More 40-something women heading to the pub after smoke ban

'Pub virgins' are set to flock to pubs this summer when the smoking ban comes into force, a new survey has found.

Greene King has revealed that Britain's pubs are set to see an influx of news faces with upmarket married female 40-somethings the new group most likely to be seen propping up the bar.

Over a third of women (36 per cent) aged between 45 and 54 say they currently avoid pubs because of the smoky atmosphere but more than half (54 per cent) plan to visit pubs once the smoking ban is in force this summer.

The results of the survey also reveal that 69 per cent of Britons think the pub will be a better place to socialise, drink and eat after the ban.

And families are set to be one of the new influx of customers.

One in three young parents say they now avoid pubs because of smoking ban but plan to visit after July 1.

Younger pub-goers aged 18 to 24 have taken the opposite view with 16 per cent saying they will go less often.

While 14 per cent of 18 to 24 year old working men say they will visit the pub less frequently.

Greene King's David Elliott said: "While the younger generation and male population currently make up a large proportion of Brits visiting pubs to drink, the introduction of the smoking ban looks set to entice a new wave of female customers into pubs across England, with professional women and young families now keen to visit smoke-free pubs to socialise, eat and drink.

"The ban could see pub culture in Britain take on a whole new identity."

The research of 965 adults was conducted by pollsters NOP between January 26 and 28.