Water demand is growing worldwide, especially in densely populated areas, as a consequence of population growth [1] and urbanization [2]. The spatial concentration of water demand in urban areas is impacting demand magnitude, peak intensity, share between use sectors, and indoor and outdoor usage [3]. This, coupled with climate change and land use change, is intensifying the stress on finite water resources, creating both operational and environmental challenges to water supply. To cope with this evolving context, traditional supply and management schemes need to be adapted to meet future demand whilst preventing unsustainable resources exploitation. In this context, keeping into account geographical constraints and increasing marginal cost often limiting capacity expansion through infrastructural interventions [4], demand-side management strategies are key to complement supply-side interventions for securing reliable water supply as well as reducing shortages and overall utilities’ costs [5]. The potential of demand-side management interventions has been demonstrated in a number of works (see, for a review,[6] and references therein), especially in the last two decades, fostered by the promotion of several water saving programs worldwide, particularly in areas affected by prolonged droughts (eg, California [7]) or low-recharge periods (eg, Australia [5]).

Within the broad portfolio of demand-side management interventions that can be implemented (ie, technological, financial, legislative, maintenance, and educational), many recent works (eg,[8][9][10][11]) devoted attention to exploring the effect of behavioural change programs aiming at promoting water saving practices and increasing water awareness among users. Detailed investigation regarding behavioural interventions has been possible especially since the late 1990s, with the development of smart water meters [12], which enabled to monitor water consumption data with very high spatial (household) and temporal (from several minutes up to few seconds) sampling resolution [13]. Smart meters provide essential data to characterize the behavior of individual users and support the development of customized demand-side management interventions targeted on specific groups of users, and tailored to act on the drivers of their water consumption behavior. Indeed, a major role in forming the water demand is played by the behavior of water consumers, each potentially driven by diverse social and individual motivations and triggers. The achievement of an efficient water demand management depends on the aggregate effect of actions undertaken by several, diverse, individuals. This suggests that behavioural change programs built on customized demand-side management interventions can act on the specific drivers of users’ demand and promote water and environmental friendly behaviors ([14][15]).