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A growing majority of consumers value businesses’ well-kept restrooms so much that they are willing to spend more money when they encounter one, according to new national research. The number of Americans who will “definitely” or “probably” shell out more cash in response to clean restrooms has climbed to 62 percent this year from just 45 percent two years ago. Millennials and Gen Xers are the two generations most likely to open their wallets.
The study also found that almost 3 out of 4 Americans make it a point to visit a business because they know it has nice restrooms. Women are especially likely to show preferential treatment, as are Millennials and Gen Xers.
The findings are part of the 11th annual Healthy Hand Washing Survey conducted by Bradley Corporation that queried 1,005 adults and youth throughout the United States about public restroom preferences and hand washing habits.
Even though consumers are keen on rewarding restroom-friendly companies, more Americans are having unpleasant experiences in a public restroom. This year, a record-high 76 percent report having a particularly bad encounter.
Restrooms that are dirty or in disarray generate negative impressions causing customers to take their business elsewhere, according to the survey. Close to 60% of Americans will leave the business immediately or say they are unlikely to return after encountering unpleasant restrooms.
There are a number of grievances in public restrooms that trigger high levels of frustration. Among the most aggravating are clogged/unflushed toilets (85 percent), empty/jammed toilet paper dispensers (83%) and partition doors that don’t latch shut (78 percent). Women and Baby Boomers express the most annoyance about these inconveniences.
The 11th annual Healthy Hand Washing Survey by Bradley Corp. queried American adults and youth online Dec. 11-16, 2019. Participants were from around the country, were 14 years and older, and were fairly evenly split between men and women (47 percent and 53 percent).