in conjunction with Young Persons Alcohol and Tobacco Survey 2011 Lancashire Local Authority Results Issue date: 13th July 2011

TSNW would like to thank David Johnnie and the Underage Sales Focus Group Representatives from across the region for their efforts in assisting with the co-ordination of this survey. For further information about this report, please contact Kate Pike (Regional Co-ordinator) by at

Table of contents Introduction Sample profile Alcohol consumption Purchasing alcohol General attitudes and behaviour Understanding of legislation Smoking behaviour

INTRODUCTION

Background and objectives In 2011, Ci Research (Ci) was re-commissioned by Trading Standards North West (TSNW) to conduct a regional study to monitor and evaluate the behaviour and attitudes of year olds towards alcohol and tobacco. This study has been conducted every two years since 2005 and covers the majority of local authorities in the North West region. The findings of the study are used to: Inform strategies for dealing with the sale of alcohol and tobacco to young people who are under age; Monitor changes in behaviour and attitudes regarding alcohol consumption; Identify key areas to focus efforts in addressing issues related to the sale of alcohol and tobacco to those who are underage. This report details the latest results for Lancashire Local Authority, highlighting the changes in attitudes and behaviour over time, significant differences by age and gender, and comparisons with other local authorities.

Methodology overview Fieldwork took place between January and April The self-completion questionnaire used for the latest survey was similar to the one used in 2009, to enable comparisons of the results against previous studies. 21 Trading Standards Services in the North West participated in the 2011 survey. Individual Trading Standards Services assumed responsibility for the distribution and collection of questionnaires to and from schools. Local Trading Standards Services liaised with local schools to obtain survey responses. The survey highlighted that pupils should be open and honest when completing the questionnaires, and assured that all responses would be anonymous. A total of 13,051 questionnaires were completed and returned to Ci. Of these, 1461 (11%) were from young people in schools in the Lancashire Local Authority Ci assumed responsibility for collating and verifying all the data and information provided, and producing report summarising the key research findings. Separate local authority area reports are also being produced to inform local understanding and initiatives.

SAMPLE PROFILE

Sample breakdown by Local Authority Base: In brackets - see legend Number of Respondents 1461 young people from Lancashire took part in the 2011 survey, ensuring that overall results for the local authority were accurate to between +/-1.54% to +/-2.56%, based on a 95% confidence level.

Base: 768 Respondents (53% of sample) Balance: 94 Respondents (6% of sample) –Only provided postcode for first 2-3 characters 148 Respondents (10% of sample) –Provided 4+ characters, but postcode could not be identified 451 Respondents (31% of sample) –Did not enter a postcode The map below provides a geographical illustration of who took part in the survey in Lancashire. Over two thirds (69%) of respondents provided a postcode, of which 76% could be matched for mapping purposes. 31% of the sample in Lancashire did not disclose their postcode.

Sample breakdown by Police Authority % Respondents The majority of the sample still falls under the Greater Manchester Police Authority, despite the proportion declining since Compared to the 2009 survey there is slightly higher representation from Merseyside, Cheshire and Cumbria. Base: ; ; 2009 – 13902;

Base: 2005 – 729; 2007 – 769; 2009 – 1558; Balance: Not stated Sample breakdown by Gender Lancashire % Respondents Sample breakdown by Age Lancashire % Respondents Base: ; 2007 – 769; 2009 – 1558; Balance: Not stated In Lancashire, there was a near equal split in the proportion of males and females who took part in the survey. As in previous years, the sample comprised predominantly of 15 and 16 year olds, although there was a significant decrease in the proportion of 16 year olds (36% cf. 55% in 2009) and a higher representation from 14 year olds than previously seen (10%). NW Total Sample 2011 Male 50% Female 50% NW Total Sample Year olds: 13% 15 Year olds: 46% 16 Year olds: 39% 17 Year olds: 1%

Sample Confidence Intervals - Lancashire Local AuthorityNumber of respondentsConfidence Interval based on 95% confidence levels – Results accurate to... Lancashire1461+/-1.54% to +/-2.56% Gender Male694+/-2.23% to +/-3.72% Female679+/-2.26% to +/-3.76% Age /-5.1% to +/-8.5% /-2.22% to +/-3.69% /-2.7% to +/-4.49% 1715Not applicable The table below provides an estimate of the statistical accuracy of results for Lancashire based on the samples achieved, and assuming 95% confidence levels. These figures will differ from question to question as not all respondents answered every question.

ALCOHOL CONSUMPTION

How often do you drink alcohol? (prompted) Lancashire % Respondents Base: ; 2007 – 971; 2009 – 1618; Balance: Not stated The proportion of year olds claiming to drink alcohol once a week or more has continued to decline (31% cf. 40% in 2009). This is marginally higher than the regional average (+2%). NW Total Sample 2011 Once a week or more: 29% Less than once a week: 51% Never: 20%

How often do you drink alcohol? (prompted) Lancashire % Respondents Base: 2007 – 791; 2009 – 1618; Balance: Not stated Analysis at a more detailed level reveals a 4% fall in the proportion of year olds in Lancashire who claimed to drink alcohol twice a week or more (17% cf. 21% in 2009). NW Total Sample 2011 Twice a week or more: 14% Once a week: 15% 1 to 3 times a month: 25% Less than once a month: 26% Never: 20% “How often do you drink alcohol” findings available at a more detailed level from 2007 onwards only. Not available to this level for 2005.

Young people in Oldham and Trafford have the highest proportion drinking at least once a week (both 40%). Lancashire has a slightly higher proportion of year olds drinking alcohol at least once a week (32%) compared to the North West overall (29%). Base: 12,964 Balance: Not stated How often do you drink alcohol? (Analysis by Local Authority) Overall NW 2011 % Respondents

Base: In brackets Balance: Not stated. *N.B. Low sample size How often do you drink alcohol? (Analysis by age and gender) Lancashire: 2011 % Respondents Results indicate that alcohol consumption amongst males in Lancashire is more polarised, with slightly higher percentages claiming not to drink and drink alcohol frequently compared to females. The chart also highlights that the likelihood to drink alcohol increases with age.

Frequency of binge drinking (5 or more alcoholic drinks on one occasion) Lancashire % Respondents Base: 2007 – 780; 2009 – 1602; Balance: Not stated. Not asked in 2005 The percentage of year olds in Lancashire identified as binge drinkers has fallen in 2011 (65%, cf. 71% in 2009). NW Total Sample 2011 Never binge drink: 33% Occasional binge drinkers:47% Regular binge drinkers: 20%

% Respondents Base:2007 – 780; 2009 – 1602; Balance: Not stated. Not asked in 2005 Frequency of binge drinking (5 or more alcoholic drinks on one occasion) Lancashire Analysis at a more detailed level reveals a 10% fall in the proportion of year olds in Lancashire that claimed to binge drink at least once a week (20% cf. 30% in 2009). Furthermore those claiming to never binge drink has increased (35% cf. 29% in 2009). NW Total Sample 2011 Twice a week or more: 10% Once a week: 10% 1 to 3 times a month: 19% Less than once a month: 28% Never: 13% Never drink: 20%

Relatively higher levels of regular binge drinking were identified amongst year olds in Rochdale (31%), Oldham (25%), Blackburn and Trafford (both 23%). The results for Lancashire were consistent with the North West average. Base: 10,188 Balance: Not stated Frequency of binge drinking (Analysis by Local Authority) 2011 % Respondents

Frequency of binge drinking (Analysis by age and gender) Lancashire: 2011 % Respondents Base: see brackets Balance: Not stated. *N.B. Low sample size Within Lancashire, binge drinking (both occasional and regular) increases with slightly age. Males were found to be more polarised in their behaviour with regards to binge drinking, with a slightly higher proportion both regularly and never binge drinking compared to females.

Base: 2007 – 680; 2009 – 1251; Balance: Not stated / Do not drink alcohol. Not asked in 2005 Do you tend to drink alone or in groups? (% who drink alone) Lancashire % Respondents who drink alone The proportion of year olds claiming to drink alcohol on their own was slightly higher than recorded previously, and in line with the regional average. Males were more likely to drink on their own (9%) than females (5%). NW Total Sample 2011 Drink alone: 7%

Where do you mostly drink? (prompted) Lancashire % Respondents Base: 2007 – 697; 2009 – 1308; Balance: Not stated. Do not drink alcohol. Multiple responses allowed. It is noted that there has been a decrease in the percentage of year olds in Lancashire who claimed to drink alcohol outside (22% cf. 34% in 2009) and in pubs or clubs (20% cf. 32% in 2009). NW Total Sample 2011 Special occasions (friends): 49% Friend’s house (parents out); 49% Special occasions (family): 47% At home (parents in): 49% Friend’s house (parents in):40% Outside: 21% Pubs / clubs: 20% At home (parents out): 24%

Percentage drinking outside / in pubs or clubs - Analysis by Local Authority 2011 % Respondents Underage drinking in pubs / clubs appears to be more prevalent in Rochdale, Blackburn and Bury. Drinking outside in parks and the streets appears to be more of an issue in Oldham, Blackburn, Manchester, Liverpool and Trafford. Lancashire’s results are relatively consistent with the North West region as a whole. Base: 10,254 Balance: Not stated

% Respondents If you drink outside, approximately how many other people do you usually drink with? Lancashire Base: 2007 – 261; 2009 – 451; Balance: Do not drink alcohol outside. Not stated. Not asked in 2005 Where year old did drink outside, approaching two fifths (38%) claimed to do so in groups of more than 10, 5% higher than in 2009 (33%), but slightly below the North West average (40%). NW Total Sample to 2: 2% 3 to 5: 19% 6 to 10: 39% 11 to 20: 28% More than 20:12%

% Respondents Base: 2007 – 470; 2009 – 884; Balance: Do not drink alcohol. Not stated. Not asked in In a typical week, how many units of alcohol do you drink? Lancashire 28% of year olds in Lancashire claimed to drink 5 or less units of alcohol per week (2% higher than the regional average). There has been a 10% decline in the proportion claiming to drink more than 30 units a week (8% cf. 18%). NW Total Sample or less: 26% 6 to 10:20 % 11 to 15: 15% 16 to 20: 10% 21 to 25: 7% 26 to 30: 5% More than 30: 9%

% Respondents Preferred brands Lancashire Base: 2007 – 384; 2009 – 700; Balance: Do not drink alcohol. Not stated Not asked in Multiple response allowed WKD and Smirnoff were identified as the most popular brands amongst year olds in Lancashire, although the popularity of both has declined since 2009.This is consistent with the North West overall. NW Total Sample 2011 Top 10 Smirnoff / Ice: 9% WKD: 6% Fosters: 4% Budweiser: 4% Magners: 3% Strongbow: 3% Corona: 2% Stella: 2% Carlsberg:2% Jack Daniels: 2%

PURCHASING ALCOHOL

Where do you get your alcohol from? Lancashire Base: 2007 – 691; 2009 – 1283; Balance: Do not drink alcohol. Not stated Multiple response allowed % Respondents In line with the North West results, most year olds in Lancashire claimed to get alcohol from their friends and family. Results for Lancashire showed that the proportion who claimed to purchase their own alcohol has fallen. This was particularly notable in pubs/ clubs (down to 9% from 18% in 2009). NW Total Sample 2011 Friends / family over 18: 52% Parents / guardians: 55% Buy from off licences: 12% Friends / family under 18:15% Buy from pubs / nightclubs: 11% Adults outside shops buy: 11% Take from parents: 8% Buy from supermarkets: 4%

Percentage claiming to buy themselves Lancashire % Respondents Lancashire Base: 2005 – 615; 2007 – 691; 2009 – 1283; Balance: Do not drink alcohol. Not stated The percentage of year olds in Lancashire who claimed to buy alcohol themselves has fallen by 12% (15% cf. 27% in 2009).

Percentage buying alcohol themselves - Analysis by Local Authority % Respondents The percentage of year olds claiming to buy alcohol themselves has remained consistent or fallen for most local authorities. Lancashire had one of the lowest percentages for year olds purchasing alcohol themselves (15%), 5% below the regional average (20%). Base: 2007 – 9410; 2009 – 10,802; 2011 – 10,004 Balance: Not stated

Percentage buying alcohol themselves - Analysis by age and gender Lancashire % Respondents Overall Base: 2007 – 691; 2009 – 1283; Balance: Do not drink alcohol / Not stated Results not shown where base size is <10. In Lancashire, the percentage of years olds buying alcohol themselves has declined by 12% (15% cf. 27% in 2009). This fall is consistent by gender and across all ages groups. NW Total Sample %

Base: 2007 – 236; 2009 – 339; Balance: Have not bought alcohol themselves. Not stated. Results not given where base size is <10 Not asked in 2005 NW Overall Sample 2011 Yes: 52% Have you ever been asked for ID when buying alcohol? (% answering yes) Lancashire % Respondents saying “yes” Approximately half (51%) of the year olds surveyed in Lancashire who claimed to purchase their own alcohol stated that they had been asked for ID. There was no significant difference in the results by age or gender.

Base: 2007 – 680; 2009 – 1163; Balance: Not stated. Not asked in 2005 Do you have fake ID? Lancashire Where did you get your fake ID from? Lancashire % Respondents Base: 2007 – 37; 2009 – 94; Balance: Do not have fake ID, Other, Not stated Not asked in 2005 In this latest survey, 8% of year olds in Lancashire claimed to have fake ID. Buying from the internet remains the most common means of obtaining fake ID, although there appears to have been a sharp rise in the percentage making fake ID themselves (30% cf. 10% in 2009). NW Total Sample 2011 Yes: 7% No: 93% NW Total Sample 2011 Internet: 31% Made myself: 29% Friend/family O18: 6% Older sibling: 22% Friend/family U18:4%

GENERAL ATTITUDES AND BEHAVIOUR

Attitudes and behaviour relating to alcohol Lancashire I make sure I am not on my own when out drinking alcohol (1083) I always feel in control when I drink (1093) I drink alcohol to get drunk* (1100) I tend to forget things when I have been drinking (1084) I worry that my drink may get spiked (1090) I drink alcohol because there is nothing else to do (1098) I drink alcohol because my friends do (1107) % Disagree Strongly / Disagree% Agree Strongly / Agree 2011 Differences 66% Male 54% Female Base: 2007 – 684 (Avg); 2009, 2011 – See brackets above Balance: Not stated / Do not drink. Not asked in *Not asked in 2007 Attitudes and behaviour remained relatively consistent in However, there was a notable decline in the proportion claiming to drink alcohol just to get drunk (52% cf. 61% in 2009). 32% Female 14% Male 92% Female 79% Male 48% Female 37% Male NW Total % 59% 58% 42% 22% 27% 26%

Have you ever had sex?* (1031) Have you ever been violent or had a fight whilst drunk? (1071) Have you ever regretted having sex after drinking? (679) Have you ever been in a car with a young person driving who had been drinking? (1108) % saying ‘no’ % saying ‘yes’ Behaviour relating to alcohol Lancashire Base: 2007 – 673 (Avg); 2009, 2011 – See brackets above Balance: Not stated / Do not drink. Not asked in 2005 *Not asked in % Male 19% Female 40% 16yrs old 30% 15yrs old 2011 Differences Compared to 2009, a lower percentage of year olds in Lancashire claimed to have had sex, and a lower percentage claimed to have been violent of had a fight whilst drunk. NW Total 2011 (% yes) 32% 22% 13% 15%

UNDERSTANDING OF LEGISLATION

It is a criminal offence for U18s to drink alcohol at home (1340) It is a criminal offence for O18s to buy alcohol for U18s (1339) It is a criminal offence for U18s to buy alcohol (1360) It is a criminal offence to sell alcohol to U18s (1341) % thinking statement is “True” Understanding of legislation regarding alcohol Lancashire % thinking statement is “False” Base: 2007 – 762 (Avg); 2009, 2011 – see brackets above Balance: Not stated. In Lancashire, understanding of legislation with regard to alcohol was slightly higher than for previous years. NW Total % 93% 10% 91%

% Respondents Understanding of legislation: It is a criminal offence for under 18s to buy alcohol? (Analysis by purchasing behaviour) - Lancashire 2011 Base: In brackets Balance: Not stated Thinking specifically about understanding of legislation around under 18s purchasing alcohol, year olds surveyed in Lancashire who claimed to buy their own alcohol were less likely to be aware that this is an offence compared to others.

SMOKING BEHAVIOUR

Which of the following best describes your smoking behaviour? (Prompted) Lancashire % Respondents Base: 2007 – 779; 2009 – 1579; Balance: Not stated Not asked in 2005 NON-SMOKERS 2011: 80% 2009: 76% 2007: 72% SMOKERS 2011: 20% 2009: 24% 2007: 27% A fifth of year olds (20%) surveyed in Lancashire claimed to smoke, 4% lower that the figure reported in 2009 (24%). The percentage who claimed to have never tried smoking was 6% higher than in 2009 (51% cf. 45%). NW Total Sample 2011 Never tried: 54% Tried but did not like: 22% Smoked but given up: 6% Smoke when drinking alcohol:7% Smoke less than 5 a day: 3% Smoke 6-10 a day: 4% Smoke >10 a day: 4%

Base: 2009 – 13038; 2011 – 12,388 Balance: Not stated In 2011, none of the North West local authorities reported an increase in the percentage of smokers amongst year olds. The percentage claiming to smoke in Lancashire was slightly higher than for the North West overall. Do you smoke? (Analysis by Local Authority) % Respondents

Do you smoke? (Analysis by age and gender) Lancashire 2011 % Respondents Base: In brackets Balance: Not stated. N.B.* Low sample size An analysis of the results by segment highlights that young females in Lancashire were more likely to smoke than young males. The percentage claiming to smoke increased with age.

How old were you when you started smoking? Lancashire % Respondents Base: 2007 – 779; 2009 – 434; Balance: Not stated / Do not smoke Not asked in 2005 The majority of young smokers in Lancashire claimed to have started smoking when they were aged 13 to 14 (41%). Results show an increase in the percentage who claimed to start smoking at the age of 10 or less (15% cf. 11% in 2009). NW Total Sample or less: 13% 11 years old: 8% 12 years old: 13% 13 years old: 22% 14 years old: 24% 15 years old: 17% 16 to 17 years old: 2%

Where do / did you get your cigarettes from? Lancashire % Respondents Base: 2007 – 275; 2009 – 472; Balance: Not stated / Do not smoke. Multiple responses allowed. Not asked in There has been a sharp fall in the proportion of young smokers in Lancashire claiming to purchase their cigarettes from off licences (30% cf. 42% in 2009) and newsagents (24% cf. 37% in 2009). NW Total Sample 2011 Buy from off licences: 34% Buy from newsagents: 27% Brothers /sisters / friends (>16/18): 31% Brothers / sisters / friends (<16/18): 25% Buy from street sellers / neighbours / vans:18% Parents / guardians; 13% Buy from supermarkets: 8% Buy from vending machines: 8%

Where do / did you get your cigarettes from? (By Age) Lancashire 2011 Base: In brackets Balance: Not stated / Do not smoke# Results not shown where sample size is <10 % Respondents In particular, 14 year olds appear to be more likely than other age groups to from brothers, sisters and friends under 18 and informal sellers. These results, however, should be treated with caution owing to the low sample size.

% Respondents Have you ever bought…? Lancashire Base: 2007 – 211; 2009 – 208; Balance: Not stated. Do not smoke. Multiple responses allowed. Not asked in 2005 Latest results indicate that there has been a significant fall in the purchase of single cigarettes, cigarettes with health warnings in different languages and fake cigarettes amongst year olds in Lancashire. NW Total Sample 2011 Single Cigarettes:67% Cigarettes with health warnings in different languages: 50% Cigarettes from other sellers: 42% Fake cigarettes: 28%

Base: 1,317 *N.B. Low sample size – Cheshire East, Manchester, Liverpool and Rochdale Balance: Not stated Respondents were most likely to have purchased cigarettes with health warnings in different languages in Trafford, Liverpool and Rochdale (although the sample sizes for the latter two LAs are low so the results should be treated with caution). In Lancashire, results were close to the regional average (53% cf. 50%). % Respondents Have you ever bought…cigarettes with health warnings in a different language? (Analysis by Local Authority) 2011

Base: 1,317 *N.B. Low Base – Cheshire East, Manchester, Liverpool and Rochdale Balance: Not stated The purchasing of fake cigarettes appeared to be most prominent in Liverpool*, Knowsley and Bolton, and least prominent in Trafford and Salford. Results for Lancashire were 6% below the North West average. % Respondents Have you ever bought…fake cigarettes? (Analysis by Local Authority) 2011

Respondents were more likely to have bought cigarettes from other types of sellers in Halton and Knowsley, and less likely to have done so in Rochdale*. Lancashire’s results just below the regional average. Base: 1,317 *N.B. Low Base – Cheshire East, Manchester, Liverpool and Rochdale Balance: Not stated % Respondents Have you ever bought…cigarettes from other sellers? (Analysis by Local Authority) 2011

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