Audience Preferences for Water Resource Information from Extension and Other Sources

Abstract

In response to state‐level needs assessments, extension services and land‐grant institutions (LGIs) have directed human and financial resources to meet identified public information needs regarding water resource status and management. This study evaluates the success of these efforts by examining the results of a nationwide survey of public attitudes and perceptions regarding water resources, and focusing on participants’ responses to questions related to preferred water information sources, learning opportunities, and topics. Fifteen percent of the adult population in the Southern, Mid‐Atlantic, and Northeast regions received water resource information from cooperative extension services, or in the 16 states sampled, extension reached about 15.3 million adults with water resource information. Older respondents and those living in smaller cities were more likely to indicate receiving water resource information from extension. Survey participants were asked to indicate water resource topics about which they would like to receive further information. Respondents were most interested in protecting public drinking water supplies, watershed management, nutrient and pesticide management, and fish and wildlife needs. Similarly, participants were asked to indicate their three (of possible 12) preferred modes for receiving water resource information. Overall, most respondents preferred receiving information by reading printed fact sheets, watching television coverage, reading newspaper articles, and visiting Internet websites. However, responses varied widely according to respondent's age and the size of the community, indicating that water resource education delivery methods should be selected based on specific target audiences.

Outreach Preferences for Water Resource Information from Extension and Other Sources

“…Overall, 13.4% of the adult population in Texas in 2014, or roughly 1 out of 8 Texans, responded that they received water resource information specifically from extension, corresponding to more than 2.7 million adult respondents potentially affecting the 7.7 million people in their Texas households (average Texas household size was 2.84 people in 2011–2015, US Census Bureau, 2015). These findings are similar to those reported for 2008 by Boellstorff et al (2013), indicating that households with 4.3 million individuals received water resource information from Texas A&M AgriLife Extension Service.…”

“…2, respondents would visit a website (53.5%); read printed fact sheets, bulletins, or brochures (51.2%); watch television (44.5%); or read a newspaper article (38.5%) to learn more about water issues. Although it was not a significant difference, visiting a website moved from the fourth most frequently selected opportunity for learning in a 2008 regional survey (Boellstorff et al, 2013) to the most popular method for learning in the 2014 survey, increasing from 42.0 to 53.5%.…”

“…Comparing 2008 and 2014 surveys, there was a significant increase in the interest in water management for home and garden landscaping (34.1 vs. 55.8%; likelihood ratio p < 0.003). Also, Boellstorff et al (2013) reported that in 2006 to 2010, only 40% of respondents in a survey of 16 states in the Southern, Mid‐Atlantic, and Northeast regions of the United States were interested in learning about water management for home and garden landscaping.…”

“…As younger respondents age, it is anticipated that they will continue to utilize websites and increase the overall percentage of respondents visiting websites for water resource information. This trend is already evident as visiting a website moved from the fourth most frequently selected opportunity for learning in a 2008 regional survey (Boellstorff et al, 2013) to the most popular method for learning in the 2014 survey, increasing from 42.0 to 53.5%. Although it will remain important to produce printed materials to reach a broad audience, developing short educational videos or transferring fact sheets to websites will be important for reaching younger audiences.…”

“…Extension must include strategies to address the interest areas of non‐farming, rural landowners, especially with regard to water‐related topics. Research evaluating preferences for water resource information in the southern region of the United States in 2008 (Boellstorff et al, 2013) indicated that older respondents and those living in smaller cities were more likely to receive water resource information from extension. In addition, Boellstorff et al (2013) reported that overall, respondents preferred to receive water resource information through printed factsheets, watching television coverage, reading the newspaper, and visiting websites.…”