Canadians tapped into social networks, expect emergency responders to use social media: New Red Cross survey

OTTAWA, Oct. 9, 2012 /CNW/ - According to new data collected by Ipsos on behalf of the Canadian Red Cross, the majority of Canadians are using social media regularly and expect emergency responders to also be using popular social networking tools.

The survey, Social Media in Emergencies, is the first of its kind in Canada to look at habits and trends around the use of social media in disasters. Key findings include:

• 64 per cent of Canadians use social media sites, 62 per cent of whom participate nearly every day
• 63 per cent think disaster and emergency response agencies, including fire and police, should be prepared to respond to calls for help that are posted on social media networks
• About one third of respondents (35 per cent) think emergency services would respond to a request for help posted on social media, 74 per cent of whom believe help would arrive within one hour
• 54 per cent of Canadians say they would use social media to let loved ones know they are safe in an emergency
• Although television (39 per cent) and radio (26 per cent) are the preferred ways of receiving news about an emergency, one third (31 per cent) of Canadians say they would prefer various electronic methods, such as web sites, social media or cell phones
• While the majority of Canadians say they have personally experienced disasters, 66 per cent have not taken steps to prepare themselves for an emergency
• The main reasons cited for not taking steps to prepare include: perception that a disaster is unlikely to occur in their area (27 per cent); never thought about it (21 per cent); and no time/never got around to it (12 per cent)

"Information is key to keeping people safe in an emergency," says Conrad Sauvé, secretary general of the Canadian Red Cross. "With the majority of Canadians already engaged on social networking sites, these platforms can be used to get more information on local emergencies and inform people how they can give or receive help."

In emergencies, the Canadian Red Cross uses social networks to share important updates, provide preparedness information and respond to questions from affected communities.

Across Canada, there have been many disasters in the last year, including wildfires, flooding, hurricanes and tornadoes. In addition, the Red Cross helps thousands of families each year affected by house fires.

With so many Canadians reporting they are unprepared for emergencies, the Canadian Red Cross is stressing that families prepare for disasters by having enough food, water and provisions to sustain themselves for 72 hours.

For more information and preparedness tips please visit www.redcross.ca; join us on Facebook (facebook.com/canadianredcross) or follow us on Twitter (@redcrosscanada).

A Majority (54%) of Canadians Would Use Social Media Channels, Such as Facebook or Twitter to Let Their Friends and Family Know That They are Safe in the Event of an Emergency

One-Third (35%) of Canadians Think That Emergency Services Such as Fire or Police Would Respond to a Request for Help Over Social Media

Public Release Date: October 9^th, 6 a.m. EST

Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels.  Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada—all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit www.ipsos.ca

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http://www.ipsos-na.com/news-polls/

Toronto, ON - A majority (54%) of Canadians 'would' (29% definitely/24% probably) use social media channels, such as Facebook or Twitter to let their friends and family know that they are safe in the event of an emergency, while one-third (31%) 'would not' (16% definitely/15% probably) according to a new poll conducted by Ipsos Reid on behalf of the Canadian Red Cross.  One in ten (14%) say that they 'might or might not' use social media channels to inform friends and family of their safety in an area-wide emergency.

In terms of posting information, fewer than one in ten (8%) Canadians say that they have personally experienced a disaster and then posted information or photos about that event to a social media site; more than nine in ten (93%) have not posted such information.  Of those who have, an overwhelming majority chose Facebook (87%) as the network on which to post.

The following table includes the full list of social media sites used to post information or pictures of personally-experienced disasters:

Social Media Channel	%
Facebook	87%
YouTube	11%
Blog	8%
Google+	6%
Twitter	5%
Other	11%

Indeed, the development of online communities, especially through the frequent use of social media and networking tools, has provided Canadians with new avenues to receive important information electronically.  Two-thirds (64%) of Canadians say that they participate in online communities or social media networks, such as Facebook or Twitter, although four in ten (36%) do not participate in such groups.

Most people who participate in these networks do so daily.  Six in ten (62%) participate in their online community/social network 'every day or nearly every day'.  The list below outlines fully how frequently Canadians participate in their online communities and social networks:

• Every day or nearly every day - 62%
• A few times a week - 21%
• Once a week - 7%
• A few times a month - 6%
• One a month or less often - 3%

Electronic Emergency Updates

Although TV (39%) and radio (26%) tend to be the preferred ways of receiving news about an emergency, one-third (31%) prefer to get their news updates electronically (such as by e-mail, web site post, text alert, online news, etc.).

When it comes to signing up for electronic updates, Canadians are more likely to sign up for electronic alerts in times of emergency, compared to general preparation updates.  Half (49%) 'would' (21% definitely/28% probably) sign up for emails, text alerts, or smart phone applications to receive information about disaster preparedness when there are official warnings in their community.  One-third (31%), however, 'would not' (13% definitely/18% probably) sign up for such alerts, while two in ten (19%) are indifferent.

Six in ten (60%) 'would' (28% definitely/32% probably) sign up for information via electronic alerts on the location of medical services.  The table below outlines fully how likely Canadians would be to sign up for information via electronic alerts based on specific situations:

Alert Type	Information	Would	Wouldn't	Might/Might Not
Emergency	Location of medical services	60%	25%	15%
Emergency	How to keep yourself safe during and after an emergency	58%	25%	17%
Emergency	Shelter Locations	55%	27%	18%
Emergency	Preparedness information such as how to know the risks in your area, make a plan, and build a preparedness kit	51%	28%	21%
Emergency	Location of Red Cross reception centres	51%	28%	20%
Official Warning	Information about disaster preparedness when there are official warnings of disaster	49%	31%	19%

Of all the ways to receive this kind of information electronically, emails (39%) are the most preferred method for Canadians.  One-quarter (25%) say that they prefer text (SMS), while one in ten (13%) prefer smart phone applications.  However, two in ten (20%) say that they don't prefer any of the above options, while 3% don't know.

Disaster/Emergency Responders and Social Media Websites

While many indicate that disaster and emergency responders already 'currently' monitor social media websites, more indicate that responders 'should' monitor social media for any signs of emergency.  Not only do many Canadians think that these responders should monitor social media, many also believe that they should be prepared to respond to calls for help that are posted in social media networks.

The table below outlines the extent to which Canadians agree or disagree that different responders currently monitor, should monitor, and should be prepared to respond to social media websites for emergencies:

Responders and Social Media	Agree	Disagree
Disaster response agencies like the Canadian Red Cross should be prepared to respond to calls for help that are posted in social media networks	68%	30%
Disaster response agencies like the Canadian Red Cross should monitor social media websites	67%	25%
Emergency responders like firefighters and the police should monitor social media websites	66%	27%
Emergency responders like fire fighters and the police should be prepared to respond to calls for help that are posted in social media networks	63%	24%
Emergency responders like firefighters and the police currently monitor social media websites	55%	21%
Disaster response agencies like the Canadian Red Cross currently monitor social media websites	54%	18%

About one-third (35%) of Canadians think that emergency services such as fire or police would respond to a request for help over social media, while two-thirds (65%) think that these services would not respond.  Of those who think that these services would respond, most (74%) believe that the response time would be an hour or less.

Personal Preparedness for Times of Emergency/Disaster

While many Canadians say that they have personally experienced emergencies, two-thirds (66%) of Canadians have not taken steps to prepare themselves in the event of a disaster.  One-third (34%) of Canadians, however, say that they have taken steps to prepare for such situations.

The types of emergencies that Canadians say they have most frequently experienced are a loss of electricity for more than 72 hours (41%), and hurricanes, tornadoes, or severe storms (38%).  Other emergencies that Canadians have personally experienced include:  flooding (16%), fire (12%), and an evacuation order as a result of a disaster (9%).

Of those who have not taken any steps towards disaster preparation, the main reason they have not done so is because of the perception that these types of disasters rarely occur or are unlikely to occur in their area (27%).  Two in ten Canadians (21%) say that they have 'never thought about it' when it comes to preparing for emergencies or disasters.

The following table shows the full list of reasons provided by Canadians for not taking steps to prepare themselves in the event of a disaster:

Reason for Not Taking Emergency Preparation Steps	%
This type of disaster rarely occurs/unlikely to occur in my area	27%
Never thought about it	21%
No time/never got around to it	12%
Unnecessary/no need	11%
Already prepared/know what to do	8%
Not concerned/don't care	7%
Should consider/begin to be prepared	3%
Feel safe/secure	3%
Preparations are (partially) underway/still being implemented	2%
No plan in place/don't know what to do	2%
No reason	3%
Other mention	9%
Don't know	8%

While many are unprepared, some Canadians take precautions by having provisions available in the event of an emergency.  Six in ten (62%) Canadians say that they have 'food and water to last them/them and their family 72 hours in the event of an emergency in which there was no electricity at their home'.  Three in ten (30%) say that they have 'a disaster preparedness kit in their home', while one-quarter (26%) of Canadians have a 'disaster kit in their car.  That said, three in ten (28%) Canadians indicate having none of these.

These are some of the findings of an Ipsos Reid poll conducted between June 19 and July 4, 2012, on behalf of the Canadian Red Cross. For this survey, a sample of 500 Canadians from Ipsos' Canadian online panel was surveyed online and 500 Canadians were interviewed by telephone.  The data was then merged and weighting employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data, and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of n=1,000 and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to, coverage error and measurement error.

For full tabular results, please visit our website at www.ipsos-na.com. News Releases are available at: http://www.ipsos-na.com/news-polls/

© Ipsos Reid

 

 

SOURCE: CANADIAN RED CROSS

Canadian Red Cross Media Line - Ottawa
[phone]

Sean Simpson
Associate Vice President
Ipsos Reid 
Public Affairs
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