Americans spend a lot of time cleaning, and the act of cleaning also consumes their daily thoughts and overall happiness, finds a new survey from Viva Brand. In fact, 60 percent of Americans do a deep spring clean every year and 47 percent of Americans spend between two and three hours a week cleaning their homes. 

Viva Brand understands that for those who embrace the unbeatable feeling of clean, it's always top of mind:

  • Nearly 20 percent of respondents think about cleaning more than what they'll wear the next day, or their favorite TV show; fifteen percent think about cleaning more than what's for dinner.
  • About one in five (21 percent) people say having a clean house makes them happier than sleeping in, while nearly one in five (19 percent) millennials and Gen Xers prefer a clean house to dinner at their favorite restaurant.
  • Over one in ten people (12 percent) say a clean house makes them feel better than going on vacation.
  • Over half of all Americans (52 percent) say they judge people's homes based on how clean the bathroom is.
  • Millennials are the most likely to clean before parents and in-laws come over (42 percent vs. 33 percent total) or before a date (24 percent vs 14 percent total).

"Viva Brand rethinks what it means to be clean with cloth-like towels that aren't limited to spills on a counter; they're built for tough messes in kitchens, bathrooms and other surfaces throughout the home," said Jennifer Nobui, general manager for Viva Brand. "Our towels are made for the highest standards of clean."

The paper towel brand has just unveiled a new packaging look and improved paper towels that clean like cloth: Viva Multi-Surface Cloth, a stronger, softer and more absorbent; and Viva Signature Cloth, which is soft like cloth and durable enough to tackle any mess. Viva also launched Viva Pop-Ups, the soft and strong cloth-like towels in a convenient portable box.