Approximately a fifth of the population in England are thought to drink at hazardous levels of consumption, and a further 5% at harmful levels. Such levels of consumption are associated with a wide range of health, crime and economic harms. However, neither consumption nor harms are universally experienced, and in order to effectively target interventions it is vital to understand which populations are most at risk.
Segmentation tools are one way of doing this, allowing the grouping of populations by age, gender, lifestyle, attitude and motivation. To further understand population segmentation in alcohol misuse, the North West Public Health Observatory has published a series of four reports utilising segmentation tools to discuss alcohol consumption, attitudes and related admission.
This is the first report in the series and focuses on attitudes and motivations around consumption. The second and third report discuss,consumption and hospital admissions respectively, whilst the fourth report in the series summarises the findings and presents them by classification in order to present an overview of the attitudes, consumption and harms experienced by each segmentation type.
Read Full Report (PDF)
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