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15 <br />14 <br />13 <br />12 <br />11 <br />10 <br />9 <br />8 <br />7 <br />6 <br />5 <br />SF Homes Water Usage (000's gals.) <br />November - March <br />2007-'08 08-'09 09-'10 10-'ll 11-'12 12-'13 13-'14 14-'15 <br />■ Avg. Consumption (Gals.) <br />The average overall usage for single-family homes in the wintertime has remained largely unchanged <br />since 2007 with a variance of only 1,000 gallons from year to year. During this same period, the water <br />usage fee initially increased, then declined, and then increased again. <br />On the surface, the data suggests that customer behavior and consumption patterns were not influenced <br />by changes in the water usage fees in either direction. This may have occurred because the financial <br />incentive or penalty to modify a household's behavior was not large enough. Then again, it could mean <br />that most households simply held to an established standard of personal hygiene, cleanliness, etc. <br />This seems to be evidenced when the water usage fee dropped from $2.35 per thousand gallons in 2008 <br />to $1.85 in 2009 as part of an overall rate structure change. This effectively lowered the cost of <br />consumption by 20%. Despite these favorable circumstances, household usage remained unchanged. <br />Finally, we can look at the average quarterly summertime usage for single-family homes. <br />45 <br />40 - <br />35 i <br />30 i <br />25 -i <br />20 i <br />15 -I <br />10 -� <br />5 <br />157 <br />SF Homes: Avg Water Usage/Captured <br />April - September <br />� <br />2008 2009 2010 2011 2012 2013 2014 2015 <br />■ Avg. Consumption (Gals.) Avg. Rainfall (Gals.) <br />Page 7 of 14 <br />