After being asked how likely a number of consequences were as a result of drink driving, all drivers aged 18+ who drank alcohol were then asked to state which of a list of consequences they would be most likely to worry about (Chart 6f).
Chart 6f: Consequences of drink driving most likely to worry about (prompted) – over time Getting up to 6 months imprisonment
Your insurance cost increasing Getting a 12 month driving ban
Getting a criminal record Losing your job
Disappointing your family/partner
Your lifestyle changing dramatically Getting up to a £5,000 fine
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038) Your drink driving conviction would be recorded on
your licence for 11 years
Having to sell your car
As at previous waves, the drink drive consequences that drivers would most worry about happening to them were related to legal implications. These were a
BMRB Report THINK! Post Drink Drive February 2009 37
prison sentence, chosen by just over a third (36%) drivers who drink alcohol, followed by a 12 month driving ban (16%). The possibility of gaining a criminal record was stated by 11%, while 7% were most likely to worry about a £5,000 fine. There has been no change in any of these in the most recent wave, in particular the worry of getting up to six months imprisonment (a new message in the Christmas 2008 campaign) has not changed, but the increase recorded between September 2007 and July 2008 has been maintained.
Of the more personal consequences, the one which most drivers were most likely to worry about was losing their job (16%). One in twenty (6%) said they would be most worried about their family or partner being disappointed. This has remained stable since January 2008 (4%), but is lower than in September 2007 (10%). The proportion of drivers who were most likely to worry about a dramatic change in their lifestyle has been gradually falling, from 10% pre campaign in July 2007, down to 3% in January 2009.
In line with previous waves, only a handful of drivers were most likely to worry about a drink drive conviction being recorded on their licence for 11 years, their insurance cost increasing or having to sell their car.
Chart 6g: Consequences of drink driving most likely to worry about (prompted) – young male drivers vs. all drivers
35%
Young male drivers Jan-09 All drivers Jan-09 Getting up to 6 months imprisonment
Your insurance cost increasing Getting a 12 month driving ban
Getting a criminal record Losing your job
Disappointing your family/partner
Your lifestyle changing dramatically Getting up to a £5,000 fine
Base: Jan 09 - All drivers aged 18+ who drink alcohol (1,038), Young male drivers (67) Your drink driving conviction would be recorded on
your licence for 11 years
Having to sell your car
BMRB Report THINK! Post Drink Drive February 2009 38
BMRB Report THINK! Post Drink Drive February 2009 39
As with all drivers, young male drivers were most likely to worry about getting up to six months in prison as a result of being caught drink driving (35%, in line with all drivers). Although younger drivers were most likely to worry about this (44%
of 18-29s compared with 35% of those aged 30 and over), more women tended to worry about it than men (42% compared with 32%).
Young male drivers were more likely than all drivers to worry about losing their job (22% compared with 16%), getting a criminal record (17% compared with 11%) and getting up to a £5,000 fine (12% compared with 7%). They were less likely to worry about getting a 12 month driving ban (6% compared with 16%) and disappointing their family or partner (1% compared with 6%).
APPENDIX A: Sample Profile
Driving status
In order to identify drivers, all respondents were asked whether they drove a car, van or motorcycle at least once a month.
Chart A1: Driving Status
14%
8%
2%
2%
1%
57%
9%
5%
1%
32%
77%
Yes - car/van mainly for leisure use Yes - car/van equally for
work/leisure use Yes- car/van mainly for
work use Yes - motorbike mainly
for leisure use Yes - motorbike equally
for work/leisure use Yes - motorbike for
work/business use
No don't drive nowadays
Young male drivers All respondents
Base: All respondents (2,005), Young Male Drivers (91)
#
#
Two thirds (68%) of respondents were drivers. This is in line with previous waves of research. Over half (57%) of all respondents drove a car mainly for leisure use.
One in ten (9%) used a car or van equally for work and leisure use, and 5%
drove a car or van mainly for work.
As at previous waves, men were more likely than women to be drivers (76% of men drove compared with 60% of women), as were those in the higher social grades (77% of ABC1s drove, compared with 57% of C2DEs).
Amongst young male drivers just over three quarters (77%) drove a car or van mainly for leisure, around one in six (14%) drove a car or van equally for work and leisure use and a further one in ten (8%) drove a car or van mainly for work.
BMRB Report THINK! Post Drink Drive February 2009 40
Drinking alcohol out of the home
All respondents aged 18 and over were asked how often they drank alcohol at a friend’s house, in a pub, club, or restaurant.
Chart A2: Frequency of drinking alcohol out of the home
12%
22%
18%
12%
18%
10%
7%
Base: All respondents aged 18 years and above (1,952)
About once a month Less than
once a month
Two or three times a month
About once a week More than
once a week Never drink
alcohol
Never drink away from home
10%
21%
6%
11%
30%
17%
5%
Base: Young male drivers aged 18-29 years (86) Never drink away
from home
About once a month Less than once a month
Two or three times a month
About once a week More than once a week Never drink
alcohol
BMRB Report THINK! Post Drink Drive February 2009 41
BMRB Report THINK! Post Drink Drive February 2009 42
Seven in ten (70%) respondents aged 18 and over drank alcohol away from home and two in ten (22%) answered that they did not drink at all. A minority (7%) said that they never drank alcohol away from home.
Two in ten (18%) drank alcohol about once a week, with one in ten (10%) drinking more than once a week. One in four (24%) drank one to three times a month, and 18% less than once a month.
Men were more likely to drink out of the home (76% compared with 65% of women), as were those in the higher social grades (77% of ABC1s compared with 62% of C2DEs). Those aged 45-54 were more likely to drink out of the home than those in other age groups (78% compared with 69%).
Two in ten (21%) young male drivers never drank alcohol, and one in twenty (5%) never drank out of the home. Half (47%) drank once a week or more often, just over one in ten (11%) drank two or three times a month, 10% about once a month and 6% less than once a month. Young male drivers, therefore, were more likely to drink more frequently when compared with all respondents (47%
compared with 28% drinking once a week or more often).
Commercial radio listenership
Commercial radio listenership is shown in Chart A3.
Chart A3: How often listen to commercial radio
39%
11%
7%
44%
More than 15 hours a week
5 to 15 hours per week
Less than 5 hours a
week
Do not listen to commercial
radio
Base: All respondents (2,005)
45%
16%
9%
29%
More than 15 hours a week
5 to 15 hours per week
Less than 5 hours a
week
Do not listen to commercial
radio
Base: Young male drivers (95)
BMRB Report THINK! Post Drink Drive February 2009 43
BMRB Report THINK! Post Drink Drive February 2009 44
Over four in ten (44%) respondents did not listen to commercial radio stations.
Four in ten (39%) were defined as light listeners (less than 5 hours per week), 11% were medium listeners (5 to 15 hours) and 7% were heavy commercial radio listeners (more than 15 hours per week).
Men were more likely to listen to commercial radio than women (61% compared with 51%), as were those aged 54 and under (66% compared with 38% of those aged 55 and over).
Young male drivers were more likely to listen to commercial radio than the general population (71%, compared with 57% of other drivers and 56% of all respondents). One in ten (9%) young male drivers listened to more than 15 hours per week (heavy listeners), one in six (16%) were medium listeners (5-15 hours per week), and just under half (45%) were light commercial radio listeners, listening to 5 hours or less a week.
BMRB Report THINK! Post Drink Drive February 2009 45
APPENDIX B – Sampling Method
The sampling technique used in this survey is a tightly controlled form of random location sampling developed within BMRB, and is the basis of most consumer surveys which BMRB conducts.
The aim of random location sampling is to eliminate the more unsatisfactory features of quota sampling without incurring the cost and other penalties involved in conducting surveys according to strict probability methods.
One of the principal advantages of probability techniques of sampling is that selection of respondents is taken from the hands of interviewers. In conventional quota sampling, on the other hand, interviewers are given quotas to fill, usually from within specified administrative areas. When, for example, an interviewer is asked to complete a quota of AB respondents, she will tend to go to a part of the district where she knows such individuals to be available. AB individuals living in mixed social class areas will have little chance of inclusion. This and similar defects lead to biases which are concealed by superficial agreements between sample profiles and accepted standard statistics.
The principal distinguishing characteristic of random location sampling, as
operated by BMRB, is that interviewers are given very little choice in the selection of respondents. Respondents are drawn from a small set of homogenous streets, selected with probability proportional to population after stratification by their ACORN characteristics and region. Quotas are set in terms of characteristics which are known to have a bearing on individuals' probabilities of being at home and so available for interview. Rules are given which govern the distribution, spacing and timing of interviews.
The sample of areas takes as its universe all sample units (groups of Census 2001 Output Areas, on average, 300 households) in Great Britain. Output areas are stratified in the following manner:
(i) Standard Region
(ii) Within Standard Region - by Acorn type
(iii) Within Standard Region by County and ITV Region
Thus, the design is single stage, using direct selection of appropriate groups of Output areas, rather than taking streets at random from larger units such as wards or parishes.
BMRB Report THINK! Post Drink Drive February 2009 46
APPENDIX C: Weighting Procedures
The data are weighted to ensure that demographic profiles match those for all adults in Great Britain aged 15 or over. A rim weighting technique is used in which target profiles are set for eight separate demographic variables. The computer system then allocates a weight to each individual such that the overall composition of the sample is balanced in terms of the targets set.
The actual weights applied thus vary slightly between surveys; precise figures for specific cases are available from BMRB if required.
Target Weights Applied
Sex 1
% Men 48.55
Women without children 32.65
Women with children 18.80
Sex 2
%
Men working full time 25.63
Men not working full time 22.92
Women working at all 24.08
Women not working at all 27.37
Age within Sex
Men Women
% %
15-24 8.16 7.77
25-34 7.77 7.81
35-44 9.19 9.37
45-54 7.85 8.02
55-64 7.10 7.37
65+ 8.49 11.10
BMRB Report THINK! Post Drink Drive February 2009 47
Social Grade within Sex
Men Women
% %
AB 13.51 12.49
C1 13.44 15.91
C2 11.04 9.44
D 7.55 8.48
E 3.01 5.13
Standard Region
% Scotland 8.68
North West 10.79
North 5.24 Yorkshire/Humberside 8.65
East Midlands 7.37
East Anglia 3.95
South East 19.52
Greater London 12.84
South West 8.80
Wales 5.08
West Midlands 9.08
(Source of profile data: BMRB Target Group Index, 2007 and NRS, 2007)
BMRB Report THINK! Post Drink Drive February 2009 48
APPENDIX D: Questionnaire
Question
A4 Do you drive a car, van or motorcycle nowadays, at least once a month?
Yes, a car or van mainly for leisure/personal use Yes, a motorcycle mainly for leisure/personal use Yes, a car or van for work/business use
Yes, a motorcycle for work/business use Yes, a car or van equally for leisure/work use Yes, a motorcycle equally for leisure/work use No, don’t drive nowadays
DK
A3 How often, if at all, do you drink alcohol away from home, that is at a friend's house, in a pub, club or restaurant?
More than once a week About once a week
Two or three times a month About once a month
Less than once a month Never away from home Never drink alcohol DK
DD11 Agreement with statement –
‘driving after having one or two drinks would make me more likely to have an accident’
Agree strongly Agree slightly
Neither agree nor disagree Disagree slightly
Disagree strongly
DD11 Agreement with statement –
‘if I were to drink and drive I would be likely to get caught by the police’
Agree strongly Agree slightly
Neither agree nor disagree Disagree slightly
Disagree strongly
BMRB Report THINK! Post Drink Drive February 2009 49
R1b Agreement with statement –
‘it is safe to drive after one drink’
Agree strongly Agree slightly
Neither agree nor disagree Disagree slightly
Disagree strongly
R1 Agreement with statement –
‘it is safe to drive after two drinks’
Agree strongly Agree slightly
Neither agree nor disagree Disagree slightly
Disagree strongly
R3 On a scale of 1 to 5, where a score of 1 means you think the
behaviour is fairly acceptable and a score of 5 means it is extremely unacceptable, how acceptable do you think it is for people to drive after drinking two pints?
1 Fairly acceptable 2
3 4
5 Extremely unacceptable (DK)
NDD2 If you were to be caught drink driving, how likely do you think it would be that each of the following would happen?
Very likely, fairly likely, not very likely, not at all likely, don’t know
You would get up to a £5000 fine.
You would get a 12 month driving ban You would get up to 6 months imprisonment You would get a criminal record
It would be harder to get a job or keep your job Your insurance cost would increase
You would have to sell your car
My family/partner would be disappointed Your lifestyle would change dramatically
'Your drink driving conviction would be recorded on your driving licence for 11 years'
BMRB Report THINK! Post Drink Drive February 2009 50
NDD3 And which of the following would you be most likely to worry about happening?
Getting up to a £5000 fine.
Getting a12 month driving ban
Getting up to 6 months imprisonment Getting a criminal record
Losing your job
Your insurance cost increasing Having to sell your car
Disappointing your family or partner Your lifestyle changing dramatically
'Your drink driving conviction would be recorded on your driving licence for 11 years'
Other (specify)
BMRB Report THINK! Post Drink Drive February 2009 51
DD1 Can I just check, have you seen or heard anything about drinking and driving in any of these ways?
01: National newspaper 02: Local newspaper 03: TV advert
04: TV plays\soaps 05: TV news
06: Other TV programmes 07: Radio advert
08: Radio programme 09: Magazine
10: Cinema 11: Poster on bus 12: Poster hoarding 13: Indoor poster
14: Signs at garages\service areas 15: Road signs
16: Through the internet\a website 17: Leaflet\booklet picked up
18: In the post\through the letterbox 19: At school
20: In the pub\beermats 21: On backs of lorries 22. Posters in pub toilets 23: Other (specify) (None of these) (DK)
KYS2 What do you remember about the publicity and advertising for drinking and driving?
PROBE: What else?
PROBE FULLY
OPEN ENDED – FULLY RECORD VERBATIM DD3 SHOW ‘MOMENT OF DOUBT’ TV AD (30 SECS)
Have you seen this advertisement on TV?
Yes No DK
BMRB Report THINK! Post Drink Drive February 2009 52
DD7 Here are some things that other people have said about the advert I have just shown to you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.
RANDOMISE ORDER
01: It told me something new 02: I'm tired of seeing it
03: It made me think about my own driving 04: It's aimed at people like me
05: I found it confusing 06: I found it irritating
07: It has made ME drive more carefully 08: It made me think about my own drinking 09: It sticks in my mind
10: It is the sort of ad I would talk about with other people 11: I like this ad
12: It made me think about the range of consequences of drink driving
13: It made me think about the impact that drinking and driving could have on my lifestyle
14: It made me think about the dangers of driving even after a small amount of alcohol
15: It will make me think twice before I drink and drive (None of these)
(DK)
R1a PLAY ‘NEW: CELL’ radio ad
Have you heard this advert on the radio?
Yes No DK
R2 What do you think was the main message of the radio advert which I have just played to you?
(open ended – record verbatim)
R3 What thoughts or feelings, if any, occurred to you when you heard this ad?
OPEN ENDED - Probe: What else?
BMRB Report THINK! Post Drink Drive February 2009 53
NEW POSTER 1
SHOW NEW IN DOOR POSTER AD 1 – LOCKED IN Have you seen this poster recently?
Yes No
Don’t know
MA1 How often do you listen to commercial radio stations? By that I mean radio stations that play adverts.
Do not listen to commercial radio Less than 5 hours a week
5-15 hours a week
More than 15 hours a week (DK)