Analysis and Findings of 

The Gallup Organization’s

Drinking Water Customer Satisfaction Survey

August 6, 2003

The U.S. Environmental Protection Agency

Office of Groundwater and Drinking Water (OGWDW)

1200 Pennsylvania Ave., N.W. (4606M)

Washington D.C., 20460-0001
Office of Water (4606M)

EPA 816-K-03-005

www.epa.gov/safewater 

August 2003 Printed on Recycled Paper
1 Based on information from the Safe Drinking Water Information System (SDWIS) database for the fourth

quarter of 2002.

2

 The margin of error due to sampling is about plus or minus 3% at 95% confidence level with

1,000 interviews at the national level for all data.

1

Introduction

The Environmental Protection Agency is responsible for assuring the

safety of the nation’s drinking water. The Agency has set health-based standards

for over 80 contaminants. These contaminants are regulated in public drinking

water systems. Over 2671

 million Americans receive their drinking water from

public water systems subject to EPA regulations. EPA and water systems must

provide customers with relevant information about the safety of their drinking

water empowering citizens to make informed choices. Focus groups, public

comment periods, and surveys are some of the many tools the Agency uses to

understand public attitudes, trends, and assess consumer awareness of drinking

water issues.

In 1998, a survey sponsored by the National Environmental Education and

Training Foundation (NEETF) was conducted by Roper Starch Worldwide. The

survey looked at consumer awareness of environmental issues. The Roper

survey provided EPA with a benchmark for understanding the public’s awareness

and interest in drinking water issues. 

EPA determined the timing was appropriate to conduct a follow up to the

Roper survey to gauge public awareness of general drinking water issues. Water

systems completed their fourth round of consumer confidence reports and the

deadline for completion of state source water assessments is rapidly

approaching. EPA concluded it would be opportune to assess public perception

of these reports, and document trends and attitudes to help determine how to

provide information to the public more effectively.

EPA commissioned the Gallup Organization to conduct a nationwide

telephone survey of 1,000 households during August and September of 20022. 

The survey assessed: 1.) General drinking water consumer knowledge, 2.) Water

use behavior, 3.) Public confidence with information sources, and 4.) Value

placed on EPA’s right-to-know efforts. Findings from the survey demonstrated

that Americans recognize the importance of receiving information on aspects of

their drinking water and value being informed.
3 EPA sources estimate that approximately 15% of Americans are on private wells.

2

19.4%

75.1%

5.5%

Private Well Water Supplier Don't Know

0.2%

15.9%

29.2%

9.6%

15.7%

29.4%

Well or

Ground

Water

A Lake or

Reservoir

A River Multiple

Sources

Don't

Know

Refused

General Drinking Water Consumer Knowledge 

Findings:

• Gallup results reveal the American public has a basic understanding of their

drinking water supply and source. The public understands the connection

between the source of their water and their tap water, and the relationship of

water suppliers to their tap water.

Gallup Survey Results:

In order to measure consumer awareness of general drinking water issues,

Gallup asked respondents if they could identify whether their household tap

water came from a community water system or a private well. 

• 94% (which equates to 264M individuals Nationally) were able to identify

whether they were on a community water system (CWS) or Private Well. 

• 19% (53M Nationally) stated they owned private wells3

• 75% (210M Nationally) stated they obtained water from water suppliers.

 

3⁄4 Of those who knew they were on a CWS, 74.5% were able to name

their water system provider.

3⁄4 71% of those on CWSs, were able to identify the source (i.e., lake,

reservoir, aquifer, etc.).

 

Americans Identify Where Their Drinking Water Supply Comes From
3

Data:

Knowledge of water supply and source has remained fairly constant over

the past four years. The Gallup results were similar to results obtained in the

1998 Roper Survey. Seven out of 10 Americans receiving their drinking water

from service providers were able to identify their source (i.e., a lake, reservoir,

aquifer, river, etc.) and name their water service provider. 

With the passage of the 1996 Safe Drinking Water Act (SDWA)

Amendments, provisions were added for consumer right-to-know efforts. The

Consumer Confidence Reports (CCRs) are the centerpiece of these provisions. 

One of the many goals of these reports was to increase an individual’s

understanding of where their drinking water source comes from. These reports

were designed as a way to encourage dialogue between consumers and drinking

water utilities with the hope of getting consumers more involved with decisions

that affect their health. 

Most Americans get their drinking water from large municipal water

systems that rely on surface water sources such as rivers, lakes, and reservoirs,

or groundwater sources such as wells and aquifers. The Agency was pleased to

confirm that Americans are knowledgeable about where their water comes from.

Ninety-four percent were able to identify whether they were on a CWS or a

private well. This represents an increase from Roper Survey results (74%).

Seven out of 10 identified their source, which matched the Roper results from

1998. This trend indicates Americans are aware about general drinking water

issues. 

Next Steps:

Right-to-know provisions are based on the belief that accountability to the

public is vital to address and prevent threats to drinking water. These provisions

are designed to encourage consumers to become more involved. 

• EPA will continue talking with stakeholders to evaluate what can be done to

make CCRs more visible and improve public knowledge of drinking water

sources. 
4

P e rce n t o f A m e rica n s W h o U se D rin kin g 

W a te r Tre a tm e nt or Filte ring De vice s

27% 32% 32% 37%

38% 41%

0 %

10%

20%

30%

40%

50%

1995

WQA

1997

WQA

1998

Roper

1999

WQA

2001

WQA

2002

G a llu p

Water Use Behavior and Trends

Findings:

• The United States enjoys one of the cleanest drinking water supplies in the

world. Gallup results indicate that a significant number of Americans drink tap

water. However, a significant percentage have added some type of treatment

or opted to purchase bottled water citing taste, odor, or health concerns as

reasons for doing so.

Gallup Survey Results:

Survey results show that:

• 82% (which equates to 231M Nationally) drink tap water.

• 56% *(157M) drink water straight from the tap. 

• 37% *(104M) reported using a filtering or treatment device. 

• 74% (208M) purchase and drink bottled water. 

• 20% *(56M) drink bottled water exclusively

(* Please note: Percentages total 113%. The Gallup survey asked specific

questions regarding water use. Percentages may overlap. For example people

who drink tap water at home, may buy bottled water when they are out, or they

may filter tap water at the office but not at home. The percentages in this case

overlap.)

Data:

Many Americans are opting to treat their tap water. Gallup’s result of 37%

was slightly lower than the 41% obtained in a 2001 National Consumer Water

Quality Survey conducted by the Water Quality Association (WQA) as reported in

the AWWA Journal, August 2002. In 1998, Roper Survey results revealed that

32% of respondents use filtering or treatment devices. Differences may be

accounted for in sampling, methodology, margin of error, question wording, etc. 

Regardless, there has been an increase in the use of water filtering treatment

devices in the past few years (a reported 38% in 1999, 32% in 1997, and 27% in

1995 (The 1999 National Consumer Water Quality Survey conducted by the

Water Quality Association)). 
4 Respondents in the 1998 Roper Survey were allowed to selected more than one response.

5

Gallup demographic results indicated

younger age groups (e.g., those in their

30’s and 40’s) and those with higher

education levels (e.g., college or more)

were more likely to purchase

filtering/treatment devices and bottled

water.

U.S. Bottled Water Market Sales 

1990-2000

5,033.2 4,646.1 4,146.0 3,775.8 3,167.5 3,449.3

2,237.6

0

1,000

2,000

3,000

4,000

5,000

6,000

1990 1995 1996 1997 1998 1999 2000

Millions of Gallons

When Gallup asked

respondents why they boiled,

filtered, treated tap water, or

purchased bottled water, the most

frequent responses cited were

health related issues (33.3%),

followed by taste (27.7%) and

convenience (17.5%). In the

1998 Roper Survey, the top

reasons cited for drinking bottled

water or boiling, filtering or in some way treating tap water was due to taste,

smell, or color (69%), followed second, by stories in the news about pollution

(49%), and third, for convenience (41%).4

“American consumers spent more than $1 billion on all manner

of home water filtering gear last year, according to Frost and

Sullivan, a market research firm. One third of the water they

drank was bottled.”

-Consumer Reports, January 2003

Bottled water use continues to rise. The increased use of bottled water

may be a result of a consumer shift away from soft drinks and other beverages. 

While bottled water sales have been increasing over the past several years, soft

drink sales have remained steady, and beer consumption has been dipping (It’s

Water Torture, New York Post, May 2003). Bottled water can now be found in

vending machines alongside soft drinks, in grocery stores, and at restaurants. 

Trends show an average of 10% increase in bottled water sales each year from

1995 to 2000. National marketing research from 2002 showed that water bottlers’

sales grew more than 13% in the last five years (On Tap Magazine, Spring

2003). 

 Source: Beverage Marketing Corporation of New York
6

The average cost of bottled water is $.89 per gallon, $2.25 if delivered

(Consumer Reports, January 2003). The average cost for tap water is less than

a penny a gallon, indicating that cost for what is perceived as better quality water

is not a factor in consumer choices. 

Next Steps: 

With only slightly more than half of the respondents (56%) indicating they

drink water straight from the tap, and 1 in 5 choosing to use bottled water

exclusively, EPA and its partners must work together to increase consumer’s

trust in public water supplies. Meeting customer needs, exceeding customer

expectations, and providing accurate and timely information on drinking water

quality will help develop and maintain public confidence in tap water. Americans

have one of the cleanest drinking water supplies in the world. EPA’s database

indicates 94% of Americans are drinking water that meets federal standards. 

Therefore, a number of Americans may be taking unnecessary and costly

precautions. An increase in trust of water quality may result in increased public

involvement in decision making, and stronger community support. In addition, a

well informed public is better able to make choices that are cost effective and

offer the level of health protection customers feel is important for them. To

increase public trust, it is critical that water systems, states, and federal entities

utilize all outreach mechanisms available to continue to promote dialogue, raise

awareness, and promote confidence.

• EPA recognizes this survey should be conducted frequently to document

trends and consumer perception. The Office of Water will propose to conduct

a similar survey approximately once every three years, to better understand

customers needs and concerns. 

• EPA will share this information with stakeholders and establish dialogue to

determine how to build trust, increase awareness and provide the kind of

information consumers want in a timely manner. 
7

Value of Consumer Confidence Reports

Findings:

• Results indicate customers are generally satisfied with the information they

are receiving from their water companies and their local or state

environmental offices. 

• CCRs are effectively empowering and providing citizens with information.

• Only 7% of those who read their CCRs changed their tap water usage

behavior after reading the report, 93% did not, indicating that consumers were

not alarmed by the report.

Gallup Survey Results:

• Nationally, 29% (which equates to 81M Nationally) are reading their CCRs.

• 34% (96M) are aware of the CCR requirement.

• 37% (104M) remember seeing their CCR.

3⁄4 78% (81M) of those who remember receiving a CCR, read the report.

3⁄4 Over 80% (64M) felt the information was adequate, educational, and

useful.

3⁄4 71% (74M satisfied) overall satisfaction rating.

Data:

The centerpiece of the Safe Drinking Water Act’s “right-to-know”

provisions is the Consumer Confidence Report rule. Annual drinking water

quality reports or CCRs were based on the premise that consumers have a right

to know what is found in their drinking water. Reports were intended to promote

dialogue between consumers and water systems, raise consumer awareness,

promote confidence in drinking water, and help customers make informed

decisions. Reports are intended to be clear, easy to understand, and provide a

starting point for customers to learn more about their water.

Gallup asked a series of questions to determine if consumer right-to-know

efforts are reaching the intended audience, assess attitudes and perceptions on

information included in CCRs, and evaluate if format and content were meeting

customer expectations and distribution preferences. Results suggest one of

three respondents is aware of the CCR requirement. Thirty-seven percent

remembered receiving the report in the mail or seeing it in the newspaper, and 

78% of those who recall receiving the report took the time to read it. 

Gallup’s results are higher than data obtained from other surveys and

research studies. The Water Quality Association reported in the 2001 National

Consumer Water Quality Survey that less than 1 in 5 (17%) recalled receiving

and reading CCRs. The length of time between when CCRs were first received

and when surveys were administered (approximately 1-2 months for Gallup and

7 months for WQA) may account for the difference. Sample size, survey

methodology, and margin of error may also account for some differences.

Further, a study conducted for the California Water Awareness Campaign

(CWAC) in October and November of 2001, indicted that exposure to messages

of water quality or conservation was low at 26% . 
8

Demographics from Gallup’s survey

indicate individuals living in homes and

mobile homes are more likely to receive

CCRs, while those living in apartments,

townhomes, or condos were half as

likely to see reports. 

Satisfaction with CCR*

88.1%

82.3%

78.6%

76.5%

61.9%

59.6%

51.9%

0% 20% 40% 60% 80% 100%

Adequacy of Information

Educational/Useful

Easy to Understand

Trustw orthy

Technicality

Level of Detail/Length

Appeal

Agree/Strongly Agree

Gallup asked those

respondents who had read their

CCR a series of questions to

gauge customer satisfaction. The

majority indicated they were

satisfied with various aspects of

the report in terms of adequacy

(88%), usefulness (82%), ease of

understanding (79%),

trustworthiness (77%), technical information (62%), and length (60%). Ninetythree percent did not change their water use after reading the information in the

report.

*Note: The graph is based on the 232 respondents who remembered receiving

 CCR in the mail or newspaper, and took the time to read it.

The format and content appear to meet respondent needs and

expectations. Overall, the majority of respondents who read the report were

satisfied with the report. Seventy-one percent responded they were confident or

very confident about the quality and safety of their tap water. Nine out of 10

indicated they wanted to continue receiving some type of drinking water

information. 

Gallup results suggest the reason for CCRs not reaching a larger

audience may not be due to a lack of interest on the part of the public. Rather, a

lack of publicizing efforts explaining the requirements of the regulation, as well as

the availability of such documents may account for the low number of

respondents who recalled seeing the report. 
5 Used with the permission of the Washington Suburban Sanitary Commission.

9

Next Steps:

• EPA plans to share this information with water associations, environmental

groups, States, water systems, and other stakeholders to encourage

discussion on what can be done to make the requirements and CCRs

themselves more visible. 

• The Agency is planning to highlight success stories from water systems who

view CCRs as a successful public outreach tool. 

 Example of a Consumer Confidence Report5
6 To view and order the poster, go to http://www.epa.gov/safewater/publicoutreach/posters_vids.html

10

Public Confidence and Consumer Satisfaction

Findings:

• The public wants information.

• Results indicate customers are satisfied with the information they are

receiving from their water companies, environmental organizations, and local

and state environmental offices. 

• The majority of Americans are confident about the quality and safety of their

tap water.

Gallup Survey Results:

• 71% (which equates to 200M Nationally) responded they were confident or

very confident about the quality and safety of their tap water. 

• 94% (264M) agreed receiving information on possible contaminants, health

effects, and protection was important. 

• 88% (247M) stated that additional information about taste, smell, and color of

their tap water is important. 

• Overall, of those who read their CCR, 71% were satisfied with the information

they received. 

Data:

Findings demonstrate that Americans recognize the importance of

receiving information on all aspects of drinking water. Nine out of 10 want the

type of information currently required in CCRs. The format and content of CCRs

appear to meet customer expectations. Gallup concluded the majority of

respondents who reported receiving information were satisfied with the

characteristics of the documents, recording a 71% overall customer satisfaction

rating.

Next Steps:

Public right-to-know provisions are based on the belief that accountability

to the public and public support are vital to not only addressing threats to drinking

water quality, but also preventing future threats. While EPA is excited that the

majority of respondents are satisfied with the information they are receiving, the

Agency hopes to continue to improve this satisfaction rating. 

• EPA has developed web-based software that will simplify creating consumer

confidence reports that meet all federal requirements while providing

important information to consumers in plain English. 

• Recent changes to the public notification requirements give consumers more

accurate and timely information on violations. 

• The Office of Ground Water and Drinking Water created a poster highlighting

water systems using innovative communication techniques.6

 

• EPA is meeting with stakeholders to identify ways to increase awareness of

the reports.
7

 Percentages are for a subset of all respondents, 140 responses total. 

11

Public Confidence with Information Sources

Findings:

• Findings demonstrate the public values receiving information on their drinking

water. 

• Respondents expressed having the most confidence in doctors and health

care professionals, followed by state environmental agencies, environmental

groups, and water companies.

Gallup Survey Results:

• 71% (200M Nationally) are confident or very confident about the quality and

safety of their tap water.

• For respondents that remembered seeing tap water information7, the majority

receive information from:

3⁄4 the media--65.8% 

3⁄4 water company—38.5% 

3⁄4 environmental groups—34.8

• However, for all respondents, they trust: 

3⁄4 Doctor/healthcare professional—79.2% 

3⁄4 State environmental agency—73.2% 

3⁄4 environmental/public interest group—66.2%

3⁄4 water company 64.3%

Data:

Respondents indicate they prefer receiving information from individuals

they trust. Respondents expressed having the most confidence in doctors and

health care professionals, followed by state environmental agencies,

environmental groups, and water companies respectively. The Gallup results

indicate that the public has a slightly higher trust in State government and water

companies then results from the original 1998 Roper Survey indicate (56% and

58% respectively). The media and Internet were rated as less credible sources,

however, most individuals cited receiving the majority of information through the

media. It is possible that the most cost effective and credible sources have yet to

be tapped.
8 For more information, go to http://www.epa.gov/safewater/publicoutreach/posters_vids.html

12

Confidence With Information Sources

79.2%

73.2%

66.2%

64.3%

57.1%

56.1%

41.5%

Doctor/Healthcare Prof.

State Env. Agency

Enviro Groups

Water Companies

New spaper/TV

Federal Govt.

Internet

Level of Confidence (Confident/Very Confident)

Next Steps:

EPA is piloting a video series entitled “Tap Into Prevention: Drinking Water

Information for Health Care Providers” highlighting three case studies

documenting water-borne concerns.8

 The series stresses that health care

providers are trusted sources of information. Doctors, nurses, and other health

care providers are on the front lines of recognizing, reporting, and preventing

waterborne illnesses. The case studies are targeted to the medical community to

increase their awareness of water-borne illnesses and/or contaminants that may

affect public health.

• EPA will pilot the video series and share information regarding the trends

observed and results obtained from Gallup with the Medical Community in

2003.

3⁄4 National Environmental Health Association—June 8-9, Reno

3⁄4 American College of Nurse Practitioners—June 28-July 1, Anaheim

3⁄4 American Public Health Association—November 15-19, San Francisco

3⁄4 National Association of City and County Health Officials/Association of

State and Territorial Health Officials—September 9-12, Phoenix

• EPA also plans to have exhibits at conferences to exchange information and

to express the importance of local leaders encouraging their medical

community to become involved.

3⁄4 National Science Teacher Association, Association of State Drinking

Water Administrators, American Water Works Association, National

Rural Water Association Conferences.
13

Value Placed on Source Water Assessments

Findings:

• Gallup concluded that the majority of respondents are currently unaware of

state source water assessment (SWA) efforts.

Gallup Survey Results:

• 4% (1.1M Nationally) indicated seeing their SWAs.

• 22% (6.2M) have received some type of information on potential pollution that

may affect the safety or quality of their drinking water. 

• 85% (238M) indicated they would be interested in receiving information on

source water.

Data:

Right-to-know efforts will be further enhanced with the addition of source

water assessments. States are required under the 1996 SDWA amendments to

assess the condition of every public water supply within the state, and provide an

explanation of the source’s boundaries and contamination threats. Currently,

only 4% of those surveyed had seen their SWAs. However, states are not

required to have these reports completed until the year’s end. Gallup results

indicate 85% of Americans are interested or willing to learn more about source

water and take action towards source water protection. The vast majority (78%)

reported they have not been exposed to any information regarding pollution that

may affect the quality or safety of their drinking water source. The completion of

the SWAs and inclusion of their availability in CCRs should improve these

numbers in the future.

Next Steps:

The Safe Drinking Water Act right-to-know provisions will be enhanced by

the addition of source water assessments in 2003. The data collected by Gallup

provides EPA with baseline numbers to assess trends once the requirement is

fully implemented. 

• EPA will reevaluate the data after the next survey to measure progress and

evaluate implementation of the requirement.
14

Conclusion

Four years ago, customers of public water systems did not receive

information on the quality of their drinking water. With the passage of the right-toknow provisions of the Safe Drinking Water Act, consumers are now provided

with this information on an annual basis. Currently, 1 in 3 Americans are aware

that their water suppliers are required to send out annual drinking water quality

reports (CCRs). One hundred and four million individuals remember receiving

last year’s report. Of those, 81 million read their report. Trends show the use of

filtering or treatment devices, and bottled water sales are increasing. Consumers

indicate that they want to receive information on all aspects of their drinking

water and the information provided in CCRs seems to meet consumer needs.

Increase trust in water quality and information provided about it, may lead to an

increase in public involvement in decision making, community support for

infrastructure improvements, an increase in public interaction, and consumers

making more informed choices. In order to achieve these outcomes, it is critical

that water systems, states, and federal entities utilize all outreach mechanisms

available to continue to promote dialogue, raise awareness, and promote

confidence.

Summary of Next Steps:

• Consumer Confidence Report provisions of the SDWA are based on the

belief that accountability to the public is vital to address and prevent threats to

drinking water quality in the years ahead. EPA will continue talking with

stakeholders to evaluate what can be done to make CCRs and SWAs more

visible and improve public knowledge of the CCR and SWA requirements.

• EPA has developed web-based software that will simplify creating consumer

confidence reports that meet all federal requirements while providing

important information to consumers in plain English. 

• The Agency will share this information with stakeholders and establish a

dialogue to determine what the next steps should be.

• EPA recognizes this survey will need to be conducted on a frequent basis,

and will propose to conduct this once every three years to document trends

and assess public perceptions.