DOE: Organic Waste
KING5 Custom ResearchSurvey USA
2008
Confidential client communication document. No information may be shared or published without consent of KING5
Page 2KING5 Custom Research-Survey USA
Research Methodology
Sample: 800 adults from King, Kitsap, and Snohomish counties.
Technique: Telephone surveys conducted by Survey-USA for KING5 Television.
Field Dates: September 28-30, 2007 April 28-29, 2008 September 30 – October 1,2008
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
Highlights
• The number of respondents that dispose of grass clippings, branches and other yard debris in their yard waste cart grew 13% from April-08.
• Households with a yard waste cart collection service increased 13% from April-08.
• Respondents who put their leftover vegetable food scraps in their yard waste cart grew 10% from April-08.
Page 4KING5 Custom Research-Survey USA
Respondent Profile
Sep-07 Apr-08 Sep-08Gender: Male 49% 49% 49%
Female 51% 51% 51%
Age: 18-34 33% 33% 33%35-49 34% 34% 34%50+ 33% 33% 33%
Race: White 79% 79% 79%Black 4% 4% 4%Hispanic 4% 4% 4%Other 13% 13% 13%
Region: King County 62% 50% 65%Kitsap County 12% 22% 13%Snohomish County 25% 27% 22%
Results may not add to 100%, because percentagesare rounded to whole numbers.
Page 5KING5 Custom Research-Survey USA
Do you live in a single family home? – Yes– No– Not sure
Single Family HomeAll Adult Respondents
78%
20%
2%
74%
24%
2%
78%
21%
2%
Yes No Not Sure
Sep-07 +/-2.9%
Apr-08 +/-3.1%
Sep-08 +/-2.9%
Page 6KING5 Custom Research-Survey USA
Do you have a lawn or garden at your home? – Yes– No– Not sure
Lawn/Garden at HomeAdults Who Live in a Single Family Home
81%
18%
1%
78%
22%
0%
81%
18%
1%
Yes No Not Sure
Sep-07 +/-3.2%
Apr-08 +/-3.4%
Sep-08 +/-3.2%
Page 7KING5 Custom Research-Survey USA
How do you dispose of grass clippings, branches and other yard debris?
– Do you put them in your yard waste cart? – A compost bin or pile? – Regular garbage? – Do you burn them? – Take them to a dump or transfer station? – Do you leave it on your lawn? – Do you use a lawn service? – Or do you do something else?
Disposal of Grass Clippings, etc.Adults Who Have a Lawn or Garden
52%
27%
2% 3% 2%
7%3%
31%
3% 2% 1%
9%
3%
61%
3%3%
48%
2%3%6%
1%2%2%
23%
YardWasteCart
CompostBin
Garbage Burn Them Dump Leave onLawn
LawnService
Other
Sep-07 +/-4.5%
Apr-08 +/-4.7%
Sep-08 +/-4.4%
Page 8KING5 Custom Research-Survey USA
Does your household have a yard waste cart collection service?
– Yes– No– Not sure
Yard Waste Collection ServiceAdults Who Have a Lawn or Garden
68%
31%
2%
64%
36%
0%
77%
23%
0%
Yes No Not Sure
Sep-07 +/-4.2%
Apr-08 +/-4.5%
Sep-08 +/-3.8%
Page 9KING5 Custom Research-Survey USA
When you throw away your leftover vegetable food scraps, what do you normally do with them?
– Put them in your yard waste cart? – Put them in the garbage? – Put them in your compost bin? – In the garbage disposal in your sink? – Feed them to animals? – Or something else?
Vegetable Food ScrapsAdults Who Have a Lawn or Garden
22%
39%
17% 17%
5%
0%
20% 20%18%
6%
1%
30%
18% 17%
3%1%
36%
31%
Yard WasteCart
Garbage Compost Bin GarbageDisposal
Feed Animals Other
Sep-07 +/-4.5%
Apr-08 +/-4.7%
Sep-08 +/-4.5%
Page 10KING5 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? – Don’t have a yard waste cart (not in Sep-07 survey)– Or some other reason?
Main Reason for Not Using Yard Waste Cart for Food ScrapsAdults Who Do Not Have a Yard Waste Cart
7%
18%
20%
5%
23%
2%
8%
23%
9%
12%
1%
18%
7%
21%
2%
24%
13%
16%
18%
8%9%
14%
21%
Too Messy AttractsAnimals
Unsure WhatGoes in Cart
NotCollectedEnough
NotConvenient
Don't HaveCart
Other Not Sure
Sep-07 +/-6.5%Apr-08 +/-6.9%Sep-08 +/-6.5%
Page 11KING5 Custom Research-Survey USA
What is the main reason your household puts leftover vegetative scraps in your yard waste cart?
– Saves money on the garbage bill? – It reduces landfill waste? – It's good for the environment? – It makes compost for parks and gardens? – It's easy and convenient? – It's the law? – Fight global warming? (not in Sep-07 survey)– Or some other reason?
Main Reason for Using Yard Waste Cart for Food Waste
Adults Who Have a Yard Waste Cart
8%
32%
36%
13%
2%
7%
0%
17%
30%
20%
4%
1%
1%
1%
10%
28%
40%
11%
6%
0%
1%
3%
26%
Saves Money
Reduce Landfill Waste
Good for Environment
Makes Compost
Easy / Convenient
It's the Law
Fight Global Warming
Other
Sep-07 +/-9.7%
Apr-08 +/-10.9%
Sep-08 +/-8.2%
Page 12KING5 Custom Research-Survey USA
In the past six months, has the amount of vegetative food scraps and yard clippings you put in your yard waste cart or compost bin
– Increased? – Decreased? – Or stayed about the same?
Food/Waste AmountsAdults Who Have a Yard Waste Cart
26%
10%
61%
3%
20%
10%
67%
2%
27%
11%
60%
2%
Increased Decreased About the Same Not Sure
Sep-07 +/-5.2%
Apr-08 +/-5.4%
Sep-08 +/-5%
Page 13KING5 Custom Research-Survey USA
What is the main reason the amount of vegetative food scraps and yard clippings you put in your cart has increased?
– You learned more about what can go in the cart? – You learned more about the benefits of recycling? – You just have more food scraps and yard clippings? – You want to cut waste and save money? – You have a new cart or compost bin? – Or some other reason?
Reason Food/Waste Put in Cart Increased
Adults Who Have Increased Food/Yard Waste Put in Cart
64%
4%
22%
0%
5% 3% 3%
17%
26%
3% 5% 4%0%
7%
31%
3%6% 4%
0%
45%48%
LearnedWhat can
Go In
LearnedAbout
Benefits
Have MoreScraps
Cut Waste /Save
Money
Have aNew Cart
Other Not Sure
Sep-07 +/-10.2%
Apr-08 +/-12.8%
Sep-08 +/-9.9%
Page 14KING5 Custom Research-Survey USA
Have you seen or heard any information recently on recycling vegetative food scraps or yard clippings?
– Yes– No– Not sure
Seen/Heard Information on Food/Yard Recycling
Adults Who Have a Lawn or Garden
49% 50%
1%
51%49%
1%
50% 49%
1%
Yes No Not Sure
Sep-07 +/-4.5%
Apr-08 +/-4.7%
Sep-08 +/-4.5%
Page 15KING5 Custom Research-Survey USA
Where Was Information Adults Who Saw/Heard Information
Where did you see or hear the information?
– TV? – Radio? – Newspaper? – A collection calendar or newsletter
mailed to your house? – Internet? (asked in Sep-07)
– Word of mouth? (asked in Sep-07)
– A community event? (asked in Sep-07)
– Or somewhere else? (asked in Sep-07)
10%
12%
31%
1%
3%
1%
2%
50%
12%
1%
2%
0%
2%
10%
9%
0%
3%
5%
41%
7%
26%
27%
47%TV
Radio
Newspaper
Collection Calendar
Internet
Word of Mouth
Event
Grocery Display
Friend / Neighbor
Greenfest
Not Sure
Sep-07 +/-6.4%
Apr-08 +/-6.6%
Sep-08 +/-6.3%
– Or somewhere else? (asked in Sep-07 only)
– Grocery store display (asked in Apr-08, Sep-08)
– Friend or neighbor (asked in Apr-08, Sep-08)
– Greenfest (asked in Apr-08)
– Not sure
Page 16KING5 Custom Research-Survey USA
Radio AdAdults Heard Radio Ads
In what Radio ad did you hear information about food and yard waste collection?
– A Tom Douglas ad? – Bite of Seattle ad? – In a Goods for the Planet Ad? – In a Julia's Restaurant Ad? – In a Snoose Junction Restaurant Ad? – In a news story? – Or some other ad?
20%
0%
7%
0% 0%
61%
9%
2%
Tom
Dou
glas
Bite o
f Sea
ttle
Good
s for
Plan
et
J ulia
's Re
staur
ant
Snoo
se J u
nctio
n
News S
tory
Other
Ad
Not S
ure
Sep-08 +/-19.8%
Page 17KING5 Custom Research-Survey USA
Animated Commercial Adults Who Saw TV Ads
Now I'd like to ask you if you have seen specific TV commercials that contained recycling information. The animated cartoon commercial about compost that ends with the phrase, "Recycle. Why Waste a Good Thing?" Have you seen that commercial?
34%
65%
1%
43%
53%
4%
34%
64%
2%
Yes No Not Sure
Sep-07 +/-9.4%
Apr-08 +/-9.2%
Sep-08 +/-8.8%
Page 18KING5 Custom Research-Survey USA
Fremont Octoberfest Adults Who Saw TV Ads
Now I'd like to ask you if you have seen specific TV commercials that contained recycling information. First, a commercial promoting the Fremont Oktoberfest? Have you seen that commercial?
16%
82%
2%
Yes No Not Sure
Sep-07 +/-7.6%
Page 19KING5 Custom Research-Survey USA
Tom Douglas & Kathy Casey Adults Who Saw TV Ads
The cooking commercial with Tom Douglas and Kathy Casey? Have you seen that commercial?
24%
75%
2%
Yes No Not Sure
Sep-07 +/-8.6%
Page 20KING5 Custom Research-Survey USA
Pagliacci Pizza Adults Who Saw TV Ads
Next, the Pagliacci Pizza Commercial that tells you pizza boxes can go in yard waste cart. Have you seen that commercial?
62%
37%
0%
40%
60%
0%
Yes No Not Sure
Sep-07 +/-9.6%
Apr-08 +/-9.1%