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SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN

CHAPTER THREE: THE ROLE OF SOCIAL DRINKING

3.1 This Chapter examines frequency and number of units of alcohol consumed and the role drinking has socially. It was important to ascertain the relative importance of alcohol to people in their daily lives.

3.2 The quantitative research elicited individuals' frequency of alcohol consumption in the last twelve months. As shown in Figure 3.1 below, only a small minority of respondents claimed to be drinking every day (3%). One in ten drank 3-4 days a week and a further 18% once or twice a week. This potentially suggests alcohol consumption centres around an individual's 'weekend' which for some people may be a Friday or Saturday whilst for others it may start earlier in the week. Almost two fifths (41%) of respondents claimed to be drinking less frequently at once or twice a month.

3.3 The former point was reflected in the qualitative discussions, with different audiences having a different perception of when their work and / or personal commitments were less onerous and they were able to 'switch off'. Older individuals were more likely to be socialising over the Friday - Sunday period whereas younger respondents, typically the under 30's, would be more inclined to be socialising during the week as well. Social behaviour for students was also different due to the variation in the demands of their courses.

3.4 Looking at units of alcohol consumption it emerged that a third of respondents (33%) had consumed between 1-7 units of alcohol in the previous week, 23% had consumed 8-14 units and one in ten between 15-21 units (Table 3.1). Overall there were higher levels of alcohol consumption amongst men compared to women and in particular for 17-29 year old men. It is worth noting that there appears to be some disparity between what people reported in terms of frequency of alcohol consumption in the last year and the alcohol units they claimed to have consumed in the last week. This suggests that individuals are either over exaggerating how much they drink or under exaggerating how often they drink. We would suggest that consumption in the last week represents a more accurate picture of alcohol consumption as individuals may have found it easier to recall.

Table 3.1

3.5 Another measure established in the quantitative research was the frequency of drinking alcohol when socialising. The findings revealed that almost half (48%) of all respondents drink alcohol regularly when socialising. A similar proportion (46%) claimed they drink occasionally when socialising. Furthermore as shown in Figure 3.2 below, binge drinking was evident amongst both men and women. Almost two fifths of men (39%) and a quarter of women (24%) indicated they binge drink regularly, and a further 30% of both men and women indicated they binge drink occasionally. Those who indicated they never binge drink represented 45% for females and 31% for men. (Binge drinking is defined as six units at one sitting for a women and eight units at one sitting for a man).

3.6 As with frequency and volume of alcohol consumption, levels of binge drinking were also higher amongst men compared to women. A higher proportion of 17-29 year old males are regularly binge drinking; 45% compared to 32% of the sample as a whole and 29% of 17-29 year old women.

3.7 The extent to which alcohol is consumed on social occasions was reflected in the qualitative research findings. These revealed a general consensus that alcohol consumption is viewed as an integral part of the 'social culture' in Scotland. Drinking at social occasions is something that most respondents, during discussions, claimed to enjoy. Within a social setting, drinking was considered to have a number of perceived advantages namely, it helps people to relax, wind down and have a laugh. Thus it appeared that drinking assists with creating a 'positive' environment for social interaction.

3.8 Individuals tended to drink across a wide range of social occasions both at and away from home. Indeed there appeared to be few social occasions where drinking is excluded. Types of events mentioned included:

• Pubs & clubs
• Out for a meal
• Round at friends
• Before or after a cinema / theatre
• Watching / participating in sport
• After work

3.9 These discussions also revealed that young single people were likely to go out more often on average in a week. This was attributed to having fewer commitments in the following areas:

• Less personal constraints and commitments as they had no family dependents
• Less financial commitments as there were still a number of younger respondents living at home
• Work was often not attributed with the same level of seriousness as their older counterparts and thus it was less likely to stop them from going out
• Socialising per se was deemed by younger individuals to be their prerogative; something to do before you became tied down with more commitments

3.10 Older respondents were more likely to impose their own personal restrictions such as limiting drinking to during the weekend, or if drinking on a week night limit the number of drinks consumed. In addition to these restrictions the other main barrier which influenced the volume and frequency of alcohol consumed was affordability. This was particularly true for young people and those in less financially well paid jobs.

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