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65% of Brits shun saving water due to cost

Consumers not sold on water-saving gadgets


A running tap can waste up to 8 litres a minute.

Two thirds of people want to save water but aren’t prepared to spend money on products to help them do so, according to new research.

These latest figures, published by Ideal Standard, show that 65% of UK households have no water-saving products at home. People in Northern Ireland are the least water savvy, with less than 30% of households using water-saving devices such as a dual-flush toilet.

Which? has reviewed several water-saving gadgets for homes and gardens, to see if they live up to their claims.

Saving water and cash

Which? utilities expert James Tallack said: ‘We all have a responsibility to use water as efficiently as possible, but the fact is that only those with a water meter will get a financial benefit from having water saving devices in their homes. 

‘Unmetered households will benefit from feeling they’re doing the right thing, but there’s no financial incentive for them to invest in these products.

‘However, some households without a meter would be better off with one – the rule of thumb being that if you’ve got more bedrooms than people in your home you’d be better off with a meter. Trying out a meter is a no-risk option – if you find it’s costing you more money then you can go back to the flat rate any time within the first 12 months.’

If you’re interested in having a water meter installed to help you save cash and water, check out the Which? guide to water meters to find out more about how they work.

Water guzzling

Half the nation underestimates their personal daily water usage by up to 100 litres. The average person uses 155 litres per day, but half of those surveyed thought they used 60 litres.

Small things can make a big impact on water usage – a dripping tap wastes 15 litres of water a day, according to Ideal Standard, and every minute spent in the shower uses on average 9 litres. 

Water-saving quick wins

It’s relatively easy to reduce water consumption without having to shell out for products.

The Which? guide to using less water has plenty of cost-free tips on how to make small changes that will help reduce water consumption in your home.

Using your existing appliances more efficiently is one way to save water without having to spend money – the Which? guide to using your washing machine can help you get started.

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