It has emerged that individuals in 'Generation Y' are 67 per cent more likely than the older generations to choose a pub with available Wi-Fi.
The figures were revealed in the ‘Pub of the Future’ report, which was developed by Casio’s Business Solutions Division, in partnership with the Association of Licensed Multiple Retailers (ALMR) and Punch Taverns.
The bad news however is that the same percentage of pubs do not even offer such a service. Casio’s senior production manager Guy Boxall said: "It’s clear that pubs aren’t doing enough to stay relevant to the crucial 16-24 age group. To secure its long-term future, the industry needs to make a shift – and this research suggests that will be driven by digital trends."
Beyond just Wi-Fi, the younger generation is also 70 per cent more likely to choose a venue that will offer discounts tailored to an individual, even though 78 per cent of the pubs sampled do not even offer such discounts. Furthermore, 91 per cent of the pubs do not offer personalised digital marketing communications.
The report has concluded that pubs need to do more digitally if they are to increase customer traffic. Just 29 per cent of those aged between 18 and 30 believe that, ten years from now, customers will be able to order their food or drinks digitally from the table. Mr Boxall added: “To the young people of today, online social currency converts into real-world social activities. By tapping into this untouched digital demographic, pubs could soon see a noticeable boost to their profits.”
Digitalism will affect pubs even further, as 47 per cent of individuals in Liverpool and Newcastle are worried that pubs will soon become a thing of the past.
The results are based on a sample of 2,042 consumers across the UK.
Berkeley Scott is a specialist recruitment agency in the food industry.