When Americans wake up in the morning, they want one thing: a good hot shower.

A recent study commissioned by Noritz America, a tankless water heater manufacturer, showed that while shower styles varied, the demand for continuous hot water and strong water pressure is nearly universal. But so is the need to cut utility costs and save energy.

Consumers can cut operating costs up to 40 percent and help ensure that every shower is a hot one by shifting from conventional tank-type water heaters to a tankless unit, according to Jason Fleming, marketing manager for Noritz. He notes that instead of wasting energy and money by continuously heating stored water, tankless technology heats water strictly on demand, so homeowners pay to heat only the water they need. For more information about tankless water heaters, visit www.noritz.com/research.