Saturday, February 26, 2011
Results of the Leeds Clubber Survey 2010
The Leeds Clubber Survey 2010 was placed online for one month in July 2010, it was completed by 295 respondents. The survey was intended to gather information from clubbers in Leeds with relation to their clubbing habits including: their nightclub preferences; frequency of visitation; influences on their visitation to nightclubs; reactions towards club night promotional materials; and attitudes towards flyers. The survey was promoted to clubbers by several Leeds based club night promotion companies, each of whom sent a link to the online survey to their e-mail lists and social media groups.
74% of respondents indicated that they went clubbing in Leeds, therefore the target audience of Leeds clubbers was reached with this survey. The key findings of the survey are listed below, for further information, please contact Stuart Moss at the email address at the top of this page, or through Twitter @ents_leeds_met .
In terms of age, the respondents represented the age range of under 18 up to 55, with the largest single segment being the 18-23 age group at 51% of respondents. 24-29 year olds made up 19% of respondents, 30-35% year old made up 13%, 36-40 year olds made up 10%, and out of the remaining 7%, 6% were aged 41-55, and 1% were aged under 18.
With regards to student status, 46% of respondents indicated that they were a student. With the largest single group of these being full-time university students (39%), with the remaining 7% of students being either part-time or at further education institutions. 47% of respondents indicated that they were not students, which was a higher than anticipated figure, however this is feasible considering the spread of ages of respondents. 7% of respondents indicated ‘other’ or did not respond to this question, out of the ‘other’ responses answers were mainly: ‘on a gap year’; ‘just graduated’; and ‘on a work placement’.
In terms of employment, 49% of respondents indicated that they were full-time employed, with 23% indicating that they were employed part-time, 20% of respondents indicated that they were unemployed, and the remaining 8% indicated ‘other’ or declined to answer the question. Out of the ‘other’ responses, the predominant answers were ‘home-maker’; ‘self-employed’; and ‘work voluntarily’. By definition ‘unemployed’ refers to people who have stated that they do not have jobs, it does not mean ‘unemployed and claiming benefits’, it is entirely feasible to assume that a proportion of those labelled unemployed may also be full-time students.
Where respondents go clubbing
74% of respondents indicated that they go clubbing in Leeds, this was followed by Manchester (18%), London and Sheffield (11.5% each), Barnsley 10%, Wakefield 9%, Birmingham 7%, Newcastle 6%, Liverpool 5%, Bradford, Huddersfield, Nottingham and Preston (3% each). 37% of respondents also indicated that they went clubbing in other UK towns and cities, and 6% stated that they went clubbing in non-UK towns and cities. It should be noted that the majority of respondents stated that they went clubbing in more than one town / city.
In terms of frequency of visitation, 41% of respondents indicated that they visited a nightclub at least once per week, with 8% stating that they visited a club three or more times per week. 15% of respondents indicated that they visit a club every two weeks, and 23% indicated that they visited a club every 3 - 4 weeks. 21% of respondents indicated that they visited nightclubs less than monthly.
55% of students go clubbing every week or more, this compares with only 30% of non-students. 35% of employed people also go clubbing at least weekly, but this compares with 62% of unemployed respondents. 20% of students go clubbing once per month or less, compared with 51% of non-students. 41% of employed respondents go clubbing once per month or less, compared with only 15% of those respondents who are unemployed.
In terms of preferred club types visited by respondents, the most popular club type was mainstream high street clubs, which typically have an offering of commercial chart music and ‘classics’. This was followed by niche music clubs that specialise in a particular music genre, and live music clubs and superclubs (large clubs with numerous rooms and several DJs). Mainstream commercial music nights were slightly more popular amongst students (28%) and the 18-26 age group (27%). The least popular types of club were gay clubs, strip clubs and supper clubs. In terms of status i.e. students, non-students, the employed and unemployed, all categories of respondents had very similar preferences, with the only marked difference being that strip clubs were twice as popular amongst non-students, as they were to students.
95% of respondents indicated that they tend to visit the same nightclubs.
Musically, respondents preferred nights that involved mainstream and commercial music, which involves ‘pop’ music, music in the charts and previous chart ‘classics’, this was closely followed by specialist dance music nights, which mainly includes commercial dance, house, techno, drum and base, dub step, basslines and their associated musical sub-genres. The least popular music nights identified by clubbers were hip hop / RnB and ‘other’ which included: previously unmentioned genres of dance music; jazz; ska; northern soul; acoustic; bhangra and Asian music.
89% of respondents stated that music was either a strong influence or a very strong influence as to their choice of club night, with only 5% of respondents stating that music had little or no influence upon their choice of club night.
The reputation of club nights in the minds of clubbers is important in their decision making process with 60% stating that reputation was either a strong or very strong influence in their decision making process. 31% of respondents stated that reputation was of some influence, and 9% stated that reputation was of little or no influence in their decision to visit a particular club night.
When clubbers go clubbing
The clear majority of clubbers tend to go clubbing on the same nights of the week with 72% stating that they visit clubs on the same night either all of the time or most of the time. Only 9% of respondents indicated that they rarely or never went clubbing on the same night of the week.
The most popular nights for clubbing are clearly Friday and Saturday, with the least popular night being Sunday, which is followed by a steady increase through the week until the weekend.
62% of respondents stated that entry charge was very important or important in their decision making process, with a further 26% of respondents stating that entry charge was of some importance, 12% of respondents considered entry charge to be not important or of no importance. Demographically, students (71%) and the unemployed (70%) were the two single largest groups that were concerned with door entry price. A similar pattern to this followed with the importance of drink prices within clubs, with 61% of clubbers stating that drink prices were very important or important, 27% of respondents stating that drink prices were of some importance, and 12% stating that drink prices were not important or of no importance. 71% of student clubbers stated that drink prices were either important or very important to them.
Clubbing as a social activity
98% of respondents indicated that clubbing was for them a social activity, by either going with a friend or friends to clubs, or meeting a friend or friends at clubs. 47% of respondents indicated that friends had either a lot or complete influence on their decision as to whether to visit a club or not, 45% indicated that friends played some influence on their decision making process, and 8% claimed that friends had little or no influence as to their decision to visit a club. In terms of the influence of friends upon which night(s) of the week to go clubbing, respondents indicated in similar levels with 49% stating that friends had a lot or complete influence, 37% stated that friends had some influence, and 14% stated that friends had little or no influence as to which night(s) of the week to go clubbing.
Research by clubbers
When respondents were asked how they find out information about club nights, word of mouth was the most popular response and stated by 88% of respondents, followed by social media websites (68%), and nightclub flyers (59%). The least popular responses were: advertisements on radio and television; by directly contacting clubs and promoters; and other, which included: through working in the nightclub industry; using Internet search engines; and through visiting online bulletin boards and discussion forums about club nights. 93% of students and 97% of the unemployed indicated that word of mouth was a major way from which they found out information on club nights. Social media websites were similarly popular amongst all demographic categories, with only a very slight standard deviation of 6 on the overall average of 68%. The 18 – 26 age group were the single largest demographic group to use social media websites at 76%. There was a wider dispersal of flyer usage for finding out information about club nights, with a standard deviation of 14 on the overall average of 59%. Students were the single largest demographic group to use flyers (72%), those aged 27 – 35 were the least likely to use flyers (40%).
From the above list of methods by which clubbers might find out information about club nights, respondents again deemed word of mouth as being the single largest influence, followed by social media and flyers. Respondents considered text messages from club promoters, and radio and television advertisements as being the least influential methods in their choice of club night.
With regards to how active respondents are in terms of searching for information about club nights, 26% of respondents always or regularly search for information about club nights, 35% stated that they sometimes look for information about club nights, with 38% stating that they rarely or never look for information about club nights. Further analysis of this reveals that student clubbers (21%) are less likely to always or regularly search for information about club nights than non-student clubbers (30%), there is less difference between the employed (26%) and the unemployed (23%), but larger differences are apparent when looking at age. As the age of respondents increases, there is a steady increase in the number of those who always or regularly search for information about club nights, from those aged 18-26 (23%) to those aged 46-55 (46%). Further analysis of age and always and regularly searching for information reveals a correlation of 0.97, which is a very strong positive correlation demonstrating that as respondents age their propensity to search for information increases. This is also enforced by looking at the ages of respondents who rarely or never look for information about club nights, here where age increases there is a slight increase before a decrease in the percentage of respondents who look for information about club nights, with a moderate negative correlation of -0.78.
Clubbers and flyers
Clubbers were asked how often that they themselves chose to pick up and collect flyers, there was quite an even spread of responses given, 32% of respondents indicated that they picked up flyers at least weekly, 28% of respondents picked up flyers between weekly and monthly, 23% of respondents picked up flyers less than once per month and 17% stated that they never picked up flyers.
Further demographic breakdown of respondents propensity to pick up and take club night flyers, reveals the following: students are much more likely to pick up and collect flyers at least weekly (43%) compared to non-students (23%); the unemployed are more likely to pick up and collect flyers at least weekly (43%) than the employed (27%); younger people are much more likely to pick up and collect flyers at least weekly; and those aged 46+ do not pick up and collect club night flyers more often than monthly (16% monthly, 58% less than monthly and 25% never). When correlating age against the percentage of respondents who pick up and collect flyers at least weekly the resulting figure of -0.93 indicates a strong negative correlation between the two variables, which enforces the point that as clubbers age, they are less likely to pick up and take flyers.
Of those who picked up flyers, those most likely to do so regularly were also regular nightclub visitors, and those who were least likely to do so, or never did so were those who visited nightclubs less than once per month. Respondents were most likely to pick up and take flyers from nightclubs, followed by pubs and bars, and service industry retailers such as hairdressers, coffee shops, launderettes and takeaways.
When asked what aspect of a statically placed flyer might influence respondents to pick it up and take it away, 66% of respondents stated that special offer(s) promoted on the flyer was the main influence to respondents in picking up and taking a flyer with them, followed by information about a club night contained on the flyer (58%) and the design (colour, images and wording) (53%). Other answers respondents gave in relation to this question included: special events being promoted on the flyer; mention of musicians, DJs or celebrities of interest to the respondent; interest in the music genre being promoted; and if the nightclub the flyer is for, is one that the respondent already likes. Students (77%) and the unemployed (71%) are most enticed by special offers, as were younger respondents (18 – 26 year olds 73%) compared to older respondents (46 – 55 year olds 42%).
81% of respondents stated that they took nightclub flyers from people in the street. The largest influence upon respondents for taking flyers from people in the street was the appearance of the person giving the flyer (42%), followed by a feeling by the respondent that they should take the flyer (41%), and then special offer(s) promoted on the flyer (40%). Aspects of design and the information contained on the flyer were considered of a lesser importance to these. When respondents were given the opportunity to elaborate upon their response to this question numerous reasons were given, they have been categorised as follows: a feeling of pity for the distributor; flyer content; friendly sales technique by distributors; physical attractiveness of the distributor; flyering taking place in relevant locations; forceful distribution by distributors; respondents going through the motions of taking flyers; out of politeness; friendly appearance of the distributor; out of guilt; feeling under pressure to take one; a shared musical interest with the distributor; and the distributor appearing representative of the club night.
A number of respondents left negative comments in relation to on-street flyering, along with reasons for not accepting flyers from distributors. These have been listed and categorised as follows: respondent annoyance; respondents being in the wrong target market; invasiveness of distributors; distributor overkill; discrimination of flyer distributors; poor sales technique of distributors; and respondent apathy.
A minority of respondents (32%) stated that they received nightclub flyers through their letterbox, of those 74% were students. The comments made by respondents in relation to flyers that have been placed through their letterboxes are all negative.
Flyers that were picked up and taken by respondents were more likely to be kept for a period of days than those given in the street or posted through letterboxes. Those flyers that were posted through letterboxes were most likely to be disposed of within seconds with an overall downward trend in terms of length of time that the flyers would be kept. Those flyers that were given in the street were most likely to be kept for seconds or minutes before disposal, with an overall downward trend after minutes, in terms of time that the flyers would be kept. For those flyers that were picked up and taken, the pattern is less clear, with the majorative answer being days, but with a second placed answer of minutes.
In total, respondents did not indicate that they would keep nightclub flyers for very long periods of time, with 54% of respondents indicating that they would dispose of flyers within seconds or minutes, 16% indicated they would keep flyers for a number of hours, and 21% indicated that they would keep flyers for days. Only 9% of respondents indicated that they would keep flyers for over a week.
In terms of flyer design, some respondents revealed that aspects relating to special offers, flyer design, information being of interest, and flyers containing information about favoured artists may cause them to keep flyers for longer. This section also highlights respondent annoyance at flyers containing information deemed by them as being irrelevant, which includes the names of ‘unknown’ DJs being listed on flyers.
When questioned qualitatively where else respondents come into the possession of club night flyers from, the answers given were as follows: friends (16%); from the floor (12%); in magazines and newspapers (12%); in promotional flyer packs (12%); under car windscreen wipers (8%); by email (8%); in shopping bags (8%); on tables outside bars (8%); in bar toilets (4%); with CDs (4%); given with change when buying drinks (4%); and printed on till receipts (4%).
Many respondents raised environmental concerns about the use of paper flyers, these were around: the litter caused by discarded flyers; and the opinion that the use of paper flyers is wasteful.
As a result of this survey recommendations have been made to nightclubs and club night promoters in Leeds, these will be featured in a future blog post.