By Obsurvant’s Research Strategy Lead: Theo Dominian
The discussion around young people and students has thankfully moved beyond “do young people want to go out” and has become more about the practical squeeze they’re under, and what that means for the businesses trying to reach them during freshers’ week and beyond.
It is nearing 20 years since I turned up to Sheffield armed with several bottles of rum from a gap-year trip to Cuba, but no duvet. I quickly discovered the joys of The Leadmill, Plug and The Octagon, as well as the dance music community around the brilliant Tuesday Club (still going strong) and The Harley pub (sadly not).
I loved starting university and everything that came with it, so I was pleased when the NTIA invited me onto a panel about the freshers’ economy, bringing some data on what students are actually up to these days.
Moderated by Michael Kill (NTIA) and fellow panellists Jade Johnson (Events & Partnerships, Future Agency) and Tom Ridge (Cardiff University), drew on their experience working with students, which lined up well with what we’re seeing in the data at a national level, particularly around the importance of a sense of community, the financial challenges and motivations for going out.
To inform the session, we ran a snap poll of 302 current UK students. While it’s far from a large-scale study, it’s a solid indicator of the pressures and priorities shaping today’s student market.
Part-time work is now close to the norm
44% of students already have a part-time job during term time, and a further 49% say they don’t yet but plan to get one. Only 7% say they have no intention of working while studying. The Student Academic Experience Survey shows a clear rise in this figure since the pandemic, with part-time work increasingly becoming a staple of student life.
52% of those working say having a job means they go out less, against 20% who say it means they go out more (presumably with the extra income allowing for it), and 25% who say it makes no difference. This suggests a net-negative effect of term-time work on their frequency of going out as students free time is reduced.
What might bring people through the door
The discussion then touched on what nightlife businesses can do in this challenging environment. Two-thirds of students (66%) say they’d engage with a venue loyalty or membership scheme, this is something I can relate to as Sheffield’s Tuesday Club offered membership schemes which were central to the community spirit the event built.
A similar proportion (67%) would be more likely to attend venues that partner with student groups to help curate events, and 62% say they’d be more inclined to attend venues that hire students directly, which is a direct point of overlap with the part-time work finding above.
Challenges and opportunities
When asked what is most likely to stop them going out in Freshers Week, 50% selected “personal budgeting”, while cheaper drinks (46%) and cheaper entry (44%) led the way when they were asked what would encourage them to go out more.
Clearly, students’ time and money are both under pressure and part-time work is becoming a near-default part of university life. While of course students are on the lookout for discounts and bargains, the venues and events that seem best positioned will be the ones finding ways to involve students directly, through jobs, partnerships and a say in curation, which build a sense of community.
Thanks again to Mike, Jade and Tom for adding their expertise in the session.
Get in touch if you’d like to discuss the data.