Mark Kassof: Radio Lags As 'First Responder'
March 11, 2014 at 8:05 AM (PT)
New research from MARK KASSOF & CO. reveals that radio ranks third as the source of information 18-64 consumers would turn to first in the event of a local emergency.
Only 17% percent select “AM or FM radio” as the place where they would go first for information about “emergencies that could affect a local community -- like severe weather, flooding, power outages, gas leaks, chemical spills, fires, tainted water supplies and major accidents.”
Television ranks first at 37%, the Internet next at 25%.
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 45-64 men most likely.
These research findings are based on 707 telephone interviews conducted from FEBRUARY 26th through MARCH 1st. The maximum total sample margin of error is +/-4%. More details can be found at kassof.com.