As demand for water continues to rise rapidly and new sources of supply become scarcer, the conservation of water is increasingly important. Competition among water users affects irrigated agriculture in many arid and semiarid areas. These pressures will become more severe as water supplies are more fully utilized. Globally, agriculture accounts for 70 percent of water consumption, while industry accounts for 23 percent and households for 8 percent. In developing countries, agriculture accounts for an even higher share of 80 percent. Consequently, even small improvements in irrigation water-use efficiency can make significant quantities of water available to further irrigation or to other users. The World Bank's recently published Rural Strategy states that future investment priorities for agricultural water use will focus on improving the productivity of existing systems. This will not only defer the need for investment in new sources of water, but will also potentially protect natural resources and the environment by making water available for natural stream flows.