TAMPA BAY WATER Public Opinion Survey. kerr&downs R E S E A R C H. Supplying Water To The Region

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1 TAMPA BAY WATER Supplying Water To The Region 2015 Public Opinion Survey kerr&downs R E S E A R C H

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3 TAMPA BAY WATER Supplying Water To The Region 2015 Public Opinion Survey Project Directors: Phillip E. Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Kerr & Downs Research 2992 Habersham Dr Tallahassee, FL kerr&downs R E S E A R C H

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5 Table of Contents Contents Introduction...1 Executive Summary...5 Water Needs...15 Tampa Bay Water...25 Water Sources...39 Water Quality...63 Water Cost...77 Information Sources...83 Demographics Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey i

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7 Introduction

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9 Introduction Introduction The objective of this research study is to explore public attitudes regarding the following issues: Regional water supply issues Tampa Bay Water Water conservation Tap water Information sources for water issues A telephone and Internet survey of 1,200 randomly selected households in the Tampa Bay Water service area was conducted from March 18, 2015 to April 3, The margin of error for responses from the three-county service area is 2.8 percentage points, and it is 4.9 percentage points for results from each county. If 100 studies identical to this one were conducted, results from 95 of these studies would be within 2.8 percentage points of the results that would be obtained if all residents in the Tampa Bay Water service area were interviewed. Final results have been weighted to reflect the demographics of the service area. Questions for the study emanated from past studies for Tampa Bay Water and from Tampa Bay Water management. This report presents results from the 2015 study aggregated for the entire service area and broken down by county. Comparisons to results from 2007 and 2012 are shown when appropriate. The report is divided into the following sections: Executive summary Water Needs Tampa Bay Water Water Sources Water Quality Water Cost Information Sources Demographics Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 3

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11 Executive Summary

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13 Executive Summary Executive Summary Citizen Profile Residents of this study were chosen to match the demographic characteristics of the Tampa Bay Water service area based on United States Census data. Households not in the Tampa Bay Water service area and households served by wells were excluded from the study. The table below shows comparisons between United States Census data and study data on age, gender, and household income. Participants of the study were evenly divided among,, and counties with 400 residents in each county. The following table compares U.S. Census data with the sample used in this study Census 2015 Study Gender Male 48% 47% Female 52% 53% Income Under 35k 40% 39% 35k-75k 34% 35% 75k+ 26% 26% Age % 26% % 15% % 15% % 16% % 28% Water Needs Over half of residents (53%) served by Tampa Bay Water believe that public officials are adequately meeting the drinking water needs for the region. Of those who disagree, most say public officials should adjust the amount of minerals or chemicals, lower costs and make the water cleaner. 53% * 52% 52% 55% * Percent who agree public officials are adequately meeting the drinking water needs for the region. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 7

14 Executive Summary Over seven in ten residents (71%) believe there is enough water to meet their needs today. Less than one in five residents (17%) disagree. Half of residents (52%) believe there will be enough water to meet our needs in five years, while nearly half as many residents (25%) disagree. Two in five residents (38%) believe there will be enough water to meet our needs in ten years, while nearly one in three (32%) disagree. Nearly one in three residents (32%) think there will be enough water to meet our needs in fifteen years, while just as many (34%) disagree. There is enough water to meet needs now 17% 71% There will be enough water to meet needs in 5 years There will be enough water to meet needs in 10 years 52% 25% 38% 32% Strongly agree + Agree Disagree + Strongly disagree There will be enough water to meet needs in 15 years 32% 34% Tampa Bay Water Aided recall of Tampa Bay Water is moderate (25%) and has remained stable since Of those aware of Tampa Bay Water, 76% agree that Tampa Bay Water is effectively supplying water to the region % * 76% * % % % % Two out of three residents who are aware of Tampa Bay Water agree that Tampa Bay Water is concerned about the environment (64%), and is concerned about finding new sources of water to meet their needs (66%). Three in five residents (61%) who are aware of Tampa Bay Water agree that Tampa Bay Water helps local governments cooperate on water problems. * Percent who agree. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

15 Executive Summary Over half of residents (55%) familiar with Tampa Bay Water agree that the agency is effectively developing water conservation programs that can lower water use. Half of residents (53%) familiar with Tampa Bay Water agree that the agency listens to the community and accepts ideas that may benefit the region. Two in three residents (66%) familiar with Tampa Bay Water believe that Tampa Bay Water helps protect the region s water resources, and over half of residents (53%) familiar with Tampa Bay Water think Tampa Bay Water develops new water sources in an environmentally sound manner. Half of residents (51%) familiar with Tampa Bay Water agree that Tampa Bay Water is concerned about climate change impacting water supplies. Over two in three residents (68%) rate Tampa Bay Water as being good, very good, or excellent at planning, developing, producing, and delivering high quality water supply to our area. Water Sources The Floridan Aquifer is more likely to be named by residents of the Tampa Bay Water service area (46%) as a drinking water source than any other source of water. Springs (41%), reservoirs (39%), and surface water (32%) are also mentioned as sources of water frequently being used. The Floridian Aquifer 46% 58% * Springs 30% 41% Resevoirs Surface water like lakes and rivers 39% 35% 32% 32% Desalination of seawater 18% 19% Desalination of brackish water 8% 8% Other 3% 2% *2012 results were revised to reflect a different way of presenting the question to participants in Nearly nine in ten residents (86%) believe there should be more comprehensive rules and regulations to protect the region s water resources, while less than one in ten (8%) disagree. Over two in three residents (67%) believe that more stringent source water protection regulations and investment in more advanced treatment technology should be used to protect drinking water quality. Three in ten residents (29%) who believe advanced treatment technology should be used are not willing to pay anymore on their water bill each month for this technology, yet the average resident is willing to pay $6.40 per month for advanced water treatment technology. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 9

16 Executive Summary Fertilizer, development, and industry are most cited as threats to the region s water resources. Fertilizer 44% * 51% Development Industry 48% 44% 48% 55% Lawn run-off 26% 42% Mining and mining spills 31% 31% 2015 Animal waste 22% 29% 2012 Agriculture 18% 28% Regulation 17% 20% 16% 24% Other 3% 4% *2012 results were revised to reflect a different way of presenting the question to participants in Over two in five residents (45%) are aware of the sea level rise along Tampa Bay and the Gulf Beaches, while nearly the same percentage of residents (47%) is unaware. Of residents aware of sea level rise, nearly three in five (58%) agree that the region s drinking water plant and distribution pipes are at risk due to sea level rise along the coastal states, while less than one in six (15%) disagree. Over two in five residents (43%) are willing to drink wastewater that has been purified to drinking water standards, then put back in groundwater, reservoirs, or rivers, then withdrawn and treated again. Three in ten residents (31%) are not willing to drink this water. Nearly three in five residents (58%) believe that the region s water supplies are at risk due to changes in rainfall resulting from climate change, while only one in four (24%) disagree. Two in five residents (40%) are willing to drink wastewater that has been purified to drinking water standards before being sent to homes and businesses, while nearly the same percentage of residents (35%) are not willing to drink water treated in this manner. Over one in three residents (36%) is willing to drink wastewater that has been put back to groundwater, reservoirs, or rivers then withdrawn and treated again, while the same percentage of residents (37%) are not willing to do so. About seven in ten residents believe that purified wastewater may include contaminants (70%) or pharmaceutical byproducts (68%), or may cost more (67%). The concept of purified water makes over six in ten residents (63%) uncomfortable. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

17 Executive Summary Water Quality Three in five residents (60%) drink household tap water. Taste and preference for bottled water are the two most frequently offered reasons for not drinking tap water. Don't like the taste 52% 60% 57% Bottled water tastes better 9% 39% 35% Bottled water is better quality 0% 32% 28% It's unsafe or of poor quality Don't like the smell Particles in it 13% 27% 20% 24% 25% 25% 18% 23% 25% Bottled water is more convenient It's milky looking Other 5% 6% 7% 5% 15% 14% 17% 13% 13% Half of residents (49%) think bottled water is safer than tap water. The taste of tap water is rated a modest 3.1 on a 5-point scale, while cost (3.3), odor (3.6), appearance (3.8), safety (3.5), and purity (3.3) of tap water are rated higher than taste. Water Cost About four in ten residents (38%) agree that that amount of their water bill affects the way they use water % * % % *Percent who agree. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 11

18 Executive Summary Over half of residents (55%) believe the cost of tap water is about right; 39% of residents say the cost of tap water is too high. Too high 39% 39% 35% About right Too low 1% 2% 3% 43% 50% 55% % 17% 12% Information Sources Television news is the most trusted medium for reporting on water issues with newspapers second and the Southwest Florida Water Management District third. TV News 52% 59% * Newspaper 44% 50% SWFWMD 38% 46% Tampa Bay Water 31% 44% Utility company Municipal/Government Access TV 21% 39% 42% 50% Radio 18% 34% Internet 29% 25% Magazine 8% 21% Facebook 8% 13% Twitter 4% 10% *2012 results were revised to reflect a different way of presenting the question to participants in Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

19 Executive Summary Television, daily newspaper, and direct mail are the three media from which residents prefer to receive information about water issues TV Daily newspaper 45% 54% 62% 59% * Direct mail 53% 59% Weekly/neighborhood newspaper N/A 48% Public meetings N/A 44% Internet Radio 16% 26% 38% 32% 37% 36% Billboards Street signs Facebook 5% 5% 5% 16% 20% 20% Twitter 2% 10% Other 5% 7% *2012 results were revised to reflect a different way of presenting the question to participants in Demographics The typical resident who participated in this study is: 51 years of age Registered to vote (87%) Owns their own home (72%) Income of $44,700 Female (53%) Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 13

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21 Water Needs

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23 Water Needs Water Needs More than half of residents (53%) believe that public officials are adequately meeting the drinking water needs for the region. This percentage has not changed since Belief that public officials are adequately meeting the drinking water needs of the region is highest among residents in (55%), and is slightly lower among residents of (52%) and counties (52%). Over one in ten residents who do not think public officials are adequately meeting the drinking water needs for the region (13%) believe that officials should adjust the amount of minerals or chemicals in drinking water to meet the drinking needs of the region. Another 13% believe that officials should adjust the price of water. One in ten residents who do not think public officials are adequately meeting the drinking water needs for the region (9%) are unsure of what public officials should do to meet drinking water needs for the region. More than two in three residents (71%) claim there is currently enough water to meet Tampa Bay region s water needs today. Belief that there is currently enough water in their area is highest in among residents in County (75%) and lowest in County (68%). Over half of residents (52%) believe that five years from now there will be enough water to meet the needs of residents. This percentage is at its highest level over the past three survey periods (39% in 2012, 42% in 2007). Belief that five years from now there will be enough water to meet the needs of residents is highest among residents in County (56%) and is lower in (50%) and (50%) counties. Fewer than two in five residents (38%) believe that ten years from now there will be enough water to meet the needs of residents. Belief that ten years from now there will be enough water to meet the needs of residents is highest in County (43%) and lowest in County (34%). Fewer than one in three residents (32%) believes that fifteen years from now there will be enough water to meet the needs of residents. Belief that fifteen years from now there will be enough water to meet the needs of residents is highest in County (36%) and lowest in County (26%). Nearly half of residents (46%) believe their drinking water is harvested and supplied without harming the environment. This belief is highest among residents in County (51%) and lower among residents of (43%) and (43%) counties. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 17

24 Water Needs Do you think public officials are adequately meeting the drinking water needs for your region? Yes No 21% 23% 22% 19% 53% 52% 52% 55% Not sure 26% 26% 25% 26% Needs met by Year % % % Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

25 Water Needs What should public officials be doing differently to meet water needs?* Adjust amount of minerals or chemicals Adjust Price Make the water cleaner Unsure, but something needs to be done Filter Options/Treatment Better water quality Usage Controls More Water testing Make water safer to drink Choice between soft and hard water Easier Access to Clean Water Protect Water sources Pay more attention to consumer concerns Fix Taste Prevent Pollution/Less Development More treatment control and regulation 5% 4% 4% 3% 3% 3% 3% 2% 2% 13% 13% 11% 9% 8% 8% 7% * Only asked to residents who answered No or Not sure to the previous question, coded responses from an openended question. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 19

26 Water Needs There is enough water to meet the Tampa Bay region s water needs today. Strongly agree 19% 19% 18% 20% Agree 52% 49% 52% 55% Disagree 13% 16% 12% 11% Strongly disagree 4% 3% 4% 4% 13% 13% 13% 11% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

27 Water Needs There will be enough water to meet the Tampa Bay region s needs in 5 years. Strongly agree 11% 11% 11% 12% Agree 41% 39% 39% 44% Disagree Strongly disagree 7% 8% 7% 6% 18% 20% 20% 15% 23% 22% 24% 24% Strongly agree + Agree by Year % % % Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 21

28 Water Shortage There will be enough water to met the Tampa Bay region s needs in 10 years. Strongly agree 9% 10% 9% 8% Agree 24% 29% 29% 35% Disagree Strongly disagree 15% 11% 13% 11% 9% 21% 25% 24% 30% 30% 28% 33% There will be enough water to met the Tampa Bay region s needs in 15 years. Strongly agree 9% 9% 8% 9% Agree Disagree Strongly disagree 23% 17% 24% 27% 20% 23% 21% 15% 14% 15% 15% 13% 35% 35% 32% 36% * Only asked to residents who answered Yes to the previous question. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

29 Water Shortage In our area, drinking water is harvested and supplied without harming the environment. Strongly agree 11% 10% 10% 13% Agree 35% 33% 33% 38% Disagree Strongly disagree 5% 7% 6% 3% 14% 15% 17% 10% 35% 35% 33% 36% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 23

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33 Tampa Bay Water Tampa Bay Water One in four residents (25%) has heard of Tampa Bay Water. Recall of Tampa Bay Water is up one percentage point from 2012, and down one percentage point from The percentage of residents who have heard of Tampa Bay Water is stable across all counties. Over three in four residents who have heard of Tampa Bay Water (76%) believe Tampa Bay Water is effectively supplying water to the region. This percentage has increased by 11 percentage points from 2012 and County residents (88%) who have heard of Tampa Bay Water are most likely to believe that Tampa Bay Water is effectively supplying water to the region, while residents in (70%) and (69%) counties who have heard of Tampa Bay water are less likely. Three in five residents who have heard of Tampa Bay Water (64%) believe that Tampa Bay Water is concerned about the environment. This belief is up three percentage points from Belief that Tampa Bay Water is concerned about the environment is highest among residents in County (72%) and lowest in County (58%). Two in three residents who have heard of Tampa Bay Water (66%) believe that Tampa Bay Water is concerned about finding new sources of water to meet their needs. This percentage is at its highest level over the past three survey periods, and increased 11 percentage points from Belief that that Tampa Bay Water is concerned about finding new sources of water to meet their needs is highest in (67%) and (67%) counties. Over three in five residents who have heard of Tampa Bay Water (61%) believe that Tampa Bay Water helps local governments cooperate on water problems. This belief is up eight percentage points from Belief that Tampa Bay Water helps local governments cooperate on water problems is highest in County (67%) and is lower in (58%) and (56%) counties. More than half of residents who have heard of Tampa Bay Water (55%) believe that Tampa Bay Water is effectively developing water conservation programs that can lower your water use. This percentage is at its highest level over the past three survey periods. This belief is highest among residents of County (59%) and lowest in County (49%). Over half of residents who have heard of Tampa Bay Water (53%) believe that Tampa Bay Water listens to the community and accepts ideas that may benefit the region. This percentage is at its highest level over the past three survey periods. Belief that Tampa Bay Water listens to the community and accepts ideas that may benefit the region is highest among residents in County (64%) and is lower among residents in (47%) and (46%) counties. Two in three residents who have heard of Tampa Bay Water (66%) believe that Tampa Bay Water helps protect the region s water resources. This belief is up eight percentage points from Belief that Tampa Bay Water helps protect the region s water resources is highest among residents in County (75%) and lowest in County (54%). More than half of residents who have heard of Tampa Bay Water (53%) believe that Tampa Bay Water has developed new water sources in an environmentally sound manner. This percentage has increased by nine percentage points from This belief is highest among residents in County (60%) and lowest in County (45%). Over half of residents who have heard of Tampa Bay Water (51%) believe that Tampa Bay Water is concerned about climate change impacting water supplies. This belief is highest among residents in County (60%) and lowest in County (46%). Nearly two in five residents who have heard of Tampa Bay Water (38%) rate Tampa Bay Water as Excellent or Very good in planning, developing, producing and delivering high quality supply to their area. This rating is highest in County (48% rating Tampa Bay Water as Excellent or Very good ) and lowest in County (30% rating Tampa Bay Water as Excellent or Very good ). Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 27

34 Tampa Bay Water Have you heard of Tampa Bay Water, the region s wholesale drinking water provider? Yes No 25% 23% 25% 26% 68% 70% 67% 66% Not Sure 8% 7% 8% 8% Awareness by Year % % % Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

35 Tampa Bay Water Tampa Bay Water is effectively supplying water to the region.* Strongly agree 19% 21% 13% 23% Agree Disagree Strongly disagree 7% 10% 9% 4% 3% 8% 2% 0% 57% 49% 56% 65% 8% 14% 13% 20% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 29

36 Tampa Bay Water Tampa Bay Water is concerned about the environment.* Strongly agree 14% 18% 14% 12% Agree Disagree Strongly disagree 13% 19% 10% 10% 5% 8% 5% 3% 50% 40% 47% 60% 18% 15% 24% 16% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

37 Tampa Bay Water Tampa Bay Water is concerned about finding new sources of water to meet our needs.* Strongly agree Agree Disagree Strongly disagree 16% 17% 11% 19% 10% 9% 9% 13% 5% 8% 4% 3% 19% 16% 25% 18% 50% 50% 52% 48% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 31

38 Tampa Bay Water Tampa Bay Water helps local governments cooperate on water problems.* Strongly agree 14% 11% 12% 18% Agree Disagree Strongly disagree 4% 6% 5% 1% 14% 18% 11% 12% 47% 45% 46% 49% 23% 21% 27% 20% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

39 Tampa Bay Water Tampa Bay Water is effectively developing water conservation programs that can lower your water use.* Strongly agree Agree Disagree Strongly disagree 14% 18% 9% 15% 17% 18% 15% 19% 6% 9% 5% 3% 22% 16% 20% 31% 41% 39% 40% 44% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 33

40 Tampa Bay Water Tampa Bay Water listens to the community and accepts ideas that may benefit the region.* Strongly agree Agree Disagree Strongly disagree 9% 10% 8% 9% 18% 21% 21% 13% 7% 11% 7% 4% 22% 21% 26% 19% 44% 37% 38% 55% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

41 Tampa Bay Water Tampa Bay Water helps protect the region s water resources.* Strongly agree Agree Disagree Strongly disagree 11% 10% 12% 11% 10% 19% 5% 8% 5% 10% 4% 3% 19% 18% 24% 14% 44% 55% 54% 64% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 35

42 Tampa Bay Water Tampa Bay Water has developed new water sources in an environmentally sound manner.* Strongly agree Agree Disagree Strongly disagree 12% 13% 8% 15% 14% 12% 16% 12% 5% 8% 6% 1% 41% 40% 37% 45% 29% 27% 33% 27% Strongly agree + Agree by Year % % % * Only asked to residents who have heard of Tampa Bay Water. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

43 Tampa Bay Water Tampa Bay Water is concerned about climate change impacting water supplies.* Strongly agree Agree Disagree Strongly disagree 11% 7% 11% 15% 14% 14% 6% 40% 40% 35% 45% 22% 6% 9% 7% 3% 29% 22% 34% 31% * Only asked to residents who have heard of Tampa Bay Water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 37

44 Tampa Bay Water How would you rate Tampa Bay Water on how well it is planning, developing, producing and delivering high quality water supply to your area?* Excellent 10% 11% 8% 12% Very good 19% 26% 28% 36% Good 25% 30% 30% 36% Fair 14% 14% 14% 14% Poor 1% 5% 8% 6% Not sure 14% 13% 16% 12% * Only asked to residents who have heard of Tampa Bay Water. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

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47 Water Sources Water Sources Nearly half of residents (46%) believe the Floridan Aquifer is being used to supply drinking water to the Tampa Bay region. About two in five residents believe springs (41%) or reservoirs (39%) are being used to supply drinking water. Most residents are unsure of which sources are being used to supply drinking water to the Tampa Bay region. For example, 48% of residents are uncertain of springs and Floridan Aquifer as sources of drinking water. Nearly nine in ten residents (86%) believe there should be more comprehensive rules and regulations to protect the region s water resources. This belief is stable across,, and counties. Over two in three residents (67%) believe that it makes sense to protect drinking water quality through more stringent source water protection regulations combined with more investment in advanced treatment technology. This belief is stable across counties. Nearly one in three residents who indicated the investment in more advanced treatment technology was a sensible idea (29%) are not willing to pay anything more each month on their water bill for it. The typical resident is willing to pay $6.40 a month for more advanced water treatment technology. County residents are least likely to want to pay more on their water bill each month to use more advanced water treatment technology (33%). About half of residents believe that fertilizer (51%) and development (48%) are the greatest threats to the region s water resources. Over two in five residents believe that industry (44%) and lawn run-off (42%) are threats to the region s water resources. These beliefs are relatively stable across,, and counties. Nearly three in five residents (58%) believe that the region s water supplies are at risk due to changes in rainfall resulting from climate change or sea level. This belief is similar across counties. Less than half of residents (45%) are aware of the sea level rise along Tampa Bay and the Gulf beaches. County residents have the highest level of awareness (49% aware of sea level rise), while County residents have the lowest level of awareness (40% aware of sea level rise). Of residents aware of sea level rise, nearly three in five (58%) agree that the region s drinking water plant and distribution pipes are at risk due to sea level rise along the coastal states, while less than one in six (15%) disagree. Over two in five residents (43%) are willing to drink wastewater that has been treated at a plant to purify it to drinking water standards, then put back into groundwater, reservoirs, or rivers, then withdrawn and treated again before it is sent to homes and businesses. One in four residents who are willing to drink this water would do so because it seems safe (25%) or because it has been purified (24%). One in five residents who are not willing to drink this water would not do so because they are concerned about the safety of it (18%) or unsure of the purity (18%). Two in five residents (40%) are willing to drink wastewater that has been purified to drinking water standards before it is sent to homes and businesses. One in three residents who are willing to drink this water (33%) would do so because it has been purified. One in ten residents who are not willing to drink this water would not do so because they are concerned about the purity of it (12%) or because they are concerned about the safety of it (12%). Over one in three residents (36%) are willing to drink wastewater that has been put back in groundwater, reservoirs, or rivers, then withdrawn and treated again before it is sent to homes and businesses. One in four residents who are willing to drink this water (25%) are willing to do so because it seems safe. One in five residents who are unwilling to drink this water are not willing to do so because they are unsure of the purity (20%) and concerned about the safety of it (20%). Three in five residents (60%) believe that purified wastewater may taste bad. This belief is lowest in County (53%). Two in three residents (66%) believe that purified wastewater may fail to meet drinking water safety standards. This belief is highest in (69%) and (68%) counties and lowest in County (60%). Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 41

48 Water Sources Seven in ten residents (70%) believe that purified wastewater may include contaminants. This belief is highest in County (73%) and lowest in County (66%). Over two in three residents (68%) believe that purified wastewater may contain pharmaceutical byproducts. This belief is highest in (70%) and (70%) counties and lowest in County (63%). Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

49 Water Sources Which of the following drinking water sources are currently being used to supply * drinking water to the Tampa Bay region? - By year The Floridian Aquifer 46% 58% Springs 30% 41% Resevoirs Surface water like lakes and rivers 39% 35% 32% 32% Desalination of seawater 18% 19% Desalination of brackish water 8% 8% Other 3% 2% *2012 results were revised to reflect a different way of presenting the question to participants in Is surface water like lakes and rivers currently being used to supply drinking water to the Tampa Bay region? Yes No 15% 17% 16% 13% 32% 33% 26% 36% 53% 51% 58% 51% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 43

50 Water Sources Are springs currently being used to supply drinking water to the Tampa Bay region? Yes No 11% 11% 10% 13% 41% 45% 40% 40% 48% 45% 51% 47% Is the Floridan Aquifer currently being used to supply drinking water to the Tampa Bay region? Yes No 6% 7% 5% 6% 46% 49% 47% 43% 48% 44% 48% 51% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

51 Water Sources Is the desalination of seawater currently being used to supply drinking water to the Tampa Bay region? Yes No 18% 18% 17% 18% 26% 26% 27% 24% 57% 56% 55% 59% Is the desalination of brackish water currently being used to supply drinking water to the Tampa Bay region? Yes No 8% 8% 8% 8% 28% 30% 28% 28% 63% 62% 64% 64% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 45

52 Water Sources Are reservoirs currently being used to supply drinking water to the Tampa Bay region? Yes 39% 40% 36% 41% No 11% 14% 11% 7% 51% 46% 53% 52% Are other sources being used to supply drinking water to the Tampa Bay region? Yes No 3% 4% 4% 1% 26% 31% 24% 23% 71% 65% 72% 76% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

53 Water Sources There should be more comprehensive rules and regulations to protect the region s water resources. Strongly agree Agree 43% 46% 43% 41% 43% 40% 43% 45% Disagree Strongly disagree 1% 1% 0% 1% 7% 7% 7% 7% 6% 6% 7% 6% Does it make more sense to protect drinking water quality through more stringent source water protection regulations or to invest in more advanced treatment technology or both? More stringent regulations More advanced water treatment Both 12% 12% 12% 11% 21% 20% 20% 24% 67% 68% 69% 65% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 47

54 Water Sources How much more would you be willing to pay each month on your water bill to use more advanced water treatment technology? $30 or more $25 to $29.99 per month 2% 2% 1% 2% 2% 1% 1% 2% $20 to $24.99 per month $15 to $19.99 per month 2% 2% 2% 3% 6% 7% 8% 4% $5 to $9.99 per month Less than $5 per month Nothing more Don t know 10% 8% 11% 11% 26% 23% 26% 28% 24% 24% 25% 24% 29% 26% 26% 33% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

55 Water Sources Which of the following is the greatest threat to our region s water resources? Mining and mining spills 31% 32% 30% 33% Agriculture Industry Lawn run-off 28% 26% 30% 28% 44% 46% 45% 42% 42% 45% 44% 36% Development 48% 48% 49% 46% Regulation Animal waste Fertilizer 17% 19% 18% 15% 29% 31% 29% 27% 51% 51% 55% 47% 16% 15% 15% 19% Other 3% 4% 4% 2% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 49

56 Water Sources Greatest Threat to Region s Water Resources by Year * Fertilizer 44% 51% Development Industry 48% 44% 48% 55% Lawn run-off 26% 42% Mining and mining spills 31% 31% 2015 Animal waste 22% 29% 2012 Agriculture 18% 28% Regulation 17% 20% 16% 24% Other 3% 4% *2012 results were revised to reflect a different way of presenting the question to participants in Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

57 Water Sources The region s water supplies are at risk due to changes in rainfall resulting from climate change. Strongly agree 17% 13% 21% 17% Agree Disagree 19% 19% 18% 20% 41% 44% 39% 40% Strongly disagree 5% 7% 4% 6% Don t Know 18% 18% 19% 18% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 51

58 Water Sources Are you aware of the sea level rise along Tampa Bay and the Gulf beaches? Yes No Don t know 8% 8% 7% 9% 45% 46% 49% 40% 47% 46% 45% 51% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

59 Water Sources Do you agree or disagree that the region s drinking water plant and distribution pipes are at risk due to sea level rise along the coastal states? Agree Disagree Don t know 15% 17% 13% 15% 27% 24% 29% 27% 58% 59% 58% 58% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 53

60 Water Sources One way to reuse wastewater that has been treated at a plant is to purify it to drinking water standards, then put it back in groundwater, reservoirs, or rivers, then withdraw it and treat it again before sending it to homes and businesses. Would you be willing to drink water treated in this manner? Yes (willing to drink it) No (not willing to drink it) Not sure 43% 42% 41% 46% 31% 34% 31% 29% 26% 24% 28% 25% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

61 Water Sources Why would you be willing to drink it?* Treated water seems safe It has been purified and treated correctly Tested and meets standards It has been filtered more than once Clean enough Trust that technology and process is safe I'd only drink it if I had to Natural process Unsure Other 2% 2% 3% 7% 7% 12% 13% 20% 25% 24% Why would you be unwilling to drink it?* Concerned about health and safety Unsure of purity Does not meet standards Not enough information Do not trust the process & chemicals used How it tastes and smells Need to see test results first I only drink bottled water Other 7% 5% 3% 3% 18% 18% 12% 11% 15% 13% * Categorized verbatim responses. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 55

62 Water Sources One way to reuse wastewater that has been treated at a plant is to purify it to drinking water standards before sending it to homes and businesses. Would you be willing to drink water treated in this manner? Yes (Willing to drink it) No (not willing to drink it) Not sure 40% 39% 38% 42% 35% 35% 38% 33% 25% 26% 25% 25% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

63 Water Sources Why would you be willing to drink it?* The water has been treated 33% It would be safe 28% Meets drinking water standards 19% Trust in technology and treatment process 14% No other choice 3% If it tasted fine 2% Cheaper 2% Unsure 1% Other 14% Why would you be unwilling to drink it?* Concerned about purity 12% Concerned about health and safety 12% Don't trust it 11% Need more information 9% Not treated properly Need proof that it is safe to drink Taste, appearance, smell Prefer bottled or home-filtered water Don't like tap water Unsure Other 2% 2% 4% 6% 9% 11% 11% * Categorized verbatim responses. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 57

64 Water Sources One way to reuse wastewater that has been treated at a plant is to put it back in groundwater, reservoirs, or rivers, then withdraw it and treat it again before sending it to homes and businesses. Would you be willing to drink water treated in this manner? Yes (willing to drink it) No (not willing to drink it) Not sure 36% 36% 32% 39% 37% 37% 39% 34% 28% 27% 29% 28% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

65 Water Sources Why would you be willing to drink it?* It would be safe 25% Meets drinking water standards 20% The water has been purified/treated Trust in technology and treatment process Nothing wrong with it If it tasted fine No other choice Unsure Other 2% 2% 1% 7% 13% 12% 16% Why would you be unwilling to drink it?* Unsure of purity Concern for safety and health Uninformed - would require additional info. Unsanitary Taste and smell Lack of trust in regulations Concern for the environment Unsure Other 7% 6% 3% 3% 20% 20% 19% 17% 15% * Categorized verbatim responses. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 59

66 Water Sources Purified wastewater may taste bad. Strongly agree Somewhat agree Somewhat disagree Strongly disagree 25% 26% 26% 22% 35% 36% 37% 33% 18% 16% 16% 21% 7% 7% 7% 7% 15% 15% 14% 16% Purified wastewater may fail to meet drinking water safety standards. Strongly agree Somewhat agree Somewhat disagree Strongly disagree 17% 15% 17% 20% 6% 7% 5% 6% 11% 10% 9% 14% 33% 36% 35% 28% 33% 32% 34% 32% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

67 Water Sources Purified wastewater may include contaminants. Strongly agree Somewhat agree Somewhat disagree Strongly disagree 14% 14% 13% 14% 5% 5% 6% 4% 11% 10% 9% 16% 33% 36% 33% 31% 37% 35% 40% 35% Purified wastewater may contain pharmaceutical byproducts. Strongly agree 32% 35% 33% 27% Somewhat agree Somewhat disagree Strongly disagree 4% 5% 4% 5% 14% 14% 12% 15% 36% 35% 37% 36% 15% 12% 14% 18% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 61

68 Water Sources Using purified wastewater may cost more. Strongly agree Somewhat agree Somewhat disagree Strongly disagree 28% 32% 27% 25% 39% 36% 39% 40% 14% 12% 15% 15% 4% 6% 4% 3% 15% 14% 15% 17% The concept of purified water just makes me uncomfortable. Strongly agree Somewhat agree Somewhat disagree Strongly disagree 34% 38% 35% 30% 29% 30% 30% 29% 21% 18% 20% 25% 9% 10% 8% 9% 6% 5% 7% 7% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

69 Water Quality

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71 Water Quality Water Quality Three in five residents (60%) drink household tap water. This percentage is down one percentage point from Percentages of residents reporting drinking household tap water are similar across counties. Over half of residents who do not drink tap water (52%) do so because they do not like the taste. This percentage is down eight percentage points from 2012 and is highest in County (55%). About half of residents (49%) believe bottled water is safer than tap water, up four percentage points from This belief is highest in County (52%) and lowest in Pinnellas County (46%). Residents rated their tap water on the following qualities: taste, odor, appearance, safety, purity, and cost. The average ratings for 2015, 2012, and 2007 are presented in the table below: (5-point scale with 5 being the highest score) Taste Odor Appearance 3.8* Safety Purity Cost Residents ratings were similar across all counties. * In 2007, residents rated the Clarity of the water. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 65

72 Water Quality Do you drink household tap water? Yes No 40% 41% 37% 41% 60% 59% 62% 59% 0% 0% 1% 0% Tap Water Drinking by Year % % % Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

73 Water Quality Why don t you drink your tap water?* Don't like the taste 52% 50% 50% 55% Bottled water tastes better 39% 32% 35% 49% Bottled water is better quality 32% 28% 29% 38% Particles in it It's unsafe or of poor quality Don't like the smell 23% 26% 22% 21% 27% 21% 25% 25% 19% 28% 29% 34% Bottled water is more convenient 10% 15% 15% 20% It's milky looking 6% 6% 7% 4% Other 17% 16% 19% 15% * Only asked to residents who answered No to the previous question. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 67

74 Water Quality Reasons for not Drinking Tap Water by Year Don't like the taste 52% 60% 57% Bottled water tastes better 9% 39% 35% Bottled water is better quality 0% 32% 28% It's unsafe or of poor quality Don't like the smell Particles in it 13% 27% 20% 24% 25% 25% 18% 23% 25% Bottled water is more convenient It's milky looking Other 5% 6% 7% 5% 15% 14% 17% 13% 13% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

75 Water Quality Do you think bottled water is safer than tap water? Yes No Not sure 17% 18% 16% 18% 49% 49% 46% 52% 34% 33% 39% 30% Believe Bottled Water is Safer than Tap Water by Year % % % Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 69

76 Water Quality How satisfied are you with the taste of your tap water.* Rating Taste Rating by Year * Using a 5-point scale where 1 means very poor and 5 means excellent. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

77 Water Quality How satisfied are you with the odor of your tap water.* Rating Odor Rating by Year * Using a 5-point scale where 1 means very poor and 5 means excellent. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 71

78 Water Quality How satisfied are you with the appearance of your tap water.* Rating Appearance Rating by Year * In 2007, residents rated the Clarity of the water using a 5-point scale where 1 means very poor and 5 means excellent. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

79 Water Quality How satisfied are you with the safety of your tap water.* Rating Safety Rating by Year * Using a 5-point scale where 1 means very poor and 5 means excellent. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 73

80 Water Quality How satisfied are you with the purity of your tap water.* Rating Purity Rating by Year * Using a 5-point scale where 1 means very poor and 5 means excellent. Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

81 Water Quality How satisfied are you with the cost of your tap water.* Rating Cost Rating by Year * Using a 5-point scale where 1 means very poor and 5 means excellent. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 75

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83 Water Cost

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85 Water Cost Water Cost Nearly two in five residents (38%) believe that the amount of their water bill affects the way they use tap water. This percentage is down four percentage points since Belief that the amount of their water bill affects the way they use tap water is highest among residents in County (43%) and lowest in County (35%). Two in five residents (39%) believe that the cost of tap water is too high based upon what they pay and receive. This percentage has not changed since Belief that the cost of tap water is too high based upon what they pay and receive is highest amount residents in County (45%) and lowest in County (31%). Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 79

86 Water Cost Does the amount of your water bill affect the way you use tap water? Yes No Not sure 3% 2% 4% 2% 38% 43% 36% 35% 59% 56% 60% 62% Water Bill Costs affect on Tap water Use by Year* % % % * Percent of Yes responses Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

87 Water Cost Given what you pay and what you receive, would you say the cost of your tap water is too high, about right, or lower than you expect? Too high 31% 39% 45% 41% About right 55% 51% 50% 65% Too low 1% 1% 2% 2% 5% 4% 7% 3% Water Cost Expectation by Year Too high 39% 39% 35% About right Too low 1% 2% 3% 43% 50% 55% % 17% 12% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 81

88

89 Information Sources

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91 Information Sources Information Sources Over half of residents (52%) rate TV news as trustworthy when reporting on water issues. TV news was most likely to be considered trustworthy in County (56% of residents rating as trustworthy). Half of residents (50%) rate newspapers as trustworthy. More than two in five residents rate Southwest Florida Water Management District (46%), Tampa Bay Water (44%), and utility companies (42%) as trustworthy when reporting on water issues. Tampa Bay Water ranked fourth in trustworthiness when reporting on water issues. Over three in five residents (62%) prefer to receive information about water issues and projects from TV. Daily newspaper (54%) and direct mail (53%) were preferred sources to receive information about water issues and projects by at least half of residents. Residents preferences for receiving information about water issues are consistent across,, and counties. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 85

92 Information Sources Trustworthy Sources when Reporting on Water Issues by Year* TV News 52% 59% Newspaper 44% 50% SWFWMD 38% 46% Tampa Bay Water 31% 44% Utility company Municipal/Government Access TV 21% 39% 42% 50% Radio 18% 34% Internet 29% 25% Magazine 8% 21% Facebook 8% 13% Twitter 4% 10% *2012 results were revised to reflect a different way of presenting the question to participants in Is TV news trustworthy when reporting on water issues? Yes No 31% 33% 34% 25% 52% 51% 48% 56% 17% 16% 18% 18% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

93 Information Sources Is Municipal/Government Access TV trustworthy when reporting on water issues? Yes No 39% 40% 41% 42% 35% 35% 34% 35% 26% 25% 25% 23% Are magazines trustworthy when reporting on water issues? Yes No 21% 22% 20% 22% 48% 49% 50% 46% 30% 29% 30% 32% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 87

94 Information Sources Are newpapers trustworthy when reporting on water issues? Yes No 32% 36% 31% 30% 50% 47% 50% 53% 18% 17% 19% 17% Is radio trustworthy when reporting on water issues? Yes No 34% 34% 31% 36% 41% 41% 41% 40% 26% 25% 28% 24% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

95 Information Sources Is the Internet trustworthy when reporting on water issues? Yes No 29% 27% 28% 31% 44% 45% 44% 44% 27% 28% 28% 25% Is Facebook trustworthy when reporting on water issues? Yes No 13% 13% 15% 12% 62% 62% 61% 62% 25% 25% 25% 26% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 89

96 Information Sources Is Twitter trustworthy when reporting on water issues? Yes No 10% 9% 11% 11% 28% 30% 27% 27% 61% 61% 62% 62% Is the Southwest Florida Water Management District trustworthy when reporting on water issues? Yes No 27% 27% 29% 24% 46% 45% 44% 50% 27% 28% 28% 26% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

97 Information Sources Is your utility company trustworthy when reporting on water issues? Yes No 42% 43% 37% 46% 38% 38% 44% 33% 20% 19% 20% 21% Is Tampa Bay Water trustworthy when reporting on water issues? Yes No 44% 36% 40% 27% 32% 28% 21% 29% 32% 32% 24% 56% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 91

98 Information Sources Preference for Receiving Information about Water Resource Issues by Year* TV 62% 59% Daily newspaper 45% 54% Direct mail 53% 59% Weekly/neighborhood newspaper Public meetings N/A N/A 44% 48% Internet Radio 16% 26% 38% 32% 37% 36% Billboards Street signs Facebook 5% 5% 5% 16% 20% 20% Twitter 2% 10% Other 5% 7% *2012 results were revised to reflect a different way of presenting the question to participants in Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

99 Information Sources How do you prefer to receive information about water resource issues and projects - TV Yes No 31% 30% 29% 33% 62% 64% 62% 60% 7% 6% 9% 7% How do you prefer to receive information about water resource issues and projects - Daily newspaper Yes No 38% 35% 39% 40% 54% 59% 52% 52% 8% 6% 9% 8% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 93

100 Information Sources How do you prefer to receive information about water resource issues and projects - Radio Yes No 37% 37% 34% 38% 54% 55% 56% 52% 9% 8% 9% 10% How do you prefer to receive information about water resource issues and projects - Weekly or neighborhood newspaper Yes No 48% 51% 45% 47% 42% 40% 43% 45% 10% 9% 12% 9% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

101 Information Sources How do you prefer to receive information about water resource issues and projects - Direct mail Yes No 9% 7% 10% 9% 53% 59% 54% 46% 38% 34% 36% 45% How do you prefer to receive information about water resource issues and projects - Street signs Yes No 20% 19% 21% 20% 69% 70% 67% 69% 11% 11% 12% 11% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 95

102 Information Sources How do you prefer to receive information about water resource issues and projects - Public meetings Yes No 44% 41% 48% 44% 46% 49% 41% 48% 10% 10% 11% 8% How do you prefer to receive information about water resource issues and projects - Internet Yes No 38% 34% 40% 40% 51% 56% 48% 50% 11% 10% 12% 10% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

103 Information Sources How do you prefer to receive information about water resource issues and projects - Yes No 36% 35% 37% 36% 54% 57% 51% 54% 10% 8% 11% 10% How do you prefer to receive information about water resource issues and projects - Facebook Yes No 16% 16% 14% 16% 74% 74% 75% 74% 10% 10% 10% 10% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 97

104 Information Sources How do you prefer to receive information about water resource issues and projects - Twitter Yes No 10% 9% 11% 10% 79% 80% 77% 80% 10% 11% 11% 10% How do you prefer to receive information about water resource issues and projects - Billboards Yes No 20% 19% 21% 21% 69% 71% 68% 69% 10% 9% 11% 11% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

105 Information Sources How do you prefer to receive information about water resource issues and projects - Other Yes No 5% 3% 8% 3% 51% 52% 49% 52% 45% 45% 43% 45% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 99

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107 Demographics

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109 Demographics Demographics The median age of residents who responded to this survey is 51 years of age. The average household contains 2.5 people. Nearly nine in ten residents (87%) are registered to vote in their county. Nine in ten residents who are registered to vote (89%) have voted in at least one local or national election in the past two years. Nearly three in four residents live in single family homes (74%) and own their home (72%). The median number of years that residents have lived in the -- area is 14 years. The median income of residents who responded to this survey is $44,700. About half of residents (53%) are female. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 103

110 Demographics What is your approximate age? 21 to to to to and over 26% 22% 23% 32% 15% 13% 14% 19% 15% 16% 15% 16% 16% 16% 16% 15% 28% 33% 32% 19% Including yourself, how many people live in your household? or more 22% 18% 18% 15% 15% 16% 14% 14% 14% 8% 19% 5% 6% 2% 6% 2% 2% 1% 2% 28% 43% 44% 45% 40% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

111 Demographics Are you registered to vote in your county? Yes No 12% 14% 12% 11% 87% 85% 87% 89% Not sure 1% 1% 1% 1% Have you voted in at least one local or national election in the past two years?* Yes No 10% 10% 8% 12% 89% 90% 91% 88% Not sure 1% 0% 1% 1% * Only asked to residents who answered Yes to the previous question. Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 105

112 Demographics What type of home do you live in? Single family home Condominium or townhouse Duplex/ triplex Mobile home Other 13% 6% 18% 15% 4% 2% 4% 5% 6% 8% 6% 3% 4% 2% 4% 7% 74% 83% 69% 70% Do you rent or own your home? 28% Rent 22% 26% 36% Own 72% 78% 74% 64% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research

113 Demographics How long have you lived in the -- County region? 1-5 years 6-10 years years years Over 20 years 22% 22% 18% 25% 14% 16% 13% 14% 17% 19% 17% 15% 10% 9% 12% 9% 37% 34% 40% 37% Which category best describes your total household income for 2014? Under $25,000 $25,000 to $34,999 $35,000 to $49,999 $50,000 to $74,999 $75,000 - $99,999 Over $100,000 21% 22% 23% 17% 18% 18% 17% 20% 17% 17% 18% 15% 18% 19% 17% 19% 11% 12% 12% 10% 15% 13% 13% 18% Kerr & Downs Research Southwest Florida Water Management 2015 District Tampa Public Bay Service Water Advertising Public Opinion Research Survey 107

114 Demographics What is your gender? Female Male 53% 53% 54% 51% 47% 47% 46% 49% Southwest Florida Tampa Water Bay Water Management Public Opinion District Survey Kerr & Downs Research