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Hurricane Attitudes of Coastal Connecticut Residents: A Segmentation Analysis to Support Communication


Preparedness

We included questions about how prepared CT coastal residents felt and what actual preparations they have already taken, such as storing extra water and food for use during an emergency. In addition, we asked residents how confident they felt in their ability to keep themselves and their families safe in the event of a severe storm.

Perceived Preparedness

The Optimists report the lowest levels of preparedness of the five segments for past storms, with only 17% saying they were very or fully prepared. However, the Optimists’ low expectations about the likelihood of future hurricanes prevent them from worrying much about preparations. The Diehards, in contrast, feel the most prepared of the five groups, with half (51%) feeling very or fully prepared. The Constrained and the Reluctant reported intermediate levels of preparedness, with 30% and 43% saying they felt very or fully prepared, respectively.

Preparedness for past storms by segment

Question: Generally speaking, how prepared were you for the storm(s) you experienced?

Base: Connecticut residents in Coastal Flood Zones A and B who have experienced a storm (n=996). Data collected Sept.- Oct., 2014. Source: http://environment.yale.edu/climate-communication/article/coastal-ct-hurricane-segments/

Actual Preparedness

Actual preparedness was measured through a set of questions about emergency supplies, including food, water, flashlight, first aid kit, etc. An index of preparedness was also created by adding the number of supplies that each respondent reported having in their home. By this measure, the Diehards and the Reluctant were significantly more likely to say they had a three-day supply of food and water, a backup generator, etc. than the other groups. The Optimists report the lowest number of supplies in their home.

Actual preparations taken in case of an emergency by segment

Question: Preparation index – In case of an emergency, do you have the following supplies in your home, or not? Check all that you have: a 3-day supply of non-perishable, ready-to-eat food for everyone in your household; at least 3 gallons of water for each member of your household; a flashlight and extra batteries; a hand crank portable radio or battery-powered radio with extra batteries; a first aid kit; a cell phone; a backup power generator; None of the above.

Base: Connecticut residents in Coastal Flood Zones A and B who have experienced a storm (n=996). Data collected Sept.- Oct., 2014. Source: http://environment.yale.edu/climate-communication/article/coastal-ct-hurricane-segments/

Storm preparedness index by segment

Question: Preparation index – In case of an emergency, do you have the following supplies in your home, or not? Check all that you have: a 3-day supply of non-perishable, ready-to-eat food for everyone in your household; at least 3 gallons of water for each member of your household; a flashlight and extra batteries; a hand crank portable radio or battery-powered radio with extra batteries; a first aid kit; a cell phone; a backup power generator; None of the above.

Base: Connecticut residents in Coastal Flood Zones A and B who have experienced a storm (n=996). Data collected Sept.- Oct., 2014. Source: http://environment.yale.edu/climate-communication/article/coastal-ct-hurricane-segments/

Confidence in ability to stay safe

Over two thirds (69%) of the Diehards and just under two thirds of the Reluctant (63%) say they are extremely or very confident that they can keep themselves and their families safe during a hurricane. More of the First Out and the Constrained report feeling very/extremely confident (41% and 38%, respectively) than only a little or not at all confident (23% and 12%, respectively), whereas the Optimists are evenly divided (21% in both cases).

Level of confidence by segment

Question: How confident do you feel about your ability to keep yourself and the people in your household safe during a hurricane or tropical storm?

Base: Connecticut residents in Coastal Flood Zones A and B who have experienced a storm (n=996). Data collected Sept.- Oct., 2014. Source: http://environment.yale.edu/climate-communication/article/coastal-ct-hurricane-segments/