colorado lottery tracking study presentation october 2011 (w3) for colorado lottery by simon...
TRANSCRIPT
Colorado Lottery Tracking Study Presentation
October 2011 (W3)
for Colorado Lottery
bySimon Jaworski
22
Colorado Lottery Tracking Study: Content
BACKGROUND, OBJECTIVES & METHODOLOGY
KEY FINDINGS & RECOMMENDATIONS
AD AWARENESS
SECOND CHANCE DRAWINGS, SOCIAL MEDIA, WEBSITE &
BENEFITS
OVERALL LOTTERY PLAYERSHIP
SCRATCH GAMES
MULTI-STATE JACKPOT GAMES – POWERBALL & MEGA MILLIONS
OTHER DRAWING GAMES – LOTTO, CASH 5, MATCHPLAY
KEY LOTTERY DYNAMICS: PLAYER TYPE, DAY PLAYED,
LOTTERY OPINIONS & GAME SATISFACTION RATINGS
33
Background
TRiG is conducting a point-in-time tracking study for Colorado Lottery and Scientific Games: Wave 1: April 18- April 26 (conducted for CO Lottery and Cactus) Wave 2: June 3- June 13 (conducted for CO Lottery and Cactus) Wave 3: September 19 - September 29
TRiG has been conducting this study with the following focal points:
1. Data Continuity with historical Colorado Lottery tracking studies
2. Ensuring data collected online comports with previous RDD only studies
3. Managing sample to be reflective of overall Colorado population
There are two key goals for this Colorado Lottery Point-In-Time Tracking Study:
1. To give the Lottery and Scientific Games accurate and relevant information, to enable both parties to make sound business decisions based upon market trends.
2. To enable the Lottery to use the new Tracking Data in conjunction with the historical information captured over the previous Telephone Tracking Study, and to make both the study and the data a seamless integration into the lottery’s business plan, on a weekly, monthly and annual basis.
44
Methodology
604 Colorado respondents participated in a 15 minute survey in Wave 3 506 completed online 98 completed by telephone interview
The respondents: Must be older than 18 years of age Must not have moral objections to Colorado running a state lottery Must not work for an advertising agency, market research company,
marketing consultant, any type of Lottery or a store that sells lottery tickets Phone respondents must not have internet access
Margin of Error – Statistical Sample Accuracy at 90% confidence on n=600 completes is + or – 3.4%
55
Sample Frame
W1 (N = 596 completes) W2 (N = 601 completes) W3 (N = 604 completes)
Gender breaks W1 W2 W3 Colorado Population– Female 51% 52% 51% 51%
– Male 49% 48% 49% 49% Age breaks (% of adult population)
– 18-24 10% 14% 8% 11%– 25-34 17% 17% 21% 20%– 35-44 17% 19% 17% 20%– 45-54 24% 22% 23% 20%– 55-64 17% 16% 16% 14%– 65+ 15% 12% 15% 15%
Race*– Caucasian 81% 84% 82% 84%– Asian 3% 3% 4% 3%– African American 5% 5% 5% 4%– Other 15% 9% 12% 10%
Ethnicity– Hispanic 21% 19% 22% 21%– Not Hispanic 79% 80% 77% 79%
* Percentages total more than 100% as respondents were allowed to select more than one answer choice
66
Key Findings
77
Key Findings (1) – Ad Awareness
63% of respondents recall viewing or hearing Colorado Lottery advertising within the past month significantly lower than W2 (but similar to W1).
Scratch game Unaided Awareness is up significantly due to Wheel of Fortune.
Wheel of Fortune represented 16% of the total 22% of Scratch Game unaided Ad awareness.
Awareness and understanding of Mega Millions should still be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.
88
Key Findings (2) – Social Media
Over 70% of Coloradoans utilize social media frequently.
58% of Coloradoans are Facebook users and Google Talk use is up to 20% in W3. Social Media users skew younger.
38% access Social Media via their mobile phone. (95% through laptop or PC).
Email and the Lottery website are the most popular communication channels for winning numbers and contest/promo information.
However, there is still only limited interest in Lottery contests and promotions information on Facebook (8%).
95% of Facebook users are unaware of Colorado Lottery Mega Millions promotions on the Facebook site.
99
Key Findings (3) – Website & Loyalty Programs
The number of respondents who have visited the CO Lottery website is up significantly in Wave 3, from 47% to 53%!
Mean score ratings are up for the CO Website, with only one issue being of any consequence (Navigation at 8%)
Almost half of Coloradoans participate in loyalty programs.
80% of Coloradoans who have a loyalty card belong to a Supermarket loyalty program and more than half have a Credit Card and/or Frequent Flyer program they belong to.
Over half of all respondents rate the appeal of the VIP club as 8 or higher.
However, among the core players, 70% of Past Month players rate the Colorado Lottery VIP club as a 8, 9 or 10 in terms of appeal.
85% of Coloradoans are unaware of the “Sign and It’s Yours” campaign.
Only 4% claim to recognize the campaign.
1010
Key Findings (4) – Lottery outlets & Purchase Days
47% of respondents purchase tickets at convenience stores regularly.
35% buy at grocery stores, up significantly in W3 (similar to W1).
More than half of Past Month players purchase at both outlets.
The number of Past Year Lottery players to have experienced an issue at a retail store has declined significantly in W3.
Playership by day continues to show discrepancies between Past Month players and more Infrequent players. Playership levels are almost identical on weekends (Saturday and Sunday)
However, the largest gaps are Wednesday’s 43% (Past Month) v 31% (Not Past Month) and of course Tuesday’s 30% (Past Month) v 16% (Not Past Month).
Colorado Lottery should attempt to either increase the casual player’s spend on weekends, or encourage more players into stores on Tuesdays.
1111
Key Findings (5) – Scratch Games
Monthly reported spend on Scratch Games is down from W2.
Having less money available to spend is the key driver behind decisions to spend less on Scratch Games.
About 1/3 of Scratch Game players state their reduction in spend is also because they don’t win enough.
Having spare money is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky.
Crossword is the most commonly played game, as well as the most preferred, followed by Wheel of Fortune.
Almost half of all $5 players like Crossword the best.
1212
Key Findings (6) – The Lottery & Powerball Futures
Close to two out of three total Coloradoans indicated a likelihood to purchase lottery games in the future, similar to W2.
There is still a 5:1 positive to negative ratio for the Colorado Lottery.
In W3, 68% of respondents claim they would continue playing Powerball if it became a $2 game, down from 73% in W2.
30% would spend more than $10 on $2 Powerball in a typical month.
Just over half of Powerball players play PowerPlay in Colorado.
2/3 of PowerPlay players say they would continue to utilize the PowerPlay feature even if the Powerball game moves to $2 price.
If Powerball went to a $2 game, 52% of players would spend roughly the same on all games. 35% of these players would keep spending exactly the same, with 17% altering their levels by game.
However, 19% would increase spend overall, 10% would decrease spend overall.
Only 1 in 10 claim to play Powerball for the fun/entertainment value.
1313
Recommendations
1. Game Awareness, Ad Awareness and understanding of Mega Millions should be the #1 priority for the Colorado Lottery moving forward.
2. Wheel of Fortune appears to have been a success. Are there similar $5 games the Colorado Lottery could launch? Are there any plans to expand the range of the very popular Crosswords games?
3. There appears to be a strong case for an increased use of Social Media in Lottery communications, specifically to ensure enough of the youngest age group, 18-34 year olds, are aware of Colorado Lottery games, promotions and jackpot sizes.
4. However, this needs to be done correctly.
5. There still appears to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent.
6. Days of the week.
1414
Ad Awareness
1515
Past Month CO Lottery Ad Awareness
63% of respondents recall viewing or hearing Colorado Lottery advertising within the past month.
This is similar to Ad awareness levels seen during W1 2011, significantly lower than W2.
May-10 W1 W2 W3
69%63%
68%63%
Q1. In the past month have you seen or heard any advertising for Colorado Lottery games?
(n = 596) (n = 601)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 604)
1616
13%
22%
10%
5%
1%
3%
4%
0%
2%
0%
Games Advertised Past Month – Unaided Ad Awareness Total Market Scratch game Unaided Awareness is up significantly due to Wheel of
Fortune WOF represented 16% of the total 22% of Scratch Game awareness Both Powerball and Mega Millions Ad Awareness figures are down
significantly.
21%
12%
11%
10%
7%
6%
6%
3%
2%
2%
Q2. Please list which Colorado Lottery games you have seen advertised in the past month?
Powerball
Scratch games/Scratch tickets/Scratch Off
Lotto
Mega Millions
Crossword/Crossword Scratch/Puzzle
Colorado Lottery/Lottery
CASH 5
Millionaire Raffle/Raffle
MatchPlay
Bingo
21%
10%
11%
8%
1%
7%
7%
3%
5%
1%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 596)
W1(n = 601)
W2(n = 604)
W3
1717
40%
48%
31%
27%
17%
12%
0%
1%
3%
Games Advertised Past Month – Total Ad AwarenessTotal Market Scratch Game Total Ad awareness has maintained from wave to wave,
while Ad awareness of other games, notably Powerball and MatchPlay has fallen.
Q2. Please list which Colorado Lottery games you have seen advertised in the past month?Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?
50%
49%
36%
35%
20%
13%
9%
7%
6%
Powerball
Scratch Games
Lotto
Mega Millions
Cash 5
MatchPlay
Raffle tickets
Crossword/Crossword Scratch/Puzzle
Colorado Lottery/Lottery
49%
47%
35%
30%
19%
22%
12%
1%
7%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 596)
W1
(n = 601)
W2(n = 604)
W3
1818
Colorado Lottery, Social Media, Website, Loyalty Club &
“Sign & It’s Yours” Campaign
1919
Social Media Websites Used
Over 70% of Coloradoans utilize social media frequently.
58% are Facebook users and Google Talk is up to 20% in W3.
Social Media users skew younger.
Q7. Which of the following Social Media websites do you actively use (or visit frequently)?
56%
27%
25%
13%
9%
9%
8%
6%
27%
Yahoo
YouTube
MSN
My Space
Google-Talk
Do not followSocial Media
60%
30%
29%
14%
8%
12%
8%
8%
25%
(n = 596)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
58%
26%
26%
11%
4%
10%
13%
20%
29%
W1
(n = 601)
W2(n = 604)
W3
2020
Social Media Access
The overwhelming majority of social media users utilize their PC to access these sites.
However, 38% access social media via their mobile phone.
*Base=Respondents who use social mediaQ7c. How do you access social media?
W3
95%
38%
9%
1%
PC (Desktop or Laptop)
Mobile Phone
Tablets (such as IPads)
Other
(n = 427*)
2121
W3
Lottery Information Communication Preferences
Email and the Lottery website are the most popular communication channels for winning numbers and contest/promo information.
However, there is still limited interest in Lottery contests and promotions information on Facebook (8%).
Q7d. How do you prefer to receive winning numbers from the lottery?Q7e. How would you prefer to receive information about Lottery contests and promotions?
33%
29%
6%
5%
2%
2%
1%
1%
1%
1%
0%
0%
1%
19%
E-mailLottery Website
NewspaperNews/TV
FacebookIn store (store unspecified)
MailStore where bought ticket
Phone/callText message
TwitterRadioOther
None of the above
(n = 604)
48%
32%
2%
5%
8%
0%
2%
0%
0%
0%
1%
1%
1%
19%
Contest and Promotion Info(n = 604)
Winning Numbers Info
2222
Colorado Lottery Website
The number of respondents who have visited the CO Lottery website is up significantly in Wave 3, from 47% to 53%!
More than one in three respondents has been on the CO Lottery website in the past month.
*Base=Respondents who have visited the CO website in the past monthQ8. Which of the following best describes when you last visited the Colorado Lottery website? Q9. Did you notice that the Colorado Lottery website has changed recently?
W1 W2 W3
54% 53% 48%
14% 15% 18%
15% 13% 18%
18% 19% 16%In the Past Week
In the Past Month
In the Past Year
I have never visited the Lottery website
Last Website Visit
(n = 596) (n = 601)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 604)
2323
Rating of Colorado Lottery Website Design
The website redesign was widely viewed as an improvement with 61% of respondents who have seen it giving it a rating of 8 or higher on a scale of 1 to 10. Mean ratings are now up to 7.7/10.
W1 W2 W3
6% 3% 4%8% 9% 6%
12% 11% 12%
18% 20% 17%
21% 25% 29%
17%18% 15%
18% 12% 18% Rating 10 - Excellent Website
9
8
7
6
5
Rating 1 - 4 Poor Website
*Base=Respondents who have visited the CO websiteQ10. On a scale of 1 to 10, where 10 is an excellent website that offers you everything you need to know about the Colorado Lottery and its
games, and is easy to use, and 1 is a poorly designed website that is difficult to use, how would you rate the Colorado Lottery website?
Mean Rating: 7.6 7.5 7.7
Top 3 Box: 57% 55% 61%
(n = 276*) (n = 283*)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 315*)
2424
Improvement for Colorado Lottery Website
61% of respondents either believe the website does not need improvement or can’t think of a way to improve.
However, 8% reported navigation issues.
Base=Respondents who have visited the CO websiteQ11w3. What can be done to improve the Colorado Lottery website?
W3
31%
8%
3%
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
14%
30%
(n = 315)*
Nothing, fine the way it isMake easier to navigate/find things/what I'm looking for
Improve speed/website takes too long to loadMake easier to find/better display of winning numbers
Clean up, make less clutteredOffer mobile app/better access on mobile access
Show winning numbers on home pageMake more user-friendly
More/better game info/game instructionsWebsite is not very appealing
Eliminate the sound effects/musical/noise iconsHave information on how money is spent/how helps Colorado
Offer more winning numbers/opportunities to winOther
Don't know/ can't think of anything
2525
Loyalty Programs/Clubs
Almost half of Coloradoans participate in loyalty programs.
80% of Coloradoans have a Supermarket loyalty program
More than half have a Credit Card and/or Frequent Flyer programs.
*Base=Respondents who participate in loyalty programsQ5aw3 Do you know what a Loyalty, VIP, Affinity or Rewards Club is?Q5bw3 Loyalty, VIP, Affinity or Rewards Club programs are partnerships in which one company offers special rates or services to their
members when their services are used on a repeated basis. Allowing members to earn points, credits or in some cases miles. Do you actively participate in any such club or program?
Q5cw3 Which of the following loyalty programs do you participate in? Select all that apply
Aware of Loyalty Programs/Clubs
(n = 604)
W3
Yes42%No
58%
Participate in Loyalty Programs/Clubs
Yes48%
No52%
80%
57%
50%
40%
36%
26%
23%
19%
15%
15%
8%
2%
2%
Supermarket (Safeway, Albertson, King Soopers)
Credit card programs (like American Express, Discover Card)
Frequent Flyer Programs (Delta, US Air)
Hotel Programs (Marriott, Hilton)Restaurants
(Subway, Panera Bread)Department Stores (Macy's,
Dillard, Kohls)Casinos (Foxwoods, Cherokee)
Specialty Store (DSW, Toys R Us)
Food/Beverage (Coke)
Drug Stores (CVS, Walgreens)
Video Game Stores(Game Shop)
Online survey panels
Other
(n = 604)
(n = 287*)
Loyalty Programs Participate In
2626
Colorado Lottery VIP Club Appeal
Over half of respondents rate the appeal of the VIP club as 8 or higher.
Over 70% of Past Month players rate the Colorado Lottery VIP club as a 8, 9 or 10 in terms of appeal. (8.1 mean score)
W3
10%2%
5%3%
12%
8%9%
13%
9%
31%
Rating 10 - Extremely Appealing
9
8
7
6
5
4
3
2
Rating 1 - Not At All Appealing
Q5dw3 The Colorado Lottery is thinking about launching a lottery VIP club where players can earn points for entering the serial numbers of their non-winning tickets. Earned points could then be redeemed for different types of prizes like home entertainment systems, gift cards from local Colorado restaurants, etc. On a scale of 1 to 10 where 1 is Not at all appealing and 10 is extremely appealing, how appealing is this type of program to you.
Total Past Month Players Lapsed playersMean Rating: 6.9 8.1 6.1Top 3 Box % 52% 71% 38%
(n = 604)
2727
Awareness of Campaigns
85% of Coloradoans are unaware of the “Sign and It’s Yours” campaign.
Only 4% claim to recognize the campaign.
Q62. Just within the last month or so, do you remember seeing any images or hearing any of the …?
Yes4%
No85%
DK11%
(n = 604)
W3
Aware of Colorado Lottery's “Sign and It’s Yours”
Campaign
2828
Overall Lottery Playership
2929
(n = 604)
W3
58%54%
47%28%
23%11%
7%27%
CO Lottery Games - PlayershipTotal Market
Q13. Have you ever played any of [these] Colorado Lottery games?Q14. Which Colorado Lottery games have you ever played?
73% of respondents have played CO Lottery games ever in W3, down against W2.
Scratch Games and Powerball have the highest playership, with 28% of the population claiming to have ever played Mega Millions in W3 (up from W2).
Ever Played CO Lottery Games
Yes78%
No22%
DK1%
W1
(n = 596)
(n = 601)
W2
60%58%
52%32%
24%11%
8%23%
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
Raffle ticketsNone
Games Ever Played
Yes75%No
25%
57%51%
45%24%22%
16%8%
25%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
Raffle ticketsNone
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
Raffle ticketsNone
Yes73%No
26%
DK1%
3030
Games Played In …Total Market Past Month playership is down significantly in W3, down from 51% to
45%. This decline is seen across the board, although Scratch Games and MatchPlay have seen significant declines.
Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
68%
48%
47%
37%
28%
17%
9%
5%
31%
66%
46%
43%
33%
21%
15%
12%
6%
34%
65%
45%
45%
34%
21%
14%
7%
6%
35%
Total Lottery Playership
Scratch Games
Powerball
Lotto
Mega Millions
Cash 5
MatchPlay
Raffle tickets
None
… Past Year … Past Month
54%
30%
33%
24%
18%
9%
5%
2%
46%
51%
31%
28%
22%
12%
8%
6%
3%
49%
45%
26%
27%
21%
13%
6%
4%
1%
55%
69% May-10
W1 (n = 596) W2 (n = 601) W3 (n = 604)
3131
Outlets Where CO Lottery Tickets Purchased RegularlyTotal Market 47% of respondents purchase tickets at convenience stores regularly.
35% buy at grocery stores, up significantly in W3 (similar to W1).
More than half of Past Month players purchase at both outlets.
Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?
52%
35%
10%
2%
2%
79%
52%
17%
3%
3%
64%
49%
7%
0%
5%
Convenience Stores
Grocery
Liquor Stores
Restaurant/Bar
Other Outlets
51%
30%
9%
1%
2%
80%
48%
15%
1%
2%
67%
39%
10%
1%
6%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
Multiple answers accepted35% did not state an answer
47%
35%
9%
1%
2%
76%
57%
16%
3%
3%
64%
46%
7%
0%
5%
Lapsed Players
Past Month Players
Total Market
(n = 596)
W1
(n = 601)
W2(n = 604)
W3
3232
Issues Faced at Lottery Retail Stores
The number of Past Year Lottery players to have experienced an issue at a retail store has declined significantly in W3.
The most common issues experienced are out-of-stock games (down significantly in W3), unknowledgeable staff or game terminals/dispensers not working.
*Base=Respondents who have played CO lottery games in the past yearQ19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?
27%
18%
16%
13%
7%
4%
1%
51%
28%
16%
13%
10%
7%
2%
3%
51%
Scratch Games you wanted to play were unavailable
Store clerks/employee had little knowledge about games
Drawing Game terminals were not working
Scratch Game tickets in the dispensers were not visible
Lottery Game instruc-tions were unclear
Incorrect numbers were displayed at location
Other
None of the above
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
22%
13%
16%
9%
6%
3%
2%
58%
(n = 409)
W1
(n = 393)
W2(n = 390)
W3
3333
Likelihood to Purchase CO Games in the Future
Close to two out of three total Coloradoans indicated a likelihood to purchase lottery games in the future, similar to W2.
18% stated they might or might not purchase in the future.
5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?
W1 W2 W3
8% 10% 8%9% 10% 11%
16%17% 18%
23% 22% 25%
45% 41% 38%Definitely Purchase
Probably Purchase
Might or Might Not Purchase
Probably Not Purchase
Definitely Not Purchase
Mean Rating: 3.9 3.8 3.7
Top 2 Box: 67% 63% 63%
(n = 596) (n = 601)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 604)
3434
3535
Amount Spent on Scratch Games…
61% of all players spent $5 or less the last time they played Scratch Games.
Monthly reported spend is down for both the last time player’s played and their typical monthly spend.
*Base=Respondents who have played Scratch games in the past yearQ26. How much did you spend the last time you played Scratch games?Q27. Approximately how much do you spend on Scratch Games in a typical month?
… Last Time Played … In Typical Month
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
W1 W2 W3
59%51%
61%
20%27%
22%
12% 15% 11%9% 7% 5%
$21+
$11 - $20
$6 - $10
$1 - $5
(n = 287*) (n = 279*)
Mean: $10 $11 $8
W1 W2 W3
41% 34%50%
17%19%
19%18%
17%
13%6%8%
8%6% 7%
3%11% 15%7%
50+
$31-$49
$21-$30
$11-$20
$6-$10
$1-$5
(n = 287*) (n = 279*)
Mean: $21 $24 $14
(n = 273*) (n = 173*)
3636
Why Spending Less on Scratch Games
Having less money available to spend is the key driver behind decisions to spend less on Scratch Games.
About 1/3 state it’s also because they don’t win enough.
*Base=Respondents who are spending less on Scratch GamesQ29. Why are you spending less on Scratch games? Is it because…?
75%
37%
16%
8%
4%
5%
3%
85%
39%
13%
6%
3%
2%
0%
78%
34%
10%
2%
6%
6%
0%
Have less money to spend
Felt didn’t win enough
Spending less on principle
Less interested in lottery games
Don’t enjoy it anymore
Other
None
REASONS FOR SPENDING LESS
W1 (n = 97*)W2 (n = 87*)W3 (n = 93*)
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
3737
Importance - Scratch Games Purchase – Why & What
Having spare money is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky.
* Base=Respondents who have played Scratch games in the past yearQ30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been important to you
in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.
73%
61%
60%
28%
22%
10%
79%
62%
61%
28%
16%
11%
74%
63%
57%
23%
20%
10%
I had spare money
I saw the scratch
tickets
I felt lucky
I saw a lottery sign
I remembered the advertising
The sales clerk mentioned it
PAST YEAR SCRATCH PLAYERSWHY MAKE SCRATCH PURCHASE?
86%
75%
72%
70%
67%
63%
60%
55%
51%
46%
87%
78%
77%
68%
66%
64%
65%
60%
50%
45%
85%
70%
59%
66%
65%
53%
56%
58%
46%
45%
Price of the ticket
Number of chances to win
Having a bonus feature
Odds of winning
Top prize
Game you've won on before
Having many win-able
small prizes
Way it is played
Being new game
Graphics/general look of ticket
PAST YEAR SCRATCH PLAYERSWHAT DRIVES SCRATCH CHOICE?
W1 (n = 287*)W2 (n = 279*)W3 (n = 273*)
3838
$5 Game Playership / Preference
Crossword is the most commonly played game, as well as the most preferred, followed by Wheel of Fortune.
Almost half of all $5 players like Crossword the best.
Base=Respondents who have played $5 games in the past week or past monthQ25b. Which of the following $5.00 Scratch Game tickets have you ever played?Q25c. And which of the following $5.00 Scratch Game tickets do you like best?
W3
72%
50%
30%
30%
27%
22%
22%
20%
20%
1%
Crossword
Wheel of Fortune
Rageous Riches
Super Special Wild Number Bingo
Reel Winner
High Octane
Musical Notes
Fifty Large
Super Lemon Lime Crossword
Other
$5 Scratch Game Tickets Ever Played
(n = 74)*
47%
18%
8%
7%
5%
4%
4%
3%
3%
1%
Crossword
Wheel of Fortune
Rageous Riches
Super Special Wild Number Bingo
High Octane
Musical Notes
Reel Winner
Fifty Large
Super Lemon Lime Crossword
Other
$5 Scratch Game Tickets Like Best
(n = 74)*
3939
Multi-State Games&
4040
Amount Spent on Powerball & Mega Millions…
30% of all Powerball players typically spend more than $10 in a month.
Almost three quarters of players spent $5 or less the last time they played.
More frequent players are less motivated by increasing jackpot sizes
Weekly players are more motivated to play in $20-30 million jackpots
30% of Powerball players who are lapsed players (not played in the past month) wait until the Powerball jackpot hits $100m.
During the field period, the Mega Millions continued to increase, and probably drew in less frequent players.
*Base=Respondents who have played Powerball in the past yearQ34/47. How much did you spend the last time you played Powerball/Mega Millions?Q35/48. Approximately how much do you spend on Powerball/Mega Millions in a typical month?
Spend Last Time Played – Mean $ Spend In Typical Month - $
W1 W2 W3
$8 $7 $8
$7 $8 $4
W1 W2 W3
$15 $15 $12
$15 $20 $8
4141
19%9%9%
23%11%
20%9%
Jackpot Amount Spent
43% of players will spend more as jackpot size increases
38% of players who spend more when the jackpot size grows increase their spend when the jackpot hits $100 million +.
*Base=Respondents who have played Powerball in the past year** Base=Respondents who spend more on Powerball tickets as the jackpot growsQ38. Do you typically spend more on Powerball tickets as the jackpot grows?Q39. At what jackpot amount do you start to spend more on Powerball?
Spend More as Jackpot Grows
W1
(n = 279*)
(n = 257*)
W2
14%18%
7%23%
14%18%
7%
20-30 Million 31-50 Million 51-99 Million
100-149 Million 150+ Million
Size of Jackpot does not matter
Don't know
Amount at Which Spend More
Yes43%
No53%
DK4%
(n = 119**)
(n = 110**)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
Yes43%
No54%
DK3%
Mean = $99m
Mean = $82m
20-30 Million 31-50 Million 51-99 Million
100-149 Million 150+ Million
Size of Jackpot does not matter
Don't know
11%11%13%
23%15%18%
9%(n = 271*)
W3 Yes43%
No56%
DK1%
(n = 116**)
Mean = $104m
20-30 Million 31-50 Million 51-99 Million
100-149 Million 150+ Million
Size of Jackpot does not matter
Don't know
4242
Reasons for Playing POWERBALL
Almost half of Powerball players cite the “chance to win” as the key reason they play the game.
Only 1 in 10 claim to play for the fun/entertainment value.
9%
13%
30%
47%For the chance to win/I want to win
Big jackpot/prizes I could win
The money
For fun/entertainment/I like the game
Base=Respondents who have played POWERBALL in the past yearQ33a What is the key reason that you play POWERBALL?
(n = 271)*
W3
4343
Yes73%
No11%
Don't know16%
Potential Powerball Game Changes
In W3, 68% of respondents claim they would continue playing Powerball if it became a $2 game., down from 73% in W2.
30% would spend more than $10 on $2 Powerball in a typical month.
*Base=Respondents who have played Powerball in the past yearQ39b. If the current Powerball game were to make some improvements …, but the price point moved from a $1 game to a $2
game, would you still play Powerball?Q39e. How much would you spend on a $2 Powerball game in a typical month?
(n=257)*
Spend on $2 Powerball in a typical month?
Would you continue playing Powerball if games changes to $2 ticket?
40%
34%
16%11%
$21+
$11-$20
$6-$10
$1-$5
Mean: $13
W2
Yes68%
No15%
Don't know17%
(n=271)*
36%
34%
15%15% $21+
$11-$20
$6-$10
$1-$5
W3
Mean: $13
4444
Yes51%
No47%
Don't know2%
Yes53%No
44%
Don't know3%
Yes
No
Don’t Know
0% 20% 40% 60% 80% 100%
67%
16%
17%
PowerPlay Feature – Now and future
Just over half of Powerball players play PowerPlay in Colorado.
2/3 of PowerPlay players say they would continue to utilize the PowerPlay feature even if the Powerball game moves to $2 price.
*Base=Respondents who have played Powerball in the past year** Base=Respondents who play PowerPlay feature of PowerBallQ39a. Do you currently play the PowerPlay feature of Powerball for an extra $1…?Q39d. If the current Powerball game increased from a $1 game to a $2 jackpot game, would you still play PowerPlay…?
(n=136)**
Will you will play PowerPlay ifPowerBall increases to $2?
Do you currently play the PowerPlay feature of PowerBall?
(n=257)*
W2
Yes
No
Don’t Know
0% 20% 40% 60% 80% 100%
67%
19%
14%
(n=271)*
W3
(n=139)**
4545
35%
14%
13%
8%
5%
4%
2%
18%
37%
19%
8%
6%
9%
5%
1%
14%
29%
18%
20%
10%
2%
4%
3%
12%
41%
6%
10%
9%
5%
3%
2%
25%
Impact of $2 Powerball on Total CO Lottery Spend
52% of players would spend roughly the same on all games with $2, Powerball. 35% of these players would keep spending exactly the same, with 17% altering their levels by game.
19% would increase spend overall, 10% would decrease spend overall.
(n=271)
Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past week, month, yearQ39f. How do you think a $2 Powerball game would affect your spending on the range of Lottery games you currently play,
including Powerball?
(B)(n=78)*
(C)(n=89)*
(D)(n=101)*
Spend Same on PB and Other
Spend more on PB, keep other same
Spend more on PB, lower other
Spend less on PB, keep other same
Spend more on PB, more on other
Spend less on PB, more on other
Spend less on PB, lower other
Don't Know
Total Past Week Past Month Past Year
D
c
bC
D
BD
4646
35%
14%
13%
8%
5%
4%
2%
18%
35%
10%
12%
12%
5%
7%
8%
11%
Impact of $2 Powerball on Total CO Lottery Spend
There appears to be more confusion about future spending in W3 then there was in W2 with “Don’t know” response rising significantly
Net lower spending options fell from 20% in W2 to 10% in W3.
Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past week, month, yearQ39f. How do you think a $2 Powerball game would affect your spending on the range of Lottery games you currently play,
including Powerball?
(n = 257)
W2
(n = 271)
W3
Spend Same on PB and Other
Spend more on PB, keep other same
Spend more on PB, lower other
Spend less on PB, keep other same
Spend more on PB, more on other
Spend less on PB, more on other
Spend less on PB, lower other
Don't Know
4747
Powerball and Mega Millions interaction
13% of those who play Powerball and Mega Millions will increase Mega Millions spend if jackpot is high, while maintaining Powerball spend.
Over half of all respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot.
*Base=Respondents who have played Powerball and Mega Millions in the past yearQ50. When the Powerball jackpot is low, and Mega Millions jackpot is high, do you…?
W1 W2 W35% 7% 11%
55% 51%55%
28% 27%21%
12% 15% 13%Spend more on Mega Millions and keep your Powerball spend the same
Spend more on Mega Millions and lower your Powerball spend
Spend the same on both games, regardless of the jackpot size
Don't Know
(n = 152*) (n = 104*)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 112*)
4848
Reason for Not Buying Mega Millions Ticket
Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.
30% of non-players are not aware/familiar/have not thought about playing
13% of respondents in W3 “don’t have the money” to play Mega Millions, up significantly from W2
*Base=Respondents who have played Powerball and not played Mega Millions in the past yearQ51. In the PAST YEAR, you said you have played Colorado Lottery’s Powerball game, but not the Mega Millions game. Both games are
very similar, being National Jackpot drawing games, so what is the main reason you have not bought a Mega Millions ticket?
W1 W2 W3
(n = 127*) (n = 153*) (n = 159*)
Not aware of/Familiar with the game 27% 17% 19%Poor odds/hard to win 10% 9% 3%Prefer Powerball/Used to playing Powerball 7% 10% 10%Have not thought/Don't think about playing it 6% 4% 11%I don’t have the money 5% 6% 13%I don’t think I’ll ever win 2% 3% 1%Powerball has a higher payout 2% 4% 1%Just haven’t tried Mega Millions yet 2% 4% 3%Familiar with Powerball 2% 1% 3%I play/Prefer to play other Colorado lottery games (game unspecified) 2% 0% 3%
Don't like Mega Millions 1% 0% 1%Other 16% 10% 6%No reason 8% 7% 9%Don’t Know 11% 10% 9%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
4949
Mega Millions Promotion on Facebook
95% of Facebook users are unaware of Colorado Lottery Mega Millions promotions on the Facebook site.
The Colorado Lottery needs to drive players to their Facebook page.
Base=Respondents who use FacebookQ49w3 Do you follow Mega Millions promotions on Facebook?
(n = 350)*
Yes4%
No95%
Not Sure1%
W3
5050
5151
Amount Spent on Lotto, Cash 5 and MatchPlay…
20% of LOTTO players spend more than $10 on the game in a typical month.
84% of players spent $5 or less the last time they played.
*Base=Respondents who have played LOTTO in the past yearQ41/44. How much did you spend the last time you played CASH 5/LOTTO tickets?Q42/45. Approximately how much do you spend on CASH 5/LOTTO in a typical month?
… Spend Last Time Played … Spend In Typical Month
$9 $9 $4 $17 $16 $8
$6 $5 $5 $18 $14 $13
Mean $ W1 W2 W3 Mean $ W1 W2 W3
5252
Games SatisfactionTop 2 Box % (5 point scale – 5 = Extremely Satisfied, 1 = Not At All Satisfied)
Scratch Games are consistently the No.1 game in terms of player satisfaction.
Satisfaction with Raffle has fallen dramatically from W1 being the highest rated game to the lowest in W2 and W3.
58%
51%
42%
42%
41%
40%
34%
26%
52%
41%
46%
39%
38%
37%
23%
52%
38%
43%
39%
36%
39%
Raffle Tickets
Scratch Games
Mega Millions
Cash 5
MatchPlay
Powerball
Lotto
Q59a. For the following games that you have played in the past year, how satisfied are you with each game you have played? Please use a scale from 1 to 5 where 5 is Extremely satisfied and 1 is Not at all satisfied.
W1 (n =596)W2 (n = 601)W3 (n = 604)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level