2012 general population segmentation

Nobody’s Unpredictable

2012 General Population Segmentation Final report – April 2012

April 2012

Florida Lottery – 2012 Segmentation

What is Segmentation?

2

A segmentation groups a market or population into

meaningful subgroups

Segment members share

characteristics and market influences that cause them

to have similar product and/or service needs


Exploring The Market

ETHNOGRAPHIES

BUILD/REFINE PRODUCT

EXPLORE MARKET

TRACK MARKET

Strategic Research Tactical Research

FOCUS GROUPS

BRAND IMAGE STUDY

MARKET SEGMENTATION

USAGE & ATTITUDE STUDY (U&A)


Methodology

4

Target Respondent

Sample Size

Method of Data Collection

Survey Length 20+ minutes

Internet

18+, proportionate to population

n=1350


INTRODUCTION & SCREENING

• 18 years or older • Resident of Florida (most of year) • Not employed by a market research firm,

advertising firm, media organization, or gambling business (including lottery)

AWARENESS AND CORPORATE IMAGE

• Game awareness

• Informed about the Lottery

• Overall opinion of the Lottery

• Perceptions of the Lottery

Questionnaire Content

The basic flow of the survey was as follows:

LOTTERY PARTICIPATION, SPEND & FREQUENCY

• Participation in lottery games (past year and past month)

• Reported spending • Frequency of play • Reasons for not playing

OTHER GAMING PARTICIPATION

• Participation • Reporting Spending

SEGMENTATION INPUTS

• Gaming motivations • Policy concerns & harmfulness of gaming • Lifestyle statements • Technology attitudes

TECHNOLOGY & MEDIA HABITS

• Internet activities • Social media usage • Leisure activities • TV & radio habits

DEMOGRAPHICS

• Marital status • Education • Employment • Income


Reading the Report

6

Where applicable, statistically significant differences are noted between segments.

Each segment has been identified by a letter. If the letter for one segment appears next to another segment, it means that there are significant differences between them.

For example, if the percentage for Self-Assured Realists (A) is significantly higher than the Apprehensive Regulars (B), the letter B will appear next to the Self-Assured Realists. This will denote significant differences between the groups.

A B C D E

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists

(n=195)

Indifferent Drop-ins (n=73*)

83% BDEF 69% EF 97% ABDEF 72% EF 11%

78% BDEF 66% EF 92% ABDEF 58% EF 19%

Letter codes for each segment

This result is significantly higher than the results for all segments denoted by the letter codes B, D, E and F.


Introducing the Segments


Self-Assured Realists

8

Rational, Confident, Engaged

Lottery Play

84% played a lottery game in past year and majority played in past month (71%)

Play a variety of games: Scratch, jackpot games, “niche” games

Highest share of spend on Fantasy 5

Other Gaming

Highest participation in other gaming (57%):

Indian Casinos

Resort Casinos

Past Year Spend: 25%

Demographics

14% Hispanic

Average income/education

40% are 35-54 years old

Technology

Comfortable with technology and works well for them

Don’t want to think, just want it to work

World seems closer thanks to the Internet

Lifestyle Statements

Well informed about current events

Believe higher education is essential

Some belief in fate Motivations & Attitudes

Highly motivated:

For fun & excitement

Chance to win a little money

To dream about winning big

When jackpot is high

Positive overall opinion of the lottery (65%)

Segment Size: 21%


Apprehensive Regulars

9

Segment Size: 26%

Committed, Involved, Conflicted, Anxious


Demographics

21% Hispanic

Slightly younger – 32% are 18-34 years old

Average income/education

Motivations & Attitudes

Strong motivations to play lottery:

Dream about winning big

Feeling lucky

Easy to play

Special occasions

Omen or sign

Opinion of the lottery skews positive (49% positive, 33% neutral)

Concern that “many people who play the lottery cannot afford it”

Concerns about harmfulness of some gaming

Lottery & Gaming

80% have played in the past year; 69% in the past month

Play variety of games

Tend to spend less than other playing segments (except for Cash 3, Play 4)

High participation in other gaming:

Raffles, some bingo, casinos, I-gaming

Lifestyle

Often feel left out of decisions that affect me

Important to feel part of a group

Everything is changing too fast today

Technology

Connected – fairly comfortable & knowledgeable

Some concerns – conducting financial transactions on the Internet, etc


Passionate Gamers

10

Enthusiastic, Supporters, Optimistic

Segment Size: 17% Past Year Spend: 33%

Demographics

34% Hispanic

Youngest segment – 37% are 18-34

54% male

Least educated – 27% HS or less

Lottery & Gaming

Most are past year players (91%) and 86% played past month

Play all games - Cash 3, Play 4, Fantasy 5, Powerplay

Highest participation in other gaming:

Bingo, Raffles, Jai Alai, I-gaming


Highly motivated to game:

Exciting & fun

Dreaming

Anticipation

Luck

Most informed about the Lottery

Strongest overall opinion of Lottery

Believe it is up to the individual to control their own gambling

Some mild policy concerns – harmfulness of the Internet, horse racing, etc.


Dreamers

More experimental than traditional

Competitive, like to win

Belief in fate and luck

Well-informed about current events

Technology

Very knowledgeable & comfortable

Defines self image



Not highly motivated:

High jackpots

Chance to win a little money

Corporate image of Lottery skews positive (45%)

Not morally opposed to gaming

Views toward gaming lean liberal but some policy concerns – I-gaming, sports betting

Lottery Participation

Three quarters played in past year (60% past month)

Play traditional games:

Scratch, Lotto, Powerball


11

Segment Size: 14%

Careful, Modest, Thoughtful


Demographics

10% Hispanic

Older segment – 59% 55+, 37% 65+

Most likely to be retired – 35%

Lower income

Skews female (56%)

DABBLERS

Some raffles, casinos

Other Gaming

Lifestyle & Technology

Prefer to work quietly behind the scenes

Everything is changing to fast today

DO NOT enjoy danger or adventure

More traditional than experimental

Tech avoiders

Seek advice of others when it comes to technology


Indifferent Drop-ins

12

Past Year Spend: 1% Segment Size: 14%

Unengaged, Samplers, Dabblers

Demographics

21% Hispanic

Average age – 32% 18-34 & 39% 55+

64% college grads

Slightly higher income (14% 100K or more)

Lottery & Gaming

17% played past year but very little spend

Lotto – 12% played in past year

Virtually no participation in other gaming


Unmotivated to play

Not interested

Waste of money

Least informed of the Lottery

Fairly neutral opinion of the Lottery (28% positive, 42% neutral)

c

Lifestyle & Technology


Belief in formal education (beyond HS)

Do not like introducing element of danger

Comfortable with technology but is not self-defining


Prohibitionists

13

Concerned, Reserved

Segment Size: 7% Past Year Spend: <1%

Demographics

26% Hispanic

Oldest segment – 48% 65+ yrs

Skew female

Largest portion of retirees – 45%

Majority have college education

Lottery & Gaming

Only 7% played in the past year

Contribute virtually nothing in terms of overall revenue

NO ENGAGEMENT

Technology

Not uncomfortable but NOT savvy

World seems closer thanks to Internet but have concerns that technology is negatively impacting social interaction


Negative attitude towards gaming & LOTTERY

Majority are morally opposed to gaming – 78%

Strong policy concerns

Not informed about Lottery and lowest overall opinion (63% negative)


Mild regret: everything is changing too fast today


More traditional than experimental


Segment Size vs. Proportion of Past Year Lottery Spend

21% 25%

26% 27%

17%

33% 14%

14% 14%

1% 7%

<1%

Segment Size Proportion of Spend

14

Prohibitionists

Indifferent Drop-Ins


Passionate Gamers



85% of total spend derived

from 64% of the population


Gaming Motivations


Gaming Motivations - % Agree (5,6,7): Segments

16

A B C D E





(n=195) Indifferent Drop-

ins (n=73*)

83% BDEF 69% EF 97% ABDEF 72% EF 11%

78% BDEF 66% EF 92% ABDEF 58% EF 19%

65% DEF 61% DEF 91% ABDEF 49% EF 4%

61% DEF 61% DEF 93% ABDEF 37% EF 1%

56% DEF 58% DEF 90% ABDEF 40% EF 10%

64% BDEF 53% DEF 92% ABDEF 26% EF 11%

53% DEF 56% DEF 88% ABDEF 27% EF 3%

51% DEF 52% DEF 86% ABDEF 30% EF 0%

54% BDEF 45% DEF 94% ABDEF 11% E 2%

48% DEF 50% DEF 84% ABDEF 24% EF 7%

73%

68%

60%

58%

56%

55%

52%

50%

47%

47%

For the chance to win a little bit of money

When the jackpot is high

For the anticipation of winning

So you can dream about what you would do if you

won big

Because it's easy to play

For entertainment or fun

Because you feel lucky that day

When you have spare change

Because it's exciting

When it's a special occasion (holiday, birthday,

anniversary)

Total (n=1167)

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. * Small base size, interpret with caution.

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities


Gaming Motivations - % Agree (5,6,7) - Segments

17

A B C D E





(n=195) Indifferent

Drop-ins (n=73*)

38% DEF 46% DEF 74% ABDEF 25% E 5%

31% EF 36% EF 78% ABDEF 31% EF 9%

37% DEF 40% DEF 77% ABDEF 15% E 0%

25% DEF 38% ADEF 81% ABDEF 12% EF 1%

25% EF 31% DEF 76% ABDEF 20% EF 2%

20% DEF 33% ADEF 72% ABDEF 7% 5%

18% DEF 30% ADEF 66% ABDEF 8% E 0%

15% DEF 30% ADEF 73% ABDEF 4% 1%

16% DEF 27% ADEF 55% ABDEF 5% 2%

12% DE 26% ADEF 64% ABDEF 3% 2%

42%

40%

38%

35%

34%

31%

28%

27%

24%

24%

It's completely impulsive

To support worthy causes

Because if you play eventually it's your turn to

win

For the challenge

If you don't play, your numbers will come up/miss

your chance

As a distraction from everyday routines

Because you get an omen or sign that reminds you to

play

For a break in your day

Because you play in a pool or group with other people

After you see or hear advertising

Total (n=1167)

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. * Small base size, interpret with caution.



Policy Considerations


Statements About Lotteries & Gaming in Florida - % Agree (5,6,7)

19

A B C D E F





(n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

90% BE 80% 95% ABDEF 89% BE 72% 84%

93% BDEF 74% F 96% BDEF 82% F 74% 63%

77% BDEF 54% EF 86% ABDEF 53% EF 40% F 14%

37% 61% A 52% A 54% A 52% A 80% ABCDE

61% BDEF 33% EF 80% ABDEF 26% F 22% F 2%

16% 39% A 42% AE 32% A 31% A 62% ABCDE

5% 29% ADE 29% AD 18% A 20% A 79% ABCDE

6% 28% AD 38% ABDE 14% A 20% A 58% ABCDE

2% 23% AD 21% AD 7% A 18% AD 78% ABCDE

85%

82%

59%

53%

42%

34%

24%

24%

19%

It's important that the money the State gets from the lottery goes to a good

cause

It is up to each individual to control their own gambling

The lottery is an appropriate way to raise revenue for

Florida

I'm concerned that many of the people who play the

lottery can't really afford it

Lotteries are an innocent form of entertainment

Florida is too dependent on the lottery as a source of

revenue

There is too much gambling in Florida

More controls should be placed on where and when

people can play lottery games

I am morally opposed to gambling

Total (n=1350)

G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'.

Base: All respondents * Small base size, interpret with caution.


Harmfulness of Gambling Activities - % Harmful (5,6,7) – Segments

20

A B C D E F





(n=195)



19% 55% ACE 29% A 57% ACE 32% A 95% ABCDE

12% 48% ACDE 27% A 35% A 25% A 95% ABCDE

8% 43% ACDE 25% A 31% A 24% A 94% ABCDE

7% 42% ACE 23% A 40% ACE 22% A 96% ABCDE

13% 39% ACE 20% A 34% ACE 19% 93% ABCDE

11% 38% ACE 21% A 38% ACE 19% A 89% ABCDE

5% 40% ACDE 24% A 22% A 20% A 93% ABCDE

10% 33% ACE 21% A 30% AE 19% A 76% ABCDE

5% 34% ACDE 20% A 14% A 13% A 89% ABCDE

<1% 24% ACD 13% A 7% A 16% AD 87% ABCDE

1% 25% ACDE 14% AD 5% A 12% AD 82% ABCDE

3% 19% AE 13% A 12% A 6% 77% ABCDE

2% 15% ADE 13% ADE 4% 4% 66% ABCDE

1% 13% ADE 11% A 6% A 7% A 67% ABCDE

43%

35%

32%

32%

31%

30%

28%

27%

24%

18%

17%

16%

12%

12%

Any type of gambling on the Internet

Horse or dog-track betting

Resort Casinos such as Reno or Las Vegas

Sports betting

VLT's or Video Poker

Card rooms

Indian casinos in Florida

Playing Poker for fun on the Internet

Cruiseship casinos

Lottery draw games, such as Powerball and Florida

Lotto

Lottery Scratch-Off games

Gambling where proceeds go to churches or charities

Bingo

Raffles

Total (n=1350)

G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘.



Lifestyle Statements & Attitudes towards Technology


Lifestyle Statements - % Agree (5,6,7) – Segments

22

A B C D E F





(n=195)



85% BE 74% 91% BDEF 81% E 66% 81% E

74% BDE 53% 87% ABDEF 58% 52% 63%

67% BDEF 57% EF 92% ABDEF 51% EF 26% 17%

53% 51% 69% ABEF 60% E 48% 53%

61% BDEF 44% E 81% ABDEF 47% E 33% 42%

49% 47% 65% ABDEF 42% 44% 47%

52% BDE 41% 78% ABDEF 40% 32% 39%

52% BD 36% 69% ABDEF 35% 44% 41%

44% 41% 61% ABDEF 45% 43% 47%

46% D 42% D 78% ABDEF 25% 43% D 42% D

44% F 40% F 75% ABDEF 37% 37% 25%

33% 47% AE 72% ABDEF 49% AE 29% 42% E

54% BDEF 43% DEF 81% ABDEF 24% 25% 21%

39% E 42% E 74% ABDEF 41% E 29% 36%

80%

64%

57%

56%

52%

49%

48%

46%

46%

46%

45%

45%

45%

44%

Post secondary education essential for success


Dream about winning the lottery


I believe in fate

Most important education is outside school

Balance potential losses and gains in money

People should have the right to potentially harm

themselves People deserve only what

they work for

I am an adventurer

Enjoy life today – without future worry


I like to win and feel I have beaten the world

Often think to the past with regret

Total (n=1350)

G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements.


Continued...


Lifestyle Statements - % Agree (5,6,7) – Segments continued

23

A B C D E F





(n=195)



42% E 41% E 66% ABDEF 48% E 28% 36%

31% D 30% D 67% ABDEF 21% 32% D 34% D

34% D 28% D 68% ABDEF 14% 27% D 36% D

37% DEF 32% DEF 72% ABDEF 11% 15% 19%

32% DE 28% D 62% ABDEF 16% 20% 29% D

22% 30% ADE 67% ABDEF 15% 19% 30% DE

27% D 27% D 62% ABDEF 15% 22% 27% D

22% 27% 53% ABDEF 21% 24% 34% AD

25% DE 30% DE 57% ABDEF 15% 17% 26% D

14% 29% ADE 46% ABDEF 15% 16% 23%

19% F 24% DEF 54% ABDEF 16% 13% 9%

19% D 24% DEF 50% ABDEF 5% 13% D 13% D

4% 11% AD 39% ABDEF 2% 10% AD 8% D

44%

36%

34%

33%

32%

31%

30%

30%

29%

24%

24%

22%

12%

Things in my life are not as good as they once were

What you own says a lot about your success

I like discussions about how to spend money

I like the challenge of going against the odds

I am a generally lucky person

Very important for me to feel a part of a group

I’m more experimental than traditional

Not interested in financial gain – just avoid losses

I try new products before my friends do

I often feel left out of decisions that affect me

Often buy new brands just to try them

I enjoy some element of danger in my life

Most nights I am out at a social event

Total (n=1350)




Attitudes Toward Technology - % Agree (5,6,7) – Segments

24

A B C D E F





(n=195)



78% BDEF 58% 83% BDEF 61% 50% 64% E

76% BDEF 57% D 81% BDEF 47% 58% D 55%

64% DEF 56% D 83% ABDEF 38% 50% D 48%

54% B 44% 61% BE 60% BE 44% 59% BE

41% 39% 57% ABE 58% ABE 37% 54% ABE

34% 49% AE 52% AE 44% A 38% 59% ADE

41% D 44% D 60% ABDEF 19% 37% D 35% D

28% 39% AE 61% ABDEF 40% AE 28% 46% AE

35% DE 36% DE 62% ABDEF 13% 23% D 35% D

23% 29% 50% ABE 43% AB 32% 45% AB

22% 34% A 45% ABDE 29% 30% 42% AD

25% 35% AE 42% ADE 27% 24% 30%

24% D 33% ADE 56% ABDEF 4% 22% D 27% D

24% D 25% D 53% ABDEF 7% 20% D 21% D

66%

64%

58%

52%

46%

45%

41%

39%

35%

35%

32%

31%

29%

26%


Technology works very well for me

I feel comfortable with new technologies

Don’t want to think about technology, just want it to

work I often seek advice when it

comes to technology Internet technology

negatively affects social interaction

More knowledgeable about technology than

most Concerned about online

financial transactions

Others seek my opinion about technology

Prefer newspapers and TV for news

World would be fine without so much

technology Sometimes feel like a slave

to technology

Technology partly defines my self image

I like to be the first to try the latest technology

Total (n=1350)

G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements.



Corporate Image


Total (n=1350)





(n=195)



Informed About Florida Lottery

26 Base: All respondents

C1. How well informed do you feel you are about who the Florida Lottery as an agency is and what they do?

8% 4% 8% 21%

7% 2% 4%

39% 47% 45%

46%

36%

17% 20%

34% 34% 33%

26%

41%

40% 29%

18% 15% 12% 7%

13%

36% 43%

0%

20%

40%

60%

80%

100%

Not at all informed

Not very well informed

Somewhat informed

Very well informed

* Small base size, interpret with caution.


Overall Opinion of The Florida Lottery - % Positive (5,6,7)


C2. How would you describe your overall opinion of the Florida Lottery as an agency on a scale from 1 to 7, where '1' means your opinion is 'Very Negative' and '7' means your opinion is 'Very Positive'?

25% 30% 28% 24% 24% 20% 7%

19%

28%

17% 29% 16%

4%

4%

9%

7%

3%

32%

5%

4%

1%

52%

65%

49%

85%

45%

28%

12%

0%

20%

40%

60%

80%

100%

7 - Very Positive

6

5

Total (n=1350)





(n=195)





Perceptions of the Florida Lottery - % Agree (5,6,7)

28

A B C D E F

% Agree (5,6,7) Total (n=1350)





(n=195)


Prohibition-ists

(n=98*)

The Florida Lottery offers convenient locations for me to purchase tickets 82% 94% BDEF 79% EF 95% BDEF 87% BEF 59% 59% The Florida Lottery offers convenient ways of cashing in winning tickets 67% 77% BEF 66% EF 91% ABDEF 70% EF 41% 33% The Florida Lottery markets its games to adults only 65% 75% BDEF 61% EF 93% ABDEF 59% EF 46% 41% The Florida Lottery games and drawings are run fairly and honestly 61% 74% BDEF 56% EF 86% ABDEF 57% EF 40% F 27% The Florida Lottery goes about marketing lottery games in a socially responsible way 57% 67% BDEF 53% EF 92% ABDEF 53% EF 35% F 17% The Florida Lottery is operated fairly and honestly 57% 68% BDEF 54% EF 84% ABDEF 52% EF 35% 25% I know where money made by the Florida Lottery is supposed to go 54% 62% BEF 48% E 74% ABDEF 53% E 34% 42% The Florida Lottery makes a positive contribution to the state of Florida 53% 61% DEF 54% DEF 85% ABDEF 43% EF 31% 22% Money from the lottery is going to a good cause 53% 61% BEF 49% EF 82% ABDEF 52% EF 32% 25% The Lottery helps to improve the quality of education in Florida 51% 56% DEF 51% EF 84% ABDEF 41% F 31% 22% I am satisfied with the job the Florida Lottery is doing 49% 62% BDEF 46% EF 80% ABDEF 41% EF 26% F 14% Florida Lottery advertising is fun and entertaining 48% 56% DEF 51% DEF 86% ABDEF 33% EF 20% 17% Florida Lottery games provide entertainment value for your money 45% 51% DEF 44% EF 83% ABDEF 36% EF 18% 18% The Florida Lottery is a good corporate citizen 44% 51% BDEF 41% DEF 80% ABDEF 30% F 25% F 14% It's fun to play the Lottery even if you don't win 40% 47% BDEF 36% DEF 79% ABDEF 24% F 20% 13% Money from the Florida Lottery is going where it is supposed to go 38% 43% BDEF 34% EF 69% ABDEF 31% F 22% 14% C3. [TOP3BOX (5-7] Here are some statements that could be made about the Florida Lottery. Please indicate how you feel about each statement on a scale of '1' to '7', where '1' means you Strongly Disagree and '7' means you Strongly Agree with the statement.

* Small base size, interpret with caution. Base: All respondents

Florida Lottery – 2012 Segmentation 29

Factual Statement About Florida Lottery Proceeds

C4. The 1987 Florida Legislature enacted The Florida Public Education Lottery Act requiring that net proceeds from lottery games go to support improvements to public education programs throughout the State. Below are two factual statements about where the proceeds from the Florida Lottery go. With this in mind, please select which statement is more convincing and reassuring to you that Lottery money is going to education.

$23 billion to education since 1988

30% of the money the Lottery takes in

goes to education

51%

49%

55%

45%

51%

49%

63%

37%

51%

50%

43%

57%

35%

65%

Total (n=1350) Self-Assured Realists (n=289) Apprehensive Regulars (n=350) Passionate Gamers (n=223) Cautious Traditionalists (n=195) Indifferent Drop-ins (n=194) Prohibitionists (n=98*)


% More Convincing/ Reassuring


Lottery Awareness & Participation


Unaided Awareness of Florida Lottery Games

31

A B C D E F





(n=195)



90% BEF 81% EF 93% BEF 88% BEF 51% 47%

70% BEF 57% EF 71% BEF 72% BEF 34% 30%

62% EF 55% EF 62% EF 52% EF 22% 16%

37% EF 34% EF 40% EF 39% EF 11% 8%

40% BEF 29% EF 39% BEF 31% EF 14% 7%

37% BCEF 22% 26% EF 33% BEF 15% 14%

30% BEF 22% EF 39% BDEF 26% EF 10% 7%

17% EF 13% F 17% EF 11% F 7% 2%

3% 1% 2% 2% 1% 0%

2% 1% 5% BDEF 1% 0% 0%

0% 1% 4% ABDE 0% <1% 0%

79%

59%

50%

31%

30%

26%

24%

13%

2%

2%

1%

Net Awareness of Any Game

Florida Lotto

Powerball

Fantasy 5

Cash 3

Scratch-Off Games

Play 4

Mega Money

EZ Match

Millionaire Raffle/Holiday Raffle/Firecracker Million-

aire Raffle/Lucky 7 Raffle

Lucky Lines

Total (n=1350)

B1. Please use the text boxes below to write down which Lottery games in Florida, if any, you are aware of.



Share of Players and Spending By Segment

32



Passionate Gamers


Indifferent Drop-ins

Prohibitionists

21%

26%

17%

14%

14%

7%


% of Population Share of Players Share of Spending

27%

30%

22%

16%

4%

1%

25%

27%

33%

14%

1%

<1%


Participation in Any Game


D2/D3. In the past month/ 12 months have you spent money on the following games?

68%

84% 80%

91%

76%

17%

7%

58%

71% 69%

86%

61%

11%

3%

10% 13% 11%

6%

16%

6% 5%

0%

20%

40%

60%

80%

100% Past Year Past Month Past Year but not Past Month

Total (n=1350)





(n=195)

Indifferent Drop-ins n=194)




Florida Lottery Participation & Retention – Any Game Summary - Segments

34

68%

84% 80%

91%

76%

17%

7%

58%

71% 69%

86%

61%

11%

3% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Played Past Year Played Past 4 Weeks

Average $ Past Month


Total (n=1350)





(n=195)



$37 $33 $32 $54 $29 ** **

**Base size too small to report

85% 85% 86% 94%

80%

65%

43%

Player Retention


Florida Lotto Participation & Retention Summary – Segments

35

47%

56% 51%

66% 60%

12% 6%

35% 40% 40%

53%

45%

6% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Total (n=1350)





(n=195)



$15 $15 $13 $20 $12 ** **



74% 71%

78% 80% 75%

50%

17%

Player Retention


Scratch-Off Participation & Retention Summary – Segments

36

39%

53%

42%

57%

41%

7% 5%

27%

38%

27%

47%

23%

3% 3% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Total (n=1350)





(n=195)



$19 $17 $15 $24 ** ** **



69% 72%

64%

82%

56%

43%

60%

Player Retention


Powerball Participation & Retention Summary – Segments

37

39%

50% 47%

50%

42%

8% 2%

28% 34% 34%

40%

28%

5% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Total (n=1350)





(n=195)



$13 $11 $14 $17 ** ** **



71% 68%

72% 80%

67% 63%

50%

Player Retention


Past Month Lottery Participation

38

A B C D E F





(n=195)



71% DEF 69% EF 86% ABDEF 61% EF 11% F 3%

40% EF 40% EF 53% ABEF 45% EF 6% 1%

34% EF 34% EF 40% DEF 28% EF 5% 1%

38% BDEF 27% EF 47% BDEF 23% EF 3% 3%

16% DEF 13% EF 23% BDEF 8% EF 1% 0%

9% EF 7% EF 14% BDEF 4% 1% 0%

7% EF 7% EF 15% ABDEF 6% EF 1% 0%

5% EF 7% DEF 15% ABDEF 2% 1% 0%

6% EF 3% E 9% BEF 4% E 0% 0%

5% EF 5% EF 10% ABDEF 2% 0% 0%

2% 2% 4% E 2% 0% 0%

1% 3% A 4% ADE <1% <1% 0%

58%

35%

28%

27%

12%

7%

7%

6%

4%

4%

2%

2%

Any Game

Florida Lotto

Powerball

Scratch-Offs

Fantasy 5

Cash 3

Mega Money

Play 4

Xtra

Powerplay

EZMatch

Lucky Lines

Total (n=1350)

D3. In the past month have you spent money on the following games?



Past Year Lottery Participation

39

A B C D E F





(n=195)



84% EF 80% EF 91% ABDEF 76% EF 17% F 7%

56% EF 51% EF 66% BEF 60% EF 12% 6%

53% BDEF 42% EF 57% BDEF 41% EF 7% 5%

50% EF 47% EF 50% EF 42% EF 8% 2%

22% EF 20% EF 33% ABDEF 16% EF 2% 0%

14% DEF 14% DEF 26% ABDEF 7% EF 1% 0%

15% EF 11% EF 19% BDEF 8% EF 1% 0%

10% DEF 12% DEF 23% ABDEF 3% 2% 0%

8% EF 7% EF 17% ABDEF 5% F 2% 0%

8% EF 4% 14% ABDEF 5% F 1% 0%

5% E 4% E 11% ABDEF 4% E <1% 0%

4% E 4% E 10% ABDEF 3% E 0% 0%

3% E 3% E 9% ABDEF 3% E 0% 0%

68%

47%

39%

39%

18%

12%

11%

10%

7%

6%

5%

4%

3%

Any Game

Florida Lotto

Scratch-Offs

Powerball

Fantasy 5

Cash 3

Mega Money

Play 4

Powerplay

Xtra

Lucky Lines

Raffle

EZMatch

Total (n=1350)

D2. In the past 12 months have you spent money on the following games?



Frequency of Lotto Play By Segment

40 Base: Past Year Players

D6. On average, how often would you say you play Florida Lotto?

72% 65%

75%

87%

68%

44% 39% 40%

57%

44%

0%

20%

40%

60%

80%

100%

Total (n=635)




Cautious Traditionalists (n=118)

Once a week or more often Once a month or more often


Frequency of Powerball Play By Segment


D6. On average, how often would you say you play Powerball?

69% 63%

71%

84%

59%

40% 37% 39%

54%

29%

0%

20%

40%

60%

80%

100%

Total (n=520)




Cautious Traditionalists (n=81)*




Frequency of Scratch-Off Play By Segment


D6. On average, how often would you say you play Scratch-Offs?

63% 56%

67%

78%

53%

27% 21%

27%

40%

19%

0%

20%

40%

60%

80%

100%

Total (n=523)




Cautious Traditionalists (n=79)*




Florida Lottery Participation – Once a Week or More

43

A B C D E F





(n=195)



45% 44% 57% ABD 44% 28% 34%

55% 44% 64% B 47% 42% 0%

39% 40% 57% AB 44% 31% 15%

25% 44% 51% A 47% 51% 0%

37% 39% 54% ABD 29% 43% 0%

15% 43% 41% 64% 64% 0%

20% 33% 38% 22% 100% 0%

21% 27% 40% ABD 19% 9% 35%

4% 14% 32% 0% 0% 0%

0% 0% 15% 0% 0% 0%

47%

54%

44%

41%

40%

38%

31%

27%

17%

6%

Any Game (Net)

Fantasy 5

Florida Lotto

Mega Money

Powerball

Play 4

Cash 3

Scratch-offs

Lucky Lines

Raffle (Millionaire, Firecracker, etc.)

Total (n=1350)

D6. [SUMMARY - ONCE A WEEK OR MORE OFTEN] On average, how often would you say you play ...?



Reasons for Not Playing the Lottery

44

A B C D E F



Passionate Gamers

(n=47**)


(n=93*)



67% C 65% C 44% 66% C 61% 60%

36% 44% C 22% 39% 58% ABCD 77% ABCDE

62% BEF 45% 44% 57% EF 36% 35%

53% EF 39% F 50% EF 42% EF 28% 24%

16% 15% 5% 10% 25% CD 23% CD

16% 22% E 11% 12% 12% 29% ACDE

0% 11% AD 4% 3% 11% AD 68% ABCDE

24% DEF 19% EF 19% EF 10% F 4% 2%

13% EF 13% EF 18% EF 9% F 5% 1%

5% 8% 5% 5% 10% 5%

5% 6% 6% 3% 7% 6%

6% 5% 2% 3% 2% 2%

62%

49%

45%

37%

18%

17%

16%

12%

9%

7%

5%

4%

The odds of winning are too poor

It's a waste of money

Don't have the extra money available

I am not lucky, never win

Lottery games are just not interesting enough for me

I am not sure where the money goes

I consider myself morally opposed to gambling

I'd like to play, but I just never remember to

Can't use my debit card to purchase lottery games

Too much trouble to find out whether I have won

I don't know how to play/ it's too complicated

I don't want to go to the customer service desk in

my supermarket

Total (n=643)

D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given for why they rarely or never play the Lottery. Please check off the reasons that apply most to you.

* Small base size, interpret with caution. ** Very small base size, interpret with extreme caution.

Base: All applicable respondents Continued...


Reasons for Not Playing the Lottery continued

45

A B C D E F



Passionate Gamers

(n=47**)


(n=93*)



5% 5% 2% 6% 4% 3%

10% DF 3% 5% 2% 4% 1%

1% <1% 10% ABF 2% 4% 0%

1% 3% 0% 3% 2% 4%

2% 1% 2% 0% 1% 3%

1% 1% 5% E 0% 0% 1%

1% 1% 0% 0% 1% 0%

0% <1% 2% 1% <1% 2%

0% 1% 0% 0% 1% 1%

1% 0% 2% 1% 1% 0%

0% 0% 0% 0% 0% 2%

0% 0% 0% 0% 0% 3% E

1% 0% 0% 1% 1% 1%

0% 0% 0% 0% <1% 0%

4%

4%

2%

2%

1%

1%

1%

1%

1%

1%

<1%

<1%

1%

<1%

The prize amounts and jackpots don't appeal to me

Retailer/clerk never asks

I don't know what the jackpot amount is

Government remove the funds from education

There are no lottery retailers near me

Can't buy the games I like from Lottery vending

machines Afraid to ask the

retailer/clerk

Retailer/clerk at the store I frequent is not friendly

Don't buy lottery tickets/ don't gamble

Positive mentions

Encourages the poor to gamble

Lottery is dishonest

Other

Don't know

Total (n=643)

D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given for why they rarely or never play the Lottery. Please check off the reasons that apply most to you.


Base: All applicable respondents


Scratch-off Price Points Played – Segments

D9. From the list of Scratch-off game prices below, please check off which ones you have purchased over the past year. Then, please indicate which one price of Scratch-off Game you would say you purchase most often.

$1 Games

$2 Games

$3 Games

$5 Games

$10 Games

$20 Games

86%

65%

30%

48%

23%

19%

90%

69%

26%

47%

20%

18%

84%

66%

34%

55%

27%

19%

86%

68%

45%

59%

34%

30%

80%

60%

13%

31%

12%

9%

Base: Spent money on Scratch-offs in past 12 months * Small base size, interpret with caution.

Past Year

D D

AD

D D

D

D AD

AD

56%

23%

6%

10%

2%

4%

56%

24%

5%

9%

0%

6%

56%

21%

7%

10%

1%

5%

54%

23%

6%

11%

4%

3%

54%

26%

5%

9%

2%

3%

Most Often

Total (n=523) Self-Assured Realists (n=153) Apprehensive Regulars (n=145) Passionate Gamers (n=128) Cautious Traditionalists (n=79*)

A


Frequency of Scratch-off Participation by Price Point – Once a Week or More

47

A B C D



Passionate Gamers


25% 19% 46% ABD 22%

16% 24% 45% ABD 15%

10% 16% 33% 23%

8% 9% 16% 17%

4% 11% 11% 0%

16% 17% 16% 0%

28%

26%

22%

12%

8%

15%

$1 Games

$2 Games

$3 Games

$5 Games

$10 Games

$20 Games

Total

D10. [SUMMARY - ONCE A WEEK OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games?

Base: Have played price point (n=varies)


Frequency of Scratch-off Participation by Price Point – Monthly or More Often

48

A B C D



Passionate Gamers


50% 57% 79% ABD 43%

41% 48% 75% ABD 37%

42% 44% 75% B 58%

36% 34% 55% AB 41%

30% 18% 53% 0%

24% 32% 41% 12%

57%

51%

56%

41%

32%

32%

$1 Games

$2 Games

$3 Games

$5 Games

$10 Games

$20 Games

Total

D10. [SUMMARY – MONTHLY OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games?



Frequency of Scratch-off Participation by Price Point – Less Than Monthly

49

A B C D



Passionate Gamers


25% C 20% 11% 28% C

29% C 21% 12% 39% BC

17% 28% 13% 21%

38% 42% C 23% 37%

43% 49% 22% 57%

58% 54% 39% 27%

22%

24%

19%

35%

39%

47%

$1 Games

$2 Games

$3 Games

$5 Games

$10 Games

$20 Games

Total

D10. [SUMMARY – LESS THAN MONTHLY] How frequently do you play the following price points of Scratch-off games?



Other Gaming Participation


Past Year Other Gaming Participation

51

42%

57%

47%

55%

34%

18%

12%

Total (n=1350)





(n=195)



Net Any Game

I1. In the past 12 months, have you spent any money on any of the following activities?

Net Any Game (Excluding Raffles)

Net I-Gaming (Excluding Internet Cafes)

35%

47%

39%

50%

27%

13%

5%

9%

9%

12%

18%

3%

2%

1%



Past Year Other Gaming Participation by Activity

52

A B C D E F

% Participated Total (n=1350)





(n=195)



Raffles or fund raising tickets 16% 21% EF 16% E 19% EF 16% E 7% 9%

Gambled at Indian Casinos 14% 21% BDEF 14% EF 20% DEF 12% EF 5% 1% Gambled at Resort Casinos such as Atlantic City or Las Vegas 9% 15% EF 10% EF 9% F 8% F 5% 0% Gambled on a cruise ship or on a casino boat 8% 12% EF 7% F 12% BEF 6% F 3% 0% Slots operated in Florida counties like Miami-Dade or Broward 8% 9% EF 10% EF 15% DEF 7% F 3% 1%

Played Bingo at Bingo halls 7% 6% E 9% DEF 15% ABDEF 3% 1% 1% Placed bets on horse or dog racing at a race track or off-track 6% 7% DF 8% DEF 8% DEF 2% 3% 0% Gambled on card games such as poker or Hold'em Poker at non-Casino locations 5% 9% DEF 4% E 8% EF 3% 1% 1%

Played VLT's or Video Poker 3% 4% 2% 7% BDEF 1% 1% 0%

Internet Cafes 3% 2% 3% E 7% ABDE 1% 0% 2% Entered fantasy sports pools on the Internet for real money 3% 2% 4% E 6% ADEF 1% <1% 0%

Jai Alai games 2% 2% 1% 6% ABDEF 0% 1% 0% Played Casino games on the Internet for real money 2% 2% 2% 4% DE 0% 0% 0%



Continued...


Past Year Other Gaming Participation by Activity continued

53

A B C D E F

% Participated Total (n=1350)





(n=195)



Played Poker on the Internet for real money 2% 3% DE 2% 4% DE 0% 0% 0%

Sports betting on the Internet for real money 2% 3% D 2% 6% BDEF 0% 1% 0%

Played skill, casual, or puzzle games (i.e. Backgammon, Pool, Mahjong, etc.) on the Internet for real money (i.e. for a subscription fee or other)

2% 1% 2% 5% ABDE 0% 0% 1%

Bet on horse or dog racing on the Internet for real money 1% 1% 1% 3% D 0% 1% 0%

Played Bingo on the Internet for real money 1% <1% 1% 4% ABDE <1% <1% 0%

Played Blackjack on the Internet for real money 1% 1% <1% 4% BDE <1% 0% 0%

Played card games on the Internet for real money (i.e. Baccarat or Pai Gow) 1% 2% 1% 3% DE 0% 0% 0%

Any other type of gambling on the Internet for real money 1% 1% 1% 4% ABDE 0% 0% 0%

Played games on the Internet for real money using your cell phone or PDA (i.e. iPhone, Blackberry, etc.)

1% 0% 1% 3% AB 1% 1% 1%

Purchased lottery tickets over the Internet 1% 1% 1% 6% ABDEF 0% 0% 0%

None of the above 58% 43% 53% A 45% 66% ABC 82% ABCD 88% ABCD




Technology, Leisure Activities and Media


Total (n=1350)





(n=195)



Time Spent Connected to the Internet – Segments


F2. In an average week, how many hours do you spend connected to and actively using the Internet?

31% 26% 27% 30% 32% 37% 42%

25% 24% 27% 24%

29% 24% 20%

19% 19%

23% 20% 19% 15% 14%

10% 16% 10%

8% 6%

7% 8%

8% 11% 5% 11% 8% 8% 5%

0%

20%

40%

60%

80%

100%

41 hours or more

31 to 40 hours

21 to 30 hours

11 to 20 hours

10 hours or less


Mean 19.3 21.9 19.1 19.9 18.2 17.2 16.6


Participation in Internet Activities – Segments

56

A B C D E F





(n=195)



84% BCDEF 69% E 67% 67% 57% 58%

77% BCEF 65% C 53% 73% CEF 62% 57%

74% DEF 71% DEF 67% DF 57% 60% 54%

66% BCDEF 58% 49% 56% 49% 48%

50% EF 46% 42% 46% 39% 38%

44% BEF 34% EF 45% BEF 37% EF 23% 22%

42% EF 35% EF 51% BDEF 36% EF 7% 2%

35% DE 30% 42% BDEF 25% 25% 29%

29% D 29% D 38% BDEF 20% 25% 22%

30% DE 29% DE 26% D 10% 20% D 23% D

24% E 19% E 18% 17% 12% 16%

8% E 9% E 8% E 6% 2% 5%

4% 6% 8% 6% 14% ABD 20% ABCD

69%

66%

66%

56%

45%

36%

33%

32%

28%

24%

18%

7%

8%

Paid bills/other online banking

Online survey to comment on a service/product

Watched videos on a site like YouTube

Comparison shopped for products/services

Bought/sold a product/service directly

online

Clicked an ad on website

Checked winning lottery numbers

Downloaded an app

Downloaded music/MP3 files

Participated in an online discussion/chat session

Participated in a promotional campaign by

entering on a website Bought/sold stocks/other

investments online

None of the above

Total (n=1350)

F1. Which of the following activities have you done on the Internet in the past month?



Users of Social Media Websites

57

A B C D E F





(n=195)



79% DF 78% DF 78% DF 68% 76% F 58%

77% F 75% F 80% DEF 71% 69% 63%

41% 49% E 50% E 51% E 38% 43%

26% DF 26% DF 37% ABDEF 12% 27% DF 13%

27% F 23% 22% 20% 25% 16%

10% 13% 25% ABDEF 7% 7% 11%

13% DF 8% 13% DF 6% 11% F 3%

<1% 1% 1% 2% 0% 2%

75%

74%

46%

25%

23%

13%

10%

1%

You Tube

Facebook

Google +

Twitter

LinkedIn

Yahoo! 360

Flickr

MySpace

F3. [SUMMARY – USER OF] Which of the following categories best describes your awareness or use of the following websites?


Total (n=1350)


Aware But Not Users of Social Media Sites – Segments

58

A B C D E F





(n=195)



70% C 69% C 55% 85% ABCEF 68% C 71% C

63% 68% F 65% F 66% F 67% F 51%

49% 52% 55% 51% 56% 51%

55% F 52% 47% 47% 49% 40%

49% CF 42% 37% 40% 50% CF 34%

21% 22% 17% 27% C 28% C 25%

18% 19% 16% 29% ABC 20% 29% AC

2% B 0% 1% 0% 0% 1%

69%

65%

52%

50%

43%

23%

21%

1%

Twitter

Flickr

LinkedIn

Yahoo! 360

Google +

Facebook

YouTube

MySpace

F3. [SUMMARY – HEARD OF BUT NOT VISITED] Which of the following categories best describes your awareness or use of the following websites?


Total (n=1350)


Frequency of Visitation for Social Media Websites

F4. Which of the following statements would you say best describes how often you login or check your social networking account(s)?

Facebook

Yahoo 360

Google +

Twitter

Youtube

LinkedIn

Flickr

63%

48%

42%

36%

28%

12%

10%

27%

30%

35%

36%

44%

47%

38%

10%

22%

23%

28%

28%

42%

52%

Daily Weekly Less than weekly

Base: Users of site (n=varies)


Frequency of Leisure Activities – Weekly

60

A B C D E F





(n=195)



51% 56% 62% A 59% 56% 58%

54% DEF 47% EF 53% DEF 40% 30% 32%

24% 23% 38% ABE 37% ABE 24% 34% B

28% D 28% D 43% ABDEF 14% 22% 17%

23% 23% 30% 35% AB 26% 26%

20% E 19% E 24% E 18% E 10% 15%

16% 16% 29% ABDEF 11% 14% 15%

7% 17% AD 29% ABDEF 9% 12% 12%

9% 14% 19% ADE 10% 11% 16%

12% F 14% DF 27% ABDEF 7% F 8% F 1%

4% 7% 23% ABDEF 3% 4% 5%

5% 9% DF 18% ABDEF 3% 8% F 1%

3% 6% 12% ABEF 7% 4% 4%

1% 6% AD 12% ABDE 1% 2% 5%

2% 4% 12% ABDF 3% 6% 3%

57%

45%

29%

27%

26%

18%

17%

14%

13%

13%

8%

8%

6%

5%

5%

Running/walking for fitness/exercise

Play games on Internet for fun

Working in the yard/ garden

Play games on mobile/cell phones

Doing crossword/Sudoku puzzles

Playing cards/board games for fun, not money

Biking/cycling

Visiting the mall

Sewing/doing crafts/ scrapbooking

Going to a bar/lounge with friends

Going to the movies

Playing fantasy sports

Golfing

Bowling

Camping/hiking/fishing

F5. [SUMMARY – WEEKLY OR MORE] How frequently do you participate in each of the following leisure activities?

Base: All respondents

Total (n=1350)



Frequency of Leisure Activities – Monthly or More Often

61

A B C D E F





(n=195)



70% 71% 79% AEF 70% 65% 65%

65% DEF 64% DEF 74% ABDEF 47% 38% 38%

42% 54% AD 66% ABDEF 44% 44% 43%

46% 46% 56% ABE 51% 44% 55%

36% 36% 43% 47% ABE 35% 37%

39% EF 38% E 50% ABDEF 34% 26% 27%

34% DF 36% DF 56% ABDEF 20% 31% D 22%

35% D 40% DEF 51% ABDEF 19% 27% 25%

30% DF 32% DEF 49% ABDEF 18% F 22% F 6%

29% D 31% D 39% ADEF 18% 25% 21%

19% 29% ADE 28% AD 18% 19% 28%

14% 13% 27% ABDEF 9% 10% 10%

10% 16% ADEF 27% ABDEF 5% 9% 3%

8% D 14% AD 26% ABDEF 2% 8% D 9% D

9% 12% 22% ABDEF 12% 7% 6%

70%

58%

50%

49%

39%

37%

35%

35%

29%

28%

24%

15%

13%

12%

12%



Visiting the mall




Going to the movies



Biking/cycling




Bowling

Golfing

F5. [SUMMARY – MONTHLY OR MORE] How frequently do you participate in each of the following leisure activities?


Total (n=1350)



Frequency of Leisure Activities – Monthly

62

A B C D E F





(n=195)



21% 20% 15% 19% 18% 14%

19% DF 16% F 13% 9% 15% 7%

10% 10% 12% 9% 10% 6%

8% 9% F 10% F 8% 6% 2%

8% 10% 7% 5% 8% 7%

4% 9% ADE 9% ADE 1% 3% 3%

7% E 6% E 8% E 4% 2% 8% E

6% 8% F 5% 5% 4% 2%

7% 8% 6% 4% 4% 5%

9% E 6% 6% 6% 3% 8%

6% 10% CDE 4% 4% 4% 7%

4% D 6% D 9% ADE 0% 3% D 3% D

3% 4% E 6% DEF 1% 1% 1%

3% 5% E 5% E 1% <1% 1%

1% 5% AE 2% 3% 1% 1%

18%

15%

10%

8%

8%

6%

6%

6%

6%

6%

6%

4%

3%

3%

3%

Visiting the mall

Going to the movies






Biking/cycling




Bowling

Golfing



F5. [SUMMARY – MONTHLY] How frequently do you participate in each of the following leisure activities?


Total (n=1350)



Frequency of Watching Television Programs – Frequently/ Occasionally

63

A B C D E F





(n=195)



86% 54% 86% 85% 69% 87%

70% 72% 71% 74% 56% 63%

67% 75% 77% 68% 54% 64%

71% 61% 66% 58% 52% 42%

69% 54% 64% 65% 46% 49%

58% 58% 69% 56% 39% 46%

52% 44% 65% 41% 35% 30%

43% 42% 55% 47% 32% 42%

51% 47% 40% 35% 24% 33%

39% 36% 55% 28% 23% 23%

33% 37% 49% 28% 25% 24%

30% 29% 45% 24% 19% 22%

16% 18% 32% 14% 10% 26%

83%

69%

69%

61%

59%

56%

46%

43%

42%

35%

34%

29%

19%

Local or national news

TV drama

Movies aired on regular channels with commercial

breaks throughout

Sitcoms

Sports

Programs about current events

Reality-based programs

Morning shows

Game shows

Shows about entertainers and celebrities

Late night talk shows

Daytime talk shows

Soap operas


Total (n=1350)


F6. [SUMMARY – FREQUENTLY/ OCCASIONALLY] Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type.


Frequency of Watching Television Programs

F6. Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type.

Soap operas

Daytime talk shows

Late night talk shows

Reality-based programs

Shows about entertainers and celebrities

Morning shows

Game shows

Sports

Programs about current events

Sitcoms

TV drama

Movies aired on regular channels with commercial breaks throughout

Local or national news

68%

46%

36%

33%

32%

31%

27%

23%

18%

18%

14%

10%

7%

13%

25%

30%

21%

32%

26%

31%

19%

26%

21%

17%

22%

10%

9%

20%

24%

23%

24%

23%

28%

23%

35%

30%

25%

39%

22%

10%

9%

10%

23%

11%

20%

14%

36%

21%

31%

44%

30%

61%

Never Rarely Occasionally Frequently

Base: All respondents (n=1350)


Demographics


Demographics

66

Total (n=1350)





(n=195)



Age:

18 to 34 27% 24% 32% 37% 11% 32% 19%

35 to 54 33% 40% 34% 35% 30% 27% 17%

55+ 39% 35% 33% 24% 59% 39% 61%

Gender:

Male 49% 48% 49% 54% 44% 50% 41%

Female 52% 52% 51% 46% 56% 50% 59%

Education:

High school or less 21% 16% 21% 27% 25% A 18% 16%

Some post-secondary 63% 67% 64% 60% 57% 64% 69%

University or more 16% 18% 15% 13% 19% 18% 15%


Continued...


Demographics continued

67

Total (n=1350)





(n=195)



Hispanic:

No 78% 84% 77% 65% 89% 76% 74%

Yes 21% 15% 21% 34% 10% 21% 25%

Employment Status:

Self-employed 8% 9% 9% 12% 5% 7% 7%

Working full-time (35+ hours/week) 31% 35% 29% 38% 21% 34% 18%

Working part-time (<35 hours/week) 9% 9% 11% 8% 10% 9% 9%

Homemaker 9% 7% 12% 6% 10% 6% 8%

Student 7% 7% 8% 7% 4% 12% 7%

Retired 24% 22% 20% 16% 35% 20% 45%

Not currently employed 11% 11% 10% 11% 14% 12% 4%


Continued...


Demographics continued

68

Total (n=1350)





(n=195)



Number of People in Household:

1 21% 14% 23% 15% 31% 28% 22%

2 40% 43% 35% 36% 45% 43% 43%

3 18% 21% 20% 21% 14% 13% 18%

4 12% 15% 12% 19% 7% 7% 8%

5 or more 8% 7% 9% 8% 4% 9% 8%

Household Income:

Less than $20K 17% 13% 19% 20% 20% 16% 18%

$20K to $29K 10% 9% 7% 15% 11% 10% 8%

$30K to $49K 23% 24% 21% 24% 24% 19% 27%

$50K to $69K 17% 18% 20% 18% 17% 16% 10%

70K+ 22% 28% 24% 13% 21% 25% 22%

Prefer not to answer 10% 9% 10% 11% 7% 14% 16%



Appendix


Gaming Motivations - % Agree (5,6,7)

70






83%

69%

97%

72%

11%

For the chance to win a little bit of money

73%

When the jackpot is high For the anticipation of winning

You can dream about what you would do Because it’s easy to play

Continued...

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement.

56%

58%

90%

40%

10% 56%

78%

66%

92%

58%

19% 68%

65%

61%

91%

49%

4% 60%

61%

61%

93%

37%

1% 58%




Gaming Motivations - % Agree (5,6,7) continued

71

64%

53%

92%

26%

11%

For entertainment or fun

55%

Because you feel lucky that day

When you have spare change

Because it’s exciting When it’s a special occasion

Continued...


48%

50%

84%

24%

7% 47%

53%

56%

88%

27%

3% 52%

51%

52%

86%

30%

0% 50%

54%

45%

94%

11%

2% 47%










72

38%

46%

74%

25%

5%

It’s completely impulsive

42%

To support worthy causes If you play you will eventually win

For the challenge If you don’t play you’ll miss your chance

Continued...


25%

31%

76%

20%

2% 34%

31%

36%

78%

31%

9% 40%

37%

40%

77%

15%

0% 38%

25%

38%

81%

12%

1% 35%

* Small base size, interpret with caution. .









73

20%

33%

72%

7%

5%

As a distraction from everyday routines

31%

You get an omen or sign that reminds you to play For a break in your day

You play in a pool or group with others

After you see or hear advertising



12%

26%

64%

3%

2% 24%

18%

30%

66%

8%

0% 28%

15%

30%

73%

4%

0% 27%

16%

27%

55%

5%

2% 24%








Statements About Lotteries & Gaming in Florida - % Agree (5,6,7)

74










90%

80%

95%

89%

72%

84%

Important money goes to a good cause

85%

It’s up to individuals to control their gambling

An appropriate way to raise revenue

Concerned many lottery players can’t afford it

Lotteries are innocent forms of entertainment

61%

33%

80%

26%

22%

2% 42%

93%

74%

96%

82%

74%

63% 82%

77%

54%

86%

53%

0%

14% 59%

37%

61%

52%

54%

52%

80% 53% Continued...


Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) continued

75










16%

39%

42%

32%

31%

62%

Florida too dependant on Lottery for revenue

34%

There is too much gambling in Florida

I am morally opposed to gambling

More controls for where & when you can play

5%

29%

29%

18%

20%

79% 24%

2%

23%

21%

7%

18%

78% 19%

6%

28%

38%

14%

20%

58% 24%


Harmfulness of Gambling Activities – % Harmful (5,6,7)

76









19%

55%

29%

57%

32%

95%

Any type of Internet gambling

43%

Horse or dog-track betting Resort Casinos eg. Reno, Las Vegas

Sports betting VLT’s or Video Poker

13%

39%

20%

34%

19%

93% 31%

12%

48%

27%

35%

25%

95% 35%

8%

43%

25%

31%

24%

94% 32%

7%

42%

23%

40%

22%



Harmfulness of Gambling Activities – % Harmful (5,6,7) continued

77









11%

38%

21%

38%

19%

89%

Card Rooms

30%

Indian Casinos in Florida Playing poker for fun on the Internet

Cruise ship casinos Lottery draw games eg. Powerball, Florida Lotto

<1%

24%

13%

7%

16%

87% 18%

5%

40%

24%

22%

20%

93% 28%

10%

33%

21%

30%

19%

76% 27%

5%

34%

20%

14%

13%



Harmfulness of Gambling Activities – % Harmful (5,6,7) continued

78









1%

25%

14%

5%

12%

82%

Lottery Scratch-Off games

17%

Gambling proceeds go to churches or charities

Bingo Raffles

1%

13%

11%

6%

7%

67% 12%

3%

19%

13%

12%

6%

77% 16%

2%

15%

13%

4%

4%

66% 12%


Lifestyle Statements - % Agree (5,6,7)

79









Continued...

85%

74%

91%

81%

66%

81%

Post secondary education essential for success

80%


Dream about winning the lottery

Prefer to work quietly behind the scenes I believe in fate

61%

44%

81%

47%

33%

42% 52%

74%

53%

87%

58%

52%

63% 64%

67%

57%

92%

51%

26%

17% 57%

53%

51%

69%

60%

48%

53% 56%


Lifestyle Statements - % Agree (5,6,7) continued

80









Continued...

49%

47%

65%

42%

44%

47%

Most important education is outside school

49%

Balance potential losses and gains in money

People should have the right to potentially harm

themselves

People deserve only what they work for I am an adventurer

46%

42%

78%

25%

43%

42% 46%

52%

41%

78%

40%

32%

39% 48%

52%

36%

69%

35%

44%

41% 46%

44%

41%

61%

45%

43%

47% 46%



81









Continued...

44%

40%

75%

37%

37%

25%

Enjoy life today – without worrying about the future

45%


I like to win and feel I have beaten the world

I Often think to the past with regret

Things in my life are not as good as they once were

42%

41%

66%

48%

28%

36% 44%

33%

47%

72%

49%

29%

42% 45%

54%

43%

81%

24%

25%

21% 45%

39%

42%

74%

41%

29%

36% 44%



82









Continued...

31%

30%

67%

21%

32%

34%

What you own says a lot about your success

36%

I like discussions about how to spend money

I like the challenge of going against the odds

I am a generally lucky person

Very important for me to feel a part of a group

22%

30%

67%

15%

19%

30% 31%

34%

28%

68%

14%

27%

36% 34%

37%

32%

72%

11%

15%

19% 33%

32%

28%

62%

16%

20%

29% 32%



83









Continued...

27%

27%

62%

15%

22%

27%

I’m more experimental than traditional

30%

Not interested in financial gain – just avoid losses

I often try new products before my friends do

I often feel left out of decisions that affect me

I often buy new brands just to try them

19%

24%

54%

16%

13%

9% 24%

22%

27%

53%

21%

24%

34% 30%

25%

30%

57%

15%

17%

26% 29%

14%

29%

46%

15%

16%

23% 24%



84









Continued...

19%

24%

50%

5%

13%

13%

I enjoy some element of danger in my life

22%

Most nights I am out at a social event

4%

11%

39%

2%

10%

8% 12%


Attitudes Toward Technology - % Agree (5,6,7)

85









78%

58%

83%

61%

50%

64%


66%

Technology works very well for me

I feel comfortable with new technologies

Don’t want to think about technology, just want it to

work I often seek advice when it

comes to technology

41%

39%

57%

58%

37%

54% 46%

76%

57%

81%

47%

58%

55% 64%

64%

56%

83%

38%

50%

48% 58%

54%

44%

61%

60%

44%

59% 52%

Continued...


Attitudes Toward Technology - % Agree (5,6,7) continued

86









34%

49%

52%

44%

38%

59%

Internet technology negatively affects social

interaction

45%

More knowledgeable about technology than

most Concerned about online

financial transactions

Others seek my opinion about technology

Prefer newspapers and TV for news

23%

29%

50%

43%

32%

45% 35%

41%

44%

60%

19%

37%

35% 41%

28%

39%

61%

40%

28%

46% 39%

35%

36%

62%

13%

23%

35% 35%

Continued...


Attitudes Toward Technology - % Agree (5,6,7) continued

87









22%

34%

45%

29%

30%

42%

World would be fine without so much

technology

32%

Sometimes I feel like a slave to technology

Technology partly defines my self image

I like to be the first to try the latest technology

24%

25%

53%

7%

20%

21% 26%

25%

35%

42%

27%

24%

30% 31%

24%

33%

56%

4%

22%

27% 29%


Frequency of Play

D6. On average, how often would you say you play ...?

Fantasy 5

Florida Lotto

Mega Money

Powerball

Play 4

Cash 3

Scratch-Offs

Lucky Lines

Raffle (Millionaire, Firecracker, etc)

54%

44%

41%

40%

38%

31%

27%

17%

6%

21%

29%

30%

29%

34%

29%

36%

42%

15%

26%

28%

28%

31%

29%

40%

36%

42%

76%

Once a week or more Monthly Less than monthly

Base: Past Year Players


Proportion of Any Florida Lottery Game Participation and Spending

89

21%

26%

17%

14%

14%

7%

Self Assured Realists Apprehensive Regulars

Passionate Gamers Cautious Traditionalists

Indifferent Drop-Ins Prohibitionists

% of Population

27%

30% 22%

16%

4% 1%

25%

27% 33%

14% 1% <1%

26%

31% 25%

15%

3% <1%

23%

27% 36%

11% 2% <1%

% Past Year Lottery Players % Past Year Spending

on Lotteries

% Past Month Lottery Players % Past Month Spending

on Lotteries


2012 general population segmentation

Documents