Online Global Survey Indicates 60% Would Spend More Time In Their Bathroom If Digitally Enhanced

Dec. 10, 2008 - PRLog -- Asian markets, Russia, Greece, Italy and Spain emerge as early adopters

BRUSSELS, BELGIUM – Increasing numbers of consumers across the globe are using digital products - from wireless devices and portable music players to computers as well as accessing the Internet - from the sanctuary of their bathroom. This overall trend has been identified following a survey commissioned by Ideal Standard International, a leading provider of innovative and design-driven bathroom solutions.  
   According to the on-line poll, eight out of ten consumers surveyed currently use at least one type of electronic device in their bathroom; the most popular are mobile/ wireless devices such as portable music players as well as digital weight scales.  Six out of ten consumers said that they would spend more time in the bathroom if it were equipped with digital products, preferably for communicating, entertainment and wellness. Eight out of ten consumers indicated an intention of purchasing one or more digital products developed for the bathroom; nearly 10% indicated an interest in buying at least five products.
The survey laid bare a number of clear regional differences: the Asian markets surveyed, China, South Korea and Thailand, are currently by far the most tech-savvy countries; followed by Russia as well as Southern European countries including Spain, Italy and Greece.
Overall, people are most interested in digital products for entertainment. Thailand and South Korea top the ranking; other countries who expressed a similar interest are Egypt, UK, Belgium, France and the Netherlands. The consumers surveyed were generally also interested in digital products that enhance their health (Bulgaria, China and Russia). Following closely are Greece, Italy, and Spain, who expressed interest in digital products that offer wellness features.

In general, teenagers (15-20 years old) are very interested in having digital products in the bathroom and indicated that they would spend more time in a digitally enhanced bathroom. At 79%, UK teenagers scored the highest in all EMEA countries. In Asia, the top score was measured in Thailand with an overwhelming 90%. The most popular category is entertainment.
The survey was conducted by Synovate, a leading global market research company, via an on-line poll which asked over 5,000 consumers between 15-70 years old which digital items they would like available or currently use in the bathroom. The survey covered 14 markets in Europe, Middle East and Africa (EMEA) and Asia: Belgium, Bulgaria, China, Egypt, France, Germany, Greece, Italy, South Korea, The Netherlands, Russia, Spain, Thailand and the United Kingdom.  

Key findings: consumer behavior defined by:
1.   Location: In European countries, people appear to be more interested in monitoring their weight and use scales on a frequent basis. Consumers in Germany, Italy and Belgium weigh in the most.
2.   Gender: Overall, women tend to use digital products as often as men (10.6% versus 9.7% respectively). For men, the digital items used in the bathroom are more often linked to entertainment and time saving, such as PDAs, computer games, DVD players and the Internet.  Women use telephones, personal weight scales and portable music players most often. When it comes to watching TV in the bathroom, men (11%) and women (10%) have similar scores.
3.   Motivation: The number one reason why people would use digital products in the bathroom is “to be entertained” (21%). Mostly used for entertainment are TVs, radios, DVDs and CD players, portable music players and electronic game consoles. The main reasons why people use their mobile or wireless landline phone in the bathroom are: to save time (53-56%), to be available (25-29%) and to have more privacy (19-22%).
4.   Age: People in their twenties are most drawn to electronics for entertainment (46%). Moreover, 40% of families with teenage children say they are more inclined to buy digital products for the bathroom.
5.   Device: TVs are most popular in South Korea, where 30% of consumers already have one in their bathrooms. Looking at the use of mobile phones in the bathroom, South Korea leads by 65% closely followed by Russia (60%), Greece (56%) and Italy (55%). Radio remains popular as well, especially in countries such as Belgium, France and Germany.
6.   Potential: Six out of ten consumers indicate that they would spend more time in the bathroom if they had more digital products – especially if they were products designed for communicating (76%), entertainment (75%) and wellness (73%). Overall, eight in ten consumers are interested in buying one or more types of digital products developed for the bathroom.  

The next-generation bathroom
Ideal Standard International has long been an advocate of forward-looking design and the company’s vision is to “bring the digital age into the bathroom creating a life space of pleasure and relaxation”. Ideal Standard International works closely together with a team of established designers to translate consumers’ needs into actual bathroom furniture and ceramics. “Digital implies a better way to control our environment through discrete embedded technology,” says Robin Levien, an established designer who has been working with Ideal Standard International for 28 years. “We understand that the human interface 'fuzzy logic' is just as important as the technology, and, therefore, it is key to develop products that communicate with the consumers on levels that they care about, such as health.“

A trend for the future – the bathroom turning digital!
“The results of the survey show an important evolution in our society,” says Catherine Teirlynck, Chief Marketing Officer at Ideal Standard International. “The bathroom is often considered as the last safe haven in a stressful environment. This survey confirms that digital products are not considered as intruders, but rather have been welcomed to a permanent spot in the bathroom.”
If currently the main reasons for using digital tools in the bathroom are entertainment, saving time and privacy, the future reveals a widening scope of areas in which consumers would welcome digital devices for health and safety in the digital bathroom.

To find out more about Ideal Standard International’s range of digitally enhanced products please visit our online press release archive:

•   SimplyU: create your “Ideal” bathroom with a simple click
•   Ideal Standard International pioneers integrated design solutions concept and new mirror range and Ideal Standard mirror range, a reflection of the future
•   Tonax : Showering in colours, sounds and sensations
•   Soft Bath, a glimpse into bathtubs of the future
•   Jado unveils next-generation bathroom products

For more information, visit www.idealstandardinternational.com or contact:

Gilliane Palmer               
+32 2 662 8134 (direct)
+32 495 597 183 (mobile)
gpalmer@idealstandard.com

About Ideal Standard International:
Ideal Standard International, headquartered in Brussels, Belgium, is a privately-owned company, operating independently in Europe, Middle East and Africa and Asia Pacific.  The company also has presence in Central and South America via a joint venture called Incesa.  With bathroom solutions as its core business, the company provides bathroom furnishings, fixtures and shower enclosures for residential, commercial and institutional buildings. Its products are sold under its strong international brands Ideal Standard, Jado and American Standard (Asia/Pacific and Incesa), as well as leading local brands including Incesa Standard (Incesa), Armitage Shanks (UK), Ceramica Dolomite (Italy), Porcher (France and Incesa) and Vidima (Eastern Europe).  The company employs some 17,300 people and is operational in over 30 countries. Ideal Standard International is governed by a Board of Directors.

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With bathroom solutions as its core business, Ideal Standard International provides bathroom furnishings, fixtures and shower enclosures for residential, commercial and institutional buildings. The HQ is in Brussels, Belgium.