Alcohol Awareness Month Omnibus Survey Results: Issues Associated with Alcohol Consumption March 14, 2014

Methodology 1 We conducted 1,030 interviews with adults ages 18 and older Online survey – Conducted via Tolunas Global Omnibus – Sample drawn from a nationwide panel – Field dates: February 18-20, 2014 – Study was fielded for quota based on census number for variable of age, gender and region – Age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the online population

Executive Summary 2 Overall, drunk driving is perceived as the most serious of the problems associated with the harmful use of alcohol. In general, Americans think the problems associated with the harmful consumption of alcohol lie with ones self, that is it is a matter of personal responsibility. Additionally, they believe it is their responsibility to address these problems. Majority of adults say they are extremely confident that they drink responsibly.

Executive Summary 3 Conversations about issues associated with alcohol consumption should be ongoing throughout ones lifetime. Overwhelmingly, American adults think it is important to have ongoing conversations about drunk driving, responsible consumption and underage drinking.

Drunk driving is the most serious problem 4

Majority believe problems associated with the harmful use of alcohol are serious Three-quarters of Americans say drunk driving is an extremely serious problem Females and moms are statistically more likely to perceive each of these problems more serious than males and dads. Non-drinkers rate underage drinking, fetal alcohol syndrome, alcohol and unintended sexual relations, alcohol and violence and alcohol and marijuana more serious than drinkers. Underage drinking is not considered any more serious a problem among parents than non-parents. 5 0 to 10 scale, where 0 means not at all serious and 10 means it is an extremely serious problem

Responsibility for problems associated with harmful consumption 6 Personal responsibility is key to addressing the problems associated with the harmful consumption of alcohol –Majority of Americans (54%) believe the problems associated with the harmful consumption of alcohol lies with oneself (i.e., personal responsibility). Likewise, they rank personal responsibility as the highest level of responsibility to address harmful consumption. –Only one in five (21%) think the problems associated with harmful alcohol consumption lie with the alcohol industry and 40% say the industry has the lowest level of responsibility to address harmful consumption.

Personal responsibility is top priority College graduates are significantly more likely to prioritize the highest level of responsibility to themselves (60%), as are older males (55+) and females (59% and 58%, respectively). Residents in the West (20%), males years of age (15%) are more inclined to say the alcohol industry has the highest level of responsibility in addressing the issues of harmful consumption. Young adults years of age (36%) and non-drinkers (25%) are significantly more likely to assign the national level the top level of responsibility. 7 Rank the level of responsibility from 1 to 5, where 1 indicates the highest level of responsibility and 5 is the group with the lowest level of responsibility.

Conversation about alcohol consumption should be ongoing throughout ones lifetime 8 Parents with children ages 9-12 (90%), adults years of age (89%), and females (86%) are significantly more likely to believe alcohol should be discussed throughout ones life.

A lifetime of conversations is very important Overwhelmingly Americans think drunk driving, underage drinking and responsible consumption are important topics to have ongoing and often conversations about. Eighty-three percent (83%) say its very important to discuss drunk driving often. Three-quarters of adults (74%) think ongoing conversations about responsible consumption are very important. Seventy-two percent (72%) feel ongoing and often conversations about underage drinking are very important. 9

Responsible Drinking A majority (78%) of respondents are confident they drink responsibly rating themselves a 9 or 10, on a scale from 0 to 10, where 0 is not at all confident and 10 is extremely confident. – More than two-thirds (69%) of American adults say they are extremely confident (rating=10) they drink responsibly. – Four percent express little or no confidence that they drink responsibly (rating=0-4). Six out of ten drinkers report they are extremely confident (rating=10) they drink responsibly. Adults 55+ years of age (80%), females (77%), and individuals who believe conversations should be ongoing (71%) are substantially more likely to report they are extremely confident they drink responsibly to 10 scale, where 0 means not at all confident and 10 means it is an extremely confident

11 Help us guide a lifetime of conversations responsibility.org and #responsibility