Industry body Water UK is urging the public to become more aware of their water use as new research reveals the majority of the public have no idea how much water they use.

The findings show:

• 94% of of the public underestimate the amount of water they use per day
• 67% thought their household uses less than 69 litres of water per day – the equivalent of a 5-minute shower
• Over a fifth (21%) believe their household uses less than 20 litres per day - which is only enough to flush the toilet twice
• Under a third (30%) think it is important to save water during winter, compared with almost 80% during the summer

In reality, each individual person in the UK uses an average of 152 litres of water per day, and the demand for water has been increasing since the pandemic as people spend more time at home.

Public perception of how much water is wasted through leaks in the home was also found to be off the mark. Over half (61%) thought that a faulty toilet flush wastes less than 50 litres, when it actually wastes between 215 and 400 litres per day! This can cost households hundreds of pounds per year if left unfixed.

The research also shows that less than a third (30%) of people recognise the importance of saving water during the winter, compared to 80% of people who said it was important during summer.

Water UK is urging the public to be savvy about their water use this winter, running its national summer Water’s Worth Saving campaign – its joint initiative with Waterwise - throughout the winter months for the first time.

Despite the weather getting colder and wetter during the winter, the record-breaking dry and warm weather last summer left reservoir stocks in England at their lowest levels on record. While recent rainy weather has helped to alleviate the damage, some parts of the country remain at risk of severe drought again this summer.

Everyone has a part to play in reducing water consumption

The water industry recognises it has a part to play. The most recent Ofwat figures released last year show leakage has fallen each and every year since 2018-19 and is now at the lowest level ever recorded. Companies also have ambitious plans using new technology and innovation to halve leakage by 2050.

Peter Jenkins, Director of Campaigns at Water UK, said:

“With last summer’s heatwave now a distant memory, it’s more important than ever to show the public the value of saving water this winter for the sunnier days ahead – if we don’t act now to reduce our water usage, we could be paying for it later in the year.

“Everyone has a part to play in reducing our water consumption, and our survey results show that people have no idea just how much water they are actually using. That’s why we’re running our Water’s Worth Saving campaign this winter, providing the public with advice and simple tips to help save water and safeguard the environment all year round.”

Savanta surveyed 2,238 UK adults online between 28th-30th October. Data were weighted to be nationally representative of all UK adults by age, gender region and social grade.