One in three UK parents underestimate their daily water usage by the equivalent of a full bathtub, according to a new study by drinking water supplier Affinity Water. The survey of 2,000 parents found that 66% estimated their daily consumption to be less than the national average of 156 litres.
One in three parents believe they use less than 50 litres per day, meaning many households are underestimating their usage by around 100 litres daily—enough to fill a bathtub. The research also revealed widespread confusion about household water use and the source of drinking water.
Nearly two-thirds of parents admitted they extend their showers beyond what is necessary to enjoy the warmth or a moment of peace. Affinity Water is launching The Great Water Hunt initiative to help families understand the value of water and its origins.
Families taking part will become 'water detectives', uncovering information about local water systems and learning practical water-saving tips. 'Water beacons' placed around participating locations will share fun facts about local water systems.
James Curtis, head of leakage at Affinity Water, said: 'Many people simply don't realise how much water they use every day and our research shows some households are underestimating their usage by around 100 litres. At the same time, water conservation is not always front of mind for families, even though parts of the UK are already experiencing water shortages.'
The study also found that while 70% of respondents try to reduce food waste and 68% cut energy use, only 57% take steps to reduce water consumption. Nearly one in five parents believe serious water shortages are still 11 to 30 years away if no action is taken.
