Visiting the pub remains number one out-of-home leisure activity

Visiting the pub remains the number one out-of-home leisure activity for UK adults, a new study by Carlsberg UK has revealed.

The research, which questioned 1,800 adults across the UK in August, found that a significant 34% of consumers choose to frequent pubs compared to 31% visiting retail locations, 30% choosing coffee shops and 20% using the gym. Restaurants ranked at 17%, with 6% visiting the cinema.

The study found that pub and bar visits have stabilised since the recession and are now in a period of growth, with 34% of consumers choosing the pub as a weekly leisure pursuit, up from 33% in 2010, and level from 34% in 2012.

The findings, which are taken from the Carlsberg UK Consumer Insights Report 2014, found that pubs are popular across a variety of demographics, and rather than diminishing, weekly pub visits have risen 1% since 2010.

The pub is proving particularly appealing to singles between 36-54 years old (those visiting weekly has increased 5%), families (up 3%), and those whose children have grown up and fled the nest (up 2%).

But the report backed up recent claims that the consumption of alcohol is becoming less important to younger people, with the popularity of pubs and bars among 18-25-year-olds falling from 42% in 2010 to 36% in 2014.

The report highlights the key to attracting young adults is to create social and shared experiences, and prompting occasions beyond the ‘big night out’. It also shows that drinking at home – often perceived by the trade to be growing – declined by 2% since 2010 to 48% in 2014. And again, younger drinkers ranked the lowest for this activity with just 43% versus 74% of retired adults whose children have left home and 59% of 36-54-year-olds who are single with no children.

The study also found that only 1% of pub and bar-goers visit just one outlet. Half have a repertoire of between 5-10 outlets, with a further 13% having 11 or more pubs and bars which they choose from for a variety of occasions.

When eating out with their family, 63% of respondents would look for a food and drink meal deal. During the week (Monday to Thursday), the majority of respondents budget £10-£15 spending money for pub and bar visits.

Online activity is becoming more crucial than ever for the on-trade, while the influence of personal recommendations is decreasing, according to Carlsberg, with 28% of people use the internet to find out what’s happening at a venue – up from 19% in 2010.

The use of social media has seen an even steeper increase with 18% using social media today, versus just 6% in 2010. However, Carlsberg found that despite the growing influence of social media, local newspapers are still important – 32% of people rely on them to find out about pub and bar openings (compared to 21% of people using social media for the same reason).

The study also showed that only a quarter of women visit pubs and bars weekly, compared to 44% of men. However, women are still engaged with pubs and bars – 63% visit monthly.

Kathryn Purchase, director of customer marketing at Carlsberg UK, said: “The findings of our research are good news for the on-trade. Even in the face of negative press surrounding the prospects for pubs and bars, average weekly visits have increased. Pubs and bars remain central to people’s leisure choices and are by far the favourite out-of-home activity for the UK adult.

“However, as with even the greatest insight, headline statistics add little value unless we collectively take action according to the results. For instance, our research warns the pub is in danger of being less relevant to the next generation. The on-trade visitor is definitely changing and pubs need to be flexible enough to adapt and cater for them.

“With finite disposable incomes and increased competition for the leisure pound, it’s vital that we understand the needs and desires of people coming through the doors of the nation’s pubs, bars and clubs.”

Other key finding from the study:

· 38% of ‘empty nester’, who are retired or reduced work, and whose children have left home, are in the pub at least once a week, compared to 33% of those 18-25
· Personal recommendations (63%) and just walking in (56%) are still the top two reasons for visiting a pub or bar, however, this is down from 69% and 58% respectively in 2010
· Two thirds of respondents said that they would be attracted to a venue that was offering all day low prices
· Although more people are likely to spend a greater amount of money on Saturday evenings (22% will budget for up to £30), a higher percentage of people will look to spend the average of £15-20 on Sunday evenings and during the week
· More pub and bar-goers (48%) have tried a new drink in the last month, up from 37% in 2010 and 43% in 2012
· Half of those with young children are enjoying their time in the on-trade, with 47% of them visiting the pub at least once a week
· 41% of people said that free Wi-Fi is an important factor in choosing an outlet, up from 18% in 2010
· Respondents placed food, drink and value above WiFi or late hours of operation
· 35% of all respondents say cleanliness of a pub and bar is very important to them
· More people who have retired or have reduced working hours and whose children have left home, appreciate a decent cocktail offering than any other demographic
· 64% of Families would head to the pub for Mother’s Day, with 58% saying the same for Father’s Day
· Smoking is no longer of crucial importance to pub and bar goers – almost two thirds (63%) of respondents don’t look for a good smoking area