national study of consumers’ opinions & perceptions ......importance of factors influencing...

National Study of Consumers’ Opinions & Perceptions

Regarding Water QualityMarch 2015

• The report presents the findings of a national telephone survey conducted by Applied Research-West, Inc. (ARW) between March 1 – March 15, 2015.

• 1,200 adults over the age of 18 and living in private households were interviewed.

Survey Methodology

• ARW used a random sampling procedure and the survey results are accurate within +/-2.8 percent.

• The results are representative of U.S. adults over 18.

Survey Methodology (2)

Household Water Quality

Overall Concern with Quality of Household Water Supply

24%25%

21%

16%

13%

24%

28%

23%

15%

10%

27%29%

21%

13%

10%

Extremely Concerned 4 3 2 Not at all concerned

2011 2013 2015Top 2 Box

2011 2013 2015

49% 52% 56%

Overall, how concerned are you about the quality of your household water supply?

Concern About Health Contaminants in Tap Water

27% 27%

21%

15%

9%

30%

26% 26%

13%

6%

30%29%

22%

12%

7%

Very concerned 4 3 2 Not at all Concerned

2011 2013 2015

More specifically, how concerned are you regarding health contaminants in: [Tap Water]

Primary Responsibility for Ensuring Safe Drinking Water Lies…

24%

6%

70%

23%

9%

67%

22%

8%

70%

Inside the home with watertreatment products

Outside your home at a bottledwater plant

Outside your home with themunicipality

2011 2013 2015Top 2 Box

2011 2013 2015

30% 32% 30%

The responsibility of ensuring safe drinking water lies primarily…

Bottled Water Growing

Product Usage Habits

65%

42%

34%

15%

6%

74%

49%

35%

16%

5%

77%

43%

45%

16%

9%

Use bottled water

Have any type of water filtration product installed in the home

Have a refrigerator with water filter

Have a water softener intalled in the home

Other

2011 2013 2015

Percentages do not add up to 100% because of multiple response.

Do you currently use any of the following:

Reasons for Purchasing Bottled Water*

42%

40%

34%

28%

25%

24%

16%

16%

9%

35%

40%

33%

27%

23%

24%

15%

14%

9%

41%

41%

37%

29%

26%

24%

16%

14%

5%

Tap water does not TASTE good

It is convenient

I am concerned about the CONTAMINANTS in tap water

It is better than tap water

I am concerned about whether tap water is safe to drink

I am concerned about the health risks associated with tap water

Tap water has a bad odor

Tap water looks cloudy in my glass/discolored/stained

Other

2011 2013 2015


Why did you decide to purchase bottled water?

*Among those using bottled water



Do you currently use any of the following?

34%

35%

45%


2011 2013 2015

Reasons for Purchasing Filtration System*

Top 2 Reasons I am concerned about the contaminants in tap water (50%)Tap water does not taste good (40%)


Why did you decide to purchase a filtration system?

*Among those using a filtration product

Impact of “Green” Movement

78%

9% 6% 7%

None/No impact-still buybottled water

Stopped buying bottledwater

Stopped buying bottledwater & purchased a

home water filter system

Other

2015

2015

*The question was included in 2011 and 2013 studies.

What impact has the “green” movement had on your decision to purchase bottled water?

Purchase Opportunities

• 22% claimed past exposure to “unsafe water for use” or “boil water alerts”

• 48% purchased water filtration device after “unsafe water for use” or “boil water alerts”


• 77% purchased a pitcher water filter, end of faucet filter, or refrigerator filter• 5% purchased something that would protect them the

next time

Reasons for Purchasing Filtration System* (2)

Refrigerator-Based Filters


65%

42%

34%

15%

6%

74%

49%

35%

16%

5%

77%

43%

45%

16%

9%

Use bottled water




Other

2011 2013 2015



Satisfaction with Water Attributes After Using a Refrigerator With a Water Filter*

2015

Very

Satisfied4 3 2

Very

Dissatisfied

Overall appearance 45% 33% 18% 3% 2%

Odor 44% 33% 17% 3% 3%

Taste 41% 34% 18% 4% 3%

Contaminants 37% 32% 26% 3% 2%

*Among those having refrigerator with water filter

After using a refrigerator with water filter, how satisfied are you with the water in terms of its:

Water Filtration Systems

Improve Quality of Life


52%

42%

36%

31%

34%

21%

17%

19%

7%

50%

40%

31%

30%

27%

19%

16%

15%

7%

I am concerned about the contaminants in tap water

Tap water does not taste good

I am concerned about the health risks associated with tap water

It is better than tap water

I am concerned about whether tap water is safe to drink

Tap water has a bad odor

It is convenient

Tap water looks cloudy in my glass/discolored/stained

Other

2013 2015


Why did you decide to purchase a filtration system?

*Among those using a filtration product


65%

42%

34%

15%

6%

74%

49%

35%

16%

5%

77%

43%

45%

16%

9%

Use bottled water




Other

2011 2013 2015



Willingness to Pay More

Perceived Tap Water Contaminants: Aided

83%

61%

43%

30%

36%

19%

19%

16%

79%

71%

50%

41%

39%

24%

22%

16%

80%

70%

49%

42%

37%

24%

20%

12%

Chlorine

Lead

Microbiologicals

Arsenic

Pharmaceuticals

Radium

Chloramine

MTBE

2011 2013 2015

Percentages do not add up to 100% because of multiple response.What contaminants are there in tap water?

Willing to Pay for a Home Water Treatment System Able to…

62%

62%

62%

60%

57%

53%

52%

66%

67%

65%

63%

60%

56%

56%

66%

66%

65%

61%

59%

56%

56%

Remove Lead

Remove Biological Waste

Remove Arsenic

Remove Pharmaceuticals

Remove MTBE

Remove Chlorine

Remove Chloramine

2011 2013 2015

Would you be willing to purchase a Water Treatment System in your home if the system was able to remove certain contaminants such as:

Market Opportunities

How Quickly Water Softener was Purchased*

24%

34%

22%20%19%

39%

22% 21%

30% 30%

26%

14%

Less than 1 month 1 month- 1 year 1 - 3 years Other

2011 2013 2015Top 2 Box

2011 2013 2015

58% 58% 60%

*After buying or leasing a homeAfter buying a home, how quickly did you purchase a water softener?

Importance of Factors Influencing Decision to Purchase Water Filtration System*

Very

Important4 3 2

Not at all

Important

Concerns about contaminants 42% 30% 21% 4% 3%

Healthy lifestyle 40% 32% 20% 3% 5%

Improving your family's quality of life 40% 32% 21% 3% 4%

Concerned about general well-being/

health would be affected37% 34% 21% 3% 4%

Concerns about washing clothes and

dishes21% 25% 31% 12% 11%

Causing personal embarrasment because

of soap scum or rust stains18% 18% 31% 14% 19%

2015

23-33% do not consider important

*Among those having a water filtration system

How important were each of these factors in influencing your decision to purchase a water filtration system?

Water Filtration System Is Considered a…

54%

46%

50% 50%

54%

46%

Luxury amenity Necessity

2011 2013 2015

“Necessity” = must have for health & safety

Do you perceive purchasing a water treatment system (e.g., water softener or water filtration system) as a…

“Luxury Amenity” = nice to have but not necessary

Messaging

Importance of Water Filtration System Salesperson Attributes*

Very

Important4 3 2

Not at all

Important

Ability to answer your questions 38% 28% 16% 3% 16%

Product knowledge 36% 27% 18% 3% 16%

Politeness 26% 30% 24% 4% 16%

Licensed as a plumber or certified

installer21% 22% 25% 9% 23%

Professional appearance 11% 29% 29% 9% 22%

2011

Very

Important4 3 2

Not at all

Important



Politeness 33% 28% 23% 4% 12%


installer26% 21% 27% 8% 18%


2013

Very

Important4 3 2

Not at all

Important



Politeness 30% 31% 24% 6% 9%


installer27% 24% 28% 9% 13%


2015

*Among those having a water filtration systemHow important are the following attributes of the salesperson in influencing you to purchase a water filtration system?

Importance of Product Certification*

21%

31% 32%

7%

10%

26%

39%

24%

6% 5%

37%

27%

21%

11%

6%

Very important 4 3 2 Not at all important

2008 2011 2015Top 2 Box

2011 2013 2015

52% 65% 64%

Bottom 2 Box

2011 2013 2015

17% 11% 17%

*Among those awareHow important was this certification in your decision to purchase the system?

Awareness of Water Treatment Product Certification*

*Among those having a water filtration systemAre you aware of various product certifications for water treatment system such as…

23%

22%

26%

4%

21%

25%

28%

3%

21%

22%

22%

4%

NSF

Gold Seal

UL

Other

2011 2013 2015

National Study of Consumers’ Opinions & Perceptions

Regarding Water QualityMarch 2015

national study of consumers’ opinions & perceptions ......importance of factors influencing...

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