The majority (95%) of Irish shoppers think that all stores should have customer toilets or baby changing facilities, according to the latest Consumer Intelligence survey by Empathy Research. Of 926 survey participants, more women (96%), than men (93%) were of this opinion.
Most (91%) of those surveyed also thought that they shouldn’t have to ask permission to use the facilities, and that they should be open for use at all times by customers. Slightly more men (93% vs 90% of women) and people without children (93% vs. 90% with children) thought permission should not be necessary to use the toilets or baby changing facilities at a store.
If customers had to ask the staff to use the toilets at a store, 77% said it would dissuade them in using the facilities. Respondents without children were less likely to ask (79%) than those with children (76%). Younger age groups were the most likely to avoid using the facilities if they have to ask a staff member, including 83% of 18-24 year olds and 85% of 25-34 year olds. The older groups were less likely to be dissuaded from asking to use the toilet: 69% of 35-44 year olds and 76% of 45+ year olds.
The main reason for not wanting to ask a staff member if they could use the toilet facilities at a supermarket was embarrassment, cired by 61% of participants. Although older age groups are not put off using toilet facilities if they have to ask a member of staff for assistance, they are just as embarrassed to ask as those in younger age brackets; 18-24 (60%), 25-34 (66%), 35-44 (60%) and 45+ (60%). Parents found it less embarrassing to ask (59%), than those without children.
Interestingly, only half (51%) of respondents thought that they would report an unclean toilet at a supermarket, with older shoppers more likely to complain about uncleanliness than the younger groups. Only 37% of the 18-34 year olds and 33% of the 25-34 year olds would actually complain about a supermarket toilet dirtiness, however 50% of 34-44 years olds and 64% of 45+ year olds would complain if it was not up to standard for use.
Click here for more information from Empathy Research.
© 2013 - Checkout Magazine by Genna Patterson
