The figures fly in the face of previous research, which claimed younger consumers were more likely to avoid the pub.
Some 15% of British adults choose to drink at home rather than go to the pub, according to the report, which showed younger people are less likely to stay in and drink.
Almost half (50%) of those aged over 55 will skip a trip to the pub and would rather sit on the couch and have a drink.
Rather drink at home
This is compared with 8% of those aged 18–24 and 10% of 25–34 year-olds who claimed they would rather drink at home instead of the pub.
Researchers said: “YouGov Profiles’ data shows that in-home drinkers are more likely than average to be married women aged over 45 who are solely responsible for the weekly shop. Price drives in-home drinkers’ shopping decisions with 86% saying they always look out for special offers.”
Most of those asked (90%) said time was a major deciding factor to not leave the house for a drink, while 82% said being able to relax was important.
Alcohol was part of a good night and not for getting drunk for 90% of respondents, the research showed.
YouGov Report’s Nasra Aharchich said: “Pubs currently face a variety of pressures – both economically and in terms of changing social habits.
‘Creative approaches’
“Pub operators, breweries and landlords may need to take creative approaches to get more punters through their doors.
“Any marketing activity by pubs needs to meet the priorities of those who currently do most of their drinking at home. A major part of this could be by tailoring their offering to the often busy lifestyles of non-pub goers.”
Meanwhile, a survey of 2,000 adults by subscription free satellite service Freesat claimed one in three 18 to 30-year-olds would prefer to watch a boxset on TV than go out on a Friday or Saturday night.
A British Beer & Pub Association spokesman described the findings as a long-term trend and said: “This highlights the importance of a great pub offer – casual dining has, of course, been the backbone of the pubs’ transformation to attract new customers, but live sport – where you can’t get the great atmosphere of the pub when watching at home – great beer and great entertainment, are all crucial, as is making customers aware of what's on offer.”