Adolescents and alcohol: an explorative audience segmentation analysis
<p>Abstract</p> <p>Background</p> <p>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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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BMC
2012-09-01
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| Series: | BMC Public Health |
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| Online Access: | http://www.biomedcentral.com/1471-2458/12/742 |
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| author | Mathijssen Jolanda Janssen Meriam van Bon-Martens Marja van de Goor Ien |
| author_facet | Mathijssen Jolanda Janssen Meriam van Bon-Martens Marja van de Goor Ien |
| author_sort | Mathijssen Jolanda |
| collection | DOAJ |
| description | <p>Abstract</p> <p>Background</p> <p>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.</p> <p>Methods</p> <p>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.</p> <p>Results</p> <p>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.</p> <p>Conclusions</p> <p>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.</p> |
| first_indexed | 2024-12-11T11:44:19Z |
| format | Article |
| id | doaj.art-ddaaa58391a94c899c78dd4e34ef058e |
| institution | Directory Open Access Journal |
| issn | 1471-2458 |
| language | English |
| last_indexed | 2024-12-11T11:44:19Z |
| publishDate | 2012-09-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Public Health |
| spelling | doaj.art-ddaaa58391a94c899c78dd4e34ef058e2022-12-22T01:08:31ZengBMCBMC Public Health1471-24582012-09-0112174210.1186/1471-2458-12-742Adolescents and alcohol: an explorative audience segmentation analysisMathijssen JolandaJanssen Meriamvan Bon-Martens Marjavan de Goor Ien<p>Abstract</p> <p>Background</p> <p>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.</p> <p>Methods</p> <p>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.</p> <p>Results</p> <p>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.</p> <p>Conclusions</p> <p>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.</p>http://www.biomedcentral.com/1471-2458/12/742Audience segmentationAdolescentsAlcohol use |
| spellingShingle | Mathijssen Jolanda Janssen Meriam van Bon-Martens Marja van de Goor Ien Adolescents and alcohol: an explorative audience segmentation analysis BMC Public Health Audience segmentation Adolescents Alcohol use |
| title | Adolescents and alcohol: an explorative audience segmentation analysis |
| title_full | Adolescents and alcohol: an explorative audience segmentation analysis |
| title_fullStr | Adolescents and alcohol: an explorative audience segmentation analysis |
| title_full_unstemmed | Adolescents and alcohol: an explorative audience segmentation analysis |
| title_short | Adolescents and alcohol: an explorative audience segmentation analysis |
| title_sort | adolescents and alcohol an explorative audience segmentation analysis |
| topic | Audience segmentation Adolescents Alcohol use |
| url | http://www.biomedcentral.com/1471-2458/12/742 |
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