One Third of Canadian Smokers Pledge to Quit within Six Months

These are the highlights from an Angus Reid Group poll commissioned by Novartis Consumer Health Canada Inc.,

• One-third (35%) of Canadian smokers indicate that they will quit smoking within the next six months or so.
• Potential quitters are quite optimistic: 87% disagreed with the assessment that "smokers who have tried to quit many times and failed will never be able to quit successfully"; 80% do not believe that "those who have smoked for many years are too addicted to ever quit successfully".
• Nine in ten (87%) view an improved health as a primary benefit to giving up cigarettes.
• In spite of optimistic outlook, having the willpower to quit and coping with withdrawal symptoms evoke concern among potential quitters. There is relatively less concern about costs associated with quitting.
• Among a range of items tested, a quit-smoking package that includes the nicotine patch and information and advice on how to quit smoking received the highest marks (64% would find this package helpful).

One third (35%) pledge to quit smoking within the next six months

Over half (54%) of Canadian smokers indicate that they will or that they might quit within the next 6 months or so -- almost all (92%) of these individuals have tried to quit smoking before. Notably, one-third (35%) will definitely try to give up smoking within the next six months.

At the top of the list, two-thirds (68%) of British Columbian smokers want to quit, while residents of Saskatchewan/Manitoba (42%) are the least likely to want to give up smoking.

Four in five smokers have tried to quit

Four in five (82%) smokers have attempted to quit smoking in the past (67% have tried more than once). This pattern tends to cut across regional and socio-demographic categories.

Those who have tried to quit were asked to indicate three things that prevented them from successfully overcoming their habit (because respondents provided more than one answer, totals exceed 100%). The top reasons include not being able to overcome the cigarette cravings (39%), stress (21%), not being mentally prepared or committed enough (20%), and being around other people who smoke regularly (16%).

Potential quitters still optimistic about their prospects

In spite of many failed attempts, those who indicate that they might quit smoking within the next six months or so tend to be quite optimistic about the chances of successfully beating the habit.

Specifically, 87% of those who intend to quit disagree with the assessment that smokers who have tried to quit many times and failed will "never be able to quit successfully" (66% strongly disagree). British Columbians (95%) have the brightest outlook about the chances of repeat-quitters to successful stop smoking while residents of Saskatchewan/Manitoba (78%) are the most pessimistic as one in five (22%) think that smokers who have tried to quit many times and failed will never be able to quit successfully. In addition, those who have actually tried to quit in the past are more optimistic about people's prospects to quit in spite of failed attempts (88% disagree) compared to those who have never tried to give up cigarettes (77% disagree).

The study also reveals that eight in ten (80%) people who plan to quit disagree with the statement that those who have smoked for many years are "too addicted to ever quit successfully". Once again, the optimism of potential quitters is demonstrated by the strength of their answers (57% strongly disagree with this statement). British Columbians are the most optimistic as almost all (96%) disagree and Quebecers demonstrate the most pessimism as 34% agree with this perspective.

In addition, eight in ten (84%) of those who plan to quit within the next six months do not share the perspective that there is no longer much of a health reason for a person who has smoked for many years to quit smoking (72% strongly disagree).

In spite of optimistic outlook, having willpower and coping with withdrawal symptoms evoke concern among potential quitters

Relatively less concern about costs associated with quitting

Those who plan to quit are much more concerned about their own ability to quit, the physical environmental challenges, and changes to their own lifestyle, than they are about the costs and the availability of support. When read a list of potential barriers to quitting, having the willpower to quit (93%) and nicotine withdrawal symptoms (70%) evoke the highest levels of concern among those who plan to quit within six months. Potential quitters also expressed concern about being around people who continue to smoke (63%), changing their lifestyle or behaviour (61%) and getting the right help and advice (53%).

While a majority (60%) of potential quitters agrees that smokers "gain a lot of weight" when they quit, they were split in their concern about personally gaining weight (50/50). Women are more likely than men to be concerned about gaining weight (58% among women versus 40% among men). In addition, there is relatively less concern about "feeling like a failure if they quit and started smoking again" (46% concerned) and the costs associated with quit-smoking products such as the nicotine patch (43%) or counseling or support groups (37%). As one might expect, those with higher household incomes are less concerned with cost. There is also concern about not having the assistance of advice and support groups (32%).

Improved health primary benefit of smoking cessation

On the basis of an open-ended question, those who might give up smoking within the next six months were asked to share what benefits will ensue from successfully giving up cigarettes. Because respondents provided more than one answer, totals exceed 100%. Improved health was mentioned by 87% of respondents, "saving money" was mentioned by 56% of respondents, "reducing the health risks of second-hand smoke to family/loved ones" was mentioned by 18% and "I/my clothes will smell less" was mentioned by 10% of respondents. All other items received less than 10% of total mentions.

Willpower and lifestyle are part of 'quit-smoking' equation

Those who might give up smoking within the next six months recognize that willpower is part of the 'quit smoking' equation. Ninety-three (93%) acknowledge that you need strong willpower to quit smoking (77% strongly agree).

Potential quitters acknowledge difficulties with breaking the 'smoking lifestyle' as an overwhelming majority (91%) agrees with the assertion that breaking the nicotine habit is only part of the difficulty and that changing habits associated with smoking is just as difficult. There is strong agreement with this statement as 69% strongly agree.

Cold turkey method gets mixed reviews

Six in ten (61%) people who plan to quit smoking in the next six months agree that the best way to quit smoking is to go 'cold turkey', that is, without the assistance of any quit-smoking products or plans or counseling. (Four in ten (38%) do not believe that the 'cold turkey' method is the best strategy.) The data suggest that potential quitters do not have very strong feelings about the "cold turkey" method. In particular, 45% of responses fall within the "somewhat" category -- that is, 25% "somewhat agree" with the strategy and 20% somewhat disagree.

There are varying levels of support for this method across the country. While Quebecers (68%) and men (67%) tend to be the biggest proponents of this method, Albertans (47%) and women (43%) are the most likely to disagree with this method.

Potential quitters rank quit-smoking techniques

Smokers who might quit smoking within the next six months were asked to consider the "helpfulness" of various methods of quitting.

Among the range of items tested, a quit-smoking package that includes the nicotine patch and information and advice on how to quit smoking received the highest marks. In fact, two-thirds (64%) indicate that such an instrument would be helpful in assisting them to give up smoking.

Respondents were split (51% helpful; 49% not helpful) in their estimation of how helpful advice from people who have quit smoking would be to them in their efforts to quit. In addition, 35% would find a 1-800 line that can be called at any time for information and support helpful, 30% would find printed information and brochures helpful and 21% would find information and support from the Internet helpful.

This Angus Reid Group/Novartis Consumer Health Canada Inc. poll was conducted between April 1st and 23rd, 1998 among a representative cross-section of 3004 Canadians. Within this sample, 943 people are smokers (that is, they smoke at least one cigarette per day) and 508 individuals claim that they might give up smoking within the next six months. With 95% certainty, this yields a margin of error of ±1.8% for the entire sample, ±3.1% among smokers and ±4.5% among those who plan to quit. The margin of error will be larger within regions and for other sub-groupings of the survey population.

These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 1996 Census data.

For more information on this news release, please contact:

John Wright
Senior Vice-President
The Angus Reid Group
Toronto, Ontario
(416) 324-2900