While women stereotypically get a lot of flack for spending a long time in front of the bathroom mirror, new research has found that men are actually the vainer sex.  

Yorkshire-based lifestyle brand Avaj surveyed 1,000 British people on their grooming habits and found that guys look at their reflection 23 times a day. 

In contrast, women told the luxury male website that they glanced in the mirror 16 times per day. 

Male participants revealed they 'mainly' looked at their appearance to admire themselves and the body parts they like the most. 

Conversely, the majority of women surveyed said they looked at their appearance for reassurance that they look OK. 

The female respondents added that they spent in front of the mirror looking at the body parts they are the most self-conscious about. 

On average men spent 10 minutes per day looking at their reflection which amounts to almost six and a half days per year. 

Eleven per cent of male respondents confessed to mirror gazing over 30 times a day.

Eighty-two per cent of men agreed that maintaining a good personal appearance was a key prerogative.

Dominating the list of body parts men were most happy with was arms (76 per cent), followed by legs (54 per cent), smile (49 per cent), eyes (43 per cent), and hair (38 per cent).

The survey also found that two thirds of men (67 per cent) revealed they had three or more cosmetic products, suggesting that men no longer wish to grow older gracefully.

A third of men (34 per cent) had confessed to using a female friend or family member's cosmetic products at least once, whilst one in 10 (9 per cent) said they used cosmetic products targeted at women regularly.