Adolescents and alcohol: an explorative audience segmentation analysis

BMC Public Health

Ien van de Goor¹  Marja van Bon-Martens²  Meriam Janssen²  Jolanda Mathijssen¹ 

[1] Tranzo Department, Academic Collaborative Centre for Public Health Brabant, Tilburg University, Post Office Box 90153 5000, Tilburg, LE, The Netherlands;Department of Health Promotion, Regional Health Service, Hart voor Brabant, 's-Hertogenbosch, The Netherlands

关键词: Alcohol use;    Adolescents;    Audience segmentation;   

Others  :  1163149
DOI  :  10.1186/1471-2458-12-742

 received in 2012-02-07, accepted in 2012-08-27,  发布年份 2012

【 摘 要 】

Background

So far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.

Methods

A random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.

Results

We were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.

Conclusions

Our investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.

【 授权许可】

   
2012 Mathijssen et al.; licensee BioMed Central Ltd.

【 图 表 】

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