Brighton people demonstrate the strongest willpower during Dry January

News. Photo: Shutterstock SUS-150807-174846001
News. Photo: Shutterstock SUS-150807-174846001

A new report reveals that people in Brighton demonstrated the strongest willpower during Dry January with the average person lasting 17 days, compared to the national average of just 12.

The latest quarterly Deltic Night Index Report by the UK’s largest club and bar operator, The Deltic Group, which operates PRYZM Brighton, also highlighted that Dry January is a more popular phenomenon with the younger generation. Almost half (45%) of 18-21 year olds took part this year, compared to only 17% of those aged 56 upwards.

Women also have more willpower than men, with those who partook in Dry January lasting almost 14 days on average, versus men at 11 days. And the average Brit who took part didn’t even make it to one week before having a drink!

The research report is conducted by Censuswide and looks into the UK late night economy and consumer trends of 2,477 British adults.

Peter Marks, Chief Executive of The Deltic Group commented: “The second Deltic Night Index shows that young people are drinking less alcohol than the older generations, but they’re still going out just as much and enjoying themselves in a club, bar or pub. It’s now less about alcohol and more about creating a fantastic night out – and we’re continuing to invest in our clubs, music offering and entertainment to make sure we’re giving our guests unforgettable experiences.

“It is fantastic to see that the January pay weekend remains a key event in the late-night sector with many choosing to spend it in pubs, bars and clubs.”

Figures proved that the January pay weekend was as popular as ever, with one in five Brits, and specifically 40% of those aged 18-21, choosing to celebrate pay weekend by heading out to a club or bar. The average Brit who went for a late night out on the January pay weekend, spent £35.48 compared to £32.89 in Brighton.

The data supports the trend that although the younger generation are drinking less, bars and clubs continue to be a popular late night activity. Across all ages, the most popular reason given for a night out continues to be seeing friends or escaping the stresses of daily life, the latter reason becoming even more prevalent among 18-25 year olds, with almost half agreeing.

Report highlights

- Nearly a quarter (24%) of Brits that go on nights out, said that they usually go on a late night out with their partner. This is an increase of 5% from the last quarter

- On average, British men go out on late nights out more often than British women

- Over a quarter (27%) of Brits aged 26-30 go on a late night out at least 2-3 days per week

- Recommendations remain the most important factor when choosing where to go on a night out. The importance of Facebook decreased whereas the importance of Instagram grew this quarter

- Brits spent an average of £35.48 on a late night out during the January pay weekend

Deltic trades under a number of names including PRYZM, ATIK, Fiction, Cameo, Kuda, Vinyl, and the new Bar&Beyond brand. The group’s business model is to create memorable experiences for its consumers by offering a range of premium drinks, private booths, party packages and an entertainment led offering, all in exceptional venues.