NINTH DELTIC NIGHT INDEX
Released: December 2018 | Data: October 2018 – December 2018
Peter Marks, Chief Executive, The Deltic Group
“This quarter’s reported highlighted that average spend on a night out has increased, by 8.9% to £67.05. This shows that, albeit less regularly, people are investing more into their nights out and increasing their spend to create the best late night experience.
This quarter also explored the interesting topic of safety on a night out; we looked into how safe individuals feel in certain situations, what would make them feel safer and the responsibilities surrounding personal safety. 90.4% of people deem safety an important factor when planning their night out. 47.9% and 50.6% of people agreed that increased visibility of venue security and knowledge of police presence, respectively, would increase their feeling of safety.
55.6% of people think it is their own responsibility to ensure their own safety on a night out, while nightclub operators and local councils are somewhat responsible as agreed by 19.0% and 10.0% of respondents.
These figures outline the importance of a cohesive relationship between operators, local councils and customers, in ensuring late night activity is responsible, safe and above all an enjoyable experience, something that here at Deltic we’re always strived to achieve. Clearly, when it comes to creating a healthy late-night economy, the focus needs to be on creating a night out that everyone can enjoy”
THE LATE NIGHT ECONOMY
- Total consumer spend on a night out is up 8.9% year on year, on average, at £67.05
- On average, Brits are going out 1.19 times per week, 6.2% less than a year ago
- The pub remains the most popular late night leisure activity, with 27.5% opting for this as their preferred choice
- Recommendations continue to be the most influential factor when people are choosing where to go on a night out, with 57.0% stating this up from 56.4% last year
SAFETY ON A NIGHT OUT
- 90.4% of people feel safety is an important factor when deciding how good a late night venue is
- 85% of respondents feel safe at a venue that provides security on the door, while 79.1% of people share this view on police visibility
- Increased lighting on streets was highlighted as something that would make individuals feel safer outside of a venue, with 59.6% of respondents agreeing with this
- The sentiment towards bodycams is positive, with nearly three quarters (74.1%) of people feeling happy about their use at late night venues
- Over half (55.6%) of people feel they are responsible for their own safety during a night out, while some feel it is the responsibility of nightclub owners (19.0%) and local councils (10.0%) to ensure their safety
HOW OFTEN DO WE GO OUT?
- 53.9% of people are going on a night out at least once per week, 2.3% fewer people than last quarter and a year-on-year decline of 6.2%
- This rises to almost two thirds (65%) of 18-21 year olds and 61.7% of 22-25 year olds
- A higher proportion of females are staying in than males, with 50.8% going out less than once a week compared to 40.4%
- On average, respondents are going out 1.19 times per week; 1.25 times for males, 1.13 times for females
- Those in Belfast are most likely to enjoy a night out in the week, with 63.5% of people going out one or more times a week
- Brighton sees the least amount of people participating in a night out, with 63.3% of respondents going out less than once per week
- 5.6% of those in the West Midlands are going out on a daily basis, the highest percentage across any region
HOW MUCH DO WE SPEND?
- Total consumer spend on a night out, on average, is up an impressive 8.9% year on year to £67.05 (2017: £61.58)
- Spending is up across all categories (food, transport, entry fees and drinks in the venue), with the exception of pre-drinks which is down 1.5% on last year
- Expenditure amongst males is slightly ahead of females, on average, at £68.75 versus £65.76
- 22-25 year olds are spending £71.65 on average, the most across all age groups, while 18-21 year olds are spending the least, and significantly less (£55.85)
- The cities with the highest average spend are:
- Belfast, £74.66 (up from £64.20 last year)
- Norwich, £73.53 (up from £62.51 last year)
- Glasgow, £71.13 (up from £65.51 last year)
- Southampton, £69.67 (up from £59.86 last year).
- The cities with the lowest average spend are:
- Sheffield, £60.91 (up from £59.11 last year)
- Cardiff, £61.66 (up from £50.75 last year)
- Nottingham, £64.52 ( up from £59.12 last year)
- Manchester, £65.04 (up from £60.33 last year
WHERE ARE WE GOING?
- The pub remains the most popular late night leisure activity, with 27.5% of respondents spending most money at an ale house. This is down 0.8% on the last quarter, but up 1.7% year on year
- The most active club goers are 18-21 year olds, with 27.6% preferring this late night activity
- This rises to 42.40% when including clubs and bars, with the next closest age group being 22-25 year olds at 34.6%
- 22-25 most preferred a night at the cinema, with 27.8% citing this as their late night leisure activity of choice
- In the following cities, the majority of people said they spent more money on clubs & bars than on any other late night leisure activity:
- Bristol (37.1%)
- Cardiff (35.7%)
- Glasgow (32.0%)
- Leeds (35.0%)
- Nottingham (28.6%)
- Sheffield (31.3%)
- Southampton (28.4%)
WHY DO WE GO OUT?
- Seeing friends remains the top reason for people going on a night out (69.9%), up on the last quarter (65.6%)
- This rises significantly to 78.4% amongst 18-21 year olds
- Females (35.9%) are much more likely to be on a night out to celebrate an occasion than males (28.4%)
- Less people are seeking potential partners from their night out in comparison to last quarter, at 7.8% compared to 8.2%
- Only 32.2% of 56+ year olds are going out to escape the stress of day to day life, versus 48.1% of 18-21 year olds
- Those in Bristol are most likely to go on a night out in order to see friends (77.6%) while those in Norwich are least likely (65.0%)
- Leeds was the city with the highest number of respondents looking for love, with 10.7% of people going on a night out to meet potential partners
- Over a fifth (21.2%) of people in Belfast were going on a night out to have a dance/exercise
HOW DO WE PLAN IT?
- Recommendations remains the most influential reason for respondent choice on where to go on a night out (57%)
- Only 8.7% of people choose where to go on a night out from people being tagged on Instagram, compared to 11.4% the year prior
- Fewer people are using Google searches to decide where to go on a night out than last year, with 17.4% of people citing this reason versus 21.7%
- 18-21 year olds are most likely to be influenced by promoters (20.3%) when planning their night out, and also celebrity appearances (9.7%)
- Recommendations are most important in Sheffield (78.0%) and least important in Brighton (45.0%)
- Of all the cities, those in Nottingham are most likely to refer to online reviews when planning their night out (28.3%)
- Those in Edinburgh are least responsive to celebrity appearances, with only 2.6% of people going on a night out to see a famous face
- Londoners (25.2% are the most likely to look on Google when planning a night out, while those in Sheffield a the least likely (10.2%)
HOW DO WE JUDGE A GOOD VENUE?
- Location stood out as the most important factor for respondents when judging how good a venue is for a night out, with 92.3% of people agreeing Location is either somewhat important or very important
- Price and Safety closely followed as the next most important factors when judging how good a venue is, with 90.5% and 90.4% of respondents agreeing, respectively, these are either somewhat important or very important
- Décor featured as the least important factor, with only 59.2% of respondents agreeing venuedesign is somewhat important or very important
- 18-21 year olds are most influenced by cost, with 56.8% stating that Price is a very important factor when judging a venue, compared to those 56+ of which only 40.0% share this view
- Those in Sheffield place the highest importance around Safety, with 94.9% of people agreeing this is an important factor when judging how good a venue is
- Most living in Cardiff (93.6%) find that the Music in a venue is either somewhat important or very important factor when judging how good it is
- Liverpudlians place the least importance on Price as an influencer, with 82.4% agreeing this is an important factor when deciding how good a venue is, compared to 96.2% of those in Belfast
WHOSE RESPONSIBILITY IS IT?
- Over half of people (55.6%) agree that they are responsible for their own safety during a night out
- More females agreed they are responsible for their own safety, with 56.2% taking this view versus 54.8% of males
- A smaller portion of those aged 22-25 agree with this view, with 48.8% stating that they are responsible for their own safety
- Of all age groups, those aged 56+ are least likely to place accountability on local councils for their safety, with only 6.3% taking the view that local services are responsible for their safety
- Overall, least responsibility was placed on transport operators for the safety of individuals on a night out, with only 4.6% agreeing public transport and taxi operators are most responsible
- 19.0% of people agreed that nightclub owners are most responsible for an individuals safety during a night out, rising to 21.5% of 22-25 year olds
WHAT WOULD MAKE US FEEL SAFER?
- Over half (50.6%) of people agreed that the knowledge ofpolice presence outside would make them feel safer inside a venue
- This figure increases slightly amongst female respondents (52.1%) and decreases amongst males (48.7%)
- More females (49.2%) also felt that increased visibility of venue security would make them feel safer inside a venue, compared to 46.2% of males
- Amongst all age groups 18-21 year olds most strongly felt that free bottled water for customers leaving a venue would make them feel safer (51.3%), followed by 26-30 year olds (43.0%)
- Outside a venue, 59.6% of respondents said that increased lighting on streets would make them feel safer, with the next factor most strongly agreed on being increased policing of the area (54.1%)
- The provision of phone charging points (38.3%) and emergency phones (32.1%) were cited as factors that would make feel females feel more safe outside a venue, compared to males of whom 19.1% and 20.4% agreed, respectively
- 18-21 year olds were the strongest advocates for increased medical services professionals in the area, with 35.8% agreeing this would make them feel safer outside of a venue