| Summary: | Water resource management is a critical natural resource issue in Oklahoma and as such, has received priority in Extension program design and implementation. While the content of outreach programs has been modified over the years due to changes in technology and knowledge, the mode of delivery has largely remained the same despite changes in audience preferences. For effective outreach, Extension professionals need to understand the factors that affect audience preferences for learning opportunities pertaining to water resource issues. Using a statewide survey administered in 2018, this study developed a typology of residents based on their perceived importance of water issues and assessed the factors affecting learning opportunities about water issues in Oklahoma. Cluster analysis revealed three distinct groups, which varied in terms of socio-demographic characteristics and preferences for learning opportunities. Residents’ drinking water supply attributes and demographic characteristics affected their preference for learning opportunities about water issues. The results suggested the necessity of tailored outreach efforts, which may help in planning and implementing effective educational programs for water resource management.
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