1. MOBILE RESEARCH: Young
Adults Drinking Behavioural Study
MARK BRECHIN // MINTEL
LIAM CORCORAN // FLY RESEARCH

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

3. 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.

4. 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.

5. HOW DID WE DO IT:
 Surveys were completed using the mobile web and online.
424 young adults (18-24)
186 completed the entire 7 days of
(recruited online and by
mobile web to take part in the drinking study, in situ, on
mobile web diary) mobile web

6. What did we learn?

7. 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).

8. 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!

9. AGENDA
AGENDA
1. RESEARCH OBJECTIVES
2. METHODOLOGY &
TROUBLESHOOTING
3. KEY FINDINGS
KEY FINDINGS
4. WHY USE MOBILE PHONE FOR
RESEARCH
5. LEARNING POINTS

10. 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.

11. 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.

12. DRINKING BEHAVIOUR:
30
 8 out of 10 young adults drink with
friends, partner or family. 25
 At the time of being interviewed, drinking at 20
home or round at a friend’s is more popular
than going out to a bar, pub or club because 15
it’s cheaper.
10
 6 in 10 claim not to binge-drink, yet,
5
 almost half (48%) admit they have drunk
0
between 7 and 10 drinks in a session in the
last month
 25% admit drinking more than 10 drinks in a
At home/ mate's Out (pub/ club/ bar)
night in the last month

13. WHY USE MOBILE PHONE FOR
RESEARCH

14. 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.

15. ANY QUESTIONS?
CONTACT US:
MBrechin@mintel.com
liamc@flyresearch.com
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