Flemington, NJ, January 22, 2010 – A new media study among 300 smokers and non-smokers revealed that the majority of smokers (77%) who were successful at quitting smoking have used the cold-turkey method.
The study was conducted during January 21-22 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a recent Nicorette gum ad that aids in smoking cessation. To view detailed results go to: www.mediacurves.com.
While nearly all of the smokers (95%) indicated that they have tried to quit smoking at some point, less than half (47%) were successful. Cessation methods such as nicotine gum and nicotine patches were ranked high among those who were unsuccessful at quitting smoking, but low among those who successfully at quitting.
“Not surprisingly, our automated response curves revealed that the interest levels during the ad were higher for smokers who were unsuccessful at quitting than for smokers who have successfully quit,” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:
What smoking cessation strategies and methods have you used? Please select all that apply.
|
|
Successfully Quit |
Unsuccessful Quitters, Still Smoke |
|
Nicotine gum |
15% |
48% |
|
Nicotine patch |
13% |
35% |
|
Nicotine nasal spray |
4% |
2% |
|
Therapy |
4% |
3% |
|
Medication |
7% |
21% |
|
Hypnosis |
6% |
8% |
|
Cold turkey method |
77% |
64% |
|
Gradually decreasing the amount of smoking |
21% |
58% |
|
Other |
8% |
5% |
Have you ever attempted to quit smoking cigarettes?
|
|
Total |
|
Yes, but I still smoke |
48% |
|
Yes, and I no longer smoke |
47% |
|
No |
5% |
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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