American Current Attitudes On Terrorism & Security.

Euro RSCG Worldwide has just released an online survey of more than 13,000 respondents in six countries. With just under 2,000 US respondents, this comprehensive survey of consumers’ attitudes, compiled in June with analyses completed this month, reveals some striking results on the threats Americans perceive they face.

“One of the less welcome effects of globalization and always-on media is that news tends to travel far and fast. Given that most times good news is no news, it’s bad news that travels farthest and fastest. This is creating a general sense of anxiety and vulnerability that we’ve found in these and other figures in the survey. Consequently people tend to turn to tried and trusted habits and brands,” said Ira Matathia, Managing Director of Euro RSCG Worldwide’s New York office. “You can clearly see the ‘Security Mom’ phenomenon that will play a part in determining the U.S. Presidential election, with women more concerned about the safety and security of their families than men.”

On Terrorism:
* 53.3% of respondents were concerned about the threat of some form of terrorist attack, with over 20% more women concerned than men.

* 52.5% of respondents fear more serious armed conflict over the Israel-Palestine situation, with older respondents much more certain of this than younger ones (62.4% versus 48.7%).

* 49.6% of respondents said the world was not a more secure place now that the United States is the only superpower; nearly 30% more woman felt this than men.

* When asked if the war on terrorism will eventually be successful, and the threat of terrorism will be greatly reduced or eliminated, 38% disagreed while 35.3% agreed and 26.6% were neutral — that is, more believed we will not be successful in winning the war than those that did.

* While only 45.2% of respondents were concerned the fight against terrorism will impose real restrictions on their personal freedoms, this figure jumps to 51.5% when asked if they are concerned other peoples’ freedoms might be restricted.

* Respondents are roughly equally split on the question of serious armed conflict over oil before 2010 (39.4% fear it, 35.9% are neutral and 24.7% don’t). However more fear a conflict over religion in the same period (41.9%), but not one over access to clean water (only 16.6%).

On Home and Security:

* Nearly three quarters (73.2%) of respondents say their home is where they feel safest. Interesting while women feel this most (77.5%) this feeling of safety decreases as household income increases (from 73% to 61.2%).

* 53.4% of respondents say more of their social life takes place in-home than it did five years ago and this number increases with household income from 50.9% to 64.6%.

* 60.6% of respondents say they worry a lot more about their loved ones’ safety than they used to, with women most worried (65%).

* 50.3% of respondents said travel is more risky today than it was five years ago, again with women most worried (56.4%).

* Respondents were roughly equally split over concern that their children aren’t safe at school 31.4% concerned, 32.3% not and 36.2% neutral. However this survey was done prior to the Beslan school tragedy in Russia.

A common response to anxiety and risk is to take out insurance, but the survey shows a high level of mistrust in the insurance industry as a whole. 62.4% of American respondents agreed insurance companies will do everything possible to avoid paying claims. “In anxious times business for insurance companies should be like business for ice-cream companies during a hot summer: booming. It’s a shame that so many people feel unsure about the very industry that’s supposed to reassure them,” commented Don Hogle, Managing Director, Strategy, at Euro RSCG Worldwide’s New York office. “I suspect the recent spate of hurricanes in Florida has the potential to not improve their standing, also.”

For more information at http://www.eurorscg.com