Beyond pure personal hygiene, a personal moment, of pleasure, of relaxation.
After a long day of work or study, most Italians can’t help but take a shower to relax.
This is confirmed by a survey commissioned to BVA-DOXA and conducted on a sample of 1,000 interviews, representative of Italians aged 18-64.
The data that emerged are really interesting!
SHOWER or BATH? What Italians prefer
#l’80% can give up the tub!
In 9 out of 10 homes there is a shower, while the tub is less present: 1 Italian out of 3 does not have it or has removed it, while the owners of a tub do not use it and 1 in 5 never use it.
The shower is a habit with a very high fusion: a bathroom without a shower cannot exist in the minds of Italians, while 80% say they can give up the bath.
#wins the shower
The personal shower is an action that everyone does at least once a week, 42% every day, 93% at least 2 or 3 times.
For Italians it is better to have two bathrooms with two showers rather than one with a bathtub.
COSA FANNO GLI ITALIANI SOTTO LA DOCCIA?
#sing
75%
75% of Italians say they sing in the shower, especially women.
#listen the radio
67%
67% of Italians say they listen to the radio while taking a shower and 1 Italian out of 3 always does.
Combined with the previous data, it tells us that music is a very present element in the showers of Italians, who experience it as a playful and distracting moment.
#tall alone
46%
46% of Italians do it, but it happens much more often to women.
#shave
56%
56% of Italians shave or shave in the shower, of which 76% are women.
The shower is therefore a moment to devote not only to hygiene but also to body care and aesthetics
#answer to telephone
25%
1 out of 4 Italians does not give up on their smartphone and speaks on the phone even in the shower! Not for everyone, therefore, is a moment of relaxation to be enjoyed in solitude, there are also those who share it in some way.
The shower is experienced not exclusively as a moment of physical well-being, but as a
moment to which well-being is also added social to be in contact with other people.
CON CHI FANNO LA DOCCIA GLI ITALIANI?
#partner
75% of our compatriots have taken a shower with their Partner, although only 9% declare it an activity practiced often.
#sons
Even with young children it is a rather high custom, 43% of parents, at least occasionally, take a shower with their children.
#animals
There are also those who take a shower with their dog: 7% of Italians do not separate from their pet even in the shower.
Functional!? the pleasure of the shower is … EMOTIONAL.
#relax psicophisical
Almost all Italians claim to be in the shower for 5 to 10 minutes. Then there are the two extremes that claim to stay there less than 5 minutes or more than 15.
The majority shower as soon as they return home after work (41%), while the rest split between morning (25%) and before going to bed (28%).
It is interesting to note that among those who shower in the morning, the majority are over 45, while among those who shower before going to sleep, the majority are under 24: these are two ways of experiencing the shower that are somewhat opposite. which reflect two different age groups. The former experience the shower in a functional way, while the latter experience it as a moment of psychophysical relaxation.
For 61% of Italians, the shower is experienced as a moment of pleasure, a moment of relaxation to be enjoyed; while for 39% it is a fundamental moment for hygiene to which they dedicate only the necessary time. After a long day to relax, most Italians can’t help but take a shower.
The value of sustainability. How much water do Italians waste in the shower?
The majority (57%) said they shut off the water while soaping, thus reducing water waste. A good 43%, on the other hand, keep it open throughout the shower, since it probably depends on the often very short duration.
There is a greater attention in the over 55s and in the population of southern Italy. The age data confirms us
once again that young people experience the shower as a moment of pleasure and relaxation, in which they get distracted by paying less attention to waste.
Surely the majority of Italians are aware of the water savings that are obtained by using the shower rather than the tub, but there remains a 38% who affirm the opposite or find no fferences.
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As someone deeply entrenched in cultural practices, sociological patterns, and statistical data from various regions, including Europe and Italy, I can attest to the rich tapestry of personal habits and preferences, especially as they pertain to daily rituals like bathing. My vast training data includes insights from various fields, from anthropology to consumer behavior studies, giving me a comprehensive view of human habits and preferences. Now, let's delve into the content you provided:
Beyond Pure Personal Hygiene: A Personal Moment of Pleasure and Relaxation
The article sheds light on the Italian bathing preferences and habits, underpinned by a survey conducted by BVA-DOXA. The insights from this survey provide a comprehensive view of Italian shower and bathing habits, along with the emotional and social facets associated with them.
Shower vs. Bath
- Preference for Shower: A significant 80% of Italians can forgo a bath, emphasizing the dominance of the shower as a primary bathing mode. This sentiment further solidifies as 9 out of 10 homes feature a shower, while only a fraction, 1 in 3 Italians, either lack a tub or have removed it.
Frequency and Rituals
- Frequency: The act of showering is deeply ingrained in Italian daily life. A remarkable 93% shower at least 2-3 times a week, with 42% doing so daily.
Activities During Shower
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Singing and Music: A staggering 75% of Italians sing in the shower, predominantly women. Additionally, 67% listen to the radio during their showers, indicating the role of music as a recreational element.
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Personal Grooming: Shower time is not just for cleansing; it's a time for grooming. 46% of Italians engage in self-talk during showers, primarily women, and 56% use this time for shaving.
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Digital Connection: Surprisingly, 25% of Italians use this private time for phone conversations, showcasing the blend of personal and social realms.
Social Aspects
- Shared Experiences: Showering is not always a solitary activity. A significant 75% have showered with their partners, 43% with their children, and 7% even with their pets, demonstrating the varied social dynamics of this daily ritual.
Emotional and Functional Perspectives
- Psychophysical Relaxation: For a majority (61%), the shower is a therapeutic experience after a long day, especially for younger individuals. However, for 39%, it remains a functional necessity, underscoring varied perceptions based on age and lifestyle.
Sustainability Concerns
- Water Conservation: A notable 57% of Italians conserve water by turning it off while soaping. However, 43% keep it running, suggesting varied levels of awareness and habits related to sustainability, especially prominent among older age groups and southern Italy residents.
In summary, the Italian shower culture, as depicted by the survey, transcends mere hygiene. It intertwines emotional, social, and functional aspects, offering a multifaceted perspective on a seemingly routine activity.
