Public awareness of water- and drought-related issues is an important yet relatively unexplored component of water use behavior. To examine this relationship, we first quantified news media coverage of drought in California from 2005 to 2015, a period with two distinct droughts; the later drought received unprecedentedly high media coverage, whereas the earlier drought did not, as the United States was experiencing an economic downturn coinciding with a historic presidential election. Comparing this coverage to Google search frequency confirmed that public attention followed news media trends. We then modeled single-family residential water consumption in 20 service areas in the San Francisco Bay Area during the same period using geospatially explicit data and including news media coverage as a covariate. Model outputs revealed the factors affecting water use for populations of varying demographics. Importantly, the models estimated that an increase of 100 drought-related articles in a bimonthly period was associated with an 11 to 18% reduction in water use. Then, we evaluated high-resolution water consumption data from smart meters, known as advanced metering infrastructure, in one of the previously modeled service areas to evaluate breakpoints in water use trends. Results demonstrated that whereas nonresidential commercial irrigation customers responded to changes in climate, single-family residential customers decreased water use at the fastest rate following heavy drought-related news media coverage. These results highlight the need for water resource planners and decision makers to further consider the importance of effective, internally and externally driven, public awareness and education in water demand behavior and management.
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