Transcript REPORT OF FINDINGS A Study of Air Traveler Perceptions of Aviation Security Screening Procedures Conducted for U.S.

REPORT OF FINDINGS
A Study of Air Traveler Perceptions of Aviation
Security Screening Procedures
Conducted for
U.S. Travel Association
December 21, 2010
New York Düsseldorf Beijing
INTRODUCTION
Objectives:
 Establish 2010 benchmark measurements of the perceptions and
priorities of U.S. air travelers related to issues and concerns
about aviation security
 Analyze the opinions of air travelers in general vs. recent/past 30
days air travelers to examine public reactions to airport security
procedures during peak travel periods [Thanksgiving week 2010]
 Provide a research-based blueprint for the development of
strategic plans and initiatives to meet the needs and interests of
the U.S. air traveling public
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RESEARCH METHODOLOGY
 Online survey research among a sample of 1,000 travelers, age 25 years
and older, qualified on the basis of having flown for business or leisure
travel during the past two years—including a sub-sample of persons
who traveled by air during the 30 days prior to interview
 Interviewing completed during the period November 29-December 10,
2010

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At the 95% confidence level, the estimated margin of error for the total sample is + 3 percentage points. [The chances are 95 in
100 that total sample findings are within 3 percentage points of findings that would be generated from a census of the total
population of U.S. persons who traveled by air during the past 2 years.]
EXECUTIVE DIGEST
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EXECUTIVE DIGEST
 Satisfaction with traveling by plane is at moderately favorable levels.
Among persons who have flown during the past two years, 37% assign
positive satisfaction ratings to that experience vs. 45% expressing
intermediate or neutral ratings and 18% reporting negative reactions.
 Persons who have flown during the 30 days prior to interview express
similar reactions: 39% positive satisfaction ratings, 41% intermediate,
and 20% negative ratings.
 The reasons why only 37% of recent air travelers assign positive ratings
to the overall experience of flying these days—and only 53% positive
ratings for their feelings of safety and security and flight—center
around air travel security screening procedures.
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EXECUTIVE DIGEST
 Air travelers assign their most negative ratings [0,1,2,3 on a 0-10 scale]
to having to remove shoes before going through metal detector [37%
among past 30 day air travelers]; pat-down body searches by TSA
personnel [31%]; time it takes to get through airport security screening
[28%]; full body x-ray screening [25%]; removing belt for metal detector
[26%]; qualifications of TSA personnel [21%]; courtesy and friendliness
of TSA personnel [17%];and their perceptions of the overall
effectiveness of security screening procedures in general [17%
negative].
 The reasons why air travelers are avoiding air travel these days focus
on: price [71% of past 2 year travelers, and 64% of recent fliers]; hassle
involved in flying [45%]; time required to reach airports, check-in,
security screening and boarding [41%]; flight delays and cancellations
[33%]; specifically, the hassle involved in airport security procedures
[32%]; objections to invasive security scanning [23%]; and unfriendly
treatment by TSA security personnel [17%].
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EXECUTIVE DIGEST
 Two-thirds of air travelers [64%] would take one or more trips by plane
if security screening procedures were improved so that they were
sufficiently effective-but more passenger-friendly, less intrusive and
time-consuming—projecting an average of 2.48 more trips by plane
during the next year or so if the hassle involved in flying was reduced
without compromising security effectiveness.
 The overwhelming majority of air travelers [75%]—and 78% of recent
fliers think that most people feel there has to be a better way to provide
air travel security than the procedures used today.
 Rather than relying exclusively on physical inspections, 66% of recent
fliers think screenings should include questioning and observing
passengers and other intelligence methods—vs. only 34% who feel that
physical and x-ray inspections provide the best security screening for
airline travel.
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EXECUTIVE DIGEST
 Two-thirds of air travelers [66%] think the public recognizes that air
travel security is a complicated problem, and won’t accept heavyhanded procedures unless they are both effective and passengerfriendly [72% among business fliers]—while 34% are of the opinion that
the public will accept any air travel security procedures because their
concerns about air travel risks outweigh demands for procedures that
are both effective and friendly.
 Although 77% of travelers generally agree that the threat of terrorist
acts are of greater concern than the delays or discomfort that security
scanning procedures may cause air travelers, more air travelers agree
[86%] that there must be more passenger-friendly technology and
procedures that are equally effective than security measures used in
airports today.
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EXECUTIVE DIGEST
 82% agree that if NASA can put men on the moon and land equipment
on other planets, we ought be able to introduce effective air travel
security procedures that don’t frighten or inconvenience air travel
passengers.
 80% agree that there ought to be alternative screening approaches for
American citizens who fly frequently, submit to a background check,
and meet other risk criteria.
 77% who agree that security procedures are inconsistent from airport to
airport, and even from one TSA line to another.
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EXECUTIVE DIGEST
 Comparing “general agreement” with “strong agreement,” there is
strong agreement among air travelers [36%] that the threat of terrorist
acts are of greater concern than the delays or discomfort that security
scanning procedures may cause air travelers; however, more air
travelers [49% of recent fliers] strongly agree that threats of terrorist
acts should be given high priority, but there must be more friendly
technology and procedures available that are equally effective
compared to measures used in airports today.
 Similarly, 50% of recent fliers strongly agree there ought to be
alternative screening approaches for American citizens who fly
frequently, submit to a background check, and meet other criteria—and
42% strongly agree that if NASA can put men on the moon and land
equipment on other planets, we ought to be able to introduce air travel
security procedures that don’t frighten or inconvenience air travel
passengers.
 A majority [54%] of air travelers think that Congress should make fixing
the air transport security system a top priority in the new term that
begins in January.
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EXECUTIVE DIGEST
 Among a range of proposed alternative procedures that would balance
needed security measures and passenger privacy and convenience,
74% of air travelers select recruiting more professional security
personnel who are trained to sue personal observation, dogs, and
sophisticated computer analyses that have proven to be effective in the
past.
 61% recognize that every method of travel involves some degree of risk,
but that investments should be made in more effective procedures that
offer significant effectiveness but are less intrusive.
 66% of recent air travelers accept a procedure that that includes a
voluntary pre-screening process in which airline passengers submit
background information to a government agency that issues special
“fast track” ID cards, allowing them to go through a lighter and faster
screening process at the airport.
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EXECUTIVE DIGEST
 The top ten words or phrases that air travelers would use to describe
passenger screening and air security procedures at airports these days
are:
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
Inconsistent
64%

Stressful
58%

Embarrassing
41%

Intimidating
40%

Intrusive
39%

Fair
30%

Ineffective
29%

Effective
23%

Rude
22%

Frightening
16%
EXECUTIVE DIGEST
 Air travelers react favorably to three possible screening alternatives for
airline passengers:
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
65% assign positive ratings to special security procedures for American
citizens with no criminal records who are frequent air travelers and provide
the government with personal background information in advance of their
flight

60% for creating a special security line for frequent air travelers

58% for creating a special security line for families, infrequent travelers and
persons requiring boarding assistance
DETAILED FINDINGS
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Specific Positives and Negatives of Plane Trips
 It should be noted that positive ratings [8,9,10 on 0-10 scale] of
specific air travel components reach only 50% levels among
passengers---an identical rating [53%] among recent [past 30 day
fliers].
 Ratings of the “overall experience of air travel” score only 34%
positive---and the specifics of security screening fall into a lower 16%27% range.
 Negative ratings of specific aspects of air travel [0,1,2,3 on 0-10
scale] are most pronounced in connection with physical screening
methods [20%-30% range]---and most negative among business
travelers, particularly “the time it takes to get through security” [35%
negative rating vs. 27% among all travelers] , and “having to remove
shoes or belts” [39% negative].
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Positive Ratings of Flying Experience
50%
Feeling of saf ety and security during f light
53%
49%
The courtesy and f riendliness of
airline personnel at the check-in counter
51%
38%
Time it takes to check in f or a
f light at curbside or the counter
44%
36%
TSA inspection of personal
articles in your carry-on
38%
34%
Your overall enjoyment and
experience of air travel
36%
31%
Courtesy and f riendliness of TSA
personnel at security screening
33%
30%
The ef f ectiveness of the various
security screening techniques
31%
0%
10%
20%
30%
40%
All Past 2 Year Travelers
50%
Past 30 Days
Q. How would you rate your satisfaction with each of the following aspects of travel these days?
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60%
70%
80%
90%
100%
Positive Ratings of Flying Experience (cont’d)
Having to remove your belt
before going through a metal
detector
27%
25%
Having to remove your shoes
before going through a metal
detector
27%
24%
Qualifications and professional
skills of TSA personnel
25%
Time it takes to get through
airport security screening
25%
26%
27%
22%
Full body x-ray scanning
24%
16%
Pat-down body searches by
TSA personnel
19%
0%
10%
20%
30%
Past 30 Days
40%
50%
60%
All Past 2 Year Travelers
Q. How would you rate your satisfaction with each of the following aspects of travel these days?
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70%
80%
90%
100%
Negative Ratings of Flying Experience
Having to remove your shoes
before going through a metal
detector
33%
37%
30%
Pat-down body searches by
TSA personnel
31%
27%
Time it takes to get through
airport security screening
28%
26%
Full body x-ray scanning
25%
Having to remove your belt
before going through a metal
detector
24%
26%
22%
Qualifications and professional
skills of TSA personnel
21%
Courtesy and friendliness of
TSA personnel at security
screening
22%
17%
0%
10%
20%
30%
Past 30 Days
40%
50%
60%
All Past 2 Year Travelers
Q. How would you rate your dissatisfaction with each of the following aspects of travel these days?
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70%
80%
90%
100%
Future Air Travel Plans
• The 28% of air travelers reporting fewer plane trips these days than 2 years ago exceeds the
proportion of passengers increasing their air travel [17%] by 11 percentage points, or a net loss in
future air travel intentions of 39%.
• Among business travelers, that difference of 5 percentage points [31% to 26%] represents a net
loss in future travel intentions of 16%.
Including more air travel
these days than you did
2 years ago
17%
26%
Including about the same air
travel these days
than you did 2 years ago
54%
42%
Including less air travel these
days than you did
2 years ago
28%
31%
1%
Don't Know
1%
0%
10%
20%
30%
40%
Business Travelers
50%
60%
70%
80%
90%
100%
All Past 2 Year Travelers
Q. When planning business or vacation trips these days, are you including more air travel, about the same or less air travel than you did
2 years ago?
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Reasons for Fewer Air Travel Plans in the Future
 Although “cost” is the most frequently expressed reason for
avoiding air travel these days [71%], the “hassle involved in
flying” is the reason given by nearly half [45%] of air travelers-53% among “business” travelers vs. 43% among “leisure”
travelers---and particularly among older travelers in the 55+
age cohort [51%] vs. 41% among younger passengers.
 “Fear or terrorism” is mentioned by only 13% of travelers as a
reason for avoiding air travel these days.
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Reasons for Fewer Air Travel Plans in the Future
71%
Price of airfare
64%
45%
43%
Hassle involved in flying
Time required to reach airport, check-in, go
through security and board plane
41%
38%
33%
Flight delays and cancellations
37%
32%
33%
Hassle involved in airport security measures
23%
22%
Objection to invasive security scanning
Unfriendly treatment by TSA security
personnel
17%
14%
Risk of excessive exposure to radiation from
scanning equipment
16%
15%
Fear of terrorism
13%
11%
Public inspection of your personal
carry-on items
13%
12%
TSA personnel touching your personal
carry-on items
0%
12%
11%
10%
20%
30%
Past 30 Days
40%
50%
60%
70%
80%
90%
100%
All Past 2 Year Travelers
Q. For each of the following words or phrases, please tell me if it represents an important reason why you have avoided air travel during
the past year or so?
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Inclination to Fly More Frequently
If Hassle Was Reduced
•
The 49% of air travelers inclined to fly more frequently if there was less hassle involved is
slightly greater [52%] among business travelers than among leisure travelers [47%].
49%
Would fly more often
52%
26%
Would not fly more often
31%
25%
Don't Know
17%
0%
10%
20%
30%
40%
Past 30 Days
Q. Would you fly more often if there was less hassle involved?
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50%
60%
70%
80%
All Past 2 Year Travelers
90%
100%
Number of Potential Additional Air Travel Trips
with Reduced Hassle
• Two thirds [64%] of air travelers indicate that effective security screening procedures that
were more passenger-friendly and less time-consuming could result in at least one or more
additional plane trips during the coming year—including 13% who would take 4 or more trips
next year
• 26% of “business travelers” would take 4 or more plane trips if there was less hassle
involved.
16%
17%
0
64%
63%
1 or more (Net)
40%
2 - 3 (Net)
33%
13%
4 or more (Net)
26%
7%
5+
16%
20%
19%
Don't Know
0%
10%
20%
30%
40%
Past 30 Days
50%
60%
70%
80%
90%
All Past 2 Year Travelers
Q. How many more airline travel trips do you think you would take during the next year or so if security screening procedures were
improved so that they were sufficiently effective—but were more passenger-friendly, less intrusive and time-consuming?
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100%
Perceptions of Current vs. Modifications in
Air Security Procedures
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
What separates the air travel population is the conviction that there has to be a better way to
provide air travel security than the procedures in use today [75%], compared to only 25% who think
procedures in use today are the most effective approaches.

Two-thirds of the air travel population [64%] would prefer security procedures that did not depend
exclusively on physical or x-ray inspections, and included questioning and observation of
passengers.

The same proportion [66%] think the air travel public recognizes that air travel security is a
complicated problem, but won’t accept heavy-handed procedures unless they are both effective and
friendly—compared to only 34% who think the public will accept nearly any security procedures
because their concerns about air travel risks outweigh demands for procedures that are both
effective and passenger-friendly.
Perceptions of Current vs. Modifications in
Air Security Procedures (cont’d)
75%
Most people think that there has to be a better w ay to provide
air travel security than the procedures used today
78%
vs.
Most people think that the air travel security procedures in use
today are the most effective approaches to providing necessary
protection
25%
22%
Instead of relying exclusively on physical inspections, screenings
should include questioning and observing passengers and other
intelligence methods
64%
66%
vs.
Physical and x-ray inspections provide the best security
screening for airline travel
36%
34%
The public is smart enough to recognize that air travel security is
a complicated problem, and w on't accept heavy-handed
procedures unless they are both effective and passenger-friendly
vs.
The public w ill accept nearly any air travel security procedures
because their concerns about air travel risks outw eigh demands
for procedures that are both effective and passenger-friendly
66%
67%
34%
33%
0%
10%
20%
Past 30 Days
Q. Which comes closer to your opinion?
25
30%
40%
50%
60%
70%
All Past 2 Year Travelers
80%
90%
100%
Air Traveler Positions on
Specific Security Procedures
• In rank order of “strong agreement”, the air travel public expresses is greatest support [45%] for the
concept that security measures are a high priority issue at airports, but there must be technology and
procedures that are equally effective, but more passenger-friendly than those in use today.
The threats of terrorist acts should be given high priority at airports,
but there must be more passenger-friendly technology and techniques
available that are equally effective than security measures used in airports today
86%
45%
If NASA can put men on the moon and land equipment on other
planets, w e ought to be able to introduce effective air travel security
procedures that don't frighten or inconvenience air travel passengers
82%
37%
There ought to be alternative screening approaches for American
citizens w ho fly frequently, submit to a background check, and
meet other risk criteria
80%
40%
77%
Security screening procedures are inconsistent from airport to
airport, and even from one TSA line to another
34%
The threats of terrorist acts are of greater concern than the delays
or discomfort that security scanning procedures may cause
air travelers
77%
36%
When it comes to air travel security procedures, Congress underestimates the public's
understanding of the risks associated w ith flying and the importance of an efficient air
travel process
65%
22%
0%
10%
20%
30%
Agree Strongly
Q. How much do you agree or disagree with each of the following statements?
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40%
50%
60%
70%
Total Agree
80%
90%
100%
Air Traveler Positions on
Specific Security Procedures (cont’d)
Security screening lines are too long because most airports
don't have enough TSA personnel to man the metaldetectors
and x-ray machines they already have
61%
21%
Passengers w ho object to full body x-ray screening or patdow n body searches should not be treated as suspicious
persons just because they take their privacy seriously
59%
27%
56%
In the past, smart people have usually found better
solutions to sensitive problems like air travel security
17%
54%
The only people w ho should have the right to use pat-dow n
body searches are law enforcement officers...
22%
There are too many uncertainties about the dangers of
security scanning equipment that may have long-term
health risks...
50%
18%
41%
Some airport security procedures violate basic rights of
U.S. citizens under the Constitution
17%
0%
10%
20%
30%
Agree Strongly
Q. How much do you agree or disagree with each of the following statements?
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40%
50%
60%
Total Agree
70%
80%
90%
100%
Air Travel Security as a Congressional Priority
• A majority of all air travelers [54%]---reaching 57% of Republicans and 59% of Independents
or members of other parties---think that Congress should make improving the air transport
security system a top priority in the new term that begins in January of 2011.
54%
57%
Yes
50%
59%
30%
29%
No
33%
28%
15%
13%
Don't Know
17%
12%
0%
10%
20%
Independent/Other
30%
40%
Democrat
50%
60%
Republican
70%
80%
All Past 2 Year Travelers
Q. Should Congress make fixing the air transport security system a top priority in the new term that begins in January?
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90%
100%
Proposed Improvements in Security Measures
 As a reasonable balance between required security measures and passenger
privacy and convenience, three out of four [74%] air travelers accept the
recruitment of more professional security personnel--who are trained to use
personal observation, dogs, and sophisticated computer analyses and
databases that have proven to be effective in the past.
 Similarly, a majority of air travelers [61%] accept the principle that all travel
involves some degree of risk, but would like to see investments in more
effective and less intrusive security procedures—67% among business
travelers.
 A majority [60%] would accept a voluntary pre-screening process through a
government agency that would issue special “fast-track” ID cards---with 66%
acceptance among business travelers.
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Proposed Improvements in Security Measures
Recruit more professional security personnel w ho are trained to use
personal observation, dogs, and sophisticated computer analyses
that have proven to be effective in the past
74%
75%
Recognizing that every method of travel (automobile, trains, cruise
ships, buses) involves some degree of risks, invest in more effective
procedures that offer significant effectiveness but are less intrusive
61%
58%
Introducing a voluntary pre-screening process in w hich airline
passengers submit background information to a government agency
that issues special "fast track" ID cards, allow ing them to go through
a lighter and faster screening process at the airport
60%
66%
21%
Random selection of passengers for full body x-ray scanning or
pat-dow n body searches...that is, every Nth passenger
21%
11%
Limiting current procedures to adults age 18-65 w ho are not
disabled or impaired
11%
0%
10%
20%
Past 30 Days
30%
40%
50%
60%
70%
80%
90%
All Past 2 Year Travelers
Q. Which of the following alternatives would you accept as representing a reasonable balance between needed security measures and
passenger privacy and convenience?
30
100%
Descriptors of the Security Screening Procedure
• Compared to more than 40% of air travelers using negative terms to describe air travel security
screening procedures, only 30% mention “fair”, and even fewer [29%] mention “effective”,
“courteous” [15%], and “passenger- friendly” [7%].
64%
Inconsistent
67%
58%
Stressful
50%
41%
Embarrassing
32%
40%
Intimidating
31%
39%
Intrusive
34%
30%
Fair
33%
29%
Ineffective
35%
23%
23%
Effective
22%
21%
Rude
16%
Frightening
9%
15%
Courteous
19%
12%
Threatening
9%
7%
8%
Passenger-friendly
4%
5%
Flexible
0%
10%
20%
30%
40%
Past 30 Days
50%
60%
70%
80%
90%
All Past 2 Year Travelers
Q. Which of the following words or phrases would you use to describe passenger screening and air security procedures at airports
these days?
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100%
Reactions to Proposed
Passenger Screening Improvements
 Most air travelers [65%] would approve of a special security process
for American citizens with no criminal record who are frequent air
travelers---and who provide the Government with personal
background information in advance of their flight.
 Similarly, 60% would approve of a special security line for frequent air
travelers --- 68% approval among business travelers; and a majority
[58%] favor creating a special security line for families, infrequent
travelers and persons requiring boarding assistance.
 Less support 43%] is observed for a policy that would limit full-body
scans only to those passengers identified by an initial alarm or TSA
suspicion.
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Reactions to Proposed
Passenger Screening Improvements
[ Positive: 8,9,10 on 0-10 Scale]
Establishing a special security process for
American citizens w ith no criminal
record w ho are frequent air travelers and
provide the Government w ith
personal background information in
advance of their flight
65%
70%
60%
Creating a special security line for frequent
air travelers
69%
58%
Creating a special security line for families,
infrequent travelers and persons
requiring boarding assistance
63%
43%
Use pat-dow ns or full-body scans only for
those travelers identified by an
initial alarm or TSA suspicion
48%
0%
10%
20%
30%
Past 30 Days
40%
50%
60%
70%
All Past 2 Year Travelers
Q. How would you rate your reaction to each of the following screening possibilities for airline passengers?
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80%
90%
100%