Global: Motivators and barriers to gambling – YouGov US

Its no secret that lockdown restrictionscontributedto the popularity of online gambling which channeled its acceptance as a leisure activity. But what are the key factors driving global consumers to gamble? And, when it comes to non-gamblers, whats making them wary of gambling?

Global consumers are gambling for fun

International data from YouGovreveals that two in fiveglobalconsumersgamble for fun (41%). This view is most pervasive in Great Britain (49%), US (48%),Australia (48%), Sweden (47%)andurbanMexico (46%). Not too far behind are those who gamble to fantasize about winning (31%). More than a quarter of global gamblers play to win big, while just one in ten (11%) feelitsa reliable way to make moneyor is just part of their routine.

Gamblers who play to win bigwish to winan expensive prize

Digging deeper into the data suggests that its poker players (61%), followed by online sports, esports and slot bettors who cite fun as the top motivator for gambling (57%, 55% and 53% respectively). On the other end of the spectrum, those who fantasize about winning are most likely to be lottery draw participants (42%). Gamblers playing to win bigaremorelikelyto have bought alucky drawticket to win an expensive prize such as a car, house, or holiday (40%).

Inadequate money: a reason to stay away from gambling

A plurality ofnon-gamblersgloballybelievethat there is noparticular reasontheydontgambleonline(28%) indicatingthat theres scope for marketers to convince this grouponcegiventhe right insights about their attitude and behaviors. However,itsworth noting thatnearly aquarterbelieve they are unlikely to win big (23%)and one in fiveare short of money to gamble (22%). Just11% say it is morally wrongwhile10% say that theydonthave the time to gamble.

Gambling is a subject of discussion for US adults

American consumers are slightly more likely than global consumers to gamble for fun (48% vs 41%). Butthatsnot the only driving motivator for US adults to gamble a quarter here sayit enhancestheir experience on what theyrebetting on(26%).When asked about the barriers to gamblingonline,more thana quarter in the US are either short of money or feel that the odds are stacked against them(27% and 26% respectively). Only one in ten (9%) say that its against their beliefs.

One in five British gamblers want to win big

More than a quarterof Britsgamble to fantasize about winning (27%) while up to a fifth want to win big (20%).On the flip side,when asked about the barriers to gamblingonline,nearly one infivenon-gamblers here tell us thatithasnt occurred to them (20%) suggestingan opportunity for gambling companies to focus on this audience.Furtherdown the list are 11% of non-gamblers who feel that gambling is morally wrong.

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Methodology:The data is based on the interviews of adults aged 18 and over in 13 markets with sample sizes varyingbetween 1034 and2107for each market. All interviews were conducted online inMarch2021. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples.

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Global: Motivators and barriers to gambling - YouGov US