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Don Feeney: Gambling and the Millennial Generation

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Don Feeney: Gambling and the Millennial Generation
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 2-4, 2015

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Don Feeney: Gambling and the Millennial Generation

  1. 1. Mr. Don Feeney Director, Research & Planning Minnesota State Lottery Gambling and the Millennial Generation
  2. 2. The Millennials • The “Connected” generation • Born 1982 – 2004 • Also known as – Generation Y – Generation C – Generation Me – Generation 9/11 – Peter Pan Generation
  3. 3. THEY ARE DIVERSE 8 White 61% Black 14% Hispanic 19% Asian 5% Other 1% Millennials (ages 18 - 29) White 70% Black 11% Hispanic 13% Asian 5% Other 1% Adults (ages 30 and older)
  4. 4. THEY FACE ECONOMIC UNCERTAINTY • No expectation of lifetime employment • January 2014 youth unemployment rate was 14% • The average Canadian student debt is estimated at $27,000 9
  5. 5. 10
  6. 6. AND ARE RISK-AVERSE 11 “They’ve become the Ben Franklin Generation” – Adam Hanft in the Huffington Post “I have things I enjoy that are sure bets.” “What happens if you win $100? Are you going to get the bug that I could win more?” “I feel guilty spending my money on a long shot.”
  7. 7. ENTITLEMENT AND BIG EXPECTATIONS 12
  8. 8. THEY LIVE IN THE MOMENT 13 Food 29% Entertainment 14% Clothing 17% Auto 14% Alcohol 10% Personal 5% Misc 3% Food & Alcohol 8% Discretionary Purchases “I’m conscious of budgeting, but I don’t want to miss out on something just because of the financial side. It doesn’t really matter to me right now. I can make money later. What’s 10 bucks today?” –Luke, 22
  9. 9. THEY LOOK FOR COMPANIES THAT CARE 14 “I don’t eat at Chick-Fil- A because they gave money to anti-gay movements.” – Connor, 19 “If a cause is more local, I tend to believe in it more. Like a kid from my high school had brain cancer and the local Culver’s did something and the whole town came out—I really believed in that.” –Pete, 23 “Sometimes ignorance is bliss, but I wouldn’t buy any products that are related to violence.” – Pete, 23
  10. 10. BUT DEMAND THAT YOU WALK THE TALK 15 • “I guess I’m not very trusting. And unfortunately it’s that seeing it yourself or hearing about it from someone or that proof factor that’s important.” –Susan, 25 AND DON’T OFTEN ACTIVELY CONTRIBUTE • “My values should tell me it’s the cause, but when it comes down to it, it’s the price that matters.” –Tori, 22
  11. 11. THEY ARE TECH-SAVVY TECH-DEPENDENT 16
  12. 12. THEY ARE CONNECTED Ipsos Gaming with Millennials Syndicated Study, 2014 17 Lack of privacy, social pressure, need to be informed Constant communication Access to information Instant gratification “Text me, facebook me, tweet @ me, im me if you wanna reach me.”
  13. 13. DO YOU HAVE A PROFILE ON A SOCIAL NETWORKING SITE? 6% 30% 50% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% Silent Boomer Gen X Millennial Source: Pew Research Center 18
  14. 14. 81% n/a n/a 23% n/a n/a n/a 82% 59% 33% 37% 24% 14% 12% 84% 69% 47% 45% 36% 32% 32% 2010 (n=1021) 2012 (n=1001) 2014 (n=1000) SOCIAL NETWORKING SITES % Registered Total Aware continued… 98% 99% 98% n/a 98% 98% n/a 89% 91% 92% 95% 93% n/a 76% 83% n/a 55% 84% n/a 65% 89% Ipsos Gaming with Millennials Syndicated Study, 2014
  15. 15. AVERAGE NUMBER OF TEXT MESSAGES SENT IN A WEEK - CANADA 118.5 161.4 209.8 0 50 100 150 200 250 2010 2012 2014 Ipsos Gaming with Millennials Syndicated Study, 2014 20
  16. 16. AVERAGE NUMBER OF TEXT MESSAGES SENT IN A WEEK – U.S. Ipsos Gaming with Millennials Syndicated Study, 2014 21 426.4 457.8 57.8 2014 National (n=948) MN 18 to 34 (n=778) MN 35+ (n=257)
  17. 17. THEY DISTRUST INSTITUTIONS 50% 39% 37% 32% 0% 10% 20% 30% 40% 50% 60% Source: 2014 Pew Research Center poll of 1821 U.S. adults % Politically Independent 29% 21% 16% 9% 0% 5% 10% 15% 20% 25% 30% 35% % Religiously Unaffiliated
  18. 18. … AND PEOPLE 19% 31% 40% 37% 0% 10% 20% 30% 40% 50% Millennials Gen X Boomers Silent Percent agreeing that most people can be trusted Source: Pew Research Center, 2012 23
  19. 19. THEY ARE STRESSED • 24/7 lifestyle can be exhausting • Nearly half feel their stress level is “very high” or “high” • Facebook depression  “Instead of connecting, some become more isolated than ever.” Source: Indiana Education, “The Millennial Generation” 24 “I like being by myself, but sometimes I feel like that’s hard to articulate. Like if you don’t want to hang out with people, you always have to have an excuse. You can’t just be like ‘I want to chill out and read.’ I feel like it’s almost not socially acceptable. I know it’s weird.” –Tori, 22
  20. 20. GAMBLING BEHAVIOR 25
  21. 21. GENERATIONAL ATTITUDES THAT AFFECT GAMBLING BEHAVIOR • Economy • Value social experiences • Would rather exchange skills/control for monetary risks (e.g., bet on a sports team they’re knowledgeable about) • Want immediate tangible or emotional takeaway for time/money spent • Not strongly motivated by money • Risk-averse 26
  22. 22. GENERATIONAL ATTITUDES THAT AFFECT GAMBLING BEHAVIOR • Spaces & Places • Do not believe they frequent gambling venues • Comfortable with use of technology, but don’t require it • They distrust institutions • Rituals & Ceremonies • Rarely carry cash • Spend entertainment money when with others 27
  23. 23. MINNESOTA PAST YEAR GAMBLING BY AGE 83% 88% 80% 74% 78% 54% 61% 78% 82% 83% 79% 65% 0% 20% 40% 60% 80% 100% 18-24 25-34 35-44 45-54 55-64 65+ 1995 2012 28 Source: MN Gambling Survey
  24. 24. GAMBLING AT ALL, ON ANY GAME, FOR ALL STUDENTS, AND FOR BOYS AND GIRLS 0 10 20 30 40 50 60 70 80 90 1992 1995 1998 2001 2004 2007 2010 All Students Boys Girls Source: Stinchfield (2011)
  25. 25. GAMBLING AT ALL BY GAME 9TH GRADE BOYS 0 10 20 30 40 50 60 70 1992 1995 1998 2001 2004 2007 2010 Lottery Cards Skill games Sports teams Casino Online Source: Stinchfield (2011)
  26. 26. 2014 MILLENNIAL GAMBLING PARTICIPATION % Participated Source: Ipsos Gaming with Millennials Syndicated Study, 2014 74% 42% 32% 30% 25% 19% 18% 15% 12% Lottery Purchased raffles or 50/50 draws Played card games such as Poker or Hold'em Poker outside of a casino or card club (played… Played bingo Bet on sports pools such as at the office or bar Played fantasy sports Purchased pull-tabs or break opens Purchased lottery tickets for real money on the Internet Bet on live horse or dog racing
  27. 27. 2014 PAST YEAR LOTTERY PARTICIPATION 74% 58% 55% 55% 44% 35% 23% 21% 17% 15% 15% Any Game (Net) Lotto 6/49 Lotto Max Instant Scratch Games Add-on Regional 6/49 Regional Max/ Lottario Poker Lotto Sports Daily Games Keno Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  28. 28. TRACKING PARTICIPATION IN GAMING ACTIVITIES AT CASINO 84% 61% 46% 28% 20% 13% 6% 3% Any gaming activity Play slots Any table game Play Blackjack Play Roulette Play other table games Play Craps Play Baccarat continued…Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  29. 29. TRACKING PARTICIPATION IN GAMING ACTIVITIES AT CASINO CONTINUED 11% 9% 6% 6% 6% 5% Played Poker in a poker room Played Video Poker Play any gambling games from anywhere within a casino using an electronic remote device Participate in sports betting Participate in slot tournaments Participated in table games tournaments
  30. 30. SPORTS BETTING PARTICIPATION Sports pools Sports wagers or bet on sports outcomes Betting on horse races None of the above % Participated 19% 18% 9% 70% Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  31. 31. • Games more likely to be played by younger adults than older adults – Bingo – Card games – Sports pools – Fantasy sports – Pull tabs • Games less likely to be played by younger adults than older adults – Lottery – Raffles • No difference – Casinos – Racing
  32. 32. 39
  33. 33. FANTASY SPORTS PARTICIPATION Any Fantasy Sport (net) Fantasy Hockey Fantasy Football Fantasy Basketball Fantasy Soccer Fantasy Baseball Fantasy Car Racing Fantasy Golf I have not played any Fantasy Sports in the past 12 months 24% 13% 9% 6% 6% 5% 3% 3% 76% I play in traditional leagues 60% I play in daily leagues/ contests 21% I play in both traditional leagues and daily leagues 19% % Participated Type of Fantasy Sports League Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  34. 34. ONLINE GAMBLING PARTICIPATION Any game Internet Casino Played online Poker Played online slot machines or spinning wheel games Played online Blackjack Played online Roulette or Craps Played online games like Caribbean Stud or Pai Gow For Money 32% 22% 14% 9% 8% 4% 3% continued… Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  35. 35. ONLINE GAMBLING PARTICIPATION CONTINUED Sports Entered online sports pools or fantasy sports pools Placed online sports wagers or bet on sports outcomes Bet online on horse or dog racing Played games online through your mobile device Played online skill games and card games such as backgammon, pool, mahjong, solitaire or crib Played online Bingo against other players or a computer Wagering online on the outcome of events For Money 14% 8% 8% 3% 10% 9% 6% 4%
  36. 36. ONLINE GAMBLING SPENDING AVERAGE spend in a typical session: 2012: $124.90 2014: $141.30 Source: Ipsos Gaming with Millennials Syndicated Study, 2014
  37. 37. U.S. ONLINE AND CONSOLE GAMING PARTICIPATION 4 4 Played video games such as Nintendo, Wii, Sony Play Station, or Microsoft Xbox 360 Played puzzle-type games such as word games or board games on the internet Played arcade-style games such as pinball or Pac-Man on the Internet Played massive multiplayer online games like World of Warcraft, Dark Age of Camelot, Everquest, or Guild Wars on the Internet Played multiple player actions games such as Grand Theft Auto or Moto GP 09/10 on the Internet % Participated 73% 51% 37% 26% 24% Source: Ipsos Gaming with Millennials Syndicated Study, 2014
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  39. 39. 47
  40. 40. SO … HOW DO WE REACH THEM?
  41. 41. THANK YOU! DON FEENEY – DONF@MNLOTTERY.COM 55
  42. 42. To provide session feedback: • Open New Horizons app • Select Agenda tile • Select this session • Select Take Survey at bottom of screen If you are unable to download app, please raise your hand for a paper version

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