Weather service providers around the world offer the public forecasts and warnings to improve decision making and protect life and property. Recent surveys have found that, in the United States, weather news is one of the most popular items in the media (Pew Research Center 2008; Wilson 2008). In fact, it has been estimated that 300 billion forecasts are obtained by U.S. adults on an annual basis (Lazo et al. 2009). But there are very few studies that look at how and why the public gets, reads, and responds to weather information, even though this research is fundamental to the design of weather products and communication strategies.
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