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Demographics of Bingo Players in Canada
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Demographics of Bingo Players in Canada






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Demographics of Bingo Players in Canada Demographics of Bingo Players in Canada Presentation Transcript

  • Demographics of Bingo Players Presented by Richard Leigh-Bennett, CMRP Vice President, Gaming and Lottery
  • Proprietary Warning The information contained herein is proprietary to Decima Research and may not be used, reproduced or disclosed to others except as specifically permitted in writing by the originator of the information. The recipient of this information, by its retention and use, agrees to protect the same and the information contained therein from loss, theft or compromise. Any material or information provided by Decima Research and all data collected by Decima will be treated as confidential by Decima and will be stored securely while on Decima's premise (adhering to industry standards and applicable laws). Toronto Ottawa Montreal Vancouver 2345 Yonge Street 160 Elgin Street 1080 Beaver Hall Hill 21 Water Street Suite 405 Suite 1820 Suite 400 Suite 603 Toronto, Ontario Ottawa, Ontario Montreal, Quebec Vancouver, British Columbia M4P 2E5 K2P 2P7 H2Z 1S8 V6B 1A1 t: (416) 962-2013 t: (613) 230-2200 t: (514) 288-0037 t: (604) 642-2295 f: (416) 962-0505 f: (613) 230-9048 f: (514) 288-0138 f: (604) 642-2549 Decima Research Inc. is ISO 9001:2000 Certified
  • Introducing Decima Research
    • Founded in 1979
    • Canada’s largest privately owned full service market research firm
    • Gold Seal member of the Market Research Intelligence Association
    • Named one of Canada's 50 Best Managed companies
    • Specializing in Gaming and Lottery Research
    • Offices in Toronto, Montreal, Vancouver and Ottawa
    • Online panel of over 150,000 members
    • Services regularly sought by some of Canada’s leading companies
      • CIBC, Bell Canada, Scotia Bank, Hewlett-Packard, Honda, Canada Post
    • Tourism and Gaming experience in Canada, U.S., Europe, Asia Pacific and Caribbean
    • Preferred research supplier to the OLG.
  • National Gambling Behaviour Monitor - Study Overview
    • Ongoing since 2005
    • A research tool used to monitor all lottery and gambling behaviour, attitudes and trends across Canada.
    • Consistent methodology
    • Compare different regions and policy.
    • Sample of 3,500 Canadians during January.
    • Results are projectable to the Canadian population within a +/- 1.7% margin of error at 95% confidence level.
    • Regional breakouts per year are as follows:
    8% 26% 37% 16% 13% 100% 300 Atlantic Canada 900 Quebec 1,300 Ontario 550 Western Canada 450 British Columbia 3,500 Canada
  • Study Objectives
    • Assess perceived seriousness of gambling addiction.
    • Gauge satisfaction with provincial government in regulating gambling.
    • Measure past lottery and gambling behaviour.
    • Determine frequency of spending on gambling activities.
    • Explore attitudes towards gambling.
    • Develop segments for positioning communications.
    • Measure levels of acceptability for gambling activities delivered through “new technology.”
    • Determine levels of problem gambling .
  • Bingo Market
    • Immediate issues that effect the Bingo Industry
      • For border towns:
        • US/Canadian border backups;
        • The Western Hemisphere Travel Initiative (WHTI) is a new U.S. law that requires all travellers, including Canadians, to carry a valid passport or other appropriate secure document when travelling to the United States ;
        • Strengthening the Canadian dollar;
        • War in Iraq; and
        • Municipal smoking by-law
      • Competition in gaming has also changed - Local casinos, raceway slot machines and casinos in US markets crowd the gaming market
      • Competition from other entertainment venues – movie theatres, charity casinos, etc.
      • In rural areas:
        • the population is declining; and
        • high unemployment levels.
  • Presentation Highlights Overview
    • Demographics of Bingo Players – “Ladies Night Out”
      • Gender and Age
      • Socio-economic status and education
      • How Bingo players compare to the general population
    • Characteristics of Bingo Players – “Risky Business”
      • Smoking and drinking habits
      • Gambling habits
    • Bingo Players Problems – “On the Edge”
      • Gambling Activity
      • Characteristics of problem gamblers
    • Population Trends – “In 10 years we will all be 10 years older”
      • Population of Canadians versus Bingo Players
    • Summary – “A Social Opportunity ”
  • 1. Demographics of Bingo Players “Ladies Night Out”
  • Age: Bingo Market versus General Population
  • Gender: Bingo Market versus General Population
  • 2. Characteristics of Bingo Players Risky Business
  • Characteristics of Bingo Players: Vices
    • Bingo players are almost twice as likely to be smokers
      • 33% of Bingo players are smokers, compared to 17% of non-players.
    • Bingo players are less likely to drink wine or beer, but are significantly more likely to drink hard liquor at least once per week.
    21% 25% Hard liquor drinkers 41% 33% Wine drinkers 36% 33% Beer drinkers 17% 33% Smokers Non-Bingo players Bingo Player
  • Characteristics of Bingo Players: Gambling Behaviour
    • 37% of Bingo players describe their gambling activity as “only on social occasions” while 32% say they like to gamble when the opportunity arises.
  • Characteristics of Bingo Players: Lottery Games Played in the Past 12 Months
    • Bingo players are much more likely to report having played lottery games in the past 12 months.
  • Characteristics of Bingo Players: Participation in Gambling Activities
    • Bingo players are more likely to engage in Casino gambling and VLTs and less likely to participate in sports or trading stocks
  • Participation in Gambling Activities: Casinos
    • Bingo players are much more likely to play Keno games, Bingo, and Pull tabs while at a casino.
    • Bingo players are more likely than non-Bingo players to gamble at a casino once per month or more
      • Bingo players are equally likely to gamble at a casino on a frequent basis (once per week or more).
  • Participation in Gambling Activities: Bingo
    • Frequency that Bingo players play Bingo for money
      • Most (64%) play Bingo 1 to 5 times per year
      • One in ten (15%) play one to three times per month
      • Three-quarters (75%) play less than monthly
  • Participation in Gambling Activities: Gaming Machines
    • Bingo players are nearly 40% more likely to use electronic gaming machines outside of a casino than non-Bingo players
    • Bingo players also play electronic gaming machines frequently than non-Bingo players.
      • 56% of Bingo players use gaming machines at least once per month, compared to 35% of non-Bingo players.
  • 3. Bingo Player Problems On the Edge
  • Bingo Players and Problem Gambling
    • Bingo players report more symptoms of problem gambling than non-Bingo players, by a two to one margin for:
  • 4. Population Trends “ In ten years we will all be ten years older”
  • Not Getting any Younger
    • On the horizon there are other issues that will change the face of Bingo;
      • Canada's population keeps getting older, as is the case for almost every other developed nation in the world.
      • As of July 1, 2006, the median age of the population reached a record high of 38.8 years .
      • In 2006, the oldest of the baby boomers, the generation born during the 1946 to 1965 period, started to turn 60 years old.
      • By the end of the year, more than 400,000 of Canadian boomers, almost 1,100 a day, celebrated their 60th birthday.
      • The Canadian population is ageing because of the combined impact of a fertility rate that is below the replacement level and a steady increase in life expectancy.
      • Net international migration has been the main engine of population growth in Canada since the beginning of the 1990s.
      • However, it has had little impact on the population's age structure.
  • Demographic Assumptions
    • Needs and interests change over time as Canadians move from early twenties until retirement – Generally the lifecycle looks like this:
    • 20’s: Starting careers
    • 30’s: Starting and raising families
    • 40’s: Raising families and career focused
    • 50’s: Empty nest and pre-retirement planning
    • 60’s: Retirement
    • Predominant feature of demographic shifts is the baby boom (1946-64)
    • The most populous age groups are now 40-50
    • Most lottery players, bingo players and casino patrons are in this age group but in the next ten years they will be in the 50-60 age group – “In ten years they will be ten years older”
  • Spending Assumptions
    • Discretionary spending also changes as we move through the lifecycle.
    • In younger years (20’s and 30’s) incomes are generally lower and discretionary spending is limited.
    • As we age, financial constraints (mortgages, children, etc.) become less severe and discretionary spending peaks - in the 50’s.
    • Retirement generally leads to lower incomes and lower discretionary spending.
  • Moving into the Next Decade
    • Early baby boomers are now in their 60’s and will age into their 70’s
    • Peak boomers will age from mid 40’s to mid 50’s
    • Children of Baby Boomers are now setting out on their own in their 20’s - the Echo Boom.
    • The consumer market is becoming more fragmented
    • Growth will no longer be automatic, it will come to those who can best figure out demographics – the customer base will fragment and the boomers will have less effect on the market.
    • Growth will come from –
      • high priced products aimed at the Boomers in their 50’s; and
      • low priced products aimed at children of Boomers.
    • Younger generation are champions of new technology so electronic products with themes suited to this age group will thrive.
  • Demographics of Bingo Players
  • Canadian Population Totals Age 15-74: 2006 to 2016
  • Canadian Population Females Age 15-74: 2006 and 2016
  • 5. Summary A Social Opportunity – Don’t drop the Ball
  • Self Described Gambling Activity: Bingo Players
  • Summary
    • Ladies Night Out
      • Bingo players tend to be older, less educated females earning less than average incomes
    • “ In ten years we will all be ten years older”
      • The market is becoming more fragmented
      • Growth will come from high priced products aimed at the Boomers in their 50’s and low priced products aimed at children of Boomers.
      • Younger generation are champions of new technology so electronic products with themes suited to this age group will thrive.
    • Risky Business
      • Bingo players are twice as likely than average to be smokers, hard liquor drinkers, and participants in other forms of gambling (lotteries, casinos, etc.)
    • On the Edge
      • Bingo players report more symptoms of problem gambling, than non-Bingo players by a two to one margin.
    • A Social Opportunity
      • The social opportunity should be exploited (responsibly) for both the aging baby boomer generation and the bubble that follows.
  • Thank you. Richard Leigh-Bennett, CMRP [email_address] (613) 230-2013