Recycling Campaign KING5 Custom Research Survey USA November 2007 Confidential client communication...
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Transcript of Recycling Campaign KING5 Custom Research Survey USA November 2007 Confidential client communication...
Recycling Campaign
KING5 Custom ResearchSurvey USA
November 2007
Confidential client communication document. No information may be shared or published without consent of KING5
Page 2KING5 Custom Research-Survey USA
Research Methodology
Sample: 600 adults from Seattle.
Technique: Telephone surveys conducted by Survey-USA for KING5 Television.
Field Date: November 20, 2007
Data Collection: This SurveyUSA poll was conducted by telephone in the voice of a professional announcer. Respondent households were selected at random, using Random Digit Dialing (RDD). All respondents heard the questions asked identically. Respondents answered questions by pressing buttons on their phones.
Margin of Error: Overall results considered significant +/- 4.5%. A larger +/- applies to sub-populations, see legend for details.
Page 3KING5 Custom Research-Survey USA
Respondent Profile
Nov-07Gender: Male 49%
Female 51%
Age: 18-34 34%35-49 33%50+ 33%
Race: White 76%Black 5%Hispanic 5%Other 15%
Results may not add to 100%, because percentagesare rounded to whole numbers.
Page 4KING5 Custom Research-Survey USA
Do you own your own home?
Own HomeAll Respondents
56%
43%
3%
Yes No Not Sure
Page 5KING5 Custom Research-Survey USA
Does your household currently recycle paper?
Recycle PaperHomeowners
93%
6%1%
Yes No Not Sure
Page 6KING5 Custom Research-Survey USA
What would you say is the main reason your household recycles paper?
– It's convenient and easy? – It's the law? – It saves money on the garbage bill? – It reduces what goes into a landfill? – It makes a difference in the community? – It helps fight global warming? – It helps save our natural resources, like trees? – Or some other reason?
Main Reason for Recycling Paper
Homeowners Who Recycle Paper
Nov07 +/-5.7%
19%
6% 5%
37%
4%
9%
18%
2%
Convenient The Law SavesMoney
ReducesLandfill
Makes aDifference
FightGlobal
Warming
SaveNatural
Resources
Other
18-34• 37% Reduces landfill• 19% Convenient & easy
35-49• 44% Reduces landfill• 28% Saves natural
resources50+
• 31% Reduces landfill• 23% Convenient easy
Page 7KING5 Custom Research-Survey USA
Does your household have a yard and food waste cart service?
Yard & Food Waste CartHomeowners
Nov07 +/-5.1%
67%
29%
4%
Yes No Not Sure
Page 8KING5 Custom Research-Survey USA
When you throw away your leftover food scraps, – Do you put them in the garbage every time? – Do you put them in your compost bin every time? – Do you put them in your yard waste cart every time? – Do you put them in your yard waste cart about once a
month? – Do you put them in your yard waste cart a few times a
year? – Or do you put them somewhere else?
How Often Throw Away Food Scraps
Homeowners Who Have a Food Waste Cart
Nov07 +/-6.7%
28%
18%
31%
11%
4%
8%
1%
GarbageEvery Time
Compost BinEvery Time
Yard WasteCart Every
Time
Yard WasteCart Once a
Month
Yard WasteCart a Few
Times a Year
Other Not Sure
• 40% of Adults 18-34 put scraps in the garbage every time; 28% in the yard waste cart
• 31% of Adults 35-49 put scraps in the yard waste cart every time followed by 25% in the compost bin every time
• 32% of Adults 50+ put scraps in the yard waste cart every time and 29% in the garbage every time
Page 9KING5 Custom Research-Survey USA
What is the main reason your household does NOT put leftover vegetable scraps in your yard waste cart? It's too messy?
– The cart attracts animals or insects? – You are not sure what food scraps can go in the cart? – The cart is not collected often enough? – It's not convenient? – Or some other reason?
Reason For Not Putting Food Scraps in Cart
Homeowners Who Do Not Put Scraps In Cart Every Time
Nov07 +/-9.3%
12%
19%21%
6%
17%
22%
2%
Too Messy AttractsAnimals/Insects
Unsure WhatGoes in Cart
Cart NotCollectedEnough
NotConvenient
Other Not Sure
• 35% of 18-34 are not sure what goes in cart
• 27% of 35-49 say it’s not convenient• 23% of 50+ think it attracts animals
Page 10KING5 Custom Research-Survey USA
Have you recently seen or heard any information on recycling or composting?
Seen/Heard Information on Recycling/Composting
Homeowners
Nov07 +/-5.2%
66%
34%
1%
Yes No Not Sure
18-34• 63% Yes
35-49• 60% Yes
50+• 72% Yes
Page 11KING5 Custom Research-Survey USA
Where did you see or hear the information? – TV? – Radio? – Newspaper? – A collection calendar? – A newsletter mailed to your house? – Internet? – Word of mouth? – A community event? – Or somewhere else?
Where Was InformationHomeowners Who Saw Information
Nov07 +/-6.7%
21%
10%12% 12%
32%
4%2% 2%
5%
TVRad
io
Newsp
aper
Collec
tion
Calen
dar
Newsle
tter
Inte
rnet
Word
of M
outh
Event
Not S
ure
18-34• 25% TV• 21% Newsletter
35-49• 34% Newsletter• 20% TV
50+• 36% Newsletter• 19% TV
Page 12KING5 Custom Research-Survey USA
Of the following TV commercials about recycling, which do you remember most?
– The Commercial promoting the Fremont Oktoberfest? – The Pagliacci Pizza Commercial saying pizza boxes can
go in yard waste cart? – The cartoon composting commercial that ended with
"Recycle. Why Waste a Good Thing?" – The Tom Douglas and Kathy Casey Cooking Commercial? – The recycling commercial featuring Jones Soda, Seattle
Times and Patagonia? – Or some other commercial?
TV CommercialsRespondents Who Remember TV Ad
Nov07 +/-14.7%
3%
51%
12%
4%
12%14%
5%
FreemontOktoberfest
P agliacciP izza
CartoonComposting
Douglas &Casey
RecyclingCommercial
Other Not Sure
18-34• 50% Pagliacci Pizza• 33% Recycling commercial
(Jones Soda, Seattle Times and Patagonia)
35-49• 57% Pagliacci Pizza• 20% Other• 16% Cartoon Composting
50+• 47% Pagliacci Pizza• 17% Cartoon Composting
Page 13KING5 Custom Research-Survey USA
Of the following radio advertisements about recycling, which ONE do you remember most?
– The Tully's Compostable Cup advertisement? – The Kathy Casey ad? – The Pagliacci Pizza ad? – The Tom Douglas ad? – The Snoose Pizza ad? – Bite of Seattle ad? – The Goods for the Planet ad? – Or some other radio ad?
Radio CommercialsRespondents Who Remember Radio Ad
Nov07 +/-21.7%
26%
0%
20%
3%0% 0%
2%
44%
3%
Tully'sCup
KathyCasey
P agliacciP izza
TomDouglas
SnooseP izza
Bite ofSeattle
Goodsfor theP lanet
Other Not Sure
18-34• 100% Other
35-49• 54% Tully’s• 20% Other• 35% Pagliacci Pizza
50+• 48% Other• 14% Pagliacci Pizza
& Tom Douglas (tie)
Page 14KING5 Custom Research-Survey USA
Which of the following educational information from the Seattle Public Utilities are you most familiar with?
– The Curb Waste + Conserve Quarterly Newsletter? – The @ Your Service Newsletter that comes with utility
bill? – The Garbage and Recycling Collection Calendar? – The Improve Your Recycling IQ Poster? – A Yard and Food Waste Poster? – Or some other information?
SPU Educational InformationHomeowners
Nov07 +/-6.7%
32%
21%
30%
2%
5%
8%
3%
Curb Waste +Conserve
Qrtrly
Utility BillNewsletter
CollectionCalendar
Recycling IQP oster
Yard & FoodWasteP oster
Other Not Sure
18-34• 34% Curb Waste &
Conserve Quarterly• 25% Collection Calendar• 15% Yard & Food Waste
Poster35-49
• 34% Curb Waste & Conserve Quarterly
• 32% Collection Calendar• 26% Utility Bill Newsletter
50+• 30% Curb Waste &
Conserve Quarterly• 30% Collection Calendar• 24% Utility Bill Newsletter