Understanding the Dynamics of Lottery Players

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A recent in-depth survey of 958 adult lottery players was conducted in the United States to better understand their thoughts, emotions, and behaviors. With non-cash games and online purchase opportunities emerging, it is vitally important to understand what lottery players currently look like and how best to market to them. The findings from the study highlight the need for ongoing communication with this audience, as these new trends change the dynamic of the market.

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Understanding the Dynamics of Lottery Players

  1. 1. A recent in-depth survey of 958 adult lottery players was conducted in the United States to better understand their thoughts, emotions, and behaviors. With non-cash games and online purchase opportunities emerging, it is vitally important to understand what lottery players currently look like, and how best to market to them. The findings from the study highlight the need for ongoing communication with this audience, as these new trends change the dynamic of the market. ����� �����would rather purchase online feel odds are different purchasing online vs. in-store 16% 23% Emerging Trend #1: Online Play pay off debt take a vacation give to my family buy a new car give to charity 71% 62% 58% 51% 45%$ WHAT WOULD WINNERS* DO? AVERAGE HOUSEHOLD INCOME < $25K23% 28% 44% $25K - 50K $50K + 87% in-store 9% 4% in-store & online online WHERE THEY PLAY 48% of Americans actively play the lottery A Snapshot of Today's Lottery Player Understanding the Dynamics of Lottery Players Exploring the emerging trends of online purchase & non-cash play * Only 72% of lottery players believe they will win
  2. 2. UNDERSTANDING PLAYERS • Learn what drives satisfaction of your brand and what your consumers are looking for next (lifestyle, behavioral, motivational, and product usage) • Track attitudes, usage, and game affinity over time GAME DEVELOPMENT AND INNOVATION • Understand what draws your consumers to try new products, and the price levels associated • Test both online and in-store products before launching MARKETING, COMMUNICATIONS AND AD SUPPORT • Optimize your campaign investments to match the tastes of your target consumers • Understand retail channels, website satisfaction and engagement Key Benefits of Ongoing Player Engagement From August 2nd to August 3rd 2013 and August 6th to August 7th 2013 an online survey was conducted among 958 randomly selected American adults who are Springboard America panelists and actively play the lottery. The margin of error—which measures sampling variability—is +/- 3.2%, 19 times out of 20. The results have been statistically weighted according to education, age, gender, region, and ethnicity American Community Survey data to ensure a representative sample. Discrepancies in or between totals are due to rounding For more information on how gaming organizations are connecting with players through Insight Communities, please contact Chris Bondarenko at chris.bondarenko@visioncritical.com or Dan Fergusson at dan.fergusson@visioncritical.com. For media inquiries, please contact: media@visioncritical.com. are 18-3462% Of those who enjoy playing for fun vs. cash: are 55+29% 40% enjoy playing lottery games that are non-cash based Emerging Trend #2: Non-Cash Play By leveraging Vision Critical’s Insight Community platform, lotteries have been able to engage thousands of their players on an ongoing basis, to truly infuse market research insights into their mission-critical business decisions. As player behavior evolves with innovative ways to purchase and new reasons to play, the ability to tap into a research-ready Insight Community of your highly profiled and engaged players becomes crucial to correctly react to market changes and remain successful.

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