Alcohol abuse research reveals 'Cyber Millennial' as a risk group

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by Change | 12 May 2009

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New research has identified a category of people who are at risk of alcohol abuse. Termed 'cyber millenials' by the report, the group is defined as tech-savvy people living in fashionable neighbourhoods in urban areas.

Results from the study will be published in the August issue of Alcoholism: Clinical and Experimental Research.

The research uses a tool to reach certain groups of people widely used in social-marketing efforts.

Corresponding author for the study, Howard B Moss, said: "Marketing research provides a unique window on individuals as consumers that has rarely been used in alcohol-prevention efforts."

The research discovered that cyber millenials are very health conscious, aside from being at high risk of binge drinking. The report discovered that their smoking rate is below average, they go to the gym and eat organic foods, yet they binge drink at a level that will harm their health.

According to a General Household Survey by the Office of National Statistics, 37 per cent of adults exceeded the daily recommended drinking levels in 2007. The survey found that 41 per cent of men exceeded the level, compared to 34 per cent of women.

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