LITTER  EVALUATION  SURVEY   September  2015   Prepared  for:   T A B L E   O F   C O N T E N T S     Section:        Page  #:   Study  Overview  .............................................................................................................................  1   Key  Findings  and  Recommendations  ...........................................................................................  2   Executive  Summary    .....................................................................................................................................  4     I.   Introduction  ..............................................................................................................................  7   A.   B.   C.     Background  and  Methodology  .................................................................................................  7   Significance  Testing  and  Sub-­‐Group  Analysis  ...................................................................  8   Demographics  .................................................................................................................................  9   II.   Driver  Characteristics  ......................................................................................................  11   A.   B.   C.   D.   Driving  Habits  .................................................................................................................................  11   Litterbag  Use  ....................................................................................................................................  12   Smokers  .............................................................................................................................................  13   Truck  Drivers  ..................................................................................................................................  14     III.     Litter  Awareness  and  Behavior  ...............................................................................  17   A.   B.   C.   D.   E.     Perception  of  the  Problem  along  Freeways  .......................................................................  17   Personal  Littering  ..........................................................................................................................  19   Littering  Circumstances  ..............................................................................................................  20   Reasons  for  Littering  when  Driving  ......................................................................................  21   Personal  Experience  with  Specific  Littering  Situations  ................................................  22   IV.   Campaign  Awareness  ........................................................................................................  24   A.   B.   C.     D.     E.   F.   G.     Awareness  of  Campaign  ..............................................................................................................  24   Don’t  Trash  Arizona  Awareness  ...............................................................................................  27   No  cups  cans  or  butts!  Don’t  Trash  Arizona  Awareness    ..............................................  28   Trash  Talk  Awareness  .................................................................................................................  29   Awareness  of  Litter  Resources  ................................................................................................  32   Likelihood  to  Report  Littering  .................................................................................................  34   Additional  Litter  Resources  ......................................................................................................  35   V.   Profiles  of  Litterers  ............................................................................................................  36     Supplemental  Results  for  Males  aged  18  to  34   Appendix  A   Questionnaire   Appendix  B       M A G L I T T E R S U R V E Y – 2 0 1 5 1 S T U D Y   O V E R V I E W   In   August   2006,   the   Maricopa   Association   of   Governments   (MAG)   launched   a   litter   prevention   and   education  program  known  as  Don’t  Trash  Arizona.  The  purpose  of  the  program  is  to  reduce  litter  on   the   regional   freeway   system   by   developing   a   strategy   to   increase   public   awareness   and   change   behavior.   The   scope   of   work   for   the   program   additionally   mandated   that   an   evaluative   process   be   included  to  measure  the  success  of  the  program.       First,   “secondary”   research   was   conducted   to   review   existing   litter   campaigns,   not   only   in   other   regions   and   states,   but   globally.   This   was   accomplished   through   online   research   and   targeted   interviews  with  managers  of  litter  campaigns  in  other  states.       The  secondary  research  found  that  litterers  were  predominately  single  males,  aged  18  to  24—with  a   secondary  tier  of  litterers  aged  25  to  34.  They  tend  to  be  smokers,  eat/buy  fast  food  two  times  per   week  or  more,  frequent  bars  and  nightclubs,  and  drive  pickup  trucks.  According  to  the  Transportation   Research   Board,   55   percent   of   littering   is   deliberate,   while   45   percent   occurs   “accidentally”   when   items   blow   or   fall   off   vehicles.   Littering   most   often   takes   place   when   drivers   are   alone,   and   many   reported  that  they  did  not  consider  small  items  like  cigarettes  and  candy  wrappers  to  be  litter.     Following   the   secondary   research,   a   benchmark   survey   was   conducted   in   December   2006   to   determine  initial  attitudes  and  awareness  of  litter  issues  in  Arizona  and  to  evaluate  littering  behavior.         A  follow-­‐up,  evaluative  survey  was  then  conducted  in  July  2008  at  the  end  of  the  first  two  years  of  the   campaign   in   order   to   determine   if   any   changes   in   awareness,   attitudes   or   behavior   were   realized.   Annual   surveys   have   been   conducted   in   subsequent   years,   focusing   on   Maricopa   County   residents.   Follow  up  studies  have  been  conducted  in  August  for  the  past  8  years  -­‐  August  2008,  August  2009,   August   2010,   August   2011,   August   2012,   August   2013,   August   2014   and   the   focus   of   this   current   report  is  for  data  collected  in  August  2015.     Communication   strategies   are   informed   each   year   based   on   the   survey   results.   These   strategies   primarily  target  the  18  to  34  male  demographic,  with  a  secondary  demographic  of  key  influencers  to   them,   primarily   women   of   varied   ages.   Messages   targeted   toward   both   accidental   and   deliberate   littering   are   included,   and   a   variety   of   strategies   and   tactics   are   employed   utilizing   public   relations,   paid   advertising,   special   events,   school   outreach,   distribution   of   informational   materials   and   the   development   of   value-­‐added   partnerships.   The   survey   includes   questions   to   help   evaluate   the   effectiveness  of  various  tactics  and  campaign  messaging,  so  that  outreach  efforts  can  be  refined  each   year  for  best  results.   2 K E Y   F I N D I N G S   A N D   R E C O M M E N D A T I O N S     • • •   • Similarly,  the  campaign  slogan,  “No  Cups,  Cans  or  Butts…Don’t  Trash  Arizona,”  is  recalled   by  38%  of  males  18-­‐34.  This  is  up  significantly  from  the  25%  measured  in  2013  and  is  also   significantly  higher  than  the  recall  among  the  general  population  (20%).   • There  was  a  significant  decline  in  the  percentage  of  people  who  admitted  they  have   thrown  small  items  such  as  candy  wrappers  or  scrap  paper  out  of  the  car  (down  40%  from   10%  in  2014  to  6%  this  year).    However,  the  percentage  of  people  admitting  they  have   tossed  cigarette  butts  on  the  ground  (8%),  or  left  debris  on  the  side  of  the  road  following  a   vehicle  problem  (13%)  remains  elevated  over  2013  figures.     The  proportion  of  admitted  litterers  among  18-­‐34  year  old  males  (target)  held  steady  this   year;  however,  there  was  a  9%  increase  in  the  proportion  of  accidental  litterers,  which   pushed  the  total  percentage  of  target  group  litterers  to  94%  in  2015    (up  from  90%  last   year).     The  online  campaign  presence  appears  to  be  having  an  impact  as  those  aware  of  the   campaigns  were  significantly  more  likely  to  report  seeing  the  associated  slogans  online.       • •   •   M A G Overall,  there  was  a  15%  decrease  in  reported  littering  between  2014  and  2015  among  the   general  population.         The  perception  that  litter  along  Maricopa  County  freeways  is  a  moderate  or  big  problem   dropped  to  60%  among  the  general  population.  This  represents  the  lowest  level  of  concern   measured  to  date  and  is  significantly  lower  than  five  of  the  prior  eight  study  years.  This   perception  was  noted  among  both  the  nontarget  and  target  (males  18  to  34)  populations.         The  campaign’s  target  audience,  males  ages  18  to  34,  continues  to  see  and  remember  the   Don’t  Trash  Arizona  campaign  at  a  higher  rate  than  the  general  population.  Awareness  of   the  campaign  among  the  target  audience  increased  to  66%,  representing  a  significant   increase  over  the  60%  measured  in  2013.       The  most-­‐commonly  littered  items  continue  to  be  food  and  organic  material  (50%),   followed  by  small  pieces  of  paper  and  other  food  wrappers.     Based  on  the  above  findings,  recommendations  include  the  use  of  targeted  messaging,  as   well  as  messaging  that  reinforces  key  points,  to  continue  to  increase  awareness  of  the   negative  impacts  of  freeway  littering  and  positively  change  the  behaviors  of  motorists.   Recommended  strategies  include:       L I T T E R S U R V E Y – 2 0 1 5 3 O Advertising  to  key  demographics:  Continue  use  of  targeted  advertising  to  the  male   18-­‐34  demographic  using  platforms  such  as  ReachLocal,  Pandora  and  social  media.   Updated  messaging  should  include  accidental  litter,  as  an  increase  in  that  behavior   was  reflected  in  the  survey.   O Social  media  advertising:  Develop  additional  shareables  to  target  specific  littering   behaviors  noted  in  the  report  among  the  target  demographic,  including  tossing   food  and  organic  material,  wrappers  and  paper  scraps,  as  well  as  the  occurrence  of   accidental  littering.  Utilize  increased  demographic  targeting  (smokers,  owners  of   trucks,  etc.)  to  reach  potential  offenders  via  Facebook  and  Twitter.       O Mobile:  Both  traditional  and  social  media  advertising  should  employ  an  increased   focus  on  mobile-­‐friendly  applications  in  2016  to  support  the  consumption  habits  of   the  target  demographic  as  well  as  the  findings  of  the  Don’t  Trash  Arizona  website   analytics,  which  continue  to  indicate  a  majority  of  site  visitors  arrive  via  mobile   device.       O Public  relations:  Media  outreach  should  support  key  messaging  for  both  the  target   demographic  and  the  general  population  and  focus  on  accidental  littering,  the  truth   about  food  and  organic  material,  and  the  uptick  in  cigarette  butt  litter,  as  noted  in   the  survey.       O Partnerships:  Don’t  Trash  Arizona  should  continue  to  source  additional  defined   event  or  campaign-­‐specific  partnerships  with  like-­‐minded  organizations  and   research  the  value  of  attendance  at  key  events  to  further  expand  its  reach.     M A G   L I T T E R S U R V E Y – 2 0 1 5 4 E X E C U T I V E   S U M M A R Y   Results  for  the  2015  Litter  Evaluation  Survey  are  based  on  401  fifteen-­‐minute  telephone  interviews   with  Maricopa  County  residents.  The  margin  of  error  for  the  survey  is  approximately  +5%  at  a  95%   confidence  level.       This  year,  the  survey  was  again  conducted  by  using  a  supplemental  cell  phone  database  in  addition  to   “land  line”  telephone  calls,  due  to  the  increasing  number  of  respondents  with  cell-­‐phone-­‐only  access.   This   report   primarily   focuses   on   the   general   population   study   results.   A   separate   summary   report   containing   data   from   the   target   audience   oversample   (males   aged   18   to   34   who   participated   by   phone  and  web)  follows  in  Appendix  A.     Below  are  some  key  findings  of  the  general  population  survey.     Driver  Characteristics   M A G • In   2015,   39%   of   residents   surveyed   reported   driving   in   a   4-­‐door   sedan,   while   20%   reported   • Seven   in   ten   (71%)   residents   surveyed   reported   they   have   a   litterbag   or   can   for   use   in   their   vehicles,   which   is   consistent   with   recent   years.   Among   those   who   do   not   currently   have   a   litterbag  or  can  in  their  vehicles,  two-­‐thirds  (66%)  reported  they  would  consider  using  one  in   the  future.  (Graph,  Page  12)   • A   small   proportion   of   residents   surveyed   indicated   they   smoke   (12%,   which   is   comparable   with   recent   years).   More   than   half   (54%)   of   smokers   indicated   they   dispose   of   cigarettes   by   using   an   ashtray   in   their   vehicles,   which   is   down   slightly   from   last   year   but   still   significantly   higher  than  2013.  (Table  3,  Page  13)   • More   than   four   in   five   (82%)   pickup   truck   drivers   reported   they   secure   items   in   the   back   of   their  pickup  truck    “always”  (61%)    or  “most  of  the  time”  (21%),  which  is  similar  to  prior  years.     (Table  5,  Page  14)   • The   large   majority   (86%)   of   residents   who   mentioned   they   ride   in   a   vehicle   that   transports   items  in  a  trailer  or  luggage  rack  at  least  a  few  times  a  year  indicated  they  “always”  secure  the   load  they  are  hauling.  (Graph,  Page  16)   driving  sport  utility  vehicles  and  13%  reported  driving  pickup  trucks.    (Table  2,  Page  11)   L I T T E R S U R V E Y – 2 0 1 5 5 Litter  Awareness  and  Behavior   • Three   in   five   (60%)   residents   surveyed   indicated   they   believe   litter   along   Maricopa   County   freeways   is   a   “big”   or   “moderate”   problem,   which   represents   the   lowest   level   of   concern   measured   to   date   and   is   significantly   lower   than   five   of   the   prior   eight   years     (66%   to   77%   between  2006  and  2014).    (Graph,  Page  17,  Table  6,  Page  18)   • Seven   in   ten   (71%)   residents   surveyed   indicated   they   have   not   littered   in   the   past   year.   This   is   a   significant   increase   from   the   62%   recorded   in   2014   and   represents   a   15%   decrease   in   reported  littering.  (Table  7,  Page  19)   • Among  those  who  reported  littering,  food/organic  material  continues  to  be  the  most  common   type   of   litter   mentioned   (50%),   followed   by   small   pieces   of   paper   (27%)   and   other   food   wrappers  (12%).  (Table  7,  Page  19)   • Nearly  half  (45%)  of  residents  who  indicated  they  littered  in  the  past  year  reported  they  did  so   while   driving   or   riding   in   a   vehicle.   The   most   common   reason   mentioned   for   littering   when   driving   continues   to   be   lack   of   a   convenient   trash   receptacle   (mentioned   by   14%).   (Table   8,   Page  20  a  d  Table  9,  Page  21)   • Similar   to   recent   years,   residents   reported   the   most   common   littering   situation   they   have   experienced  in  the  past  three  months  is  trash  falling  out  of  a  vehicle  (26%),  followed  by  having   problems   with   a   vehicle   and   leaving   debris   on   the   roadside   (13%).     As   seen   in   past   studies,   residents   aged   18   to   34   are   consistently   more   likely   than   older   residents   to   report   experiencing   any   given   scenario   except   for   leaving   debris   related   to   a   car   problem   or   being   present  for  a  litter-­‐related  ticket  or  warning.  (Tables  10a  and  10b,  Pages  22-­‐23)   Campaign  Awareness   M A G • More  than  one  fourth  (29%)  of  residents  indicated  they  had  seen  advertising  related  to  litter   or   littering   in   the   past   three   months.   Residents   ages   18   to   34   were   significantly   more   likely   than  older  residents  to  indicate  awareness  (37%  vs.  25%).  (Graph,  Page  24)   • The  top  message  recalled  by  those  aware  of  recent  litter-­‐related  advertising  continues  to  be   “Don’t   litter/Keep   Arizona   Clean”   (mentioned   by   22%).     When   asked   for   the   main   slogan   used   in   the   advertising,   residents   were   most   likely   to   mention   “you   will   be   fined   for   littering”   (mentioned  by  5%),  followed  by  3  percent  of  respondents  who  mentioned  several  additional   slogans:   littering   is   unlawful,   keep   our   freeways   beautiful,   and   Arizona   Clean   and   Beautiful.     (Tables  11  and  12,  Pages  25-­‐26)   • Half  of  all  residents  surveyed  indicated  they  have  heard  the  slogan  “Don’t  Trash  Arizona”  (50%   aided  +  unaided).  This  is  similar  to  last  year’s  recall  of  52%,  continuing  a  positive  trend  over   2012   and   2013.   Residents   aged   18   to   34   were   more   likely   to   indicate   awareness   than   those   ages  55+  (58%  vs.  42%).    (Graph,  Page  27)   • The   proportion   of   residents   indicating   awareness   (unaided   or   aided)   of   “No   cups,   cans   or   butts!   Don’t   Trash   Arizona”   held   steady   in   2015   at   20%.     There   were   no   significant   demographic  differences  among  those  aware  of  this  slogan.  (Graph,  Page  28)   L I T T E R S U R V E Y – 2 0 1 5 6 • •   When   prompted,   nearly   one   in   ten   residents   (9%)   recognized   the   slogan   for   Don’t   Trash   Arizona  that  included  the  words  “Trash  Talk.”  (Graph,  Page  29)     Residents   familiar   with   “Don’t   Trash   Arizona”   or   “No   cups,   cans   or   butts!   Don’t   trash   Arizona”   reported  seeing  and/or  hearing  the  slogan  from  a  variety  of  sources.  The  most  relevant  finding   was   that   residents   were   significantly   more   likely   to   report   seeing   the   slogans   online   in   2015   (6%  up  from  1%  last  year).  (Table  13,  Page  30)   • Approximately   two   thirds   (65%)   of   residents   who   were   aware   of   Don’t   Trash   Arizona   advertising   were   unable   to   name   a   sponsor   for   the   advertisements   (consistent   with   recent   years).  (Table  14,  Page  31)   • One   in   ten   (10%)   residents   surveyed   reported   familiarity   with   the   litter   hotline.   A   similar   proportion  (9%)  of  residents  reported  familiarity  with  DontTrashArizona.com  (down  from  11%   in   2014).     Of   note,   6%   of   residents   with   recognition   of   the   DontTrashArizona.com   website   indicated  they  had  visited  the  site  (compared  to  0%  last  year).  (Graphs,  Pages  32-­‐33)     • Consistent  with  last  year,  nearly  one  quarter  (23%)  of  residents  surveyed  indicated  they  would   be  “very  likely”  to  report  someone  littering  in  the  future.    (Table  15,  Page  34)   • The   most   commonly   mentioned   preferred   method   of   gathering   information   about   litter/littering  continues  to  be  the  Internet  (mentioned  by  56%).  Residents  aged  18  to  34  were   more   likely   than   those   aged   55   and   older   to   mention   the   Internet   (64%   vs.   48%).   (Table   16,   Page  35)   Profile  of  Litterers   • M A G The  proportion  of  admitted  litterers  in  the  general  population  survey  declined  again  this  year   (26%,  trending  down  from  29%  last  year  and  significantly  lower  than  35%  in  2013  and  33%  in   2012).  The  proportion  of  accidental  litterers  was  down  one  percentage  point  to  46%.  In  2015   non-­‐litterers  comprised  27%  of  the  sample,  which  is  within  the  normal  range  measured  over   the  past  seven  years  (24%  to  29%  since  2008).    (Graph,  Page  36) L I T T E R S U R V E Y – 2 0 1 5 7 I .   I N T R O D U C T I O N     A.   Background  and  Methodology   The  Maricopa  Association  of  Governments  (MAG),  through  its  consultant,  Fingerpaint,  commissioned   WestGroup  Research  of  Phoenix  to  conduct  a  telephone  study  with  residents  aged  18  and  older  living   in   Maricopa   County.   The   purpose   of   the   study   was   to   evaluate   overall   awareness   of   and   attitudes   toward   litter   issues,   explore   littering   behavior,   and   to   compare   responses   to   the   December   2006   benchmark  and  subsequent  annual  studies.     For   surveys   prior   to   2011,   interviewing   was   conducted   using   a   Random   Digit   Dial   (RDD)   database   comprised   of   “landline”   phone   numbers   from   targeted   zip   codes.   In   each   subsequent   year,   interviewing  was  conducted  using  both  a  Random  Digit  Dial  (RDD)  with  landline  phone  numbers,  as   well  as  a  supplemental  cell  phone  database.    Cell  phone  sample  is  necessary  both  to  speak  with  cell-­‐ phone   only   residents   and   to   ensure   accurate   representation   in   the   sample   from   younger   residents.   It   is   reported   that   approximately   40%   of   residents   in   Maricopa   County   live   in   cell-­‐phone   only   households  and  an  additional  20%  live  in  cell-­‐phone-­‐mostly  households.       WestGroup  reviewed  2013  Census  data  as  reported  by  the  US  Census  website  American  Fact  Finder   to   reevaluate   the   age   distribution   of   Maricopa   County   residents   ages   18+.   Due   to   shifts   in   the   population   over   time,   the   following   age   and   gender   quotas   were   used   in   2014   and   2015   to   ensure   an   accurate   representation   of   Maricopa   County   residents.     This   is   a   slight   shift   from   previous   years’   quotas;   however,   it   should   be   noted   that   the   overall   profile   of   residents   in   terms   of   income,   education,  etc.  did  not  shift  significantly  with  the  change  in  age  quotas.  It  also  should  be  noted  that   some  shifts  in  response  percentages  may  be  impacted  by  the  distribution  change,  particularly  those   questions   related   to   littering   behavior   as   the   younger   age   group   historically   has   always   deviated   greatly  from  the  older  age  groups  in  this  area.   Age   18  to  34  years  old   35  to  54  years  old   55+  years  old     Male   Female   %  of   sample   33%   33%   34%     50%   50%   Results   are   based   on   401   fifteen-­‐minute   telephone   interviews   conducted   with   200   male   and   201   female   residents.     The   margin   of   error   for   the   survey   is   approximately   ±5%   at   the   95%   confidence   level.       M A G L I T T E R S U R V E Y – 2 0 1 5 8 Note:  where  appropriate,  data  tables  will  show  data  back  to  as  far  as  2011  for  tracking  questions  due   to  limited  space.  Graphical  visualization  of  data  may  include  historical  data  as  far  back  as  2006.     B.   Significance  Testing  and  Sub-­‐Group  Analysis     Throughout   this   report,   symbols   (q orp )   or   superscript   letters   (ABC)   next   to   certain   2015   data   indicate   that  the  number  is  significantly  different  at  the  95%  confidence  interval  than  the  corresponding  figure   in  2014  or  in  the  case  of  the  oversample  target  data,  2013.    (The  2015  oversample  target  group  data  is   only   directly   comparable   to   2013   because   the   dual   data   collection   methodology   of   phone   and   web   were   used   in   these   two   years   to   reach   enough   18-­‐34   year   old   males   to   meet   the   quota   of   200.   In   2014,  the  data  was  collected  only  via  telephone.)     For   example,   in   the   table   below,   the   15   percent   for   “yes”   means   that   the   percentage   of   2015   residents  who  answered  “yes”  is  significantly  lower  than  the  percentage  of  2014  residents  who  gave   that  same  answer.  In  yearly  tracking  charts  and  tables,  the  current  year’s  results  are  only  compared  in   this   manner   to   the   previous   year’s   results   for   the   same   question,   except   for   within   the   target   population   tracking   where   data   from   2015   will   be   compared   to   2013   since   the   same   methodology   was  used  in  both  of  those  years  (phone  and  web  data  collection).       Response   Yes   2015   n=401   15%q 2014   n=401   35%   Data  was  analyzed  by  the  following  demographic  subgroups:   M A G • Gender:  male,  female   • Age:  <  35,  35-­‐54,  55+   • Ethnicity:  Caucasian,  Non-­‐Caucasian   • Education:  High  school  or  less,  some  college,  college  graduate  or  more   • Income:  annual  household  incomes  of  <  $50,000,  between  $50,000-­‐$100,000,  and    >  $100,000   • Target  demographic:  males  aged  18  to  34  vs.  all  other  residents   L I T T E R S U R V E Y – 2 0 1 5 9 C.   Demographics   Per   established   quotas,   the   gender   composition   of   the   survey   was   evenly   split   along   gender   (50%   females   and   50%   males).   Generally,   the   demographic   profile   of   respondents   in   2015   was   comparable   to  2014.     Table  1a:  Respondent  Demographics     Characteristic   Gender   Male   Female   Age**      18  to  34      35  to  54      55+      Average     Marital  Status      Married      Single      Widowed      Divorced      Separated   Refused   Education          Less  than  high  school          High  school  graduate          Some  college          College  graduate          Graduate  degree     Ethnicity      White      Hispanic      African  American      Native  American      Asian      Other/Refused     2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011   n=602     50%   50%     50%   50%     50%   50%     50%   50%     50%   50%   33%   33% 34%   43.7  yrs   33%   34% 33%   43.5  yrs   51%   33%   4%   7%   <1% 4% 50%   33%   4%   8%   <1% 4%   3%   17%   29%q   27%   20%       69%   14%   4%   2%   3%   8%     4%   18%   36%   23%   17%   28%   43%   30%   44.0  yrs       54%   33%   4%   6%   2%   1%       6%   15%   36%   28%   15%       72%   14%   5%   2%   2%   5%   28%   43%   29%   43.8  yrs       53%   30%   5%   7%   2%   3%       5%   18%   34%   25%   15%       68%   16%   4%   2%   2%   9%   28%   43%   29%   43.8  yrs       53%   30%   6%   7%   1%   3%       6%   17%   35%   24%   15%       72%   12%   4%   1%   3%   8%               68%   16%   5%   2%   2%   7%     pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   **Age  categories  condensed  in  2011.     M A G L I T T E R S U R V E Y – 2 0 1 5 1 0 Table  1b:  Respondent  Demographics       Characteristic   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     Employment  Status      Full-­‐time      Part-­‐time      Unemployed      Retired      Housespouse      Student     Profession        White  collar/Management      Other  professional        Blue  collar      Education        Trade      Self-­‐employed      Clerical/admin     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   2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011    n=602   4% 5%   8%   11% 6%   8%   7% 13%   21%   17%   67,372       54%   9%   6%   17%q   4% 4%       26%p   28%   12%   8%   8%   8%   5%       71%   <1%   4% 8%   11%   7% 6%   8%   10% 8%   17%   21%   61,855       50%   13%   6%   23%   2% 4%       19%   24%   11%   11%   9%   8%   7%       74%   -­‐-­‐   8%   7%   8%   11%   7%   8%   6%   8%   21%   16%   $62,303       48%   10%   9%   19%   9%   4%       21%   25%   14%   11%   9%   11%   8%       72%   1%   8%   7%   7%   9%   7%   4%   7%   12%   18%   20%   $61,989       51%   8%   10%   18%   6%   4%       23%   25%   11%   10%   8%   7%   10%       72%   1%   10%   7%   8%   8%   6%   7%   9%   10%   16%   20%   $58,838       45%   10%   12%   22%   4%   4%       23%   16%   15%   8%   10%   6%   9%       72%   1%   <1%   1%   2%   3%   1%   5%   5%   4%   3%   4%   12%   10%   11%   12%   11%   8%   3%   7%   3%   9%   1%   7%   3%   8%   3%   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 1 1 I I .   D R I V E R   C H A R A C T E R I S T I C S     A. Driving  Habits   In  2015,  39%  of  residents  surveyed  reported  driving  in  a  4-­‐door  sedan,  while  20%  reported  driving   sport   utility   vehicles   and   13%   reported   driving   pickup   trucks.   These   figures   are   similar   to   those   recorded  in  2014,  with  the  exception  of  a  corresponding  fluctuation  in  the  percent  selecting  4-­‐door   Sedan  and  car  (unspecified).     Table  2:  Type  of  Vehicle           Top  vehicle  responses   2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011   n=602   Sedan  (4-­‐door)   Sports  utility   Pickup  truck   Car  (unspecified)   Coupe  (2-­‐door)   Van/mini-­‐van   Don’t  drive   Motorcycle     39%   20%   13%   8%p   6%   6%   4%   <1%     45%   17%   13%   2%   6%   8%   5%   1%     40%   19%   14%   1%   8%   8%   6%   1%     44%   14%   16%   1%   7%   7%   5%   1%     36%   18%   13%   10%   4%   7%   7%   1%     Q7:  What  type  of  vehicle  do  you  most  often  drive  or  ride  in?     Note:  Question  wording  modified  in  2011  to  an  open-­‐ended  question  instead  of  a  list  that  was  read  to   residents.   Note:  response  categories  with  less  than  1%  mentions  in  2015  not  included  in  this  table  unless  relevant  to   tracking.   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 1 2 B.   Litterbag  Use   Seven  in  ten  (71%)  residents  surveyed  reported  they  have  a  litterbag  or  can  for  use  in  their  vehicles,   which  is  consistent  with  recent  years.  Those  more  likely  to  say  “yes”  include:       • General  population  vs.  male  residents  aged  18-­‐34  (71%  vs.  56%).   • Residents  who  have  seen  advertisements  related  to  litter  or  littering  vs.  residents  who  haven’t   (76%  vs.  65%).     Among   those   who   do   not   currently   have   a   litterbag   or   can   in   their   vehicles,   two-­‐thirds   (66%)   reported  they  would  consider  using  one  in  the  future.  This  is  consistent  with  the  70%  recorded  in   2014.  Those  more  open  to  using  a  litterbag  or  can  in  their  vehicles  include:       • Female  residents  vs.  male  residents  (84%  vs.  59%).   • Non-­‐Caucasian  residents  vs.  Caucasian  residents  (83%  vs.  65%).   • Those  with  a  high  school  education  or  less  vs.  college  graduates  (82%  vs.  62%).   • Those  with  annual  household  incomes  of  less  than  $50,000  vs.  those  with  annual  household   incomes  of  $100,000  or  more  (86%  vs.  61%).   LiUerbag  or  Trashcan  Use  in  Vehicle   Have  bag/can  in  vehicle   56%   57%   If  no,  w ould  consider  future  use?   Yes   33%   28%   28%   34%   31%   33%   36%   No   1%   2%   1%   2%   2%   3%   4%   5%   4%   Maybe   0%   50%   53%   71%   64%   66%   69%   66%   66%   70%   71%   64%   67%   64%   60%   2015   2014   2013   2012   2011   2010   45%   43%   2009   2008   2006   20%   40%   60%   80%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602;  2010  n=601;  2009  n=637;  2008  n=744;   2006  n=748   Q18:  Do  you  have  a  liOer  bag  or  trash  can  in  your  vehicle?     Q19:  [If  no  in  Q18]  Would  you  consider  keeping  a  liOer  bag  or  trash  can  in  your  vehicle?     M A G L I T T E R S U R V E Y – 2 0 1 5 1 3 C.   Smokers A   small   proportion   of   residents   surveyed   indicated   they   smoke   (12%,   which   is   comparable   with   recent  years).  Residents  more  likely  to  indicate  they  smoke  include:     • Residents  aged  35-­‐54  vs.  younger  residents  (19%  vs.  6%).   • Those  with  a  high  school  education  or  less  vs.  those  with  higher  education  (22%  vs.  10%).     More  than  half  (54%)  of  smokers  indicated  they  dispose  of  cigarettes  by  using  an  ashtray  in  their   vehicles,  which  is  down  slightly  from  last  year  but  still  significantly  higher  than  in  2013.   Table  3:  Smoking  Habits  and  Disposing  of  Cigarette  Butts   Among  those  indicating  they  smoke   Response   Smoker       Ashtray  in  vehicle   Don’t  smoke  in  the  car   It  varies   Something  else  in  vehicle   Other  means  of  disposal   Throwing  out  window     Don’t  know/refused   2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011   n=602   12%     n=50   54% 16%   14%   12%   4%   -­‐-­‐     -­‐-­‐   14%     n=58   64% 21%   3%   10%   -­‐-­‐   2%     -­‐-­‐   14%     n=65   40%   25%   11%   18%   -­‐-­‐   6%     -­‐-­‐   14%     n=83   51%   16%   12%   18%   -­‐-­‐   4%     -­‐-­‐   17%     n=101   43%   2%   7%   10%   -­‐-­‐   13%     25%               pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   Q9:  Do  you  smoke?   Q10:  [If  yes  in  Q9]  When  you  are  in  a  vehicle,  do  you  USUALLY  dispose  of  cigarette  butts…?     Note:  Prior  to  2012,  “Don’t  smoke  in  the  car”  was  not  a  pre-­‐coded  response  category.     M A G L I T T E R S U R V E Y – 2 0 1 5 1 4 D.   Truck  Drivers   As  noted  earlier,  13%  of  residents  surveyed  reported  driving  a  pickup  truck,  which  is  consistent  with   recent  years.  Those  more  likely  to  report  driving  a  pickup  truck  include:     • Male  residents  vs.  female  residents  (22%  vs.  4%).   • Residents  aged  35-­‐54  vs.  younger  residents  (20%  vs.  8%).   • Those  who  did  not  graduate  college  vs.  college  graduates  (21%  vs.  9%).   Table  4:  Pickup  Truck  Drivers   Response   2015   n=401   2014   n=401   2013   n=451   2012     n=600   2011   n=602   13%   13%   14%   16%   13%             Drive  pickup  truck     Q7:  What  type  of  vehicle  do  you  most  often  drive  or  ride  in?     More  than  four  in  five  (82%)  pickup  truck  drivers  reported  they  secure  items  in  the  back  of  their   pickup  truck    “always”  (61%)    or  “most  of  the  time”  (21%),  which  is  similar  to  prior  years.    The   proportion  reporting  they  “always”  secure  their  loads  rebounded  to  a  more  normal  level  this  year   after  decreasing  significantly  in  2014.     Table  5:  How  often  Truck  Drivers  Secure  Loads     2015   n=49   2014   n=52   2013   n=64   2012   n=86   2011   n=54   NET  likely     (Always  +  Most)   83%   73%   88%   81%   73%   Always   61% 42% 77%   71%   54%   Most  of  the  time   Sometimes   Rarely   Never   Don’t  know   21% 12%   -­‐-­‐   2%   4% 31% 12%   -­‐-­‐   2%   14% 11%   6%   1%   3%   2%   10%   6%   6%   5%   2%   19%   12%   3%   5%   7%   Frequency   Q15:  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.)?   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 1 5 Two   thirds   (67%)   of   residents   surveyed   indicated   they   “never”   drive   in   a   vehicle   that   hauls   items   in   an  open-­‐air  trailer  or  strapped  to  a  luggage  rack,  which  is  consistent  with  figures  recorded  in  recent   years.  Nearly  one  quarter  (23%)  reported  doing  so  “a  few  times  a  year,”  while  6%  reported  doing  so   at  least  one  to  two  times  per  month.       Frequency  of  Traveling  with  Trailers  or     Luggage  Racks   23%   22%   24%   27%   27%   A  few  tmes  a  year   6%   6%   5%   4%   6%   1  to  2  tmes  a   month   At  least  once  a  week   Daily   3%   2%   2%   2%   1%   2015   1%q 4%   3%   3%   2%   2012   2014   2013   2011   67%   66%   66%   64%   64%   Never   0%   20%   40%   60%   80%   100%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602         Q16:  How  o]en  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?     Note:  Queston  added  in  2010.   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.     M A G L I T T E R S U R V E Y – 2 0 1 5 1 6 The  majority  (86%)  of  residents  who  mentioned  they  ride  in  a  vehicle  that  transports  items  in  a   trailer  or  luggage  rack  at  least  a  few  times  a  year  indicated  they  “always”  secure  the  load  they  are   hauling.  This  remains  stable  as  it  is  within  a  few  percentage  points  of  this  measurement  for  the  four   previous  years.       How  Oben  Those  with  Trailers  or  Luggage  Racks  Secure  Loads   86%   84%   87%   86%   84%   Always   9%   8%   8%   9%   11%   Sometmes   5%   8%   3%   3%   4%   Never   Don't  Know  /   Refused   2015   2014   2013   2012   0%   0%   2%   2%   1%   0%   2011   20%   40%   60%   80%   100%   Open-­‐air  trailer/luggage  rack  users:  2015  n=132;  2014  n=136;  2013  n=155;  2012  n=218;  2011  n=219   Q17:  [If  more  than  'never'  in  Q16]  On  average,  how  o]en  do  you  secure  the  load  that  you  are  hauling   (either  with  `es,  bungees,  a  tarp,  etc.?)   Note:   Data   is   not   completely   comparable   from   2010   to   2011/2012   –   in   2010,   users   were   offered   ‘sometmes’  and  ‘most  of  the  tme’,  which  for  comparison  purposes  were  combined  as  ‘sometmes’   on   the   chart   above.     Likewise,   in   2010,   users   were   offered   ‘rarely’   and   ‘never,'   which   for   comparison  purposes  were  combined  as  ‘never’  on  the  chart  above.     M A G L I T T E R S U R V E Y – 2 0 1 5 1 7 I I I .  L I T T E R   A W A R E N E S S   A N D   B E H A V I O R   A. Perception  of  Litter  as  Problem  along  Freeways   Three  in  five  (60%)  residents  surveyed  believe  litter  along  Maricopa  County  freeways  is  a  “big”  or   “moderate”   problem.   This   represents   the   lowest   level   of   concern   measured   to   date   and   is   significantly   lower   than   the   big/moderate   percentages   for   five   of   the   prior   eight   years   (66%   to   77%   between   2006   and   2014).   Those   with   litter   advertising   awareness   are   significantly   more   likely   than   those  who  do  not  recall  any  advertising  to  view  litter  as  a  problem  (68%  big  or  moderate  vs.  51%).       Percepdon  of  LiUer  along  Maricopa  County  Freeways   18%   18%   21%   20%   21%   21%   20%   23%   Big  problem   37%   42%   48%   46%   47%   44%   46%   47%   41%   40%   Moderate   Small  problem   16%   2014   2013   2012   2011   2010   2009   1%   2%   1%   1%   2%   2%   2%   2%   4%   Don't  Know   0%   M A G 2015   10%   6%   5%   6%   8%   6%   6%   7%   4%   No  problem     29%   26%   27%   26%   25%   25%   25%   26%   2008   2006   10%   20%   30%   40%   50%   60%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602;  2010  n=601;  2009  n=637;  2008  n=744;   2006  n=748   Note:  In  2009  queston  was  changed  to  “Maricopa  County”  where  previously  it  was  “in  your  county.”       L I T T E R S U R V E Y – 2 0 1 5 1 8 Table  6:  Freeway  Litter  as  a  Problem  in  Maricopa  County     2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011    n=602   Big  +  Moderate  problem   60%   66%   67%   67%   65%   Big  problem   Moderate  problem   Small  problem   Not  a  problem  at  all   Don’t  know   18%   42%   29%   10%   1%   18%   48%   26%   6%   2%   21%   46%   27%   5%   1%   20%   47%   26%   6%   1%   21%   44%   25%   8%   2%   Rating   Q8:  In  your  opinion,  how  big  of  a  problem  is  litter  along  freeways  in  Maricopa  County?  Would  you  say  it  is  a…   M A G L I T T E R S U R V E Y – 2 0 1 5 1 9 B.   Personal  Littering   Seven   in   ten   (71%)   residents   surveyed   indicated   they   have   not   littered   in   the   past   year.   This   is   a   significant   increase   from   the   62%   recorded   in   2014.   Among   those   who   reported   littering   items,   food/organic   material   continues   to   be   the   most   common   type   of   litter   mentioned   by   residents   (50%),  followed  by  small  pieces  of  paper  (27%)  and  other  food  wrappers  (12%).  Those  more  likely  to   indicate  they  have  not  littered  in  the  past  year  include:     • Residents  aged  35  and  older  vs.  younger  residents  (79%  vs.  52%).   • Males  (76%  vs.  66%  of  females).   • Those  with  no  advertising  recall  (79%  vs.  66%  of  those  who  recalled  an  ad  about  littering).   Table  7:  Items  Personally  Discarded  as  Litter  –  Total  Responses         Top  Items  Mentioned   Have  not  littered  in     past  year.       Food/organic  material   Small  pieces  of  paper   Other  food  wrappers   Cigarette  butts   Paper/newspaper/napkins     Don’t  know   2015   n=401   2014   n=401   2013   n=451   2012     n=600   2011   n=602   71%p   62%   61%   65%   70%     (n=115)   50%   27%   12%   6%   4%     11%q     (n=151)   39%   25%   12%   3%   3%     23%     (n=176)   36%   31%   8%   7%   1%     9%     (n=211)   40%   31%   13%   5%   -­‐-­‐     8%     (n=181)   41%   29%   10%   12%   3%     4%   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?  (Multiple  responses  allowed.)   Note:  items  with  less  than  3%  responses  in  2015  not  included  in  this  table   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.     M A G L I T T E R S U R V E Y – 2 0 1 5 2 0 C.   Littering  Circumstances   Nearly   half   (45%)   of   residents   who   indicated   they   littered   in   the   past   year   reported   they   did   so   while   driving   or   riding   in   a   vehicle.   This   is   similar   to   figures   recorded   in   recent   years   and   is   the   predominant   scenario   mentioned   by   admitted   litterers.     The   proportion   reporting   that   they   just   “threw   it”   or   “got   rid   of   it   anywhere   they   could”   remains   elevated   compared   to   compared   to   2013   (8%  vs.  10%  last  year  and  3%  the  year  prior).       Table  8:  Littering  Situation  –  Total  Responses   Among  those  who  indicated  they  have  littered  in  the  past  year       Top  situations   Driving/riding/traveling  in  vehicle.   Walking  outside   Just  threw  it/got  rid  of  it  anywhere  I  could   Opened  door/window–flew  out   In  a  parking  lot   No  trash  can  around   Cleaning  out  car   Don’t  consider  it  litter  if  it’s  biodegradable   Camping/hiking     Don’t  know/can’t  remember   2015   n=115   2014   n=151   2013   n=176   2012     n=211   2011   n=181   45%   10%   8%   6%   6%   4%   3%   3%   2%     15%   46%   7%   10% 5% 3% 5%   1%   1%   1%     18%   52%   14%   3%   4%   -­‐-­‐   5%   4%   1%   -­‐-­‐     10%   46%   10%   6%   4%   1%   6%   8%   -­‐-­‐   1%     15%   47%   11%   6%   4%   -­‐-­‐   5%   2%   2%   -­‐-­‐     12%   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?   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   Note:  items  with  less  than  1%  responses  in  2015  not  included  in  this  table.   M A G L I T T E R S U R V E Y – 2 0 1 5 2 1 D.   Reasons  for  Littering  When  Driving   While  a  strong  percentage  continues  to  back  off  their  earlier  claim  to  have  littered  while  they  were   driving  (30%),  the  most  common  reason  mentioned  for  littering  when  driving  continues  to  be  lack  of   a   convenient   trash   receptacle   (mentioned   by   14%,   consistent   with   2014).   This   year   a   significantly   higher  percentage  of  admitted  litterers  explained  their  behavior  by  saying  “it  was  out  of  habit”  (7%  vs.   0%  to  1%  in  prior  years).       Table  9:  Reasons  for  Littering  when  Driving  –  Total  Responses   Among  those  who  indicated  they  have  littered  in  the  past  year       Top  responses   I  don’t  litter  when  driving.   No  trash  receptacles  are  convenient.   I  don’t  want  to  keep  it  in  my  car.   It’s  easy.   I  only  litter  food  scraps  –  they  are   biodegradable.   It  was  an  accident/unintentional.   It  was  out  of  habit/I  don’t  think  about  it.   I’m  lazy.   I  don’t  care.   I  don’t  consider  throwing  out  gum,  small   wrappers,  and  cigarette  butts  litter.     Other   Don’t  know.   2015   n=115   2014   n=151   2013   n=176   2012   n=211   2011   n=181   30% 14%   12%   10%   24% 15%   5%   5%   34%   15%   6%   7%   38%   13%   8%   4%   33%   10%   8%   5%   9%   12%   12%   11%   13%   9%   7%p   5%   4%   5%   1%   3%   -­‐-­‐   7%   1%   2%   1%   9%   -­‐-­‐   1%   1%   9%   -­‐-­‐   3%   -­‐-­‐   3%   5%   4%   3%   4%     6%   13%     6%   21%     2%   6%     3%   9%     <1%   9%   Q14:  Why  do  you  litter  WHEN  DRIVING?  (Multiple  responses  allowed.)   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   Note:  items  with  less  than  1%  responses  in  2015  not  included  in  this  table.   M A G L I T T E R S U R V E Y – 2 0 1 5 2 2 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.         Similar  to  recent  years,    the  most  common  littering  situation  residents  have  experienced  in  the  past   three  months  is  trash  falling  out  of  a  vehicle  (26%),  followed  by  having  problems  with  a  vehicle  and   leaving  debris  on  the  roadside  (13%).    After  a  significant  increase  in  2014,  this  year  residents  were   significantly   less   likely   to   report   throwing   candy   wrappers   or   scraps   of   paper   out   the   window   (6%   down  from  10%  and  still  elevated  over  2011-­‐2013).    See  Tables  10a  and  10b  for  a  detailed  breakout.       As  seen  in  past  studies,  residents  aged  18  to  34  are  consistently  more  likely  than  older  residents  to   report   experiencing   any   given   scenario   except   for   leaving   debris   related   to   a   car   problem   or   being   present  for  a  litter-­‐related  ticket  or  warning.   Table  10a:  Personal  Experience  with  Littering  Scenarios       Scenario   Someone  in  a  vehicle  you  were  in  threw  trash  out  in  an  area   that  had  no  litter  –  2015   2014   2013   2012   2011   You  or  someone  you  were  with  got  a  ticket  or  warning  for   littering  -­‐  2015   2014   2013   2012   2011   Rather  than  keep  a  beverage  container  in  the  car,  you,  or   someone  in  a  vehicle  you  were  in,  threw  out  a  can  or   bottle  –  2015   2014   2013   2012   2011   Someone  in  a  vehicle  you  were  in  threw  trash  out  in  an  area   that  already  had  lots  of  litter  –  2015   2014   2013   2012   2011   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 Past  3   months   3+  months   Never   7%   10%   83%   7%   6%   6%   6%   12%   12%   10%   15%   81%   82%   84%   79%   1% 1%   98% 1%   8%   9%   8%   2%   14%   10%   12%   97%   78%   81%   80%   3% 8%   89% 4%   13%   14%   14%   8%   9%   10%   9%   88%   78%   76%   77%   7%   11%   82%   8%   8%   7%   7%   12%   11%   14%   14%   80%   81%   79%   79%   2 3 Table  10b:  Personal  Experience  with  Littering  Scenarios  (Continued)         Rating   Someone  in  a  vehicle  you  were  in  threw  out  a  can,  bottle   or  litter  out  onto  the  side  of  the  road  –  2015   2014   2013   2012   2011   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  –  2015   2014   2013   2012   2011   You  threw  out  a  small  item  from  your  vehicle  like  a   candy  wrapper,  scrap  paper,  etc.  –  2015   2014   2013   2012   2011   You  had  problems  with  a  vehicle  and  left  debris  like  tire,   part  of  a  tire,  or  other  stuff  on  the  roadside  –  2015   2014   2013   2012   2011   You  noticed  that  some  trash  fell  out  of  a  pickup  or  other   vehicle  you  were  driving  or  riding  in  –  2015   2014   2013   2012   2011   Past  3   months   3+  months   Never   5%   13%   82%   4%   5%   5%   7%   10%   12%   13%   13%   86%   83%   82%   80%   8% 14% 78% 8%   <1%   1%   1%   10%   2%   2%   2%   82%   98%   97%   97%   6%q 11%   83% 10%   2%   4%   3%   9%   10%   8%   11%   81%   88%   88%   86%   13% 8%   79% 13%   5%   5%   7%   12%   12%   13%   13%   75%   83%   82%   80%   26% 20%   53%   31%   25%   28%   24%   20%   20%   21%   21%   49%   55%   52%   55%   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.”       pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level. M A G L I T T E R S U R V E Y – 2 0 1 5 2 4 I V .   C A M P A I G N   A W A R E N E S S     A.   1.   Awareness  of  Campaign   General  Awareness   More   than   one   fourth   (29%)   of   residents   indicated   they   had   seen   advertising   related   to   litter   or   littering   in   the   past   three   months.   This   is   consistent   with   figures   recorded   in   the   last   two   years.   Those  more  likely  to  say  “yes”  include:       • Those  aged  18  to  34  vs.  older  residents  (37%  vs.  25%).   • Those   with   annual   household   incomes   of   less   than   $50,000   vs.   those   with   higher   annual   household  incomes  (38%  vs.  26%).   Have  Seen  Ads  for  LiUer   Within  last  3  months     29%   26%   27%   25%   32%   30%   27%   25%   25%   Yes   2015   2014   66%   71%   70%   72%   64%   65%   69%   71%   73%   No   5%   3%   3%   3%   4%   5%   4%   4%   2%   Don't  Know   0%   2013   2012   2011   2010   2009   2008   2006   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602;  2010  n=601;  2009  n=637;  2008  n=744;   2006  n=748   Q20:  In  the  past  three  months,  have  you  seen,  heard  or  read  any  adver`sements  related  to  liOer  or  liOering?   M A G L I T T E R S U R V E Y – 2 0 1 5 2 5 2.   Recalled  Messages  and  Slogans   Among  those  who  indicated  they  had  seen  or  heard  advertising  related  to  litter  in  the  past  three   months,  the  hierarchy  of  recalled  messages  was  generally  similar  to  2014.  Although  not  statistically   relevant,   it   is   important   to   note   that   this   year   “Don’t   Trash   Arizona”   was   only   mentioned   by   2%   of   residents  compared  to  7%  last  year.       The   top   message   recalled   continues   to   be   “Don’t   litter/keep   Arizona   clean”   (mentioned   by   22%).   This   year   a   similar   percentage   recalled   seeing   a   sign   or   billboard   along   the   road   (20%   up   from   11%   last   year).       Table  11:  Recalled  Messages  of  Litter-­‐Related  Advertising   Among  those  who  indicated  they  remember  seeing  ads     related  to  litter  or  littering  in  the  past  3  months.       Top  Responses   Don’t  litter/Keep  Arizona  clean.   It  was  a  sign  along  the  road/billboard.   Littering  is  unlawful/can  get  a  ticket.   A  hamburger  wrapper  being  a  500  dollar  fine/  a   five  hundred  dollar  burger.   Saw  on  TV/commercial/public  service   announcement.   The  fines.   Use  ashtray/cigarettes  cause  fires.   Recycling  information.   “Pack  it  in  pack  it  out.”   Heard  on  radio.   Clean  up  efforts/Adopt  a  Highway.   Litter  is  bad  for  the  environment/bad  for  wildlife.   Just  because  it’s  a  freeway  doesn’t  mean  you  are   free  to  litter  on  it.   Don’t  Trash  Arizona.   People  littering  out  of  their  vehicle.   Call  a  number  to  report  littering.   Put  litter  in  its  place/use  the  trash.   “No  cups,  cans  or  butts.”   Make  the  earth  greener/go  green.     Don’t  know.   2015   n=118   2014   n=104   2013   n=121   2012   n=150   2011   n=194   22%   20%   10%   19%   11%   7%   29%   13%   4%   24%   15%   4%   18%   12%   5%   8%   8%   6%   5%   2%   8%   7%   2%   3%   8%   6%   5%   2%   2%   2%   2%   2%   6%   5%   1%   -­‐-­‐   6%   1%   2%   16%   11%   4%   -­‐-­‐   2%   1%   2%   19%   6%   3%   -­‐-­‐   1%   1%   1%   16%   5%   4%   -­‐-­‐   7%   2%   2%   2%   3%   7%   9%   7%   2%   1%   1%   -­‐-­‐   -­‐-­‐   -­‐-­‐     6%   7%   2%   -­‐-­‐   3%   3%   2%     6%   -­‐-­‐   2%   -­‐-­‐   5%   2%   2%     8%   2%   1%   1%   3%   -­‐-­‐   1%     14%   5%   1%   1%   -­‐-­‐   -­‐-­‐   3%     13%   Q21:  [If  yes  in  Q20]  What  specifically  do  you  remember  about  the  ads  related  to  litter  or  littering?     pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.     Note:  response  categories  with  less  than  2%  mentions  in  2015  not  listed  in  this  table,  unless  relevant  to  tracking  or  campaign.   . M A G L I T T E R S U R V E Y – 2 0 1 5 2 6 Among   those   who   indicated   they   had   seen   or   heard   litter-­‐related   advertising   in   the   past   three   months,   the   “slogan”   residents   were   most   likely   to   report   was   “you   will   be   fined   for   littering”   (mentioned   by   5%),   followed   by   3%   mentions   for   littering   is   unlawful,   keep   our   freeways   beautiful,   and   Arizona   Clean   and   Beautiful.       Of   note,   more   than   one-­‐half   (53%)   reported   they   did   not   recall   the   main  slogan  of  the  advertising.  This  is  consistent  with  the  last  few  years.    After  a  significant  increase  in   2014,  unaided  recall  of  “Don’t  Trash  Arizona”  returned  to  a  level  consistent  with  prior  years.       Table  12:  Main  Slogan  of  Recalled  Advertising   Among  those  who  indicated  they  remember  seeing  ads     related  to  litter  or  littering  in  the  past  3  months       Top  Responses   Do  not  litter.   You  will  be  fined.   Littering  is  unlawful.   Keep  our  freeways  clean.   Arizona  Clean  and  Beautiful.   Don’t  Trash  Arizona.   Keep  Arizona  Beautiful.   Give  a  hoot,  don’t  pollute/Don’t  pollute.   $500  fine  for  a  hamburger  wrapper.   “Pack  it  in  pack  it  out.”   No  cups,  cans  or  butts.     Don’t  know   2015   n=118   2014   n=104   2013   n=121   2012   n=150   2011   n=194   12%   5%   3%   3%   3%   2%q   2%   2%   2%   2%   1%     53%   12%   5%   1%   2%   4%   12%   -­‐   3%   1%   -­‐-­‐   4%     52%   12%   2%   2%   2%   -­‐-­‐   3%   2%   2%   1%   1%   2%     57%   15%   5%   4%   5%   2%   3%   2%   1%   1%   1%   1%     55%   22%   3%   3%   3%   2%   2%   1%   1%   1%   -­‐-­‐   -­‐-­‐     56%   Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?     Note:  response  categories  with  less  than  2%  mentions  in  2015  not  listed  in  this  table,  unless  relevant  to  tracking  or   campaign.   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 2 7 B.   “Don’t  Trash  Arizona”  Awareness   Half   (50%)   of   residents   surveyed   indicated   they   have   heard   the   slogan   “Don’t   Trash   Arizona”   in   either   an   aided   or   unaided   fashion.   This   is   virtually   the   same   as   last   year   and   again   suggests   the   declining   trend   seen   in   2012   and   2013   has   been   reversed.     Those   most   likely   to   be   aware   of   the   slogan  include:     • Non-­‐Caucasians  (62%  vs.  46%).   • Those  aged  18  to  34  vs.  those  aged  55  and  older  (58%  vs.  42%  and  compared  to  52%  for  those   ages  35-­‐54).   • Those  with  annual  household  incomes  of  less  than  $50,000  vs.  those  with  annual  household   incomes  of  $100K  or  more  (55%  vs.  41%).   Total  Awareness     Have  Heard  Slogan:  “Don’t  Trash  Arizona”   Aided  +  Unaided       2015   2014   2013   50%   52%   45%   2012   48%   2011   52%   2010   51%   2009   50%   2008   56%   2006   43%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602;  2010  n=601;  2009  n=637;  2008  n=744;  2006   n=748   Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?     Q23:  [if  not  men`oned  in  Q22]  Have  you  seen  or  heard  the  slogan,  “Don’t  Trash  Arizona?”     M A G L I T T E R S U R V E Y – 2 0 1 5 2 8 C.   “No  cups,  cans  or  butts!    Don’t  Trash  Arizona”  Awareness   The   proportion   of   residents   indicating   awareness   (unaided   or   aided)   of   “No   cups,   cans   or   butts!   Don’t   Trash   Arizona”   held   steady   in   2015   at   20%.       There   were   no   significant   demographic   differences  among  those  aware  of  this  slogan.       Total  Awareness     Have  Heard  Slogan:     “No  cups,  cans  or  buUs!    Don’t  Trash  Arizona”   Aided  +  Unaided   2015   20%   2014   20%   2013   19%   2012   19%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600   Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?     Q24B:  [if  not  men`oned  in  Q22]  Have  you  seen  or  heard  the  slogan,  “No  cups,  cans  or  buOs!  Don’t  Trash   Arizona?”     M A G L I T T E R S U R V E Y – 2 0 1 5 2 9 D.   “Trash  Talk”  Awareness       Nearly   one   in   ten   residents   (9%)   recognized   the   slogan   for   Don’t   Trash   Arizona   that   included   the   words   “Trash   Talk,”   though   none   of   them   had   recalled   it   unprompted   (0%   unaided   awareness).   There  were  no  significant  demographic  differences  among  those  aware  of  “Trash  Talk.”         Total  Awareness     Have  Heard  Slogan:  "Trash  Talk"     Aided  +  Unaided   2015   9%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2015  n=401   *  New  Queston  in  2015   Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?     Q24B:  [if  not  men`oned  in  Q22]  Have  you  seen  or  heard  the  slogan  for  Don't  Trash  Arizona  that  included  the  words  "Trash   Talk?"     M A G L I T T E R S U R V E Y – 2 0 1 5 3 0 Residents   who   were   familiar   with   “Don’t   Trash   Arizona”   or   “No   cups,   cans   or   butts!   Don’t   trash   Arizona”   reported   seeing   and/or   hearing   the   slogan   from   a   variety   of   sources,   and   the   most   common   sources   mentioned   included   billboards   (27%),   street   or   highway   signs   (26%),   and   television   (22%).     After   a   significant   decline   last   year,   mentions   of   streets/highway   signs   rebounded   to   a   level   similar   to   2013.     Perhaps   the   most   relevant   finding   is   that   residents   were   significantly   more   likely   to   report   seeing  the  slogans  online  (6%  up  from  1%  last  year).       Note:   in   years   prior   to   2012,   source   recognition   was   asked   about   only   for   the   slogan   “Don’t   Trash   Arizona.”   Table  13:  Where  Saw  Don’t  Trash  Arizona  Slogan     Total  responses  among  those  indicating  they  had  heard  the  slogan     Top  Media   2015   n=227   2014   n=219   2013   n=232   2012   n=321   2011   n=313   Billboards   Street/highway  signs   Television   Radio   Online   Parks/National  Parks   Events  around  the  Valley   Newspaper   Friends/family/word-­‐of-­‐mouth     Don’t  know   27%   26%p   22%   14%   6%p   2%   1%   1% 1%     16%   30%   17%   23%   20%   1%   1%   1%   2%   2  %     17%   25%   25%   19%   16%   2%   1%   1%   7%    -­‐-­‐     18%   21%   23%   25%   16%   1%   3%   <1%   4%   1%     22%   21%   19%   36%   24%   <1%   1%   -­‐-­‐   5%   -­‐-­‐     18%    Q25:  [if  mentioned  in  Q22,  or  ‘yes’  in  Q23  or  Q24]  Where  have  you  seen,  heard  or  read  the  slogans,  “Don’t  Trash  Arizona”   or  “No  cups,  cans  or  butts:  Don’t  Trash  Arizona”  or  “trash  talk”?   Note:  response  categories  with  less  than  2%  mentions  in  2015  not  listed  in  this  table,  unless  relevant  to  tracking.   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 3 1 Approximately   two   thirds   (65%)   of   residents   who   were   aware   of   Don’t   Trash   Arizona   advertising   were   unable   to   name   a   sponsor   for   the   advertisements   (consistent   with   recent   years).   Only   two   people   (1%   of   those   aware   of   the   slogan)   correctly   mentioned   the   Maricopa   Association   of   Governments.    This  is  up  from  only  one  person  in  2014.   Table  14:  Who  Sponsors  Don’t  Trash  Arizona  Slogan   Among  those  indicating  they  had  heard  the  slogan         Top  mentioned  sponsors   State/local  government   ADOT   Sanitation  Department   City  of  Phoenix   Maricopa  Association  of  Governments   Maricopa  County  (unspecified)     Don’t  know   2015   n=227   12%   11% 2%   1%   1%   <1%     65%   2014   n=219   10%   11%   1%   1%   <1%   1%     68%   2013   n=232   11%   6%   2%   3%   3%   2%     68%   2012     n=321   12%   8%   1%   2%   -­‐-­‐   -­‐-­‐     69%   2011   n=313   13%   8%   3%   2%   <1%   -­‐-­‐     70%   Q26:[If  mentioned  in  Q22,  or  ‘yes’  in  Q23  or  Q24]  Who  sponsors  the  Don’t  Trash  Arizona  advertisements?       pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.   Note:  response  categories  with  less  than  1%  mentions  in  2015  not  listed  in  this  table  unless  relevant  to  tracking  or   campaign. M A G L I T T E R S U R V E Y – 2 0 1 5 3 2 E.   Awareness  of  Litter  Resources     One   in   ten   (10%)   residents   surveyed   reported   familiarity   with   the   litter   hotline.   This   is   similar   to   figures   recorded   in   recent   years.   A   similar   proportion   (9%)   of   residents   reported   familiarity   with   DontTrashArizona.com  (down  from  11%  in  2014).     Caucasians  were  significantly  more  likely  than  minority  residents  to  report  they  have  heard  about  the   Litter  Hotline  (12%  vs.  5%).       Younger  and  older  residents  were  significantly  more  likely  than  those  ages  35  to  54  to  recognize  the   DontTrashArizona.com  website  (12%  vs.  2%).    Awareness  of  the  website  was  also  higher  among  those   with  lower  annual  household  incomes  (12%  earning  less  than  $50,000  vs.  4%  earning  $100K+).       Aided  Awareness  –  LiUer  Resources   Hotline:  1-­‐877-­‐3-­‐Lizer   2015   2014   2013   2012   2011   2010   2009   2008   2006   10%   12%   10%   12%   12%   13%   14%   9%   9%   90%   87%   89%   87%   87%   85%   85%   89%   88%   0%   1%   1%   1%   1%   2%   1%   2%   3%   Don'tTrashArizona.com   2015   9%   2014   11% 2013   7%   2012   9%   2011   11%   2010   14%   2009   12%   2008   12%   2006   10%   89%   88%   91%   89%   87%   84%   86%   85%   88%   2%p 1%   2%   2%   2%   2%   2%   3%   2%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Yes   No   Don't  Know   2015  n=401;  2014  n=401;  2013  n=451;  2012  n=600;  2011  n=602;  2010  n=601;  2009  n=637;  2008  n=744;   2006  n=748   Q27:  Have  you  heard  of  www.DontTrashArizona.com?   Q29:  Have  you  heard  about  the  LiOer  Hotline,  1-­‐877-­‐3-­‐LiOer,  where  you  can  report  someone  who  liOers?   pqIndicate  significant  difference  compared  to  2014  at  95%  confidence  level       M A G L I T T E R S U R V E Y – 2 0 1 5 3 3 This   year,   two   (6%)   of   the   residents   with   recognition   of   the   DontTrashArizona.com   website   indicated  they  have  actually  visited  the  site  (compared  to  0%  or  none  last  year).   Don’t  Trash  Arizona  Website  Visitadon   Have  you  ever  visited  the  Don’t  Trash  Arizona  website?   0%     6%   2015   10%   4%   6%   7%   7%   1%   Yes   2014   2013   2012   94%   100%   90%   96%   94%   93%   93%   99%   No   0%   20%   40%   60%   80%   100%   2015  n=35;  2014  n=44;  2013  n=30;  2012  n=53;  2011  n=67;  2010  n=83;  2009  n=73;  2008  n=72   Q28:  [If  'yes'  in  Q27]  Have  you  ever  visited  the  "Don't  Trash  Arizona  Website"?     M A G L I T T E R S U R V E Y – 2 0 1 5 2011   2010   2009   2008   3 4 F.   Likelihood  to  Report  Littering   Consistent  with  last  year,  nearly  one  quarter  (23%)  of  residents  surveyed  indicated  they  would  be   “very  likely”  to  report  someone  littering  in  the  future.    An  additional  one-­‐third  (34%)  reported  being   “somewhat   likely”   to   report   litter   violations   in   the   future   pushing   the   total   “likely   to   report”   percentage  to  57%.  Residents  aged  35  and  older  were  significantly  more  likely  than  younger  residents   indicate  they  would  be  “very  likely”  to  report  someone  for  littering  (28%  vs.  14%).   Table  15:  Likelihood  to  Report  Littering     Likelihood   NET  likely     (Very  +  somewhat)     Very  likely   Somewhat  likely   Not  very  likely   Not  at  all  likely   Don’t  know     2015   n=401   2014   n=401   2013   n=451   2012   n=600   2011   n=602   57%   62%   62%   59%   61%     23%   34%   25%   16%   2%     23%   39%   24%   12%   2%     28%   34%   23%   12%   3%     24%   35%   26%   12%   2%     28%   33%   25%   12%   2%             Q30:  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?   M A G L I T T E R S U R V E Y – 2 0 1 5 3 5 G.   Additional  Litter  Resources   The   most   commonly   mentioned   preferred   method   of   gathering   information   about   litter/littering   continues   to   be   the   Internet   (mentioned   by   56%).   Residents   aged   18   to   34   were   more   likely   than   those  aged  55  and  older  to  mention  the  Internet  (64%  vs.  48%  and  compared  to  56%  of  those  35  to   54).   Additionally,   these   younger   residents   were   significantly   more   likely   than   those   35   and   older   to   say   they   would   visit   DontTrashArizona.com   (23%   vs.   12%).     In   contrast,   residents   55   and   older   are   more  likely  to  say  they  “don’t  know”  where  they  would  go  for  information  (21%  vs.  10%  of  35-­‐54  year   olds  and  4%  of  18  to  34  year  olds).       Table  16:  Source  for  Litter/Littering  Information       Top  Sources   Internet  (general)   Don’t  Trash  AZ  website   Google   ADOT/highway  dept.   The  “city”   Police/  highway  patrol/DPS   Litter  hotline     Don’t  know     2015   n=401   2014   n=401   2013   n=451   2012     n=600   2011   n=602   56%   16%   4%   3%   3%   2%   1%q     12%   53%   17%   4%   2%   4%   4%   4%     10%   50%   15%   -­‐-­‐   3%   6%   3%   4%     15%   47%   18%   -­‐-­‐   2%   8%   3%   5%     15%   46%   18%   -­‐-­‐   2%   7%   2%   5%     15%             Q31:  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:  Response  categories  with  less  than  2%  mentions  in  2015  not  listed  in  this  table  unless  relevant  to  tracking  or  campaign.   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level.       M A G L I T T E R S U R V E Y – 2 0 1 5 3 6 V .   P R O F I L E S   O F   L I T T E R E R S   Residents  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  (26%  of  the  total  population  mention  an  item  in  response  to  the  question  “can  you   think  of  items  that  you  yourself  might  have  discarded  as  litter  in  the  past  year?”).     • “Accidental   Litterers”   are   defined   as   residents   who   indicated   they   had   never   littered   themselves,   but   reported   being   in   a   vehicle   when   littering   occurred   (46%   of   the   total   population   indicated   they   did   not   litter   anything   in   the   question   reference   above,   but   did   indicate  they  had  experienced  one  or  more  of  the  littering  scenarios  in  the  past  3  months  or   past  year).     • “Non-­‐Litterers”  are  those  who  indicated  they  had  never  littered  themselves  and  also  indicated   they  had  never  experienced  other  littering  situations  (27%  of  the  total  population).     • The  proportion  of  admitted  litterers  in  the  general  population  survey  declined  again  this   year  (26%,  trending  down  from  29%  last  year  and  significantly  lower  than  35%  in  2013  and   33%  in  2012).  The  proportion  of  accidental  litterers  was  down  one  percentage  point  (46%),   therefore,  in  2015,  non-­‐litterers  comprised  27%  of  the  sample,  which  is  within  the  normal   range  measured  over  the  past  seven  years  (24%  to  29%  since  2008).      Note:  In  2014,  the   decrease  in  non-­‐litterers  was  at  least  in  part  attributed  to  the  higher  representation  of   residents  18  to  34  in  the  sample  in  2014,  but  this  year  the  age  distribution  is  the  same  as  last  year  and   the  non-­‐litter  proportion  is  the  same  as  in  2013. LiUering  Behavior   2015   26%   2014   46%   29%   27%   47%   24%   2013   35%   38%   2012   33%   43%   2011   26%   2010   23%   27%   25%   46%   28%   50%   27%   2009   28%   44%   28%   2008   30%   41%   29%   27%   2006   0%   20%   39%   40%   34%   60%   80%   Admized  Lizerer   Accidental  Lizerer   Non-­‐lizerer   M A G L I T T E R S U R V E Y – 2 0 1 5 100%   3 7 Table  17a:  Demographic  Comparison  Based  on  Littering  Behavior     Characteristic   Gender   Male   Female     Age      18  to  34      35  to  54      55+     Average     Marital  Status      Married      Single      Widowed      Divorced      Separated      Don’t  know  or   Refused   Education        Less  than  high   school      High  school   graduate      Some  college      College  graduate      Graduate  degree   2015   Admitted   Accidental   Litterers   Litterers   n=106   n=185   A   B     41%   59%B       59%BC   26%   15%     36.0  yrs       41%   52%BC   -­‐-­‐   3%   1%     55%A   45%       29%C   37%   34%A     44.5  yrsA       51%   31%C   4%   9%A   1%   3%   Non-­‐ Litterers   n=110   C   49.7  yrs       58%A   19%   7%   7%   -­‐-­‐     55%C   45%       35%C   26%   39%A     44.0  yrsA       48%   32%   6%   8%   1%   49.4  yrs       54%   27%   7%   7%   -­‐-­‐   4% 9%   1%   5%   4%                     2%   4%   1%   2%   4%   5%   19% 18%   12%   24%   16%   14%   26%   32%   20%   30%   27%   17%   32%   22%   26%   41%   20%   14%   33%   26%   16%   37%   21%   22%           AB Indicates  significantly  higher  than  corresponding  sub-­‐group  in  the  same  year   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level. M A G L I T T E R S U R V E Y Non-­‐ Litterers   n=94   C     54%C   46%       43%C   47%BC   10%     38.1  yrs       49%   41%C   -­‐-­‐   8%   1%   ABC     51%   49%       15%   33%   52%AB   2014   Admitted   Accidental   Litterers   Litterers   n=118   n=189   A   B   – 2 0 1 5   35%   65AB       17%   31%   52%AB     AB 3 8 Table  17b:  Demographic  Comparison  Based  on  Littering  Behavior     Characteristic   2015   2014   Admitted   Accidental   Non-­‐   Admitted   Accidental   Non-­‐   Litterers   Litterers   Litterers   Litterers   Litterers   Litterers   n=106   n=185   n=110   n=118   n=189   n=94   A   B   C   A   B   C   Ethnicity      White      Hispanic      African-­‐American      Asian   Native  American      Other      Refused     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     Employment        Full-­‐time      Part-­‐time      Retired      House-­‐spouse      Student      Unemployed     Household  Language*   English  only   Spanish  only   Mostly  Spanish  +  some  English   Equally  in  Spanish  and  English   Mostly  English  +  some  Spanish   English  +  Other   Refused     67%   21%BC 5%   3%   <1%   <1%   3%       4%   5%   6%   19%BC 4%   9%   6% 14%   20%   13%       62%C   13%   3%   3% 10%BC   7%       69%   -­‐-­‐   1%   9%B   15%   5%   1%   ABC     70%   12%   3%   3%   3%   4%   5% 6%   5%   10%   8%   8%   8%   9%   11%   20% 15% 56%C   9%   17%A   5% 2%   7%   72%   -­‐-­‐   1%   3%   12%   9%   3% Indicates  significantly  higher  than  corresponding  sub-­‐group  in  the  same  year   pqIndicates  significant  difference  compared  to  2014  at  95%  confidence  level. M A G L I T T E R S U R V E Y – 2 0 1 5   68%   10%   4%   4%   1%   4%   9%A       2%   6%   7%   6%   4%   6%   6% 15%   24%   24%AB   43%   6% 32%AB   4% 2%   6%       73% 1%   -­‐-­‐   4%   9%   7% 6%     58%   25%BC   7%   2%   2%   3%   3%       4%   10%   12%   4%   6%   9%   15%B   9%   21%B   9%       59%C   18%B   6%   2%   10%BC   4%       75%   -­‐-­‐   2%   9%   8%   5%   1%     73%A   11%   3%   1%   3%   1%   8%       5%   7%   12%   9%   7%   7%   6%   10%   12%   25%A       49%   10%   29%A   2%   1%   6%       70%   -­‐-­‐   1%   4%   11%   10%C   5%A     70%   14%   7%   3%   -­‐-­‐   2%   4%       4%   6%   7%   6%   4%   7%   10%   4%   24%B   27%A       38%   13%   35%A   3%   3%   7%       81%B   -­‐-­‐   1%   4%   11%   3%   -­‐-­‐   A P P E N D I X   A       S U P P L E M E N T A L   R E S U L T S   F O R   M A L E S   A G E D   1 8   T O   3 4   2 B A C K G R O U N D   Beginning  in  2013,  WestGroup  Research  began  oversampling  the  target  audience  (males  aged  18  to   34)  until  a  threshold  of  n=200  was  achieved.  Those  results  were  pulled  out  separately  in  order  to   monitor  changes  within  the  target  audience  as  well  as  to  see  results  versus  residents  not  in  the  target   audience.      Statistical  testing  is  applied  when  appropriate  for  each  group  relative  to  its  corresponding  2014   and/or  and  2013  figure(s).  However,  it  is  important  to  note  that,  in  2015  and  2013,  the  oversample   included  web  surveys  in  addition  to  telephone  surveys,  in  order  to  hit  the  target  of  n=200.  In  2014,  all   males  aged  18  to  34  included  in  the  oversample  were  reached  by  telephone.    Therefore,  for  some   questions,  there  were  slight  methodological  differences  and,  as  a  result,  statistical  testing  cannot   always  be  applied  between  2015  and  2014.    Thus,  2015  Target  data  is  always  compared  to  2013  and   only  sometimes  compared  to  2014.    Statistical  significance  is  indicated  with  the  ABCDE  designation  with   the  notation  made  on  the  higher  percentage  and  the  letter  of  the  significantly  lower  column  shown   for  reference.    Because  there  was  no  impact  on  Non-­‐Target  data,  2015  is  always  and  only  compared   to  2014.    Target  2015  is  compared  to  Non-­‐Target  2015  when  appropriate  (i.e.  mixed  methodology   used  on  Target  sample  does  not  impact  results)  and  significant  differences  are  indicated  by  a  bold   number  for  the  significantly  higher  figure  and  an  underline  for  the  corresponding  significantly  lower   figure.     D R I V E R   C H A R A C T E R I S T I C S       Table  A2:  Type  of  Vehicle  –  Target  vs.  Non-­‐Target     Top  vehicle  types   mentioned   Sedan  (4-­‐door)   Pickup  truck   Sports  utility   Coupe  (2-­‐door)   Van/mini-­‐van   Don’t  drive   Car  (unspecified)   Motorcycle     Don’t  know/  refused   2015   Target   n=200   A   2014   Target   n=202   2013   Target n=200   C 2012   Target   n=100   2015   Non-­‐Target   n=353   D   2014   Non-­‐Target   n=325   E   2013   Non-­‐Target n=385   39%   20%   15%   12%   2%   4%   4%C   2%     2%   50%   11%   10%   9%   8%   5%   2%   2%     1%   42%   16%   14%   13%   4%   4%   1%   2%     2%   48%   19%   9%   8%   10%   3%   1%   1%     -­‐-­‐   39%   12%   21%   5%   6%   4%   9%E   1%     1%   42%   14%   18%   5%   9%   4%   1%   2%     2%   40%   14%   20%   7%   8%   6%   1%   1%     1%                 What  type  of  vehicle  do  you  most     often  drive    or  ride  in?     Q7:     *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. L I T T E R S U R V E Y – 2 0 1 5   3 LiUerbag  or  Trashcan  Use  in  Vehicle   73%A   69%   66%   Have  bag/can  in  vehicle   59%B   46%   Non-­‐target  2015   (D)   53%   Non-­‐target  2014   (E)     63%   Non-­‐target  2013   70%   Target  2015  (A)   68%   Yes,  would  consider  future   use  (among  those  not   currently  using  one)   78%BD   64%   Target  2014  (B)   Target  2013  (C)     77%   0%   20%   40%   60%   80%   100%   Non-­‐target:  2015  n=353;  2014  n=325;  2013  n=385  |  Target:  2015  n=200;  2014  n=202;  2013  n=200;     Q18:  Do  you  have  a  liOer  bag  or  trash  can  in  your  vehicle?     Q19:  [If  no  in  Q18]  Would  you  consider  keeping  a  liOer  bag  or  trash  can  in  your  vehicle?   *  Stat  Testng:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.   Non-­‐Target  2014.     ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.       M A G L I T T E R S U R V E Y – 2 0 1 5 4 Table  A4:  Smoking  Habits  and  Disposing  of  Cigarette  Butts  -­‐     Target  vs.  Non-­‐Target     2015   2014   2013   2015   2014   Target   Target   Target 2012   Non-­‐Target   Non-­‐Target   2013   n=200   n=202   n=200   Target   n=353   n=325   Non-­‐Target   A   B   C   n=200   D   E   n=385       Response     Smoker           Ashtray  in  vehicle.   It  varies.   Don’t  smoke  in  the  car.   Throwing  out  window.   Something  else  in  vehicle.   Some  other  means  of   disposal.   Don’t  know/refused.   14%   27%A 13%   16%   13%   12%   14%   n=28   47%   18%   14%   14%   7%   n=54   43%   11%   22%   20%   2%   n=26   27%   23%   12%   19%   19%   n=16   44%   6%   12%   19%   19%   n=47   55%   11%   17%   -­‐-­‐   13%   n=39   62% 3%   20%   3%   13%   n=55   40%   9%   27%   2%   20%   -­‐-­‐   2%   -­‐-­‐   -­‐-­‐   4%   -­‐-­‐   2%   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   Q9:  Do  you  smoke?   Q10:  [If  yes  in  Q9]  When  you  are  in  a  vehicle,  do  you  USUALLY  dispose  of  cigarette  butts…?     *  Stat  Testing:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. Table  A5:  How  often  Truck  Drivers  Secure  Loads  –  Target  vs.  Non-­‐Target     Frequency   NET  likely  (Always  +  Most) Always Most  of  the  time Sometimes Rarely Never Don’t  Know               2015   Target   n=39   A   2014   Target   n=21   B   2013   Target n=31   C   89%   69%B   20%   8%   -­‐-­‐   3%   -­‐-­‐   81%   38% 43%   5%   -­‐-­‐   9%   5%   87%   68%   19%   13%   -­‐-­‐   -­‐-­‐   -­‐-­‐     2012   Target n=18   78%   61%   17%   11%   6%   6%   -­‐-­‐     2015   Non-­‐Target   n=39   D   2014   Non-­‐Target   n=44   E   2013   Non-­‐Target n=54 82%   64%   18%   10%   -­‐-­‐   3%   5%   73%   43% 30% 11%   -­‐-­‐   2%   14%   85% 72% 13% 7% 2% 4% 2%                 Q15:  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.)?   *  Stat  Testing:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. L I T T E R S U R V E Y – 2 0 1 5   5 Frequency  of  Traveling  with  Trailers  or     Luggage  Racks   22%   20%   22%   A  few  tmes  a  year   34%D   30% 6%   6%   5%   10%   8%   8%   3%   1%   1%   4%   5%   4%   0% D 3%   2%   D   4% 4%   4%   1  to  2  tmes  a  month   At  least  once  a  week   Daily   44%A   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)     Non-­‐target  2013   Target  2015  (A)   Target  2014  (B)   Target  2013  (C)     Never   40%   0%   20%   40%   47%   52% 60%   69%   70%   69%   80%   Non-­‐target:  2015  n=  353;  2014  n=325;  2013  n=385  |  Target:  2015  n=200;  2014  n=202;  2013  n=200;  Q16:   How  o]en  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?     *  Stat  Testng:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015   vs.  Non-­‐Target  2014.   ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.     M A G L I T T E R S U R V E Y – 2 0 1 5 6 How  Oben  Those  with  Trailers  or  Luggage  Racks     Secure  Loads   89%   85%   85%   79%   74% 86%   Always   7%   8%   6%   Sometmes   Non-­‐target  2014   4%   4%   9%   6%   8% 2%   Never   Don't  Know  /   Refused   Non-­‐target  2015   15%   18%   12%   Non-­‐target  2013   Target  2015   Target  2014   Target  2013   0%   3%   0%   0%   0%   0%   0%   20%   40%   60%   80%   100%   Non-­‐target:  2015  n=108;  2014  n=99;  2013  n=120|  Target:  2015  n=106;  2014  n=97;  2013  n=120;     Q17:  [If  more  than  'never'  in  Q16]  On  average,  how  o]en  do  you  secure  the  load  that  you  are   hauling  (either  with  `es,  bungees,  a  tarp,  etc.?)   *  Stat  Testng:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐ Target  2015  vs.  Non-­‐Target  2014  (No  statstcal  difference).   ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence   level.     M A G L I T T E R S U R V E Y – 2 0 1 5 7 L I T T E R   A W A R E N E S S   A N D   B E H A V I O R     Percepdon  of  LiUer  along  Maricopa  County  Freeways   Big  problem   13% 19%   18%   20%   24%A   22%A   40% Moderate   48%D   48%   51%D   47%   45%   30%   26%   25%   28%   21%   28%   Small  problem   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)     10%   6%   6%   7%   7%   4%   1%   2%   1%   1%   1%   1%   No  problem   Don't  Know   0%   10%   Non-­‐target  2013   Target  2015  (A)   Target  2014  (B)   Target  2013  (C)     20%   30%   40%   50%   60%   Non-­‐target:  2015  n=353;  2014  n=325;  2013  n=385  |  Target:  2015  n=200;  2014  n=202;  2013  n=200;  Q8:   Q8:  In  your  opinion,  how  big  of  a  problem  is  liOer  along  freeways  in  Maricopa  County?  Would  you  say   it  is  a…   *  Stat  Testng:  Target  2015  vs.  Target  2014  and  2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target   2015  vs.  Non-­‐Target  2014.   ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.     M A G L I T T E R S U R V E Y – 2 0 1 5 8 Table  A7:  Items  Personally  Discarded  as  Litter  –  Target  vs.  Non-­‐Target   2015   Target   n=200   A   Have  not  littered  in     past  year. Food/organic  material   Small  pieces  of  paper Cigarette  butts Other  food  wrappers Don’t  know Top  Items  Mentioned           2014   Target   n=202   2013   Target n=200   C   2012   Target n=100   2015   Non-­‐Target   n=353   D   2014   Non-­‐Target   n=325   E   2013   Non-­‐Target n=385 36%   40%   32%   46%   74%E   66%   66% 24%   22%   8%   6%   2%   14%   21%   9%   10%   10%   24%   26%   8%   12%   2%   15%   21%   5%   12%   5%   14%   6%   1%   4%   2%   14%   7%   <1%   4%   8%E 13%   10% 2% 3% 4%                   Q12:  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?     *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. Table  A8:  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.   In  a  parking  lot.   No  trash  can  around.   Just  threw  it/anywhere  I   could.   Cleaning  out  car.     Don’t  know/can’t  remember.   2015   Target   n=127   A   2014   Target   n=121   2013   Target   n=137   C   2012   Target   n=54   2015   Non-­‐Target   n=93   D   2014   Non-­‐Target   n=110   E   2013   Non-­‐Target   n=129   41%   36%   59%A   41%   50%   44%   54%   13%   13%   18%   17%   8%   7%   8%   12%   4%   4%   4%   5%   4%   3%   10%C   9%C   7%   9%   9%   2%   3%   -­‐-­‐   11%   1%   6%   -­‐-­‐   7%   6%   2%   7%   4%   4%   8%   10%   3%   3%     6%   3%     19%   2%     8%   4%     15%   2%     19%   5%     11%   2%     16%   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?     *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.   M A G   L I T T E R S U R V E Y – 2 0 1 5 9 Table  A9:  Reasons  for  Littering  when  Driving  –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.   It’s  easy.   No  trash  receptacles  are   convenient.   I  don’t  want  to  keep  it  in  my  car.   I’m  lazy.   I  don’t  consider  throwing  out   gum,  small  wrappers,  cigarette   butts  litter.   It  was  out  of  habit/don’t  think   about  it.     Don’t  know.   2015   Target   n=127   A   26%   2014   Target   n=121   27%   2013   Target   n=137   C   23%   2012   Target   n=54   32%   2015   Non-­‐Target   n=93   D   29%   2014   Non-­‐Target   n=110   E   22% 2013   Non-­‐Target   n=129   35%   16%   4%   20%   9%   10%   14%   12%   14%   13%   3%   8%   15%   10%   9%   -­‐-­‐   9%   10%E   4%   3%   7%   5%   13%   9%   14%   11%   15%   16%   13%   9%   3%   12%   11%   12%   2%   11%   -­‐-­‐   12%   5%   7%   4%   7%   2%   2%   5%   7%   2%   2%   4%   4%   2%   2%   2%   -­‐-­‐   8%E   1%   1%     37%     12%     29%     15%     15%     9%     7%   Q14:  Why  do  you  litter  when  DRIVING?     *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.   M A G   L I T T E R S U R V E Y – 2 0 1 5 1 0 Table  A10a:  Personal  Experience  with  Littering  Scenarios  –  Target  vs.  Non-­‐Target         Scenario   Past  3   months   Someone  in  a  vehicle  you  were  in  threw  trash  out  in  an  area  that  had   no  litter  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   You  or  someone  you  were  with  got  a  ticket  or  warning  for  littering  –   Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   Rather  than  keep  a  beverage  container  in  the  car,  you,  or  someone  in  a   vehicle  you  were  in,  threw  out  a  can  or  bottle  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   Someone  in  a  vehicle  you  were  in  threw  trash  out  in  an  area  that   already  had  lots  of  litter  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   Someone  in  a  vehicle  you  were  in  threw  out  a  can,  bottle  or  litter  out   onto  the  side  of  the  road  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)     Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   D 3+  months   Never   17%   26%   D 57%   21%   14%   13%   4%   6%   4%   23%   30%   14%   9%   10%   9%   56%   56%   73%   A 87%   84%   87%   <1% 2%   97% BC  A 4%   A 24%   9%   1%   2% 13%   92%   56%   68%   98%   98% 81%   D 20%   CD 72%   A 18%   13%   13%   6%   7%   8%   64%   71%   67%   A 91%   91% 80%   14%   D 23%   D 63%   18%   12%   12%   6%   8%   7%   21%   28%   18%   11%   10%   8%   61%   60%   69%   A 83%   82%   85%   D 28%   D 60%   A 25%   31%   20%   E 12%   7%   9%   55%   55%   71%   A 84%   D 90%   86%   4%    A 20%   23%   1%   <1% 6%   8%   19%   A 16%   20%   3%   3% 12%   12%   20%   14%   9%   4%   3%   4%   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.”       *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. L I T T E R S U R V E Y – 2 0 1 5 1 1 Table  A10b:  Personal  Experience  with  Littering  Scenarios  –  Target  vs.  Non-­‐Target         Scenario   Past  3   months   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  –   Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012     Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   You  threw  out  a  small  item  from  your  vehicle  like  a  candy  wrapper,   scrap  paper,  etc.  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012     Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   You  had  problems  with  a  vehicle  and  left  debris  like  tire,  part  of  a  tire,   or  other  stuff  on  the  roadside  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012     Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   You  noticed  that  some  trash  fell  out  of  a  pickup  or  other  vehicle  you   were  driving  in  –  Target  2015  (A)   Target  2014  (B)   Target  2013  (C)   Target  2012   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)   Non-­‐target  2013   3+  months   Never   21%   D 16%   C 63%   28%   -­‐-­‐   -­‐-­‐   6%   5%   -­‐-­‐   17%   2%   3%   14%   10%   1%   55%   A 98%   97%   A 80%   85%   99%   CD 21%   D 63%   30%   8%   11%   6%   7% 1%   A 20%   28%   11%   9%   7%   8%   50%   64%   78%   A 85%   86% 91%   17%   16%   D 67%   22%   14%   9%   13%   12% 4%   12%   A 31%   20%   E 7%   D 12%   9%   66%   55%   71%   A 80%   76% 87%   16%   D 36%   44%   39%   30%   26%   30%   23%   33% BCD 19%   23%   22%   19%   19%   20%   B C   31%   37%   38%   48%   56%   51%   56%   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.”       *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. L I T T E R S U R V E Y – 2 0 1 5 1 2 C A M P A I G N   A W A R E N E S S   Have  Seen  Ads  for  LiUer   Within  last  3  months   Non-­‐target  2015  (D)   28%   Non-­‐target  2014  (E)     23%   Non-­‐target  2013   26%   Yes   37%D   Target  2015  (A)   37%   Target  2014  (B)   36%   32%   0%   10%   20%   30%   Target  2013  (C)     Target  2012   40%   Non-­‐target:  2015  n=353;  2014  n=325;  2013  n=385  |  Target:    2015  n=200;  2014  n=202;  2013  n=200;  2012   n=100   Q20:  In  the  past  three  months,  have  you  seen,  heard  or  read  any  adver`sements  related  to  liOer  or  liOering?   *  Stat  Testng:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐ Target  2014.     ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.       1 3 Table  A11:  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     2015   2014   2013   2015   Target   Target   Target*   2012   Non-­‐target   n=75   n=74   n=73   Target   n=98   A   B   C   n=32   D       Top  Responses   Don’t  litter/keep  Arizona  clean.   It  was  a  sign  along  the  road/billboard.   Littering  is  unlawful/can  get  a  ticket.   Use  ashtray/cigarettes  cause  fires.   The  fines.   People  were  dumping  big  items.   Saw  on  TV.   A  hamburger  wrapper  being  a  500  dollar   fine/  a  five  hundred  dollar  burger.   Littering/dumping  in  the  desert.   Don’t  Trash  Arizona.   Recycling  information.   Heard  on  radio.   No  cups,  cans  or  butts.   Don’t  know.   2014   Non-­‐target   2013   n=75   Non-­‐target   E   n=100   17%   11%   8%   7%   5%   5%   5%   11%   16%   5%   12%   4%   -­‐-­‐   3%   25%   12%   6%   15%   15%A   -­‐-­‐   3%   25%   16%   3%   3%   9%   -­‐-­‐   3%   18%   20%E   10%   5%   7%   -­‐-­‐   6%   24%   5%   7%   15%   5%   -­‐-­‐   9%   28%   13%   4%   10%   17%   -­‐-­‐   2%   5%   8%   4%   9%   8%   5%   5%   4%   4%   4%   3%   1%   9%   -­‐-­‐   8%   -­‐-­‐   11%A   8%A   10%   -­‐-­‐   8%   4%   8%   4%   3%   -­‐-­‐   3%   6%   -­‐-­‐   -­‐-­‐   12%   -­‐-­‐   1%   2%   2%   -­‐-­‐   7%   1%   5%   1%   4%   -­‐-­‐   4%   2%   -­‐-­‐   4%   2%   2%   10%   Q21:  What  specifically  do  you  remember  about  the  ads  related  to  litter  or  littering?     Note:  Response  categories  with  less  than  3%  mentions  in  2015  not  listed  in  this  table  unless  relevant  to  tracking  or  campaign.   *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. M A G L I T T E R S U R V E Y – 2 0 1 5 14 Table  A12:  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     2015   Target   n=75   A       Top  Responses   Don’t  Trash  Arizona.   Keep  our  freeways  clean.   Do  not  litter.   Littering  is  unlawful.   No  cups  cans  or  butts.   Adopt  a  highway.   You  will  be  fined.   Keep  Arizona  Beautiful.   Arizona  Clean  &   Beautiful.   Don’t  know.   2014   Target   n=74   2013   Target   n=73   C   2012   Target   n=32   19%   15%   11%   9%   8%   8%   5%   3%   1%   12%   -­‐-­‐   7%   -­‐-­‐   8%   -­‐-­‐   -­‐-­‐   1%   23%   7%   14%   10%   10%   7%   6%   15%A   3%   3%   12%   9%   3%   -­‐-­‐   6%   3%   5%   3%   -­‐-­‐   37%   50%   41%   59%   2015   Non-­‐target   n=98   D   2014   Non-­‐target   n=75   E   2013   Non-­‐target   n=100   2%   1%   13%   4%   -­‐-­‐   -­‐-­‐   5%   2%   4%   11%D   3%   13%   1%   1%   -­‐-­‐   7%   -­‐-­‐   3%   2%   12%   -­‐-­‐   2%   -­‐-­‐   2%   2%   3%   -­‐-­‐   52%   52%   59%   Q22:  What  was  the  main  slogan  used  in  the  ads?     *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.     L I T T E R S U R V E Y – 2 0 1 5 15     Total  Awareness     Have  Heard  Slogan  “Don’t  Trash  Arizona”   Aided  +  Unaided   Non-­‐target  2015  (D)   48%   Non-­‐target  2014  (E)   48%   44%   Non-­‐target  2013     66%CD   Target  2015  (A)   Target  2014  (B)   65%   60%   Target  2013(C)     Target  2012   57%   0%   10%   20%   30%   40%   50%   60%   70%   Non-­‐target:  2015  n=353  ;  2014  n=325;  2013  n=385  |  Target:  2015  n=200;  2014  n=202;  2013  n=200;  2012  n=100 Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?   Q23:  [if  not  mentioned  in  Q22]  Have  you  seen  or  heard  the  slogan,  “Don’t  Trash  Arizona?” *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level. L I T T E R S U R V E Y – 2 0 1 5 16 Total  Awareness     Have  Heard  Slogan  “No  cups,  cans  or  buUs!  Don’t   Trash  Arizona”   Aided  +  Unaided   Non-­‐target  2015  (D)   19%   Non-­‐target  2014  (E)   15%   18%   Non-­‐target  2013     Target  2015  (A)   38%CD   Target  2014  (B)     39%   25%   Target  2013  (C)     Target  2012   29%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   Non-­‐target:  2015  n=353  ;  2014  n=325;  2013  n=385  |  Target:  2015  n=200;  2014  n=202;  2013  n=200;  2012  n=100 Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?   Q24:  [if  not  mentioned  in  Q22]  Have  you  seen  or  heard  the  slogan,  “No  cups,  cans  or  butts!  Don’t  Trash  Arizona?”   *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target   2014. ABCDE  Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.   M A G L I T T E R S U R V E Y – 2 0 1 5 17 Total  Awareness     Have  Heard  Slogan  “Trash  Talk”   Aided  +  Unaided   Non-­‐target  2015   8%   13%   Target  2015   0%   2%   4%   6%   8%   10%   12%   14%   Non-­‐target:  2015  n=353  ;  |  Target:  2015  n=200 Q22:  [If  yes  in  Q20]  What  was  the  main  slogan  used  in  the  ads?     Q23:  [if  not  mentioned  in  Q24]  Have  you  seen  or  heard  the  slogan  for  Don’t  Trash  Arizona  that  included  the  words   "Trash  Talk?" *  Stat  Testing:  Target  2015  vs.  Non-­‐Target  2015  (No  statistical  difference). M A G L I T T E R S U R V E Y – 2 0 1 5 18   Table  A13:  Source  of  Don’t  Trash  Arizona  Slogan  Awareness  –  Target  vs.  Non-­‐Target   Total  responses  among  those  indicating  they  had  heard  the  slogan           Top  media  sources   Billboards   Television   Street/highway  signs   Radio   Light  Rail     Newspaper   Online   Friends/Family/Word   of  mouth   Bus  signs   Don’t  know   2015   Target   n=138   A   41%   31%   25%   25%   9%   2%   2%   2014   Target   n=142   43%   27%   12%   31%   -­‐-­‐   2%   2%   2013   Target   n=127   C   40%   36%   21%   32%   -­‐-­‐   2%   1%   2012   Target   n=66   18%   20%   21%   21%   -­‐-­‐   -­‐-­‐   3%   2015   Non-­‐target   n=194   D   26%   20%   24%   14%   1%   1%   6%E   2014   Non-­‐target   n=162   E   25%   21%   17%   18%   1%   2% 1%   2013   Non-­‐target   n=192   22%   18%   27%   14%   -­‐-­‐   2%   21%   2%   1%   -­‐-­‐   2%   1%   2%   -­‐-­‐   1%   6%   3%   11%   1%   9%   -­‐-­‐   21%   1%   17%   -­‐-­‐   19%   1%   20%   Q25:  [if  mentioned  in  Q22,  or  ‘yes  in  Q23  or  Q24]  Where  have  you  seen,  heard  or  read  the  slogans,  “Don’t  Trash  Arizona”   or  “No  cups,  cans  or  butts:  Don’t  Trash  Arizona”  or  “trash  talk”?   Note:  Response  categories  with  less  than  2%  mentions  in  2015  not  listed  in  this  table  unless  relevant  to  tracking.   *  Stat  Testing:  Target  2015  vs.  Target  2013,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.   Table  A14:  Awareness  of  Litter  Resources  –  Target  vs.  Non-­‐Target     Aided  awareness   Litter  Hotline,  1-­‐877-­‐3-­‐Litter   Yes   No   Don’t  know  /  No  answer       www.donttrasharizona.com     Yes   No   Don’t  know  /  No  answer       2015   Target   n=200   A   2014   Target   n=202   B   2013   Target   n=200   C   2012   Target   n=100   2015   Non-­‐target   n=353   E   2014   Non-­‐target   n=325   E   2013   Non-­‐target   n=385     13%   86%   1%     13%   85%   2%       12%   87%   1%     10%   90%   -­‐-­‐     9%   90%   <1%     11%   88%   1%       10%   89%   2%   18%E   78%   4%               17%   80%   3%       17%   81%   2%       11%   89%   -­‐-­‐       8%   89%A   3%E   9%   91%   <1%       6%   92%   2%   Q27:  Have  you  heard  of  www.DontTrashArizona.com?   Q29:  Have  you  heard  about  the  Litter  Hotline,  1-­‐877-­‐3-­‐Litter,  where  you  can  report  someone  who  litters?   *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.     M A G L I T T E R S U R V E Y – 2 0 1 5 19 Table  A15:  Likelihood  to  Report  Littering  –  Target  vs.  Non-­‐Target     Likelihood     NET  likely   (Very  +  somewhat) Very  likely Somewhat  likely Not  very  likely Not  at  all  likely Don’t  know               2015   Target   n=200   A   2014     Target   n=202   B   2013 Target   n=200   C   2012   Target   n=100   2015   Non-­‐target   n=353   D   2014   Non-­‐target   n=325   E   2013   Non-­‐target   n=385 39%   43%   49%   46%   59%   63%   64% 12%   27%   38%D   22%   1%   11%   32%   29%   24%   4%   13%   36%   32%   16%   3%   11%   35%   34%   18%   2%   24%A   35%   23%   16%   2%   25%   38%   23%   12%   2%       31%   33%   22%   11%   3%   Q30:  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?   *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.     P R O F I L E S   O F   L I T T E R E R S   LiUering  Behavior   Non-­‐target  2015  (D)   Non-­‐target  2014  (E)     Non-­‐target  2013   Target  2015  (A)   Target  2014  (B)   Target  2013  (C)     Target  2012   24%   26%   30%   45%   46%   41%   50%D   50%   62%A   50%   31%A   27%   29%   44%C   40%   30%   38%   6%   10%   8%   12%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Admized  Lizerer   Accidental  Lizerer   Non-­‐lizerer   *  Stat  Testing:  Target  2015  vs.  Target  2014/2013,  Target  2015  vs.  Non-­‐Target  2015,  Non-­‐Target  2015  vs.  Non-­‐Target  2014. ABCDE   M A G Indicates  significantly  higher  percentage  than  the  column  indicated  at  95%  confidence  level.   L I T T E R S U R V E Y – 2 0 1 5   20 A P P E N D I X   B       Q U E S T I O N N A I R E   M A G L I T T E R S U R V E Y – 2 0 1 5 21 Client: Subject: Date: Maricopa Association of Governments Litter Survey 2015 July 2015 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 5 22 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 5 23 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 truck 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: Q16 g. Don’t know M A G L I T T E R S U R V E Y – 2 0 1 5 24 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: 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: 16. 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 Q18 M A G L I T T E R S U R V E Y – 2 0 1 5 25 17. (If selected a, b, c, d on question 16 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? 18. Do you have a litter bag or trash can in your vehicle? a. Yes b. No c. Don’t know / Refused 19. IF NO IN Q18: 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 20. In the past three months, have you seen, heard or read any advertisements related to litter or littering? a. Yes b. No - SKIP TO Q23 c. Don’t know / Refused 21. IF YES in Q20: What specifically do you remember about the ads related to litter or littering? 22. IF YES IN Q20: 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. o. M A G L I T T E R Don’t Trash Arizona No cups cans or butts Trash Talk 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 S U R V E Y – 2 0 1 5 26 23. IF NOT MENTIONED IN Q22 “a”: Have you seen or heard the slogan, “Don’t Trash Arizona?” a. Yes b. No c. Don’t know / Refused 24a IF NOT MENTIONED IN Q22 “b”: Have you seen or heard the slogan, “No cups, cans or butts! Don’t Trash Arizona?” d. Yes e. No f. Don’t know / Refused 24b. IF NOT MENTIONED IN Q22 “c”: Have you seen or heard the slogan for Don’t Trash Arizona that included the words “Trash Talk?” g. Yes h. No i. Don’t know / Refused 24. IF mentioned in Q22a or Q22b or YES IN Q23 or Q24: Where have you seen, heard or read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash Arizona” or “trash talk” 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. Light Rail Train i. Street or highway signs j. Newspaper k. Online l. Other m. Don’t know / Refused 25. IF mentioned in Q22a or Q22b or YES IN Q23 or Q24: Who sponsors the “Don’t Trash Arizona” advertisements? DO NOT READ LIST. ONE RESPONSE ONLY. a. b. c. d. e. f. g. M A G L I T T E R State / Local Government Arizona Department of Transportation Sanitation department City of Phoenix Maricopa Association of Governments Other Don’t know / Refused S U R V E Y – 2 0 1 5 27 26. Have you heard of www.DontTrashArizona.com? a. Yes b. No c. Not sure/DK 27. If YES IN Q27 “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? 28. 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 29. 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. Very likely Somewhat likely Not very likely Not at all likely Don’t know / Refused (DO NOT READ) 30. 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 M A G L I T T E R S U R V E Y – 2 0 1 5 28 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 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 stay at home parent, a student or unemployed? a. Full-time b. Part-time c. Retired d. House-spouse/stay at home parent 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 M A G L I T T E R S U R V E Y – 2 0 1 5 29 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) a. English Only b. Only Spanish c. Mostly Spanish, but also some English d. Equally in Spanish and English e. Mostly English, but also some Spanish f. English plus some other language g. 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 5