Alabama Tornado Survey May 2011 Birmingham, Tuscaloosa, Huntsville, and Montgomery Billy McDowell Vice President of Research Raycom Media, Inc. 1
On April 27 th, 2011 a series of storms breeding tornadoes swept across Alabama and the southeast leaving a wake of destruction in their path. Within just a few hours, over 13,000 homes were destroyed and 246 people lost their lives in Alabama as a result of the storms. This study seeks to understand how people were alerted to the storms, how they made preparation, and the progress of the recovery efforts. 2
The interviews were conducted from May 13 th - 21 st, 2011. The tornado damage occurred on April 27 th, 2011. Random Digit Dialing technique was used with 80% landlines and 20% cell phone coverage. There was a total of 400 completed interviews in the Birmingham DMA, 400 in the Huntsville DMA and 400 in the Montgomery DMA. The results of these 1200 completed interviews were weighted by market in order to represent the true distribution of the adult population in the 3 DMA area. There was a 200 over-sample in Tuscaloosa county to assess the hardest hit county from the storms. 3
Total Sample 4
Where did you FIRST learn that storms were approaching your area? 71% of adults in these markets were alerted to the storms by television. 5
Where were you when the storm impacted your area? 75% of adults were at home when the storms first impacted the area. 6
Were you tracking the storms as they impacted the area? 79% of adults were tracking the storms as they impacted the area. 7
Were you tracking the storms as they impacted the area? Television led other media as a source for tracking storms across all ages. 8
Total Sample Did losing electrical power cause you to change the way you were getting information on the storms? If you were tracking the storms, where were you getting your information? 35% couldn t use TV due to power loss in the Total Sample, but 53% were still able to track the storm on TV 9
Birmingham DMA Did losing electrical power cause you to change the way you were getting information on the storms? If you were tracking the storms, where were you getting your information? 38% couldn t use TV due to power loss in Birmingham, and 54% were still able to track the storm on TV 10
Tuscaloosa Did losing electrical power cause you to change the way you were getting information on the storms? If you were tracking the storms, where were you getting your information? Because 45% couldn t use TV due to power loss in Tuscaloosa, only 30% were able to track the storm on TV 11
Personally know anyone injured or lost life as result of storms. 41% of Tuscaloosa residents knew someone personally who was injured or lost in the storm. 12
Rate the Local government response to the crisis. 88% of Tuscaloosa residents rated their local government s response as either good or excellent. 13
Rate the State government response to the crisis. 75% of the Total Sample rated the state government s response as either good or excellent. 14
Rate the Federal government response to the crisis. Half the Tuscaloosa residents rated the federal government s response as excellent. 15
Which service does your area need most to recover from the storms? Debris clean up and housing are the services most needed to recover from the storms. 16
Aware of any price gouging going on in your area as a result of the storms? (Total Weighted Sample) Cases Gas 17% Hotels 3% Repairs 3% Generators 5% Food 7% Other 2% None/Don't know 76% * Multiple responses allowed. People taking advantage of others by raising gas prices is the primary form of gouging mentioned. 17
Have you personally donated any of the following to help with the recovery from the storms? (Total Weighted Sample) Cases Money 46% Time 34% Clothing 34% Food 37% Blood 4% Personal hygiene items 21% Other 6% None/Don't know 15% * Multiple responses allowed. Almost half the residents of these markets have donated money to the recovery efforts. 18
Who did your community rely on most during the crisis? Total Sample 6% 8% 7% 9% 9% 12% 11% 14% 14% 13% 33% 23% 21% 21% 64% 55% 53% 49% 43% 41% 15% 21% 22% 24% 19% 19% 23% 21% 24% 18% 18% 21% 16% 17% 18% 20% 11% 11% 10% 9% 12% 15% 12% 2% 14% 4% 4% 3% 3% 3% 5% 6% 5% 5% 7% 7% 5% 7% 12% 10% Churches Friends Neighbors Charities TV Stations Radio Stations Local Gov't Newspapers Federal Gov't State Gov't Least Less About the same More Most Don't Know People rely on their churches, friends, neighbors and charities, before they rely on the government in a crisis. 19
Birmingham 20
Aware of any price gouging going on in your area as a result of the storms? (Birmingham Sample) Cases Gas 15% Hotels 3% Repairs 2% Generators 1% Food 5% Other 2% None/Don't know 79% * Multiple responses allowed. Gas price gouging is a concern for some Birmingham residents. 21
Have you personally donated any of the following to help with the recovery from the storms? (Birmingham Sample) Cases Money 43% Time 37% Clothing 34% Food 30% Blood 4% Personal hygiene items 20% Other 3% None/Don't know 16% * Multiple responses allowed. Birmingham residents donate their money, time, clothing and food. 22
Who did your community rely on most during the crisis? Birmingham. 7% 8% 6% 6% 9% 12% 11% 11% 15% 11% 29% 23% 21% 21% 50% 50% 47% 40% 35% 64% 24% 15% 25% 26% 20% 21% 26% 21% 21% 20% 23% 23% 16% 10% 12% 13% 16% 20% 20% 22% 21% 12% 10% 1% 3% 3% 3% 5% 5% 6% 4% 5% 5% 5% 6% 6% 7% 10% 12% 9% Churches Charities Friends Neighbors TV Stations Radio Stations Local Gov't Federal Gov't Newspapers State Gov't Least Less About the same More Most Don't Know Birmingham residents rely on their TV stations before they rely on government agencies. 23
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? YES I WOULD GET OUT OF THE WAY THAT TORNADOS GO MOSTR WOULD TAKE SHELTER IN BASEMENT WILL BE MORE PREPARED WE WILL BUILD A STORM SHELTER WE WERE AT WORK AND I WOULD HAVE LEFT WORK EARLIER. WE NEED TORNADO SIRENS IN OUR AREA WATCH THE NEWS MORE WATCH THE NEWS WATCH THE NEWS TRY TO MAKE EVERYONE SAFER TO MAKE SURE I HAVE BATTERY POWERED TV. TO IMPROVE MY SAFE PLACE TAKE THE WARNING SERIOUSLY TAKE THE STORMS MORE SERIOUSLY. TAKE SHELTER SOONER TAKE IT SERIOUSLY TAKE IT SERIOUSLY TAKE IT MORE SERIOUSLY. 24
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? TAKE IT MORE SERIOUSLY NEXT TIME TAKE COVER QUICKER TAKE COVER FASTER. TAKE COVER AND HIDE TAKE COVER STORM SHELTER STORM SHELTER STORM CELLERS STOCK UP ON FOOD AND SUPPLIES STAY IN STORM PIT SAFE PLACE PREPARE AND PRAY PRAY A LITTLE HARDER PAY MORE ATTENTION PAY A LITTLE MORE ATTENTION TO IT NOT WAIT TO LAST MINUTE TO GET OUT TRAILER NO, I COULDNT GO BACK YO CHANGE IT NO 25
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? MY HUSBAND WOULD LEAVE MORE TV COVERAGE MORE PREPARED MORE PREPARED MORE CAREFUL! MORE BATTERIES MAKE SURE MY FAMILY AND I ARE WELL COVERED. MAKE SURE I WAS MORE PREPARED MAKE SURE I HAVE A RADIO INSTEAD OF RELYING ON A DIGITAL TV SIGNAL. MAKE SURE I FIND BETTER SHELTER LISTEN TO MY HUSBAND AND LEAVE MY HOME SOONER LEFT THE AREA LEAVE THE AREA. LEAVE THE AREA. LEAVE MY JOB SOONER LEAVE LEAVE KEEP AN EYE ON THE WEATHER CHANNELS 26
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? INVEST IN A RADIO II WOULD TAKE BETTER PRECAUTION AND STOCKING UP ON NESSECITIES I WOULDNT VIDEOTAPE IT I WOULD TRY TO FIND A SAFE PLACE AND NOT STAY IN MY MOBILE HOME. I WOULD TAKE THINGS MORE SERIOUS I WOULD TAKE THINGS MORE SERIOUS I WOULD TAKE MORE CAUTION I WOULD TAKE IT MORE SERIOUSLY. I WOULD PROBABLY INFORM OTHERS QUICKER & GET TO A SAFER SPOT. I WOULD TAKE IT MORE SERIOUSLY. BECAUSE WE WEREN'T AFFECTED I DIDN'T KNOW IT WAS THAT SERIOUS. I WOULD TAKE IT MORE SERIOUSLY I WOULD TAKE COVER SOONER I WOULD STAY MORE UP TO DATE ON THE STORM WARNINGS. I WOULD PROBABLY NOT FALL ASLEEP. I WOULD PAY CLOSER ATTENTION TO THE NEWS. I WOULD MAKE SURE THAT EVERYONE I KNEW WAS SAFE. I WOULD MAKE SURE I AM ADIQUATLY SUPPLIED I WOULD LISTEN TO THE WARNINGS 27
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? I WOULD LIKE TO PLAN BETTER I WOULD LEAVE WORK I WOULD LEAVE THE AREA I WOULD LEAVE I WOULD ISTEN TO THE WARNIG MORE I WOULD HEAD SOUTH I WOULD HAVE TREES AROUND MY MOBILE HOME CUT. I WOULD HAVE A BATTERY POWERED RADIO I WOULD GO TO SHELTER FAST THAN I DID I WOULD GO SOMEWHERE SAFER I WOULD GET A GENERATOR I WOULD DO EVERYTHING DIFFERENT I WOULD DO A LOT OF PRAYING I WOULD CHECK ON MY FAMILY I WOULD BUY A BATTERY POWERED WEATHER RADIO. I WOULD BE MORE PREPARED AND NOT WAIT UNTIL THE LAST MINUTE I WOULD BE MORE PREPARED I WOULD BE MORE PREPARED 28
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? I WISH I HAD A STORM SHELTER I WILL TAKE THEM MORE SERIOUSLY I WILL TAKE IT MORE SERIOUS I WILL PRAY! I WILL GET IN STORM SELLAR I WILL GET A GENERATOR AND MOVE ALL IMPORTANT PAPERS TO A SAFE PLACE I WILL FIND ME AN BASEMENT TO GET IN! I WILL BE BETTER PREPARED I PLAN ON BUILDING A STORM SHELTER BECAUSE I LIVE IN A TRAILER. I MOST DEFINATELY WILL GET UNDERGROUND. I MIGHT GO UP TO ONE OF MY NEIGHBOR'S BASEMENT. I'D PROBABLY GO TO A STURDIER STRUCTURE. I'D LIKE TO HAVE AN UNDERGROUND SHELTER BUILT. I'D LIKE TO HAVE A STORM SHELTER OR A BASEMENT. ALSO, PUBLIC INFORMATION AVAILABLE TELLING PEOPLE WHERE TO EVACUATE. I'D LEAVE AND NOT STAY HOME. I'D GET OUT OF MY HOUSE. HELP PEOPLE WHO HAVE NO TRANSPORTATION AND CAN'T GET OUT. 29
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? HELP MAKE SURE FIREMEN ARE MORE PREPARED WITH EQUIPMENT, SKILLS ETC. HAVE NEEDED SUPPLIED HAVE FOOD ITEMS, GENERATORS, AND BATTERIES AVAILABLE. GO TO THE BASEMENT GO TO SAFE LOCATION GO TO MY BASEMENT GO TO A SHELTER INSTEAD OF STAYING HOME GO TO A SHELTER GO TO A SAFER PLACE GO TO A SAFE ROOM GO TO A SAFE PLACE GO TO A SAFE PLACE GO TO A SAFE PLACE GO TO A CHURCH GO TO A CHURCH GO THE OTHER WAY. GO HOME GO FIND BASEMENT. 30
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? GO DOWN IN THE BASEMENT GO BUY A STORM SHELTER GETTING ME A GENERATOR GETTING IN A SAFE PLACE GET UNDERCOVER GET UNDER THE HOUSE GET TO THE STORM SHELTER FASTER GET MY PEOPLE IN MY STROM SHELTER GET MY HUSBAND WHO IS DISABLED IN A BASEMENT. GET MY FAMILY AND GO TO THE BASEMENT GET IN A SAFER PLACE GET A GENERATOR GATHER THE WHOLE FAMILY AT MY HOUSE; ESPECIALLY FAMILY MEMBERS THAT ARE IN AN UNSAFE AREA. I DO HAVE A HIDDEN PLACE. FIND A RADIO AND TRACK IT FILL MY CAR UP WITH GAS. HELP NOTIFY MORE PEOPLE. EVERYTHING EVACUATE 31
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? DON'T WAIT SO LONG TO TAKE COVER DO WHAT THEY SAY WHEN THEY SAY TO DO IT DO WHAT THEY SAY CUT TREES DOWN COVER MYSELF CHECK TO MAKE SURE FAMILY IS OK CHECK ON LOVED ONES CHECK ON FAMILY CALL FAMILY BY BEING BETTER PREPARED BUY NONPERISHABLE FOODS AND WATER BUY A GENERATOR BUY A GENERATOR BUILDING ME A STORM SHELTER BUILDING A STORM SHELTER BUILDING A SHELTER. BUILD STORM SELLERS BETTER PREPARED 32
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? BE SAFER BE SAFE BE PREPARED AND GET IN A SAFER PLACE. BE PREPARED BE PREPARED BE PREPARED BE PREPARED BE MORE PREPARED. BE MORE PREPARED. BE MORE PREPARED WITH THINGS BE MORE PREPARED FOR GAS WITH GENERATORS. HARD TO FIND DURING THE TIME BE MORE PREPARED BE MORE PREPARED BE MORE PREPARED BE MORE CARE AFTER ALL WE HAVE SEEN. A SAFE PLACE 33
Tuscaloosa 34
Aware of any price gouging going on in your area as a result of the storms? (Tuscaloosa Sample) Cases Gas 13% Hotels 2% Repairs 3% Generators 1% Food 2% Other 2% None/Don't know 82% * Multiple responses allowed. With the exception of higher gas prices, there is little concern about price gouging in Tuscaloosa. 35
Have you personally donated any of the following to help with the recovery from the storms? (Tuscaloosa Sample) Cases Money 54% Time 54% Clothing 43% Food 31% Blood 7% Personal hygiene items 28% Other 2% None/Don't know 10% * Multiple responses allowed. People have been very generous in Tuscaloosa. 36
Who did your community rely on most during the crisis? Tuscaloosa 4% 5% 7% 3% 4% 7% 6% 9% 9% 8% 68% 60% 59% 56% 56% 53% 51% 47% 43% 39% 19% 17% 10% 22% 22% 18% 20% 16% 19% 11% 19% 21% 22% 15% 14% 19% 15% 15% 18% 18% 7% 1% 4% 3% 3% 3% 4% 3% 2% 2% 3% 2% 3% 4% 4% 3% 3% 4% 5% 9% Churches Charities Local Gov't Friends Neighbors Radio Stations TV Stations Federal Gov't State Gov't Newspapers Least Less About the same More Most Don't Know Local government scored higher than friends and neighbors in Tuscaloosa. 37
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? YES I WOULD GET IN MY BATHTUB. WEATHER RADIO WE PLAN TO BUILD A STORM SHELTER TRY TO WARN MORE PEOPLE. TRY TO WARN MORE PEOPLE. TRACKING BETTER TRACK IT TRACK IT TO MAKE SURE I HAVE BATTERY POWERED RADIO TO IMPROVE MY SAFE PLACE TAKE THE WARNING SERIOUSLY TAKE THE STORMS MORE SERIOUSLY. TAKE SHELTER SOONER TAKE IT SERIOUSLY TAKE IT MORE SERIOUSLY TAKE IT MORE SERIOUSLY TAK THEM MORE SERIOUSLY TAK THEM MORE SERIOUSLY 38
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? PREPARE PREPARE PAY MORE ATTENTION TO THE NEWS PAY MORE ATTENTION PAY MORE ATTENTION PAY CLOSER ATTENTION NEXT TIME I WILL NOT BE OUT ON THE ROAD. MAKING SURE WE HAVE A STORM RADIO. BETTER PLAN ON WHERE TO MEET AT. MAKE THE STORM CLEAR TO MY FRIENDS AND MAKE SURE THEY ARE SAFE. MAKE THE STORM CLEAR TO MY FRIENDS AND MAKE SURE THEY ARE SAFE. LISTEN TO WEATHER MORE CLOSELY AND LEAVE SOONER LISTEN TO THE WARNING BETTER LEAVE MY JOB SOONER LEAVE GO TO STORM SHELTER. KEEP MY WEATHER ALERT RADIO ON. KEEP A CLOSE EYE ON THE NEWS AND DONT WAIT TO GET INTO A SAFE PLACE IWOULD TAKE IT MORE SERIOUSLY I WOULDVE MADE MORE PRECAUTIONS AND GET A PORTABLE TV 39
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? I WOULD TRY TO GROUP ALL MY FAMILY TOGETHER I WOULD TRY TO GROUP ALL MY FAMILY TOGETHER I WOULD TAKE MORE PRECAUTION I WOULD TAKE MORE PRECAUTION I WOULD TAKE COVER BETTER I WOULD TAKE COVER BETTER I WOULD REALLY PAY ATTENTION NEXT TIME I WOULD MAKE SURE TO BE MORE PREPARED. I WOULD MAKE SURE I HAD A STORM SHELTER. I THINK THAT THE CITY OF TUSCALOOSA SHOULD HAVE A SHELTER FOR FAMILYS TO GO TO IN A CRISIS I WOULD LEAVE I WOULD HAVE WENT TO WAL-MART I WOULD GO SOMEWHERE SAFER I WOULD ENVEST IN A STORM SHELTER I WOULD DO EVERYTHING DIFFERENT I WOULD BE ON THE LOWEST FLOOR OF THE BLDG. IN AN INNER ROOM W/NO WINDOWS. I WOULD BE ON THE LOWEST FLOOR OF THE BLDG. IN AN INNER ROOM W/NO WINDOWS. I WOULD BE MORE PREPARED 40
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? I WOULD BE MORE CAUTIOUS I WOULD BE MORE CAREFUL I WOULD BE MORE CAREFUL I WILL TAKE THEM MORE SERIOUS I WILL TAKE THEM MORE SERIOUS I WILL LISTEN TO MY HUSBAND AND WONT ARGUE HOW BAD THE STORM IS I WILL BE MORE AWARE AND KNOWLEDGEABLE OF THE STORMS. I PLAN ON HAVING A STORM SHELTER I HOPE MY WORK LETS ME OFF WORK HOPE THE COUNTY BUILDS STORM SHELTERS HOPE HE HAS A STORM SHELTER HAVE NEEDED SUPPLIES HAVE MORE SUPPLIES AT HOME. HAVE MORE SUPPLIES AT HOME. HAVE A SAFE ROOM GO TO MY BASEMENT GO TO A SAFER PLACE GO TO A SAFE PLACE 41
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? GETTING IN A SAFE PLACE GET PORTABLE RADIO GET OUT OF MY TRAILER. GET MY HUSBAND HOME FASTER GET A RADIO GET A RADIO GET A NEW SAFE PLACE FOR INFORMATION ABOUT STORM SHELTERS. FIND A BASEMENT FIND A BASEMENT EVERYTHING CLEAN UP EFFORT CHECK ON LOVED ONES CALL FAMILY BETTER PREPARED BE SAFER BE SAFE BE PREPARED 42
Is there anything you will do differently the next time storms are headed for your area? If so, what will you do? BE PREPARED BE MORE PREPARED. BE MORE PREPARED. BE MORE PREPARED. BE MORE PREPARED. BE MORE PREPARED. BE MORE PREPARED WITH THINGS BE MORE PREPARED FOR GAS WITH GENERATORS. HARD TO FIND DURING THE TIME BE MORE PREPARED BE MORE PREPARED BE MORE PREPARED BE MORE PREPARED BE MORE CARE AFTER ALL WE HAVE SEEN. ALERT MORE PEOPLE 43
The End 44