TARGET AUDIENCE SUPPLEMENTAL LITTER EVALUATION SURVEY September, 2013 Prepared for: TABLE OF CONTENTS Section: Page #: Study Overview 1 I. Introduction A. B. Background and Methodology Demographics 2 2 3 II. Driver Characteristics A. B. C. D. Driving Habits Litterbag Use Smokers Truck Drivers III. Litter Awareness and Behavior A. B. C. D. E. Perception of the Problem along Freeways Personal Littering Littering Circumstances Reasons for Littering when Driving Personal Experience with Specific Littering Situations IV. Campaign Awareness A. B. C. D. E. F. G. Awareness of Campaign Don’t Trash Arizona Awareness No cups cans or butts! Don’t Trash Arizona Awareness Awareness of Litter Resources Likelihood to Report Littering Additional Litter Resources Communication Preferences 21 21 25 26 29 31 32 33 V. Profiles of Litterers 34 Questionnaire Cross Tabulations – Available under separate cover M A G L I T T E R S U R V E Y – 2 0 1 3 5 5 6 7 8 13 13 14 16 17 18 Appendix A 1 STUDY OVERVIEW This report is supplementary in nature to the 2013 MAG litter general population survey, which is available separately. This year, supplementary interviews were conducted with the campaign target audience of male residents aged 18 to 34. The purpose of this report is to examine the responses of that audience specifically. Responses from a total of n=200 target audience members are analyzed in this report. This sample size provides a margin of error of +7.1% at the 95% confidence interval. During the course of data collection for the general population survey, a total of n=66 surveys with this audience were completed via telephone. An additional n=87 surveys were completed utilizing age and gender targeted cell phone sample with the target audience. Finally, n=47 web surveys were completed with target audience members who were identified through the WestGroup Research participant panel. To accommodate a web survey, certain questions from the telephone survey were modified slightly to fit the web environment. For example, a question which is read to a respondent over the phone may appear differently when they are reading it on a screen: • • Phone: For classification purposes, may I have the Zip Code in which you live?   Web: What zip code do you live in? Further, if a question in the telephone survey had pre-coded responses which are not voiced to the respondent, the pre-code list was shown to the respondent in the web setting. For this reason, comparisons between web and phone data may not be appropriate from a statistical perspective given the different methodology. Phone: 7. What type of vehicle do you most often drive or ride in..? DO NOT READ LIST a. Sedan b. Pick-up truck c. Sports utility vehicle d. Coupe e. Van / Minivan f. Motorcycle g. Other h. Don’t drive i. Don’t know/Refused M A G L I T T E R S U R V E Y – 2 0 1 3 Web: 7. What type of vehicle do you most often drive or ride in..? a. Sedan b. Pick-up truck c. Sports utility vehicle d. Coupe e. Van / Minivan f. Motorcycle g. Other h. Don’t drive i. Don’t know 2 I. INTRODUCTION A. Background and Methodology This report presents supplementary analyses of the MAG target audience, male residents ages 18 to 34. Results for the 2013 Core Audience survey are based on 200 completed surveys (n=153 by telephone and n=47 by web) with male Maricopa County residents who are ages 18 to 34. The margin of error for the survey is approximately +7.1% at a 95% confidence level. When appropriate, data from supplemental survey is shown next to two other subgroups: the non-target audience surveyed in 2013, and the target audience surveyed in 2012 (taken from the general population report, no supplemental survey was conducted in 2012). This provides a view of how target audience responses compare with nontarget audience responses in 2013, and how they have changed, if at all, in comparison to target audience responses in the previous year. An example chart is below: Answer 2013 Non-Target n=385 2013 Target n=200 2012 Target n=100 Example 40% 42% 48% It is important to note that, for many questions, a full statistical comparison of the 2013 target sub-group oversample data to data from these other populations is not appropriate due to question format differences in the web methodology used in 2013 for the target sample supplemental survey, which allowed web respondents to see response choice options when telephone respondents responded in an unaided manner. Data is also broken out for the 2013 target oversample by methodology. This provides a view of how web responses compared with phone responses. An example chart is below: Answer 2013 Target n=200 Phone n=153 Web n=47 Example 31% 25% 50% The 2013 MAG litter general population survey report is available separately. M A G L I T T E R S U R V E Y – 2 0 1 3 3 B. Demographics Two thirds (67%) of the target audience surveyed were single, and approximately one third (34%) reported having a college degree or higher education. Two thirds (65%) of residents surveyed were Caucasian. The majority (60%) of residents surveyed in this group reported they were employed full time, and 44% reported they work in a white collar/management or other professional setting. Additional demographic detail is outlined below Table 1a and Table 1b. Table 1a: Respondent Demographics Characteristic 2013 Target n=200 Phone n=153 Web n=47 Marital Status Married Single Widowed Divorced Separated Refused 29% 67% 2% 1% 1% 23% 72% 3% 1% 1% 49% 49% 2% - 2% 2% 4% 21% 24% 13% 42% 24% 10% 43% 22% 9% 38% 34% 11% 65% 18% 6% 4% 2% 5% 64% 17% 5% 5% 3% 6% 68% 21% 8% 3% Education Less than high school High school graduate Some college College graduate Graduate degree Ethnicity White Hispanic African American Native American Asian Other/Refused M A G L I T T E R S U R V E Y – 2 0 1 3 4 Table 1b: Respondent Demographics 2013 Target n=200 Phone n=153 Web n=47 Household Income <$10,000 $10-$20,000 $20-$30,000 $30-$40,000 $40-$50,000 $50-$60,000 $60-$75,000 $75-$100,000 $100,000+ Refused Average 11% 19% 14% 10% 8% 6% 8% 12% 14% 8% $53,378 15% 8% 15% 9% 7% 4% 7% 11% 16% 8% $53,428 15% 11% 13% 11% 15% 8% 17% 6% 4% $53,222 Employment Status Full-time Part-time Unemployed Retired House spouse Student 59% 18% 10% 1% 12% 54% 20% 12% 1% 12% 77% 11% 4% 8% Profession White collar/mgmt Other professional Blue collar Education Trade Self-employed Clerical/admin 19% 25% 19% 5% 16% 9% 4% 18% 23% 23% 5% 13% 8% 5% 22% 27% 7% 5% 24% 12% 2% Language spoken at home English only Spanish only Mostly Spanish but some English Equally in both languages Mostly English but some Spanish English and other language Refused 66% 1% 10% 15% 7% 1% 67% 1% 6% 16% 8% 1% 62% 26% 11% 2% - Characteristic M A G L I T T E R S U R V E Y – 2 0 1 3 5 II. DRIVER CHARACTERISTICS A. Driving Habits Approximately two in five (42%) residents in the target audience indicated they drive a 4-door sedan, while 16% reported driving pickup trucks and 14% reported driving sport utility vehicles. In the general population survey, it was observed that members of the target audience were less likely to drive SUVs than all other residents. The supplemental survey supports this finding, with just 14% of males ages 18 to 34 reporting they drive an SUV. Table 2a: Type of Vehicle – Target vs. Non-Target Top vehicle types mentioned 2013 Non-Target n=385 2013 Target n=200 2012 Target n=100 40% 14% 20% 8% 7% 6% 1% 1% 1% 1% 42% 16% 14% 4% 13% 4% 1% 1% 2% 2% 48% 19% 9% 10% 8% 3% 1% 1% - Sedan (4-door) Pickup truck Sports utility Van/mini-van Coupe (2-door) Don’t drive Station wagon Car (unspecified) Motorcycle Don’t know/ refused Q7: What type of vehicle do you most often drive or ride in? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 2b: Type of Vehicle – 2013 Target by Methodology Top vehicle types mentioned Sedan (4-door) Pickup truck Sports utility Van/mini-van Coupe (2-door) Don’t drive Station wagon Car (unspecified) Motorcycle Don’t know/ refused M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 42% 16% 14% 4% 13% 4% 1% 1% 2% 2% 44% 15% 12% 4% 14% 5% 1% 1% 1% 2% 38% 17% 23% 2% 11% 2% 4% - 6 B. Litterbag Use Over half (53%) of the target audience reported they have a litter bag or trash can for use in their vehicles. Of those, over three quarters (77%) reported they would consider using one in the future. The supplemental survey results support the findings from the general population survey, namely, members of the target audience were less likely to report using a litter bag or trash can in their vehicles than non-target audience members, two thirds (66%) of whom indicated they use a litter bag. Li#erbag  or  Trashcan  Use  in  Vehicle   Have  bag/can  in   vehicle   If  no,  would  consider     using  in  future?   53%   53%   66%   Non-­‐target  2013   68%   77%   74%   Yes   Target  2013   Target  2012   31%   22%   26%   No   1%   1%   Maybe   0%   20%   40%   60%   80%   100%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q19:  Do  you  have  a  li0er  bag  or  trash  can  in  your  vehicle?     Q20:  [If  no  in  Q19]  Would  you  consider  keeping  a  li0er  bag  or  trash  can  in  your  vehicle?       Table 3: Litterbag Usage in Vehicle - 2013 Target by Methodology Response Have bag/can in Vehicle If no, would consider using in future? Yes No Maybe M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 53% 55% 47% n=94 n=69 n=25 77% 22% 1% 78% 20% 2% 72% 28% - 7 C. Smokers A small proportion of the target audience in 2013 indicated they smoke (13%). Among these smokers, the most commonly mentioned method of cigarette disposal while in a vehicle was the vehicle ashtray (mentioned by 27%). In 2013, target audience smokers were more likely than non-target audience members to report throwing cigarette butts out the window (19% vs. 2%). Target audience members were less likely to report using an ashtray in their vehicle (27% vs. 42% of non-target audience members). Table 4a: Smoking Habits and Disposing of Cigarette Butts Target vs. Non-Target Response Smoker Ashtray in vehicle Something else in vehicle Don’t smoke in the car. It varies Throwing out window Don’t know/refused 2013 Non-Target n=385 2013 Target n=200 2012 Target n=100 14% n=55 42% 20% 27% 9% 2% - 13% n=26 27% 19% 12% 23% 19% - 16% n=16 44% 19% 12% 6% 19% - Q9: Do you smoke? Q10: [If yes in Q9] When you are in a vehicle, do you USUALLY dispose of cigarette butts…? Table 4b: Smoking Habits and Disposing of Cigarette Butts 2013 Target by Methodology Response Smoker Ashtray in vehicle Something else in vehicle Don’t smoke in the car. It varies Throwing out window Don’t know/refused M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 13% n=26 27% 19% 12% 23% 19% - 12% n=19 16% 21% 16% 26% 21% - 15% n=7 58% 14% 14% 14% - 8 D. Truck Drivers Approximately one in six (16%) members of the target audience surveyed reported they drive pickup trucks. This figure is comparable both to the 2012 target audience figure (19%) and the 2013 non-target audience figure (14%). Table 5a: Pickup Truck Drivers – Target vs. Non-Target Response Drive pickup truck 2013 Non-Target n=385 2013 Target n=200 2012 Target n=100 14% 16% 19% Q7: What type of vehicle do you most often drive or ride in? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 5b: Pickup Truck Drivers – 2013 Target by Methodology Response Drive pickup truck M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 16% 15% 17% 9 When asked about which items they put into their truck beds that would be considered litter or trash, pickup truck drivers in the target audience most commonly reported discarding soda cans/bottles (mentioned by 39%). Other items commonly mentioned included lawn debris (26%), construction debris (26%) and plastic bags/other plastic (19%). Table 6a: Litter via Truck Bed – Target vs. Non-Target Among those who indicate they drive a truck Top items mentioned Soda cans/bottles Lawn debris Construction debris Nothing Plastic bags/other plastic Water cans/bottles Small pieces of paper Cardboard Paper/ newspaper/ napkins Tires Fast food wrappers Furniture Glass Cups (Styrofoam, plastic, paper) 2013 Non-Target n=54 13% 9% 2% 56% 7% 4% 9% 4% 4% 2% 2013 Target n=31 39% 26% 26% 23% 19% 16% 10% 10% 6% 3% 3% 3% 3% 3% 2012 Target n=18 33% 6% 50% 6% 11% 6% - Q15: What types of items do you ever put into your truck bed that you consider to be litter or trash? What else? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 6b: Litter via Truck Bed – 2013 Target by Methodology Among those who indicate they drive a truck Top items mentioned Soda cans/bottles Lawn debris Construction debris Nothing Plastic bags/other plastic Water cans/bottles Small pieces of paper Cardboard Paper/ newspaper/ napkins Tires Fast food wrappers Furniture Glass Cups (Styrofoam, plastic, paper) M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=31 Phone n=23 Web n=8 39% 26% 26% 23% 19% 16% 10% 10% 6% 3% 3% 3% 3% 3% 30% 26% 13% 30% 17% 13% 9% 13% 9% 4% 4% 4% 4% 4% 62% 25% 62% 25% 25% 12% - 1 0 The large majority (87%) of pickup truck drivers in the target audience reported they “always” or “most of the time” secure items in the back of their pickup trucks. No residents from the target audience in 2013 reported they “rarely” or “never” secure their loads. Table 7a: How often Truck Drivers Secure Loads – Target vs. Non-Target 2013 Non-Target n=54 2013 Target n=31 2012 Target n=18 NET likely (Always + Most) 85% 87% 78% Always 72% 68% 61% Most of the time Sometimes Rarely Never Don’t Know 13% 7% 2% 4% 2% 19% 13% - 17% 11% 6% 6% - Frequency Q16: When putting items into the bed of your truck, how often, on average, do you secure your load (either with ties, bungees, a tarp, etc.)? Table 7b: How often Truck Drivers Secure Loads – 2013 Target by Methodology 2013 Target n=31 Phone n=23 Web n=8 NET likely (Always + Most) 87% 91% 76% Always 68% 78% 38% Most of the time Sometimes Rarely Never Don’t Know 19% 13% - 13% 9% - 38% 25% - Frequency M A G L I T T E R S U R V E Y – 2 0 1 3 1 1 In the general population survey, it was observed that members of the target audience were more likely than other residents to report traveling with trailers or luggage racks at least a few times a year. The supplemental survey supports this finding (60% report doing so at least a few times a year). Conversely, non-target audience members were more likely to say they “never” travel with trailers or luggage racks. Two in five (40%) audience members said “never,” representing a decrease from 2012 (53%) which suggests a higher frequency of traveling with trailers or luggage racks this year. Frequency  of  Traveling  with  Trailers  or     Luggage  Racks   22%   A  few  Pmes  a  year   5%   8%   8%   1  to  2  Pmes  a   month   At  least  once  a   week   44%   29%   1%   4%   4%   Non-­‐target  2013   2%   4%   6%   Target  2012   Daily   Target  2013   Never   40%   0%   20%   40%   69%   53%   60%   80%   100%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q17:  How  oFen  do  you  drive  or  ride  in  a  vehicle  that  transports  items  that  are   not      carried  within  the  vehicle  or  trunk,  such  as  hauling  items  in  an  open-­‐air   trailer  or  strapped  to  a  luggage  rack  or  trunk?       Table 8: Frequency of Traveling with Trailers or Luggage Racks – 2013 Target by Methodology Frequency A few times a year 1-2 times a month At least once a week Daily Never M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 44% 8% 4% 4% 40% 42% 8% 4% 2% 44% 51% 4% 6% 11% 28% 1 2 The large majority (86%) of target audience members who mentioned they travel with trailers or luggage racks at least a few times a year indicated they “always” secure the load they are hauling. How  O?en  Those  with  Trailers  or  Luggage  Racks  Secure   Loads   85%   86%   79%   Always   8%   12%   19%   SomePmes   Non-­‐target  2013   4%   2%   2%   Never   Target  2013   Target  2012   3%   Don't  Know  /   Refused   0%   20%   40%   60%   80%   100%   Open-­‐air  trailer/luggage  rack  users:  2013  non-­‐target  total:  n=120;  2013  target  total:   n=120;  2012  target  total:  n=47   Q18:  [If  more  than  'never'  in  Q17]  On  average,  how  oFen  do  you  secure  the  load   that  you  are  hauling  (either  with  Nes,  bungees,  a  tarp,  etc.?)     Table 9: How Often Those with Luggage Racks Secure Loads – 2013 Target by Methodology Frequency Always Sometimes Never Don’t know/Refused M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=120 Phone n=86 Web n=34 86% 12% 2% - 92% 6% 2% - 74% 26% - 1 3 III.LITTER AWARENESS AND BEHAVIOR A. Perception of Litter as Problem along Freeways Approximately two thirds (67%) of target audience members reported they believe litter along Maricopa County freeways is a “big” or “moderate” problem. A significantly higher proportion of target audience members in 2013 thought it was a “big problem” compared to 2012 (22% vs. 11%). PercepDon  of  Li#er  along  Maricopa  County  Freeways   Big  problem   11%   20%   22%   48%   45%   49%   Moderate   25%   28%   Small  problem   34%   Non-­‐target  2013   6%   4%   6%   No  problem   Target  2013   Target  2012   1%   1%   Don't  Know   0%   10%   20%   30%   40%   50%   60%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q8:  In  your  opinion,  how  big  of  a  problem  is  li0er  along  freeways  in  Maricopa  County?   Would  you  say  it  is  a…     Table 10: Perception of Litter among Maricopa County Freeways – 2013 Target by Methodology 2013 Target n=200 Phone n=153 Web n=47 Big Problem Moderate Problem Small problem No Problem 22% 45% 28% 4% 20% 43% 31% 5% 26% 53% 19% 2% Don’t know 1% 1% - Frequency M A G L I T T E R S U R V E Y – 2 0 1 3 1 4 B. Personal Littering Approximately one third (32%) of target audience members reported they have not littered in the past year. In the general population survey, however, it was observed that members of the target audience were less likely than all other residents to report they have not littered in the past year. The supplemental survey results support this finding. Among target audience members who admit to littering in the past year, types of litter most commonly mentioned included small pieces of paper (mentioned by 26%), food/organic material (24%) and water bottles (12%). Table 11a: Items Personally Discarded as Litter – Target vs. Non-Target 2013 Non-Target n=385 2013 Target n=200 2012 Target n=100 66% 32% 46% Small pieces of paper Food/organic material Water bottles Other food wrappers Soda cans/bottles Cigarette butts Cups (Styrofoam, plastic, paper) Plastic bags/other plastic Wood/toothpick Paper/newspaper/napkins 10% 13% 3% 3% 2% 2% 26% 24% 12% 12% 9% 8% 21% 15% 12% 12% 6% 5% 1% 2% - 1% - 2% 1% 1% - Don’t know 4% 2% 5% Items Have not littered in past year. - Q12: Can you think of items that you yourself might have discarded as litter (by litter we mean items you did not put in a trash receptacle) in the past year? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. M A G L I T T E R S U R V E Y – 2 0 1 3 1 5 Table 11b: Items Personally Discarded as Litter – 2013 Target by Methodology 2013 Target n=200 Phone n=153 Web n=47 Have not littered in past year. 32% 32% 30% Small pieces of paper Food/organic material Water bottles Other food wrappers Soda cans/bottles Cigarette butts Cups (Styrofoam, plastic, paper) Plastic bags/other plastic Wood/toothpick Paper/newspaper/napkins 26% 24% 12% 12% 9% 8% 2% 2% 1% 1% 22% 21% 10% 9% 8% 7% 3% 1% 1% 1% 40% 36% 19% 19% 12% 12% - Don’t know 2% 3% Items M A G L I T T E R S U R V E Y – 2 0 1 3 1 6 C. Littering Circumstances More than half (59%) of target audience members who indicated they have littered in the past year reported they did so while driving or riding in a vehicle. Table 12a: Littering Situation – Target vs. Non-Target Among those who indicated they have littered in the past year Top situations Driving/riding/traveling in vehicle Walking outside Opened door/window–flew out No trash can around Cleaning out car Just threw it/anywhere I could Missed the trash can Partying/drinking At home Eating food/chewing gum Just being lazy Flew out of truck bed Smoking/discarded cigarettes Don’t know/can’t remember 2013 Non-Target n=129 54% 8% 3% 7% 5% 3% 2% 2% 1% 11% 2013 Target n=137 59% 18% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 8% 2012 Target n=54 41% 17% 4% 11% 4% 7% 2% 2% 6% 15% Q13: To the best of your knowledge, what were the general circumstances in terms of where and what you were doing when you discarded litter? Any other circumstances? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 12b: Littering Situation – 2013 Target by Methodology Among those who indicated they have littered in the past year 2013 Target n=137 Top situations Driving/riding/traveling in vehicle Walking outside Opened door/window–flew out No trash can around Cleaning out car Just threw it/anywhere I could Missed the trash can Partying/drinking At home Eating food/chewing gum Just being lazy Flew out of truck bed Smoking/discarded cigarettes Don’t know/can’t remember M A G L I T T E R S U R V E Y – 2 0 1 3 59% 18% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 8% Phone n=104 62% 17% 5% 4% 3% 2% 2% 1% 1% 1% 1% 1% 1% 11% Web n=33 52% 21% - 1 7 D. Reasons for Littering When Driving The most common reason mentioned by members of the target audience for littering when driving was that the litter was food scraps/biodegradable (mentioned by 20%). Others mentioned that it was accidental/unintentional (15%) and that no trash receptacles were convenient (14%). Table 13a: Reasons for Littering when Driving – 2013 Target vs. Non-Target Among those who indicated they have littered in the past year Top Responses I don’t litter when driving I only litter food scraps / they are biodegradable It was an accident/unintentional No trash receptacles are convenient I don’t want to keep it in my car It’s easy. I don’t consider throwing out gum, small wrappers, cigarette butts litter Cigarettes stink up car I’m lazy Don’t have an ashtray Out of habit Don’t know 2013 Non-Target n=129 35% 12% 7% 13% 7% 5% 2013 Target n=137 23% 20% 15% 14% 12% 10% 2012 Target n=54 32% 9% 9% 11% 11% - 4% 7% 2% 2% 2% 1% 1% 7% 3% 2% 2% 2% 6% 2% 15% Q14: Why do you litter WHEN DRIVING? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 13b: Reasons for Littering when Driving – 2013 Target by Methodology Among those who indicated they have littered in the past year Top Responses I don’t litter when driving I only litter food scraps / they are biodegradable It was an accident/unintentional No trash receptacles are convenient I don’t want to keep it in my car It’s easy. I don’t consider throwing out gum, small wrappers, cigarette butts litter Cigarettes stink up car I’m lazy Don’t have an ashtray Out of habit Don’t know M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=137 Phone n=104 Web n=33 23% 21% 27% 20% 14% 39% 15% 14% 12% 10% 8% 15% 10% 12% 39% 9% 18% 6% 7% 6% 12% 3% 2% 2% 2% 6% 1% 2% 2% 2% 8% 9% 3% - 1 8 E. Personal Experience with Specific Littering Situations Residents were read a list of nine specific littering situations and were asked to indicate if they had personally experienced that littering situation in the past three months, more than three months ago, or had never experienced that specific situation. Of the litter scenarios presented to them, members of the target audience were most likely to report they noticed that some trash fell out of a pickup or other vehicle they were driving in within the last three months (39%). In the general population survey, it was observed that members of the target audience were generally more likely than other residents to report they experienced a given scenario in the past three months. The supplemental survey appears to support this finding, with 10% or more of male residents ages 18 to 34 reporting recent experience with most scenarios. Table 14a below and Table 14b on the following page provide further detail on personal experience with littering scenarios. M A G L I T T E R S U R V E Y – 2 0 1 3 1 9 Table 14a: Personal Experience with Littering Scenarios – Target vs. Non-Target Scenario Someone in a vehicle you were in threw trash out in an area that had no litter – Non-target 2013 Target 2013 Target 2012 You or someone you were with got a ticket or warning for littering - Non-target 2013 Target 2013 Target 2012 Rather than keep a beverage container in the car, you, or someone in a vehicle you were in, threw out a can or bottle – Non-target 2013 Target 2013 Target 2012 Someone in a vehicle you were in threw trash out in an area that already had lots of litter – Non-target 2013 Target 2013 Target 2012 Someone in a vehicle you were in threw out a can, bottle or litter out onto the side of the road – Nontarget 2013 Target 2013 Target 2012 Rather than keep a cigarette butt in the car, you or someone in the vehicle you were in threw the cigarette butt out the window – Non-target 2013 Target 2013 Target 2012 You threw out a small item from your vehicle like a candy wrapper, scrap paper, etc. – Non-target 2013 Target 2013 Target 2012 You had problems with a vehicle and left debris like tire, part of a tire, or other stuff on the roadside – Nontarget 2013 Target 2013 Target 2012 You noticed that some trash fell out of a pickup or other vehicle you were driving in – Non-target 2013 Target 2013 Target 2012 Past 3 months 3+ months Never 4% 9% 87% 14% 13% 30% 14% 56% 73% 6% 13% 81% 20% 23% 24% 9% 56% 68% 12% 8% 80% 16% 20% 13% 13% 71% 67% 7% 8% 85% 12% 12% 28% 18% 60% 69% 4% 9% 86% 14% 9% 31% 20% 55% 71% - 1% 99% - 6% 3% 94% 97% 1% 8% 91% 8% 11% 28% 11% 64% 78% 4% 9% 87% 14% 9% 30% 20% 57% 71% 23% 20% 56% 39% 30% 23% 22% 38% 48% Q11: I am going to read you a few statements pertaining to your litter awareness. For each of the following statements, please respond by telling me if this is something you “Have experienced within the past 3 months,” Have experienced over 3 months ago,” or “Have never experienced.” M A G L I T T E R S U R V E Y – 2 0 1 3 2 0 Table 14b: Personal Experience with Littering Scenarios – 2013 Target by Methodology Scenario Someone in a vehicle you were in threw trash out in an area that had no litter – 2013 Phone Web You or someone you were with got a ticket or warning for littering - 2013 Phone Web Rather than keep a beverage container in the car, you, or someone in a vehicle you were in, threw out a can or bottle – 2013 Phone Web Someone in a vehicle you were in threw trash out in an area that already had lots of litter – 2013 Phone Web Someone in a vehicle you were in threw out a can, bottle or litter out onto the side of the road – 2013 Phone Web Rather than keep a cigarette butt in the car, you or someone in the vehicle you were in threw the cigarette butt out the window – 2013 Phone Web You threw out a small item from your vehicle like a candy wrapper, scrap paper, etc. – 2013 Phone Web You had problems with a vehicle and left debris like tire, part of a tire, or other stuff on the roadside – 2013 Phone Web You noticed that some trash fell out of a pickup or other vehicle you were driving in – 2013 Phone Web M A G L I T T E R S U R V E Y – 2 0 1 3 Past 3 months 3+ months Never 14% 30% 56% 13% 15% 30% 30% 57% 55% 20% 24% 56% 19% 23% 25% 19% 56% 58% 16% 13% 71% 16% 17% 13% 11% 71% 72% 12% 28% 60% 12% 10% 28% 30% 60% 60% 14% 31% 55% 14% 13% 30% 34% 56% 53% - 6% 94% - 1% 2% 99% 98% 8% 28% 64% 7% 10% 28% 28% 65% 62% 14% 30% 56% 14% 13% 30% 34% 56% 53% 39% 23% 38% 37% 47% 21% 30% 42% 23% 2 1 IV. CAMPAIGN AWARENESS A. Awareness of Campaign 1. General Awareness Over one third (36%) of target audience members surveyed reported they had seen advertising related to litter or littering in the past three months, compared to just 26% of non-target audience members. Have  Seen  Ads  for  Li#er   Within  last  3  months     26%   Yes   36%   32%   Non-­‐target  2013   70%   Target  2013   61%   65%   Target  2012   No   4%   3%   3%   Don't  Know   0%   20%   40%   60%   80%   100%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q21:  In  the  past  three  months,  have  you  seen,  heard  or  read  any  adverNsements  related   to  li0er  or  li0ering?     Table 15: Have Seen Ads for Litter – 2013 Target by Methodology M A G L I T T E R S U R V E Y Frequency 2013 Target n=200 Phone n=153 Web n=47 Yes No Don’t know 36% 61% 3% 35% 64% 1% 40% 51% 9% – 2 0 1 3 2 2 2. Recalled Messages and Slogans Among target audience members who indicated they had seen or heard advertising related to litter or littering in the past three months, the most common recalled message mentioned was “Don’t litter” or “Keep Arizona clean” (mentioned by 25%). Other common messages recalled included “the fines” (15%) and “use ashtray” or “cigarettes cause fires” (15%). Table 16a: Recalled Messages of Litter-Related Advertising – Target vs. Non-Target Among those who indicated they remember seeing ads related to litter or littering in the past 3 months 2013 Non-target n=100 2013 Target n=73 2012 Target n=32 Don’t litter/keep Arizona clean The fines Use ashtray/cigarettes cause fires It was a sign along the road/billboard Just because it’s a freeway doesn’t mean you are free to litter on it Don’t Trash Arizona Heard on radio Littering is unlawful/can get a ticket A hamburger wrapper being a 500 dollar fine/ a five hundred dollar burger No cups, cans or butts Recycling Saw on TV/commercial/public service announcement Diamond-backs player PSA Put litter in its place/use the trash Signs on the bus/light rail “Don’t mess with Texas” ad Litter is bad for the environment/bad for wildlife Keep local roads/streets clean 28% 17% 10% 13% 25% 15% 15% 12% 25% 9% 3% 16% 4% 12% 12% 2% 4% 8% 8% 6% 3% 3% 5% 4% 9% 2% 4% 2% 5% 3% 2% 4% 4% 3% 3% 1% 1% 1% 1% 1% 6% 3% 9% - Don’t know 10% 3% 12% Top Responses Q22: [If yes in Q21] What specifically do you remember about the ads related to litter or littering? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. M A G L I T T E R S U R V E Y – 2 0 1 3 2 3 Table 16b: Recalled Messages of Litter-Related Advertising – 2013 Target by Methodology Among those who indicated they remember seeing ads related to litter or littering in the past 3 months 2013 Target n=73 Phone n=54 Web n=19 Don’t litter/keep Arizona clean The fines Use ashtray/cigarettes cause fires It was a sign along the road/billboard Just because it’s a freeway doesn’t mean you are free to litter on it Don’t Trash Arizona Heard on radio Littering is unlawful/can get a ticket A hamburger wrapper being a 500 dollar fine/ a five hundred dollar burger No cups, cans or butts Recycling Saw on TV/commercial/public service announcement Diamond-backs player PSA Put litter in its place/use the trash Signs on the bus/light rail “Don’t mess with Texas” ad Litter is bad for the environment/bad for wildlife Keep local roads/streets clean 25% 15% 15% 12% 12% 8% 8% 6% 22% 15% 18% 15% 15% 7% 7% 7% 32% 16% 5% 5% 5% 10% 10% - 4% 4% 5% 4% 4% 3% 3% 1% 1% 1% 1% 1% 4% 6% 4% 2% 2% 2% 2% 2% - 5% 5% 5% Don’t know 3% 2% 5% Top Responses M A G L I T T E R S U R V E Y – 2 0 1 3 2 4 Among target audience members who indicated they had heard or seen litter-related advertising in the past three months, two in five (41%) reported they did not recall the main slogan of the advertising. Table 17a: Main Slogan of Recalled Advertising – Target vs. Non-Target Among those who indicated they remember seeing ads related to litter or littering in the past 3 months Top Responses Don’t Trash Arizona Keep Arizona Beautiful Do not litter Littering is unlawful No cups cans or butts Keep our freeways clean Adopt a highway You will be fined Arizona Clean and Beautiful Recycle, reduce, reuse Give a hoot, don’t pollute Smokey the Bear It is your environment Go Green Don’t know 2013 Non-target n=100 2013 Target n=73 2012 Target n=32 3% 2% 12% 2% 2% 2% 3% 2% 2% 1% 59% 23% 15% 14% 10% 10% 7% 7% 6% 3% 1% 1% 1% 1% 1% 41% 3% 3% 12% 9% 3% 3% 6% 6% 59% Q23: [If yes in Q21] What was the main slogan used in the ads? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 17b: Main Slogan of Recalled Advertising – 2013 Target by Methodology Among those who indicated they remember seeing ads related to litter or littering in the past 3 months Top Responses Don’t Trash Arizona Keep Arizona Beautiful Do not litter Littering is unlawful No cups cans or butts Keep our freeways clean Adopt a highway You will be fined Arizona Clean and Beautiful Recycle, reduce, reuse Give a hoot, don’t pollute Smokey the Bear It is your environment Go Green Don’t know M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=73 Phone n=54 Web n=19 23% 15% 14% 10% 10% 7% 7% 6% 3% 1% 1% 1% 1% 1% 41% 9% 2% 15% 6% 4% 4% 4% 4% 2% 2% 2% 56% 63% 53% 10% 21% 26% 16% 26% 10% 5% 5% - 2 5 B. “Don’t Trash Arizona” Awareness Over half (60%) of target audience members surveyed reported having seen or heard the slogan, “Don’t Trash Arizona” (aided + unaided). Total  Awareness     Have  Heard  Slogan  “Don’t  Trash  Arizona”   Aided  +  Unaided     44%     Non-­‐target  2013   60%   Target  2012   57%   0%   10%   20%   30%   40%   50%   60%   Target  2013   70%   80%   90%   100%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q23:  [If  yes  in  Q21]  What  was  the  main  slogan  used  in  the  ads?     Q24:  [if  not  menNoned  in  Q23]  Have  you  seen  or  heard  the  slogan,  “Don’t  Trash  Arizona?”   Note:  staPsPcal  comparisons  of  the  2013  target  sub-­‐group  oversample  data  to  data  from  other   populaPons  are  not  appropriate  due  to  quesPon  format  differences  in  the  web  methodology   used  in  2013  for  the  target  sample  supplemental  survey  allowing  web  respondents  to  see   response  choice  opPons  when  telephone  respondents  responded  in  an  unaided  manner.     Table 18: Have Heard Slogan “Don’t Trash Arizona”– 2013 Target by Methodology Aided + unaided Total Awareness “Don’t Trash Arizona”   M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 60% 57% 70% 2 6 C. “No cups, cans or butts! Don’t Trash Arizona” Awareness One quarter (26%) of target audience members surveyed reported having seen or heard the slogan, “No cups, cans or butts! Don’t Trash Arizona” (aided + unaided). Total  Awareness     Have  Heard  Slogan:     “No  cups,  cans  or  bu#s!    Don’t  Trash  Arizona”   Aided  +  Unaided   Non-­‐target  2013   18%   Target  2013   26%   29%   0%   20%   40%   Target  2012   60%   80%   100%   2013  non-­‐target  total:  n=385;  2013  target  total:  n=200;  2012  target  total:  n=100   Q23:  [If  yes  in  Q21]  What  was  the  main  slogan  used  in  the  ads?     Q25:  [if  not  menNoned  in  Q23]  Have  you  seen  or  heard  the  slogan,  “No  cups,  cans  or  bu0s!   Don’t  Trash  Arizona?”   Note:  Data-­‐to-­‐data  staPsPcal  comparisons  of  the  2013  target  subgroup  to  other  populaPons   are  not  appropriate,  due  to  quesPon  format  differences  between  the  telephone  and  web   surveys.  For  example,  the  target  sample  supplemental  survey  allowed  web  respondents  to   see  choice  opPons,  while  telephone  respondents  responded  in  unaided  manner.       Table 19: Have Heard Slogan “No cups, cans or butts! Don’t Trash Arizona” – 2013 Target by Methodology Aided + unaided Total Awareness “No cups, cans or butts! Don’t Trash Arizona” M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 26% 27% 23% 2 7 Members of the target audience who were familiar with “Don’t Trash Arizona” or “No cups, cans or butts! Don’t Trash Arizona” most often reported seeing and/or hearing the slogan from billboards (40%), television (36%) and radio (32%). Table 20a: Where Saw Don’t Trash Arizona Slogan – Target vs. Non-Target Total responses among those indicating they had heard the slogan Top media sources Billboards Television Radio Street/highway signs Movie theaters Mobile advertising truck Newspaper Events around the valley Convenience stores Online Don’t know 2013 Non-target n=192 22% 18% 14% 27% 1% 1% 7% 1% 1% 2% 20% 2013 Target n=127 40% 36% 32% 21% 7% 3% 2% 2% 2% 2% 12% 2012 Target n=66 18% 20% 21% 21% 3% 3% 21% Q26: [if mentioned in Q23, or ‘yes in Q24 or Q25] Where have you seen, heard or read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash Arizona?” Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 20b: Where Saw Don’t Trash Arizona Slogan – 2013 Target by Methodology Total responses among those indicating they had heard the slogan Top media sources Billboards Television Radio Street/highway signs Movie theaters Mobile advertising truck Newspaper Events around the valley Convenience stores Online Don’t know M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=127 Phone n=94 Web n=33 40% 36% 32% 21% 7% 3% 2% 2% 2% 2% 12% 39% 37% 32% 16% 2% 3% 1% 1% 12% 42% 33% 33% 36% 21% 6% 6% 9% 3% 12% 2 8 Over half (56%) of target audience members who were aware of Don’t Trash Arizona advertising were unable to name a sponsor for the advertisements. Table 21a: Who Sponsors Don’t Trash Arizona Slogan – 2013 Target vs. Non-Target Among those indicating they had heard the slogan 2013 Non-target n=192 2013 Target n=127 2012 Target n=66 ADOT State/local government City of Phoenix Sanitation department/ department of waste Maricopa Association of Governments 5% 11% 4% 18% 10% 3% 9% 8% 2% 2% 5% 3% 3% 2% - Don’t know 71% 56% 70% Top perceived sponsors Q27: [If mentioned in Q23, or ‘yes’ in Q24 or Q25] Who sponsors the Don’t Trash Arizona advertisements? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 21b: Who Sponsors Don’t Trash Arizona Slogan – 2013 Target by Methodology Among those indicating they had heard the slogan 2013 Target n=127 Phone n=94 Web n=33 ADOT State/local government City of Phoenix Sanitation department/ department of waste Maricopa Association of Governments 18% 10% 3% 5% 2% 13% 6% 3% 5% 2% 33% 21% 3% 3% - Don’t know 56% 62% 39% Top perceived sponsors M A G L I T T E R S U R V E Y – 2 0 1 3 2 9 D. Awareness of Litter Resources Approximately one in ten (12%) members of the target audience reported familiarity with the litter hotline, while 17% reported familiarity with the www.donttrasharizona.com website. In 2013, members of the target audience were more likely than non-target audience members to report awareness of the website (17% vs. 6%) and website awareness was also higher compared to 2012 (11%). Table 22a: Awareness of Litter Resources – Target vs. Non-Target 2013 Non-target n=385 2013 Target n=200 2012 Target n=100 Litter Hotline, 1-877-3-Litter Yes No Don’t know / No answer 10% 89% 2% 12% 87% 1% 10% 90% - www.donttrasharizona.com Yes No Don’t know / No answer 6% 92% 2% 17% 81% 2% 11% 89% - Aided awareness Q28: Have you heard of www.DontTrashArizona.com? Q30: Have you heard about the Litter Hotline, 1-877-3-Litter, where you can report someone who litters? Table 22b: Awareness of Litter Resources – 2013 Target by Methodology 2013 Target n=200 Phone n=153 Web n=47 Litter Hotline, 1-877-3-Litter Yes No Don’t know / No answer 12% 87% 1% 12% 87% 1% 9% 87% 4% www.donttrasharizona.com Yes No Don’t know / No answer 17% 81% 2% 15% 83% 2% 21% 75% 4% Aided awareness M A G L I T T E R S U R V E Y – 2 0 1 3 3 0 Only 6% of target audience members who were aware of the website, or n=2, reported they have actually visited the website. Note: caution in making comparisons or assumptions is encouraged due to small sample sizes. Don’t  Trash  Arizona  Website  VisitaDon   Have  you  ever  visited  the  Don’t  Trash  Arizona  website?     9%   6%   0%   Yes   2013  Non-­‐target   2013  Target   2012  Target   91%   94%   100%   No   0%   20%   40%   60%   80%   100%   Among  those  aware  of  website:  2013  non-­‐target  total:  n=23;  2013  target  total:   n=33;  2012  target  total:  n=11   Q29:  [If  'yes'  in  Q28]  Have  you  ever  visited  the  "Don't  Trash  Arizona  Website"?     Table 23: Don’t Trash Arizona Website Visitation – 2013 Target by Methodology Vistation Yes No M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 6% 94% 4% 96% 10% 90% 3 1 E. Likelihood to Report Littering Approximately half (49%) of target audience members surveyed reported they would be “very likely” or “somewhat likely” to report someone littering. An equal amount, however, reported they would be “not very likely” or “not at all likely” to report someone littering. In the general population survey, it was observed that members of the target audience were less likely to report being “very likely” to report someone for littering than other residents. The supplemental survey supports this finding, with just 13% of males ages 18 to 34 reporting they would be “very likely.” Conversely, in 2013, members of the target audience were more likely than non-target audience members to say they would be either “not very likely” or “not at all likely” to report someone for littering (48% vs. 33%). Table 24a: Likelihood to Report Littering – Target vs. Non-Target 2013 Non-target n=385 2013 Target n=200 2012 Target n=100 NET likely (Very + somewhat) 64% 49% 46% Very likely Somewhat likely Not very likely Not at all likely Don’t know 31% 33% 22% 11% 3% 13% 36% 32% 16% 3% 11% 35% 34% 18% 2% Likelihood Q31: If you were to see someone litter, how likely are you to report this behavior to the litter Hotline or the website in the future? Table 24b: Likelihood to Report Littering – 2013 Target by Methodology 2013 Target n=200 Phone n=153 Web n=47 NET likely (Very + somewhat) 49% 47% 53% Very likely Somewhat likely Not very likely Not at all likely Don’t know 13% 36% 32% 16% 3% 10% 37% 33% 18% 2% 19% 34% 30% 11% 6% Likelihood M A G L I T T E R S U R V E Y – 2 0 1 3 3 2 F. Additional Litter Resources The most commonly preferred method of gathering information about litter/littering mentioned by target audience members was the Internet (mentioned by 62%). In the general population survey, members of the target audience were more likely than other residents to mention the Don’t Trash Arizona website. The supplemental survey appears to support this finding. Table 25a: Source for Litter/Littering Information – 2013 Target vs. Non-Target Top sources mentioned Internet Don’t Trash AZ website ADOT/highway dept. Litter hotline The “city” Waste Management/ garbage company Police/ highway patrol/DPS I wouldn’t need that information/ wouldn’t contact anyone The state/governor Phonebook/ yellow pages Don’t know 2013 Non-target n=385 49% 13% 3% 3% 7% 2% 3% 2013 Target n=200 62% 27% 7% 6% 4% 4% 2% 2012 Target n=100 46% 26% 1% 6% 5% 1% 3% 1% 2% 2% 2% 16% 1% 1% 6% 2% 1% 13% Q32: If you wanted to find out more information about litter or littering, where would you go or who would you contact to find that information? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 25b: Source for Litter/Littering Information – 2013 Target by Methodology Top sources mentioned Internet Don’t Trash AZ website ADOT/highway dept. Litter hotline The “city” Waste Management/ garbage company Police/ highway patrol/DPS I wouldn’t need that information/ wouldn’t contact anyone The state/governor Phonebook/ yellow pages Don’t know M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 62% 27% 7% 6% 4% 4% 2% 60% 25% 4% 3% 1% 1% 2% 68% 34% 17% 15% 15% 15% 2% 2% 1% 2% 1% 1% 6% 1% 7% 2% 4% 4% 3 3 G. Communication Preferences When asked about communication preferences, members of the target audience most often mentioned using Facebook (mentioned by 48%), followed by text messages from a mobile device (36%), and e-mail via a mobile device (33%). In the general population survey, males ages 18 to 34 were more likely than other residents to mention Facebook and Twitter. The supplemental survey appears to support these findings. Table 26a: Electronic Communications Preferences – Target vs. Non-Target Top communication preferences mentioned Facebook Text Messages using a cell phone or handheld device E-mail using a cell phone or handheld device Google/AOL/Yahoo/etc. Website Myspace Twitter E-mail using computer Phone (unspecified) Nothing Internet Reddit 2013 Non-target n=385 33% 17% 31% 23% 17% 1% 3% 6% 11% 13% 5% - 2013 Target n=200 48% 36% 33% 26% 16% 15% 14% 5% 4% 4% 2% 2% 2012 Target n=100 56% 15% 22% 34% 37% 13% 9% 6% 4% 2% - Q33: People use many different resources to communicate and stay in touch with others. What applications or websites do you use to gather information or communicate with others? Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. Table 26b: Electronic Communications Preferences – 2013 Target by Methodology Top communication preferences mentioned Facebook Text Messages using a cell phone or handheld device E-mail using a cell phone or handheld device Google/AOL/Yahoo/etc. Website Myspace Twitter E-mail using computer Phone (unspecified) Nothing Internet Reddit M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 48% 36% 33% 26% 16% 15% 14% 5% 4% 4% 2% 2% Phone n=153 57% 20% 20% 33% 16% 18% 6% 6% 6% 3% 3% Web n=47 21% 85% 74% 4% 17% 64% 2% - 3 4 V. PROFILES OF LITTERERS Male residents ages 18 to 34 were segmented into three categories based on their reported littering behavior. “Admitted litterers” are defined as those who specifically mentioned items that they recall littering (62% of the target audience). “Accidental litterers” are defined as residents who indicated that they had never littered themselves, but reported being in a vehicle when littering occurred (30% of the target audience). “Non-litterers” are those who indicated they had never littered themselves and also indicated they had never experienced other littering situations (8% of the target audience). The majority (62%) of the target audience members in 2013 were categorized as “admitted litterers.” Only 8% reported they have never littered or experienced other littering situations. In the general population survey, it was observed that members of the target audience were more likely than other residents to be “admitted litterers.” The supplemental survey appears to support this finding. Li#ering  Behavior   30%   Non-­‐target  2013   Target  2013   41%   29%   62%   Target  2012   30%   50%   38%   8%   12%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Admi`ed  li`erer   Accidental  li`erer   Non-­‐li`erer   Table 27: Littering Behavior – 2013 Target by Methodology Likelihood Admitted litterer Accidental litterer Non-litterer M A G L I T T E R S U R V E Y – 2 0 1 3 2013 Target n=200 Phone n=153 Web n=47 62% 30% 8% 65% 28% 7% 49% 38% 13% 3 5 APPENDIX A PHONE QUESTIONNAIRE M A G L I T T E R S U R V E Y – 2 0 1 3 3 6 Client: Subject: Date: Maricopa Association of Governments Litter Survey 2013 July 2013 Introduction Hello, my name is ______________, and I am calling from WestGroup Research an independent research company. We are conducting a brief survey on the topic of litter and would appreciate your input. All information given will remain confidential. No sales calls will result from this interview. 1. First, are you or is any member of your family currently employed in any of the following…? READ LIST; IF YES TO ANY: THANK AND TERMINATE a. b. c. d. e. Advertising or marketing research Arizona Department of Transportation Maricopa Association of Governments A professional waste collection or recycling company The waste management industry 2. Please tell me which of the following age categories includes your age? Please stop me when I read the correct category. READ LIST; ALLOW ONLY ONE RESPONSE a. b. c. d. e. Under 18 TERMINATE 18 to 34 35 to 54 55+ Refused TERMINATE 3. If “Under 18” or “Refused,” continue with: May I please speak to someone in the household who is between the ages of 18 and 65? 4. Do you live in Maricopa County? If no, ask to speak to someone who does. 5. RECORD GENDER (DO NOT ASK; RECORD BY OBSERVATION) a. Male b. Female 6. For classification purposes, may I have the Zip Code in which you live? M A G L I T T E R S U R V E Y – 2 0 1 3 3 7 7. What type of vehicle do you most often drive or ride in..? DO NOT READ LIST a. Sedan b. Pick-up truck c. Sports utility vehicle d. Coupe e. Van / Minivan f. Motorcycle g. Other h. Don’t drive i. Don’t know/Refused Litter Awareness Today, I would like to talk to you specifically about the topic of litter. When answering the following questions, please be open and accurate about your opinions and actions. We are trying to understand what people really think about litter. All of your responses will remain confidential. 8. In your opinion, how big of a problem is litter along freeways in Maricopa County? Would you say it is a…. a. b. c. d. e. Big problem Moderate problem Small problem Not a problem at all Don’t know / Refused (DO NOT READ) 9. Do you smoke? a. Yes b. No c. Don’t know / Refused 10. IF YES in Q10: When you are in a vehicle, do you USUALLY dispose of cigarette butts…? READ LIST – ONE RESPONSE ONLY a. b. c. d. e. f. g. M A G L I T T E R By using an ashtray inside the vehicle By using something else you have inside the vehicle By throwing it out the window Or does it vary DO NOT READ: Other means of disposal Do not smoke in car (added) Don’t know / Refused (DO NOT READ S U R V E Y – 2 0 1 3 3 8 11. I am going to read you a few statements pertaining to your litter awareness. For each of the following statements, please respond by telling me if this is something you “Have experienced within the past 3 months,” Have experienced over 3 months ago,” or “Have never experienced.” a. You noticed that some trash fell out of a pick-up or other vehicle you were driving or riding in. b. Someone in a vehicle you were in threw out trash in an area that already had lots of litter c. Someone in a vehicle you were in threw out trash in an area that did not have any litter d. Someone in a vehicle you were in threw out a can, bottle, or other litter out onto the side of the road. e. You had problems with a vehicle and left debris like a tire, part of a tire, or other stuff on the roadside f. Rather than keep a beverage container in the car, you, or someone in a vehicle you were in, threw out a can or bottle. g. You threw out a small item from your vehicle, like a candy wrapper, scrap paper or something like that. h. You or someone you were with got a ticket or warning for littering. i. Rather than keep a cigarette butt in the car, you or someone in the vehicle you were in threw the cigarette butt out the window. Littering Behavior 12. Can you think of items that you yourself might have discarded as litter (by litter we mean items that you did not put in a trash receptacle) in the past year? MULTIPLE RESPONSES ALLOW UP TO THREE. DO NOT READ LIST. a. b. c. d. e. f. Small pieces of paper (receipts, lottery tickets, gum wrappers) Cigarette butts Other food wrappers (chip bags/candy) Food / organic material, raw food Other Have not littered in past year – TRUCK DRIVERS SKIP TO Q15, ALL OTHERS SKIP TO: Q17 g. Don’t know M A G L I T T E R S U R V E Y – 2 0 1 3 3 9 13. To the best of your knowledge, what were the general circumstances in terms of where and what you were doing when you discard litter? PROBE: Any other circumstances? DO NOT READ. MULTIPLE RESPONSES ALLOWED UP TO THREE. a. b. c. d. e. f. g. h. i. Driving / riding in / traveling in vehicle Walking outside Opened door and it flew out / flew out of window / flew out of cab No trash can around (not while in car) Cleaning out car In parking lot Just threw it out / got rid of it anywhere I could Other Don’t know/Can’t remember / don’t recall 14. Why do you litter WHEN DRIVING? (Do not read list, mark all that apply) a. I’m lazy b. It’s easy c. No trash receptacles are convenient d. Cigarettes stink up car, easier to throw out window e. Only litter food scraps – they are biodegradable f. I don’t care g. I don’t consider throwing out gum, small wrappers, cig butts litter h. It was an accident/unintentional i. I don’t want to keep it in my car j. I don’t litter when driving k. Other _________________ l. Dk/Refused 15. TRUCK DRIVERS ONLY: What types of items do you ever put into your truck bed that you consider to be litter or trash? PROBE: What else? MULTIPLE RESPONSES ALLOW UP TO THREE. DO NOT READ LIST. a. Soda cans and soda bottles b. Water cans and water bottles c. Small pieces of paper (receipts, lottery tickets, gum wrappers) d. Plastic bags / other plastic e. Cigarette butts f. Construction debris g. Cardboard h. Food / organic material, raw food i. Lawn debris j. Trash / no biodegradable stuff (unspecified) k. Paper / newspaper / Kleenex / mail l. Other m. Don’t know n. Nothing M A G L I T T E R S U R V E Y – 2 0 1 3 4 0 16. TRUCK DRIVERS ONLY: When putting items into the bed of your truck, how often, on average, do you secure your load (either with ties, bungees, a tarp, etc)? a. Always b. Most of the time c. Only sometimes d. Rarely e. Never f. DK/Refused g. If never – WHY NOT? ASK ALL: 17. How often do you drive or ride in a vehicle that transports items that are not carried within the vehicle or trunk, such as hauling items in an open-air trailer or strapped to a luggage rack or trunk? a. Daily b. At least once a week c. 1-2 times a Month d. A few times a year e. Never SKIP TO Q19 18. (If selected a, b, c, d on question 17 On average, how often do you secure the load that you are hauling (either with ties, bungees, a tarp, etc)? a. Always b. Sometimes c. Never 18a: If sometimes or never – Why don’t you secure your loads all of the time? 19. Do you have a litter bag or trash can in your vehicle? a. Yes b. No c. Don’t know / Refused 20. IF NO IN Q19: Would you consider keeping a litter bag or trash can in your vehicle? a. Yes b. No c. Don’t know / Refused Litter Campaign Awareness 21. In the past three months, have you seen, heard or read any advertisements related to litter or littering? a. Yes b. No c. Don’t know / Refused M A G L I T T E R S U R V E Y – 2 0 1 3 4 1 22. IF YES in Q21: What specifically do you remember about the ads related to litter or littering? 23. IF YES IN Q21: What was the main slogan used in the ads? DO NOT READ LIST. MULTIPLE RESPONSES ALLOWED. a. b. c. d. e. f. g. h. i. j. k. l. m. n. Don’t Trash Arizona No cups cans or butts Keep Arizona Beautiful Do not litter You will be fined Littering is unlawful Go green Grow up. Don’t Litter Adopt a highway It is your environment Keep our freeways clean None Other _________________ Don’t know / Refused 24. IF NOT MENTIONED IN Q23 “a”: Have you seen or heard the slogan, “Don’t Trash Arizona?” a. Yes b. No c. Don’t know / Refused 25. IF NOT MENTIONED IN Q23 “b”: Have you seen or heard the slogan, “No cups, cans or butts! Don’t Trash Arizona?” a. Yes b. No c. Don’t know / Refused 26. IF mentioned in Q23a or Q23b or YES IN Q24 or Q25: Where have you seen, heard or read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash Arizona?” PROBE: Where else? DO NOT READ LIST. MULTIPLE RESPONSES ALLOWED. a. Television b. Radio c. Billboards d. Convenience stores e. Mobile advertising truck f. Movie theaters g. Events around the valley/materials given away at events h. Street or highway signs i. Newspaper j. Online k. Other l. Don’t know / Refused 27. IF mentioned in Q23a or Q23b or YES IN Q24 or Q25: Who sponsors the “Don’t Trash Arizona” advertisements? DO NOT READ LIST. ONE RESPONSE ONLY. M A G L I T T E R S U R V E Y – 2 0 1 3 4 2 a. b. c. d. e. f. g. State / Local Government Arizona Department of Transportation Sanitation department City of Phoenix Maricopa Association of Governments Other Don’t know / Refused 28. Have you heard of www.DontTrashArizona.com? a. Yes b. No c. Not sure/DK 29. If YES IN Q28 “a”: Have you ever visited the “Don’t Trash Arizona Website? a. Yes b. No c. Don’t know 28a. IF YES: What were you looking for when you went to the Don’t Trash Arizona website? 30. Have you heard about the Litter Hotline, 1-877-3-Litter, where you can report someone who litters? NOTE: QUESTION MOVED WITHIN SURVEY a. Yes b. No c. Don’t know / Refused 31. If you were to see someone litter, how likely are you to report this behavior to the Litter Hotline or the Web site in the future? a. b. c. d. e. M A G L I T T E R Very likely Somewhat likely Not very likely Not at all likely Don’t know / Refused (DO NOT READ) S U R V E Y – 2 0 1 3 4 3 32. If you wanted to find out more information about litter or littering, where would you go or who would you contact to find that information? DO NOT READ LIST, SELECT ALL THAT APPLY. a. Don’t Trash AZ website b. Internet c. Litter hotline d. The “city” e. I wouldn’t need that information/wouldn’t contact anyone f. ADOT/highway dept. g. Police/ highway patrol/DPS h. Phonebook/ yellow pages i. Waste Management/ garbage company j. That state/governor k. Other l. Don’t know/refused 33. People use many different resources to communicate and stay in touch with others. What applications or web sites do you use to gather information or communicate with others? DO NOT READ LIST MULTIPLE RESPONSES ALLOWED a. b. c. d. e. f. g. h. Nothing Text messages using a cell phone or handheld device e-mail using a cell phone or hand held device MySpace web page FaceBook web page Using Twitter (also known as "tweeting") Website: Specify_______________________ Other: Specify ________________________ Demographics Now I have a few final questions that are for classification purposes only. D1. What is your present marital status? (ASK AS OPEN END; ACCEPT ONE MENTION) a. Single b. Married c. Divorced d. Separated e. Widowed f. Don't know g. Refused/NA M A G L I T T E R S U R V E Y – 2 0 1 3 4 4 D2. What was the last year of education you have completed? a. Grammar school (8 years or less) b. Some high school (9-11 years) c. Graduated high school (12 years) d. Some post-high school training/some college e. Graduated from four-year college (B.A./B.S.) f. Graduate Degree g. Don’t Know h. Refused D3. Are you employed full-time, employed part-time, retired, a housewife, a student or unemployed? a. Full-time b. Part-time c. Retired d. Housewife e. Student f. Unemployed g. Refused/NA D4. Which of the following best classifies your profession? Read List a. White collar/management b. Blue collar c. Trade profession d. Professional (medical/legal) e. Educational f. Clerical/administrative g. Sales h. Self-employed i. Other (SPECIFY) j. Don’t know D5. How would you describe your ethnic heritage? Would you say you are... (READ CODES 15; ACCEPT ONE MENTION) a. White b. African-American c. Hispanic d. Asian, or e. Something Else [SPECIFY]: f. Native American g. Refused D6. Thinking about your personal language use including in home and away from home, would you say you speak…? READ LIST; ALLOW ONLY ONE RESPONSE) M A G L I T T E R S U R V E Y – 2 0 1 3 4 5 a. b. c. d. e. f. g. English Only Only Spanish Mostly Spanish, but also some English Equally in Spanish and English Mostly English, but also some Spanish English plus some other language Don’t know/refused D7. Was your annual household income before taxes last year: Read List a. Less than $10,000 b. $10,000 to less than $20,000 c. $20,000 to less than $30,000 d. $30,000 to less than $40,000 e. $40,000 to less than $50,000 f. $50,000 to less than $60,000 g. $60,000 to less than $75,000 h. $75,000 to less than $100,000 i. More than $100,000 j. No answer Thank you very much – those are all my questions. M A G L I T T E R S U R V E Y – 2 0 1 3