Assessing water savings in households using efficient devices and how savings vary between different sectors of the community requires high resolution end use water consumption data (i.e. disaggregating water use for showers, toilets, clothes washers and garden irrigation etc.). This paper reports selected findings from the Gold Coast Residential End Use Study (Australia), which focussed on the relationship between a range of socio-demographic and household stock efficiency variables and water end use consumption levels. A mixed methods approach was executed using qualitative and quantitative data. The study provided evidence as to the potential savings derived from efficient appliances as well as socio-demographic clusters having higher water consumption across end uses. The payback period for some water efficient devices was also explored. The study has implications for urban water demand management planning and forecasting.