Smirnoff

Smirnoff

April 02, 2012 13:38 ET

Nightlife Report Reveals That Brits Spend Up to GBP 27,000 on Nights Out Over Their Lifetime

LONDON, ENGLAND--(Marketwire - April 2, 2012) - The Smirnoff Nightlife Index (SNI)(1) which examined the nation's nightlife habits today confirms that despite working harder than ever, we are still living for the weekend and are most likely to go out up to twice a month. The in-depth study reveals the average Brit will spend up to £27,000 over their lifetime (between age of 18-40) having fun - with over half (54%) spending up to £50 in pursuit of a memorable night out and a fifth (21%) will spend more than £175 on a single night out. "When you think about door entry, ticket prices, taxis or tube fares and a few drinks we aren't surprised that £50 is the average, however it is fantastic to see that the appetite for a big night out is as popular now as it ever has been" says international music stars Chase and Status, who worked with Smirnoff on their nightlife study.

UK's big nightlife spenders
(most likely to spend more than £100 on a night out)
UK's most nightlife frugal
(most likely to spend less than £20 on a night out)
1. Brighton 1. Bristol
2. Nottingham 2. Sheffield
3. Leicester 3. Cardiff
4. London 4. Manchester

While Brighton is a city divided between night owls and home birds, Brightonians appear to be the Kings and Queens of a big night - splashing the cash and being twice as likely as a Londoner to stay out until 3am.

Most likely to go out
(more than once a week)
Preferring home to a night out
(go out less than twice a month)
1. Bristol 1. Edinburgh
2. Liverpool 2. Nottingham
3. Brighton 3. Sheffield
4. Leeds 4. Brighton
5. London 5. Glasgow

Almost half of Brits (49%) are willing to forsake a good night's sleep and a further 18% will miss out on seeing family in order to have a good time. People from Sheffield and Nottingham are most likely to call it a night between 10pm and 11pm. Scotland is a nation divided with Glaswegians liking to party into the small hours of the morning while people in Edinburgh prefer to be tucked up in bed well before midnight.

While London topped the charts as the city most believe has the best nightlife, the report clearly demonstrates that people are fiercely loyal to their home turf. Now Smirnoff is giving the public the opportunity to answer once and for all the question of 'where is the best nightlife' with the launch of Battle of the Clubs. Fourteen cities will compete with their local rivals via a Facebook campaign - www.facebook.com/SmirnoffGB - that allows nightlife fans to support, celebrate and vote for their favourite local club.

Chase & Status, who have DJ'd all over the world but for them there's still no place like home: "The UK has some of the best clubs in the world and we've DJ'd in most of them. We met in London in 1997 but have had some of the best nights of our lives in Manchester - we can't believe it only came second in this report! Competition is fierce and clubs have to pull out all the stops when it comes to drawing a crowd. Every element needs to be considered, the drinks, the service, the music and the atmosphere. We can't wait to see who comes out on top with the Battle of the Clubs".

And finally….London is shaking its unfriendly reputation picking up the bronze medal for being the third most sociable city in the study. If you are heading North, go to Edinburgh who beat Glasgow to having most sociable nights out. Clubbers in Sheffield are the most choosy when it comes to music, with three quarters (75%) organising their evening around music style, whilst people from Edinburgh are the least musically selective of the entire nation. But music alone isn't the only ingredient of a night to remember. Over a quarter (28%) of Brits are looking for an element of surprise, and a third want to be seen "somewhere cool".

The SMIRNOFF word and associated logos are trademarks. © 2012 The Smirnoff Co.

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