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2007 Family Talk About Drinking Study
Introduction
The 2007 Family Talk Study was conducted by Data Development Worldwide among those individuals who had called Anheuser-Busch and requested the Family Talk About Drinking materials in 2006. 248 interviews were completed in January 2007.
Summary
Parents believe they play a critical role in an underage person’s decision to drink alcohol or not (99%), and they believe that role should begin fairly early in a young person’s life (9 years of age).
99% of parents say that it’s important for parents to talk to their children about drinking and that every parent should have the Family Talk About Drinking materials (94%) that they themselves used with their children.
Parents also believe that FTAD program components are
useful:
95% say this of Family Talk About Drinking materials.
95% of parents feel this way about the Parent Guide.
96% of parents rate the Family Talk video as useful.
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
Summary
Most parents (66%) are watching the Family Talk video with their children.
Parents watched the video an average of 1.6 times, and 96% report that it was useful in talking to their children.
Parents agree “the Parent Guide is well written” (92%).
Parents agree “The materials have good ideas about how to talk to children about peer pressure” (93%).
Parents also say that they would recommend Family Talk Materials to other parents (93%).
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
Summary
DVDs top the list as the format most preferred by parents for FTAD materials with a total preference of 71% in 2007.
The second most preferred format for FTAD materials is printed booklet. Total preference score for printed booklet is 42%.
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q15b What role would you say parents play in an underage person’s decision to drink or not drink alcohol? Would you say the role of parents is critical in their children’s decision, important but not critical, not too important, or not all important?
Role Parents Play In Underage Person’s Decision To Drink Alcohol or Not
92%
8%
Critical
Important, but not critical
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q2. How would you rate the Family Talk materials?
Rating of Family Talk About Drinking Materials
1%3%
49%47%
Excellent Good Fair Poor
96% Rate Materials Excellent or Good
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q4. And overall, would you say that the materials have been very useful, somewhat useful, not too useful or not useful at all to you in
addressing those reasons?
Overall Usefulness of Family Talk About Drinking Materials
47% 48%
4%1%
Very useful Somewhatuseful
Not too useful Not useful at all
95% Rate Materials Useful
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q5. Why do you say that?Base: All rated very useful/ somewhat useful: n = 220
Reasons For Rating Family Talk Materials Very/Somewhat Useful
Net: Informative 42%Informative (general) 18%Explains to kids 9%Good topic/examples for discussion 5%Educational/helps teach 4%Good as a backup/reinforcement 5%Lots of information/answered questions 5%
Net: Helps dealing with kids 26%Provide occasion to talk with kids 4%Helps in talking with kids 8%
Helps/prevents kids from drinking/helps with kids 4%
Net: Well presented 11%Easy to understand 3%Well presented (general) 6%Interesting/enjoyable materials 3%Kids related well/were attentive 1%
Useful 7%Others *
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q8. Thinking specifically about the Parent Guide you received, did you find it to be….Q11. Overall, did you find the video to be….n=80
Usefulness Rating of Family Talk Materials
Usefulness of Parent Guide
Base: Among those expressing an opinion Base: All watched video
Usefulness of Videotape
1%4%
48% 46%
48%50%
3%1%
Very useful
Somewhat useful
Not useful
Not useful at all
95% 96%
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q15d. I’m going to read you some statements and I would like to know how much you agree or disagree with each statement. First… do you, strongly agree, agree, disagree, or strongly disagree with this statement?
Attitudes Toward Parenting
57%
92%
38% 2%
7%
1%
3%
Every parentshould have theFTAD materials
Parents play acritical role intalking to theirchildren about
drinking
Strongly agree
Agree a little
Disagree a little
Disagree strongly
Don't know
57%
58%
67%
70%
77%
77%
98%
29%
32%
25%
23%
17%
19%
3%
2%
1%
2%
53%
2%
37% 2%
2%
2%
2%
2%
3%
2%
1%
8%
5%
7%
6%
4%
5%
The materials have good ideas aboutparenting
FTAD helped me talk to my kids aboutdrinking
FTAD program is an effective way toprevent underage drinking
The Parent Guide is well written
Materials have good ideas about how to talkto children about peer pressure
Would recommend FTAD to other parents
The video is well made*
It's important for parents to talk to theirchildren about drinking
Strongly agree
Agree a little
Disagree a little
Disagree strongly
Don't know
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with...* Among those who received video (n=53)
Parent Attitudes
60%
62%
70%
75%
78%
81%
98%
38%
33%
30%
25%
23%
18%
16%
3%
2%
1%
2%
56%
1%
2%
2%2%
2%
1%
1%
2%
2%
3%
0%
1%
3%
3%
2%
2%The materials have good ideas about parenting
FTAD program is an effective way to preventunderage drinking
FTAD helped me talk to my kids about drinking
The Parent Guide is well written
Materials have good ideas about how to talk tochildren about peer pressure
The video is well made*
Would recommend FTAD to other parents
It's important for parents to talk to their childrenabout drinking
Strongly agree
Agree a little
Disagree a little
Disagree strongly
Don't know
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with...* Among those who received video (n=50)
Parent Attitudes
Among those that have used materials
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with...
Parent Attitudes
Strongly agree, 1%Agree a little,
0%
Disagree a little, 1%
Disagree strongly,
98%
It's okay for parents to purchasealcohol for their own teens or other
teens at parties or gatherings
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with...
Parent Attitudes
Among those that have used materials
Strongly agree, 1%Agree a little,
0%
Disagree a little, 1%
Disagree strongly,
98%
It's okay for parents to purchasealcohol for their own teens or other
teens at parties or gatherings
57%
58%
67%
70%
77%
77%
98%
53%The materials have good ideas about parenting
FTAD helped me talk to my kids about drinking
FTAD program is an effective way to preventunderage drinking
The Parent Guide is well written
Materials have good ideas about how to talk tochildren about peer pressure
The video is well made*
Would recommend FTAD to other parents
It's important for parents to talk to their children aboutdrinking
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with..* Among those who received video (n=53).
Percent who “strongly agree”
Parent Attitudes
90%
90%
92%
93%
93%
96%
99%
86%FTAD helped me talk to my kids about drinking
The materials have good ideas about parenting
FTAD program is an effective way to preventunderage drinking
The Parent Guide is well written
Materials have good ideas about how to talk tochildren about peer pressure
Would recommend FTAD to other parents
The video is well made*
It's important for parents to talk to their children aboutdrinking
Percent who “agree”
Parent Attitudes
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with...* Among those who received video (n=53).
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q14b. Since receiving the materials, have you recommended the Family Talk materials to other parents?
Recommended Family Talk Materials To Other Parents
2%
55%
43%
Yes No Don't know
1%
2%
2%
2%
2%
4%
5%
10%
11%
25%
33%
1%Others
Radio
Billboard
Relative
Friend
Internet Site
Newspaper ads
School
TV ads
Magazine ad
Don't recall
Letter mailed to home
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q1. How did you originally find out about the Family Talk program?
Source of Awareness About Family Talk Program
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q3. Please tell me one or two major reasons why you requested them? Base: All
Reasons For Requesting Family Talk Materials
Net: Planned Use 70%
Teach/educate kids 10%
Learn to talk with kids/children about it 14%Help kids with peer pressure 7%Keep kids from drinking 10%
To learn more about it 2%
Be more prepared/pro-active/increase awareness 5%
Provides occasion to talk to kids 1%
Can share with other parents 1%
Others *
Net: Children Need it 58%
Have teens 22%
Have kids approaching age for discussion 11%
Have kids/children 23%Have child who is drinking 2%Have young/small children 2%
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q3. Please tell me one or two major reasons why you requested them? Base: All
Reasons For Requesting Family Talk Materials (cont’d.)
Net: Important Topic 19%Have alcoholism in family 3%Important topic 4%Want information about responsible drinking 1%Big problem in school/community/town 5%Concerned about drunk driving 7%
Net: Professional Interest 7%Nurse/counselor/therapist 3%Teach school 4%
Curious/ interested in information 6% Just wanted information 2% Good/ useful information 6% It was free 3%
Usage Of Family Talk Materials
Have used FTAD materials 85%
Used in past 6 months 85%
Used in past 3 months 84%
Used in past month 73%
Don’t know/no answer 12%
Average number of months had FTAD materials 4.4
Average number of times used
Past month 2.9
Past 3 months 5.1
Past 6 months 6.6
Appropriate age for parents to talk to children about drinking and peer pressure (Average Age) 9.1
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q6. About how many times did you use the Family Talk information, if any, in the past month?Q6a. And about how many times, if any, would you say you used the information in the last three months?Q6b. And, how many times, if any in the past six months?Q7. And about how long have you had the materials?
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q9. Did you receive a videotape along with the Family Talk Parent Guide?Q10. Did you ever watch the video? B=205*Based on TR
Whether Received Family Talk Video
Base: All Base: All received videotape
Whether Ever Watched Family Talk Video
Whether Received and Watched Family Talk Videotape
59%
7% 2%
10%
83%
39%
Yes
No
Don't know
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q10a. Why didn’t you watch the video?Base: All received videotape, but have not watched it: n = 120
Reasons For Not Watching Videotape
7%
12%
29%
53%
No videotape player
Just never have thechance
No time/ too busy
Just never watched
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q12. Did you ever watch the video with your child or children?Base: Have watched videotape, n=80
Base: All watched videotape
Whether Watched Family Talk Videotape With Children
34%
66%
Yes No
Number Of Times Watched Family Talk Video With Children
Once 68%
Twice 15%
Three times 9%
More than three times 8%
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q13. Approximately how many times have you watched it with your child or children?n=53
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q15. I’m going to read you five different ways Family Talk About Drinking materials might be provided. Please tell me which one would you most prefer? And, which method would you 2nd most prefer?
Preferred Method For Receiving Family Talk Materials
4%
5%
6%
7%
24%
50%
15%
12%
8%
19%
18%
21%
2%
2%3%
1%No preference
Audio cassette tape
Download throughWeb site
CD-Rom
View through Website
Videotape
Printed booklet
DVD
Most Preferred
2nd Most Preferred
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q15a. Why is ……your 1st most preferred method? Base: The 24% that mentioned printed booklet as most preferred choice: n = 59*Caution Small Base Size
Reasons For Preferring Family Talk Materials Via Printed Booklet*
61%
42%
7%
2%
Convenience
Personal mediapreference
More familiar
No comment/don'tknow
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.Q15a. Why is ……your 1st most preferred method? Base: The 50% that mentioned DVD as most preferred choice: n = 123
Reasons For Preferring Family Talk Materials Via DVD
51%
24%
14%
9%
5%
2%
1%
Convenience
More familiar
MoreInformative/Interesting
Personal mediapreference
More visual/visualimpact
Popular
No comment/don'tknow
Demographic Profile
Sex
Male 30%
Female 70%
Race/Ethnicity
White 85%
Black 14%
Native American 1%
Hispanic 2%
Average age 45.4
Education
Grade school or less 1%
Some high school 3%
High school Graduate 22%
Some college 21%
College Graduate 38%
Post Graduate 15%
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
Demographic Profile
Marital Status
Married/living as married 83%
Not married 17%
Refused 1%
Children in Household
Less than 6 years old 21%
6 – 12 years old 51%
13 – 17 years old 77%
18 years or older 23%
Median Household Income $58,400
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
Technology Ownership
Own
Personal Computer 90%
VCR 94%
DVD Player 98%
Access to the Internet (Net) 90%
Home 24%
Office 4%
Both 62%
Don’t Have Access to the Internet 10%
Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.
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