Adolescent audience segmentation on alcohol attitudes: A further exploration

Introduction:
In an earlier audience segmentation study, Dutch adolescents aged 12–18 years were segmented into five alcohol attitudes segments: ordinaries, high spirits, consciously sobers, ordinary sobers and socials. The current study explores several aspects of alcohol consumption and leisure activities for these five segments.
Methods:
Data were used from two studies, i.e. the aforementioned audience segmentation study and a large survey, the Brabant Youth Health Monitor (BYHM). Chi-square analysis was used to investigate overall statistically significant differences between segments per research question.
Results:
Results showed that high spirits bought alcohol themselves significantly more often than the other segments. Ordinary sobers got alcohol significantly more often from parents than high spirits, and socials more often than ordinaries and high spirits. The ordinaries and high spirits preferred to drink alcohol outside their own home, whereas the other three segments also drank at home with others. Finally, all segments preferred to drink alcohol with friends.
Conclusions:
The results of this study showed similarities and differences in the aspects of alcohol consumption and leisure activities between the five segments. This deeper insight offers starting points for developing tailored interventions for the different segments.
Keywords:Alcohol, attitudes, audience segmentation