Flemington, NJ, December 7, 2009 – A new media study among 305 viewers of a news clip about a Texas mall that is featuring the “Sexy Santaland” holiday card photo service revealed that men (29%) were more likely to consider sending out these sexually provocative greeting cards than women (23%) after viewing the video.
The study was conducted by HCD Research using its MediaCurves.com® website on December 4-7 to obtain viewers’ perceptions of a CNN news clip about the Sexy Santaland service, which is supposed to attract more adult customers to a mall in Addison, Texas. To view interest curves and detailed results go to: www.mediacurves.com.
The majority of the viewers (56%) did not think the “Sexy Santaland” service would draw more business to the mall this holiday season. In addition, men (41%) thought it was more appropriate to send out sexually provocative holiday greeting cards than women (32%) after viewing the video. Also, only 21% of responders said that they would be more likely to send out sexually provocative holiday greeting cards if they could send them online as E-cards.
Among the findings:
Would consider sending out sexually provocative holiday greeting cards like the ones shown in this video?
|
|
Total
|
Males
|
Females
|
|
Yes
|
26%
|
29%
|
23%
|
|
No
|
74%
|
71%
|
77%
|
After viewing this video, do you think it is appropriate to send out sexually provocative holiday greeting cards like the ones shown in this video?
|
|
Total
|
Males
|
Females
|
|
Yes
|
36%
|
41%
|
32%
|
|
No
|
64%
|
59%
|
68%
|
Do you think this service will draw more business to the mall this holiday season?
How would the likelihood of you sending out sexually provocative holiday greeting cards be affected if you could send them out as online E-cards?
|
|
Total
|
|
I would be more likely to send out sexually provocative holiday greeting cards online
|
21%
|
|
I would be less likely to send out sexually provocative holiday greeting cards online
|
40%
|
|
I would be just as likely to send out sexually provocative holiday greeting cards online
|
39%
|
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
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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