Adolescents and alcohol: an explorative audience segmentation analysis

BMC Public Health

Research Article

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

[1] Tranzo Department, Academic Collaborative Centre for Public Health Brabant, Tilburg University, Post Office Box 90153 5000, Tilburg, LE, The Netherlands;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: Audience segmentation;    Adolescents;    Alcohol use;   

DOI  :  10.1186/1471-2458-12-742

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

来源: Springer

【 摘 要 】

BackgroundSo 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.MethodsA 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.ResultsWe 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.ConclusionsOur 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】

CC BY   
© Mathijssen et al.; licensee BioMed Central Ltd. 2012