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CHAPTER THREE: SAMPLE PROFILE

3.1 This section provides detailed information about the profile of the sample for the quantitative survey, compared to the sample from the 2001 research where appropriate. It also shows the segmentation for the qualitative focus groups and depth interviews.

Profile of survey respondents

3.2 Figure 3.1 overleaf shows the profile of respondents in the 2007 sample by gender, by age group (17-29 year olds, 30-44 year olds, 45-59 year olds and those aged 60 and over), by social grade (also known as socio-economic group or SEG⁷ the groups are referred to throughout the report as AB, C1, C2 and DE), and by whether the respondents area of residence (urban or rural ⁸).

Figure 3.1 Profile of respondents in 2007

Base: All respondents in 2007 (1034)

3.3 Patterns of behaviour and attitudes can often be linked to factors such as the characteristics of an individual; for example, younger people may be more or less likely to act in a certain way than older people. It is, therefore, important to consider the profile of respondents in this survey in comparison to those in the previous study when comparing other results, such as driving whilst drinking, so that the interpretation of results can take into account sample profile differences.

3.4 Figure 3.2 compares the age and gender of respondents in 2001 compared with 2007. As can be seen, there were no real differences in the gender profile of the respondents in the 2 surveys. Nevertheless, in 2007 there were fewer respondents in the youngest age group (17-29) and more in the oldest age group (60+) than in 2001. It is possible that the profile of drivers may have changed since 2001 due to broader changes in society including younger people delaying driving along with other 'transition' events, such as moving from the parental home or marriage, though many drivers still sit their test before they are 19. It is certainly true that, in the population in Scotland as a whole in the past decade, there has been a recognised decrease in the proportion of the population that are younger (down 10% since 1996), and an increase in the proportion of older people (13% increase since 1996) (GROS, 2007), which would likely affect the proportion of drivers found in these age groups. However, since no profile of current drivers is available, it is impossible to verify this suspected change, and it is possible that it is an artefact of the sample.

Figure 3.2 Age and gender of respondents in 2007 compared to 2001

Base: All in each 2001 (1004) and 2007 (1034)

3.5 In 2001, social grade was not captured, so it is not possible to compare the 2007 social grade profile with 2001. The urban/rural definitions used in the 2001 study were also not comparable with those used in this research.

3.6 It is interesting to examine how driving behaviour differs between the 2 surveys. Figure 3.3 compares the driving behaviour of respondents in 2007 with the respondents in 2001. There were no differences in the frequency of driving between the 2 survey groups; for example, respondents in 2001 were just as likely to drive at least 3 times a week as respondents in 2007. However, there were differences in the purpose of driving. In 2007, significantly fewer respondents said that they drove to and from work (44% compared with 53% in 2001), possibly reflecting the older profile of respondents. In addition fewer said that they drove in the course of work (22% in 2007 compared with 29% in 2001).

Figure 3.3 Frequency and reason for driving in 2007 compared to 2001

Base: All in each 2001 (1004) and 2007 (1034)

3.7 Alcohol consumption can also be compared across the 2 surveys. In 2007, significantly (at the 95% confidence level) fewer respondents said that they had drunk alcohol in the past 12 months than in 2001 (84% compared with 90% in 2001). Similarly, significantly fewer had drunk alcohol in the past 7 days (61% compared with 68%). These figures may indicate that anti-drinking campaigns and the measures taken by the Scottish Government to educate the population on the dangers of alcohol may have had an effect in reducing people's alcohol consumption (or in reducing their willingness to report their consumption). Alternatively they may be due to other factors, including the higher proportion of older respondents in the sample in 2007. Those aged 60 or over were significantly more likely not to have drunk alcohol in the last 12 months than other respondents (20% compared with 14% of all other respondents).

Figure 3.4 Whether respondents have drunk alcohol in the last 12 months and the last 7 days in 2007 compared to 2001

Base: All in each 2001 (1004) and 2007 (1034)

3.8 Respondents were shown a list of drinks along with the number of units of alcohol ⁹ contained in each and used this to calculate the amount of alcohol they had consumed in the past week. The interviewer was on hand to give assistance to any respondent who needed help with this calculation. Figure 3.5 shows the split in proportion between respondents drinking one to 7 units of alcohol and those drinking 8 or more units in the past 7 days. In both 2001 and 2007 respondents were fairly evenly grouped into these levels of alcohol consumption.

Figure 3.5 Units alcohol consumed in the last 7 days in 2007 compared to 2001

Base: All who drank in the last 7 days in each 2001 (687) and 2007 (631)

3.9 Those who drank 8 or more units of alcohol in the last 7 days were more likely to be male (42% compared with 26% of females) AB's (41%), and less likely to be aged 60 or over (29% compared with 37% of all other ages) or in Social Grade DE (32%).

Profile of qualitative respondents

Focus groups

3.10 Focus group participants were recruited by our specialist recruitment team. Each group was segmented by gender, age, social grade and location. All respondents were screened to ensure they drove a car more than 3 times a week and drank alcohol at least 3 times a week. In addition, all had driven a car within a few hours of having an alcoholic drink in the last 12 months.

3.11 The structure of the groups can be seen in Table 3.1.

Table 3.1 Composition of focus groups

Depth interviews

3.12 Recruitment of over the limit ( OTL) and previously disqualified drivers was achieved through a mixture of free-find and contacting survey participants who had agreed to be re-contacted. For the OTL drivers, the respondents had to drive at least 3 times a week, drink at least 3 times a week and have driven when suspecting they might be over the limit in the past 12 months. The disqualified drivers had been disqualified within the last 2 years.

3.13 The sample structure for the depth interviews can be seen in Table 3.2.

Table 3.2 Profile of respondents for the depth interviews

Key Points
The research involved a survey of drivers sampled to be representative of the general population, and also qualitative research with particular sub-groups of drivers (i.e. those who admitted to driving after drinking). Different types of people were therefore involved in the research.

Survey

• Sample profile: The survey included fewer young people and an increased proportion of older people than the previous survey. This may have been due to a change in the profile of drivers.
• Frequency of driving: Most drivers in the survey drove very frequently. Over 9 in 10 (92%) drove at least 3 times a week; three-quarters (75%) drove every day.
• Reasons for driving: Virtually all drivers drove for personal and social reasons. The sample included smaller proportions of people who drove either as part of their job or to and from work; and who had drunk alcohol in the past 7 days or past 12 months. This is likely to be linked to the increased presence of older people in the sample.
• Alcohol consumption: Most drivers had consumed some alcohol in the past 12 months (84%) and the majority (61%) had done so in the past 7 days. Around half of those who drank alcohol (52%) had consumed one to 7 units, and just under half (47%) had consumed 8 or more units of alcohol in the past 7 days.

Qualitative

• The focus groups with drivers who admitted to currently drinking and driving were designed to include demographic groups that were thought to be at particular risk of drinking and driving, including:
• • 4 male and 2 female groups, with an emphasis for the male groups of younger drivers and an emphasis in the female groups of those age 25-49.
  • Groups were concentrated on those in 'middle social grades' (B/C1/C2)
  • Two groups were conducted in rural areas
  • • The 6 depth interviews were undertaken with drivers who suspected they have driven while over the limit in the past 12 months or people disqualified from driving within the past 2 years. This included both men and women

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