FIFTH DELTIC NIGHT INDEX
Released: November 2017 | Data: August 2017 – October 2017
Peter Marks, Chief Executive,
The Deltic Group
The latest Deltic Night Index is our fifth and our first to show year on year data, giving a useful insight into how UK consumers’ habits are developing.
Much that is reported around our high streets and spending habits paint a bleak picture of scaling back on going out and spending, but for the late-night industry, there is much to celebrate: Britain’s late night sector continues to thrive as consumers continue to look for meaningful, fun, shareable experiences.
Average spend is up both quarter on quarter and year on year 9.5% to £61.58, and within this, there has been a 11.1% increase in drinks-in-venue spend. Countering this is the fact that consumers are going out less on average, illustrating the trend towards premiumisation and wellbeing, as illustrated in previous reports.
Halloween’s popularity continues in earnest, with the number of those who plan to celebrate the holiday rising 8.5% on last year. This is something we’ve seen first-hand– Deltic’s trading over the Halloween period saw total admission rise by more than 6%.
Philip Kolvin QC, Licensing Lawyer and Author of ‘Manifesto for the night time economy’
The striking growth in spend and frequency may reflect two trends. The first is the increasing tendency for consumers to buy experiences rather than things. The second is their quest for difference, whether premium products or imaginative settings, making their night out stand out.
This bodes well for those operators who aspire to meet the needs of a more discerning clientele by providing top end service, ambience and products at affordable prices. Conversely, in this rapidly developing market, those relying on tired, familiar models will find themselves squeezed.
THE LATE NIGHT ECONOMY
• Average spend was up by 9.0% on the same period last year, from £56.48 to £61.58. This also represents a 14.8% – almost £10 – rise on the last quarter, from £53.63
• 60.1% of consumers are going on a night out at least once week. This is up 1.8% from 58.3% for the same period last year, and from 43.2% on the last quarter
• Almost half (49.5%) of 18-25 year olds spend more money on clubs and bars each month than on other forms of late night leisure
• There has been an 11.1% increase in spending on drinks in the venue when compared to the same period last year (from £16.22 to £18.02)
• 82% of 18-21 year olds go on a night out at least once a week. This is up 10% from last year.
HALLOWEEN AND THE LATE NIGHT ECONOMY
• Nearly 70% of Brits planned to celebrate Halloween in 2017, this up 8.5% from 2016
• Average planned spend on Halloween has increased by 7.2% from the previous year, from £33 to £35.36
• Fancy dress continues to be a big draw for the second year running, with a quarter (25.1%) of respondents saying they look for a fancy dress theme from their chosen venue
• Again, for the second year this was higher amongst women than men, with 31.1% compared to 18.9% respectively
FREQUENCY OF LATE NIGHTS
Going out remains very much on the agenda, with the percentage of Brits going on a late night out at least once a week at an all-time high since the Deltic Night Index was first published in October 2016.
• 60.1% of consumers are going on a night out at least once a week. This is up from 43.2% in the last quarter, and 58.3% from the same period last year
• 82.0% of 18-21 year olds go on a night out at least once a week. This is up 10% from last year
• 64.2% of 18-21 year olds, 57.9% of 22-25 year olds and 50.3% of 26-30 year olds are going out up to 3 times a week
• Just over two fifths (40.8%) of Brits aged 46-55 go on a night out once a week
LATE NIGHT ECONOMY SPENDING BY LATE NIGHT
Over the past 12 months pubs have remained the late night leisure activity that Brits spend the most money on each month, however this shifts among younger people to clubs.
• 33.8% of people say they spend more money on pubs than other form of late night leisure each month. Though this is up from 25.8% for the previous quarter, it is the same figure as this time last year
• The pub is most popular among 46-55 year olds, with 44.5% spending the more money on pubs than other forms of late night leisure
• Over a third (35.8%) of Brits spend more money on bars and clubs than on other forms of late night leisure, this is up 5.6% from 30.2% for this time last year
• Almost half (49.5%) of 18-25 year olds spend more money on clubs and bars each month than other forms of late night leisure. This is up from 47.1% this time last year and 45.3% on the last quarter
• Almost a third (32.0%) of 18-21 year olds state that they spend the majority of their late night budget in clubs, this remains largely in line with they previous year (35%)
• Over 1 in 5 Brits (23.0%) aged 22-25 spend the most money in clubs each month
• 16.0% of Brits spend the most money in the cinema each month – this goes up to 26.2% among 18-21 year olds
LATE NIGHT ECONOMY SPENDING BY LATE NIGHT
ACTIVITY: REGIONAL BREAKDOWN
Though in most cities the majority of people spend the most money in pubseach month, other activities are still popular and this differs across cities.
• People from Leeds (49.5%), Bristol (45.2%) and Liverpool (41.8%) are most likely to spend more money on pubs than other forms of late night
• Bars were more popular in Glasgow, Nottingham and London than in other cities, with 25.4%, 25.0% and 20.2% respectively spending more money in bars each month
• Almost quarter of people from Plymouth (23.3%)*, Sheffield (22.7%)* and Birmingham (21.0%) spent the most money in clubs each month
• The cinema was a more popular activity in London, Southampton and Manchester than other cities, with 21.2%, 19.4% and 17.2% spending the most money on this each month respectively
• Top five cities with highest spend for 2017: Brighton (£66.82), Bristol (£66.40), Glasgow (£65.51), London (£64.85) and Belfast (£64.20)
*Please note that these sample sizes are less than 50
LATE NIGHT SPEND MIX
Average spend on a night out is up from last quarter in every aspect, from predrinks to transport and drinks in the venue.
• Average spend was up by 9.0% on the same period last year, from £56.48 to£61.58. This also represents a 14.8% – almost £10 – rise on the last quarter, from £53.63
• Average spend rises to £67.60 and £67.22 amongst 26 – 30 year olds and 31 – 45 year olds respectively
• There has been an 11.1% increase on spending on drinks in the venue when compared to the same period last year (from £16.22 to £18.02). There is little change on the last quarter
• Brits are also spending more on pre-drinks. With an average spend of £11.46, this is up 20.9% from £9.48 in the same period last year and 22.8% from £9.33 in the last quarter
• People are spending almost half as much (48.6%) on entry than in the last quarter, with average spend rising from £5.08 to £7.55, however there is little year-on-year difference
• 1 in 7 people spend over £30 on drinks in a venue
LATE NIGHT SPEND MIX: REGIONAL BREAKDOWN
Drinks in the venue
*Please note that these sample sizes are less than 50
LATE NIGHT TIMINGS
When compared to last year, the average length of a night out for those aged 18-30 has increased.
• 87% of respondents stay out for up to 6 hours, a 4.4% increase on the last quarter and a 1% decrease on the previous year
• The age group that stays out the longest, on average, are 22-25 year olds with their nights out lasting 5 hours 12 minutes (an increase of 2 hours 2 minutes from 2016) followed by 26-30 year olds (an increase of 1 hour 41 minutes from 2016) who tendto stay out for 4 hours 59 minutes
• Overall, 18 to 21 year olds spend 18-21 year olds tend to stay out on average, 4 hours 38 minutes hours, an increase of 1 hour 30 minutes since the same time last year
• When compared to the previous year, the number of 22-25 year olds going out on night out that lasts between 5-6 hours increased by 3.7%. It also increased by 4.1% for those aged 46-55 and 9.7% for those aged 56+
• For 34% of 18-21 year olds, an average night out lasts 3 – 4 hours, a 5% decrease from last year
• For 19.10% of 22-25 years the average night lasted 7-8 hours, an increase of 8.8% on last year. There was also an increase in the number of 26-30 year olds (3.3%) that stayed out between 7-8 hours
PLANNING A LATE NIGHT
Though word of mouth continues to be the biggest driver of choice when deciding where to go on a night out, the data reflects the fact that we are living in an increasingly online world, with factors such as Facebook, online reviews and google searches steadily climbing in importance
• The top 5 ways respondents choose where to go when planning a night out are:
• Recommendations (56.4%, -1.5% on this period last year)
• Friends being tagged on Facebook (26.6%, +4.3% on this period last year)
• Google search (21.7%, +1.6% on this period last year)
• Online reviews (19.9%, +3.2% on this period last year)
• Club photos (16.4%, +4.6% on this period last year, and a new entry to top 5)
• When planning a night out, just over half (54%), a decrease of 11% on 2016, of 18-21 year olds choose where to go via recommendations.
• When planning a night out, promoters continue to be a key way to reach 18-21 year olds, with 22% (23% in 2016) choosing where to go via promoters.
WHY DO WE GO OUT
We continue to be a stressed nation, with almost half of Brits (44.3%) citing they go on a night out to escape the stresses of day to day life. However, seeing friends remains the top reason people go on a night across all ages.
• This data revealed that seeing friends is the most popular reason for a late night out across all ages, with 68% of Brits citing it as their main reason. This was a 2% increase from last year but 3.4% decrease on the last quarter
• Nearly half (49.20%) of those aged 26-30 stated escaping the stresses of day to day life as the top reason to go out
• A quarter of those aged 22-25 responded that they went out on a late night to have a dance/exercise compared to just 4% of those aged 56+
• There was a 3% increase, when compared to last year, of people who cited meeting potential partners as the top to go out on a late night
WHO DO WE GO OUT WITH?
The data has shown for the second year that the younger generation prefer to go in larger groups, usually in groups of 4 or 5. It also reveals that as a nation we continue to prefer to go out in mixed gender groups. This is particularly true for the younger generation.
• Almost a third (29.1%) 18-21 year olds go out in groups of 5-6, this remains unchanged from 2016
• 1 in 10 Brits aged 56+ (10.1%) will go on a night out by themselves
• These figures are largely consistent across the UK with most choosing to go out with groups of 4 or 5 people
• When compared to last year, there has been on average 5% increase in the number of people going out in mixed gender groups of friends across all ages. This has increased by 6% amongst men and 9% amongst women
• Across all ages the most popular choice is to go out with a mixed gender group of friends
Halloween is growing in popularity, with 8.5% more Brits planning to celebrate the event this year, compared to last year’s 60.9%. There was also an increase of those opting to celebrate Halloween at a club.
• Pubs and clubs have increased in popularity as locations to spend Halloween:
• 10.9% plan to celebrate at the pub
• There was a 3.8% increase in the number of 18-21 year olds planning to celebrate Halloween in a pub (12.9%) when compared to last year’s figure of 9.1%
• 15.2% of those surveyed planned to celebrate at a club, whether pre-booked or chosen on the night, an increase of 1.2% from the previous year
• 35.0% of 18-21 year olds plan to celebrate Halloween at a club, a 2.8% increase on last year’s figure of 32.2%
• 29% of 22-25 year olds plan to celebrate Halloween at a club, a 3.4% increase on the previous year of 25.60%
• Trick or treating has also become much more popular, with an increase of 4% (to 10.5%) in the number of people opting to do so to celebrate Halloween this year compared to last year
• The cinema also gained popularity as a location to celebrate the holiday, increasing from 2.7% in 2016 to 3.5% in 2017
HALLOWEENS: DRIVERS OF CHOICE
Great entertainment and music, as well as the opportunity to dress up in fancy dress, continue to be a big draw for those celebrating Halloween.
• Top 5 things Brits look for from a night out at Halloween
• Great music/entertainment (25.7%, +2.8% from this time last year)
• Dressing up (25.5%, +0.4% from this time last year)
• Affordability (cheap drinks, entry etc) (24.9%, +1.8% from this time last year)
• Something for all the family (inc. children) (18.7%, +3.8% from this time last year)
• Somewhere close to home (18.5%, +3.4% from this time last year)
• Perhaps unsurprisingly, affordability is a key factor for 18-30 year olds, with 41.3% stating this is something they look for
• Dressing up is most popular amongst 18-21 year olds, with 40.4% saying they look for it when looking at where to celebrate Halloween, followed by 38.6% of Brits aged 26-30, and 35.2% of those aged 22-25
• Interestingly, having something for all the family (including children) is the most important factor amongst 26-30 year olds, with 31.0% stating this. This figure then decreases as the age of respondents increases
PLANNING A HALLOWEEN NIGHT OUT
Brits continue to be spontaneous when it comes to Halloween, with 37.6% of respondents deciding how to celebrate on the day itself.
• This figure is down 0.4% on last year
• 42.7% of men plan on the day itself, compared to 33.2% of women
• The second most popular time to make plans is 4-6 days in advance (14.8%), followed by 2-3 days in advance (14.0%)
• 7.7% of Brits start to make plans one month before, a 1.2% decrease on the previous year
• Those in Edinburgh are more likely to plan on the day (43.0%) than those in other cities
• Residents in Norwich, Southampton and Belfast are more likely than those in other cities to start planning their Halloween celebrations a month in advance (10.9%, 10.4% and 10.3% respectively)
• Those in Plymouth and Sheffield are most likely to start planning a week before Halloween, with 16.5% in each city
• Almost a fifth of those in Leeds (19.3%), Birmingham (18.8%) and Brighton (18.6%) start planning for Halloween 4-6 days in advance
LATE NIGHT SPEND: HALLOWEEN
Average spending on Halloween has increased by 7%, demonstrating that it continues to a popular night out across all ages, and suggesting that leisure operators have an opportunity to capitalise on the event.
• Average spend on Halloween has increased by 7.2% from the previous year, from £33 to £35.36
• 15% of Brits plan to spend £31-40 on Halloween, an increase of 3.5% from last year
• Almost 1 in 10 (9.8%) Brits said they will be spending between £41-£50 on Halloween with 6.0% saying they will be spending between £51 – £60. This is up 1.2% and 1.4% on the previous year
• The cities to spend the most on Halloween are: Edinburgh (£49.30), Belfast (£44.14) and Leeds (£43.81)
• The regions to spend the least on Halloween are: Cardiff (£26.86), Southampton (£28.68) and Liverpool (£30.88)
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.
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.
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.
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.
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.
FOURTH DELTIC NIGHT INDEX
Released: August 2017 | Data: May 2017 – July 2017
THIRD DELTIC NIGHT INDEX
Released: June 2017 | Data: February 2017 – April 2017
SECOND DELTIC NIGHT INDEX
Released: February 2017 | Date: November 2016 – January 2017
FIRST DELTIC NIGHT INDEX
Released: October 2016