Dry January participation generally lasted for around two weeks, according to research by late night operator The Deltic Group.

Its Deltic Night Index – a survey of more than 2,000 people – reveals that the average Brit lasted 12 days before succumbing to alcohol when taking part in the month-long drink-free fest.

However, the number of those going dry was up to 30 per cent of the population compared to 16 per cent last year.

Women (13 days) tended to last slightly longer than men (11) but one in seven people didn't make it past the first week before having a drink.

Perhaps unsurprisingly, Dry January participation is being led by younger people with 45 per cent of 18 to 21-year-olds taking part, compared to 17 per cent of those aged 56 and up.

However, the older generation seem to have more willpower than most, lasting on average 16 days without a drink.

The report also shows that going to the pub was the most popular late night activity in the last three months, followed by cinema in second place.

 

 

Those aged between 31 and 45 spend the most on a night out when combing food, drinks, transport and entry fees – averaging £58.91 per head compared to £48.05 for the 18-21 bracket.

Deltic Group chief executive Peter Marks said: "The second Deltic Night Index shows that even though people – and specifically young people - are taking part in Dry January and drinking less alcohol than the older generations, they're still going out just as much and enjoying themselves in a club, bar or pub, as shown by the popularity of these late night activities over the pay weekend.

"It's now less about alcohol and more about creating a fantastic night out – with that in mind we're continuing to invest in our clubs, music offering and entertainment to make sure we're giving our guests unforgettable experiences."