A split has been identified in the social habits of Generation Z versus Millennials that could have major implications for how hospitality businesses attract customers in future, according to The Deltic Group’s latest Deltic Night Index.
The research found that Generation Z favour interacting in real life to social media – nearly 72% of 18-21s, compared with nearly 57% of 22-25s and almost 70% of respondents overall.
Peter Marks, chief executive of The Deltic Group, said the research suggested there were some differences between Generation Z and Millennials when it came to social media and the late-night economy.
“As more Gen Z become adults, it will be increasingly important for night-time operators to recognise and respond to these differences,” he said.
For 70% of Brits, going out and connecting with people in real life is more important than connecting with people on social media
A quarter of Brits said the majority of their social life took place on a night out – and this was the most popular response. But almost the same number said the majority of their social life took place online/via social media. The next most popular response was the workplace.
A majority of 22-25s felt that a night out was very or somewhat important for sharing their experience on social media compared with almost 40% of 18-21s and 34.6% national.
And almost 35% of 22-25s and 34% of 26-30s said they posted on social media every time they went for a night out compared with 20% nationally and 22% of 18-21s.
The quarterly research project also found that average spend on a night out has climbed 18.8% year-on-year to £70.56 as the range of late-night leisure options broadens.
Marks said it was always good to see an increase in consumer spend, but what was notable here was that there was a more even spread in terms of where Brits are spending their money.
“For the first time we’ve seen a notable decline in the number of respondents that said they spend it at the pub though it remains the most popular, and we’re continuing to see an increase in spend at the cinema.
“I think this is reflective of the evolving mix available in the night-time economy, with more well-invested destinations, which is only a good thing.”