Flemington, NJ, November 2, 2009 – A new national media study among 202 viewers of a video news clip on Halloween spending revealed that one-third of responders (31%) spent less money celebrating Halloween this year in comparison to last year.
The study was conducted by HCD Research using its MediaCurves.com® website from October 29-November 2, to obtain viewers’ perceptions of a recent news clip on Halloween spending. To view interest curves and detailed results go to: www.mediacurves.com.
The majority of viewers (86%) reported that they purchase candy as the “treat” they distribute to trick-or-treaters. Almost half of the respondents (48%) indicated that they purchased treats at grocery stores.
Among the findings:
Is your household spending less or more money on celebrating Halloween (candy, costumes, decorations, etc.) this year compared to last year?
|
|
Total |
|
Less |
31% |
|
The same |
50% |
|
More |
19% |
Please indicate what types of “treats” you will be handing out this Halloween
(you, personally or any members of your household). Select all that apply.
|
|
Total |
|
Candy (chocolate, lollipops, chewy candies, etc.) |
86% |
|
Snacks (chips, pretzels, nuts) |
6% |
|
Money |
1% |
|
Homemade goods (cookies, cupcakes, etc.) |
4% |
|
Other non-edible treats (toys, games, etc.) |
5% |
|
Not sure |
3% |
|
Other |
1% |
Please indicate where you (or members of your household) purchased or plan
on purchasing your “treats” to hand out on Halloween. Select all that apply.
|
|
Total |
|
Warehouse store (B.J.'s, Sam's Club, etc.) |
20% |
|
Grocery store (Shop Rite, Acme, etc.) |
48% |
|
Convenience store (CVS, Rite Aid, etc.) |
29% |
|
Halloween specialty store |
1% |
|
Not sure |
3% |
|
Other |
13% |
|
None |
10% |
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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