2007 Family Talk About Drinking Study. Introduction The 2007 Family Talk Study was conducted by Data Development Worldwide among those individuals who

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%).


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.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


Materials have good ideas about how to talk tochildren about peer pressure



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






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






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%


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


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%


Documents

2007 Family Talk About Drinking Study. Introduction The 2007 Family Talk Study was conducted by Data Development Worldwide among those individuals who