aaaaaaaaaaaaaaaaaaaaaaa
American Safety & Preparedness Survey 2007 Excerpts of Market Research Results
1
Safe Water, Anytime…Anywhere™
www.prismedical.com
aaaaaaaaaaaaaaaaaaaaaaa
Study Overview and Research Objectives
PRISMEDICAL enlisted the services of a professional market research firm to survey American adults to understand their perceptions of portable water filtration/purification devices and their applications. We did this to ensure we developed the optimum set of solutions for them with our family of TRITON® M water filter/purification systems. We specifically desired to:
Describe and contrast the demographics, awareness levels, ownership, behaviors, attitudes, intentions and preferences of: Emergency Preparers Backcountry Enthusiasts International Travelers With respect to portable water filtration/purification
The slides which follow highlight some of the findings
2
Safe Water, Anytime…Anywhere™
www.prismedical.com
Segment sizes and interdependencies
International Travelers 371 (31%)
Backcountry Enthusiasts 748 (62%)
Hybrid Crossovers 153 (13%)
1,206 total study participants nationally representative, random sample of male and female consumers, ages 21 and over, drawn from 73% of US adult population
Emergency Preparers 862 (72%)
3
Safe Water, Anytime…Anywhere™
www.prismedical.com
Reasons ever used a personal water filtration/purification system
Our respondents indicated water filters/purifiers are useful for multiple purposes. People often buy and use water filters for many reasons; not just one. To be useful a system should be designed for multiple purposes, which makes the product more valuable to you.
48
S
58
Outdoor activity in remote backcountry or wilderness area
18
S
15
Emergency such as natural disasters or man-made disasters Travel to foreign country where the water is of suspect quality Travel to one of the 50 U.S. states where the water is of suspect quality Home use Other reasons
13
S S
7 8 8
12
7 2
S
4
All Reasons
Primary Reason
4
Safe Water, Anytime…Anywhere™
Ever/Never experienced disaster or emergency situation
Almost 90% or more of the study participants have found themselves in an emergency situation
91
*
89
89
94
**
Ever experienced
9
11
**
11
*
7
Never experienced
Emergency Preparers
Backcountry Enthusiasts
International Travelers
Hybrid Crossovers
5
Safe Water, Anytime…Anywhere™
aaaaaaaaaaaaaaaaaaaaaaa
Type of disaster/emergency situation experienced
80 79 81 59 62 59 61
Blackout / Electrical power outage Severe winter / ice storm Hurricane / Tropical Storm Landslide / Mudslide Tornado Earthquake Flood
28 24 21 28 21 22 24 26 21 22 23 28 29 36 32 33 32 30
83
*
38
** *
** 39 *
Water-related Emergency (Net)
Contamination of Water Supply Loss of Water Supply
2 2 2 3
19 18 19 18 17 18
**
Emergency Preparers Backcountry Enthusiasts International Travelers Hybrid Crossovers
** 23 *
25
Home fire Brushfire / Wildfire Act of terror Industrial disaster (e.g., chemical spill) Widespread outbreak of disease Volcanic eruption Tsunami / Seismic sea wave
0
5 7
11 13 12 9 6 10 7 8
16
3 3 3 6 2 3 3 5 2 2 2 4 1 1 2 4
* ** 11 *
Nationwide responses – 89% have experienced at least one disaster/emergency
** *
***
10 20 30 40 50 60 70 80 90 100
Percent
6
Safe Water, Anytime…Anywhere™
www.prismedical.com
aaaaaaaaaaaaaaaaaaaaaaa
Primary source of contaminated water using personal filter/purifier system
Respondents frequently had a need to filter or purify tap water before drinking it
27 36
26 32
Tap water
**
22
**
20
Creek/Brook
**
17
18 11 11 9 8 10 8 6 6 4 2 1 2 8 8 5 1 2 1 9 7 9 7 5
Stream Well or cistern River
*
10 6 1 4 0 11
*
8 4 2 3 1 8
*
Natural lake Spring Man-made reservoir Blackwater Floodwater All other sources
8
Emergency Preparers
Backcountry Enthusiasts
International Travelers
Hybrid Crossovers
7
Safe Water, Anytime…Anywhere™
www.prismedical.com
Concern about the overall safety and quality of . . .
. . . the water you have available in the event of a disaster or emergency
32
36
*
33
37
Very concerned
31 31
28 30
Somewhat concerned
25
26 25
*
20
Not too concerned
11
9
13
13
Not concerned at all
Emergency Preparers
Backcountry Enthusiasts
International Travelers
Hybrid Crossovers
8
Safe Water, Anytime…Anywhere™
Foreign region traveled to within past 12 months*
Ever became ill as a result of water consumed
Latin America
Mexico Caribbean Central America South America
45 19 10 3 7 8 7 11 10 10 13 13 21 11 3 6 5 10 5 3 1 2 0 5 5 5 5 4 6 6 8 11 8 13 15 30 17 16 27 54 72
64
*
Europe
Northern Europe Southern Europe Eastern Europe Western Europe
27 28
Ever Became ill as a Result of Water Consumed Yes No
Asia
South-eastern Asia South-central Asia Eastern Asia Western Asia
1
Africa
Northern Africa Southern Africa Middle Africa Eastern Africa Western Africa
17
*
8 8
*
Our study participants told us that while traveling internationally, particularly to Latin America, there is a high incidence of the water related illness
Oceania
Australia and New Zealand Melanesia Micronesia Polynesia
3 1 1 0
*
*
10 20 30 40 50 60 70 80 90 100
0
9
Percent
Safe Water, Anytime…Anywhere™
Overall quality and safety of drinking water . . .
. . . based on experiences or perceptions
Somewhat Concerned Very Concerned
Your home's tap water
63
*
The bottled water you buy most often
32
The water you have available in the event of a disaster or emergency1
64
*
75
The natural water in the backcountry or wilderness area you visit most often2
***
90
Your drinking water in the foreign country you visit most often3
****
100
0
10
20
30
40
50
60
70
80
90
Percent
10
Safe Water, Anytime…Anywhere™
Primary application using personal filtration/purification system
Most study participants agreed upon the 3 primary reasons they needed safe water
78
79
*
77
72
Drinking / Hydration
21 14 15 17
**
Cooking / Food preparation
7 1
6 1
6 0
7 0
Personal hygiene Other
Emergency Preparers
Backcountry Enthusiasts
International Travelers
Hybrid Crossovers
11
Safe Water, Anytime…Anywhere™
aaaaaaaaaaaaaaaaaaaaaaa
Knowledge/Perceptions of per-day need for water
“How much water for drinking, food preparation/ cooking and personal hygiene does an average person need per day throughout an emergency or disaster situation ('to the best of your knowledge')”
50
40 34 30
Percent
20
Our study participants varied widely in their understanding of just how much clean water they would need per person each day; (> 1 gallon/person a day)
21 19
10 6
9 4 1 1 3 3 1
0
1 cup
1 pint
1 quart
2 quarts
3 quarts
1 gallon
5 quarts
6 quarts
7 quarts 2 gallons
More than 2 gallons
12
Safe Water, Anytime…Anywhere™
www.prismedical.com
aaaaaaaaaaaaaaaaaaaaaaa
What does the study tell us about adult Americans and their perceptions of water filtration/purification systems?
People are highly likely to find themselves in an emergency situation at some time
Most people are concerned about having safe drinking water for daily consumption and many are “very concerned” about the safety and quality of: Water available in the event of a disaster or emergency Natural water in backcountry or wilderness areas visited most often Drinking water in foreign countries visited most often People prefer a water purification system that serves multiple purposes International travelers have the highest incidence of experiencing water related illnesses Although backcountry outdoor use is the predominant reason for initially purchasing a water purification system, use for travel and emergencies is a common need as well People believe the important water filtration/purification system attributes (85%+) include… The level of contaminants it removes The clarity/odor/taste of the water it produces The price of the system/replacement parts and The system’s output (gallons) …We agree!
13
Safe Water, Anytime…Anywhere™
www.prismedical.com