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Report reveals which Brits are skipping the pub for the sofa

Published:  21 August, 2017

One in seven Brits almost always stay in to drink alcohol, with over 55s most likely to skip a trip out to the pub, new research from YouGov has revealed.

The Getting in-home drinkers to go out report revealed that currently 15% of British adults primarily drink at home. Older people were more likely than younger consumers to skip going out and stay on the sofa.

Among those who do their drinking at home, 45% were over-55, 8% were 18-24 and 10% were aged 25-34.

YouGov said that in-home drinkers were more likely than average to be married women aged over 45 who are solely responsible for the weekly shop.

Price was revealed as a driver of in-home-drinkers’ shopping decisions as 86% said that they always looked for special offers.

Free time was precious to nine in ten (90%) in-home drinkers, and over eight in ten (82%) said they like to spend it relaxing.

The same proportion (90%) said they don’t drink to get drunk. The report suggested that they have alcohol as part of a good night rather than it being the main focus.

Nasra Aharchich, reports researcher at YouGov Reports said: “Pub operators, breweries and landlords may need to take creative approaches to get more punters through their doors.

"Any marketing activity pubs do needs to meet the priorities of those who currently do most of their drinking at home. A major part of this could be tailoring their offering to the often busy lifestyles of non-pub goers.”