2014 Extension Statewide Online Survey of Clientele Lena Etuk, Social Demographer, OSU Extension...

2014 Extension Statewide Online Survey of ClienteleLena Etuk, Social Demographer, OSU Extension Service

Online Survey Methodology

• Online survey questions exactly same as phone survey• Survey link sent to adult Extension contacts from county and

state offices• Only one email invitation sent out• Email body was canned, salutation could be personalized

• Survey open from January 2-17, 2014• 1,255 respondents• IRB approved study

Who responded?

Predominantly• White (85%)• College-educated (81%)• Age 35+ (92%)• Women (65%)• Extension users (98%)• Used Ext. in last year (79%)• Living in the Willamette

Valley/North Coast (43%)• Have lived in Oregon 20+

years (71%)

Diversity among respondents

Portland Metro 19%Southern 15%Central 16%Eastern 8%

Hispanic/Latino 2%Non-White, non-Hispanic/Latino

5%

Refused 7%

Less than 5 years lived in Oregon

7%

5-10 years lived in Oregon 10%11-20 years lived in Oregon 12%

Less than High School 0%High School graduate/GED

3%

Trade school 2%Some college 15%

Region

Race/Ethnicity

Tenure in Oregon

Education

Online Survey Respondents were…

Not your typical Oregonians & thereforenot like the phone respondents…

From where do Extension clientele access information to solve their everyday problems?

• When do they recommend the OSU Extension Service?

• What other organizations do they recommend, that could be potential collaborators or competitors?

Which organization would you tell a friend to contact for information about…

Other, Don’t Know, or No response

Internet

City/County

OSU

OSU Extension Service

0% 10% 20% 30% 40% 50% 60% 70%

24%

3%

4%

5%

63%

How to safely handle food during cooking or preservation (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Age- Region- Gender



OSU

Internet

City/County

Other Professional


0% 5% 10%15%20%25%30%35%40%45%

42%

2%

4%

12%

14%

26%

Helping families maintain good health & well-being (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Age- Gender



City/County

Internet

Museum

Schools


0% 10% 20% 30% 40% 50% 60%

32%

2%

2%

5%

5%

54%

Activities for kids where they can learn about things like science, healthy living, or leader-

ship (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region- Gender- Tenure in OR



Counselor

Other University

Internet


Oregon State University (OSU)

Community College

0% 10% 20% 30% 40% 50%

44%

2%

4%

4%

8%

10%

28%

Continuing Education for Professional De-velopment (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region- Tenure in OR




Other university

Schools

Internet

OSU

Community College

Counselor

0% 5% 10%15%20%25%30%35%40%45%

42%

2%

2%

3%

4%

11%

14%

21%

Going to College (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region



Other Professional

OSU


0% 10% 20% 30% 40% 50% 60% 70%

30%

2%

5%

63%

Questions about farming, ranching, or livestock (n=1,255)

% of 2014 Online Survey RespondentsNo Demographic variation


Other, Don’t Know, or No responseUS Forest Service

OR Dept. of ForestryOregon State University (OSU)

US Dept. of AgricultureWatershed Council

Soil & Water Conservation DistrictOSU Extension Service

OR Dept. of Fish & Wildlife

0% 5% 10% 15% 20% 25% 30% 35% 40%

35%2%2%3%4%

8%9%

18%20%

How to enhance a stream to improve salmon habitat (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region- Gender- Tenure in OR



OR Dept. of Agriculture

Internet

US Dept. of Agriculture


Soil & Water Conservation District


0% 10% 20% 30% 40% 50% 60% 70%

23%

2%

2%

2%

3%

5%

65%

Identifying and getting rid of non-native plants, animals, or insects (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region- Gender- Age





Other Professional

0% 10% 20% 30% 40% 50%

44%

4%

20%

32%

Planning to pass on a private farm, forest, or ranch to the next generation (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Education



Internet

US Forest Service


OR Dept. of Forestry


0% 10% 20% 30% 40% 50%

39%

2%

3%

5%

7%

45%

Taking care of a small or large woodlot (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Region- Education



Federal Emergency Management Agency


Internet

Red Cross

City/County

0% 10% 20% 30% 40% 50% 60%

53%

4%

7%

7%

10%

18%

What to do after an earthquake or tsunami (n=1,255)

% of 2014 Online Survey RespondentsDemographic variation:- Gender

Extension Clientele recommend OSU Extension

• Overwhelmingly, for:• Food safety• Activities for kids• Farming, ranching, or livestock• Invasive species

• Commonly, for:• Family health & wellbeing• Woodlot management

• Rarely, for:• Continuing education• Going to college• Stream enhancement to improve salmon habitat• Succession planning• What to do after an earthquake or tsunami

How do Extension Clientele use different tools & tech to access information?

Enrolled in an online course as part of a degree program or as a stand-alone class

Downloaded an app on your smartphone or tablet

Subscribed to a newsletter you get in the mail

Signed up to receive emails from an organization or business

0% 20% 40% 60% 80% 100%

Ever used the following to get information to help with job or personal life?

Yes No DK Not Applicable

% of 2014 Online Survey Respondents

Statewide Program Priorities (Split Sample A)

Learning more about how to prepare for natural disasters (major storms, tsunami, earthquakes)

Helping to care for older adults

Helping people make healthy, nutritious food choices for all family members

Maintaining viable communities with strong economies

Keeping our water plentiful and of high quality

0 2 4 6 8 10

6.9

7.7

8.2

8.2

8.5

Willingness to fund educational programs focused on… (n=608)

Scale is 0 to 10, Strongly Disagree to Strongly Agree, 5 is neutral

Top Box (8+9+10)

57%

53%

53%

38%

25%

Statewide Program Priorities (Split Sample B)

Developing alternative energy sources

Environmentally responsible production practices for our natural resources like

agriculture, fisheries, and forestry

0 2 4 6 8 10

7.7

8.7

8.7

8.8

Willingness to fund educational programs focused on… (n=622)

Scale is 0 to 10, Strongly Disagree to Strongly Agree, 5 is neutral

Top Box (8+9+10)

63%

61%

61%

44%

Other things that affect Extension Clientele which could be addressed with educational programs? (n=1,255)

Response Category% of respondents

(694)Sustainable natural resources/Ag science/farming

10%

Programs for the youth 8%

Life skills 6%

Financial education/Personal finance 6%

Healthy eating/food preservation 5%

Other 5%

Job training/job search skills 4%

Aging/older adults 3%

Food system 3%

Extension Clientele Support Natural Resource & Youth Programming

Strongest support for:• Youth development• Environmentally responsible natural resource management• Abundant and safe supply of food• Keeping water plentiful and in high supply

Extension Clientele are highly aware of Extension

Oregon Farm Bureau

Department of Human Services

Portland State University

The University of Oregon

Other

Oregon Department of Agriculture

Don’t know

Oregon State University

0% 20% 40% 60% 80% 100%

Organization Responsible for the Overall Ad-ministration of Extension Programs in Oregon

(n=1,255)

% of 2014 Online Survey Respondents

What comes to mind when Extension Clientele think of OSU Extension?

1. Agriculture/farming (30%)2. Gardening (25%)3. 4-H/Youth (22%)4. Canning/food safety (15%)5. General, research-based info for the public (13%)

“Community based organization that offers expertise to all types of people who work with the land from back yard gardeners to farmers and ranchers - both large and small.”

“Master gardeners, master food preservers, land stewardship...useful information, knowledgeable people”

“Farms, Ranches, animal husbandry, pesticide information, 4-H, youth leadership opportunities, county fairs, rural policy issues”

In sum, Extension Clientele Respondents

• Recommend OSUES overwhelmingly, for information about:• Food safety• Activities for kids• Farming, ranching, or livestock• Invasive species

• View other organizations highly, that do Extension work• Use a mix of high- and low-tech information tools• Support current Extension programming • Are not unified with a clear call, for new programming• Know the OSU Extension Service

Also, Extension Clientele Respondents

• Fairly similar to Oregonians overall, regarding:• Orgs they would recommend for information about continuing ed, going

to college, identifying invasive species, and what to do after natural disaster

• Rank order of support for Extension programs

• Differ from Oregonians overall with respect to:• Demographics!• Awareness, use of, and value for Extension• Use of technology and other tools for getting information• Strength of support for Extension programs• New programming ideas

Lena [email protected]

Questions, Comments, Insights?

mailto:[email protected]

2014 Extension Statewide Online Survey of Clientele Lena Etuk, Social Demographer, OSU Extension...

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