A survey of Coachella Valley residents conducted in 2013 found that 94 percent of respondents view water conservation as important. But while nearly 9 out of 10 people are already working to conserve water, almost two-thirds of respondents believe they can do even more to save.

Findings from the 10-minute, 24-question telephone survey – conducted in English and Spanish to residents across the valley – also indicated that desert residents need more help identifying ways to save water outside of their homes, where about 70 percent of domestic water is used. Respondents noted that the top ways they currently cut back on water use include:

• Using water only when needed
• Turning the tap off while shaving, and brushing teeth
• Taking shorter showers
• Using drip irrigation systems

This survey was used as a baseline to develop strategic communications planning for CV Water Counts. The survey helped identify key messaging, target markets and potential mediums for the ensuing campaign.

View the survey results here.