Examining gender-specific differences in demographic characteristics, psychographic characteristics, and drinking behaviours between drinker subgroups.

The present study represents an audience analysis that explores the gender-specific differences between drinker subgroups in terms of demographic characteristics, psychographic characteristics, and drinking behaviours. The study is divided into two main parts. The first part examines the differences between those who engage in risky drinking and low-risk drinking on typical drinking occasions that tend to involve heavy alcohol consumption. The second part examines the differences between beverage consumer subgroups, namely, lower alcohol beer, higher alcohol beer, wine, spirit and ready-to-drink alcoholic beverage drinkers. The study used a nationally representative sample of male and female drinkers from New Zealand. Findings revealed significant differences between drinker subgroups that varied substantially by gender. Such findings
not only add to the current body of knowledge, but also indicate the need to take such differences into account for developing targeted prevention programs aimed at reducing alcohol-related harm in society.