Behind the Bathroom Door: A Study of Bathroom Habits & Behaviours, 2018 - ResearchAndMarkets.com

The "Behind
the Bathroom Door: A Study of Bathroom Habits & Behaviours, 2018"
report has been added to ResearchAndMarkets.com's
offering.

As an industry, how much do we really know about what goes on
behind the bathroom door?

Consumers show concern for environmental issues and yet we are using
more water in our bathrooms than ever before. Could it be that in the
privacy of our own bathroom, we are unaware of the amount of water we
really use?

Our 7-day confidential diary study, followed 50 householders as they
undertook various bathroom tasks and reported back on a daily basis. The
huge amount of data gathered throughout the study throws light on our
private bathroom routines and behaviors and highlights the amount of
water that could potentially be saved through greater awareness and less
wasteful bathroom habits.

The research also gives a true insight into the real needs and
requirements for our bathroom spaces, and the strong desire we all have
to create a functional, clean, relaxing environment behind the bathroom
door.

Alongside this bathroom behavioral study, a second study into Bathroom
Purchasing Trends was run online. This study surveyed 500+ UK
householders who had recently purchased a new bathroom to assess
consumer purchase behavior for a complete new bathroom installation.

The insight gained from these two studies answers important questions in
terms of consumer requirements for their bathroom, how bathroom products
are being used in the home, attitudes to water efficiency, and how this,
in turn, influences consumer purchase behavior for new bathroom products.

This report was a behavioral study and followed the format of an online
interactive diary with two-way, real-time communication between the
researchers and the participants. This enabled daily tasks to be set,
further details requested, images and videos uploaded, different workday
and rest day behaviors to be captured, and much more.

Key Findings

• Creatures of Habit
  • Our bathroom behaviors are governed by strong routines and,
    despite a wide range of different preferences and habits
    demonstrated throughout the study, individuals tended to stick to
    morning and evening routines with only slight differences between
    working and non-working days.
• Small But Perfectly Formed
  • Bathrooms in the UK may be small but that doesn't mean they can't
    be practical and also beautiful. There is a call for manufacturers
    to provide high-quality bathrooms with solutions for small spaces
    and in particular storage solutions. Also better planning by
    housebuilders who are not incorporating any kind of bathroom
    storage solutions into new-builds.
• Saving Money Not Water
  • Concern for mounting household bills rather than the environment
    is the key driver for reducing the amount of water used.
    Cleanliness, comfort, and relaxation over-ride the desire to save
    water as shown by the number of householders who for example take
    regular deep baths and allow the shower to run for up to 5 mins to
    heat up.
• Easy to Clean
  • Words like cleanliness', clean', hygienic' were repeatedly used
    throughout the diary study and it is very clear that cleanliness
    in the bathroom area is of paramount importance to householders.
    Products are judged based on how easy they were to clean, rather
    than design or product quality.
• Functionality
  • Toilets that flush properly, powerful showers, clever storage
    solutions -all things that make life easier -are at the top of the
    wish-list for the modern bathroom. Although technology has a
    similar potential, it is currently viewed with the suspicion that
    it is gimmicky and will be complicated to use.

Topics Covered

1. Foreword
2. Introduction Key Findings
3. About the Participants
4. Showering
5. Taking a Bath
6. Using the Toilet
7. Washbasin Activities
8. Other Bathroom Activities
9. Storage
10. Functionality
11. Cleaning the Bathroom
12. Attitudes to Water Saving
13. In Conversation with the CEO
14. The Ideal Bathroom

For more information about this report visit https://www.researchandmarkets.com/r/uacakf

View source version on businesswire.com: https://www.businesswire.com/news/home/20190614005281/en/