Cga Conference April 29 Final

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  • Cga Conference April 29 Final

    1. 1. Consumer Confidence, Gaming Confidence and Surviving in Recessionary Times. Canadian Gaming Conference April 29, 2009 Richard Leigh-Bennett, CMRP
    2. 2. Proprietary Warning The information contained herein is proprietary to Harris/Decima 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 Harris/Decima and all data collected by Harris/Decima will be treated as confidential by Harris/Decima and will be stored securely while on Harris/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
    3. 3. Outline <ul><li>Consumer Confidence </li></ul><ul><ul><ul><li>Things were fine until 2008 and hopefully they will get better. </li></ul></ul></ul><ul><li>Entertainment Activities </li></ul><ul><ul><ul><li>Yes, the economy stinks but I still need to be entertained. </li></ul></ul></ul><ul><li>Lottery Behaviour </li></ul><ul><ul><ul><li>The dream is still alive. </li></ul></ul></ul><ul><li>Casino Participation </li></ul><ul><ul><ul><li>A glimmer of hope in all that neon. </li></ul></ul></ul><ul><li>Marketing Opportunities. </li></ul><ul><ul><ul><li>Things will get better and those who are positioned at the front will reap the benefits when the economy turns. </li></ul></ul></ul>
    4. 4. Consumer Confidence: Things were fine until 2008 and hopefully they will get better.
    5. 5. Summary <ul><li>After 2 years of relative stability in 2006 and 2007, Consumer Confidence trended downward through 2008 and is now showing a slight recovery in the first quarter of 2009. </li></ul><ul><li>Negative sentiments have risen through 2008 and positive ones have dropped, however all sentiments have seen slight reversals in early 2009. </li></ul><ul><li>Whether this can be sustained is the big question. </li></ul>
    6. 6. Harris/Decima-Investors Group Consumer Confidence Index
    7. 7. Harris/Decima-Investors Group Consumer Confidence Index – Feb 2009
    8. 8. Negative Sentiment
    9. 9. Positive Sentiment
    10. 10. Entertainment Activities: Yes, the economy stinks but I still need to be entertained
    11. 11. Participation Summary <ul><li>Canadians are still participating in many entertainment activities. </li></ul><ul><ul><ul><li>Nine out of ten Canadians have been to a restaurant in the past three months and plan to go in the next three months. </li></ul></ul></ul><ul><ul><ul><li>More than one-half have purchased an online lottery ticket and approximately one-third purchased an instant or scratch ticket. These habits have not changed in the past 3 months and are unlikely to change in the next 3 months. </li></ul></ul></ul><ul><ul><ul><li>Just over 10% have gone to a casino in the past 3 months. Intention to visit a casino is about 5 percentage points higher than past visits. </li></ul></ul></ul><ul><li>The more likely Canadians are to participate in each of these activities, the more likely they are to participate more frequently. </li></ul><ul><ul><ul><li>Most Canadians go out to restaurants and they do this more frequently than they do other activities. Just under half of Canadians went out to eat more than five times in the past 3 months while about one-quarter have purchased a lottery ticket 5 or more times in the past three months. </li></ul></ul></ul><ul><li>Don’t assume anything is universal. </li></ul><ul><ul><ul><li>There will be cutbacks but some will not change their behaviour. </li></ul></ul></ul>
    12. 12. Past Participation in Various Entertainment Activities Q1. In the past three months, have you purchased any of the following? Base: March 2009 teleVox (n= 1,015); January 2009 teleVox (n=2,207); June 2008 teleVox (n=1,010).
    13. 13. Future Participation in Various Entertainment Activities Q3. Over the next three months, how likely are you to purchase any of the following? Base: March 2009 teleVox (n= 1,015); January 2009 teleVox (n=2,207).
    14. 14. Past Participation in Various Entertainment Activities (Base All) Q2. In the past three months how many times have you participated in the following activities? Base: All respondents (n= 1,015). * Caution: Small sample size.
    15. 15. Future Intentions for Various Entertainment Activities Q5. Compared to last year, how often do you think you will participate in the following activities? Base: Likely to participate in at least one of the activities (n=992). +2 0 -5 -2 0 +1 0 +8 % Change
    16. 16. Lottery Behaviour: The dream is still alive.
    17. 17. Lottery - Summary <ul><li>Taking all lotteries together (online, instant scratch and sports) there is little change in reported behaviour over the past 6 months. </li></ul><ul><li>The more frequent a purchaser you are the more likely that you will continue to purchase. </li></ul><ul><ul><ul><li>Those purchasing 1-2 times in the past three months are most likely to be dropping out. </li></ul></ul></ul><ul><li>Younger Canadians and those living in the Prairies are least likely to be purchasing and least likely to continue in the next 3 months. </li></ul><ul><li>Atlantic Canadians and Quebecers are most likely to be ahead of the curve for past and future purchase. </li></ul>
    18. 18. Net Lottery Purchase – Past 3 Months vs. Next 3 Months Q1a/b/c. Have you purchased a weekly or bi-weekly lottery ticket/sports lottery ticket/instant scratch ticket in the past three months? / Q3a/b/c. Over the next 3 months how likely are you to purchase a weekly or bi-weekly lottery ticket/sports lottery ticket/instant scratch ticket? Base: January 2009 teleVox (n=2,207); June 2008 teleVox (n=1,010).
    19. 19. Recent Lottery Players – Likelihood to Purchase Lottery Tickets in Next Three Months Q3a. Over the next 3 months how likely are you to purchase a weekly or bi-weekly lottery ticket? Base: Purchased a weekly/bi-weekly lottery ticket, a sports lottery ticket and/or an instant scratch lottery ticket over the past 3 months; March 2009 (n=631); January 2009 (1,349).
    20. 20. Past Lottery Purchase and Future Intent by Region and Age Q1a/b/c. Have you purchased a weekly or bi-weekly lottery ticket/sports lottery ticket/instant scratch ticket in the past three months? / Q3a/b/c. Over the next 3 months how likely are you to purchase a weekly or bi-weekly lottery ticket/sports lottery ticket/instant scratch ticket? Base: January 2009 teleVox (n=2,207); June 2008 teleVox (n=1,010).
    21. 21. Casino Participation A glimmer of hope in all that neon.
    22. 22. Casino - Summary <ul><li>While past behaviour seems unchanged since June 2008, the intention to go to a casino/racetrack in the next 3 months has risen steadily from 14% to 18% over this time period. </li></ul><ul><li>The more frequent casino patrons are the most likely to continue to visit. </li></ul><ul><ul><ul><li>Those visiting 1-2 times in the past three months are most likely to be dropping out. </li></ul></ul></ul><ul><li>Younger Canadians are more likely to report they intend to go to a casino in the next three months. </li></ul><ul><li>Atlantic Canadians and Quebecers are most likely to be behind the curve for past and future casino visits. </li></ul>
    23. 23. Casino Visitation – Past 3 Months vs. Next 3 Months Q1e. Have you visited a casino or racetrack in the past three months? Q3e. Over the next 3 months how likely are you to visit a casino or racetrack with slots? Base: March 2009 teleVox (n= 1,015); January 2009 teleVox (n=2,207); June 2008 teleVox (n=1,010).
    24. 24. Recent Casino or Racetrack Visitors – Likelihood to Visit in Next Three Months Q3e. Over the next 3 months how likely are you to visit a casino or racetrack? Base: Visited a casino or racetrack over the past 3 months AND are definitely/very likely/somewhat likely to revisit in next three months; March 2009 (n=93); January 2009 (182); June 2008 (n=64).
    25. 25. Past Casino Visitation and Future Intent by Region and Age Q1e. Have you visited a casino or racetrack in the past three months? Q3e. Over the next 3 months how likely are you to visit a casino or racetrack with slots? Base: March 2009 teleVox (n= 1,015); January 2009 teleVox (n=2,207); June 2008 teleVox (n=1,010).
    26. 26. Future Intentions for Casino Visits Q4. How many times do you plan to visit a casino or slots facility over the next three months? Base: Visited a casino or racetrack over the past 3 months; March 2009 (n=133); January 2009 (253); June 2008 (n=116).
    27. 27. Marketing Opportunities. Things will get better and those who are positioned at the front will reap the benefits when the economy turns.
    28. 28. Marketing Opportunities <ul><li>The gaming market is not suffering as much as other industries because low-cost entertainment options are sought out in recessionary times. </li></ul><ul><li>Don’t assume anything is universal. </li></ul><ul><ul><ul><li>At the high end of the market there will be a segment who are relatively unaffected by the recession and will not change gaming behaviour or will even play more. </li></ul></ul></ul><ul><ul><ul><li>There is a mid-market that is also unaffected because the recession has not hit them as hard. </li></ul></ul></ul><ul><ul><ul><li>At the low end, there will be players who will be looking for the best bargain and others who will cut back either on quantity or frequency. </li></ul></ul></ul><ul><li>Survival in recessionary times is about more than cutting prices, reducing spending and hoping you can hold out long enough for the recovery to gain traction. </li></ul>
    29. 29. Marketing Opportunities <ul><li>Key Focus for Survival: </li></ul><ul><ul><ul><li>Focus on being efficient and using those funds to add value for customers. </li></ul></ul></ul><ul><ul><ul><li>Focus on the value of customer loyalty – it cannot be overstated during recessionary times. </li></ul></ul></ul><ul><ul><ul><li>Focus on maintaining share-of-mind during an economic downturn because it costs less than rebuilding it later on. </li></ul></ul></ul><ul><ul><ul><li>Focus on weak competitors who are cutting back on marketing expenditures. Identify why players buy from them or go to their casino and develop offerings that provide those qualities. </li></ul></ul></ul><ul><li>Segmentation and targeting are the starting points to define what customer value really means. Once defined, the challenge is to find ways to reduce costs without destroying quality in the process. </li></ul>
    30. 30. Demographics for Lottery Play and Casino Visitation *Caution: small sample size. Casino/Racetrack Visits Lottery Ticket Purchases Purchased Ticket in Past 3 Months (n=625 Likely to Purchase in Next 3 Months (n=624) Will Purchase More Often (n=57*) Visited Casino in Past 3 Months (n=133) Likely to Visit in Next 3 Months (n=184) Will Visit More Often (n=24*) Age 18-34 25% 26% 39% 32% 37% 52% 35-54 43% 42% 33% 31% 32% 23% 55+ 33% 32% 28% 37% 31% 25% Gender Men 49% 47% 55% 57% 55% 69% Women 51% 53% 45% 43% 45% 31% Education HS or less 35% 35% 42% 40% 39% 46% Some college/university 13% 13% 11% 13% 13% 7% Graduated college/university 52% 52% 47% 47% 48% 47% Marital Status Single (never married) 22% 24% 31% 27% 32% 43% Married/common law 62% 62% 45% 58% 54% 50% Separated/divorced 11% 10% 21% 12% 10% 7% Widowed 5% 4% 3% 3% 4% - Income Less than $40,000K 27% 28% 50% 30% 29% 37% $40,000K to $80,000K 43% 44% 30% 35% 40% 16% $80,000K or more 29% 28% 20% 35% 31% 46%
    31. 31. THANK YOU Richard Leigh-Bennett, CMRP EMAIL: [email_address] PHONE: (613) 230-2200

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