Table 2.

Classification of alcohol marketing awareness (low, medium and high) by demographic and confounding variables

Variable	Valid n (n=1411)*	Low awareness (%)†	Medium awareness (%)‡	High awareness (%)§	χ2	P value
Gender					9.26	<0.01
Male	735	32.1	30.5	37.4
Female	676	37.3	32.8	29.9
Ethnicity					1.09	n.s.
White British	1082	34.5	32.3	33.3
Other ethnicity	317	35.0	29.3	35.6
IMD Quintile					10.56	n.s.
1 (most deprived)	247	34.4	26.3	39.3
2	266	35.7	28.2	36.1
3	288	36.8	31.9	31.2
4	292	32.2	34.6	33.2
5 (least deprived)	317	34.1	35.3	30.6
Country lived in					6.89	n.s.
England	1230	34.5	32.0	33.6
Scotland	93	34.4	33.3	32.3
Wales	53	39.6	30.2	30.2
Northern Ireland	34	29.4	17.6	52.9
Legal purchase age					14.10	<0.01
No	995	37.6	30.7	31.8
Yes	416	27.4	33.7	38.9
Current drinker					114.04	<0.001
No	609	49.9	26.9	23.2
Yes	784	23.1	34.8	42.1
Higher risk drinker					85.84	<0.001
No	1027	41.7	29.1	29.2
Yes	384	15.6	38.3	46.1
Education					13.90	<0.001
Not in education	79	17.7	31.6	50.6
In education	1330	35.6	31.7	32.8
Working status					7.93	<0.05
Not in work	1282	35.6	31.6	32.8
In work	127	24.4	32.3	43.3
Parents accept use					63.06	<0.001
No	722	44.2	28.4	27.4
Yes	689	24.4	35.0	40.6
Peer accept use
No	410	51.5	24.4	24.1	73.08	<0.001
Yes	1001	27.7	34.6	37.8

Due to a large number of categories, analysis of how awareness of alcohol marketing varied by mother (female carer), father (male carer) and close friend frequency consumption only reported in text.

χ² = Bivariate Pearson χ ².

*Valid sample excludes those who had reported ‘not sure’ to any marketing channels; sample is weighted.

†Low awareness equals <16 instances per month (ie, once every other day).

‡Medium awareness equals 17–53 instances per month (ie, almost once a day or more).

§High awareness equals >54 instances per month (ie, almost twice a day or more).