Yorkshire Water has heaped praise on Bradford's residents for helping the company float towards the top of a water conservation league.

The latest research reveals that Bradford-based Yorkshire Water is the third most successful water company in the whole of England and Wales when it comes to encouraging customers to save water.

The study, by the Institute for Public Policy Research, discovered that Yorkshire Water spends an average of 3p per customer per year on saving water with the result that 1,190 millilitres are being saved per customer per day.

Only the Mid Kent and South West water companies fared better while other companies - some of which did not save a drop - have been criticised for not doing enough.

On average, 327 millilitres of water per customer per day was saved across England and Wales, with water companies spending 11p per customer per year.

In the past two years, Yorkshire Water has published a free calendar and a page on its website to promote water conservation. The company also encourages customers to apply for reduced-cost water butts and trigger guns for hosepipes.

This summer, the company ran a Flower Power campaign, attending summer shows and fetes to tell people simple things to do to reduce their water consumption.

Thousands of free devices were given out for customers to put in their toilet cistern to reduce the amount of water used with every flush.

A spokesman for Yorkshire Water said: "The results of this report are very pleasing and Bradford's residents have helped in this vital issue.

"Water conservation is a subject that we talk about at all times of the year and we have been providing information and advice for customers who want to find out more about how to reduce their water consumption for many years."

Yorkshire Water's volunteer speakers, invited to talk to community groups across the region, have spoken to more than 15,000 customers in the past three years, with emphasis placed on water conservation.

The Yorkshire Water spokesman continued: "Everyone can play their part and our business customers have also responded with great enthusiasm to water conservation, with the West Yorkshire Police and many others installing simple water-saving devices at their offices.

"And it's not just in the summer that we promote water conservation. As the weather turns colder we remind customers that insulation of their external taps and pipework in cellars and lofts could prevent bursts."

The Environment Agency's regional strategy manager, Phil Younge, said: "We encourage water companies to promote water conservation messages all year round, whatever the weather.

"While there are no water shortages in Yorkshire, it's still pleasing to see Yorkshire Water doing its bit to help customers save water by making water conservation cool again."

e-mail: will.kilner@bradford.newsquest.co.uk