HomeMy WebLinkAbout01-19-10 FA&C Committee Packet
Otay Water District
2009 Residential
Customer Opinion and
Awareness Survey
Report
Prepared for
Otay Water District
2554 Sweetwater Springs Blvd.
Spring Valley, CA 91978
Prepared by
Rea & Parker Research
P.O. Box 421079
San Diego, CA 92142
www.rea-parker.com
January, 2010
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
ii
Table of Contents
Page
Executive Summary iii
Introduction and Methodology 1
Sample 2
Survey Findings 4
Demographic Statistics/Respondent Characteristics 4
Customer Satisfaction, Reliability, and Confidence 6
Water Rates and Motivation to Conserve 12
Other Water Conservation Issues 15
Awareness and Interest in Conservation 16
Landscape 18
Cuyamaca College Water Conservation Garden 20
Water Shortage 23
Smart Meters 27
Written Communication, Publications, and Website 31
Written Communications 31
Website 35
Alternative Water Supplies: Recycling and Desalination 36
Recycling 37
Desalination 38
Comparative Rating of Utilities 42
Conclusions 43
Appendix (Questionnaire, Frequencies, and Open-Ended Responses) 45
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Otay Water District 2009 Residential Customer Opinion and
Awareness Survey
Executive Summary
The Otay Water District has elected to conduct a statistically reliable customer opinion and
customer awareness telephone survey among residential customers. The purpose of the survey is
twofold – first, to provide information concerning customer satisfaction, customer awareness of
and reaction to the communication efforts of the District, customer understanding about water
rates and their role in motivating water conservation, customer concern and activities with regard
to water conservation both indoors and outdoors, opinions about water recycling and desalination
as ways to expand the water supply, opinions about the current water shortage, and second, to
compare the results of this 2009 study with the results of the 2005, 2006, and 2008 studies where
data are comparable.
Rea & Parker Research was selected to conduct the study, as it was for the 2005, 2006, and 2008
studies. The purpose of the research is to:
• Determine overall satisfaction with the services of the Otay Water District including the
level of trust in the District to provide enough water at reasonable rates;
• Determine opinions and perceptions of various issues, including:
Water rates
Awareness and interest in water conservation
Methods of and attitudes toward water conservation
Attitudes toward recycling and desalination
Attitudes toward the current water shortage
Formal district communication efforts including the official website
Customer service
Relative value of water service in comparison to other utilities
• Obtain demographic data about the population for use in descriptive analysis and
crosstabulations of data that can result in new, optimally targeted and tailored public
awareness programs.
• Compare the results of this survey with the results of the 2005, 2006, and 2008 surveys of
District customers.
Sample
The survey was conducted by a random telephone sample of 300 respondents, which equates to a
margin of error of +/- 5.6% at the 95% confidence level.
Respondents are predominantly White (55 percent) and Hispanic/Latino (28 percent) and earn an
annual median household income of $75,700 (26 percent earning $100,000 or more and 8 percent
earning under $25,000). They have a median age of 53 years and have been customers of the
Otay Water District for a median of 12 years. Among these respondents, 51 percent possess a
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Bachelor’s degree or more, with 17 percent having a high school education or less. Survey
respondents are largely homeowners (91 percent) with a mean household size of 3.28.
Survey Findings
This survey report has been divided into nine essential information components as follows:
• Demographic Statistics/Sampling Characteristics
• Customer Satisfaction, Reliability, and Confidence
• Water Rates and Motivation to Conserve Water
• Other Water Conservation Issues
• Water Shortage
• Smart Meters
• Written Communication, Publications, and Website
• Alternative Water Supplies: Recycling and Desalination
• Comparative Rating of Utilities
Customer Satisfaction, Reliability, and Confidence
• Otay Water District customers demonstrate a high level of satisfaction with the District as
their provider of water service with nearly three-fifths (56 percent) rating the District as
excellent (17 percent) or very good (39 percent). These ratings are slightly lower than
those expressed in the 2006 and 2008 General Surveys—likely due, in part, to higher
water prices.
• Customers have a great deal of confidence in the ability of local water agencies to
provide enough water for its customers (85 percent either very confident or somewhat
confident). This trust, however, has declined slightly as knowledge of water shortages
has become more widespread.
• Otay Water District customers also have a substantial amount of trust in the ability of the
Otay Water District to provide clean, safe, water for its customers (68 percent either have
a great deal of trust or a good amount of trust).
• About two-fifths (39 percent) of customers have either a great deal of trust or a good
amount of trust in the ability of the Otay Water District to obtain water at a reasonable
price. However, nearly one-fourth (23 percent) express a lack of trust in the ability of the
District to obtain water at a reasonable price.
• Among the 17 percent who called for service in 2009, 82 percent indicate that their
service was excellent, very good, or good. This is consistent with the satisfaction levels
in the 2005, 2006, and 2008 surveys.
Water Rates and Motivation to Conserve Water
• Otay Water District customers (71 percent) perceive that there has been an upward trend
in water rates. Customers in the 2005, 2006, and 2008 surveys perceived an upward
trend as well but not nearly to the extent as the customers in the current survey do.
• Nearly two-thirds (66 percent) of customers indicate that this upward trend in water rates
has motivated them to conserve water. This represents a slight increase among those who
were so motivated in 2008.
• Among those motivated to conserve water, nearly one-fourth (24 percent) spend less time
watering outdoors and over one-fifth (21 percent) take shorter showers.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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• An additional 26 percent of customers (beyond those who have already taken steps to
conserve) would begin to conserve water if rates were to increase further.
• These steps would include taking shorter showers, spending less time watering outdoors,
and installing water saving fixtures.
Other Water Conservation Issues
• Regarding their level of interest in conserving water, 60 percent of Otay Water District
customers characterize their level of interest as high and 35 percent as moderate. This
level of interest is consistent with the level of interest portrayed in the 2008 survey but it
is higher than the level of interest expressed in the 2005 and 2006 surveys.
• When asked how their awareness of water conservation had changed during the past
year, 63 percent indicate that it had increased. The level of awareness of water
conservation has increased substantially over the previous survey periods of 2005, 2006,
and 2008, as would be consistent with the increased publicity that has accompanied
water supply issues.
• Over four fifths (81 percent) of customers have some landscaping area for which their
household is responsible. This is consistent with the overall average from the 2008,
2006, and 2005 surveys.
• Among those with landscaping, 1 percent of the respondents has a weather-based
controller – a decline of 5 percent from the 2008 survey finding.
• Over three-fourths of customers (77 percent) have automatic sprinkler systems (a decline
from 84 percent in the 2008 survey). Those with automatic sprinkler systems adjusted
them an average of 4.1 times during the past year. These findings, related to automatic
sprinkler systems, are consistent with the 2006 and 2008 surveys.
• Nearly one half (48 percent) of respondents have seen or heard of the Water
Conservation Garden at Cuyamaca College and 28 percent have actually visited it. This
is largely consistent with the visiting patters found in the 2005, 2006, and 2008 surveys
with a slight increase in cumulative visitation each survey year.
• Over three fifths (61 percent) of those who visited the Cuyamaca Garden made changes
to their landscaping that resulted from that visit. This represents a substantial increase
among visitors who made changes to their watering and landscaping practices in 2005,
2006, and 2008.
• Among those who made changes, over half (54 percent) changed their landscaping to
include plants that are water wise and drought tolerant. Another 17 percent adjusted
their sprinklers and/or reduced outdoor water use.
Water Shortage
• Eighty-five percent of customers recall seeing/hearing messages about current water
shortages. This is consistent with the findings of the 2008 survey.
• Nearly one-third of customers (32 percent) indicate that the single major cause of the
water shortage is less rain in San Diego than normal and another 21 percent attribute the
water shortage to population growth.
• Over three-fifths (63 percent) of customers plan to reduce water usage as a result of the
water shortage. Among those who plan a reduction in water usage, the mean planned
reduction is 14 percent.
• These customers largely plan to reduce water usage by spending less time watering
outdoors (21 percent) and taking shorter showers (19 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Smart Meters
• Over one-half (56 percent) of customers see smart meters as potentially useful.
• Among those who see the smart meter as useful, the dominant majority desire
information about leaks (98 percent) and they wish to be notified when their water usage
is about to trigger an increased rate (96 percent).
• Those interested in these smart meters largely prefer to receive meter information on their
computers (70 percent).
• Among those who find the smart meter potentially useful, 17 percent would pay extra per
month to obtain this information. They would be willing to pay an additional mean
monthly amount of $6.00.
Written Communication, Publications, and Website
• Over one-third of customers have an interest in receiving their monthly bill from the Otay
Water District by e-mail instead of the postal service. This represents a substantial
increase from the 2008 survey findings.
• Readership of the monthly newsletter and bill inserts has increased from 2008 levels.
• Readership of the annual Consumer Confidence Report has also increased from the levels
found in the 2008 survey.
• These increases are likely attributable to increased water rates and awareness of
shortages.
• Nearly three-fourths of customers (73 percent) do not think it is important that written
materials that are sent by the Otay water District be available in Spanish. This finding is
generally consistent with the 2008 survey.
• Nearly one third (32 percent) of customers have visited the Otay Water District website.
This represents a steady increase in visitation since 2005.
• Website visitors give the website above average ratings but the current ratings represent a
decline from previous survey periods.
Alternative Water Supplies: Recycling and Desalination
• Using recycled water to water residential front lawns is favored by 90 percent of
customers. This is consistent with the 2008 survey but it represents a greater level of
support than what was expressed in the 2005 and 2006 surveys.
• Customers support the use of recycled water for watering landscape along freeways, open
space, parks, and golf courses even more so than they do for front lawns - 95 percent in
favor. This finding is consistent with the 2005, 2006, and 2008 surveys.
• Customers feel that desalination as a means of maintaining a reliable water supply is
either very important (65 percent) or somewhat important (21 percent).
• Among the 86 percent who indicate that desalination is important, nearly three fifths (59
percent) favor an international agreement with Mexico to develop water supplies from
seawater desalination.
Comparative Rating of Utilities
• Otay Water District Customers rate water as the utility with the best value for the money
paid by customers followed by trash collection. This represents a reversal form the
findings of the 2008 survey where trash collection was first and water utilities was
second.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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• Using a composite ranking that takes first, second, and third rankings for each utility into
account, water remains the utility with the best value (as it was in 2008), followed closely
by gas and electric and trash collection. Other utilities are far behind these top three by
comparison.
Conclusions
There are strong indications of support for the work of the Otay Water District and the
importance of water among all utilities from the District’s customer base. The results of the 2009
survey continue to show that this strength. For example, in the current survey, water is rated as
the best value for the money paid by customers. In 2008, water was a close second to trash
collection as the utility with the highest customer value.
Otay Water District customers demonstrate a high level of satisfaction with the District as their
provider of water service. The 2009 ratings are slightly lower than those expressed in previous
surveys and this is likely the result of higher water prices. Customers also have a great deal of
confidence in the ability of the District to provide enough water for its customers. However, this
trust has also declined slightly as knowledge of water shortages has become widespread.
Customers are very aware that water rates have increased, and this knowledge has prompted a
greater motivation to conserve water. Further, a significant proportion of customers are aware of
the water shortage and many plan to reduce water usage as a result of this shortage.
Customers continue to support alternative sources of water including the use of recycled water for
watering lawns and public landscape. Customers also support desalination and well over half are
in favor of an international agreement with Mexico to promote or facilitate desalination.
Readership of the bill inserts, the monthly newsletter and the annual Consumer Confidence
Report has increased. This trend likely also reflects the increase in water rates and the enhanced
awareness of shortages.
The results of this survey should be viewed as ratification by the public of the importance and
quality of the work done by the District and as an expression of the high value to the public of the
work in which the Otay Water District is engaged.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Introduction and Methodology
In 1956, the Otay Water District was authorized by the State Legislature and gained its
entitlement to imported water. Today, the District serves the needs of over 202,650 people by
purchasing water from the Metropolitan Water District of Southern California. The Otay Water
District takes delivery of the water through several connections to large pipelines owned and
operated by the San Diego County Water Authority. Since its inception, the Otay Water District
also has collected and reclaimed wastewater generated within the Jamacha Drainage Basin and
pumped the reclaimed water south to the Salt Creek Basin where it is used for irrigation and other
non-potable uses.
The Otay Water District has elected to conduct a statistically reliable customer opinion and
customer awareness telephone survey among its residential customers. The purpose of the survey
is twofold – first, to provide information concerning customer satisfaction, customer awareness of
and reaction to the communication efforts of the District, customer understanding and opinions
about water rates, customer concern and activities with regard to water conservation, attitudes and
reactions to the current water shortage, feelings about the reliability of the District to maintain
reliable sources of water, and second, to compare the results of this 2009 study with the results of
the 2008, 2006 and 2005 surveys of the District’s residential customers where the data are
comparable.
Rea & Parker Research was selected to conduct the study, as it was for the 2005, 2006, and 2008
studies. The purpose of the research is to:
• Determine overall satisfaction with the services of the Otay Water District including the
level of trust in the District to provide enough water at reasonable rates;
• Determine opinions and perceptions of various issues, including:
Water rates
Awareness and interest in water conservation
Methods of and attitudes toward water conservation
Attitudes toward recycling and desalination
Attitudes toward the current water shortage
Formal district communication efforts including the official website
Customer service
Relative value of water service in comparison to other utilities
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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• Obtain demographic data about the population for use in descriptive analysis and
crosstabulations of data that can result in new, optimally targeted and tailored public
awareness programs.
• Compare the results of this survey with the results of the 2005, 2006, and 2008 surveys of
District customers.
Sample
The survey was conducted by a random telephone sample of 300 respondents in order to secure a
margin of error not to exceed +/-5.6 percent @ 95 percent confidence. This figure represents the
widest interval that occurs when the survey question represents an approximate 50 percent-50
percent proportion of the sample. When it is not 50 percent-50 percent, the interval is somewhat
smaller. For example, in the survey findings that follow, 52.3 percent of respondent households
do not recall having seen or heard messages about the Cuyamaca College Water Conservation
Garden. This means that there is a 95 percent chance that the true proportion of the total
population of the District’s service area that has not seen or heard these messages is between 57.9
percent and 46.7 percent (52.3 percent +/- 5.6 percent).
Survey respondents were screened to exclude those who have not lived in San Diego County for
at least one year. When respondents asked about who was sponsoring the survey, they were told
“this project is sponsored by the Otay Water District, and it’s about issues related to your
household water supply.”
The survey was conducted in both English and Spanish. Spanish language respondents
comprised 4 percent of the survey population. The distribution of respondents according to
gender was 50 percent male and 50 percent female.
The survey was conducted from December 15, 2009 to December 18, 2009. The total survey
response rate is 30.0 percent based upon completed interviews in comparison to all eligible (and
estimated to be eligible) phone numbers, including busy signals, answering machines, call backs,
and no answers.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Table 1
Otay Water District 2009 Residential Customer Opinion
and Awareness Survey
Telephone Call Disposition Report
Unknown Eligibility
No Answer 565
Busy 38
Answering Machine 750
Not Home—Call Back 285
Language Barrier 68
Total Unknown 1706
Ineligible
NQ <1 year 2
Disconnect 118
Refusal 171
Fax/Wrong Number 141
Total Ineligible 432
Eligible
Complete 300
Total Attempts 2,438
Response Rate:
Complete/(Eligible + ((Eligible/Eligible +
Ineligible)(Unknown)) 30.0%
This survey report has been divided into nine essential information components as follows:
• Demographic Statistics/Sampling Characteristics
• Customer Satisfaction, Reliability, and Confidence
• Water Rates and Motivation to Conserve Water
• Other Water Conservation Issues
• Water Shortage
• Smart Meters
• Written Communication, Publications, and Website
• Alternative Water Supplies: Recycling and Desalination
• Comparative Rating of Utilities
Each section of the report begins with a very brief abstract or summary of highlights within the
ensuing section, in order to orient the reader to what is to follow.
Charts have been prepared for each of these major components depicting the basic survey results.
Subgroup analyses for different age groups, various levels of education, gender, home
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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ownership/rental status, household size, residential tenure in the community, different income
categories, and ethnicity of residents of the service area will be presented in succinct bulleted
format when statistical significance and relevance warrants such treatment.
Lists of open-ended responses to survey questions as well as the survey instrument are contained
in the Appendix.
Survey Findings
Demographic Statistics/Respondent Characteristics
Table 2 presents selected demographic and sampling characteristics of the survey respondents.
Respondents are predominantly White (55 percent) and Hispanic/Latino (28 percent) and earn an
annual median household income of $75,700 (26 percent earning $100,000 or more and 8 percent
earning under $25,000). They have a median age of 53 years and have been customers of the
Otay Water District for a median of 12 years. Among these respondents, 51 percent possess a
Bachelor’s degree or more, with 17 percent having a high school education or less. Survey
respondents are largely homeowners (91 percent) with a mean household size of 3.28.
Respondent characteristics for the sample survey conducted in 2008 differ from the 2009
respondent characteristics in the following ways:
• The median income in 2009 ($75,700) is lower than the median income in 2008
($83,500).
• The percentage of households earning an annual income under $25,000 is 8 percent in
2009 and was 5 percent in 2009.
• Nearly one fourth (22 percent) of respondents in 2008 had a high school diploma or less
while in 2009, 17 percent had a high school education or less.
• The average household size in 2009 (3.28) is higher than the average household size in
2008 (2.88) but is very much in the range of 2005 and 2006.
• The median age of respondents is somewhat higher in 2009 (53 years) than in 2008 and
previous survey years (47-49 years).
• The median number of years respondents were customers of the Otay Water District is 12
years in 2009 and was less (8-10 years) in 2008 and 2006.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Table 2
Respondent Characteristics
Characteristic
2009
2008
2006
2005
Ethnicity
White 55% 52% 55% 54%
Hispanic/Latino 28% 30% 29% 24%
Asian/Pacific Islander 8% 8% 9% 15%
Black/African-
American
6% 6% 6% 5%
Native American/Other 3% 4% 1% 2%
Annual Household
Income
Median $75,700 $83,500 $77,500 $85,000
% over $100,000 26% 30% 33% 34%
% under $25,000 8% 5% 6% 2%
Age
Median 53 years 47 years 49 years 47 years
Years Customer of
Otay Water District
Median 12 years 8 years 10 years --
Education
High School or Less 17% 22% 22% 14%
At Least One Year
College, Trade,
Vocational School
32%
28%
24%
33%
Bachelor’s Degree 39% 33% 35% 25%
At Least One Year of
Graduate Work
12% 17% 19% 28%
Own/Rent
Home Owner 91% 88% 90% 92%
Renter 9% 12% 10% 8%
Persons Per
Household
Mean 3.28 2.88 3.27 3.43
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Customer Satisfaction, Reliability and Confidence
SUMMARY: Otay Water District customers demonstrate a high level of satisfaction
with the District as their provider of water service with nearly three-fifths (56 percent)
rating the District as excellent (17 percent) or very good (39 percent). These ratings
are slightly lower than those expressed in the 2006 and 2008 General Surveys—likely
due, in part, to increased prices. Customers have a great deal of confidence in the
ability of local water agencies to provide enough water for its customers (85 percent
either very confident or somewhat confident). Otay Water District customers also have
a substantial amount of trust in the ability of the Otay Water District to provide clean,
safe, water for its customers (68 percent either have a great deal of trust or a good
amount of trust). This trust, however, has declined slightly as knowledge of water
shortages has become more widespread.
About two-fifths (39 percent) of customers have either a great deal of trust or a good
amount of trust in the ability of the Otay Water Authority to obtain water at a
reasonable price. However, nearly one-fourth (23 percent) express a lack of trust in
the ability of the District to obtain water at a reasonable price.
Among the 17 percent who called for service in 2009, 82 percent indicate that their
service was excellent, very good, or good. This is consistent with the satisfaction levels
in the 2005, 2006, and 2008 surveys.
Chart 1 shows that customers of the Otay Water District demonstrate a high level of satisfaction
with the District as their provider of water service. In fact, 56 percent rate the Otay Water
District as either excellent (17 percent) or very good (39 percent). These ratings are slightly
lower than those expressed in the 2006 and 2008 General Surveys. For example, in 2008, 63
percent of customers rated the Otay Water District as either excellent or very good. It is quite
possible that customers are responding to recent increases in water.
Chart 2 indicates that there is a great deal of confidence in the ability of local water agencies to
provide enough water for their customers (85 percent very confident or somewhat confident and
15 percent expressing a lack of confidence). These ratings are consistent with the level of
confidence portrayed in the 2008 General Survey. However, both the current survey and the
2008 survey demonstrate a slight decline in the level of confidence from the 2005 and 2006
surveys. For example, in the 2006 survey, 94 percent expressed confidence and only 6 percent
indicated a lack of confidence in the ability of local water agencies to provide enough water. The
substantial publicity that the current water shortage has experienced is likely to be a factor in this
general decline in confidence.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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1%
2%
9%
32%
39%
17%
1%
1%5%
30%
37%
26%
2%
8%
25%
38%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
200620082009
Chart 1
Overall Satisfaction with Otay Water District as Water Service Provider
Excellent
Very Good
Good
Fair
Poor
Very Poor
• Confidence in the ability of local water agencies to provide enough water for their
customers increases with education (82 percent for customers with less than a bachelor’s
degree versus 89 percent for customers with a bachelor’s degree or more).
• Asians and Whites are more confident than Latinos in the ability of local water agencies
to provide enough water (means: Asians = 2.0; Whites = 1.9; Latinos = 1.6, on a scale
where 1 = very confident, 2 = somewhat confident, 3 = not very confident, and 4 = not at
all confident).
• Customers with an annual income of $150,000 and above are less likely to express
confidence in the ability of local water agencies to provide enough water than are
customers in each of the other lower income levels from $25,000 to $100,000 (means :
$150,000 and above = 2.3; $25,000 and under $50,000 = 1.7; $50,000 and under $75,000
= 1.8; $75,000 and under $100,000 = 1.6, on a scale where 1 = very confident, 2 =
somewhat confident, 3 = not very confident, and 4 = not at all confident).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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47% 43% 9% 1%
49% 45% 5% 1%
32% 54% 12% 2%
39% 46% 11% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 2
Confidence in Ability of Local Water Agencies to Provide Enough Water
Very Confident
Somewhat Confident
Not Very Confident
Not at All Confident
Chart 3 shows that 68 percent have a substantial amount of trust in the ability of the Otay Water
District to provide clean, safe, water for its customers (28 percent a great deal of trust and 40
percent a good amount of trust). Only 4 percent expressed a lack of trust (3 percent not much
trust and 1 percent no trust at all). These ratings are consistent with the level of trust portrayed in
the 2008 survey. Customers in the 2005 and 2006 surveys were less trustful than those in the
2008 and 2009 surveys. In 2005 and 2006, respondents were asked about their confidence in the
Otay Water District to prevent contamination of the water supply. In 2006, 29 percent had “not
much” or “no confidence”. In 2005, that percentage was 22 percent in contrast to the 4 percent
lack of trust in 2009.
• Asian-Americans tend to have more trust than do African-Americans, Latinos, and
Whites in the ability of the Otay Water District to provide clean, safe water for its
customers (means: Asians = 2.6; Blacks = 1.9; Latinos = 2.0; and Whites = 2.1, on a
scale where 1 = a great deal of trust, 2 = a good amount of trust, 3 = some trust, and 4 =
not much trust at all).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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1%3%
28%
40%
28%
1%
4%
23%
42%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20082009
Chart 3
Trust in Ability of Otay Water District to Provide Clean, Safe Water
Great Deal of Trust
Good Amount of Trust
Some Trust
Not Much Trust
No Trust at All
In 2006 and 2005, respondents were asked about their confidence in Otay Water District to prevent contamination of water supply. In 2006, 29% had "not
much" or "no" confidence. In 2005, that percentage was 22%. It should also be noted that there was only one clearly positive option in those surveys,
skipping from "great deal of confidence" to "some confidence."
Chart 4 shows that nearly two-fifths (39 percent) of customers have either a great deal of trust
(10 percent) or a good amount of trust (29 percent) in the ability of the Otay Water District to
obtain water at reasonable prices. Nearly one quarter of customers lack trust in the District’s
ability to provide water at reasonable prices – not much trust (17 percent) and no trust at all (6
percent).
• Females tend to have more trust than do males in the ability of the Otay Water District to
provide water at a reasonable price (means: female = 2.7; male = 3.0, on a scale where 1
= a great deal of trust, 2 = a good amount of trust, 3 = some trust, 4 = not much trust, and
5 = no trust at all.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Chart 4
Trust in Otay Water District to Obtain Water at Reasonable Price
Great Deal of Trust, 10%
Good Amount of Trust,
29%
Some Trust, 38%
Not Much Trust, 17%
No Trust at All, 6%
Chart 5 indicates that 17 percent of customers have called the Otay Water District for service or
help in the past 6 months. This is consistent with the call rate in the 2006 survey but a substantial
increase from the 2008 survey where only 10 percent of customers called the District for service
or help. In 2005, 19 percent of customers called the District for help over a 12 month period.
Among the 17 percent who called for service in 2009, 82 percent indicated that their service was
either excellent (39 percent), very good (25 percent), or good (18 percent) (Chart 6). This is
consistent with the satisfaction levels in the 2005, 2006, and 2008 surveys. For example, in 2006,
84 percent of those who made calls for service rated their service as either excellent or good. It
should be noted that in the 2009 survey, the “very good” option was provided to respondents for
the first time.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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17%
10%
18%
19%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2005200620082009
Chart 5
Percentage Who Have Called Otay Water District for Service/Help
in Past Six Months
2005
question
asked
about
past 12
months
41%47%8%2%2%
51%33%9% 7%
56%26%9% 6%3%
39% 25%18%10% 8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 6
Satisfaction with Customer Service
(among 17% who had called for service)
Excellent
Very Good
Good
Fair
Poor
Unsure
2009: First year with "very good" option
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
12
Water Rates and Motivation to Conserve Water
SUMMARY: Customers (71 percent) perceive that there has been an upward trend in
water rates. Customers in the 2005, 2006, and 2008 surveys perceived an upward trend
as well but not nearly to the extent as the customers in the current survey do. Nearly
two-thirds (66 percent) of customers indicate that this upward trend in water rates has
motivated them to conserve water. This represents a slight increase among those who
were so motivated in 2008. Among those motivated to conserve water, nearly one-
fourth (24 percent) spend less time watering outdoors and over one-fifth (21 percent)
take shorter showers.
An additional 26 percent of customers (beyond those who have already taken steps to
conserve) would begin to conserve water if rates were to increase further. These steps
would include taking shorter showers, spending less time watering outdoors, and
installing water saving fixtures.
Chart 7 indicates that 71 percent of respondents believe that water rates have increased over the
past year and 22 percent think that rates have stayed the same. A substantially smaller percentage
of customers in the 2005, 2006, and 2008 surveys thought that water rates increased than did the
customers in the 2009 survey. For example, in 2005, 33 percent thought water rates increased; in
2008, 51 percent thought rates increased – 20 percent less than the comparable percentage in the
current survey. It is also noteworthy that the percentage of respondents, who are not sure, has
steadily declined since the 2005 survey from 34 percent to 5 percent in 2009.
The following relationships, related to changes in water rates, are significant:
• Homeowners (72 percent) are more likely to believe that water rates have increased in the
past year than are renters (57 percent).
Among those, who think that water rates have increased, two-thirds (66 percent) indicate that
these higher rates have motivated them to conserve water. This represents a 5 percent increase
among those who were so motivated to conserve in the 2008 survey. It is noteworthy that this 5
percent increase moved from the “not sure” category (7 percent “not sure” about higher water
rates motivating conservation in 2008 to 2 percent “not sure” in 2009) (Chart 8).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
13
34%
3%
30%
33%
23%
1%
30%
46%
13%
4%
32%
51%
5%
2%22%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
2005
2006
2008
2009
Chart 7
Trend in Water Rates--Past Year
Gone Up
Stayed About the Same
Gone Down
Not Sure
66%
61%
32%32%
2%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Not Sure
Chart 8
Higher Water Rates Have Motivated Conservation
(among 71% who believe that rates have increased)
2009
2008
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
14
Chart 9 shows that among the 66 percent of customers who indicate that higher water rates have
motivated them to conserve water, during the past 6 months, nearly one-fourth (24 percent) spent
less time watering outdoors and over one-fifth (21 percent) took shorter showers. A smaller
percentage of customers washed only full loads of dishes and clothes and watered outdoors fewer
days per week – each 10 percent.
The following relationships, associated with conserving water, are significant:
• Customers whose preferred language of interview is English are more likely to conserve
water by taking shorter showers and by washing full loads of dishes and clothes than are
customers whose preferred language of interview is Spanish (English: showers -- 21
percent and dishes/clothes – 8 percent; Spanish: showers—13 percent and dishes/clothes
– 0 percent).
• In an effort to conserve water, customers whose preferred language of interview is
English (27 percent) are more likely to spend less time watering outdoors than are
customers whose preferred language of interview is Spanish (3 percent).
• Collecting and reusing water is particularly high among Spanish speaking interviewees
(38 percent).
Chart 9
Major Water Conservation Steps Undertaken in Past Six Months
(by 66% who indicate that higher rates have motivated conservation)
Shorter Showers
21%
Fewer Days per Week
Watering Outdoors
10%
Wash Only Full Loads of
Dishes and Clothes
10%
Other
20%
Irrigate Early in Morning or
Late at Night
2%
Replaced Turf with Low
Water Plants
2%
Fix Indoor Leaks
2%
Fix Outdoor Leaks
1%
Check Soil Moisture Before
Watering
1%Less Car Washing
1%
Wash Dishes by Hand
1%
Other
2%
Let Landscape/Lawn Die
7%
Less Time Watering
Outdoors
24%
Collect and Reuse
2%
New Water Saving Fixtures
2%
Purchase High-Efficiency
Clothes Washer
2%
Upgrade Irrigation System
2%
Do Not Allow Water to Run
8%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
15
An additional 26 percent of customers (beyond those who have already taken steps to conserve)
would begin to conserve water if rates were to increase further. Chart 10 indicates that these
customers would begin to take shorter showers (18 percent), spend less time watering outdoors
(17 percent), and install water saving fixtures (17 percent).
• If water rates increase beyond their current levels, whites (58 percent) are less likely than
Asians (72 percent), Blacks (77 percent), and Latinos (77 percent) to be motivated to
conserve water.
Chart 10
Major Conservation Steps to be Taken if Rates Increase Further
(additional 26% beyond those who have already conserved)
Shorter Showers, 18%Less Time Watering
Outdoors, 17%
New Water Saving Fixtures,
15%
Wash Only Full Loads of
Dishes and Clothes, 11%
Replaced Turf with Low Water
Plants, 6%
Fewer Days per Week
Watering Outdoors, 6%
Let Landscape/Lawn Die, 4%
Do Not Allow Water to Run,
4%
Other, 3%
Use Broom Instead of Hose
on Paved Areas, 1%
Replace Grass with Synthetic
Turf, 1%
Flush Toilets Less Often, 1%
Use Well Water, 1%
Purchase High-Efficiency
Clothes Washer, 3%
Upgrade Irrigation System,
2%
Fix Indoor Leaks, 2%
Less Car Washing, 1%
Collect and Reuse, 1%Other, 19%
Irrigate Early in Morning or
Late at Night, 3%
Other Water Conservation Issues
SUMMARY Regarding their level of interest in conserving water, 60 percent of Otay
Water District customers characterize their level of interest as high and 35 percent as
moderate. This level of interest is consistent with the level of interest portrayed in the
2008 survey and it is higher than the level of interest expressed in the 2005 and 2006
surveys. When asked how their awareness of water conservation had changed during
the past year, 63 percent indicate that it had increased. The level of awareness of water
conservation has increased substantially over the previous survey periods of 2005,
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
16
2006, and 2008, as would be consistent with the increased publicity that has
accompanied water supply issues.
Over four fifths (81 percent) of customers have some landscaping area for which their
household is responsible. This is consistent with the findings of the overall average
from the 2008, 2006, and 2005 surveys. Among those with landscaping, 1 percent of
the respondents has a weather-based controller – a decline of 5 percent from the 2008
survey finding. Over three-fourths of customers (77 percent) have automatic sprinkler
systems (a decline from 84 percent in the 2008 survey). Those with automatic sprinkler
systems adjusted them an average of 4.1 times during the past year. These findings,
related to automatic sprinkler systems, are consistent with the 2006 and 2008 surveys.
Nearly one half (48 percent) of respondents have seen or heard of the Water
Conservation Garden at Cuyamaca College and 28 percent have actually visited it.
This is largely consistent with the visiting patterns found in the 2005, 2006, and 2008
surveys with a slight increase in visitation each survey year. Over three fifths (61
percent) of those who visited the Cuyamaca Garden made changes to their landscaping
that resulted from that visit. This represents a substantial increase among visitors who
made changes to their watering and landscaping practices in 2005, 2006, and 2008.
Among those who made changes, over half (54 percent) changed their landscaping to
include plants that are water wise and drought tolerant. Another 17 percent adjusted
their sprinklers and/or reduced outdoor water use.
Awareness and Interest in Conservation: A series of questions was posed to residents of the
Otay Water District service area concerning interest and awareness of water conservation.
Respondents were asked about their level of interest in conserving water with no indication about
whether this question pertained to indoor or outdoor usage – 60 percent of households
characterized their level of interest as high, 35 percent as moderate, 4 percent as low, and another
1 percent has no interest. This level of interest is consistent with the level of interest portrayed in
the 2008 survey. Both the 2009 and 2008 surveys represent a higher level of interest than was
expressed in the 2005 survey (40 percent expressed high interest) and in the 2006 survey (45
percent expressed high interest --Chart 11).
• Interest in conserving water is particularly low in the lower income category (under
$25,000 – 83 percent).
• Interest in conserving water increases significantly after the age of 25 (means: 18-24 =
2.5; 25-34 = 1.6; 35-44 = 1.4; 45-54 = 1.5; 55-64 = 1.4; and 65 and above = 1.4, on a
scale where 1 = high level of interest, 2 = moderate interest, 3 = low level of interest, and
4 = no interest at all).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
17
1%4%
35%
60%
3%3%
36%
58%
2%
7%
46%
45%
1%
6%
53%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005200620082009
Chart 11
Household's Level of Interest in Conserving Water
High Interest
Moderate Interest
Low Interest
No Interest
When asked how their awareness of water conservation had changed during the past year, over
three-fifths (63 percent) indicate that it had increased while 28 percent said that it had remained
the same (Chart 12). The level of awareness has increased substantially over the previous
surveys (52 percent felt that their awareness of water conservation increased in 2008; this
awareness-related percentage was 34 percent in 2006 and only 26 percent in 2005.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
18
26% 61% 4% 9%
34% 61% 5%
52% 39% 5%4%
63% 28% 7% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 12
Household's Awareness of Water Conservation During Past Year
Increasing
Stay the Same
Decreasing
Not Sure
Landscape: Chart 13 indicates that 81 percent of customers have some landscaping area for
which their household is responsible. This is consistent with the findings of the 2008 survey and
with the overall mean since the 2005 survey of 72 percent.
The following relationships, associated with responsibility for outdoor landscaping, are
significant:
• Homeowners (83 percent) are more likely to have outdoor landscaping for which
someone in the household is responsible than are renters (61 percent).
• Homeowners (89 percent) are more likely to have landscaping that includes a lawn than
are renters (77 percent).
• Responsibility for outdoor landscaping increases with income (under $50,000 – 67
percent; $50,000 and above – 86 percent).
• Responsibility for outdoor landscaping increases with education (63 percent for
customers with a high school education or less versus 86 percent for customers with one
year of college or more).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
19
79% 5% 16%
64% 7% 29%
74% 10% 16%
72% 9% 19%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 13
Landscaping/Lawn
Landscaping Responsibility and Lawn
Landscaping Responsibility and No Lawn
No Landscaping Responsibility
In Chart 14, it is demonstrated that 1 percent of the respondents has a weather-based controller
and 76 percent have automatic sprinklers. This finding represents a decline of 5 percent among
those who had a weather-based controller in 2008 and also a decline in those who indicated they
had automatic sprinklers (77 percent in 2009 and 84 percent in the 2008 survey). Those who
adjust their automatic controller do so an average of 4.1 times per year, and this is consistent with
the number of times respondents adjusted their sprinklers in 2008 (4.4 times per year).
The following subgroups are more likely to have automatically controlled sprinkler systems:
• Homeowners (80 percent) versus renters (35 percent).
• Customers whose preferred language of interview is English (78 percent) versus
customers whose preferred language of interview is Spanish (42 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
20
1% 34% 29% 10% 3%23%
5% 18% 15% 23% 13% 1%25%
6% 17% 22% 31% 2%6%16%
1%14% 18% 28% 14% 2%23%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 14
Automatic Sprinkler System Adjustments
Have Weather-Based Controller
Automatic Controller--Adjusted 7 or
More Times/Year
Automatic Controller--Adjusted 4-6
Times/Year
Automatic Controller--Adjusted 1-3Times/Year
Automatic Controller--Never
Adjusted
Automatic Controller--Unsure aboutNumber of Adjustments
No Automatic Controller
2005: No "7 or more" category. Highest category was "4 or more."
Cuyamaca College Water Conservation Garden: The Water Conservation Garden is located
at Cuyamaca College in El Cajon. The Garden demonstrates various drought resistant and water
efficient plants in an attractive and educational environment. Respondents were asked if they had
ever seen or heard about the Garden and 48 percent responded in a positive fashion; 28 percent of
all respondents have, in fact, visited the Garden. This is largely consistent with the visiting
patterns found in the 2005, 2006, and 2008 surveys with a slight increase in cumulative visitation
(6 percent) from 2008 to 2009 (Chart 15).
The following subgroups are more likely to have heard or seen something about the Water
Conservation Garden:
• Homeowners (51 percent) versus renters (14 percent).
• Whites (63 percent) versus Asians (36 percent), Latinos (29 percent), and Blacks (22
percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
21
• Customers with fewer children (3 or fewer children – 58 percent; 4 or more children – 35
percent).
• Having information about the Water Conservation Garden increases with education (one
year of college or more – 53 percent); high school education or less – 23 percent).
• Having information about the Water Conservation Garden increases with age (44 years of
age and older – 53 percent; 44 years of age and younger – 34 percent).
19% 26% 55%
20% 27% 53%
22% 22% 56%
28% 20% 52%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 15
Heard of/Seen and/or Visited Cuyamaca College Water Conservation Garden
Heard of and Visited
Conservation Garden
Heard of but Not Visited
Never Heard of or Seen
Chart 16 shows that over three fifths (61 percent) of those who visited the Water Conservation
Garden made changes to their landscaping that resulted from that visit. This represents a
substantial increase among visitors who made changes to their watering and landscaping practices
in 2005 (45 percent), 2006 (50 percent), and 2008 (48 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
22
45% 54%1%
50% 47% 3%
48% 49% 3%
61% 39%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 16
Changes Made to Watering/Landscaping Practices
as a Result of Visiting Conservation Garden
(among 27% who had visited)
Yes
No
Unsure
Chart 17 indicates the changes made by visitors of the Water Conservation Garden. Over half
(54 percent) changed their landscaping to include plants that are waterwise and drought tolerant.
Another 17 percent adjusted their sprinklers and/or reduced outdoor water use. In the 2006
survey, a similar pattern of response was obtained.
• Customers with outdoor landscaping for which they are responsible are more likely to
make changes in their landscaping as a result of visiting the Cuyamaca College Water
Conservation Garden (68 percent versus 23 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
23
Chart 17
Most Significant Change Made as a Result of Visiting Garden
(among those who made changes (61% of the 27% who had visited = 16% of all residential customers)
Adjusted
Sprinkers/Reduced
Outdoor Water Use, 17%
Changed Plants to
Waterwise/Drought
Tolerant, 54%
Replaced Turf with Low
Water Plants, 9%
Let Landscape/Lawn
Die, 6%Increased Knowledge
Gained, 4%
Upgraded Irrigation
System, 4%
Increased Monitoring of
Usage, 2%
Other, 14%
New Water Saving
Fixtures, 2%
Check Soil Moisture
Before Watering, 2%
In 2006, there were only 23 responses to this question, with a similar response pattern of 57%
waterwise/drought-tolerant plants, 17% lawn/landscape removal, 13% sprinkler and watering adjustments,
and 9% upgraded irrigation system.
Water Shortage
SUMMARY: Eighty-five percent of customers recall seeing/hearing messages about
current water shortages. This is consistent with the findings of the 2008 survey.
Nearly one-third of customers (32 percent) believe that the single major cause of the
water shortage is less rain in San Diego than normal and another 21 percent attribute
the water shortage to population growth. Over three-fifths (63 percent) of customers
plan to reduce water usage as a result of the water shortage. Among those who plan a
reduction in water usage, the mean planned reduction is 14 percent. These customers
largely plan to reduce water usage by spending less time watering outdoors (21
percent) and taking shorter showers (19 percent).
Chart 18 demonstrates that 85 percent of customers recall seeing/hearing messages about current
water shortages. This is quite consistent with the findings in the 2008 survey. Nearly one-third
(32 percent) of customers indicate that they believe that the single major cause of the water
shortage is less rain in San Diego than normal and another 21 percent attribute the water shortage
to population growth (Chart 19).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
24
The following subgroups are more likely to recall seeing or hearing messages about the current
water supply shortage:
• Homeowners (87 percent) versus renters (64 percent).
• Asians (96 percent) and Whites (92 percent) versus Blacks (83 percent) and Latinos (73
percent).
• Customers whose preferred language of interview is English (84 percent) versus
customers whose preferred language of interview is Spanish (54 percent).
Yes, 85%
No, 15%
Yes, 84%
No, 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
20082009
Chart 18
Recall Seeing/Hearing Messages about Current Water Shortage
(2008 question: "drought" instead of "water shortage")
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
25
Chart 19
Single Major Cause of Water Shortage
Less Rain in SD than
Normal, 32%
Population Growth, 21%
Overuse by Individuals, 6%
Climate Change, 5%
Less Water in Rivers than
Planned, 5%
Less Snowfall in
Mountains, 4%
Politics, 3%
Court Ordered Cutbacks,
3%
Environmentalists, 2%
Not Enough Storage, 1%
Poor Planning and
Management, 1%
Leaks in Pipes, 1%
Evaporation, 1%
Other , 3%
Unsure, 12%
Other, 21%
Chart 20 shows that over three-fifths (63 percent) of customers plan to reduce water usage as a
result of the water shortage. Among those who plan to reduce their water usage, nearly one-fifth
(19 percent) plan a reduction of 20 to 30 percent, nearly one-half (47 percent) plan a reduction of
10 to 20 percent, and another 19 percent plan a reduction in water usage of less than 10 percent.
The mean planned reduction in water usage is 14 percent (Chart 21).
The following subgroups are more likely to plan to reduce their water consumption as a result of
the knowledge that there is a water shortage:
• Customers 54 years of age and younger (76 percent) versus older customers 55 years of
age and older (52 percent).
• Blacks (89 percent) and Latinos (81 percent) versus Whites (57 percent).
• Customers with annual incomes of $25,000 or more (75 percent) versus lower income
customers who earn under $25,000 (53 percent).
• Customers with a greater number of children (3 or more children – 74 percent; 2 or fewer
children – 50 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
26
Chart 20
Plan to Reduce Water Usage Because of Shortage
Yes, 63%
No, 34%
Unsure, 3%
Chart 21
Percentage Water Usage Reduction Planned Because of Water Shortage
(among 63% who plan to reduce-----mean = 14%)
20% but less than 30%,
19%
10% but less than 20%,
47%
Less than 10%, 19%
Unsure, 7%
30% but less than 50%,
5%
50% or More, 3%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
27
Chart 22 indicates the conservation measures to be undertaken to reduce water usage because of
the shortage. Over one-fifth (21 percent) plan to spend less time watering outdoors and 19
percent plan to take shorter showers. Other water reduction measures include watering outdoors
fewer days per week and washing only full loads of dishes and clothes – 9 percent each.
Chart 22
Conservation Steps to be Undertaken
to Achieve Reduction in Response to Water Shortage
(among 63% who plan to reduce water usage)
Shorter Showers, 19%
Fewer Days per Week
Watering Outdoors, 9%
Wash Only Full Loads of
Dishes and Clothes, 9%
Do Not Allow Water to Run,
7%
Other, 6%
Less Time Watering
Outdoors, 21%
Replaced Turf with Low
Water Plants, 2%
Use Broom Instead of Hose
on Paved Areas, 2%
Fix Indoor Leaks, 2%
Replace Grass with
Synthetic Turf, 1%
Less Car Washing, 1%
Check Soil Moisture Before
Watering, 1%
Let Landscape/Lawn Die,
7%
Collect and Reuse, 4%
Irrigate Early in Morning or
Late at Night, 3%
Fix Outdoor Leaks, 1%
Other, 21%
New Water Saving Fixtures,
2%
Purchase High-Efficiency
Clothes Washer, 2%
Upgrade Irrigation System,
1%
Smart Meters
SUMMARY: Over one-half (56 percent) of customers see smart meters as potentially
useful. Among those who see the smart meter as useful, the dominant majority desire
information about leaks (98 percent) and they wish to be notified when their water
usage is about to trigger an increased rate (96 percent). Those interested in these
smart meters largely prefer to receive meter information on the computer (70 percent).
Among those who find the smart meter potentially useful, 17 percent would pay extra
per month to obtain this information. They would be willing to pay an additional mean
monthly amount of $6.00.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
28
The Otay Water District is exploring the possibility of installing smart water meters what will
enable consumers to view and monitor their actual water consumption. Chart 23 shows that well
over half (56 percent) of the customers see smart meters as potentially useful. Among those who
see the smart meter as useful, the dominant majority desire information about leaks (98 percent)
and they wish to be notified that their water usage is about to trigger an increased rate (96
percent). The smart meter is seen as less useful to monitor water usage several times per day (60
percent) (Chart 24).
The following subgroups would find the installation of smart meters to be particularly useful:
• Females (65 percent) versus males (53 percent).
• Asians (86 percent) and Latinos (70 percent) versus Whites (54 percent).
Chart 23
Smart Meter Seen as Useful
Yes, 56%
No, 39%
Unsure, 5%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
29
Yes, 60% No, 38%Unsure, 2%
Yes, 81%No, 17%Unsure, 2%
Yes, 87%No, 9%Unsure, 4%
Yes, 96%No, 3%
Unsure, 1%
Yes, 98% No, 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Monitor Overall Water Usage
Several Times per Day
Monitor Overall Daily Water
Usage
View and Compare
Charts/Graphs of Water Usage
over Time
Notified that Usage is About to
Trigger Increased Rate
Informed about Leaks
Chart 24
Information Desired from Smart Meter
(among 56% who indicate smart meter to be useful)
Chart 25 indicates that, among those who see the smart meter as useful, the preferred method to
receive smart meter information is predominantly on the computer (70 percent). Another 15
percent prefer to receive this information by postal mail. Chart 26 shows that, among those who
would find smart meters useful, 17 percent would pay extra per month for the ability to obtain
this information. The mean monthly additional fee, among those who would pay extra, is $6.00.
The following subgroups are more likely to prefer to review information derived from smart
meters on their computer:
• More educated customers are more likely to prefer to review smart meter information on
their computer (one year of college or more – 82 percent; high school education or less –
62 percent).
• Younger customers are more likely to prefer the computer to conduct this information
review (54 years of age and younger – 85 percent; 55 years of age and older – 67
percent).
• Higher income customers are more likely to prefer using the computer to review smart
meter readings ($50,000 or more – 85 percent; under $50,000 – 52 percent).
• Customers whose preferred language of interview is English (81 percent) are more likely
to prefer the use of the computer to read information from smart meters than are
customers whose preferred language of interview is Spanish (29 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
30
Chart 25
Preferred Method to Receive Smart Meter Information
By Mail, 15%
On Computer, 70%
With Water Bill, 2%
Meter Installed in House,
1%By Telephone, 1%Unsure, 11%
Chart 26
Pay Extra per Month for Smart Meter?
Yes, 17%
No, 77%
Unsure, 6%
Mean monthly additional fee among 17% = $6
2/3 responded = $5
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
31
Written Communication, Publications, and Website
SUMMARY: Over one-third of customers have an interest in receiving their monthly
bill from the Otay Water District by e-mail instead of the postal service. This
represents a substantial increase from the 2008 survey findings. Readership of the
monthly newsletter and bill inserts has increased from 2008 levels. Readership of the
annual Consumer Confidence Report has also increased from the levels found in the
2008 survey. These increases are likely attributable to increased water rates and
awareness of shortages. Nearly three-fourths of customers (73 percent) do not think it
is important that written materials that are sent by the Otay Water District be available
in Spanish. This finding is generally consistent with the 2008 survey.
Nearly one third (32 percent) of customers have visited the Otay Water District website.
This represents a steady increase in visitation since 2005. Website visitors give the
website above average ratings but the current ratings represent a decline from previous
survey periods.
Written Communication and Publications: Chart 27 shows that over one-third (35 percent) of
customers have an interest in receiving their monthly bill from the Otay Water District by e-mail
instead of the postal service. This represents a substantial increase from the 2008 survey where
only 24 percent of customers indicated an interest in the use of e-mail.
Yes , 24% No, 74% Unsure, 2%
Yes , 35% No, 62%Unsure, 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2008
2009
Chart 27
Interest in Receiving Monthly Bill from Otay Water District by e-mail
Instead of Postal Service
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
32
Chart 28 shows that 31 percent of customers always read the newsletter or bill inserts that come
in the mail with the monthly water bill, 16 percent read these materials most months, and another
31 percent read them sometimes, leaving 21 percent who never read the newsletter or bill inserts.
This readership pattern represents an increase in readership from the 2008 survey. For example,
those who read these materials every month and most months increased from 31 percent in 2008
to 48 percent in 2009. Also, the percentage of customers, who never read the newsletter or bill
inserts, decreased by 6 percent over the 2008 survey (27 percent in 2008 to 21 percent in 2009).
32%
16%
31%
21%
16%15%
42%
27%
22%
26%
32%
20%
12%
18%
41%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2005200620082009
Chart 28
Read Newsletter or Bill Inserts
Every Time
Most Times
Sometimes
Never
The annual Consumer Confidence Report is read by 42 percent of Otay Water District customers
(Chart 29). This readership has increased by 12 percent from the levels found in the 2008 survey
(30 percent in 2008 to 42 percent in 2009). The 2009 readership patterns are closer to, but still
higher than, the patterns portrayed in the 2005 and 2006 surveys where 38 percent of customers
indicated that they read the annual Consumer Confidence Report.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
33
The following subgroups are more likely to read the annual Consumer Confidence Report:
• Whites (56 percent) versus Latinos (30 percent), Asians (26 percent), and Blacks (11
percent).
• Longer term residents of the Otay Water District (21 years or more – 55 percent; 20 or
fewer years – 37 percent).
• Older residents who are 65 years of age and older (63 percent) versus those who are 64
years of age and younger (42 percent).
• Customers with a higher level of education (Bachelor’s or more education – 52 percent;
less than a Bachelor’s degree – 32 percent).
• Customers with smaller family sizes (1 or 2 children – 54 percent; 3 or more children –
35 percent).
• Customers whose preferred language of interview is English (43 percent) versus
customers whose preferred language of interview is Spanish (15 percent).
Yes , 42%
No, 58%
Yes , 30%
No, 70%
Yes , 38%
No, 62%
Yes , 38%
No, 62%
0%
10%
20%
30%
40%
50%
60%
70%
2005200620082009
Chart 29
Ever Read Annual Consumer Confidence Report?
Almost three-fourths of all respondents (73 percent) do not think it is important that other written
materials that are sent by the Otay Water District be available in Spanish. This finding is
generally consistent with the 2008 survey with the exception that in 2009 customers expressed
greater certainty. For example, in the current survey, only 1 percent is not sure if Spanish should
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
34
be used while in 2008, 9 percent were unsure about the use of Spanish. Also, it should be noted
that the 2008 survey asked specifically if Spanish should be used in the Newsletter and annual
Consumer Confidence Report as opposed to simply other material (Chart 30).
The following subgroups are likely to feel it is important for the Otay Water District to provide
materials in Spanish:
• Renters (46 percent) versus homeowners (24 percent).
• Latinos (63 percent) versus Asians (22 percent), Blacks (22 percent), and Whites (13
percent).
• Customers with 5 or more children (55 percent) versus those with 4 or fewer children (19
percent).
• Customers with a lower level of education (high school education or less – 41 percent;
one year of college or more – 24 percent).
• Customers with lower incomes (less than $50,000 – 46 percent; $50,000 or more – 23
percent).
• Customers whose preferred language of interview is Spanish (85 percent) versus
customers whose preferred language of interview is English (23 percent).
Yes, 26%
No, 73%
Unsure, 1%
Yes, 20%
No, 71%
Unsure, 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
20082009
Chart 30
Important for Other Materials to be in Spanish?
2008: Question
pertained to
Newsletter and
Consumer
Confidence
Report in
contrast to 2009
regarding other
materials
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
35
Website: Chart 31 shows that nearly one-third (32 percent) of customers have visited the Otay
Water District website. This represents a steady increase in visitation since 2005. For example,
in 2005, 19 percent visited the website, 21 percent visited the website in 2006 and in 2008, the
visitation rate was 27 percent. This trend can be partially explained by the increase in the
availability of Internet access. For example, since 2006, the percentage of customers who do not
have access to the Internet has declined from 26 percent to 11 percent in 2009.
The following subgroups are more likely to have visited the Otay Water District website:
• Younger customers who are 44 years of age and younger (53 percent) versus customers
who are 45 years of age and older (25 percent).
• Customers with higher annual incomes ($50,000 or more – 37 percent; less than $50,000
– 20 percent).
• Customers with a greater level of education (one year of college or more – 35 percent;
high school education or less – 19 percent).
19% 71% 10%
21% 53% 26%
27% 57% 16%
32% 57% 11%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 31
Visited Otay Water District Website
Have Visited Website
Have Internet Access But Have Not VisitedWebsite
Do Not Have Access to the Internet
Chart 32 indicates that website visitors give the Otay Water District website above average
ratings – 56 percent excellent or good, 30 percent fair, and 7 percent poor. These ratings do,
however, represent a decline from previous survey periods. For example, in 2006 and 2008, 75
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
36
percent of website visitors rated the website as excellent or good. Among those customers with
Internet access, 79 percent use cable as their mode of access. Another 13 percent use DSL as
their access mode (Chart 33).
19% 48% 15% 1% 17%
20% 55% 14% 3% 8%
21% 54% 12% 12%
7% 49% 30% 7% 7%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 32
Rating of Otay Water District Website
(among 32% who had visited website)
Excellent
Good
Fair
Poor
Unsure
• Older residents are more likely to use cable as their mode of Internet access than are
younger residents (45 years of age and older – 86 percent; 44 years of age and younger –
72 percent).
Alternative Water Supplies: Recycling and Desalination
SUMMARY: Using recycled water to water residential front lawns is favored by 90
percent of customers. This is consistent with the 2008 survey but it represents a greater
level of support than what was expressed in the 2005 and 2006 surveys. Customers
support the use of recycled water for watering landscape along freeways, open space,
parks, and golf courses even more so than they do for front lawns - 95 percent in favor.
This finding is consistent with the 2005, 2006, and 2008 surveys.
Customers feel that desalination as a means of maintaining a reliable water supply is
either very important (65 percent) or somewhat important (21 percent). Among the 86
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
37
percent who indicate that desalination is important, nearly three fifths (59 percent)
favor an international agreement with Mexico to develop water supplies from seawater
desalination.
Chart 33
Internet Access Mode
(among 89% with Internet access)
Cable, 79%
DSL, 13%
Satellite, 2%
Dial-Up, 1%
Other, 2%
Unsure, 3%
Recycling: Respondents support the use of recycled water for watering residential front lawns –
90 percent either strongly favor (78 percent) or somewhat favor (12 percent) such use of recycled
water (Chart 34). While the 2009 and 2008 surveys are both supportive of using recycled water
for watering front lawns, the 2009 survey shows somewhat less favor and somewhat more
opposition. Both the 2008 and 2009 surveys are much more supportive of using recycled water to
water front lawns than are the 2005 and 2006 surveys.
• Customers who favor using recycled water for watering residential front lawns are more
likely to have outdoor landscaping for which they are responsible (94 percent versus 88
percent)
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
38
63% 19% 4%3% 11%
46% 35% 7% 5% 7%
76% 20%
2%
2%
78% 12% 3% 5% 2%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 34
Favor/Oppose Using Recycled Water for Watering Residential Front Lawns
Strongly Favor
Somewhat Favor
Somewhat Oppose
Strongly Oppose
Unsure
Chart 35 indicates that respondents support the use of recycled water for watering landscape
along freeways, open space, parks, and golf courses even more so than they do for front lawns. In
2009, 95 percent either strongly favor (86 percent) or somewhat favor (9 percent) the use of
recycled water to water freeway landscape and open space. This finding is quite consistent with
the 2005, 2006, and 2008 surveys.
Customers who favor using recycled water for watering landscape along freeways, open space,
parks, and golf courses are characterized as follows:
• Homeowners (89 percent) versus renters (71 percent).
• Customers responsible for outdoor landscaping (98 percent versus 89 percent).
Desalination: Chart 36 shows that 86 percent of customers feel that desalination as a means of
maintaining a reliable water supply is either very important (65 percent) or somewhat important
(21 percent).
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
39
85% 11%
1%
1%
2%
65% 28%
2%
3%2%
82% 18%
86% 9%
1%
3%1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 35
Favor/Oppose Using Recycled Water for Watering Landscape along Freeways,
Open Space, Parks, and Golf Courses
Strongly Favor
Somewhat Favor
Somewhat Oppose
Strongly Oppose
Unsure
Chart 36
Importance of Desalination for Maintaining Reliable Water Supply
Very Important, 65%
Somewhat Important,
21%
Not Very Important, 3%
Not at All Important,
3%
Unsure, 8%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
40
Among the 86 percent who responded that desalination is important, 59 percent favor an
international agreement with Mexico to develop additional water supplies from seawater
desalination (Chart 37). In 2006, all survey respondents were asked if they would favor an
international agreement with Mexico to develop and maintain additional supplies of water. At
that time, respondents were 45 percent in favor – 14 percent less support for an international
agreement with Mexico than in the 2009 survey—again likely driven by shortages and price
increases.
• Customers whose preferred language of interview is Spanish (77 percent) favor
international agreements with Mexico more so than do customers whose preferred
language of interview is English (58 percent).
Chart 37
Favor International Agreement with Mexico to Develop Additional Water Supplies
from Seawater Desalination?
(among 86% who responded that desalination is important)
Yes, 59%
No, 35%
Unsure, 6%
In 2006, all survey respondents were asked if they would favor an international agreement with Mexico to
develop and maintain additional supplies of water. Respondents were 45% in favor, 42% opposed and 13%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
41
Chart 38 indicates the reasons for opposition to an international agreement with Mexico for
developing seawater desalination. These reasons are expressed by those who feel desalination is
important but either do not support an agreement with Mexico (35 percent) or are unsure about
such an agreement (6 percent). About two thirds (68 percent) indicate a lack of trust in Mexican
water and/or the Mexican government. Another 18 percent feel that desalination plants should be
established in the United States where domestic jobs can be created.
• Females (85 percent) have less trust in the Mexican government and/or in Mexican water
than do males (51 percent).
Chart 38
Reason Not in Favor of International Agreement
with Mexico for Desalinated Seawater
(Among Those Not in Favor or Unsure of International Agreement = 41% of 86% who find desalination to be
important--35% of all respondents)
Do Not Trust Mexican
Water/Mexican
Govt/Mexico, 68%
Put Plant in U.S./Create
U.S. Jobs, 18%
Environmental Damage,
4%
Water Needed More in
Mexico than in U.S., 3%
Need More Information,
3%
Mexico Will Not
Contribute Fair Share,
1%
Will Damage Pipes, 1%
OK for Lawns Only, 1%
Import More Water from
Northern California, 1%
Other, 14%
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
42
Comparative Rating of Utilities
SUMMARY: Otay Water District Customers rate water as the utility with the best
value for the money paid by customers followed by trash collection. This represents a
reversal from the findings of the 2008 survey where trash collection was first and water
utilities was second. Using a composite ranking that takes first, second, and third
rankings for each utility into account, water remains the utility with the best value (as
it was in 2008) followed closely by gas and electric and trash collection. Other utilities
are far behind these top three by comparison.
Chart 39 indicates that 25 percent of Otay Water District customers rate water as the utility with
the best value for the money paid. Trash collection (21 percent) and gas and electric (15 percent)
follow water in perceived value. This represents a reversal from the 2008 ratings where trash
collection was rated as the utility with the best value followed by water.
• Customers who have outdoor landscaping for which they are responsible tend to rate
water as the best value for the amount of money they pay for utilities (26 percent versus
20 percent).
• Customers who do not have outdoor landscaping for which they are responsible tend to
rate gas and electricity as the best value (23 percent versus 13 percent).
25%
27%
21%
34%
15%15%
9%
7%7%
6%7%
5%
4%4%
12%
2%
0%
5%
10%
15%
20%
25%
30%
35%
Water Trash
Collection
Gas &
Electric
Telephone Internet
Access
Cable TV Sewer Unsure
Chart 39
Utility Cited as Best Value by Otay Water District Customers
2009
2008
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
43
Chart 40 further analyzes the customers’ ratings regarding the utility with the best value by
accounting for second and third rankings. Using a composite ranking that takes first, second, and
third rankings for each utility into account, water remains the utility with the best value followed
closely by gas and electric and trash collection. Other utilities are far behind by comparison. This
is generally consistent with the 2008 weighted utility rankings, with trash collection experiencing
a comparative decline.
23%
27%
19%
17%18%
25%
13%
10%10%
8%
10%
7%7%6%
0%
5%
10%
15%
20%
25%
30%
Water Gas &
Electric
Trash
Collection
Telephone Internet
Access
Cable TV Sewer
Chart 40
Weighted Ranking of Utilities for Best Value
Utilities ranked 1-2-3 and tallied 3 points for first, 2 points for second, and 1 point for third
2009
2008
Conclusions
There are strong indications of support for the work of the Otay Water District and the
importance of water among all utilities from the District’s customer base. The results of the 2009
survey continue to show that this strength. For example, in the current survey, water is rated as
the best value for the money paid by customers. In 2008, water was a close second to trash
collection as the utility with the highest customer value.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
44
Otay Water District customers demonstrate a high level of satisfaction with the District as their
provider of water service. The 2009 ratings are slightly lower than those expressed in previous
surveys and this is likely the result of higher water prices. Customers also have a great deal of
confidence in the ability of the District to provide enough water for its customers. However, this
trust has also declined slightly as knowledge of water shortages has become widespread.
Customers are very aware that water rates have increased, and this knowledge has prompted a
greater motivation to conserve water. Further, a significant proportion of customers are aware of
the water shortage and many plan to reduce water usage as a result of this shortage.
Customers continue to support alternative sources of water including the use of recycled water for
watering lawns and public landscape. Customers also support desalination and well over half are
in favor of an international agreement with Mexico to promote or facilitate desalination.
Readership of the bill inserts, the monthly newsletter and the annual Consumer Confidence
Report has increased. This trend likely also reflects the increase in water rates and the enhanced
awareness of shortages.
The results of this survey should be viewed as ratification by the public of the importance and
quality of the work done by the District and as an expression of the high value to the public of the
work in which the Otay Water District is engaged.
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
45
APPENDIX
Survey Instrument (page 46)
Survey Frequencies (page 59)
Verbatim Open-Ended Responses (page 81)
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
46
Otay Water District
General Survey 2009
INT. Hello, my name is _______________. I'm calling on behalf of the Otay Water
District. We're conducting a study about some issues having to do with your
household water supply and we're interested in your opinions. [IF NEEDED:]
Are you at least 18 years of age or older? [IF 18+ HOUSEHOLDER NOT
AVAILABLE NOW, ASK FOR FIRST NAME AND MAKE CB
ARRANGEMENTS]
VER. [VERSION OF INTERVIEW:] 1 - VERSION A 2 - VERSION B*
* = RESPONSE OPTIONS REVERSED ON VERSION B FOR ALL QUESTIONS INDICATED
IC. Let me assure you that no names or addresses are associated with the
telephone numbers, and all of your responses are completely anonymous. The
questions take about ten minutes. To ensure that my work is done honestly and
correctly, this call may be monitored. Do you have a few minutes right now?
[IF ASKED ABOUT MONITORING:] My supervisor randomly listens to
interviews to make sure we're reading the questions exactly as written and not
influencing answers in any way.
TOP. [ONLY IF ASKED FOR MORE INFORMATION ABOUT TOPIC OR WHO'S
SPONSORING IT?:] This project is sponsored by the Otay Water District, and
it's about some issues related to your household water supply. [IF SPONSOR
INFORMATION GIVEN TO RESPONDENT, "TOPIC"=1]
CUST. How long have you been a customer of the Otay Water District? [IF LESS THAN
ONE YEAR, THANK AND CODE NQR-RES]
_________ YEARS
0 -----------> "NQR-RES"
99 - DK/REF, BUT AT LEAST ONE YEAR
SEX. [RECORD GENDER OF RESPONDENT:]
1 - MALE
2 - FEMALE
-------------------------- QUALIFIED RESPONDENT: QUOTAS CHECKED; DATA SAVED ------------------------
-
LP. [IF INDICATED BY ACCENT:] Would you prefer that we speak in...
1 - English or
2 - Spanish?
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
47
Q1. How would you describe your household's level of interest in conserving water at
home? Would you say...*
1 - a high level of interest,
2 - a moderate level,
3 - a low level, or
4 - no interest at all?
9 - DK/REF
Q2. During the past year, would you say your household's awareness of water
conservation has been...* [REVERSE 1 - 3 ONLY]
1 - increasing,
2 - staying about the same,
3 - decreasing,
4 - or are you not sure? [INCLUDES DK/REF]
Q3. These next questions are related to the water supply in San Diego County. How
confident are you in the ability of local water agencies to provide enough water to
you? Would you say...* [REVERSE]
1 - very confident,
2 - somewhat confident,
3 - not very confident,
4 - not at all confident,
5 - or are you not sure? [INCLUDES DK/REF]
Q4. How much trust do you have in the ability of the Otay Water District to provide
clean, safe water to the district? Would you say...* [REVERSE]
1 – a great deal of trust,
2 – a good amount of trust,
3 – some trust,
4 -- not much trust,
5 – no trust at all?
9 -- not sure [INCLUDES DK/REF]
Q4a. How much trust do you have in the Otay Water District to obtain this water
for you at a reasonable price? Would you say…[REVERSE]
1 – a great deal of trust,
2 – a good amount of trust,
3 – some trust,
4 -- not much trust,
5 – no trust at all?
9 -- not sure [INCLUDES DK/REF]
WATER SHORTAGE------------WATER RATES
Q5a-c. I am going to mention six utilities that serve the needs of residents and
businesses in the region. Considering only those utilities that you pay for,
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
48
which would you say is the best value for the amount of money that you
pay. Which ones are second and third? [ROTATE LIST]
MOST (5a) SECOND (5b) THIRD
(5c)
a. Trash collection 1 1 1
b. Water 2 2 2
c. Sewer 3 3 3
d. Telephone 4 4 4
e. Cable or Satellite TV 5 5 5
f. Internet access 6 6 6
g. Gas & Electric 7 7 7
Q6. In the past year, do you believe that your water rates have...
1 - gone up,
2 - gone down, -----------> GO TO Q6c
3 - stayed about the same, -----------> GO TO Q6c
4 - or are you not sure? -----------> GO TO Q6c
9 - REF-----------> GO TO Q6c
Q6a. [IF Q6=1] Have higher water rates motivated you to conserve more
water?
1 – YES
2 - NO-----------> GO TO Q7
9 - DK/REF-----------> GO TO Q7
Q6b. [IF Q6a=1] What specific major step has your household taken in the
past six months to reduce your water usage?
________________________________________99-DK/REF
[DO NOT READ-------------CODE USING FOLLOWING
SCHEMA:]
1 – OUTDOOR WATER LESS TIME
2 - USE THE WATERING CALCULATOR FOUND ON THE
DISTRICT’S WEBSITE OR AT
WWW.BEWATERWISE.COM TO SET A WATER-WISE
IRRIGATION SCHEDULE
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
49
3 - IRRIGATE EARLIER IN THE MORNING OR LATER AT
NIGHT
4—LET MY LANDSCAPE/LAWN DIE
5 - OUTDOOR WATERING FEWER DAYS DAY PER WEEK
6 - CHECK THE SOIL’S MOISTURE LEVEL BEFORE
WATERING
7 - REPLACE UNUSED TURF WITH LOW-WATER PLANTS
8 - UPGRADE IRRIGATION SYSTEM TO INCLUDE NEW,
HIGH-EFFICIENCY EQUIPMENT
9 – PURCHASE A HIGH EFFFICENCY CLOTHES WASHER
10 – WASH ONLY FULL LOADS OF CLOTHES OR DISHES
11 – TAKE SHORTER SHOWERS
12 – USE A BROOM INSTEAD OF A HOSE ON PAVED
AREAS
13 – FIX INDOOR LEAKS (TOILET, FAUCET, ETC.)
14 – FIX OUTDOOR LEAKS (SPRINKLERS, SPAS, ETC.)
15-- DO NOT LET WATER RUN
16 – COLLECT AND REUSE
17 – REPLACE GRASS WITH ARTIFICIAL/SYNTHETIC TURF
20 – OTHER, SPECIFY___
________________________________
99—DK/REF
Q6c. [IF Q6 >1). If water rates were to increase, what specific major step, if
any, would your household take to reduce your water usage?
[DO NOT READ-------------CODE USING FOLLOWING SCHEMA:]
1 – OUTDOOR WATER LESS TIME
2 - USE THE WATERING CALCULATOR FOUND ON THE
DISTRICT’S WEBSITE OR AT WWW.BEWATERWISE.COM TO
SET A WATER-WISE IRRIGATION SCHEDULE
3 - IRRIGATE EARLIER IN THE MORNING OR LATER AT
NIGHT
4—LET MY LANDSCAPE/LAWN DIE
5 - OUTDOOR WATERING FEWER DAYS DAY PER WEEK
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
50
6 - CHECK THE SOIL’S MOISTURE LEVEL BEFORE
WATERING
7 - REPLACE UNUSED TURF WITH LOW-WATER PLANTS
8 - UPGRADE IRRIGATION SYSTEM TO INCLUDE NEW, HIGH-
EFFICIENCY EQUIPMENT
9 – PURCHASE A HIGH EFFFICENCY CLOTHES WASHER
10 – WASH ONLY FULL LOADS OF CLOTHES OR DISHES
11 – TAKE SHORTER SHOWERS
12 – USE A BROOM INSTEAD OF A HOSE ON PAVED AREAS
13 – FIX INDOOR LEAKS (TOILET, FAUCET, ETC.)
14 – FIX OUTDOOR LEAKS (SPRINKLERS, SPAS, ETC.)
15-- DO NOT LET WATER RUN
16 – COLLECT AND REUSE
17 – REPLACE GRASS WITH ARTIFICIAL/SYNTHETIC TURF
20 – OTHER, SPECIFY
25 - NONE
99—DK/REF
ASK EVERYONE
Q7. Do you recall seeing or hearing messages about the current water supply
shortage?
1 - YES
2 – NO
9 - DK/REF
Q8. What do you believe to be the single major cause of the water shortage?
[DO NOT READ; RECORD ONE]
1--COURT ORDERED CUTBACKS
2--LESS RAIN IN SAN DIEGO THAN NORMAL
3--CLIMATE CHANGE
4--LESS WATER AVAILABLE IN RIVERS THAN PLANNED
5--POPULATION GROWTH
6--EVAPORATION
7--LESS SNOWFALL IN MOUNTAINS
15—OTHER, SPECIFY_________________________
99—DK/REF
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
51
Q9. Due to statewide water shortages, it is becoming more likely that water costs may
increase again from our suppliers next year, resulting in a rate increase to our
customers of an additional 15% to 20%.
Based on this information do you plan to reduce your water consumption?
1. YES
2. NO -- GO TO Q10
3. DK/REF -- GO TO Q10
Q9a. [IF Q9=1] By what percentage do you plan to try to reduce
your water consumption? ___________
Q9a-1. IF RESPONDENT SAYS “DON’T KNOW,”
OFFER FOLLOWING INTERVALS
Do you think that you might try to reduce your
consumption by …
1. 50% or more
2. 30% but less than 50%
3. 20% but less than 30%
4. 10% but less than 20%
5. Less than 10%
9. DK/REF
Q9b-1-3. What steps are you most willing to take to achieve this
reduction?
1. _______________________________________99-DK/REF
2. _______________________________________99-DK/REF
3. _______________________________________99-DK/REF
[DO NOT READ-------------CODE USING FOLLOWING
SCHEMA—RECORD UP TO THREE RESPONSES:]
1 – OUTDOOR WATER LESS TIME
2 - USE THE WATERING CALCULATOR AT
WWW.BEWATERWISE.COM TO SET A WATER-WISE
IRRIGATION SCHEDULE
3 - IRRIGATE EARLIER IN THE MORNING OR LATER AT
NIGHT
4—LET MY LANDSCAPE/LAWN DIE
5 - OUTDOOR WATERING FEWER DAYS DAY PER WEEK
6 - CHECK THE SOIL’S MOISTURE LEVEL BEFORE
WATERING
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
52
7 - REPLACE UNUSED TURF WITH LOW-WATER PLANTS
8 - UPGRADE IRRIGATION SYSTEM TO INCLUDE NEW, HIGH-
EFFICIENCY EQUIPMENT
9 – PURCHASE A HIGH EFFFICENCY CLOTHES WASHER
10 – WASH ONLY FULL LOADS OF CLOTHES OR DISHES
11 – TAKE SHORTER SHOWERS
12 – USE A BROOM INSTEAD OF A HOSE ON PAVED AREAS
13 – FIX INDOOR LEAKS (TOILET, FAUCET, ETC.)
14 – FIX OUTDOOR LEAKS (SPRINKLERS, SPAS, ETC.)
15-- DO NOT LET WATER RUN
16 – COLLECT AND REUSE
17 – REPLACE GRASS WITH ARTIFICIAL/SYNTHETIC TURF
20 – OTHER, SPECIFY___
________________________________
99—DK/REF
Q10a-e. The Otay Water District is exploring the installation of smart water meters that
will enable consumers to see their actual water consumption. Is this something
that sounds useful to you?
1 – YES
2 – NO (GO TO Q11)
9 - DK/REF (GO TO Q11)
Q10a-e. (IF Q10 = 1). Please indicate whether any of the following types
of information that can be provided by such a meter would be of interest
to you.
YES (1) NO (2)
DK/REF (9)
a. Be able to monitor your
overall water usage daily
b. Be able to monitor your
overall water usage several
times per day
c. Be informed when the
amount of water you are using is
about to trigger an increased
rate for any additional water you
might use in that billing cycle
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
53
d. Be able to view and compare
charts and graphs of your water
usage over time
e. Be informed about leaks
Q10f. How would you most prefer that this information be provided to
you?
1. On your computer
2. Or some other way
Q10f-oth: What other way might
that be?
__________________________
Q10g. Would you pay extra for the ability to obtain this information?
1 – YES
2 – NO (GO TO Q11)
9 - DK/REF (GO TO Q11)
Q10h. In addition to your current monthly amount, how much more would
you be willing to pay monthly to have such a meter available to you?
(GET RESPONSES IN DOLLAR AMOUNTS) DK/REF =999
OUTDOOR WATERING---ASK EVERYONE
Q11. These next few questions deal with saving water outdoors. Does your residence
have any outdoor landscaping that someone in your household is directly
responsible for maintaining?
1 - YES
2 - NO/APT/CONDO/NO YARD RESPONSIBILITIES ------------> GO TO Q12
9 - DK/REF ------------> GO TO Q12
Q11a. Does your landscaping include a lawn?
1 - YES
2 - NO
9 - DK/REF
Q11b. Do you have an automatically-controlled sprinkler system for your
landscaping?
1 - YES
2 - NO ------------> GO TO Q12
9 - DK/REF ------------> GO TO Q12
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Q11c. [IF Q11b = 1] During the past 12 months, how often has
anyone made adjustments to the automatic controller for your
sprinkler system?
1 - NOT AT ALL
2 - 1 TO 3 TIMES
3 - 4 to 6 TIMES
4 –7 OR MORE TIMES
5 - USE WEATHER-BASED CONTROLLER
9 - DK/REF
DESALINATION
Q12. This next question is about desalination, the process of making drinking water
from ocean or salty ground water. Do you believe that desalination is important
to maintaining a reliable supply of water?
1- Yes, very important
2- Yes, somewhat important
3- No, not very important [GO TO Q14]
4- No, not at all important [GO TO Q14]
9- DK/REF---[DO NOT READ—ONLY IF VOLUNTEERED] [GO
TO Q14]
Q13. [IF Q12 = 1 or 2] A seawater desalination plant is planned for the City of
Rosarito Beach, Mexico and the Otay Water District may purchase some of that water
that can be piped into San Diego County. Would you be in favor of pursuing such an
international agreement with Mexico to develop additional supplies of water from
seawater desalination?
1. Yes—GO TO Q14
2. No
3. DK/REF—GO TO Q14
Q13b. [IF Q13 = 2] Why are you not in favor of desalinated water from
Mexico?
__________________________________________________________
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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WATER RECYCLING
Q14a-b. The use of recycled water is another way to increase the water supply. Would
you favor or oppose the use of recycled water for the following types of uses...
[CLARIFY:] Do you strongly or somewhat {favor/oppose} that?
strgly smwt smwt strgly DK/
Do you favor or oppose using recycled water... favor favor oppose oppose REF
a) for watering landscaping along freeways
open space, parks and golf courses? 1 2 3 4 9
b) for watering residential front yards? 1 2 3 4 9
CONSERVATION GARDEN
Q15. Have you ever seen or heard anything about the Water Conservation Garden at
Cuyamaca College?
1 - YES
2 - NO------------> GO TO Q16
9 - DK/REF ------------> GO TO Q16
Q15a. [IF YES:] Have you or any member of your family ever visited the
garden?
1 - YES
2 - NO ------------> GO TO Q16
9 - DK/REF ------------> GO TO Q16
Q15b. Have you made any changes to your watering or landscaping
practices as a result of visiting the Garden?
1 – YES
2 – NO—GO TO Q16
9 -- DK/REF—GO TO Q16
Q15c. [IF Q 15b = 1] What is the most significant change you have made
as a result of visiting the garden?
[DO NOT READ-------------CODE USING FOLLOWING SCHEMA]
1. Adjusted sprinklers/reduced water usage
2. Changed plants to be more drought-tolerant/waterwise
3. Eliminated plants/let plants die
4. Eliminated lawn/let lawn die—replaced with waterwise
ground cover
5. Replaced unused turf with low-water plants
6. Check the soil’s moisture level before watering
7. Upgraded irrigation system to include new, higher-
efficiency equipment
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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9. Other, specify
_______________________________
BILLS/PUBLICATIONS
Q16 Would you be interested in receiving your monthly bill from the Otay Water
District by e-mail instead of through the Postal Service?
1 - YES
2 - NO
9 - DK/REF
Q17. Do you read the newsletter or bill inserts that come in the mail with your monthly
water bill…
1 - every time,
2 - most times,
3 - sometimes, or
4 - never?
9 - DK/REF
Q18 The Otay Water District provides each customer household with an annual
Consumer Confidence Report before July 1st of each year. Have you ever read
this report?
1 - YES
2 – NO
9 - DK/REF
Q19. Is it important to you that other information from the District be made available in
Spanish?
1 - YES
2 – NO
9 - DK/REF
WEBSITE
Q20. Have you ever visited the Otay Water District website?
1 - YES
2 – HAVE ACCESS TO INTERNET, BUT HAVE NOT VISITED WEBSITE
-----------------------> GO TO Q21
3—DO NOT HAVE ACCESS TO THE INTERNET----------ÆGO TO Q22
9 - DK/REF -----------------> GO TO Q22
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Q20a. [IF Q20 = 1] How would you rate the website? Would you say...
1 - excellent,
2 - good,
3 - fair, or
4 - poor?
9 - DK/REF
Q21. Is your Internet access…
8. cable
9. dsl
10. satellite
11. dial-up
12. other ______________
9. DK/REF
SATISFACTION
Q22: How would you rate your overall satisfaction with the Otay Water District as your
water service provider?
1---Excellent
2---Very Good
3—Good
4---Fair
5—Poor
6---Very Poor
9—DK/REF
Q23: Have you called the Otay Water District for service or other help during the past
6 months?
1 - YES
2 - NO – [GO TO PPH]
9 - DK/REF – [GO TO PPH]
Q23a-- How would you rate your overall level of satisfaction with the service you
received when you called for service or help?
1---Excellent
2---Very Good
3—Good
4---Fair
5—Poor
6---Very Poor
9—DK/REF
ASK ALL:
In closing, these questions are for comparison purposes only.
PPH. How many persons, including yourself, live in your household?
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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___________
99 - DK/REF
TEN. Is your residence owned by someone in your household, or is it rented?
1 - OWN
2 - RENT/OTHER STATUS
9 - DK/REF
EDU. What is the highest grade or year of school that you have completed and
received credit for...
1 - high school or less,
2 - at least one year of college, trade or vocational school,
3 - graduated college with a bachelor's degree, or
4 - at least one year of graduate work beyond a bachelor's degree?
9 - DK/REF
AGE. Please tell me when I mention the category that contains your age...
1 - 18 to 24,
2 - 25 to 34,
3 - 35 to 44,
4 - 45 to 54,
5 - 55 to 64, or
6 - 65 or over?
9 - DK/REF
ETH. Which of the following best describes your ethnic or racial background...
1 - white, not of Hispanic origin;
2 - black, not of Hispanic origin;
3 - Hispanic or Latino;
4 - Asian or Pacific Islander;
5 - Native American; or
6 - another ethnic group? [SPECIFY:] __________________________________
9 - DK/REF
INC. Now, we don't want to know your exact income, but just roughly, could
you tell me if your annual household income before taxes is...
1 - under $25,000,
2 - $25,000 up to but not including $50,000,
3 - $50,000 up to (but not including) $75,000,
4 - $75,000 up to (but not including) $100,000, or
5 - $100,000 up to but not including $150,000?
9 - DK/REF
LAN. [LANGUAGE OF INTERVIEW:] 1 - ENGLISH 2 - SPANISH
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
59
Otay Water District General Survey 2009
Frequency Tables
Cust. How long have you been a customer of the Otay Water District?
Frequency Percent Valid Percent Cumulative Percent
1 11 3.7 4.3 4.3
2 12 4.0 4.7 8.9
3 13 4.3 5.1 14.0
4 9 3.0 3.5 17.5
5 13 4.3 5.1 22.6
6 7 2.3 2.7 25.3
7 8 2.7 3.1 28.4
8 13 4.3 5.1 33.5
9 7 2.3 2.7 36.2
10 23 7.7 8.9 45.1
11 8 2.7 3.1 48.2
12 12 4.0 4.7 52.9
13 4 1.3 1.6 54.5
14 6 2.0 2.3 56.8
15 10 3.3 3.9 60.7
16 3 1.0 1.2 61.9
17 3 1.0 1.2 63.0
18 3 1.0 1.2 64.2
19 1 .3 .4 64.6
20 22 7.3 8.6 73.2
21 4 1.3 1.6 74.7
22 5 1.7 1.9 76.7
23 4 1.3 1.6 78.2
25 12 4.0 4.7 82.9
26 1 .3 .4 83.3
27 2 .7 .8 84.0
28 2 .7 .8 84.8
29 4 1.3 1.6 86.4
30 10 3.3 3.9 90.3
31 1 .3 .4 90.7
32 2 .7 .8 91.4
33 2 .7 .8 92.2
34 1 .3 .4 92.6
35 4 1.3 1.6 94.2
38 1 .3 .4 94.6
40 6 2.0 2.3 96.9
45 3 1.0 1.2 98.1
Valid
48 1 .3 .4 98.4
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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50 1 .3 .4 98.8
59 1 .3 .4 99.2
69 1 .3 .4 99.6
89 1 .3 .4 100.0
Total 257 85.7 100.0
Missing DK/REF, but at least one year 43 14.3
Total 300 100.0
Gender
Frequency Percent Valid Percent Cumulative Percent
Male 149 49.7 49.7 49.7
Female 151 50.3 50.3 100.0
Valid
Total 300 100.0 100.0
Language Preference
Frequency Percent Valid Percent Cumulative Percent
English 287 95.7 95.7 95.7
Spanish 13 4.3 4.3 100.0
Valid
Total 300 100.0 100.0
Q1 - How would you describe your household's level of interest in conserving water at home?
Frequency Percent Valid Percent Cumulative Percent
A high level of interest 181 60.3 60.5 60.5
A moderate level of interest 105 35.0 35.1 95.7
A low level of interest 11 3.7 3.7 99.3
No interest at all 2 .7 .7 100.0
Valid
Total 299 99.7 100.0
Missing DK/REF 1.3
Total 300 100.0
Q2 - During the past year, would you say your household's awareness of water
conservation has been...
Frequency Percent Valid Percent Cumulative Percent
Increasing 187 62.3 62.3 62.3
Staying about the same 85 28.3 28.3 90.7
Decreasing 21 7.0 7.0 97.7
Not sure 7 2.3 2.3 100.0
Valid
Total 300 100.0 100.0
Q3 - How confident are you in the ability of local water agencies to provide enough water
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
61
to you?
Frequency Percent Valid Percent Cumulative Percent
Very confident 110 36.7 39.3 39.3
Somewhat confident 129 43.0 46.1 85.4
Not very confident 29 9.7 10.4 95.7
Not at all confident 12 4.0 4.3 100.0
Valid
Total 280 93.3 100.0
Missing Not sure 20 6.7
Total 300 100.0
Q4 - How much trust do you have in the ability of the Otay Water District to provide clean
safe water to the district?
Frequency Percent Valid Percent Cumulative Percent
A great deal of trust 83 27.7 28.2 28.2
A good amount of trust 117 39.0 39.8 68.0
Some trust 81 27.0 27.6 95.6
Not much trust 9 3.0 3.1 98.6
No trust at all 4 1.3 1.4 100.0
Valid
Total 294 98.0 100.0
Missing Not sure 62.0
Total 300 100.0
Q4a - How much trust do you have in the Otay Water District to obtain this water for you at
a reasonable price?
Frequency Percent Valid Percent Cumulative Percent
A great deal of trust 27 9.0 9.5 9.5
A good amount of trust 83 27.7 29.2 38.7
Some trust 109 36.3 38.4 77.1
Not much trust 48 16.0 16.9 94.0
No trust at all 17 5.7 6.0 100.0
Valid
Total 284 94.7 100.0
Missing Not sure 16 5.3
Total 300 100.0
Q5 - Considering only those utilities that you pay for, which would you say is the best
value for the amount of money that you pay?
Frequency Percent Valid Percent Cumulative Percent
Trash collection 63 21.0 21.0 21.0
Water 74 24.7 24.7 45.7
Valid
Sewer 11 3.7 3.7 49.3
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
62
Telephone 26 8.7 8.7 58.0
Cable or Satellite TV 22 7.3 7.3 65.3
Internet access 22 7.3 7.3 72.7
Gas & electric 44 14.7 14.7 87.3
Don't Know/Unsure 38 12.7 12.7 100.0
Total 300 100.0 100.0
q5_2
Frequency Percent Valid Percent Cumulative Percent
Trash collection 24 8.0 11.1 11.1
Water 45 15.0 20.7 31.8
Sewer 17 5.7 7.8 39.6
Telephone 30 10.0 13.8 53.5
Cable or Satellite TV 28 9.3 12.9 66.4
Internet access 26 8.7 12.0 78.3
Gas & electric 47 15.7 21.7 100.0
Valid
Total 217 72.3 100.0
Missing System 83 27.7
Total 300 100.0
q5_3
Frequency Percent Valid Percent Cumulative Percent
Trash collection 28 9.3 14.1 14.1
Water 36 12.0 18.2 32.3
Sewer 26 8.7 13.1 45.5
Telephone 39 13.0 19.7 65.2
Cable or Satellite TV 18 6.0 9.1 74.2
Internet access 14 4.7 7.1 81.3
Gas & electric 37 12.3 18.7 100.0
Valid
Total 198 66.0 100.0
Missing System 102 34.0
Total 300 100.0
Q6 - In the past year, do you believe that your water rates have....
Frequency Percent Valid Percent Cumulative Percent
Gone up 212 70.7 70.9 70.9
Gone down 6 2.0 2.0 72.9
Stayed about the same 65 21.7 21.7 94.6
Not sure 16 5.3 5.4 100.0
Valid
Total 299 99.7 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
63
Missing Refused 1.3
Total 300 100.0
Q6a. Have higher water rates motivated you to conserve more water?
Frequency Percent Valid Percent Cumulative Percent
Yes 140 46.7 66.0 66.0
No 67 22.3 31.6 97.6
DK/REF 5 1.7 2.4 100.0
Valid
Total 212 70.7 100.0
Missing System 88 29.3
Total 300 100.0
Q6b-1. What specific major step has your household taken in the past six months to reduce
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 36 12.0 25.7 25.7
Irrigate earlier in the morning or later at
night 4 1.3 2.9 28.6
Let my landscape/lawn die 11 3.7 7.9 36.4
Outdoor watering fewer days per week 8 2.7 5.7 42.1
Check the soil's moisture level before
watering 2 .7 1.4 43.6
Replace unused turf with low water plants 6 2.0 4.3 47.9
Upgrade irrigation system to include new,
high efficiency eq 3 1.0 2.1 50.0
Purchase high efficiency clothes washer 5 1.7 3.6 53.6
Wash only full loads of clothes or dishes 11 3.7 7.9 61.4
Take shorter showers 27 9.0 19.3 80.7
Use a broom instead of a hose on paved
areas 1 .3 .7 81.4
Fix indoor leaks (toilet, faucet, etc.) 2 .7 1.4 82.9
Fix outdoor leaks (sprinklers, spas, etc.) 1 .3 .7 83.6
Do not let water run 13 4.3 9.3 92.9
Collect and reuse 3 1.0 2.1 95.0
Installed new water saving fixtures 3 1.0 2.1 97.1
Other 4 1.3 2.9 100.0
Valid
Total 140 46.7 100.0
Missing System 160 53.3
Total 300 100.0
Q6b-2. What specific major step has your household taken in the past six months to reduce
Frequency Percent Valid Cumulative
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
64
Percent Percent
Outdoor water less time 11 3.7 15.5 15.5
Irrigate earlier in the morning or later at
night 2 .7 2.8 18.3
Let my landscape/lawn die 3 1.0 4.2 22.5
Outdoor watering fewer days per week 12 4.0 16.9 39.4
Check the soil's moisture level before
watering 1 .3 1.4 40.8
Replace unused turf with low water plants 1 .3 1.4 42.3
Upgrade irrigation system to include new,
high efficiency eq 2 .7 2.8 45.1
Purchase high efficiency clothes washer 1 .3 1.4 46.5
Wash only full loads of clothes or dishes 8 2.7 11.3 57.7
Take shorter showers 16 5.3 22.5 80.3
Fix indoor leaks (toilet, faucet, etc.) 2 .7 2.8 83.1
Fix outdoor leaks (sprinklers, spas, etc.) 2 .7 2.8 85.9
Do not let water run 5 1.7 7.0 93.0
Flush toilet less 1 .3 1.4 94.4
Installed new water saving fixtures 1 .3 1.4 95.8
Do not wash cars 2 .7 2.8 98.6
Wash dishes by hand 1 .3 1.4 100.0
Valid
Total 71 23.7 100.0
Missing System 229 76.3
Total 300 100.0
Q6b-3. What specific major step has your household taken in the past six months to reduce
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 1 .3 3.0 3.0
Let my landscape/lawn die 2 .7 6.1 9.1
Outdoor watering fewer days per week 5 1.7 15.2 24.2
Upgrade irrigation system to include new,
high efficiency eq 2 .7 6.1 30.3
Purchase high efficiency clothes washer 1 .3 3.0 33.3
Wash only full loads of clothes or dishes 5 1.7 15.2 48.5
Take shorter showers 7 2.3 21.2 69.7
Fix indoor leaks (toilet, faucet, etc.) 1 .3 3.0 72.7
Fix outdoor leaks (sprinklers, spas, etc.) 1 .3 3.0 75.8
Do not let water run 4 1.3 12.1 87.9
Collect and reuse 2 .7 6.1 93.9
Do not wash cars 1 .3 3.0 97.0
Wash dishes by hand 1 .3 3.0 100.0
Valid
Total 33 11.0 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
65
Missing System 267 89.0
Total 300 100.0
Q6c-1. If water rates were to increase, what specific major step, if any, would your household
take to reduce
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 12 4.0 15.6 15.6
Irrigate earlier in the morning or later at
night 1 .3 1.3 16.9
Let my landscape/lawn die 3 1.0 3.9 20.8
Outdoor watering fewer days per week 6 2.0 7.8 28.6
Replace unused turf with low water plants 4 1.3 5.2 33.8
Upgrade irrigation system to include new,
high efficiency eq 1 .3 1.3 35.1
Purchase high efficiency clothes washer 2 .7 2.6 37.7
Wash only full loads of clothes or dishes 3 1.0 3.9 41.6
Take shorter showers 15 5.0 19.5 61.0
Use a broom instead of a hose on paved
areas 2 .7 2.6 63.6
Fix indoor leaks (toilet, faucet, etc.) 2 .7 2.6 66.2
Do not let water run 3 1.0 3.9 70.1
Collect and reuse 1 .3 1.3 71.4
Flush toilet less 1 .3 1.3 72.7
Installed new water saving fixtures 17 5.7 22.1 94.8
Use well water 1 .3 1.3 96.1
Other 3 1.0 3.9 100.0
Valid
Total 77 25.7 100.0
DK/REF 11 3.7
System 212 70.7
Missing
Total 223 74.3
Total 300 100.0
Q6c-2. If water rates were to increase, what specific major step, if any, would your household
take to reduce
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 5 1.7 20.8 20.8
Irrigate earlier in the morning or later
at night 1 .3 4.2 25.0
Let my landscape/lawn die 1 .3 4.2 29.2
Outdoor watering fewer days per
week 1 .3 4.2 33.3
Valid
Replace unused turf with low water 2 .7 8.3 41.7
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
66
plants
Purchase high efficiency clothes
washer 1 .3 4.2 45.8
Wash only full loads of clothes or
dishes 9 3.0 37.5 83.3
Take shorter showers 2 .7 8.3 91.7
Replace grass with artificial/synthetic
turf 1 .3 4.2 95.8
Do not wash cars 1 .3 4.2 100.0
Total 24 8.0 100.0
Missing System 276 92.0
Total 300 100.0
Q6c-3. If water rates were to increase, what specific major step, if any, would your household
take to reduce
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 2 .7 20.0 20.0
Irrigate earlier in the morning or later at
night 1 .3 10.0 30.0
Replace unused turf with low water plants 1 .3 10.0 40.0
Upgrade irrigation system to include new,
high efficiency eq 1 .3 10.0 50.0
Take shorter showers 3 1.0 30.0 80.0
Use a broom instead of a hose on paved
areas 1 .3 10.0 90.0
Do not let water run 1 .3 10.0 100.0
Valid
Total 10 3.3 100.0
Missing System 290 96.7
Total 300 100.0
Q7 - Do you recall seeing or hearing messages about the current water
supply shortage?
Frequency Percent Valid Percent Cumulative Percent
Yes 255 85.0 85.0 85.0
No 45 15.0 15.0 100.0
Valid
Total 300 100.0 100.0
Q8 - What do you believe to be the single major cause of the water shortage?
Frequency Percent
Valid
Percent
Cumulative
Percent
Court ordered cutbacks 9 3.0 3.0 3.0
Less rain in San Diego than normal 95 31.7 31.7 34.7
Valid
Climate change 16 5.3 5.3 40.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
67
Less water available in rivers than
planned 16 5.3 5.3 45.3
Population growth 62 20.7 20.7 66.0
Evaporation 2 .7 .7 66.7
Less snowfall in mountains 11 3.7 3.7 70.3
Over use by individuals 19 6.3 6.3 76.7
Drought 1 .3 .3 77.0
Environmentalists 5 1.7 1.7 78.7
Politics 10 3.3 3.3 82.0
Not enough storage 4 1.3 1.3 83.3
Leaks in pipes 3 1.0 1.0 84.3
Poor planning/management 4 1.3 1.3 85.7
Other 9 3.0 3.0 88.7
DK/REF 34 11.3 11.3 100.0
Total 300 100.0 100.0
Q9 - Based on this information, do you plan to reduce your water
consumption?
Frequency Percent Valid Percent Cumulative Percent
Yes 188 62.7 62.7 62.7
No 101 33.7 33.7 96.3
DK/REF 11 3.7 3.7 100.0
Valid
Total 300 100.0 100.0
Q9a - By what percentage do you plan to try to reduce your water consumption?
Frequency Percent Valid Percent Cumulative Percent
0 2 .7 1.1 1.1
1 2 .7 1.1 2.1
2 5 1.7 2.7 4.8
3 1 .3 .5 5.3
5 21 7.0 11.2 16.5
10 64 21.3 34.0 50.5
12 2 .7 1.1 51.6
15 18 6.0 9.6 61.2
20 29 9.7 15.4 76.6
25 6 2.0 3.2 79.8
30 4 1.3 2.1 81.9
35 1 .3 .5 82.4
40 1 .3 .5 83.0
50 4 1.3 2.1 85.1
75 1 .3 .5 85.6
Valid
DK/Unsure 27 9.0 14.4 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
68
Total 188 62.7 100.0
Missing System 112 37.3
Total 300 100.0
Q9a1 - Do you think you might try to reduce your consumption by...
Frequency Percent Valid Percent Cumulative Percent
50% or more 1 .3 3.7 3.7
30% but less than 50% 4 1.3 14.8 18.5
20% but less than 30% 1 .3 3.7 22.2
10% but less than 20% 4 1.3 14.8 37.0
Less than 10% 5 1.7 18.5 55.6
DK/REF 12 4.0 44.4 100.0
Valid
Total 27 9.0 100.0
Missing System 273 91.0
Total 300 100.0
Q9b-1. What steps are you most willing to take to achieve this reduction?
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 39 13.0 20.6 20.6
Use the watering calculator or
bewaterwise.com to set sched 1 .3 .5 21.2
Irrigate earlier in the morning or later at
night 7 2.3 3.7 24.9
Let my landscape/lawn die 17 5.7 9.0 33.9
Outdoor watering fewer days per week 16 5.3 8.5 42.3
Check the soil's moisture level before
watering 1 .3 .5 42.9
Replace unused turf with low water plants 2 .7 1.1 43.9
Upgrade irrigation system to include new,
high efficiency eq 2 .7 1.1 45.0
Purchase high efficiency clothes washer 3 1.0 1.6 46.6
Wash only full loads of clothes or dishes 8 2.7 4.2 50.8
Take shorter showers 37 12.3 19.6 70.4
Use a broom instead of a hose on paved
areas 2 .7 1.1 71.4
Fix indoor leaks (toilet, faucet, etc.) 2 .7 1.1 72.5
Fix outdoor leaks (sprinklers, spas, etc.) 2 .7 1.1 73.5
Do not let water run 10 3.3 5.3 78.8
Collect and reuse 9 3.0 4.8 83.6
Replace grass with artificial/synthetic turf 2 .7 1.1 84.7
Flush toilet less 1 .3 .5 85.2
Valid
Installed new water saving fixtures 3 1.0 1.6 86.8
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
69
Other 9 3.0 4.8 91.5
DK/REF 16 5.3 8.5 100.0
Total 189 63.0 100.0
Missing System 111 37.0
Total 300 100.0
Q9b-2. What steps are you most willing to take to achieve this reduction?
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 17 5.7 20.5 20.5
Use the watering calculator or
bewaterwise.com to set sched 1 .3 1.2 21.7
Irrigate earlier in the morning or later at
night 1 .3 1.2 22.9
Let my landscape/lawn die 3 1.0 3.6 26.5
Outdoor watering fewer days per week 5 1.7 6.0 32.5
Check the soil's moisture level before
watering 3 1.0 3.6 36.1
Replace unused turf with low water plants 3 1.0 3.6 39.8
Upgrade irrigation system to include new,
high efficiency eq 1 .3 1.2 41.0
Purchase high efficiency clothes washer 1 .3 1.2 42.2
Wash only full loads of clothes or dishes 10 3.3 12.0 54.2
Take shorter showers 17 5.7 20.5 74.7
Use a broom instead of a hose on paved
areas 2 .7 2.4 77.1
Fix indoor leaks (toilet, faucet, etc.) 2 .7 2.4 79.5
Fix outdoor leaks (sprinklers, spas, etc.) 1 .3 1.2 80.7
Do not let water run 4 1.3 4.8 85.5
Collect and reuse 2 .7 2.4 88.0
Replace grass with artificial/synthetic turf 1 .3 1.2 89.2
Installed new water saving fixtures 3 1.0 3.6 92.8
Do not wash cars 1 .3 1.2 94.0
Wash dishes by hand 1 .3 1.2 95.2
Other 4 1.3 4.8 100.0
Valid
Total 83 27.7 100.0
Missing System 217 72.3
Total 300 100.0
Q9b-3. What steps are you most willing to take to achieve this reduction?
Frequency Percent
Valid
Percent
Cumulative
Percent
Outdoor water less time 4 1.3 11.8 11.8Valid
Irrigate earlier in the morning or later at 2 .7 5.9 17.6
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
70
night
Let my landscape/lawn die 1 .3 2.9 20.6
Outdoor watering fewer days per week 3 1.0 8.8 29.4
Purchase high efficiency clothes washer 2 .7 5.9 35.3
Wash only full loads of clothes or dishes 7 2.3 20.6 55.9
Take shorter showers 1 .3 2.9 58.8
Use a broom instead of a hose on
paved areas 3 1.0 8.8 67.6
Fix indoor leaks (toilet, faucet, etc.) 2 .7 5.9 73.5
Do not let water run 5 1.7 14.7 88.2
Collect and reuse 1 .3 2.9 91.2
Replace grass with artificial/synthetic
turf 1 .3 2.9 94.1
Installed new water saving fixtures 1 .3 2.9 97.1
Do not wash cars 1 .3 2.9 100.0
Total 34 11.3 100.0
Missing System 266 88.7
Total 300 100.0
Q10 - The Otay Water District is exploring the installation of smart water
meters that will enable consumers to see their actual water consumption. Is
this something that sounds useful to you?
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 167 55.7 55.7 55.7
No 116 38.7 38.7 94.3
DK/REF 17 5.7 5.7 100.0
Valid
Total 300 100.0 100.0
Q10a - Be able to monitor your overall water usage daily
Frequency Percent Valid Percent Cumulative Percent
Yes 135 45.0 80.8 80.8
No 29 9.7 17.4 98.2
DK/REF 3 1.0 1.8 100.0
Valid
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10b - Be able to monitor your overall water usage several times per day
Frequency Percent Valid Percent Cumulative Percent
Yes 101 33.7 60.5 60.5Valid
No 63 21.0 37.7 98.2
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
71
DK/REF 3 1.0 1.8 100.0
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10c - Be informed when the amount of water you are using is about to
trigger an increased rate for any additional water you might use in that billing
cycle
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 160 53.3 95.8 95.8
No 5 1.7 3.0 98.8
DK/REF 2 .7 1.2 100.0
Valid
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10d - Be able to view and compare charts and graphs of your water usage
over time
Frequency Percent Valid Percent Cumulative Percent
Yes 146 48.7 87.4 87.4
No 15 5.0 9.0 96.4
DK/REF 6 2.0 3.6 100.0
Valid
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10e - Be informed about leaks
Frequency Percent Valid Percent Cumulative Percent
Yes 163 54.3 97.6 97.6
No 4 1.3 2.4 100.0
Valid
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10f - How would you most prefer that this information be provided to you?
Frequency Percent Valid Percent Cumulative Percent
On my computer 116 38.7 69.9 69.9
With water bill 3 1.0 1.8 71.7
Valid
By mail 24 8.0 14.5 86.1
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
72
By telephone 1 .3 .6 86.7
Meter installed in house 2 .7 1.2 88.0
Some other way 1 .3 .6 88.6
DK/Unsure 19 6.3 11.4 100.0
Total 166 55.3 100.0
Missing System 134 44.7
Total 300 100.0
Q10g - Would you pay extra for the ability to obtain this information?
Frequency Percent Valid Percent Cumulative Percent
Yes 28 9.3 16.8 16.8
No 128 42.7 76.6 93.4
DK/REF 11 3.7 6.6 100.0
Valid
Total 167 55.7 100.0
Missing System 133 44.3
Total 300 100.0
Q10h - In addition to your current monthly amount, how much more would
you be willing to pay monthly to have such a meter available to you?
Frequency Percent
Valid
Percent
Cumulative
Percent
2 2 .7 7.1 7.1
3 1 .3 3.6 10.7
5 13 4.3 46.4 57.1
10 5 1.7 17.9 75.0
DK/REF 7 2.3 25.0 100.0
Valid
Total 28 9.3 100.0
Missing System 272 90.7
Total 300 100.0
Q11 - Does your residence have any outdoor landscaping that someone
in your household is directly responsible for maintaining?
Frequency Percent Valid Percent Cumulative Percent
Yes 244 81.3 81.3 81.3
No 56 18.7 18.7 100.0
Valid
Total 300 100.0 100.0
Q11a - Does your landscaping include a lawn?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 215 71.7 88.5 88.5
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
73
No 28 9.3 11.5 100.0
Total 243 81.0 100.0
DK/REF 1 .3
System 56 18.7
Missing
Total 57 19.0
Total 300 100.0
Q11b - Do you have an automatically-controlled sprinkler system for your
landscaping?
Frequency Percent Valid Percent Cumulative Percent
Yes 187 62.3 76.6 76.6
No 57 19.0 23.4 100.0
Valid
Total 244 81.3 100.0
Missing System 56 18.7
Total 300 100.0
Q11c - During the past 12 months, how often has anyone made adjustments to the automatic
controller for your sprinkler system?
Frequency Percent Valid Percent Cumulative Percent
Not at all 33 11.0 18.3 18.3
1 to 3 times 66 22.0 36.7 55.0
4 to 6 times 42 14.0 23.3 78.3
7 or more times 34 11.3 18.9 97.2
Use a weather based
controller 5 1.7 2.8 100.0
Valid
Total 180 60.0 100.0
DK/REF 72.3
System 113 37.7
Missing
Total 120 40.0
Total 300 100.0
Q12 - Do you believe that desalination is important to maintaining a reliable supply of
water?
Frequency Percent Valid Percent Cumulative Percent
Yes, very important 196 65.3 65.3 65.3
Yes, somewhat important 64 21.3 21.3 86.7
No, not very important 8 2.7 2.7 89.3
No, not at all important 8 2.7 2.7 92.0
DK/REF 24 8.0 8.0 100.0
Valid
Total 300 100.0 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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Q13 - Would you be in favor of pursuing an international agreement with
Mexico to develop additional supplies of water from seawater desalination?
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 153 51.0 58.8 58.8
No 90 30.0 34.6 93.5
DK/REF 17 5.7 6.5 100.0
Valid
Total 260 86.7 100.0
Missing System 40 13.3
Total 300 100.0
Q13b--Why not in favor of desalinted water from Mexico
Frequency Percent
Valid
Percent
Cumulative
Percent
Do not trust water from Mexico/Mexican
govt. 55 18.3 67.9 67.9
Water needed more in Mexico 2 .7 2.5 70.4
Mexico will not contribute their fair
share 1 .3 1.2 71.6
Need more info 2 .7 2.5 74.1
Environmental damage 3 1.0 3.7 77.8
Will damage my pipes 1 .3 1.2 79.0
Put plant in US/create US jobs 15 5.0 18.5 97.5
Use for lawns only 1 .3 1.2 98.8
Import more water from Northern Cal 1 .3 1.2 100.0
Valid
Total 81 27.0 100.0
Missing System 219 73.0
Total 300 100.0
For watering landscaping along freeways, open space, parks and golf courses
Frequency Percent Valid Percent Cumulative Percent
Strongly Favor 258 86.0 86.0 86.0
Somewhat Favor 27 9.0 9.0 95.0
Somewhat Oppose 2 .7 .7 95.7
Strongly Oppose 9 3.0 3.0 98.7
DK/REF 4 1.3 1.3 100.0
Valid
Total 300 100.0 100.0
For watering residential front yards
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Favor 233 77.7 77.7 77.7
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
75
Somewhat Favor 37 12.3 12.3 90.0
Somewhat Oppose 8 2.7 2.7 92.7
Strongly Oppose 15 5.0 5.0 97.7
DK/REF 7 2.3 2.3 100.0
Total 300 100.0 100.0
Q15 - Have you ever seen or heard anything about the Water Conservation
Garden at Cuyamaca College?
Frequency Percent Valid Percent Cumulative Percent
Yes 142 47.3 47.5 47.5
No 157 52.3 52.5 100.0
Valid
Total 299 99.7 100.0
Missing DK/REF 1 .3
Total 300 100.0
Q15a - Have you or any member of your family ever visited the garden?
Frequency Percent Valid Percent Cumulative Percent
Yes 81 27.0 57.9 57.9
No 59 19.7 42.1 100.0
Valid
Total 140 46.7 100.0
DK/REF 2 .7
System 158 52.7
Missing
Total 160 53.3
Total 300 100.0
Q15b - Have you made any changes to your watering or landscaping
practices as a result of visiting the Garden?
Frequency Percent Valid Percent Cumulative Percent
Yes 49 16.3 60.5 60.5
No 32 10.7 39.5 100.0
Valid
Total 81 27.0 100.0
Missing System 219 73.0
Total 300 100.0
Q15c - What is the most significant change you have made as a result of visiting the garden?
Frequency Percent
Valid
Percent
Cumulative
Percent
Adjusted sprinklers/reduced water usage 8 2.7 17.0 17.0Valid
Changed plants to be more drought-
tolerant/waterwise 25 8.3 53.2 70.2
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
76
Eliminated plants/let plants die 2 .7 4.3 74.5
Eliminated lawn/let lawn die--replaced with
waterwise ground 1 .3 2.1 76.6
Replaced unused turf with low-water plants 4 1.3 8.5 85.1
Check the soil's moisture level before
watering 1 .3 2.1 87.2
Upgraded irrigation system to include new,
higher efficiency 2 .7 4.3 91.5
Increased my knowledge 2 .7 4.3 95.7
Installed water saving indoor fixtures 1 .3 2.1 97.9
Increased usage monitoring 1 .3 2.1 100.0
Total 47 15.7 100.0
DK/REF 2.7
System 251 83.7
Missing
Total 253 84.3
Total 300 100.0
Q16 - Would you be interested in receiving your monthly bill from the Otay
Water District by e-mail instead of through the Postal Service?
Frequency Percent Valid Percent Cumulative Percent
Yes 104 34.7 34.7 34.7
No 186 62.0 62.0 96.7
DK/REF 10 3.3 3.3 100.0
Valid
Total 300 100.0 100.0
Q17 - Do you read the newsletter or bill inserts that come in the mail with your
monthly water bill...
Frequency Percent Valid Percent Cumulative Percent
Every time 95 31.7 31.7 31.7
Most times 48 16.0 16.0 47.7
Sometimes 93 31.0 31.0 78.7
Never 64 21.3 21.3 100.0
Valid
Total 300 100.0 100.0
Q18 - The Otay Water District provides each customer household with an
annual Consumer Confidence Report before July 1st of each year. Have you
ever read this report?
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 121 40.3 42.0 42.0
No 167 55.7 58.0 100.0
Valid
Total 288 96.0 100.0
Missing DK/REF 12 4.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
77
Total 300 100.0
Q19. Is it important to you that other information from the District be made
available in Spanish?
Frequency Percent Valid Percent Cumulative Percent
Yes 77 25.7 25.7 25.7
No 219 73.0 73.0 98.7
DK/REF 4 1.3 1.3 100.0
Valid
Total 300 100.0 100.0
Q20 - Have you ever visited the Otay Water District website?
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 94 31.3 32.0 32.0
Have access to internet, but have not
visited website 167 55.7 56.8 88.8
Do not have access to the internet 33 11.0 11.2 100.0
Valid
Total 294 98.0 100.0
Missing DK/REF 62.0
Total 300 100.0
Q20a - How would you rate the website? Would you say...
Frequency Percent Valid Percent Cumulative Percent
Excellent 7 2.3 7.4 7.4
Good 46 15.3 48.9 56.4
Fair 28 9.3 29.8 86.2
poor 7 2.3 7.4 93.6
DK/REF 6 2.0 6.4 100.0
Valid
Total 94 31.3 100.0
Missing System 206 68.7
Total 300 100.0
Q21 - Is your Internet access....
Frequency Percent Valid Percent Cumulative Percent
Cable 207 69.0 79.3 79.3
DSL 34 11.3 13.0 92.3
Satellite 4 1.3 1.5 93.9
Dial-up 3 1.0 1.1 95.0
Other 4 1.3 1.5 96.6
Fiber Optics 1 .3 .4 96.9
Valid
DK/REF 8 2.7 3.1 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
78
Total 261 87.0 100.0
Missing System 39 13.0
Total 300 100.0
Q22 - How would you rate your overall satisfaction with the Otay Water District
as your water service
Frequency Percent Valid Percent Cumulative Percent
Excellent 49 16.3 16.6 16.6
Very Good 116 38.7 39.2 55.7
Good 94 31.3 31.8 87.5
Fair 27 9.0 9.1 96.6
Poor 6 2.0 2.0 98.6
Very Poor 4 1.3 1.4 100.0
Valid
Total 296 98.7 100.0
Missing DK/REF 4 1.3
Total 300 100.0
Q23 - Have you called the Otay Water District for service or other help
during the past
Frequency Percent Valid Percent Cumulative Percent
Yes 51 17.0 17.0 17.0
No 249 83.0 83.0 100.0
Valid
Total 300 100.0 100.0
Q23a - How would you rate your overall level of satisfaction with the service you
received when you called
Frequency Percent Valid Percent Cumulative Percent
Excellent 20 6.7 39.2 39.2
Very Good 13 4.3 25.5 64.7
Good 9 3.0 17.6 82.4
Fair 5 1.7 9.8 92.2
Poor 4 1.3 7.8 100.0
Valid
Total 51 17.0 100.0
Missing System 249 83.0
Total 300 100.0
PPH. How many persons, including yourself, live in your household?
Frequency Percent Valid Percent Cumulative Percent
1 27 9.0 9.1 9.1Valid
2 87 29.0 29.3 38.4
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
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3 57 19.0 19.2 57.6
4 70 23.3 23.6 81.1
5 33 11.0 11.1 92.3
6 12 4.0 4.0 96.3
7 5 1.7 1.7 98.0
8 5 1.7 1.7 99.7
10 1 .3 .3 100.0
Total 297 99.0 100.0
Missing DK/REF 3 1.0
Total 300 100.0
TEN. Is your residence owned by someone in your household, or is it
Frequency Percent Valid Percent Cumulative Percent
Own 270 90.0 90.6 90.6
Rent/other status 28 9.3 9.4 100.0
Valid
Total 298 99.3 100.0
Missing DK/REF 2.7
Total 300 100.0
EDU. What is the highest grade or year of school that you have completed
Frequency Percent
Valid
Percent
Cumulative
Percent
High school or less 48 16.0 16.6 16.6
At least one year of college, trade or
vocational school 93 31.0 32.1 48.6
Graduated college with a bachelor's
degree 114 38.0 39.3 87.9
At least one year of graduate work beyond
a bachelor's degre 35 11.7 12.1 100.0
Valid
Total 290 96.7 100.0
Missing DK/REF 10 3.3
Total 300 100.0
AGE. Please tell me when I mention the category that contains your age...
Frequency Percent Valid Percent Cumulative Percent
18 to 24 2 .7 .7 .7
25 to 34 30 10.0 10.3 11.0
35 to 44 49 16.3 16.8 27.8
45 to 54 75 25.0 25.8 53.6
55 to 64 68 22.7 23.4 77.0
Valid
65 or over 67 22.3 23.0 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
80
Total 291 97.0 100.0
Missing DK/REF 9 3.0
Total 300 100.0
ETH. Which of the following best describes your ethnic or racial background...
Frequency Percent
Valid
Percent
Cumulative
Percent
White, not of Hispanic origin 153 51.0 54.6 54.6
Black, not of Hispanic origin 18 6.0 6.4 61.1
Hispanic or Latino 77 25.7 27.5 88.6
Asian or Pacific Islander 23 7.7 8.2 96.8
Native American 2 .7 .7 97.5
Mixed Ethnicities/Middle Eastern/Other
unspecified 7 2.3 2.5 100.0
Valid
Total 280 93.3 100.0
Missing DK/REF 20 6.7
Total 300 100.0
INC. Now, we don't want to know your exact income, but just roughly, could you tell me if your
annual
Frequency Percent
Valid
Percent
Cumulative
Percent
Under $25,000 18 6.0 7.8 7.8
$25,000 up to but not including
$50,000 43 14.3 18.7 26.5
$50,000 up to but not including
$75,000 53 17.7 23.0 49.6
$75,000 up to but not including
$100,000 56 18.7 24.3 73.9
$100,000 up to but not including
$150,000 41 13.7 17.8 91.7
$150,000 or more 19 6.3 8.3 100.0
Valid
Total 230 76.7 100.0
Missing DK/REF 70 23.3
Total 300 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
81
Otay Water District Open-Ended/Other Responses 2009 General Survey
q6b_other
Frequency Percent Valid Percent Cumulative Percent
296 98.7 98.7 98.7
Cut back on water use 1 .3 .3 99.0
Increased my awareness 1 .3 .3 99.3
Just use less water 1 .3 .3 99.7
What I have done has not worked 1 .3 .3 100.0
Valid
Total 300 100.0 100.0
q6c_other
Frequency Percent Valid Percent Cumulative Percent
297 99.0 99.0 99.0
Release the pressure turn down 1 .3 .3 99.3
Try hard to reduce 1 .3 .3 99.7
Watch the amount of consumption 1 .3 .3 100.0
Valid
Total 300 100.0 100.0
q8_other
Frequency Percent Valid Percent Cumulative Percent
291 97.0 97.0 97.0
A little bit of everything 1 .3 .3 97.3
Combination of factors. 1 .3 .3 97.7
Conspiracy theory..... 1 .3 .3 98.0
Contracts with la 1 .3 .3 98.3
Media created water shortage 1 .3 .3 98.7
Not enough education for the public 1 .3 .3 99.0
Not sure if drought is real 1 .3 .3 99.3
Someone's controlling water 1 .3 .3 99.7
Water district keeping in repair 1 .3 .3 100.0
Valid
Total 300 100.0 100.0
q9_other
Frequency Percent Valid Percent Cumulative Percent
288 96.0 96.0 96.0
A little bit of everything 1 .3 .3 96.3
Valid
Conserve water. 1 .3 .3 96.7
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
82
Keep people away 1 .3 .3 97.0
More awareness 1 .3 .3 97.3
Part time residence 1 .3 .3 97.7
Reduce consumption 1 .3 .3 98.0
To be more aware 1 .3 .3 98.3
Use water for cooking 1 .3 .3 98.7
Wash my hair at the gym 1 .3 .3 99.0
Water pressure 1 .3 .3 99.3
Whatever it takes 2 .7 .7 100.0
Total 300 100.0 100.0
oeq13b
Frequency Percent
Valid
Percent
Cumulative
Percent
219 73.0 73.0 73.0
Because I don't trust Mexican government to
maintain quality of water 1 .3 .3 73.3
Because I don't trust the Mexican Government
control here and not in Mexico plus we could
have our people use the work
1 .3 .3 73.7
Because I don't trust them, and we'd end up
flipping the bill. 1 .3 .3 74.0
Because I lived many years in Mexico not
reliable 1 .3 .3 74.3
Because I think the area in Rosarito needs
water more than we do 1 .3 .3 74.7
Because I wouldn't do anything with Mexico 1 .3 .3 75.0
Because it's from Mexico 1 .3 .3 75.3
Because it's Mexico and they're corrupt. I think
the Mexican government would be dishonest. 1 .3 .3 75.7
Because Mexico is dirty and they don't have
proper regulations for water cleanliness. 1 .3 .3 76.0
Because they're not going to contribute there
share. I think that they should use shower, dish
water to help my plants
1 .3 .3 76.3
Cleanness, we deserve better 1 .3 .3 76.7
Contamination 1 .3 .3 77.0
Corrupt government 1 .3 .3 77.3
Corrupt third world country 1 .3 .3 77.7
Desalinated water done in Mexico could be
tricky. There are too many variables. I need
more information.
1 .3 .3 78.0
Do not like Mexico water 1 .3 .3 78.3
Do not trust Mexico 1 .3 .3 78.7
Don t drink or eat anything from Mexico. 1 .3 .3 79.0
Don't trust Mexico 1 .3 .3 79.3
Valid
Don't trust water 2 .7 .7 80.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
83
Don't want Mexican water, worried about
hepatitis 1 .3 .3 80.3
Environmental factors 1 .3 .3 80.7
HE is in favor of desalinated water, but not
from Mexico 1 .3 .3 81.0
I do not think it is safe for us 1 .3 .3 81.3
I do not trust the Mexican government at all. 1 .3 .3 81.7
I don't know if it would damage my pipes. 1 .3 .3 82.0
I don't know what their regulations are. 1 .3 .3 82.3
I don't like it because I don't trust Mexico, it
has no regulations. Their authority is corrupt. 1 .3 .3 82.7
I don't see why they can't put a plant here in
the United States. 1 .3 .3 83.0
I don't think it's safe. Too many problems with
sewage down there. 1 .3 .3 83.3
I don't think they have as high of standards as
we do, but as far as Otay Water District I do
not like the fluoride in the wat
1 .3 .3 83.7
I don't trust anything that comes from Mexico. 1 .3 .3 84.0
I don't trust Mexico 1 .3 .3 84.3
I don't trust the water supply from Mexico 1 .3 .3 84.7
I don't trust them 1 .3 .3 85.0
I have been to Imperial Beach and San Ysidro
and smelled the sewage there. 1 .3 .3 85.3
I have no confidence in Mexico's standards of
quality. 1 .3 .3 85.7
I think it should be function of the Otay Water
Dist. to do it. 1 .3 .3 86.0
I think their water system is different from ours. 1 .3 .3 86.3
I think we already have a problem with sewage
leaks from Mexico. Why would we trust them? 1 .3 .3 86.7
I think we have enough coastline of our own,
and would be able to control the quality more. 1 .3 .3 87.0
I think we should have one of our own. 1 .3 .3 87.3
I worry about contamination in water from
Mexico 1 .3 .3 87.7
I would be leery of water coming from Mexico. 1 .3 .3 88.0
I would be very leery of the cleanliness. 1 .3 .3 88.3
I would like it to be in the United States. 1 .3 .3 88.7
I would not want any kind of desalinated water
plant in Mexico. And the reason why is
because its Mexico, isn't that enough?
1 .3 .3 89.0
I would rather we do our own. 1 .3 .3 89.3
If we're going to do it, do it here 1 .3 .3 89.7
It doesn't seem safe or sanitary coming all the
way from Mexico. 1 .3 .3 90.0
Keep it here in the state better job rates for us. 1 .3 .3 90.3
Mexico's water is dirty. 1 .3 .3 90.7
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
84
Not in favor for drinking, but ok for watering
lawns 1 .3 .3 91.0
Not real sure they hold up their bargain 1 .3 .3 91.3
Plant should be in the United States not
Mexico 1 .3 .3 91.7
Sewage goes out of Otay Valley to Imperial
Beach 1 .3 .3 92.0
She does not trust the water from Mexico 1 .3 .3 92.3
Skeptical of anything from Mexico 1 .3 .3 92.7
The Mexican authorities will eventually turn it
into a bad deal. 1 .3 .3 93.0
The safety is not guaranteed 1 .3 .3 93.3
The source 1 .3 .3 93.7
The water in Mexico is not clean 1 .3 .3 94.0
The water quality is not good from Mexico. 1 .3 .3 94.3
There's a lot of pollution in Mexico! 1 .3 .3 94.7
There's not enough information about the
desalinated water at that site. No comment. 1 .3 .3 95.0
They are idiots 1 .3 .3 95.3
Too much pollution in Mexico 1 .3 .3 95.7
Unreliable partner 1 .3 .3 96.0
Water could be brought from Northern Cal. 1 .3 .3 96.3
Water quality in that ocean is bad 1 .3 .3 96.7
We need it up here 1 .3 .3 97.0
We need to keep the jobs in America. 1 .3 .3 97.3
We need to keep the water we buy in the
United States. 1 .3 .3 97.7
We should build our own plant in our own
country and employ our own people. 1 .3 .3 98.0
We've had too many problems with sewage
leaks from Mexico. 1 .3 .3 98.3
Why can't they do it in the United States? 1 .3 .3 98.7
Why don't we develop our own? 1 .3 .3 99.0
Why not do it in the United States? 1 .3 .3 99.3
Why pipe in polluted water 1 .3 .3 99.7
Will be giving up control of the Health issue 1 .3 .3 100.0
Total 300 100.0 100.0
q21_other
Frequency Percent Valid Percent
Cumulative
Percent
299 99.7 99.7 99.7
I tap into my neighbor's & get it
free. 1 .3 .3 100.0
Valid
Total 300 100.0 100.0
Otay Water District 2009 General Survey Report (January, 2010) Rea & Parker Research
85
eth_o1
Frequency Percent
Valid
Percent Cumulative Percent
295 98.3 98.3 98.3
American 1 .3 .3 98.7
Arabic 1 .3 .3 99.0
Black caucasian germany 1 .3 .3 99.3
Iraqi 1 .3 .3 99.7
Middle Eastern 1 .3 .3 100.0
Valid
Total 300 100.0 100.0
Customer Satisfaction and Awareness Customer Satisfaction and Awareness
SurveySurvey
OtayOtay Water DistrictWater District--------------------December, 2009December, 2009
Principal Researchers:Principal Researchers:
Richard A. Parker, Ph.D.Richard A. Parker, Ph.D.
Louis M. Rea, Ph.D.Louis M. Rea, Ph.D.
Rea & Parker ResearchRea & Parker Research
Professors, School of Public Affairs, SDSUProfessors, School of Public Affairs, SDSU
Customer SatisfactionCustomer Satisfaction
••Customers demonstrate a high level of overall Customers demonstrate a high level of overall
satisfaction with the satisfaction with the OtayOtay Water District Water District
••Decline from 2008 (7% drop in excellent/very good) Decline from 2008 (7% drop in excellent/very good)
and 2006 (9%) likely due to water rate increaseand 2006 (9%) likely due to water rate increase
••Substantial level of confidence in the DistrictSubstantial level of confidence in the District ’’s s
ability to provide enough water for its customers ability to provide enough water for its customers
••85 percent very confident or somewhat confident 85 percent very confident or somewhat confident
(same as 2008 = 86%, decline from 2006 = 94% and (same as 2008 = 86%, decline from 2006 = 94% and
2005 = 90%) 2005 = 90%)
••Overall high rating of value and quality of the Overall high rating of value and quality of the
work done by the work done by the OtayOtay Water District.Water District.
1%
2%
9%
32%
39%
17%
1%
1%
5%
30%
37%
26%
2%
8%
25%
38%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
200620082009
Chart 1
Overall Satisfaction with Otay Water District as Water Service Provider
Excellent
Very Good
Good
Fair
Poor
Very Poor
47% 43% 9% 1%
49% 45% 5% 1%
32% 54% 12% 2%
39% 46% 11% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 2
Confidence in Ability of Local Water Agencies to Provide Enough Water
Very Confident
Somewhat Confident
Not Very Confident
Not at All Confident
Chart 4
Trust in Otay Water District to Obtain Water at Reasonable Price
Great Deal of Trust, 10%
Good Amount of Trust, 29%
Some Trust, 38%
Not Much Trust, 17%
No Trust at All, 6%
41% 47% 8%2%2%
51% 33% 9% 7%
56% 26% 9% 6%3%
39% 25% 18% 10% 8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 6
Satisfaction with Customer Service
(among 17% who had called for service)
Excellent
Very Good
Good
Fair
Poor
Unsure
2009: First year with "very good" option
25%
27%
21%
34%
15%15%
9%
7%7%
6%
7%
5%
4%4%
12%
2%
0%
5%
10%
15%
20%
25%
30%
35%
Water Trash
Collection
Gas & Electric Telephone Internet Access Cable TV Sewer Unsure
Chart 39
Utility Cited as Best Value by Otay Water District Customers
2009
2008
23%
27%
19%
17%
18%
25%
13%
10%10%
8%
10%
7%7%
6%
0%
5%
10%
15%
20%
25%
30%
Water Gas & Electric Trash Collection Telephone Internet Access Cable TV Sewer
Chart 40
Weighted Ranking of Utilities for Best Value
Utilities ranked 1-2-3 and tallied 3 points for first, 2 points for second, and 1 point for third
2009
2008
Conservation/Water RatesConservation/Water Rates
••Increasing interest in conservationIncreasing interest in conservation
••Awareness of conservation increasing Awareness of conservation increasing
even faster even faster
••Increasing awareness/perception that Increasing awareness/perception that
water rates have gone up during the water rates have gone up during the
past 12 monthspast 12 months
••Higher rates have motivated conservation in Higher rates have motivated conservation in
66% of those who believe that rates have 66% of those who believe that rates have
increasedincreased
••Conservation has focused upon less watering Conservation has focused upon less watering
outside (time vs. days) and shorter showersoutside (time vs. days) and shorter showers
1%
4%
35%
60%
3%
3%
36%
58%
2%
7%
46%
45%
1%
6%
53%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005200620082009
Chart 11
Household's Level of Interest in Conserving Water
High Interest
Moderate Interest
Low Interest
No Interest
26% 61% 4% 9%
34% 61% 5%
52% 39% 5%4%
63% 28% 7% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 12
Household's Awareness of Water Conservation During Past Year
Increasing
Stay the Same
Decreasing
Not Sure
34%
3%
30%
33%
23%
1%
30%
46%
13%
4%
32%
51%
5%
2%
22%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
2005
2006
2008
2009
Chart 7
Trend in Water Rates--Past Year
Gone Up
Stayed About the Same
Gone Down
Not Sure
66%
61%
32% 32%
2%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Not Sure
Chart 8
Higher Water Rates Have Motivated Conservation
(among 71% who believe that rates have increased)
2009
2008
19% 26% 55%
20% 27% 53%
22% 22% 56%
28% 20% 52%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 15
Heard of/Seen and/or Visited Cuyamaca College Water Conservation Garden
Heard of and Visited
Conservation Garden
Heard of but Not Visited
Never Heard of or Seen
45% 54%1%
50% 47% 3%
48% 49% 3%
61% 39%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 16
Changes Made to Watering/Landscaping Practices
as a Result of Visiting Conservation Garden
(among 27% who had visited)
Yes
No
Unsure
Chart 23
Smart Meter Seen as Useful
Yes, 56%
No, 39%
Unsure, 5%
Yes, 60% No, 38%
Unsure, 2%
Yes, 81%No, 17%
Unsure, 2%
Yes, 87%No, 9%
Unsure, 4%
Yes, 96%No, 3%
Unsure, 1%
Yes, 98% No, 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Monitor Overall Water Usage Several
Times per Day
Monitor Overall Daily Water Usage
View and Compare Charts/Graphs of
Water Usage over Time
Notified that Usage is About to Trigger
Increased Rate
Informed about Leaks
Chart 24
Information Desired from Smart Meter
(among 56% who indicate smart meter to be useful)
Desalination/Recycled WaterDesalination/Recycled Water
••Strong support for desalination (86 percent Strong support for desalination (86 percent
very/somewhat important)very/somewhat important)
••Agreement with Mexico less support (59% Agreement with Mexico less support (59%
of the 86%)of the 86%)
••Continued upward trend in support (2008Continued upward trend in support (2008 --
2009 vs. 20052009 vs. 2005 --2006) for using recycled 2006) for using recycled
water to water freeway landscaping, golf water to water freeway landscaping, golf
courses, parks (95%) and water residential courses, parks (95%) and water residential
front lawns (90%)front lawns (90%)
Chart 36
Importance of Desalination for Maintaining Reliable Water Supply
Very Important, 65%
Somewhat Important,
21%
Not Very Important, 3%
Not at All Important, 3%
Unsure, 8%
Chart 37
Favor International Agreement with Mexico to Develop Additional Water Supplies from
Seawater Desalination?
(among 86% who responded that desalination is important)
Yes, 59%
No, 35%
Unsure, 6%
In 2006, all survey respondents were asked if they would favor an international agreement
with Mexico to develop and maintain additional supplies of water. Respondents were 45%
85% 11%
1%
1%
2%
65% 28%
2%
3%2%
82% 18%
86% 9%
1%
3%1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 35
Favor/Oppose Using Recycled Water for Watering Landscape along Freeways, Open
Space, Parks, and Golf Courses
Strongly Favor
Somewhat Favor
Somewhat Oppose
Strongly Oppose
Unsure
63% 19% 4% 3% 11%
46% 35% 7% 5% 7%
76% 20%
2%
2%
78% 12% 3% 5% 2%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 34
Favor/Oppose Using Recycled Water for Watering Residential Front Lawns
Strongly Favor
Somewhat Favor
Somewhat Oppose
Strongly Oppose
Unsure
Website/CommunicationsWebsite/Communications
••Visitors to the Visitors to the OtayOtay Water District website Water District website
have increased (from 19 to 21 to 27 to 32 have increased (from 19 to 21 to 27 to 32
percent) percent)
••But visitors have lowered rating of website But visitors have lowered rating of website
(56%(56%----excellent or good vs. 2005excellent or good vs. 2005--2008 2008
ranging between 67% and 75%)ranging between 67% and 75%)
••Substantial increase in reading newsletter Substantial increase in reading newsletter
and bill inserts and some increase in and bill inserts and some increase in
reading CCRreading CCR
19% 71% 10%
21% 53% 26%
27% 57% 16%
32% 57% 11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2005
2006
2008
2009
Chart 31
Visited Otay Water District Website
Have Visited Website
Have Internet Access But Have Not Visited Website
Do Not Have Access to the Internet
19% 48% 15% 1% 17%
20% 55% 14% 3% 8%
21% 54% 12% 12%
7% 49% 30% 7% 7%
0% 20% 40% 60% 80% 100%
2005
2006
2008
2009
Chart 32
Rating of Otay Water District Website
(among 32% who had visited website)
Excellent
Good
Fair
Poor
Unsure
32%
16%
31%
21%
16%15%
42%
27%
22%
26%
32%
20%
12%
18%
41%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2005200620082009
Chart 28
Read Newsletter or Bill Inserts
Every Time
Most Times
Sometimes
Never
Yes , 42%
No, 58%
Yes , 30%
No, 70%
Yes , 38%
No, 62%
Yes , 38%
No, 62%
0%
10%
20%
30%
40%
50%
60%
70%
2005200620082009
Chart 29
Ever Read Annual Consumer Confidence Report?