2010年8月，水清木华研究中心和第一调查网合作对中国大陆市场600位用户进行了饮用水行业消费特征调查，调查内容包括：瓶（桶）装矿泉水的饮用习惯、瓶（桶）装水品牌的知名度、选择瓶（桶）装水时注重的因素、获得瓶（桶）装水信息的方式、瓶装水的购买动机、瓶装水的价位选择、瓶装水的购买地点、更容易接受哪种桶装水、能接受桶装水的最高价位等。
在瓶装水品牌的知名度调查结果中，农夫山泉遥遥领先，消费者占比接近八成，其次是康师傅和娃哈哈，消费者占比也均在四成以上。再加上统一、乐百氏和雀巢，这六个品牌是当前瓶装饮用水消费市场中的重要角色，而其余品牌的知名度则相对较低。
图：中国主要瓶装水品牌的知名度调查 
来源：水清木华研究中心
在消费者购买瓶装水地点的调查结果显示，超市和便利店是当前消费者购买的主要场所，占比均以超过七成。社区商店也是消费者购买瓶装水的一个重要渠道，其他如报刊亭等，消费者购买比例较低。可以看出，消费者购买瓶装水时，一是图其便捷，如便利店和社区商店，二是图其便宜，如超市。
图：瓶装水购买地点的消费者选择 
来源：水清木华研究中心
从获得桶装水信息方式的调查结果来看，电视广告是消费者获取信息的最重要渠道，消费者占比已近七成。朋友告知、商家推荐和网络广告，这三类信息渠道在消费者采用中的占比超过四成，成为次要获取信息的渠道。
图：消费者获得桶装水信息方式的调查结果 
来源：水清木华研究中心
在调查数据的基础上，我们对当前饮用水行业的消费特征进行了深层次分析。比如，不同性别不同年龄段的消费特征分析、不同职业不同收入段的消费特征分析等等。
Cooperated with 1diaocha.com, ResearchInChina surveyed 600 consumers in mainland China concerning the consumption features of drinking water industry in August 2010. The main contents were as follows: habit of drinking bottled (barreled) mineral water, awareness of bottled (barreled) water brands, considerations while buying bottled (barreled) water, channels to know bottled (barreled) water, motivations to buy bottled water, bottled water price options, where to buy bottled water, which type of barreled water is more acceptable, and the highest acceptable price of barreled water.
With regard to brand awareness of bottled water, Nongfu Spring took the lead with approximately 80% consumers’ recognition, followed by Master Kong and Wahaha, respectively with over 40% consumers’ recognition, and Uni-President, Robust and Nestle. The six brands played an important role in bottled drinking water market, and other bands were relatively less known to consumers.
Awareness of China’s Major Bottled Water Brands 
Source: ResearchInChina
Regarding to where to buy bottled water, above 70% consumers selected the supermarket and convenience store. In addition, the community store was also an important option, while the other channels such as newsstand enjoyed a lower rate. Thus, it can be concluded that the consumers will take two factors into consideration while buying bottled water: for convenience, such as convenience store and community store, and for low price, like supermarket.
Consumers’ Options to Buy Bottled Water 
Source: ResearchInChina
The TV ad was the most important channel for consumers to know the barreled water, accounting for approximately 70%, followed by suggestion from a friend, recommendation by sellers and Internet ad, each covering over 40%.
Channels of Consumers to Know Barreled Water 
Source: ResearchInChina
Based on the survey, we have made an in-depth analysis of consumption features of current drinking water industry, delving into the consumption feature by gender, age, occupation, income, etc.