- 40% increase in connected pub customers for the 2023 Six Nations compared to 2022
- Weekend starting earlier with Thursdays the new Friday
- The generation game – 45% increase in over 60s compared to 2019 and a 43% rise in Millennials
[27th March 2023] – New data published today by managed network solutions leader EvolveODM and Robinsons Brewery & Pubs, which has 260 pubs across the North West of England, shows a resurgence of customers choosing to celebrate the recent Six Nations rugby tournament in their favourite public houses.
A second, separate set of data unveiled how different age groups are using pub Wi-Fi, how that compares to previous years, and which days of the week are the most popular when it comes to visiting the pub and getting online.
Six Nations turnout in pubs is higher than ever before
Having measured how many individuals connected to the guest WiFi at Robinsons pubs during the 2023 Six Nations, the data found that customer numbers had surpassed numbers recorded in 2022 and even pre-pandemic levels in 2019. It also shows how sporting events, including the rugby World Cup due to start in September 2023, could see a rosier year for landlords than previously expected.
- Watching the Six Nations in pubs has never been more popular: the data shows a whopping 40% more people connected to pub Wi-Fi on their devices for the first Six Nations fixture of 2023 than they did in 2022.
Weekend is starting earlier
- Sunday was the busiest day for pubs in 2019, but Fridays are now neck and neck with Sundays as each day accounted for 19% of the connections in 2022.
- Thursdays are now the new Friday, with connectivity on Thursdays in 2022 the same as Fridays in 2019 (by connectivity %)
Number of over 60s in pubs on the rise
- 2022 saw a 45% increase, compared to 2019’s pre-pandemic levels, in this age group connecting to pub Wi-Fi.
- While all other age groups have not significantly changed their Wi-Fi habits since 2019, the 26-35 group (which includes most Millennials) also saw a 43% increase in 2022.
This data is helping to inform Robinsons and other licensees of pub footfall ahead of the Rugby World Cup starting in September.
Jon Shaw, Director and Founder at EvolveODM, said: “We’re proud to support Robinsons Brewery & Pubs with our guest Wi-Fi solution, which we were first to market with back in 2005 and have been enhancing ever since. The pub has long been at the heart of our communities and an important part of our cultural identity. We are delighted that by providing fast, secure and convenient guest Wi-Fi, we can be part of the British pub’s incredible revival.”
David Bremner, Director of Marketing at Robinsons Brewery & Pubs, commented: “I’m delighted that people are enjoying all the tournament offers, from spending valuable time outdoors to using it as an opportunity to meet family and friends, there’s a lot to be said for getting out and enjoying the games. It’s also clear that people are enjoying their free time earlier, with more customers visiting pubs from Thursday onwards – I couldn’t think of a better way to while away the hours.
“Guest WiFi is no longer a simple value add, we now see it as a basic service we offer but it’s providing us with valuable insights too. With a record number of pub-goers connecting to the WiFi during the Six Nations tournament, even compared to pre-pandemic levels, this casts a positive light on all sporting events on the horizon, including the Rugby World Cup due to kick-off in September.”
To find out more about how EvolveODM is turning connectivity from a pain to a gain, visit www.evolveodm.co.uk.
About Evolve Business Group and EvolveODM
Evolve Business Group is an independently-owned company that specialises in providing end-to-end IT and managed network solutions to a range of businesses. Comprising of the EvolveODM and GB3 brands, It is helping businesses to reduce costs and simplify the management of services, and give business owners and their teams more time to do what they do best.
Founded in 2005, it has worked with a variety of clients across different industries around the world, building a team of highly experienced specialists to help create effective and efficient packages using any combination of different offerings. It keeps the networks of retail, hospitality, fast food and petroleum franchises compliant, protected and connected.
About Robinsons Brewery
Based in the heart of Stockport for over 185 years, owning a collection of around 260 pubs, inns and hotels across the North West, Yorkshire and North Wales, Robinsons is one of the most respected names in British brewing and innkeeping.
A proud family of independent brewers, they operate one of the most advanced and sophisticated breweries in the UK (home to the largest Hopnik in the world) with a global reputation for producing traditional real ale. From here they apply decades of experience to create exciting new varieties and choices of flavours that always lead them towards the next Robinsons’ award-winning beer.