New research from Mark Kassof & Co. finds that radio ranks third as the source of information that consumers ages 18-64 would turn to first in the event of a local emergency. Only 17 percent of those surveyed selected "AM or FM radio" as the place where they would go first for information about "emergencies that could affect a local community Ė like severe weather, flooding, power outages, gas leaks, chemical spills, fires, tainted water supplies and major accidents." Television was ranked first at 37 percent, followed by the Internet at 25 percent.
The survey found little variation among age groups in their choice of radio as the "go to" for emergency information. However, men are more likely to turn to radio than women, with men aged 45-64 the most likely.
These research findings are based on 707 telephone interviews conducted from February 26 through March 1, 2014, and more details can be found at kassof.com. This research is the latest in a series of ListenerThink surveys conducted by Mark Kassof & Co.