You've got mail: Drinks are on sale! A study to assess volume and content of direct marketing received from online alcohol retailers in Australia

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Introduction: Online alcohol purchasing and home delivery has increased in recent years, accelerated by the onset of the coronavirus disease 2019 pandemic. This article aims to investigate the purchasing and drinking behaviour of Australians who use online alcohol delivery services.Method: A cross-sectional self-report survey with a convenience sample of 1158 Australians ≥18 years (49.3% female) who used an online alcohol delivery service in the past 3 months, recruited through paid social media advertisements from September to November 2021. Quota sampling was used to obtain a sample with age and gender strata proportional to the Australian adult population. Descriptive statistics were generated and logistic regression used to explore variables that predict hazardous/harmful drinking (Alcohol Use Disorders Identification Test score ≥8). Results: One-in-five (20.1%, 95% confidence interval [CI] 17.8-22.5) participants had used an alcohol delivery service to extend a home drinking session because they had run out of alcohol and wanted to continue drinking and, of these, onethird (33.9%, 95% CI 27.9-40.4) indicated that if the service was not available they would have stopped drinking. Using delivery services in this way was associated with six times higher odds of drinking at hazardous/harmful levels (odds ratio 6.26, 95% CI 3.78-10.36). Participants ≤25 years were significantly more likely to report never having their identification verified when receiving their alcohol delivery at the door compared with purchasing takeaway alcohol in-person at a bottle shop (p < 0.001, McNemar). Discussion and Conclusion:Given the risks associated with alcohol delivery, regulation of these services should be improved to meet the same standards as bricks-and-mortar bottle shops.

Section: Discussionmentioning

confidence: 99%

Cross‐sectional survey of a convenience sample of Australians who use alcohol home delivery services

Colbert

Wilkinson

Thornton

et al. 2023

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“…Research team members included a third-year PhD student (SC) and her four supervisors, who have diverse experience in qualitative and quantitative public health research. This study is the fourth conducted by this research team on the topic of online alcohol purchasing and home delivery (see [8,12,20]). This body of work will comprise the content of SC's PhD thesis.…”

Section: Discussionmentioning

confidence: 99%

‘The convenience is a double‐edged sword’: Qualitative interviews with people who use online alcohol delivery services

Colbert,

Thornton,

Wilkinson

et al. 2023

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IntroductionThe past decade has seen a shift towards online purchasing and home delivery of alcohol, with this trend accelerated due to the COVID‐19 pandemic. However, research in this area is limited. This study aims to explore how and why people use online alcohol delivery services.MethodsSemi‐structured qualitative interviews (mean = 12.5 min; range = 7–19.5 min) with a convenience sample of 40 Australians ≥18 years who purchase alcohol online for delivery at least once per month. Reflexive thematic analysis was used to analyse and report the data.ResultsThree themes were generated. (i) The convenience is a ‘double‐edged sword’: almost all participants expressed that they use alcohol delivery services because they reduce difficulty in obtaining alcohol by saving time or energy/effort; however, for some this could lead them to purchase and consume more alcohol than they otherwise would have. (ii) Cost savings motivate online purchases: some participants expressed that they could access alcohol more cheaply online than in‐store due to promotions, cost‐comparisons and the ability to shop at low‐cost outlets. (iii) Initiating or increasing use during the COVID‐19 pandemic: for some people continued or increased use had been maintained as they had grown accustomed to the convenience or changed shopping habits.Discussion and ConclusionParticipants purchased alcohol online for home delivery primarily for convenience; however, for some the convenience could lead them to purchase and consume more alcohol than they otherwise would have. Targeted improvements to the regulation of these services are needed to minimise the risks they may pose for alcohol harm.

“…Recent analysis of online alcohol retailer websites suggests that online retailers may promote risky drinking habits through general advertising cheap high alcohol content products, such as bottled wine, offering ‘buy now pay later’ options, and emphasising contactless and on‐demand delivery [13]. Consumers who purchase alcohol online are also consistently exposed to targeted marketing messages, discount opportunities via both email and push notifications, and reinforcement of the speed of delivery (typically 1 to 2 h), directly encouraging impulse purchases [14]. These strategies allow cheap alcohol to be conveniently accessed, including by intoxicated individuals.…”

Section: Introductionmentioning

confidence: 99%

“…Literature from the United States also indicates for young adults, purchasing alcohol through online home delivery is associated with high‐risk drinking [22]. Further, alcohol is also heavily advertised online, via algorithmic targeting and personalisation of messages [14]. These advertisements typically contain links to initiate seamless and convenient purchases, thus enabling impulsive buys.…”

Section: Introductionmentioning

confidence: 99%

Characteristics of high‐ and low‐risk drinkers who use online alcohol home delivery in Western Australia

Coomber,

Baldwin,

Taylor

et al. 2023

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IntroductionVariation in alcohol availability is an important driver of levels of consumption and harm, with recent increases in online alcohol home delivery use expanding availability. There is limited research on the impacts of these changes and the characteristics of consumers who use alcohol home delivery.MethodsThis study presents findings from an online survey (n = 465) of Western Australian adults who had purchased alcohol for home delivery within the past 6 months. Analyses compared high‐risk and low‐risk drinkers on use of, and exposure to, alcohol home delivery.ResultsCompared to low‐risk drinkers, high‐risk drinkers were significantly more likely to make more frequent online purchases (odds ratio 5.42), utilise same day delivery (odds ratio 2.91) and purchase through specialised online‐only retailers (odds ratio 2.69). High‐risk drinkers also reported receiving deliveries while intoxicated more often (odds ratio 11.62), and ordering alcohol for delivery to continue a current drinking session (odds ratio 7.47). High‐risk drinkers also received advertising for alcohol home delivery more frequently (odds ratio 1.60) than low‐risk drinkers. High‐risk drinkers also ordered larger quantities of alcohol than low‐risk drinkers (M = 49 vs. 32 standard drinks).Discussion and ConclusionsFindings from this study indicate that these services are popular with high‐risk drinkers and potentially undermine other policy efforts to reduce drinking. Within Australia, stronger legislation (such as mandatory delay between order and delivery) and monitoring (e.g., test purchasing for compliance) are recommended.