This article presents a conceptual model that predicts the characteristics of users of a public weather information system. The primary use of this system is to determine irrigation timing and quantities. The model is tested with data from a survey of users of the California Irrigation Management Information System (CIMIS). This data is compared with information on the California agricultural industry to highlight differences between the two groups. The information is useful in targeting educational activities that promote use of the system. © 1996 John Wiley & Sons, Inc.
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