Research type 
Qualitative
Region 
National
Year of report 
2007

Summary of findings

 
  • Respondents were happy with their level of understanding of sexual health and alcohol issues and satisfied with information and support from internet, peers and parents
  • Google provides the common access point to relevant websites, with most respondents believing that they are able to differentiate between good and bad sites. Favourites folders and PC auto complete software typically offered repeat access to favourite sites – and it was clear that specific URLs are rarely committed to memory.
  • The majority trusted major brands such as the NHS and the BBC. Where health information was being actively sought (and this seemed to be relatively infrequently), most were happiest when dealing with relevant major brands such as the NHS.
  • The government was also largely trusted in terms of likely accuracy of information, but its motives were consistently questioned and delivery mechanisms were expected to be heavy-handed and old-fashioned.
  • The Know Your Limits and Condom Essential Wear campaigns were reasonably well recalled from TV advertising, although none of the respondents had been prompted to visit the websites. Reactions to the campaign sites were largely positive.
  • Responses to the campaigns materials do indicate that a relevant online campaign identity is important for this audience.
  • Responses to Directgov were uniformly negative, even amongst those who had previously visited the site for information about legal and administrative issues. It was seen as text-heavy, hard to use and not aimed at the needs of young people. Crucially, it was not seen as suitable for the presentation of information about sensitive or personal issues.
  • The idea of a government Youth Portal was broadly rejected, mostly because expectations were that it would be politically-slanted and dull in terms of presentation and usage.

Research objectives

 

The business objective for this research was to provide evidence to inform a decision on whether the websites for two campaigns (“Know Your Limits” – alcohol campaign and “Condoms: Essential Wear” – sexual health campaign) could feasibly be incorporated into a potential ‘Youth Portal’ site. The Youth Portal site would potentially contain information on various topics from government departments. The overarching research objective was to understand the strengths and weaknesses of hosting information on a potential portal-type website, compared to the current arrangements.

Background

 

In 2006, Research Works conducted research on behalf of COI/Department of Health which explored the general public’s health and social care information needs, and in particular, the role of the Internet in delivering these information needs. The Department of Health now wished to build on these findings by exploring the health and information needs of two distinct audiences of young people (16-19 yrs and 20-28yrs), particularly in terms of Internet delivery. The core target audience for the ‘Know your limits’ alcohol campaign and the ‘Condoms: Essential Wear’ sexual health campaign have been broadly defined as people aged 16 – 28 years old. Qualitative research was conducted in order to consult this audience regarding its information needs, and in particular how the Internet might deliver this information.

Research participants

 

Group Composition:

1.Alcohol know your limits campaign:

  • 16-19 year olds

4 pair depths (1 hour, 2 respondents): - Female, ABC1 - Male, ABC1 - Female, C2DE - Male, C2DE

  • 20-28 year olds

2 triad pair depths (1 hour, 3 respondents): - Male, C1C2 - Female, C1C2 All respondents agreed with the attitude statement that “I regularly go out drinking with the intention of getting drunk.” All respondents were using the internet regularly - at least weekly or more - for banking, downloading music, games, on-line shopping, e-mails etc…

2. Sexual Health (Condoms: Essential Wear Campaign)

  • 16 – 19 year olds

4 pair depths (1 hour, 2 respondents): - Female, ABC1 - Male, ABC1 - Female, C2DE - Male, C2DE

  • 20 – 28 year olds

- 2 triad pair depths (1 hour, 3 respondents): - Male, C1C2 - Female, C1C2 All respondents were sexually active All respondents were using the internet regularly - at least weekly or more - for banking, downloading music, games, on-line shopping, e-mails etc…

Audience Summary

Gender

 
Male
Female

Ethnicity

 

General population

Age

 

Two age groups participated in the research: 16-19 yrs and 20-28 yrs

Social Class

 

Groups divided into following social groups

  • ABC1
  • C1C2
  • C2DE

Methodology

Data collection methodology

 
Depth interviews

Sample size

 

28 in total

Detailed region

 

Not stated

Fieldwork dates

 

2006

Agree to publish

 

Private

Sensitivity

 

low

Research agency

 
Research Works

COI Number

 
280495

Report format

 
Word