Young adults exhibit higher rates of alcohol consumption than other age groups, and in particular, noncollege young adults—those not enrolled in four-year universities—are reported to experience alcohol-related problems more frequently. While previous research has shown a positive association between alcohol-related social networking site (SNS) posts and drinking behavior, most studies have focused on four-year college students, producing mixed findings. Therefore, the present study aims to examine whether the frequency of public alcohol-related posts on SNS (Instagram, TikTok, and “X”) is associated with various alcohol outcomes (e.g., USAUDIT scores, heavy episodic drinking, high-intensity drinking, and consequences) among noncollege young adults, and whether these associations differ by race/ethnicity (Black, White, Hispanic) and gender.
The study employed an online survey with 501 young adults aged 18 to 29 residing in the United States who were not enrolled in a four-year college and had never obtained a bachelor’s degree. Participants provided responses on demographic information, the frequency of alcohol-related posts on social networking sites (SNS) over the past three months on Instagram, TikTok, and “X,” as well as on multiple alcohol-related measures, including alcohol use (USAUDIT, HED, HID) and alcohol-related consequences (BYAACQ). The collected data were analyzed using ANOVA, chi-square tests, and multiple regression (or logistic regression) analyses to examine the associations between public SNS alcohol posting frequency and alcohol use outcomes, stratified by racial/ethnic and gender identities.
The findings indicated that frequent public posting about alcohol on social networking sites (SNS) was significantly and positively associated with past-year alcohol use and problems (as measured by USAUDIT), past-month heavy episodic drinking (HED), and the likelihood of engaging in high-intensity drinking (HID). In contrast, no significant association was found between posting frequency and past-month alcohol-related consequences (BYAACQ) in the overall sample. Subgroup analyses revealed some differences by race/ethnicity and gender. Among racial/ethnic groups, Hispanic participants showed significant positive associations between posting frequency and most alcohol-related outcomes, except consequences. For White participants, posting frequency was positively associated with HED frequency and USAUDIT scores, while for Black participants, it was significantly associated with HID and USAUDIT scores. Gender-based analyses indicated that, for women, posting frequency was significantly associated with HID, USAUDIT scores, and alcohol-related consequences. For men, posting frequency was positively associated with HED frequency and USAUDIT scores. These findings suggest that the frequency of publicly posting alcohol-related content on SNS may serve as a potential indicator of hazardous drinking among non-college-attending YAs.
Takeaway: Noncollege young adults who frequently share alcohol-related content on social media tend to engage in risky drinking behaviors, with these patterns differing by race/ethnicity and gender.