Patterns of Media Use and Alcohol Brand Consumption Among Underage Drinking Youth in the United States

This study investigated whether underage drinkers with varied media use patterns differentially consume popular brands of alcohol. A survey was conducted with a national online panel of 1,032 underage youth 13-20 years of age who had consumed at least 1 drink in the past 30 days. A latent class analysis identified four distinct media use patterns. Further analyses explored whether these media use groups differentially consumed the most frequently used alcohol brands. The results showed that past 30-day consumption of specific alcohol brands differed significantly across the four media use clusters, even after controlling for sex, race/ethnicity, household income, U.S. geographic region, frequency of parent's alcohol overconsumption, cigarette smoking, and seatbelt use. This study shows that youth use media in different ways, and this differential use is significantly associated with the consumption of specific alcohol brands. The media clusters revealed in this analysis may inform future research about the association between specific alcohol media exposures and individual brand consumption.