Presentation on theme: "1 EVALUATION PERCEPTION OF THE SITE www.2340.fr Summary of opinion survey results and outlook March 2008."— Presentation transcript:
1 EVALUATION PERCEPTION OF THE SITE Summary of opinion survey results and outlook March 2008
2 Recap of the aims of 2340.fr: - Develop awareness of WHO thresholds (moderation from an objective standpoint) - Introduce the concept of alcohol units - AU (vs. standard glasses served by cafés/hotels/restaurants). - Encourage self-assessment of individual consumption (personal responsibility) Resources deployed: - A logo used by all the economic players in this sector - A website for purposes of information and assessment - A press campaign explaining the website - Good page ranking on the Web Continuous presence in the brands’ space
3 Review of number of visitors: Total number of visitors : visits since the launch in July 2007 Total number of visitors : visits since the launch in July 2007 Average: 10,000 visits per month Average: 10,000 visits per month Positive impact of efforts to improve page ranking and links since January 2008: more than 35,000 visits per month Positive impact of efforts to improve page ranking and links since January 2008: more than 35,000 visits per month
4 Nbre de visites For the referring sites, visits were generated by 667 different sources Queries most frequently typed in Google: On-line breathalyzer - Excessive consumption - Alcohol level simulator - Alcohol unit Traffic sources: Nbre de visites Pages most frequently viewed by visitors: 1. Home page 2. Alcohol level simulator 2. Alcohol level simulator 3. Alcohol unit calculator 3. Alcohol unit calculator 4. What is an alcohol unit 4. What is an alcohol unit 5. Low-risk consumption thresholds 5. Low-risk consumption thresholds
5 Objectives of the quality survey - Assess the perceived quality, potential use and response received by a site set up for purposes of information and prevention. - Evaluate understanding of the concepts of WHO thresholds and alcohol units. - Verify the quality of the site, in terms of content and ergonomics, to identify possible areas of improvement. Methodology adopted: - A web-based survey involving an access panel of a national representative sample of adults aged between 18 and 59, conducted between 17 and 21 December interviewees said that they consumed alcohol at least occasionally. - Questionnaire in three parts: information sheet (selection based on consumption, sex, age and region of residence), tour of the 2340 site, and a questionnaire lasting 8 minutes.
6 Understanding the name of the site ‘ Now that you have seen the site, what do you think the figures ' ' stand for in the name of the site '2340.fr' ? Give your answer below...’ After interviewees had viewed the site in detail, the name ‘2340.fr’ was clearly understood: - 83% of interviewees were able to answer the question. - The answers, although more or less precise, were always pertinent. - The name was hardly ever wrongly understood %: the number of alcohol units, 2, 3, 4 or 0 not to be exceeded - 32%: the number of alcohol units - 6.6%: limits not to be exceeded - 5.1%: the number of glasses, amounts or alcoholic drinks
7 Assessment of the site Q10 ‘Rank the site 2340.fr for its interest on a scale of 1 to 10: 1 if you find it totally lacking in interest 10 if you find it extremely interesting. The overall assessment was strongly positive, particularly among the people who are most concerned: Almost 6 people in 10 (score 7-10) said the site was interesting, and one-third of interviewees said it was very interesting (score 8-10). Women are more interested than men (66% vs. 51%) The highest levels of interest (64% vs. an average of 59%) were seen among people who have an alcohol-related problem, either personally or with a family member. Levels of interest were also high among "frequent consumers" of alcohol: 64% found the site interesting and 27% extremely interesting (score of 9 or 10).
Detailed assessment of the site after viewing Q11. Rank the site on a scale of 1 to 10 for each statement. Would you say that the following is true… The site is first and foremost useful, accessible and attractive. The information is clear with high levels of perceived reliability. Views on the content are slightly more mixed as concerns the quantity, accuracy or "newness" of the information provided. Average score out of 10 60% 57% 61% 63% 62% 65% 71% 73% 72% 76% 8 Score 7 -10
9 Summary of the assessment and overall level of interest The site 2340.fr is considered as highly attractive by the broad population studied as part of this survey (90% of the population aged between 18 and 69): - 59% of the population consider the site to be interesting. This is a very high proportion given that only 11% say that they are personally concerned by their own alcohol consumption, and 58% consume alcohol only one day a week at most. - Its main characteristics – useful and easy-to-use content – are recognised by more than 7 interviewees in The site 2340.fr is also seen as attractive ("makes you want to read on") with information that is understandable. - The potential for improvement lies in expanding the content and making the information more precise. - The value of the site is highlighted by its ability to reach frequent drinkers (a "useful" site that "makes you think").
10 Perceived interest of site pages Q25 ‘For each page on the site, state whether you personally found the information interesting The information in the various sections is considered as interesting. Logically, figures were slightly lower for the pages '2340 campaign’ and ‘Who are we?’.
11 Information that is clear and easy to understand Q26 ‘For each page on the site, say whether you personally found the information clear and easy to understand' None of the pages involved problems of clarity/understanding. A small number of interviewees (12%) said that the information on assessing alcohol units lacked clarity and was not easy to understand. There is probably room for improvement in making content 'very clear and understandable' (as compared to 'fairly'). Avoiding excessive drinking Alcohol and pregnancy
12 Summary of the overall interest and clarity of pages The site pages were considered to be very interesting, including the pages relating to the campaign and site promoters. The site was considered to be clear and understandable overall, although there is room for improvement. Levels of interest were particularly high (proportion of 'very interesting' scores) for concrete situations, such as ‘high-risk situations’, ‘alcohol at the wheel’ or ‘alcohol and pregnancy’. The highest levels of interest were observed among the most frequent consumers (four days and more a week) and among people facing a worrying situation personally or in relation to a family member.
13 Impact on behaviour ‘Say whether you agree with the following statements: - After viewing this site, consumers will be more vigilant regarding their alcohol consumption - After viewing this site, I will be more vigilant regarding my own alcohol consumption Interviewees believe that the site will have a strong impact on behaviour: 61% say that after viewing the site ‘consumers will be more vigilant regarding their alcohol consumption’ - although levels of confidence vary (13% fully agree), 56% say that ‘'I will be more vigilant regarding my own alcohol consumption’ ; 20% fully agree. Increased vigilance of consumers 13.1% 47.4% 28.0% 4.9% 5.8% Fully agree Mostly agree Mostly disagree Completely disagree Don't know
14 Image and credibility of the site Q14- This site was set up by the main companies in the alcoholic drinks sector and by professional associations from this sector. Would you say that their objective is first and foremost… - To encourage people to drink alcohol - To make people more responsible in terms of alcohol consumption Interviewees fully understood the role of the site, since 92% said that, although the site was created by alcohol manufacturers, its objective was to 'make people more responsible concerning their alcohol consumption'. Only 7% thought that the objective was to 'encourage people to drink alcohol'. Intentions concerning recommendation Reflecting the globally positive response to the site, interviewees expressed particularly strong intentions concerning recommendation: Three-quarters of interviewees would recommend the site to friends and family and 24% were 'certain' to do so. Women are more likely to recommend the site than men (78% vs. 67%). People in lower social classes are more likely (79%) to recommend the site than people in higher social classes (68%) and people who are not in employment (72%).
15 Main suggestions for improvement The improvements most likely to make the site more interesting and attractive seem to be: Concerning the content: Richer and more detailed information, but without adding more text to the page layout. 'Find out more' buttons? Give more examples / illustrate through concrete situations Concerning the form: More dynamic page layout with animations and possible access to videos. More ergonomic AU calculator. Better visibility of the online breathalyzer.
16 Potential of the 2340.fr site: The site has been proved to be: Efficient: Visitors will be more vigilant concerning their alcohol consumption. Credible: The origins of the site, even though clearly declared, do not harm its credibility. Original: Most web consumers do not know of similar sites. Able to build loyalty: Once people know about the site, they plan to come back from time to time. With a buzz: This is a site to be recommended.