Analysis and Findings of
          The Gallup Organization's
Drinking Water Customer Satisfaction Survey
                August 6, 2003
     The U.S. Environmental Protection Agency
 Office of Groundwater and Drinking Water (OGWDW)
      1200 Pennsylvania Ave., N.W. (4606M)
          Washington D.C., 20460-0001

-------
Office of Water (4606M)
EPA816-K-03-005
www. epa. gov/safewater
August 2003                                         Printed on Recycled Paper

-------
   Introduction
         The Environmental Protection Agency is responsible for assuring the
   safety of the nation's drinking water. The Agency has set health-based standards
   for over 80 contaminants. These contaminants are regulated in public drinking
   water systems.  Over 2671 million Americans receive their drinking water from
   public water systems subject to EPA regulations.  EPA and water systems must
   provide customers with relevant information about the safety of their drinking
   water empowering citizens to make informed choices.  Focus groups,  public
   comment periods, and surveys are some of the many tools the Agency uses to
   understand public attitudes, trends, and assess consumer awareness  of drinking
   water issues.
         In 1998, a survey sponsored by the National Environmental Education and
   Training Foundation (NEETF) was conducted by Roper Starch Worldwide. The
   survey looked at consumer awareness of environmental issues.  The Roper
   survey provided EPA with a benchmark for understanding the  public's awareness
   and interest  in drinking water issues.
         EPA determined the timing was appropriate to conduct  a follow up  to the
   Roper survey to gauge public awareness of general drinking water issues. Water
   systems completed their fourth round of consumer confidence reports and the
   deadline for  completion of state source water assessments is rapidly
   approaching. EPA concluded it would be opportune to assess public perception
   of these reports, and document trends and attitudes to help determine how to
   provide information to the public more effectively.
         EPA commissioned the Gallup Organization to conduct a nationwide
   telephone survey of 1,000 households during August and September of 20022.
   The survey assessed: 1.) General drinking water consumer knowledge, 2.) Water
   use behavior, 3.) Public confidence with information sources, and 4.) Value
   placed on EPA's right-to-know efforts. Findings from the survey demonstrated
   that Americans recognize the importance of receiving information on aspects of
   their drinking water and value being informed.
1 Based on information from the Safe Drinking Water Information System (SDWIS) database for the fourth
quarter of 2002.

   2 The margin of error due to sampling is about plus or minus 3% at 95% confidence level with
   1,000 interviews at the national level for all data.

-------
            General Drinking Water Consumer Knowledge

  Findings:
  •   Gallup results reveal the American public has a basic understanding of their
     drinking water supply and source. The public understands the connection
     between the source of their water and  their tap water, and the relationship of
     water suppliers to their tap water.

  Gallup Survey Results:
  In order to measure consumer awareness of general drinking water issues,
  Gallup asked respondents if they could identify whether their household tap
  water came from a community water system or a private well.
  •   94% (which equates to 264M individuals Nationally) were able to identify
  whether they were on a community water  system  (CWS) or Private Well.
  •   19% (53M Nationally) stated they owned private wells3
  •   75% (21OM Nationally) stated they obtained water from water suppliers.

           >  Of those who knew they were on a CWS, 74.5% were able to name
              their water system provider.
           >  71 % of those on CWSs, were able to identify the source (i.e., lake,
              reservoir, aquifer, etc.).
              Americans Identify Where Their Drinking Water Supply Comes From
                                    75.1%
                     19.4%
                                                    5.5%
                   Private Well
Water Supplier      Don't Know
                 15.9%
                         29.2%
                                                29.4%
       15.7%
                                 9.6%
                                                        0.2%
                 Well or  A Lake or  A River   Multiple    Don't   Refused
                 Ground  Reservoir          Sources    Know
                 Water
EPA sources estimate that approximately 15% of Americans are on private wells.

-------
Data:
      Knowledge of water supply and source has remained fairly constant over
the past four years. The Gallup results were similar to results obtained in the
1998 Roper Survey. Seven out of 10 Americans receiving their drinking water
from service providers were able to identify their source (i.e., a lake, reservoir,
aquifer, river, etc.) and name their water service provider.
      With the passage of the 1996 Safe Drinking Water Act (SDWA)
Amendments, provisions were added for consumer right-to-know efforts. The
Consumer Confidence Reports (CCRs) are the centerpiece of these provisions.
One of the many goals of these reports was to increase an individual's
understanding of where their drinking water source comes from. These reports
were designed as a way to encourage dialogue between consumers and drinking
water utilities with the hope of getting consumers more involved with decisions
that affect their health.
      Most Americans get their drinking water from large municipal water
systems that rely on surface water sources such as rivers, lakes, and reservoirs,
or groundwater sources such as wells and aquifers. The Agency was pleased to
confirm that Americans are knowledgeable about where their water comes from.
Ninety-four percent were able to identify whether they were on a CWS or a
private well. This represents an increase from Roper Survey results (74%).
Seven out of 10 identified their source, which matched the Roper results from
1998. This trend indicates Americans are aware about general drinking water
issues.

Next Steps:
      Right-to-know provisions are based on the belief that accountability to the
public is vital to address and prevent threats to drinking water.  These provisions
are designed to encourage consumers to become more involved.
•  EPA will continue talking with stakeholders to evaluate what can be done to
   make CCRs more visible and improve public knowledge of drinking water
   sources.

-------
                  Water Use Behavior and Trends

Findings:
•  The United States enjoys one of the cleanest drinking water supplies in the
   world. Gallup results indicate that a significant number of Americans drink tap
   water. However, a significant percentage have added some type of treatment
   or opted to purchase bottled water citing taste, odor, or health concerns as
   reasons for doing so.

Gallup Survey Results:
 Survey results show that:
•  82%  (which equates to 231M Nationally) drink tap water.
•  56% *(157M) drink water straight from the tap.
•  37% *(104M) reported using a filtering or treatment device.
•  74%  (208M) purchase and drink bottled water.
•  20% *(56M) drink bottled water exclusively
(* Please note: Percentages total 113%. The Gallup survey asked specific
questions regarding water use. Percentages may overlap.  For example people
who drink tap water at home, may buy bottled water when they are out, or they
may filter tap water at the office but not at home. The percentages in this case
overlap.)

Data:
      Many Americans are opting to treat their tap water. Gallup's result of 37%
was slightly lower than the 41 % obtained in a 2001 National Consumer Water
Quality Survey conducted by the Water Quality Association (WQA) as reported in
the AWWA Journal, August 2002. In 1998, Roper Survey results revealed that
32%  of respondents use filtering or treatment devices.  Differences may be
accounted for in sampling, methodology, margin of error, question wording, etc.
Regardless, there has been an increase in the use of water filtering treatment
devices in the past few years (a reported 38% in 1999, 32% in 1997, and 27% in
1995 (The 1999 National Consumer Water Quality Survey conducted by the
Water Quality Association)).

             Pe rce nt of Am e rica ns W ho Use  Drinking
               Water Treatment or Filtering Devices
         50%
         40%

         30%

         20%

         10%
          0%
27%
       32%
              32%
                      38%
                              41%
                                         37%
                1995
                WQA
      1997
      WQA
 1998
Roper
1999
WQA
2001
WQA
2002
Gallup

-------
                                    Gallup demographic results indicated
                                    younger age groups (e.g., those in their
                                    30's and 40's) and those with higher
                                    education levels (e.g., college or more)
                                    were more likely to purchase
                                    filtering/treatment devices and bottled
                                    water.
      When Gallup asked
respondents why they boiled,
filtered, treated tap water, or
purchased bottled water, the most
frequent responses cited were
health related issues (33.3%),
followed by taste (27.7%) and
convenience (17.5%). In the
1998 Roper Survey, the top
reasons cited for drinking bottled
water or boiling, filtering or in some way treating tap water was due to taste,
smell, or color (69%), followed second, by stories in the news about pollution
(49%), and third, for convenience (41 %).4
            "American consumers spent more than $1 billion on all manner
            of home water filtering gear last year, according to Frost and
            Sullivan, a market research firm. One third of the water they
            drank was bottled."
                                            -Consumer Reports, January 2003

        Bottled water use continues to rise. The increased use of bottled water
  may be a result of a consumer shift away from soft drinks  and other beverages.
  While bottled water sales have been increasing over the past several years, soft
  drink sales have remained steady,  and beer consumption  has been dipping (It's
  Water Torture, New York Post, May 2003).  Bottled water can now be found in
  vending machines alongside soft drinks, in grocery stores, and at restaurants.
  Trends show an average of  10% increase in bottled water sales each year from
  1995 to 2000. National marketing research from 2002 showed that water bottlers'
  sales grew more than 13% in the last five years (On Tap Magazine,  Spring
  2003).

                        U.S. Bottled Water Market Sales
                                  1990-2000
            6,000 n
            5,000 -
            4,000 -
            3,000 -
            2,000 -
            1,000 -
               0-
                                                 4,646.1   5,033.2
                 2,237.6
                       3,167.5
                   1990   1995    1996    1997   1998    1999    2000
                                   • Mllions of Gallons
                    Source: Beverage Marketing Corporation of New York
Respondents in the 1998 Roper Survey were allowed to selected more than one response.

-------
      The average cost of bottled water is $.89 per gallon, $2.25 if delivered
(Consumer Reports, January 2003). The average cost for tap water is less than
a penny a gallon, indicating that cost for what is perceived as better quality water
is not a factor in consumer choices.

Next Steps:
      With only slightly more than half of the respondents (56%) indicating they
drink water straight from the tap, and 1 in 5 choosing to use bottled water
exclusively, EPA and its partners must work together to increase consumer's
trust in public water supplies. Meeting customer needs, exceeding customer
expectations, and providing accurate and timely information on drinking water
quality will help develop and maintain public confidence in tap water. Americans
have one of the cleanest drinking water supplies in the world.  EPA's database
indicates 94% of Americans are drinking water that meets federal standards.
Therefore, a number of Americans may be taking unnecessary and costly
precautions. An increase in trust of water quality may result in increased public
involvement in decision making, and stronger community support.  In addition, a
well informed public  is better able to make choices that are cost effective and
offer the level of health protection customers feel is important for them. To
increase public trust, it is critical that water systems, states, and federal entities
utilize all outreach mechanisms available to continue to promote dialogue,  raise
awareness, and promote confidence.
•  EPA recognizes this survey should be conducted frequently to document
   trends and consumer perception. The Office of Water will propose to conduct
   a similar survey approximately once every three years, to better understand
   customers needs and concerns.
•  EPA will share this information with stakeholders and establish dialogue to
   determine how to build trust, increase awareness and provide the kind  of
   information consumers want in a timely manner.

-------
              Value of Consumer Confidence Reports

Findings:
•  Results indicate customers are generally satisfied with the information they
   are receiving from their water companies and their local or state
   environmental offices.
•  CCRs are effectively empowering and providing citizens with information.
•  Only 7% of those who read their CCRs changed their tap water usage
   behavior after reading the report, 93% did not, indicating that consumers were
   not alarmed by the report.

Gallup Survey Results:
•  Nationally, 29% (which equates to 81M Nationally) are reading their CCRs.
•  34% (96M) are aware of the CCR requirement.
•  37% (104M) remember seeing their CCR.
   >  78% (81 M) of those who remember receiving a CCR, read the report.
   >  Over 80% (64M) felt the information was adequate, educational, and
      useful.
   >  71% (74M satisfied) overall satisfaction rating.

Data:
      The centerpiece of the Safe Drinking Water Act's "right-to-know"
provisions is the Consumer Confidence Report rule. Annual drinking water
quality reports or CCRs were based on the premise that consumers have a right
to know what is found  in their drinking water.  Reports were intended to promote
dialogue between consumers and water systems, raise consumer awareness,
promote confidence in drinking water, and help customers make informed
decisions. Reports are intended to be clear, easy to understand, and provide a
starting point for customers to learn more about their water.
      Gallup asked a  series of questions to determine if consumer right-to-know
efforts are reaching the intended audience, assess attitudes and perceptions on
information included in CCRs, and evaluate if format and content were meeting
customer expectations and distribution preferences. Results suggest one of
three respondents is aware of the CCR requirement. Thirty-seven percent
remembered receiving the report in the mail or seeing it in the newspaper, and
78% of those who recall receiving the report took the time to read it.
      Gallup's  results are higher than data obtained from other surveys and
research studies. The Water Quality Association reported in the 2001 National
Consumer Water Quality Survey that less than 1 in 5 (17%) recalled receiving
and reading CCRs. The length of time between when CCRs were first received
and when surveys were administered (approximately 1-2 months for Gallup and
7 months for WQA) may account for the difference.  Sample size, survey
methodology, and margin of error may also account for some differences.
Further, a study conducted for the California Water Awareness Campaign
(CWAC) in October and November of 2001,  indicted that exposure to messages
of water quality or conservation was  low at 26% .

-------
                                    Demographics from Gallup's survey
                                    indicate individuals living in homes and
                                    mobile  homes are more likely to receive
                                    CCRs,  while those living in apartments,
                                    townhomes, or condos were half as
                                    likely to see reports.
      Gallup asked those
respondents who had read their
CCR a series of questions to
gauge customer satisfaction.  The
majority indicated they were
satisfied with various aspects of
the report in terms of adequacy      	
(88%), usefulness (82%), ease of    ^^^^^^^^^^^^^^^^^^~
understanding (79%),
trustworthiness (77%), technical information (62%), and length (60%).  Ninety-
three  percent did not change their water use after reading the information in the
report.


                      Satisfaction with CCR*
                  Appeal

         Level of Detail/Length

               Technicality

               Trustw orthy

          Easy to Understand

           Educational/Useful

       Adequacy of Information

                       0%





























151.













)%

59.6%

]61.9%

\1

1











6.5%

78.6%

J 82.3%

I 88.1°|,
                             20%
40%
60%
80%
100%
                                D Agree/Strongly Agree
            *Note: The graph is based on the 232 respondents who remembered receiving
             CCR in the mail or newspaper, and took the time to read it.
      The format and content appear to meet respondent needs and
expectations. Overall, the majority of respondents who read the report were
satisfied with the report. Seventy-one percent responded they were confident or
very confident about the quality and safety of their tap water.  Nine out of 10
indicated they wanted to continue receiving some type of drinking water
information.
      Gallup results suggest the reason for CCRs not reaching a larger
audience may not be due to a lack of interest on the part of the public. Rather, a
lack of publicizing efforts explaining the requirements of the regulation, as well as
the availability of such documents may account for the low number of
respondents who recalled seeing the  report.

-------
  Next Steps:
  •    EPA plans to share this information with water associations, environmental
       groups,  States, water systems,  and other stakeholders to encourage
       discussion on what can be done to make the requirements and CCRs
       themselves more visible.
  •    The Agency is planning to highlight success stories from water systems who
       view CCRs as a successful public outreach tool.
                    WASHINGTON
                     SUBURBAN
                      SANITARY
                    COMMISSION
                     Where Does My
                     Water Come From?
                       TWP nven, the Pamxent and POWUMC, art the
                     ttwtnl M the friuxcm Water FiJtraifc* Ptjnr t WFI'l
                     i» hcU in t»x> tdrmin - TnaJelphu and Rixtv
                     G-arpr - «id i» puH^xvi IEI the plara The rV'-mij.
                     Vt'FF1 ukes its raw «HCT dwccily bmn (b? P, iMm*-
                     Rivw. The m^i Jww* rhe ximaje SCTV-KC ana rt
                     tab r-bmo. A* indicated. Hirne wtas we KTVB IVCCIVT
                        d water, rvncnwd at hpth the Pamxent and
                      l>ar Vnlucd Comma,

                        U c or^ plrwU to lh»C IW 2C02 Wfll
                      Rcpon cnnQinint; un^vnafii tnfutnuiion tbmit the
                      tcurcc iA foot vi-,itw. hiw ii p tlejncd mid *n*wcn
                      tuvt ontif 3Eain prwiiioi fnu with water that inef
                      (tfJklSer-'i        ;, t,enl.i! PtuicttMi

                        i. tnrVc never viobted a tlrmking water qiulttr
                          in our M-«s» hinoty.

                        In *Uitiim (o latcctanimff vnur "atn UM) the
                      cnviicnracnt, we arc wmkint; irvirir eMiticjith-
                      fouli inn in the titth tttcut yvnr m u mw «iihjiut a
                      rate macaw and AAA hntvl mit^. -ill while
                          : on unprtve-lcnieil
                        We hnpc VIM tux) (ht> rcynn n
                      PlcaK cootaci IB with x\\ ifucflimu or conuncnu.
                      Thank \\TU ii-r ihe nn>ntunlt>' in tupp'v rrai *iih
                      iJnn. rcliaWc »-««
                                     JohnK
                                    General Manager
                                                          Is My Water Hard Or Soft?
! u-atei driiJa to h; Kun] 1 1 1C1- 1 W milLgranw pa I
PanDficni watM is *-4i (6^-65 mUljpant> (« IHCC)
                  uc-i
                                                                         itoting w.)!ci qujJtiy.
                                  Example of a Consumer Confidence Report6
Used with the permission of the Washington Suburban Sanitary Commission.

-------
              Public Confidence and Consumer Satisfaction

   Findings:
   •  The public wants information.
   •  Results indicate customers are satisfied with the information they are
      receiving from their water companies, environmental organizations, and local
      and state environmental offices.
   •  The majority of Americans are confident about the quality and safety of their
      tap water.

   Gallup Survey Results:
   •  71 % (which equates to 200M Nationally) responded they were confident or
      very confident about the quality and safety of their tap water.
   •  94% (264M) agreed receiving  information on possible contaminants, health
      effects, and protection was important.
   •  88% (247M) stated that additional information about taste, smell, and color of
      their tap water is important.
   •  Overall, of those who read their CCR, 71 % were satisfied with the information
      they received.

   Data:
         Findings demonstrate that Americans recognize the importance of
   receiving information on all aspects of drinking water.  Nine out of 10 want the
   type of information currently required in CCRs.  The format and content of CCRs
   appear to meet customer expectations.  Gallup concluded the majority of
   respondents who reported receiving information were satisfied with the
   characteristics of the documents,  recording a 71% overall customer satisfaction
   rating.

   Next Steps:
         Public right-to-know provisions are based on the belief that accountability
   to the public and public support are vital to not only addressing threats to drinking
   water quality, but also preventing future threats. While EPA is excited that the
   majority of respondents are satisfied with the information they are receiving, the
   Agency hopes  to continue to improve this satisfaction rating.
   •  EPA has developed web-based software that will simplify creating consumer
      confidence  reports that meet all federal requirements while providing
      important information to consumers in plain English.
   •  Recent changes to the public notification requirements give consumers more
      accurate and timely information on violations.
   •  The Office of Ground Water and Drinking Water created a poster highlighting
      water systems using innovative communication techniques.6
   •  EPA is meeting  with stakeholders to identify ways to  increase awareness of
      the reports.
6 To view and order the poster, go to http://www.epa.gov/safewater/publicoutreach/posters_vids.html
                                       10

-------
               Public Confidence with Information Sources

   Findings:
   •  Findings demonstrate the public values receiving information on their drinking
      water.
   •  Respondents expressed having the most confidence in doctors and health
      care professionals, followed by state environmental agencies, environmental
      groups, and water companies.

   Gallup Survey Results:
   •  71 % (200M Nationally) are  confident or very confident about the quality and
      safety of their tap water.
   •  For respondents that remembered seeing tap water information7, the  majority
      receive information from:
      >  the media-65.8%
      >  water company—38.5%
      >  environmental groups—34.8

   •  However, for all respondents, they trust:
      >  Doctor/healthcare professional—79.2%
      >  State environmental agency—73.2%
      >  environmental/public interest group—66.2%
      >  water company 64.3%

   Data:
         Respondents indicate they prefer receiving information from individuals
   they trust. Respondents expressed having the most confidence in doctors and
   health care professionals, followed by state environmental agencies,
   environmental groups, and water companies respectively.  The Gallup results
   indicate that the public has a slightly higher trust in State government and water
   companies then results from the original 1998 Roper Survey indicate (56% and
   58% respectively). The media and Internet were rated as less credible sources,
   however, most individuals cited receiving the majority of information through the
   media. It is possible that the most cost effective and credible sources have yet to
   be tapped.
7 Percentages are for a subset of all respondents, 140 responses total.
                                      11

-------
                Confidence With Information Sources
                     Internet

                 Federal Govt.

                New spaper/TV

              Water Companies

                Enviro Groups

             State Env. Agency

          Doctor/Healthcare Prof.
141.5%
         64.3%

          66.2%

            1 73 2%
              ] 79.2%
                           n Level of Confidence (Confident/Very Confident)
  Next Steps:
        EPA is piloting a video series entitled "Tap Into Prevention: Drinking Water
  Information for Health Care Providers" highlighting three case studies
  documenting water-borne concerns.8 The series stresses that health care
  providers are trusted sources of information.  Doctors, nurses, and other health
  care providers are on the front lines of recognizing, reporting, and preventing
  waterborne illnesses. The case studies are targeted to the medical community to
  increase their awareness of water-borne illnesses and/or contaminants that may
  affect public health.
  •  EPA will pilot the video series and share information regarding the trends
     observed and results obtained from Gallup with the Medical Community in
     2003.
        > National Environmental Health Association—June 8-9, Reno
        > American College of Nurse Practitioners—June 28-July 1, Anaheim
        > American Public Health Association—November 15-19, San Francisco
        > National Association of City and County Health Officials/Association of
           State and Territorial Health Officials—September 9-12, Phoenix
  •  EPA also plans to have exhibits at conferences to exchange information and
     to  express the importance of local leaders encouraging their medical
     community to become involved.
        > National Science Teacher Association, Association of State Drinking
           Water Administrators, American Water Works Association, National
           Rural Water Association Conferences.
For more information, go to http://www.epa.gov/safewater/publicoutreach/posters_vids.html
                                       12

-------
              Value Placed on Source Water Assessments

Findings:
•  Gallup concluded that the majority of respondents are currently unaware of
   state source water assessment (SWA) efforts.

Gallup Survey Results:
•  4% (1.1M Nationally) indicated seeing their SWAs.
•  22% (6.2M) have received some type of information on potential pollution that
   may affect the safety or quality of their drinking water.
•  85% (238M) indicated they would be interested in receiving information on
   source water.

Data:
      Right-to-know efforts will be further enhanced with the addition of source
water assessments.  States are required under the 1996 SDWA amendments to
assess the condition of every public water supply within the state, and provide an
explanation of the source's boundaries and contamination threats. Currently,
only 4% of those surveyed had seen their SWAs. However, states are not
required to have these reports completed until the year's end. Gallup results
indicate 85% of Americans are interested or willing to learn  more about source
water and take action towards source water protection. The vast majority (78%)
reported they have not been exposed to any information regarding pollution that
may affect the quality or safety of their drinking water source.  The completion of
the SWAs and inclusion of their availability in CCRs should  improve these
numbers in the future.

Next Steps:
      The Safe Drinking Water Act right-to-know provisions will be enhanced by
the addition of source water assessments in 2003. The data collected by Gallup
provides EPA with baseline numbers to assess trends once the requirement is
fully implemented.
•  EPA will reevaluate the data after the next survey to measure progress and
   evaluate implementation of the requirement.
                                   13

-------
Conclusion
      Four years ago, customers of public water systems did not receive
information on the quality of their drinking water. With the passage of the right-to-
know provisions of the Safe Drinking Water Act, consumers are now provided
with this information on an annual basis.  Currently, 1 in 3 Americans are aware
that their water suppliers are required to send out annual drinking water quality
reports (CCRs). One hundred and four million individuals remember receiving
last year's report.  Of those, 81 million read their report. Trends show the use of
filtering or treatment devices, and bottled water sales are increasing. Consumers
indicate that they want to receive information on all aspects of their drinking
water and the information provided in CCRs seems to meet consumer needs.
Increase trust in water quality and information provided about it, may lead to an
increase in public involvement in decision making, community support for
infrastructure improvements, an increase in public interaction, and consumers
making more informed choices.  In order to achieve these outcomes, it is critical
that water systems, states,  and federal entities utilize all outreach mechanisms
available to continue to promote dialogue, raise awareness, and promote
confidence.
Summary of Next Steps:
•  Consumer Confidence Report provisions of the SDWA are based on the
   belief that accountability to the public is vital to address and prevent threats to
   drinking water quality in the years ahead.  EPA will continue talking with
   stakeholders to evaluate what can be done to make CCRs and SWAs more
   visible and improve public knowledge of the CCR and SWA requirements.

•  EPA has developed web-based software that will simplify creating consumer
   confidence reports that meet all federal requirements while providing
   important information to consumers in plain English.

•  The Agency will share this information with stakeholders and establish a
   dialogue to determine what the next steps should be.

•  EPA recognizes this survey will need to be conducted on a frequent basis,
   and will propose to  conduct this once every three years to document trends
   and assess public perceptions.
                                   14

-------