet among the Irish population, the Am rach Research omnibus is completed fully online. Interviewing fieldwork dates were July 23rd 30th.
3 Profile of Sample (Base: All Adults 16+ 1,002) % % % % Under 25 17 Dublin 28 ABC1/ F50+ Male 48 49 25-34 22 Rest of Leinster 26 35-44 19 45-54 16 Munster 28 C2DE/ F50- Female 52 51 55+ Conn- aught /Ulster 26 18 Quotas were applied to achieve a sample aligned with the population of Irish adults.
4 Alcohol Consumption & Water-Based Activity in the Past Two Years (Base: All adults aged 16+ - 1,002) Gender Region % % % 9 5 8 5 6+ times 2-5 times Male Dublin 32 31 27% Female ROL 2-3 times Once 22 27 Age Munster 24 16-24 Conn/Ulster 39 24 25-34 Social Class 35 73 Never 35-44 ABC1F50+ 29 25 45-54 C2DEF50- 21 28 55+ 14 Just over 1 in 4 Irish adults have engaged in water-based activities within four hours of consuming at least 4 units of alcohol. Higher among the younger adults and males . (Q1)
5 Alcohol Consumption & Water-Based Activity in the Past Two Years (Base: All adults aged 16+ - 1,002) Gender Region % % % No wait at all Less than 1 hr 4 3 7% Male Dublin 10 8 1 hour 18 Female ROL 3 3 Age Munster 8 1-2 hours 21 16-24 Conn/Ulster 8 6 2-3 hours 7% 12 25-34 Social Class 9 3-6 hours 11 35-44 ABC1F50+ 5 5 6-12 hours 10 45-54 C2DEF50- 5 8 >12 hours 15 55+ 5 Don t know 6 1 in 5 aware of hour wait, with small group believing the wait to be less than an hour males and the younger age cohorts believing they are good to go in less than an hour. (Q2)
6 Alcohol Consumption & Water-Based Activity in the Past Two Years (Base: All adults aged 16+ - 1,002) Gender Region % % Boat Male Dublin 70 73 % Same Little greater Lot greater Female ROL 79 75 4% Age Munster 77 3% 10% Lot greater 16-24 Conn/Ulster 67 74 75% 8% Little greater Car 25-34 Social Class 70 35-44 ABC1F50+ 81 73 45-54 C2DEF50- 81 76 55+ 75 3 in 4 believe that the risks associated with driving a car are on a par with driving a boat after consuming alcohol. Females and older cohorts most likely to hold this belief. (Q3)
7 Positive Effect of Slogan Never ever Drink and Dive or Swim or Sail (Base: All adults aged 16+ - 1,002) Gender Region % % % Male Dublin 82 84 83% Female ROL 84 81 Strongly Agree Age Munster 83 64 16-24 Conn/Ulster 76 84 25-34 Social Class 84 35-44 ABC1F50+ 83 85 Slightly Agree 19 45-54 C2DEF50- 84 80 Neither/Nor Slightly Disagree 7 3 61 55+ 86 Strongly Disagree Don t know Over 4 in 5 feel that this slogan would make them reconsider engaging in water-based activities after consuming alcohol. (Q4)
