Tobacco and Alcohol Consumption of Pregnant Women in Canada CENTRE OF EXCELLENCE FOR EARLY CHILDHOOD DEVELOPMENT OMNIBUS RESEARCH REPORT Canadians Perceptions and Opinions Regarding Tobacco and Alcohol Consumption of Women During Pregnancy November 2002 File: 10552-002 Translated from the original French version by the Centre of Excellence on Early Childhood Development 507, place d Armes, suite 700, Montreal, Quebec H2Y 2W8 Tel.: 514-982-2464 Fax. : 514-987-1960 www.legermarketing.com
Table of Contents Introduction... 3 Research Results... 4 1. Tobacco Consumption During Pregnancy... 5 2. Alcohol Consumption on a Regular Basis During Pregnancy... 6 3. Alcohol and Tobacco Consumption on a Regular Basis During Pregnancy... 7 4. Perceived Causes of Tobacco and Alcohol Consumption During Pregnancy... 8 5. After-Effects Perceived of Tobacco and Alcohol Consumption During Pregnancy... 10 6. Tobacco and Alcohol Prevention Programs... 11 Questionnaire... 12 2
Introduction Context and research objectives Léger Marketing was mandated by the Centre of Excellence for Early Childhood Development to assess: the perceptions of Canadians with regard to tobacco and alcohol consumption of women during pregnancy; Perceived causes of tobacco and alcohol consumption during pregnancy; After-effects perceived of tobacco and alcohol consumption during pregnancy; prioritization regarding additional governmental investment in tobacco and alcohol prevention programs in specific age categories. Methodology This poll was conducted by Léger Marketing through telephone interviews with a random sample of 1,502 Canadians, aged 18 years and older, who spoke either French or English. Interviews were conducted from June 6 th to June 10 th, 2002 from our call centre in Montreal and Winnipeg. We allowed for up to 10 callbacks in cases where there was no reply. With the help of Statistics Canada, the results were weighted according to region, gender of respondents and language spoken in the household in order to make the sample representative of the adult population of Canada as a whole. Given the 1,502 people polled, there is a maximum margin of error of ± 2.6%, 19 times out of 20. Note to the reader The poll results are presented in comparative tables according to the region in which respondents resided. The tables in this document are highlighted with blue to indicate a significantly larger proportion of respondents from one region compared with respondents from the other regions, overall. Conversely, data highlighted in yellow indicate a significantly smaller proportion of respondents from one region compared with respondents from other regions, overall. In the tables, the data presented are rounded. The masculine form is used simply to reduce the quantity of text. 3
Research Results 4
1. Tobacco Consumption During Pregnancy Almost half (49%) of Canadians polled believe that less than a third of women smoke during pregnancy in Canada. However, almost a third (30%) of Canadians polled think that the proportion of women who smoke during pregnancy is 31% and up. It is noteworthy that one-fifth (21%) of Canadians polled did not venture an opinion on what percentage of women smoke during pregnancy in Canada. Table 1 : QD2. In your view, what percentage of women in Canada continue smoking tobacco during pregnancy?? ONLY ONE ANSWER Base : All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) 0% 1% 1% 1% 2% 2% 2% 1% 1% to 5% 6% 4% 6% 5% 7% 10% 5% 6% to 10% 10% 5% 13% 9% 16% 10% 8% 11 to 20% 15% 11% 21% 13% 10% 15% 19% 21% to 30% 16% 15% 18% 18% 15% 10% 15% 31% or more 30% 42% 27% 30% 25% 34% 25% does not know / refused to answer 21% 22% 14% 23% 25% 19% 27% B.C. (n=150) The tendency to think that over 31% of pregnant women smoke during pregnancy (30%) is found mainly among: women (33%) people between the ages of 18 and 24 (42%) or between the ages of 25 and 34 (36%) Maritimers (42%) stay-at-home individuals (39%) individuals with a high school education (35%) persons who think that adults should be given priority when it comes to potential additional investment in government anti-smoking or anti-alcohol programs (38%). 5
2. Alcohol Consumption on a Regular Basis During Pregnancy More than half (57%) of Canadians polled believe that less than a third of women consume alcohol more than once a month during pregnancy. However, more than a fifth (22%) of Canadians polled think that, in Canada, the proportion of women who consume alcohol more than once a week during pregnancy is 31% and up. It is noteworthy that a fifth (20%) of Canadians polled were not able to evaluate the percentage of women who consume alcohol more than once a week during pregnancy in Canada. Table 2 : QD3. In your view, what percentage of women in Canada drink alcohol (ex. beer, wine, or spirits) more than once a week during pregnancy? ONLY ONE ANSWER Base : All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) 0% 2% 3% 0% 2% 3% 2% 1% 1% to 5% 9% 3% 8% 9% 8% 18% 6% 6% to 10% 13% 15% 15% 11% 18% 12% 13% 11 to 20% 16% 15% 17% 15% 21% 16% 18% 21% to 30% 17% 21% 18% 18% 13% 13% 17% 31% or more 22% 22% 28% 23% 15% 21% 17% does not know / refused to answer 20% 21% 13% 22% 22% 20% 28% B.C. (n=150) The tendency to think that, in Canada, over 31% of women consume alcohol more than once a week during pregnancy (22%) is found mainly among: francophones (27%) residents of Quebec (28%) individuals at home (30%) individuals who think that priority should be given to adults if the government were to invest more in smoking and drinking prevention programs (31%) 6
3. Alcohol and Tobacco Consumption on a Regular Basis During Pregnancy More than half (57%) of Canadians polled believe that less than a third of women smoke every day and consume alcohol more than once a month during pregnancy. However, more than a fifth (22%) of Canadians polled think that, in Canada, the proportion of women who smoke every day and consume alcohol more than once a week during pregnancy is 31% and up. It is noteworthy that a fifth (20%) of Canadians polled were not able to evaluate the percentage of women who smoke every day and consume alcohol more than once a week during pregnancy in Canada. Table 3: QD4. In your view, what percentage of women in Canada smoke tobacco on a daily basis AND drink alcohol more than once a week during pregnancy? ONLY ONE ANSWER Base : All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) 0% 0% 1% 0% 1% 2% 2% 1% 1% to 5% 12% 9% 10% 13% 15% 16% 9% 6% to 10% 13% 11% 17% 12% 14% 10% 15% 11 to 20% 17% 11% 22% 15% 16% 19% 19% 21% to 30% 14% 19% 15% 14% 16% 14% 9% 31% or more 22% 26% 23% 23% 15% 19% 19% does not know / refused to answer 20% 23% 13% 23% 21% 20% 29% B.C. (n=150) The tendency to think that, in Canada, over 31% of women smoke every day and consume alcohol more than once a week (22%) is found mainly among: allophones (31%) individuals with a gross annual household income of between $20,000 and $39,999 (27%) manual workers (28%) stay-at-home individuals (32%) individuals with a college education (24%) 7
4. Perceived Causes of Tobacco and Alcohol Consumption During Pregnancy According to the Canadians polled, the living environment (37%) is by far the main influencing factor that could lead a woman to smoke or drink during pregnancy. Other factors that may influence pregnant women s behaviour mainly include: education (16%), marital problems (8%) and financial situation (8%). Over one-seventh (15%) of respondents think that none of the proposed factors influence pregnant women s behaviour when it comes to smoking and drinking. It should be noted that the answers were not spontaneous. Respondents were asked to choose from a set list of factors. Finally, less than one-tenth (9%) of Canadians polled did not venture an opinion on the potential causes of smoking and alcohol consumption during pregnancy. Table 4 : QD6. What factors do you think influence a woman to smoke tobacco or drink alcohol during pregnancy? TWO ITEMS MENTIONED* Base: All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) B.C. (n=150) Living environment 37% 40% 45% 33% 31% 30% 38% Education 16% 15% 20% 17% 12% 14% 12% Marital / Spousal conflict 8% 4% 12% 7% 10% 9% 5% Financial status 8% 7% 9% 7% 8% 10% 5% Age 5% 3% 2% 6% 4% 3% 7% Employment status 2% 1% 2% 3% 1% 3% 1% Ethnicity 2% 1% 1% 2% 2% 3% 3% None of the above 15% 20% 7% 16% 18% 19% 17% Does not know / refused to answer 9% 1% 2% 9% 13% 9% 12% *The vertical total may exceed 100%, because the respondents could give up to two answers. The tendency to believe that the living environment is a factor that can influence women s smoking and drinking behaviour during pregnancy (37%) is found mainly among: francophones (43%) residents of Quebec (45%) individuals with a college education (42%) individuals who think that young adults should be given priority in any potential additional investment in government anti-smoking or anti-alcohol programs (44%). 8
Respondents who believe that education is a factor that can influence pregnant women s smoking and drinking behaviour (16%), mainly include: individuals between the ages of 35 and 44 (21%) residents of Quebec (20%) individuals with a gross annual household income of $60,000 or more (22%) professionals (23%) individuals with a university education (25%) 9
5. After-Effects Perceived of Tobacco and Alcohol Consumption During Pregnancy According to Canadians polled, learning disorders (36%) are the most common after-effects for the children of mothers who consume alcohol during pregnancy. Other after-effects that often affect the children of mothers who consume alcohol during pregnancy are: mental health problems (22%), addiction problems (18%) and emotional problems (15%). A small proportion (3%) of respondents think that none of the proposed aftereffects have an impact on the children of mothers who consume alcohol during pregnancy. It should be noted that the answers were not spontaneous. Respondents were asked to choose from a set list of after-effects. Less than one-tenth (8%) of Canadians polled did not venture an opinion on the potential problems of a child whose mother consumes alcohol during pregnancy. Table 5: QD5 Which o f the following do you see having an effect on a child whose mother drank alcohol during pregnancy? ONLY ONE ANSWER Base : All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) Learning disabilities 36% 35% 35% 33% 40% 41% 41% Mental health issues 22% 19% 18% 23% 24% 23% 24% Addiction / Withdrawal issues 18% 23% 22% 16% 20% 16% 11% Physical disorders 15% 14% 19% 15% 8% 13% 9% None of the above 3% 3% 2% 4% 0% 2% 4% Does not know / refused to answer 8% 6% 4% 9% 9% 5% 11% B.C. (n=150) The tendency to think that learning disorders are the most common after-effect of children whose mothers consume alcohol during pregnancy (36%) is found mainly among: women (40%) English-speakers (38%) individuals whose gross annual household income is between $40,000 and $59,999 (43%) employees in the service, sales or office work sector (41%) individuals who think that the priority should be given to adolescents in any additional investments in government anti-smoking and anti-alcohol programs (39%). Allophones (33%) are proportionally more inclined to think that mental health problems constitute the most common problem affecting children whose mothers consume alcohol during pregnancy. 10
6. Tobacco and Alcohol Prevention Programs Overall, more than half (59%) of Canadians polled state that the priority for all additional investments in government anti-smoking and anti-alcohol programs should be given to adolescents between the ages of 12 and 17. Furthermore, almost one-fifth (18%) of respondents estimate that the priority should be given to young adults between the ages of 18 and 29 if the Canadian government were to invest an extra 100 million dollars in anti-smoking and antialcohol programs. It is noteworthy that 4% of Canadians polled did not know which answer to provide to this question. Table 6: QD1. There are currently programs targeted at the prevention of tobacco and alcohol use in Canada. If the Canadian government invested another $100 million in these prevention programs, which age group should be given priority? ONLY ONE ANSWER Base : All respondents Total (n=1502) Maritimes (n=100) Quebec (n=401) Ontario (n=600) Prairies (n=126) Alberta (n=125) Young children (0 to 4 years) 3% 1% 2% 2% 6% 3% 5% Children (5 to 11 years) 8% 8% 5% 10% 10% 3% 15% Adolescents (12 to 17 years) 59% 60% 62% 59% 53% 60% 56% Young adults (18 to 29 years) 18% 21% 23% 16% 17% 18% 16% Adults (30 years or more) 7% 9% 7% 8% 6% 7% 3% does not know / refused to answer 4% 1% 1% 4% 8% 8% 4% B.C. (n=150) Among the Canadians who think that priority should be given to adolescents between the ages of 12 and 17, we mainly find: individuals between the ages of 35 and 44 (64%) individuals with a gross annual household income of $60,000 or more (64%) individuals with a university education (65%). 11
Questionnaire 12
QD1 QD6. There are currently programs targeted at the prevention of tobacco and alcohol use in Canada. If the Canadian government invested another $100 million in these prevention programs, which age group should be given priority? 01... Adults (30 years +) 1 02... Young adults (18-29 years) 2 03... Adolescents (12-17 years) 3 04...Children (5-11 years) 4 05...Young children (0-4 years) 5 06... Don't know 8 07...Refusal 9 «QD1» QD2 QD2. In your view, what percentage of women in Canada continue smoking tobacco during pregnancy? DO NOT READ 01...0 % 01 02... 1-5 % 02 03... 6-10 % 03 04... 11-20 % 04 05... 21-30 % 05 06...31 % and more 06 07... Don't know 98 08...Refusal 99 «QD2» QD3 QD3. In your view, what percentage of women in Canada drink alcohol (ex. beer, wine, or spirits) more than once a week during pregnancy? DO NOT READ 01...0 % 01 02... 1-5 % 02 03... 6-10 % 03 04... 11-20 % 04 05... 21-30 % 05 06...31 % and more 06 07... Don't know 98 08...Refusal 99 «QD3» 13
QD4 QD4. In your view, what percentage of women in Canada smoke tobacco on a daily basis AND drink alcohol more than once a week during pregnancy? DO NOT READ 01...0 % 01 02... 1-5 % 02 03... 6-10 % 03 04... 11-20 % 04 05... 21-30 % 05 06...31 % and more 06 07... Don't know 98 08...Refusal 99 «QD4» QD5 QD4. Which of the following do you see having an effect on a child whose mother drank alcohol during pregnancy? Read... Rotation => 4 01...Physical disorders 1 02......Learning disabilities 2 03...Addiction / Withdrawal issues 3 04...Mental health issues 4 05... None of the above (DO NOT READ) 7 06... Don't know 8 07...Refusal 9 «QD5» QD6 QD5. What factors do you think influence a woman to smoke tobacco or drink alcohol during pregnancy? Read... Rotation => 7 01... Financial status 01 02... Living environment 02 03...Marital / Spousal conflict 03 04...Education 04 05...Employment status 05 06... Age 06 07... Ethnicity 07 08...None of the above 97 09... Don't know 98 10...Refusal 99 «QD6» 14