Using the 2019 WQA
Consumer Opinion Study
to Target New Customers
Archived article – Using 2019 WQA Consumer Opinion Study in your marketing.
Approximately once every two years, the Water Quality Association commissions a national Consumer Opinion Study. The purpose of the study is to gather data on U.S. consumers’ evolving attitudes toward water and water treatment.
The independent survey was conducted by Applied Research-West, Inc., in January 2019. The study offers a look into Americans’ attitudes and concerns about their water. It is the seventh time in 15 years that the Water Quality Association (WQA) has commissioned this study.
Preliminary results of the 2019 WQA Consumer Opinion Study were released during the 2020 WQA Convention & Exposition.
Among the major findings of the 2019 WQA Consumer Opinion Study:
- A quarter of the households (25%) in America are very concerned about the quality of their household’s water supply. Another quarter (26%) are concerned.
- That’s an increase from the 2017 study. In 2017, less than a fifth (18%) were very concerned about the quality of their household’s water supply. An additional quarter (24%) were concerned.
- Similarly, concern regarding the safety of tap water (48%) has grown significantly since the 2017 study.
- Four out of five (80%) households get municipal water. 12% have well water and 8% don’t know the origin.
- Both users of municipal water (54%) and well water (52%) are not totally confident that their water supply is safe.
The 2019 WQA Consumer Opinion Study found that most Americans are somewhat knowledgeable about what contaminants might be found in their water supply.. Almost half identify lead as the primary substance of concern.
Consumers identifying lead as a contaminant has grown significantly from previous studies:
- More than half of the households claim knowledge of contaminants in their water supply. 13% describe themselves as very knowledgeable.
- Almost half identify lead (47%) as a contaminant without prompting. By comparison, a third (33%) identified lead in the 2017 report.
- On an aided basis, the majority are aware that lead (88%) and chlorine (80%) might be found. Slightly fewer mentioned arsenic (69%), radium (56%), and pharmaceuticals (56%).
The majority of Americans bought some sort of water treatment system when they moved into their current home
According to the 2019 WQA Consumer Opinion Study; the overwhelming majority bought a simple and inexpensive system.
- Two-thirds (63%) purchased some sort of treatment system when they moved into their current home.
- More than two-thirds bought a Point of Use/Point of Entry product. 37% used a refrigerator filter. Reverse Osmosis systems dominated the remaining purchases at 11%.
The report presents the findings of a national online survey conducted by Applied Research-West, Inc. The survey took place between Jan. 1 and Jan. 30, 2019. A total of 1,405 adults over 18 and living in private households were interviewed. ARW used a random sampling procedure. The survey results are accurate within +/-2.6 percent. The results are representative of all U.S. adults over 18.
The 2019 study has been taken down in the WQA website – go to the study by clicking HERE.
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