Exposure of Children and Adolescents to Alcohol Marketing on Social Media Websites
Exposure of Children and Adolescents to Alcohol Marketing on Social Media Websites
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DOI：
10.1093/alcalc/agt174
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发表时间：
2014-03-01
影响因子：
2.8
通讯作者：
Nolte, Ellen
中科院分区：
文献类型：
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作者：
Winpenny, Eleanor M.;Marteau, Theresa M.;Nolte, Ellen
2011年，在线营销成为英国最大的营销渠道，首次超过电视。这项研究旨在描述英国儿童和年轻人在社交媒体网站上接触酒精营销的情况。研究方法：我们使用了2010年12月至2011年5月英国年轻人最常用的三个社交媒体网站的商业数据。我们按年龄（6-14岁; 15-24岁）和性别分析了Facebook、YouTube和Twitter的覆盖范围（每月使用该网站的互联网用户比例）和印象（每月在该网站上浏览的单个页面数量）。我们进一步分析了五个酒类品牌的案例研究，以评估2012年2月和3月在Facebook、YouTube和Twitter上提供的营销人员生成的品牌内容。结果：Facebook是覆盖率最高的社交媒体网站，15-24岁的男性平均每月覆盖率为89%，女性为91%。YouTube的月平均访问量与之相似，而Twitter在所研究的年龄组中的使用率要低得多。所有五个被研究的酒类品牌都有Facebook页面、Twitter页面和YouTube频道，用户参与度各不相同。18岁以下的用户无法访问Facebook页面，但在大多数情况下，所有年龄段的人都可以访问YouTube内容和Twitter内容。结论：在线酒类销售的增加和年轻人大量使用社交媒体网站表明，这是一个需要进一步监测和监管的领域。
Aims: In 2011, online marketing became the largest marketing channel in the UK, overtaking television for the first time. This study aimed to describe the exposure of children and young adults to alcohol marketing on social media websites in the UK. Methods: We used commercially available data on the three most used social media websites among young people in the UK, from December 2010 to May 2011. We analysed by age (6-14 years; 15-24 years) and gender the reach (proportion of internet users who used the site in each month) and impressions (number of individual pages viewed on the site in each month) for Facebook, YouTube and Twitter. We further analysed case studies of five alcohol brands to assess the marketer-generated brand content available on Facebook, YouTube and Twitter in February and March 2012. Results: Facebook was the social media site with the highest reach, with an average monthly reach of 89% of males and 91% of females aged 15-24. YouTube had a similar average monthly reach while Twitter had a considerably lower usage in the age groups studied. All five of the alcohol brands studied maintained a Facebook page, Twitter page and YouTube channel, with varying levels of user engagement. Facebook pages could not be accessed by an under-18 user, but in most cases YouTube content and Twitter content could be accessed by those of all ages. Conclusion: The rise in online marketing of alcohol and the high use of social media websites by young people suggests that this is an area requiring further monitoring and regulation.