• 75 per cent agree that there should be hosepipe bans during times of drought
• 74 per cent are more likely to report leaks since this summer’s drought
• 51 per cent are more concerned about the environmental impact of the amount of water they use, rather than the financial costs involved
• 69 per cent would change their behaviour if the Government conducted a campaign to raise awareness

A public good, an environmental need

The survey amongst almost one thousand UK consumers found that three quarters of respondents have actively looked for ways to reduce water consumption in the home and 74 per cent agree that this summer’s drought has made them more likely to report leaks. One in three consumers would even be prepared to go so far as to obtain all water from stand pipes in the street in times of drought, with almost half of respondents willing to take a bath with a partner to save water. More than half of consumers (51 per cent) were more motivated to reduce their water consumption for environmental reasons, rather than financial costs, marking a real shift in consumer attitudes. Interestingly almost thsame number of people (29 per cent) would report their neighbours if they flouted the hosepipe ban, as have reported a water leak (30 per cent), which was unexpectedly low.

Understanding water usage
More than half of all respondents admitted that they are completely unaware of their household water consumption. This lack of knowledge is identified as one of the primary causes of domestic water wastage.

For example, 97 per cent of respondents vastly underestimated the actual volume of water consumed when using a garden sprinkler for one hour. The majority estimated 30 litres but actual usage is twenty times that at 600 litres. Ninety one per cent underestimated the use of a power shower (actual amount: 60 litres) - see table below for additional statistics. With the average household using 150 litres of water a day, this clearly outlines the need for education at a grass roots level in the practicalities of water consumption.

Table of water usage for everyday activities (litres)

Water usage for everyday activities (litres)
Bath 80
Ordinary shower 30
Power shower 60
Standard garden sprinkler for an hour 600
Dishwasher 20
Leaving tap on whilst brushing teeth for one minute 3

% that got it wrong
Bath 83%
Ordinary Shower 55%
Power shower 91%
Standard garden sprinkler for an hour 91%
Dishwasher 62%
Leaving tap on whilst brushing teeth for one minute 30%

A Call to Action: Consumers look to the Government to intervene

Government intervention, severe water shortages and price increases would be the major drivers to behavioural change, according to the research. Sixty-five per cent of consumers would vary their behaviour and indicated their support if water allocations were ordered by the Government and almost 70 per cent would change their behaviour if targeted by a Government backed campaign.

Eighty-two per cent of those surveyed would take direct action to limit their water consumption if prices doubled (water bills have increased by an average of 12 per cent in the last two years). The research results revealed that nearly three quarters of consumers believe that having a water meter in their home would change their behaviour, with almost half of respondents willing to take positive action by writing to their local MP in the event of a price rise.

Jacob Tompkins, director of Waterwise commented: “Climate change, population shift and a growing demand for water all mean that the UK is running out of water. This new survey shows that people are concerned about water and are keen to take action to be more efficient. Appeals for the public to save water this summer resulted in a 10 per cent fall in water consumption in the drought hit areas of the UK. So small behavioral changes can result in big savings and it is up to everyone, water companies, Government, manufacturers, retailers and the media to make it as easy as possible for people to do the right thing.”

Kieron Brennan, managing director of LogicaCMG’s energy and utilities business in the UK, commented: “The research has confirmed that households want to use water more efficiently and are prepared to make sacrifices and inconvenience themselves to do so. Our findings also show that consumers need to be equipped with the right information and effective technology to enable them to monitor and ultimately limit their water consumption. Consumers are calling on the Government to further educate the population about water scarcity and in methods of conserving water in the home so another summer of droughts and hosepipe bans can be avoided.”

NOTES TO EDITORS

Full report can be found at www.logicacmg.com/uk/waterefficiency

About LogicaCMG
LogicaCMG is a major international force in IT services. It employs 30,000 people across 36 countries. LogicaCMG’s focus is on enabling its customers to build and maintain leadership positions using LogicaCMG’s deep industry knowledge and its track record for successful delivery. The company provides business consulting, systems integration and IT and business process outsourcing across diverse markets including telecoms, financial services, energy and utilities, industry, distribution and transport and the public sector. Headquartered in Europe, LogicaCMG is listed on both the London Stock Exchange and Euronext (Amsterdam) (LSE:LOG; Euronext:LOG). More information is available at www.logicacmg.com.

About Future Foundation
Established in 1996, the Future Foundation is an independent commercial think tank whose work is strategic and future-focused. They advise clients on how to plan for the future by meeting developing customer needs. Their core competence lies in understanding and forecasting social and consumer trends and analysing the extent and nature of their impact on consumer markets.

About Waterwise
Waterwise is a UK NGO focused on decreasing water consumption in the UK by 2010 and building an evidence base for large-scale water efficiency. Waterwise is an independent not-for-profit organisation that receives some funding from the UK water industry. Waterwise is part of the Water Saving Group, a ministerially-led group which brings together key water industry stakeholders to promote the efficient use of water in households.

Press Contacts
Yvonne Maher
Trimedia Communications
Tel: 020 7025 7544
Yvonne.maher@trimediauk.com

Hannah Williams
Trimedia Communications
Tel: 020 7025 7533
Hannah.williams@trimediauk.com

NB/ This table is based on a micro-components model created by the Future Foundation/Experian for various major water companies to forecast household demand for water. The consumption model itself has drawn from work originally undertaken by Herrington (1996), and updated in the Environment Agency publication ‘A Scenario Approach to Water Demand Forecasting’ (August 2001). Information was collected from water providers, including their own water consumption monitors, and then combined with other national data sources including TGI and ‘Which’ reports, to develop an up-to-date dataset