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Most Americans Concerned About Home Water

INDIANAPOLIS, April 3, 2013 /PRNewswire/ -- More than half of Americans have concerns about the quality of their water – and we are increasingly showing a willingness to pay for treatment in the home.

These are among the conclusions of an independent survey released today at Water Quality Association Aquatech USA convention.  The random sample survey, conducted by Applied Research-West, Inc., offers a look into Americans' evolving attitude about their water.

"As awareness increases, consumers are looking more and more for ways to protect themselves and their families," said Dave Haataja, executive director of the Water Quality Association, a not-for-profit international trade organization that commissioned the survey.

Among the major findings:
  • A quarter of consumers are "extremely concerned" about the quality of their water supply.  Fully, 52 percent list their level of concern at a 4 or 5 out of 5.
  • Increasing numbers of Americans say their primary concern over their water quality is related to contaminants.  That percentage is 29 in this year's survey compared to 22 percent in 2008.  Water taste concerns have also increased.
  • Only about two thirds of consumers say primary responsibility for quality water is outside the home, with their municipality, down from nearly three quarters in 2008.  More than 20 percent believe they are primarily responsible for the own water quality.

The survey showed that slightly over half, or 55 percent, consider themselves somewhat or very knowledgeable about contaminants in their tap water. Respondents are concerned, with nearly 80 percent believing that tap water contains chloramine, and nearly as many thinking lead is present.

"The Final Barrier for many communities will be the solution," Haataja said.  "More than 99 percent of the water coming into our homes is not used for drinking.  By putting protection at or near the tap, consumers can protect the water that is most important to them.  That is the concept behind the Final Barrier approach."

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