Key Findings from Recent Survey of California Water Users

April 1, 2009

Prepared by the Association of California Water Agencies April 2009

Fairbank, Maslin, Maullin & Associates recently surveyed 1,750 Californian adults on behalf of the Association of California Water Agencies (ACWA). The goals of the survey were to assess public awareness and understanding of the state’s long-term water shortage; gauge public willingness to reduce water use to conserve water supplies; and identify messages and messengers that will be effective in increasing the public’s willingness to conserve.

Key findings of the survey include:

  • Having sufficient water supplies ranks among Californians’ top issue concerns. While the economy and the state budget ranked as the top two issues, “having sufficient water supplies” followed not far behind, with 61% labeling it “very serious” – a greater proportion than said the same for traffic, taxes, or population growth. The proportion calling the water issue “very serious” has gone up 10 points since 2007.
  • Residents perceive waste of water as a significant factor behind the state’s water shortage.  Waste of water by consumers, businesses and farms ranked second only to population growth as a perceived cause of the state’s water shortage, with 60% labeling it a “major cause.”  
  • In the context of the state’s water shortage, Californians say they are ready to make a significant effort to conserve.  More than four in five Californians (85%) say they are at least “somewhat willing” to make significant changes in their household activities to reduce their water use by 20% – the target established by Governor Schwarzenegger.  Survey respondents tend to overstate their willingness to engage in worthwhile behavior like water conservation; however, even a focus on the subset who say they are “very willing” to make such a change shows nearly half (44%) ready to rise to the challenge. Notably, significant proportions of residents of every region of the state say they are “very willing” to conserve – from 39% in the Central Valley and Central Coast to 51% in the San Diego region.
  • Many Californians lack a clear idea of how they can most effectively reduce their water use.  An overwhelming 74% of California residents believe they use more water inside than outside. Fewer than one in five (17%) recognize what is almost always the true pattern: that outside water use considerably outpaces indoor use. This finding highlights the critical role that education will need to play in guiding Californians to more effectively conserve water.

California Residents’ Perception of Where Their Household Uses More Water

The most effective messages to build support for conservation focus on the collective impact of small actions and the economic benefits of conservation.  Two messages were identified as most effective by at least three out of five residents: one noting the significant impact that small conservation steps by many Californians can have, and a second noting that residents who do not conserve water will face higher bills than those who do not in the future. The other top messages drew a direct connection between the adequacy of the state’s water supplies and the strength of its economy – particularly in the context of agriculture.  Not surprisingly, the economic messages were most effective in the Central Valley.

Messaging has the ability to increase the public’s willingness to conserve water.  Respondents were asked a second time – after hearing pro-conservation messages – to indicate their willingness to reduce their household water use by 20%.  The proportion saying they were “very willing” increased by 10% statewide – with an increase of at least 6% in each region of the state. The data suggest that an effective public outreach program could significantly increase the public’s willingness to conserve.

On water issues, Californians place great trust in public agencies, farmers, and environmental organizations. Respondents were asked to rate the believability of a variety of people and organizations that might encourage water conservation. At least seven in 10 rated state and local agencies that deal with water, scientists, farmers, and environmental organizations as believable on these issues.