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Adolescents and alcohol: an explorative audience segmentation analysis
Jolanda Mathijssen1, Meriam Janssen, Marja van Bon-Martens
1Tranzo Department, Academic Collaborative Centre for Public Health Brabant, Tilburg University, Post Office Box 90153 5000, Tilburg, LE, The Netherlands. j.j.p.mathijssen@uvt.nl
BMC Public Health
|September 7, 2012
Summary
This study segmented adolescents into five groups based on their values and attitudes toward alcohol, offering new insights for targeted prevention programs. These segments showed distinct drinking behaviors, independent of traditional demographic factors.
Area of Science:
- Public Health
- Adolescent Psychology
- Behavioral Science
Background:
- Traditional adolescent alcohol segmentation relies on socio-demographic factors.
- This study explores segmentation based on values and attitudes towards alcohol.
Purpose of the Study:
- To determine if adolescents can be segmented by values and attitudes toward alcohol.
- To inform the development of targeted alcohol prevention programs for adolescents.
Main Methods:
- A random sample of 7,000 adolescents (aged 12-18) participated.
- Data collected via online questionnaire on values, attitudes, alcohol consumption, and demographics.
- Segmentation based on five attitude factors.
Main Results:
- Five distinct adolescent segments were identified based on attitudes towards alcohol.
- These segments exhibited different alcohol consumption patterns.
- Drinking behavior differences persisted regardless of socio-demographic variables.
Conclusions:
- Segmentation by values and attitudes is feasible and distinct from socio-demographic segmentation.
- This approach offers a novel strategy for adolescent alcohol prevention.
- Further research is needed to translate findings into concrete prevention policies.
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