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.
More top news
More than 1,200 people have come together in Wiltshire to break the World Record for 'The World’s Largest Live Nativity'.
A protest has taken place against planned closures of libraries in Swindon. The council wants to save £1.5million from its libraries budget
Olympian Sam Quek has been voted out of 'I'm a Celebrity' narrowly missing out on the final which takes place tonight.