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


Risk Perceptions

Home is in an Evacuation Zone

The First Out have the largest percentage of residents (58%) who understand that their home is located in an evacuation zone. About one third of the Constrained and Diehards (34% and 30%, respectively) understand this, whereas the Optimists and Reluctant are the least likely to (20% and 14%, respectively). Distance from the coast likely explains some of the differences in these results, as the Optimists and the Reluctant have fewer members living in Zone A. The Optimists are the most likely to be unsure as to whether they live in an Evacuation Zone or not (60% are unsure). Note that all the participants surveyed live in an evacuation zone.Citation reference lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Question: Is your home located in an evacuation zone? (Note: only residents living within an evacuation zone were surveyed)

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/

Estimates of hurricane likelihood

Using a scale of 0% – 100%, residents were asked to estimate the likelihood that hurricanes of different categories would occur along the CT coast in the next 50 years. Responses were similar across all segments except the Optimists, who consistently assigned a lower probability to hurricanes of any category occurring. For example, on average, the Optimists estimated a 59% chance that a Category 1 hurricane would occur in the next 50 years, whereas the other groups estimated over an 80% chance (on average) that this would occur. Moreover, the estimates of all the non-Optimists groups are relatively accurate, whereas the Optimists are substantially underestimate storm likelihoods.

Estimated likelihood that a Category 1, 2, 3, or 4 hurricane will occur in the next 50 years by segment

Question: On a scale of 0%-100%, with 0% being it definitely will NOT happen and 100% being it definitely WILL happen, how likely do you think it is that each of the following types of hurricane will hit somewhere along the Connecticut coast in the next 50 years? Enter your response in the box next to each. If you’re not sure, just give your best estimate; a) Category 1 (80 MPH winds); b) Category 2 (100 MPH winds); c) Category 3 (120 MPH winds); d) Category 4 (140 MPH winds).

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/

Worry about approaching storms

Levels of worry about hurricanes and tropical storms were measured with a 7-point response scale, with 0 being “Not worried at all” and 7 being “Extremely worried.” Most CT coastal residents express moderate to high levels of worry about approaching severe storms, but the First Out stand apart with higher-than- average levels of worry. The Constrained, Optimists, and Reluctant are less worried than the First Out, and the Diehards report the least worry of all the groups.

Average level of worry when a hurricane is approaching by segment

Question: Generally speaking, when a hurricane or tropical storm is approaching your city or town, how worried do you feel? Please answer using the following scale ranging from 1 (not at all worried) to 7 (extremely worried).

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/

Understanding of hurricane hazards

Between two thirds and three quarters of every segment believe that high winds are the greatest threat during a hurricane. In reality, storm surge causes the most fatalities during coastal storms, due to drowning. The First Out are the most likely among the five segments to recognize the danger of storm surge, with 29% saying it is the most likely cause of injury or death during a hurricane. In contrast, the Reluctant are the least likely to identify storm surge and the most likely to identify wind as the primary danger. Geography likely plays a role in these results, as 77% of the First Out live in Zone A, closest to the shoreline, whereas fewer of the Reluctant (58%) do. Still, none of the groups recognize that water can be a greater threat to personal safety than winds.

Primary cause of injury and death during a hurricane by segment

Question: To the best of your knowledge, which one of the following is the most likely cause of injury or death during a hurricane? Blown or falling objects from high winds; Rising water levels and high waves (storm surge); Flooding from heavy rains; Accidents during evacuation; Other; Not sure.

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/

Likelihood of hurricane damage

Expectations about the likelihood of damage from a hurricane were measured using a set of five questions about personal injury, injury to one’s family, home or property damage from flooding and high winds, and risk of isolation due to blocked roads. The First Out perceive the greatest likelihood of damage to themselves and property, whereas the Diehards predict that such damages are less likely. The Constrained, Optimists, and Reluctant fall between these two extremes on the scale. From two thirds (64%, from flooding) to three quarters (74%, from winds) of the First Out expect property damage, and over half (52%) expect their home to be isolated.

Perceptions of hurricane danger by segment

Question: Definitely/probably would. If a Category 2 hurricane (100 MPH winds) were going to hit your local area, how likely do you think it is that each of the following would happen? I or someone in my household would be in danger from storm surge (water from the ocean or Long Island Sound); b) I or someone in my household would be injured or killed.

Perceptions of hurricane danger by segment

Question: Definitely/probably would. If a Category 2 hurricane (100 MPH winds) were going to hit your local area, how likely do you think it is that each of the following would happen? My home or property would be damaged by flooding; My home or property would be damaged by high winds.

Perceptions of hurricane danger by segment

Question: Definitely/probably would. If a Category 2 hurricane (100 MPH winds) were going to hit your local area, how likely do you think it is that each of the following would happen? My home would be isolated due to flooding or debris from high winds.

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/

Safer to Stay or Go?

The First Out are the most likely of all the segments to believe that it is safer to evacuate than to stay at home during a Category 2 hurricane. Two thirds (67%) of the First Out say it would be somewhat or much safer to evacuate than to stay, whereas the Optimists and Constrained do not consistently believe that either evacuating or staying is safer. The Diehards (66%) and the Reluctant (51%), however, tend to believe that staying at home during a Category 2 hurricane is safer than evacuating. In the case of the First Out, respondents are likely thinking about their personal safety, whereas the Reluctant and Diehards are likely thinking about their property when considering whether to stay or go during a storm.

Belief that it is safer to evacuate or stay during a Category 2 hurricane by segment

Question: During a Category 2 hurricane, do you think it would be safer to evacuate or to stay in your home or building?

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/

Reasons to Stay at Home & Perceptions of Safety

Risk perceptions are key drivers of behavior during extreme weather events and other natural hazards. Individuals who perceive negative impacts from a hazard as more likely to occur and be severe are more likely to take appropriate actions to avoid the threat. The First Out are the least likely to believe that their home would be safe from high winds or flooding during a Category 2 hurricane. In contrast, over three quarters of the Reluctant (79%) and Diehards (78%) believe that their home would be safe from damages caused from flooding and high winds. In addition, almost three quarters (72%) of the First Out would evacuate to avoid being stuck or isolated in their home after the storm – many more than any of the other segments. The Diehards are the most likely of any segment to say that they would stay during a storm to protect their home or business (58%).

Perceptions of safety during a hurricane by segment

Question: Is your home safe from flooding from the ocean or Long Island Sound? Is your home safe from high winds and blowing objects?

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/

Reasons to stay or go during a hurricane by segment

Question: Would you evacuate to avoid being stuck in your local area due to blocked roads after the 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/