Adolescents and alcohol: an explorative audience segmentation analysis

TLDR

Audience segmentation of adolescents regarding alcohol has largely relied on socio‑demographic factors, and further research is needed to translate these findings into concrete prevention policy. The study aimed to determine whether adolescents could be segmented by values and attitudes toward alcohol to guide prevention programs. A random sample of 7,000 Dutch adolescents aged 12–18 was surveyed online about their values, attitudes, and drinking behavior, along with socio‑demographic data. Five distinct segments emerged based on attitude factors, and these segments differed in drinking behavior independently of socio‑demographic variables, marking a first step toward segmentation beyond socio‑demographic characteristics.

Abstract

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. 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. 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. 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.