Deltic Night Index

EIGHTH DELTIC NIGHT INDEX

Released: September 2018

Download the latest Deltic Night Index here

FOREWORD
Peter Marks, Chief Executive, The Deltic Group

“This quarter’s Deltic Night Index shows that consumers are happy to spend both time and money on a good night out. But what’s interesting is that the data highlights the importance of experience over convenience: almost 20% of consumers dodge their local town when they want to go on a good night out, while a further 24.3% choose to go out in their home town only occasionally. The reasons for this are varied but unsurprising: 27.3% don’t think the nightlife offering in their own town is diverse enough and 15.6% think the nightlife in their local town finishes too early.
With an average spend of £56.25, and with 56.2% of consumers going out at least once a week, many local towns are missing a trick by not providing a good late-night leisure offering, and boosting their economies as a result.
The first step towards rectifying this is for operators and local councils to work together around investment, licensing and security to create a solution which is beneficial for everyone. Only then can we ensure that everyone feels able to enjoy a great night out closer to home.”

HEADLINE FINDINGS
THE LATE NIGHT ECONOMY
  • Total spend on a night out is £56.25, down from £59.40 last quarter and £59.66 this time last year
  • The average late night out is now shorter than it was a year ago, at 4 hours 34 minutes
  • Over half (56.2%) of Brits go on a night out at least once a week – this is up from 54.5% last year
  • The pub continues to be the late night leisure activity that most Brits (28.3%) spend the most money on each month (up from 25.8% last August, and 26.3% last quarter)
  • Seeing friends continues to be one of the most popular reasons we go out, with 65.6% of respondents highlighting this – though this is down from 71.5% last year
  • Recommendations continue to be the most influential factor when people are choosing where to go on a night out, with over half (54.5%) stating this – however this is down from 60.8% last year
TRAVELLING ON A NIGHT OUT
  • A fifth (19.5%) of respondents usually go outside of their local town for a good night out. This goes up to a quarter (25.5%) of 22-25 year olds
  • A further one in four (24.3%) are as likely to travel outside of their town as they are to go to their local town for a good night out. This goes up to 26.7% among 26-30 year
    olds
  • Only 56.2% of all respondents would usually choose their local town for a night out over another location.
  • When asked why they would choose to go out outside of their local town:
    • A third (33.1%) said it was because “my local town does not offer a diverse nightlife”
    • Almost a fifth (18.9%) said it was because the nightlife in their local town finishes too early
    • 15.8% felt their local town was too expensive
  • This changes amongst 18-25 year olds:
    • 40.5% (compared to 33.1% across all respondents) do so because their local town does not offer a diverse nightlife
    • 26.3% (compared to 18.9% of all respondents) do so because the nightlife in their local town finishes too early
  • Respondents are willing to spend 92 minutes travelling to a live music event, 51 minutes to a good club, and 42 minutes to a good pub for a good night out

HOW OFTEN DO WE GO OUT?
  • Over half (56.2%) of Brits go on a night out at least once a week – this is up from 54.5% last year
  • This goes up to over two thirds of 18 – 25 year olds (72.2%)
  • More men (62.9%) go out at least once a week than women (51.2%)
  • 7.9% of respondents said they go on a night out 4-6 days a week – up from 4.3% this time last year
  • More than one in ten (12.5%) 18 – 30 year olds go on a night out 4-6 days a week

REGIONAL BREAKDOWN
  • Respondents in the following cities were most likely to go out at least once a week:
    • Birmingham, 64.2% (up from 54.6% last year)
    • Manchester, 64% (up from 56.3% last year)
    • Sheffield, 60.4% (down from 61.4% last year)
  • Respondents in the following cities were least likely to go on a night out at least once a week:
    • Edinburgh, 41.3% (down from 43.4% last year)
    • Nottingham, 44.0% (up from 39.8% last year)
    • Southampton, 45.7% (up from 43.0% last year)

HOW MUCH DO WE SPEND?
  • Brits spend an average of £56.25 on a night out (this includes pre-drinks, food, transport, entry fee and drinks in the venue)
  • Average spend is down from £59.66 last year
  • 26-30 year olds spend most on a night out (£65.09), followed by 31-45 year olds (£61.85), and 22- 25 year olds (£59.73
  • Spend on pre-drinks has had the biggest fall, down 17.3% to £8.96, whilst spend on food and drinks in the venue is only down 4.2% and 7.1% respectively, to £13.62 and £17.56

 

REGIONAL BREAKDOWN
  • The cities with the highest average spend are:
    • Glasgow, £61.40 (down from £67.02 last year
    • Birmingham, £59.75 (up from £57.07 last year)
    • Liverpool, £58.34 (down from £60.24 last year)
    • London, £57.61 (down from £60.85 last year)
  • The cities with the lowest average spend are:
    • Cardiff, £50.13 (down from £62.60 last year
    • Sheffield, £50.45 (down from £57.79 last year)
    • Bristol, £51.27 (down from £59.63 last year)
    • Newcastle, £52.32 (down from £58.44 last year)

WHERE ARE WE GOING?
Respondents were asked what type of late night leisure they spend the most money on each month.
  • The pub continues to be the late night leisure activity that most Brits (28.3%) spend the most money on each month (up from 25.8% last August, and 26.3% last quarter)
  • 42.5% of 18-30 year olds say they spend the most money in clubs or bars each month, compared to a national average of 30.8%
  • 15.5% of respondents said they spent the most money at the cinema each month. This goes up to a quarter of 18-21 year olds and 22-25 year olds (24.5% and 25.1% respectively)

REGIONAL BREAKDOWN
  • In the following cities, the majority of people said they spent more money on clubs and bars than on any other late night leisure activity:
    • Liverpool (42.9%)
    • Cardiff (38.4%)
    • Newcastle (38.0%)
    • Nottingham (35.0%)
    • Brighton (33.9%)
    • Manchester (32.7%)
    • Leeds (32.6%)
    • Southampton (30.7%)
    • London (29.4%)
    • Bristol (25.9%)

WHO DO WE GO OUT WITH?
  • The majority of respondents go on a night out in groups of four (26.9%) or 5-6 (23.2%). There is little change year on year
  • The majority of 18-30 year olds (29.7%) usually go on a night out in groups of 5-6
  • The majority of us are still most likely to go out with a mixed gender group of friends (42.6%). This is down from 47.8% last year
  • The percentage of Brits that go on a night out with their partner has increased from 13.3% last year to 18.7%

REGIONAL BREAKDOWN
  • Going out in larger groups (5-6 people) is more popular in Sheffield (31.7%), Nottingham (31.2%), and Leeds (27.1%) than in other cities
  • Those in Brighton are most likely to go out with a mixed group of friends (50.0%), compared to 37.9% of those in Cardiff

WHY DO WE GO OUT?
  • Seeing friends continues to be one of the most popular reasons we go out, with 65.6% of respondents highlighting this – though this is down from 71.5% last year
  • Once again escaping the stress of day to day life is the second most popular reason, with 44.6% of respondents selecting this, followed by celebrating an occasion (33.0%). There is little change year on year
  • 17.7% of respondents said they go out to have a dance or exercise, up from 15.5% last year
  • 17.6% said they go out for the music / theatre, up from 15.2% last year
  • Those aged 18-21 years old are most likely to go out to meet a potential partner (13.1% compared to the national average of 8.2%)

REGIONAL BREAKDOWN
  • Those in Sheffield put the most importance in going on a night out to celebrate an occasion, with 42.9% selecting this as a main reason they go out – more than those that said they go out to escape the stress of day to day life (39.7%)
  • Residents in Norwich are more likely than those in other cities to go on a night out to meet a partner, with 15.7% selecting this. In comparison, those in Newcastle are least likely to (2.5%)
  • Almost a quarter (24.1%) of respondents in Southampton said that to have a dance or exercise is one of the main reasons they go out, as did 22.7% of those in Liverpool and 21.1% of those in Nottingham

HOW DO WE PLAN IT?
  • Recommendations continue to be the most influential factor when people are choosing where to go on a night out, with over half (54.5%) stating this – though this is down from 60.8% last year
  • Friends being tagged on Facebook is still the second most influential factor, with over a quarter (25.9%) citing this – there is little change year on year
  • The biggest demographic difference is between men and women. 58.0% of women said recommendations were important, compared to 49.9% of men, and 28.1% cited friends being tagged on Facebook, compared to 23.0% of men
  • In contrast online reviews and celebrity appearances have all increased in importance. 19.2% of Brits cited online reviews as a key factor (up from 15.3% last year) and 6.8% selected celebrity appearances (up from 3.9%)

REGIONAL BREAKDOWN
  • Recommendations are most important in Plymouth (67.2%) and least important in Cardiff (40.9%)
  • Friends being tagged on Facebook is more important in Brighton (33.3%) than any other city, and least important in Bristol (19.4%)
  • Online reviews carry most sway in London (25.4%) and least in Cardiff (9.1%)
  • Google searches are more important a factor in Brighton than any other city, with 28.3% of respondents citing this, and least important in Cardiff (7.6%)
  • Celebrity appearances are more important in Birmingham (9.1%) than any other city, and least important in Edinburgh (1.3%)

 


WHERE ARE WE GOING OUT?
Of those that go on nights out: 
  • A fifth (19.5%) said that they usually go outside of their local town for a good night out. This goes up
    to a quarter (25.5%) oF 22-25 year olds
  • A further one in four (24.3%) split where they go out equally between staying in their local town and
    travelling to another. This goes up to 26.7% among 26-30 year olds
  • Only 56.2% said that they always go out in their local town
  • Respondents from Glasgow are most likely to go on a night out outside of their local town, at 27.2%, followed by Birmingham (26.2%).
  • In contrast, respondents in Plymouth are least likely to travel outside of their local town (2.0%), followed by Brighton (13.5%)

 

HOW FAR WILL WE TRAVEL, AND HOW?
  • For a good night out, Brits are willing to travel:
    • 92.23 minutes to a live music event
    • 51.5 minutes to a club
    • 42.39 minutes to a bar
    • 40.73 minutes to a cinema
    • 39.21 minutes to a pub
  • The data shows we are most willing to spend time travelling to a live music event, followed by a club and then a bar
  • Taxis are the most popular form of transport for a night out – 34.0% of respondents said they get some form of taxi on their way out, and 51.3% use some form of taxi on their way back
  • On the way to a night out, buses follow taxis as the most popular form of transport (15.3%), then the train (14.0%)


WHY WOULD YOU TRAVEL FURTHER?
Of those that said they do go on a night out outside of their local town:
  • A third (33.1%) said they do so because their local town does not offer a diverse nightlife. This goes up to 38.8% among 18-30 year olds
  • 18.9% said it is because the nightlife in their local town finishes too early. This goes up to 25.7% of 18-21 year olds and 28.5% of 22-25 year olds
  • 15.8% said it is because it is too expensive to go out in their local town
  • 12.1% of respondents said they go outside of their local town because they don’t feel safe in their local town
  • Almost a third (28.6%) go out outside of their local town because their friends don’t live locally
  • 44.4% will travel outside of their local town for a specific event

 

REGIONAL BREAKDOWN

 


CENSUSWIDE METHODOLOGY
SAMPLING THEORY:
The Censuswide panel was originally recruited via sampling specialists and since has grown organically. Panellists can opt to answer all surveys – but will be filtered out if a survey is not relevant to them. Panellists are also invited to participate in surveys via a newsletter.
All surveys are incentivised according to the specialism of the panel, rewards include; points for prizes, cash and air miles all of which vary in value depending on the survey length.
REGISTRATION:
When joining the panel, each member is double opted in (an opt in and validation process) as well as completing a profiling questionnaire – which we then use to store their relevant information and are able to target specific sectors easily.
ACCURACY OF PANEL:
Our panel is monitored to remove any ‘career respondents’. We pay special interest in any respondents who are seen to be completing surveys at speed or are entering contradictory data and they will be removed from the panel if they are found to be giving false data.
QUESTION TYPES:
Text, pictures, video and audio can be included in the survey – the question types include single and multiple response, sliding scales, grids and open ended questions.
REPORTING:
We can provide the data in a variety of formats – Word, Excel, PowerPoint, SPSS.
As standard, you will receive four demographic breakdowns as part of the survey package and providing they have been requested beforehand, we can also offer a wide range of splits, varying from household income to which supermarket the respondent shops in.
Additional graphs and charts are also available on all surveys by request.
ACCREDITATION:
Censuswide.com complies with the MRS Code of Conduct (2010) which is based upon the ESOMAR principles (for more information visit www.esomar.org)
The main principles for the code are:
1. Market researchers will confirm to all relevant national and international laws.
2. Market researchers will behave ethically and will not do anything which might damage the reputation of market research.
3. Market researchers will take special care when carrying out research among children and other vulnerable groups of the population.
4.  Respondents’ cooperation is voluntary and must be based on adequate, and not misleading, information about the general purpose and nature of the project when their agreement to participate is being obtained and all such statements must be honoured.
5. The rights of respondent as private individuals will be respected by market researchers and they will not be harmed or disadvantaged as the result of cooperating in a market research project.
6. Market researchers will never allow personal data they collect in a market research project to be used for any purpose other than market research.
7. Market researchers will ensure that projects and activities are designed, carried out, reported and documented accurately, transparently, objectively and to appropriate quality.
8. Market researchers will conform to the accepted principles of fair competition.

SEVENTH DELTIC NIGHT INDEX
Released: May 2018
Deltic Night Index – May 2018
SIXTH DELTIC NIGHT INDEX
Released: February 2018 | Data: November 2017 – January 2018
Deltic Night Index – February 2018
FIFTH DELTIC NIGHT INDEX
Released: November 2017 | Data: August 2017 – October 2017
Deltic Night Index – November 2017
FOURTH DELTIC NIGHT INDEX
Released: August 2017 | Data: May 2017 – July 2017
Deltic Night Index – August 2017
THIRD DELTIC NIGHT INDEX
Released: June 2017 | Data: February 2017 – April 2017
Deltic Night Index – June 2017
SECOND DELTIC NIGHT INDEX
Released: February 2017 | Date: November 2016 – January 2017
Deltic Night Index – February 2017
FIRST DELTIC NIGHT INDEX
Released: October 2016
Deltic Night Index – October 2016