Night time switch for new Drinkaware site

Drinkaware has launched a mobile version of its website with content customised to switch between day and night.

The move marks a response to the 200% increase in traffic from smartphones, with visitor numbers via this medium growing from 122,000 in 2010 to 366,000 in 2011, from a total of 2.87 million unique visitors to the alcohol education charity’s website last year.

Following analysis which showed that the majority of visits to the Drinkaware website came via mobile phones either before or during a night out, as well as the morning after, the new smartphone version of the site has been adapted to meet this need.

Daytime features include facts and advice on hangovers, the effects of alcohol and alcohol poisoning.

Those visiting the website at night will find information about alcohol units and calories, the legal driving alcohol limit, how alcohol affects your sleep.

The mobile version also includes unit calculators, as well as a “burger equivalent” calorie counter, which shows how much exercise is needed to burn off alcohol intake.

“We know that people accessing our website from mobiles on a night out or lying in bed with a hangover want quick and easy access to the facts and advice about alcohol,” said Chris Sorek, chief executive of Drinkaware.

Emphasising that “Behaviour change is at the heart of Drinkaware’s approach,” he explained: “Our new mobile site allows you to access tips and tools on the move to help change your behaviour and think about the long term health impact of your drinking.

“Whether you are buying alcohol in a shop, bar, pub or club; or feeling sorry for yourself the morning after; Drinkaware’s mobile site is with you whenever you need it.”