Nearly 75 per cent of people living in the South East have a full body wash at least seven times a week. And close to a third of that number say they're washing more than seven times a week according to Southampton University Research.
The researchers say less frequent showering - more likely to be a habit of the elderly - is dying out. They also add that the implications on the demand for water and energy are huge.
The results of the 1,802 people who took part in the survey showed that the days of bathing and flannel washing are nearly over - people are now showering with more than ever before.
A simple blood test could diagnose kidney disease before it progresses. A £2 million study gets underway. Tom Savvides talks to patient Gloria Lewis, Dr Edmund Lamb from the Kent & Canterbury Hospital and patient Laurence Sandum.
The fight against cancer has been given a major boost - with an anonymous donation of £10million to a research team in the South.
The scientists - based at the General Hospital in Southampton - will use the money to develop their work in cancer immunology. Which is - using the power of the body's immune system - to fight tumours. Experts say it's already showing very positive signs.
The money means they can expand the team and build new facilities at Southampton - and speed up their research. Click below for Andrew Pate's full report
The University of Southampton has received a £10 million pound donation from an anonymous donor to further its research into the causes of cancer. Cancer Research UK say they have also received a donation of £10 million from the same anonymous donor, the biggest single donation in their history.
"This remarkable gift allows us to build on our expertise and expand the research teams in Southampton to make even greater progress in developing new treatments.
– Professor Don Nutbeam, vice chancellor of the University of Southampton