Flemington, NJ, December 10, 2009 – A new media study among 665 Americans revealed that the percentage of viewers who reported feeling “not at all safe” with air travel drastically increased after viewing a news clip featuring the leak of the TSA (Transportation Security Administration) security manual on the Internet.
The study was conducted during December 9-10 by HCD Research using its MediaCurves.com® website, and the Muhlenberg College Institute of Public Opinion (MCIPO), to obtain viewers’ perceptions of the leak of a TSA security manual outlining passenger screening procedures in airports. To view detailed results go to: www.hcdi.net or www.mediacurves.com.
The percentage of viewers who reported feeling “safe” in an airport decreased from 47% to 28% after viewing the video. The percentage of viewers who reported that the government does an adequate job of maintaining air travel safety fell from 70% to 42% after viewing the video. In addition, nearly one-third of viewers (28%) reported that they would be less likely to travel on an airplane this holiday season.
Among the findings:
Please indicate how safe you would feel if you were to go on an airplane flight.
|
|
Before Video |
After Video |
|
Very safe |
22% |
11% |
|
Safe |
45% |
27% |
|
Somewhat safe |
27% |
35% |
|
Not at all safe |
6% |
27% |
Please indicate how safe you would feel if you were to go through an airport.
|
|
Before Video |
After Video |
|
Very safe |
28% |
11% |
|
Safe |
47% |
28% |
|
Somewhat safe |
21% |
36% |
|
Not at all safe |
4% |
25% |
Do you think that the government does an adequate job of maintaining air travel safety?
|
|
Before Video |
After Video |
|
Yes |
70% |
42% |
|
No |
30% |
58% |
How will this video affect your holiday travel plans?
|
|
Total |
|
I will be more likely to travel by airplane |
11% |
|
I will be less likely to travel by airplane |
28% |
|
I will be just as likely to travel by airplane |
61% |
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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