Public Opinions on Water Quality Research Findings

1
Public Opinions on Water Quality Research
Findings

• State of Colorado, Water Quality Control Division

2
Presentation Outline

• Intro. / Scope / Research Approach
• Findings (Survey and Focus Groups)
• Top-Level Findings
• Findings by Segment
• Summary

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Introduction / Project Scope

• Water Quality Baseline Study
• Statewide resident public survey
• Baseline data
• Breakdown by key segmentations
• (e.g. geography / age / education / WTP)
• Statewide focus groups (follow-up to survey)
• In-depth qualitative feedback
• Examine responses across regions

4
Research Approach
5 regions
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Segmentations - Regions

• Geographic Region Segments (5)

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Research Topic Areas

• WATER QUALITY
• General opinions and perceptions
• General knowledge levels
• Personal actions
• Willingness to pay
• Communications/messaging preferences

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General Opinions Perceptions

• Water Quality is Important
• Survey Findings
• 73 - quality of lakes/rivers/streams as a source
  of drinking water is very important (22 percent
  somewhat) ...
• 61 - household water is affected by the quality
  of water in lakes/ rivers/streams
• 93 - home drinking water is safe

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General Opinions Perceptions

• Water Quality is Important
• Focus Group Findings
• Water quality is vital for good health
• Air quality is related to that of water
• Surface cleanliness is important for recreation
  and wildlife
• Groundwater quality is significant, but its
  tough to say why

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General Opinions Perceptions

• Water Quality is Important
• Focus Group Findings (cont.)
• Source is the greatest indicator of drinking
  water quality
• People trust the water treatment process
• Quality is often gauged by making comparisons
• Colorado water is generally thought to be good

10
General Knowledge Levels

• Knowledge may be Lacking
• Survey Findings
• Thirty-six (36) percent do not know where storm/
  rainwater runoff goes after it enters a storm
  drain
• Most believe that grass clippings and runoff from
  car washing do not have an effect
• One-quarter of septic system owners do not know
  when their system was last serviced
• Local government is chosen by more than a 21
  ratio over State government as the entities
  primarily responsible for WQ oversight

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General Knowledge Levels

• Knowledge may be Lacking
• Focus Group Findings
• How drinking water fits into the water cycle is
  unknown
• Local governments are responsible for water
  quality
• Natural pollutants (grass clippings) are not
  thought to be as harmful
• Need for personal action is not understood.

12
Personal Actions

• Residents believe their actions affect others
• Survey Findings
• Sixty (60) strongly agree that their actions can
  affect water quality in downstream areas (28
  somewhat agree)
• Fifty-eight (58) strongly agree their actions
  can affect water quality in local area (30
  somewhat agree)

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Personal Actions

• Residents believe their actions affect others
• Focus Group Findings
• Everyone should minimize their impact
• Most can name some non-point source pollutants
• Downstream neighbors probably are affected by
  upstream communities
• Impact of individuals vs. that of industry is
  difficult to perceive

14
Willingness to Pay

• Residents support more taxes
• Survey Findings

15
Willingness to Pay

• Residents may prefer user fees
• Focus Group Findings
• There is some hesitation to support funding
  without knowing its justified
• User fees are far preferred to taxes

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Communications Messaging

• Communications can be tailored
• Survey Findings
• Communications
• Television Newspaper best vehicles overall,
  especially for older groups
• Online more popular with younger audiences
• Utility bill inserts also popular preference
  among all groups
• Messaging
• Seventy-one (71) percent say impact on public
  health is very motivating to improve water quality

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Communications Messaging

• Messages should motivate and educate
• Focus Group Findings
• Motivate
• Demonstrate that actions do have an impact
• Show consequences
• Relate to public health
• Educate
• Teach how sources are interconnected
• Show people what they can do differently
• Tell them why their actions matter

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Findings By Segment

• By Region (Survey and Focus Groups)
• By Age
• By Education
• By Willingness to Pay

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Region-specific Findings
20
Age-specific Findings
21
Education-specific Findings
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Summary

• Colorado residents
• Highly value water quality
• Will generally be receptive to maintenance or
  clean-up efforts
• Admit they lack some knowledge
• Education may be necessary
• Understand that individual actions have impact
• Are likely to take action if shown why and how

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Summary

• Colorado residents
• Are generally willing to support clean-up
  funding
• Communications and messages must demonstrate a
  proven need
• will vary in needs and opinions (by geography
  and demographics)
• Communications, messages and programs will need
  to be tailored