More than a third of Americans don’t drink water until after 3 p.m.

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

MORE THAN A THIRD OF AMERICANS AREN’T DRINKING MOST OF THEIR DAILY WATER INTAKE UNTIL THE LATE AFTERNOON.

THIS DEHYDRATING STATISTIC WAS REVEALED IN A STUDY FROM HINT WATER THAT EXAMINED ALL THINGS WELLNESS AND HYDRATION TO SEE HOW GOOD AND BAD HABITS CAN MAKE OR BREAK A WORK DAY.

CONDUCTED BY TALKER RESEARCH, THE SURVEY FOUND THAT GEN Z IS THE GENERATION MOST LIKELY TO DRINK A GLASS OF WATER AFTER WAKING UP (54%) WHILE BABY BOOMERS ARE MORE LIKELY THAN OTHER GENERATIONS TO GO FOR COFFEE (48%).

AS A WHOLE, AMERICANS ARE DRINKING TWO CUPS OF COFFEE, PER WORKDAY, AND ONLY FIVE GLASSES OF WATER, OR 40 OUNCES, ON AVERAGE, MAKING FOR A CAFFEINATED YET PARCHED WORKFORCE.  

THE MAIN CHALLENGES TO TRYING TO STAY PROPERLY HYDRATED, ACCORDING TO THE STUDY, ARE SIMPLY REMEMBERING TO DRINK THEIR WATER (50%) AND BECOMING TIRED OF PLAIN, UNFLAVORED WATER (32%).

Survey methodology:

Talker Research surveyed 2,000 employed Americans; the survey was commissioned by Hint Water and administered and conducted online by Talker Research between Jan. 17 and Jan. 21, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.