MOBILE RESEARCH: Young Adults Drinking Behavioural Study

MARK BRECHIN // MINTELLIAM CORCORAN // FLY RESEARCH

AGENDA

A MODERN AND COST EFFECTIVE SOLUTION TO “REAL TIME” DIARY RESEARCH AMONG A “DIFFICULT” AUDIENCE

WANTED TO INVESTIGATE :

The dynamics of young people’s drinking behaviour (where, when, who with, what, how much, how did this change?).

Attitudes towards getting drunk.

In real time, unclouded by morning after recollection.

WHY USE THE MOBILE WEB:

In situ interviewing, current behaviour.

Text message invite, direct link to survey.

High response rate.

More accurate information.

Faster turnaround.

Surveys were completed using the mobile web and online.

HOW DID WE DO IT:

424 young adults (18-24)(recruited online and by mobile web to take part in mobile web diary)

186 completed the entire 7 days of the drinking study, in situ, on mobile web

What did we learn?

FOR BEST RESULTS: KEEP IT SHORT AND SIMPLE

10pm every night for a week, young adults aged 18-24 were sent an SMS

message link to a mobile survey about their drinking behaviour that day.

QUESTIONS ASKED:

Right now, are you drinking alcohol & where are you?

Earlier on, were you drinking alcohol & where were you

drinking?

Who are you drinking with?

Why are you drinking a particular drink at the moment?

Getting drunk is.....? (Attitudes to getting drunk just on

Friday and Saturday surveys).

IT’S IMPORTANT TO KEEP THEM ENGAGED:

Historically, a difficult audience to reach and motivate

Make it easy for them.

Send reminders to non-completers every day.

Simplify the questions.

Incentivise for completing the full set of surveys.

Gave us what we wanted.

Data delivered the day after fieldwork completed.

Keep them interested in survey!

Keep respondents sweet!

AGENDAAGENDA

1. RESEARCH OBJECTIVES2. METHODOLOGY &

TROUBLESHOOTING

3. KEY FINDINGS

4. WHY USE MOBILE PHONE FOR RESEARCH

5. LEARNING POINTS

KEY FINDINGS

FRIDAY NIGHT IS DRINKING NIGHT: The mobile survey adds crucial information about the

immediate drinking behaviour of young adults.

Findings suggest that Friday night is the most popular

night to drink.

On the whole young people are not as drink-centric as

you might expect.

Only just over four in ten will be drinking alcohol.

THE VAST MAJORITY OF YOUNG ADULTS CONSUME LESS THAN 6 DRINKS A NIGHT: A typical night’s drinking consists of 5.2 alcoholic drinks.

Lager is the top tipple amongst young alcohol drinkers.

Young adults are more likely to mix drinks at the weekend.

Consumption of spirits is significantly higher on Fridays and

Saturdays.

Just under 1 in 10 young adults consume more than 10 drinks

on a typical night out.

DRINKING BEHAVIOUR:

Thursd

ayFri

day

Saturd

ay

Sunday

Monday

Tuesd

ay

Wednesd

ay0

5

10

15

20

25

30

At home/ mate's Out (pub/ club/ bar)

8 out of 10 young adults drink with friends, partner or family.

At the time of being interviewed, drinking at home or round at a friend’s is more popular than going out to a bar, pub or club because it’s cheaper.

6 in 10 claim not to binge-drink, yet,

almost half (48%) admit they have drunk between 7 and 10 drinks in a session in the last month

25% admit drinking more than 10 drinks in a night in the last month

WHY USE MOBILE PHONE FOR RESEARCH

WHY USE MOBILE PHONE FOR RESEARCH: The phone is always with them.

It’s a device that they communicate with everyday.

It provides richness to surveys (MMS Video’s / Photo’s).

It increased the response rates of surveys, typically 50% with 24 hours.

60% response rate when using our own mobile panel.

20% response rate when sending out surveys to a cold sample.

Incentives are key.

Make the reward relevant.

Keep questionnaires short.

ANY QUESTIONS? CONTACT US:

MBrechin@mintel.com

liamc@flyresearch.com

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