2008 national gambling report - canadian gaming...

2008 National Gambling ReportConsumer Attitudes and Behaviour

Canadian Gaming Summit, April 29, 2008

Presented By: Allan Gregg, Chairman – Harris/Decima

2

Source of Information for Presentation

National Gambling Research Study conducted since 2005.

A research tool used to monitor all lottery and gambling behaviour, attitudes, and trends across Canada.

A total of 3,047 Canadians surveyed online during March-April 2008.

Respondents are members of Harris/Decima online research panel, which consists of 400,000 plus members across Canada.

Data is weighted to reflect age and gender distribution within each province.

Sample Size Proportion

Canada 3,047 100%Atlantic Canada (ATL) 308 10%

Quebec (QC) 756 25%

Ontario (ON) 995 33%Manitoba / Saskatchewan (MB/SK) 306 10%Alberta (AB) 303 10%British Columbia (BC) 379 12%

2008 National Gambling Report

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Objectives

The objectives of the study are as follows:

To measure past lottery and gambling behaviour; To assess perceived seriousness of gambling addiction; To gauge satisfaction with governments in regulating gambling;To explore attitudes towards gambling; To develop segments for positioning communications; andTo measure acceptability for “new technology” gambling activities.

Introduction

Today’s Presentation

• Benefits and Concerns about Gambling – Attitude Segmentation• Do the benefits of gambling out weigh the problems or vice versa?

• Should we be free to make out own choice about gambling?

• Gambling Addiction – Putting it in Context• What social issues are we facing?• How big of a problem is gambling addiction compared to other social issues?• Do you want more gambling revenues or higher taxes?

• Government Approval Ratings• What do we think of our provincial governments?• How well is the government addressing the issues we face?• How high is the gambling “public pressure” barometer?

• Changes to Gambling Behaviour in the Past 3 Years• Who is gambling more, less or the same amount as 3 years ago?

• Acceptability of New Forms of Gambling• How acceptable is the Internet or a wireless phone for making wagers?• Who favours these new technologies?

• Summary

Benefits and Concerns about Gambling

Gambling Freedom30%

Gambling Benefits the Economy

23%

See Benefits But Show Concern

25%

Problems Outweighthe Benefits

22%


Attitudes Towards Gambling - Canada

Feel that It is up to each individual to control their own gambling, that it’s the individual’s right to gamble regardless of the consequences, and that people will find a way to gamble even if it is illegal.

More likely to be concerned about gambling problems and agree that restrictions should be placed on gambling activities. Do not see the economic benefits generated by gambling activities.

Agree that restrictions should be placed on some forms of gambling, but also recognize the expansion of the gambling market in the past decade has provided many economic benefits.

This segment sees the benefits of gambling for economic development but are no more likely than other segments to be supporters of more gambling.

QUE

Problems Outweigh Benefits

See Benefits but Show Concern

Gambling Benefits Economy

Gambling Freedom

ATLONSK/MBABBCCanada

Attitude Segments: Provincial Profile

30%

25%

22%

23%

38%

19%

23%

20%

36%

19%

23%

23%

35%

30%

15%

20%

33%

26%

16%

25%

19%

32%

27%

22%

27%

15%

36%

21%


9

Attitude Segments by Age

29%

37%

30%

24%

22%

41%

41%

42%

39%

44%

29%

22%

27%

36%

34%

Canada

Gambling Freedom

Gambling Benefits theEconomy

Problems Outweigh theBenefits

See Benefits But ShowConcern

18-34 35-54 55+

10

Attitude Segments by Gender

48%

52%

45%

49%

48%

52%

48%

55%

51%

52%

Canada

Gambling Freedom




Male Female

11

Attitude Segments by Education

21%

18%

22%

18%

25%

27%

27%

28%

27%

26%

52%

55%

50%

54%

48%

Canada

Gambling Freedom




High school or less Some college/university Completed college/university

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Lottery Games Played in Past 12 Months

2%

12%

24%

38%

62%

4%

13%

24%

52%

71%

6%

15%

25%

55%

77%

7%

18%

28%

64%

81%

Sports lottery games

Hospital lottery tickets

Charity or cause lotterytickets

Scratch and Win orInstant Win lottery tickets

Lotto 649 or Super 7

Gambling FreedomSee Benefits But Show ConcernGambling Benefits the EconomyProblems Outweigh the Benefits

B2. Which of the following Lottery games have you spent money on in the past 12 months?

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Gambling Activities Participated in Past 12 Months

4%

6%

6%

7%

16%

3%

8%

9%

10%

27%

5%

7%

9%

11%

30%

9%

12%

11%

18%

42%

Betting on sports orother events

VLT

Bingo for money

Private game

Casino

Gambling FreedomSee Benefits But Show Concern

Gambling Benefits the EconomyProblems Outweigh the Benefits

B5. Which of the following gambling activities have you spent money on in the past 12 months?

Gambling Addiction – Putting it in Context

QUE

Gambling addiction

Unemployment Rates

Crime rates

Alcohol abuse

Smoking addiction

Driving above the speed limit

Drug addiction


Seriousness of Social Problems (T2B)

54%

11%

60%

60%

52%

65%

72%

53%

20%

45%

67%

55%

76%

63%

42%

47%

59%

53%

59%

52%

60%

58%

45%

71%

59%

62%

45%

61%

54%

60%

48%

60%

62%

35%

58%

37%

26%

55%

54%

44%

68%

83%

48%

40%

60%

57%

57%

54%

64%

A1. On a scale of 1 to 5, how serious, in your opinion, are the following problems in your province?Note: % rated social problem as serious (i.e., 4 or 5 out of 5).

Seriousness of Social Problems (T2B)

62%

43%

71%

66%

67%

60%

70%

40%

38%

57%

54%

53%

50%

59%

28%

33%

50%

44%

46%

51%

56%

67%

43%

60%

62%

62%

54%

73%

48%

40%

60%

57%

57%

54%

64%

A1. On a scale of 1 to 5, how serious, in your opinion, are the following problems in your province?Note: % rated social problem as serious (i.e., 4 or 5 out of 5).

Canada GamblingFreedom

Gambling Benefits Economy

Problems Outweigh Benefits

See Benefits ButConcerned

Drug Addiction

Driving above Speed limit

Smoking addiction

Alcohol abuse

Crime rates

Gambling addiction

Unemployment rates

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If Your Province Needs More Money: More Gambling vs. More Taxes

16%

32%

32%

65%

84%

68%

68%

35%

33% 67%Canada

Gambling Freedom

Gambling Benefitsthe Economy

See Benefits ButShow Concern


Prefer Raising Taxes Prefer Raising Revenues from Lotteries/VLT's/Casinos

D5. If your province needed more money, which of the following would you support: raising taxes or raising more revenues from lotteries, Video Lottery Terminals and casinos?

18

Problem Gambling Perceptions

48%54%

58%

42%

53%54%

37%

67%

58%66%

71%63%

58%

68%

CanadaATLQCONMB/SKABBC

Gambling Addiction is Serious ProblemPrefer Raising More Revenues from Gambling Over Taxes

A1. On a scale of 1 to 5, how serious, in your opinion, are the following problems in your province?Note: % rated social problem as serious (i.e., 4 or 5 out of 5).D5. If your province needed more money, which of the following would you support: raising taxes or raising more revenues from lotteries, Video Lottery Terminals and casinos?

19


37%

43%39%

34%

46%46%

30%

Canada ATL QC ON MB/SK AB BC

D2. Do you know anyone personally whom you think has a problem with some form of gambling?

20


37%

51%

43%

29%

29%

Canada

ProblemsOutweigh the

Benefits

See BenefitsBut ShowConcern

GamblingFreedom

GamblingBenefits the

Economy

D2. Do you know anyone personally whom you think has a problem with some form of gambling?

Government Approval Ratings

10%

10%

26%

19%

23%

12%

18%

19%

13%

20%

24%

26%

17%

41%

18%

28%

25%

16%

25%

30%

49%

Regulating Gambling

14%

13%

25%

9%

12%

13%

31%

13%

13%

25%

15%

21%

17%

23%

QUE

Controlling Spending

Keeping Taxes From Going Up

Keeping Taxes Down

Delivering Health Services

Sound Educational

System

Promoting Economic

Growth


Performance of the Government

10%

12%

19%

16%

20%

14%

20%

18%

13%

21%

17%

19%

17%

29%

A3. Please indicate on a scale of 1 to 5 whether you think your provincial government is doing a good job or a poor job on the responsibilities they are facing. Would you say the provincial government is doing a good job or a poor job in…?Note: % rated government as doing a good job (i.e., 4 or 5 out of 5).

23

Gambling “Public Pressure Barometer”

17%

24%

24%

18%

32%

29%

4%

6%

4%

4%

10%

5%

23%6%

Canada

BC

AB

MB/SK

ON

QC

ATL

Gambling is serious/very serious problem & government is doing poor/very poor job in regulating gamblingGambling is very serious problem & government is doing very poor job in regulating gambling

Note: % who feel that gambling is a serious problem and that the government is doing a poor job in regulating gambling.

24

Gambling “Public Pressure” Barometer

48%

27%

13%

7%

16%

5%

1%

1%

23%6%

Canada


See Benefits ButShow Concern

Gambling Benefitsthe Economy

Gambling Freedom

Gambling is serious/very serious problem & government is doing poor/very poor job in regulating gamblingGambling is very serious problem & government is doing very poor job in regulating gambling

Note: % who feel that gambling is a problem and that the government is doing a poor/very poor job in regulating gambling.

Gambling Behaviour

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Changes to Gambling Behaviour in the Past 3 Years

35%

55%

10%

Less

About the same

More

C1. Compared to 3 years ago (2005), would you say that today you gamble more, less or about the same amount as before?

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Changes to Gambling Behaviour in the Past 3 Years: Age & Gender

51%

48%

54%

49%

52%

46%

Less

About thesame

More

Male Female

A3. Please indicate on a scale of 1 to 5 whether you think your provincial government is doing a good job or a poor job on the responsibilities they are facing. Would you say the provincial government is doing a good job or a poor job in…?Note: % rated government as doing a good job (i.e., 4 or 5 out of 5).

23%

30%

49%

32%

28%

17%34%

41%

45%

18-34 35-54 55+

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Changes to Gambling Behaviour in the Past 3 Years: Attitude Segments

35%

27%

22%

21%

23%

27%

27%

16%

16%

25%

34% 27%More

About the same

Less

Gambling Freedom Gambling Benefits the EconomySee Benefits But Show Concern Problems Outweigh the Benefits

Acceptability of New Forms of Gambling

30

Acceptability of New Gambling Concepts

36%

35%

31%

31%

27%

25%

23%

18%

Sports Betting online

Poker for money online

Interactive lottery games online

Casino type games for money online

Casino type games for money en route

Lottery tickets via a mobile device

Casino games for money via in-home TV

Casino type games for money via a mobile device

D7. Of the following gambling activities, please indicate on a scale of 1 to 5 which you think are acceptable forms of gambling?

31

Acceptability of New Gambling Concepts: Gender

42%

40%

35%

34%

31%

29%

25%

20%

31%

30%

28%

28%

24%

22%

21%

16%








Casino type games for money via a mobiledevice

Male Female


32

Acceptability of New Gambling Concepts: Age

56%

56%

48%

47%

36%

35%

34%

30%

35%

33%

30%

30%

28%

25%

23%

17%

20%

18%

17%

17%

17%

16%

12%

8%

0% 10% 20% 30% 40% 50% 60% 70%








Casino type games for money via a mobiledevice

18-34 35-54 55+


33

Acceptability of New Gambling Concepts: Online Wagering Concepts

67%

65%

59%

56%

30%

29%

22%

24%

29%

27%

26%

27%

13%

12%

11%

10%

Sports Bettingonline

Poker for moneyonline

Interactive lotterygames online

Casino type gamesfor money online Gambling Freedom

Gambling Benefits the EconomySee Benefits But Show ConcernProblems Outweigh the Benefits


34

Acceptability of New Gambling Concepts: Mobile/EnRoute/In-Home

49%

44%

44%

35%

22%

20%

18%

15%

22%

20%

18%

13%

8%

11%

8%

5%

Casino type gamesfor money en route

Lottery tickets via amobile device

Casino games formoney via in-home

TV

Casino type gamesfor money via amobile device

Gambling FreedomGambling Benefits the EconomySee Benefits But Show ConcernProblems Outweigh the Benefits


In Summary

As an Industry – Where do we go from here?

• Benefits and Concerns about Gambling – Attitude Segmentation

–The majority of Canadians see the economic benefits of provincial controlled gambling and feel that it is the individuals choice whether to participate or not. Most also recognize the problems associated with gambling. Even those Canadians who see the problems of gambling as outweighing any benefits, spend time dabbling in lottery and casino play. When given the choice of higher taxes versus more gambling revenue – most choose the latter.

• Gambling Addiction – Putting it in Context

–Canadians see gambling addiction as a problem to be addressed. The heightened gambling addiction awareness campaigns have helped heighten the awareness of gambling problems. Different provinces see other social issues as much more pressing (i.e. crime rates and drug addiction in BC and Alberta, alcohol abuse in Manitoba and Saskatchewan, all other issues in Ontario, speeding in Quebec, and unemployment and alcohol abuse in the Maritimes.

–Canadians who see problems overshadowing any benefits or those who are somewhat concerned about the problems are more likely view all social issues, particularly gambling addiction, as problems.



• Government and Gambling

–The gambling public pressure barometer is highest in the East and lowest in BC and Ontario – a reflection of a more cautious approach in British Columbia and Ontario to the placement of electronic gambling machines into age controlled and regulated environments.

–Those with negative views on the economic benefits of gambling register higher on the public pressure barometer. The Gambling Freedom segment, with a view that regulating should be left to the individual not the government, exerts the least amount of public pressure.

• Are Canadians Gambling More, Less or the Same Amount as 3 years Ago.

–One third of Canadians say they are gambling less than they did 3 years ago. Older Canadians are more likely to be gambling less while younger Canadians are more likely to be gambling more. Unfortunately for lottery jurisdictions in Canada, this younger group favoursthe technology driven gambling options of the future.



• The Next Wave of Gambling

–Despite views that gambling addiction is becoming more of a concern, acceptance of more convenient technology driven gambling delivery systems is also on the rise. Younger males, those who feel it is up to the individual to control his own gambling, and those who recognize the benefits of gambling are far more likely to approve of these new delivery systems.

–Any public policy addressing gambling expansion, whether it is for online gambling, for lottery ticket purchase through mobile devices or for allowing single game sports betting, needs to balance the views of those favouring economic benefits versus those with concerns about the problems of gambling.

–The segments presented are a foundation for understanding how current gambling policy has shaped Canadians attitudes towards gambling and can be used to guide future changes that are needed to address some of the shortcomings of today's legal gambling options.

2008 national gambling report - canadian gaming...

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