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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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
OSU
Internet
City/County
Other Professional
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
City/County
Internet
Museum
Schools
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
Counselor
Other University
Internet
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
Other Professional
OSU
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
OR Dept. of Agriculture
Internet
US Dept. of Agriculture
Oregon State University (OSU)
Soil & Water Conservation District
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
Oregon State University (OSU)
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
Internet
US Forest Service
Oregon State University (OSU)
OR Dept. of Forestry
OSU Extension Service
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
Which organization would you tell a friend to contact for information about…
Other, Don’t Know, or No response
Federal Emergency Management Agency
OSU Extension Service
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