targeting the next generation of gamblers: ipsos gaming emerging markets syndicated study us/canada...
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Targeting The Next Generation of Gamblers: Ipsos Gaming Emerging Markets Syndicated Study
US/Canada ComparisonIGNA – February20, 2013
Quick look at methodology
Review demographics of who we surveyed
Lottery participation and play analysis
Casino & Other Gaming participation
Internet Gaming/Gambling
Technology & the Internet – Key Metrics
Social Networking
2
On Tap for Today
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Methodology
3
Online survey conducted in Canada in proportion to the total Canadian population with respondents between the ages of 18-34.
Ipsos’
Online Consumer Panel Resources
Online Canadians
&Americans
Between 18-34
Online Methodology
Completed Surveys with “Emerging
Market”
United States: 1001Canada: 1001
Who Did We Talk To?What Do They Look Like?
4
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Emerging Market Demographic Profile
5
Gender Age Marital Status
Male
Female
18-24
25-29
Single
Married
30-34
50%50%
50%50%
28%29%
29%30%
62%56%
43%41%
29%26%
6%16%
Canada (n=1001)
United States (n=1001) continued…
Domestic Partnership
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Emerging Market Demographic Profile continued
6
Education Income Employment
$30-$50K
$50K-70KHigh School or less
Some college or university or technical school
College/University degree or post grad degree
Working full time
Home maker
Working part-time Full time student
Self-employed
Unemployed
<$30K
$70K +27%18%
34%27%
39%54%
12%33%
14%15%
25%15%
39%17%
33%48%
10%5%
16%8%
18%18%
13%13%
6%4%
Canada (n=1001)United States (n=1001)
Lottery Participation
7
More Canadians than Americans play the lottery
Americans dominate in the Scratch category, and Canadians dominate in the big lotto category• In both countries, general playership increases as we move from 18-24 to 25-29, and
subsequently to 30-34─ Except for Scratch play in Canada
Canadians spend more on lottery
Among Scratch category, Americans dominate $1 price point whereas Canadians dominate $3 price point• Which means Canadians players dominate extended play games
8
Key Findings – Lottery Participation
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Incidence of Past Year Lottery Participation
9
Base: All respondents
70%
Canada (n=1001)
Incidence: Played a Lottery Game in the Past Year
60%
United States (n=1001)
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Past Year Lottery Participation
10
60%
45%
46%
24%
19%
18%
70%
58%
39%
15%
7%
19%
Canada (n=1001)
United States (n=1001)
Any Game (Net)
Multi-State Game (US)/National Game (Canada)
(Nets)
Instant Scratch Games (Net)
Cash Lotto (Net)
Daily Games (Net)
Pick 6 Lotto (Net)
Base: All respondentsQA1. Which of the following activities have you done in the past year?
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Past Year Lottery Participation – By Age
11
54%63%
41%37%
35%46%
Base: All respondentsQA1. Which of the following activities have you done in the past year?
18 to 24
Any Game (Net)
Instant Scratch Games (Net)
National Game (Net)
United States (n=430)Canada (n=410)
63%74%
46%42%
49%63%
25 to 29
Any Game (Net)
Instant Scratch Games (Net)
National Game (Net)
67%75%
53%37%
56%67%
30 to 34
Any Game (Net)
Instant Scratch Games (Net)
National Game (Net)
United States (n=290)Canada (n=300)
United States (n=280)Canada (n=290)
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Proportion of Spending
12
35%
22%
14%
8%
50%
15%
1%
5%Canada (n=1001)
United States (n=1001)
Base: Played any game in the past yearA2. In the past year, about how much money have you spent on the following Lottery games?
Multi-State Game (US)/National Game (Canada)
(Nets)
Instant Scratch Games (Net)
Daily Games (Net)
Pick 6 Lotto (Net)
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44%
21%
12%
13%
10%
38%
21%
16%
16%
10%
Canada (n=1001)
United States (n=1001)
Amount of Money Spent on Any Lottery Game in the Past Year
13
Base: Spent money on lottery game in the past year QA2. In the past year, about how much money have you spent on the following Lottery Games?
$1 - $49
$50 - $100
$101 - $200
$201 - $500
$501 +
Median Past Year Spend:United States : $55 Canada: $76
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39%
24%
8%
17%
5%
11%
25%
30%
18%
3%
Canada (n=1001)
United States (n=1001)
Price Point Purchased Most Often – Scratch Games
14
Base: Played Instant tickets in the past yearQA6. Which price of Instant Scratch Games would you say that you purchased most often?
$1
$2
$3
$5
$10
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Extended vs. Quick Play Preference
15
Base: Played Instant tickets in the past yearQA6B. Please indicate which type of Instant Scratch Games you prefer to play.
Extended Play
Quick Play
Definitions:
“Extended Play” – Games that take longer to
play such as Bingo or Crossword
“Quick Play” – Games that are quick to play such as matching
symbols
30%
70%
63%
37%
Canada (n=382)United States (n=461)
Casino and Other Gaming Participation
16
Among non-Casino games, more Canadians buy raffle types games, but more Americans play bingo
Casino visitation to Vegas/Atlantic City much higher among Americans, whereas casino visitation to in-state/in-province higher in Canada• At the casino, one key difference is Video Poker more popular among Americans• Americans outspend Canadians at Casino both in gaming and non-gaming activities
─ Function of slot and table game denomination on gaming side
More Americans boast having a casino loyalty card
Among non-casino visitors, Americans seems more receptive to various incentives for visiting
17
Key Findings – Casino and Other Gaming Participation
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Other Gaming Participation
18
On Raffles or 50/50 draws
Playing bingo
Card games such as poker or Hold'em Poker outside of a
casino or card club (played in-person, not on the Internet)
On sports pools such as at the office or bar
Playing in Fantasy Sports Pools
Pull-tabs or breakopens
Betting on live horse or dog racing at the track
Betting on live horse or dog racing at an off track betting
establishment
Purchased Lottery tickets for real money on the Internet
% Participated
Base: All respondentsQB1. Overall in the past year, on how many separate occasions did you participate in the following?
28%
30%
26%
21%
20%
15%
12%
11%
11%
40%
22%
22%
17%
16%
14%
9%
7%
7%
Canada (n=1001)
United States (n=1001)
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Visits to Casinos – Past 3 Years
19
Any Casino (Net)
A casino in Nevada (such as Las Vegas) or Atlantic City
A land-based Casino in your state or province (if available)
A land-based Casino out of your state or province
A resort Casino (where you might go for a wknd or as part of a vacation) in
your state or province (if available)
A resort Casino out of your state or province (where you might go for a
wknd or as part of a vacation) - from Las Vegas or Atlantic City
A riverboat or dockside Casino in your state or province (if available)
A racetrack Casino in your state or province (if available)
A riverboat or dockside Casino out of your state or province
A racetrack Casino out of your state or province
Base: All respondentsC1. Please indicate if you have been to any of the following types of casinos in the past three years.
% Yes
52%
29%
27%
18%
13%
11%
11%
9%
9%
6%
56%
17%
45%
13%
6%
7%
4%
12%
4%
3%
Canada (n=1001)
United States (n=1001)
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Participation in Non-Gaming Activities at Casino
20
72%
47%
33%
33%
16%
16%
14%
6%
27%
25%
13%
58%
31%
27%
27%
12%
11%
14%
6%
18%
15%
6%
Canada (n=564)United States (n=524)
Base: Visited casinos in the Past 3 Years C7. Thinking about your visits to casinos, please indicate the activities that you typically participate in when you go to the casino. You may not participate in all of these activities each time you visit a casino but try to think of a typical visit and answer accordingly.
Any Non-Gaming Activity (Net)
Dined at a casual restaurant
Visited a casino bar
Any Entertainment (Subnet)
Attended special events like concerts
Watched live entertainment at a lounge
Saw a headline show
Attended special events like boxing and UFC
Dined at a fine dining restaurant
Visited a nightclub
Took part in promotional events
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Last Visit Spending on Casino Activities
21
Base: Spent money on a casino game/ casino entertainmentC8/C9. During your last visit to any type of Casino, in total, approximately how much money would you say you have wagered on all gambling a activities combined, such as slots, table games, track betting, sports books, etc.? During your last visit to any type of Casino, approximately how
much money did you spend on non-gambling activities such as watching live entertainment, dining at casino restaurants, attending events, visiting the casino bar/nightclubs, etc....?
Base: Visited casinos in the Past 3 Years (n=483)
Mean Spending on all Casino Games
Mean Spending on Casino Entertainment
United States: $253.60Canada: $136.30
United States: $160.20Canada: $108.80
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Slot Denomination Participation
22
59%
43%
43%
36%
45%
28%
21%
20%
17%
35%
24%
25%
19%
40%
14%
5%
3%
1%
Canada (n=370)
United States (n=320)
% All/Most of the time
Penny
2¢
5¢
10¢
25¢
$1
$2
$5
Greater than $5
Base: Played slots (n=370)C7A. How often do you play the following denominations of slot machines when you visit the casino?
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Table Game Denomination Participation
23
63%
47%
28%
27%
25%
20%
18%
14%
52%
24%
15%
22%
11%
7%
6%
4%
Canada (n=224)
United States (n=238)
% All/Most of the time
$5
$10
$15
$20
$25
$50
$100
$500+
Base: Played table games at the casino (n=224)C7B. When you play table games at the casino, how often do you play the following denominations?
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41%
27%
Casino Loyalty Cards
24
Base: Visited casinos in the Past 3 YearsC10. Do you currently own a play loyalty card to a Casino (any Casino)?
United States (n=524)
Canada (n=564)
Ownership of Loyalty Cards
% Yes
CanadaLoyalty Cards Held
(mentions of 5% or greater)
Points/players/VIP card (unspecified)
Casino Rama
Niagara Casino
Fallsview
BC Gold Encore
Montreal Casino
9%
9%
9%
8%
7%
5% 2012 (n=154)
Base: Currently own a play loyalty card to a CasinoC11. What loyalty card or cards do you currently have?
United StatesLoyalty Cards Held
(mentions of 3% or greater)Points/players/VIP card (unspecified)
MGM Grand
Harrahs
Total rewards
Ameristar
Mohegan Sun
A lot/many (unspecified)
Trump
2012 (n=214)
Internet Gaming
25
Internet gambling penetration similar in both countries, but for fun play higher in the U.S.• Somewhat more Americans played for fun first (83%) than Canadians (75%)
Canadians slightly more loyal to one site only
Pokerstars dominant site in both countries
Americans spend more in typical session
Some key differences in payment solutions used
Americans more likely than Canadians to try gambling online if offered by local lottery or name brand casinos
26
Key Findings – Internet Gaming
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Internet Gaming Participation
27B4a. Overall in the past year, have you played any of the
following games on the Internet for money?
Base: All respondents
Any game (Net)
Played skill games and card games
Played games online through your mobile device
Played Poker
Played slot machines or spinning wheel games
Played Bingo against other players or versus a computer
Played Blackjack
Entered fantasy sports pools
Entered sports pools
Wagering on the outcome of events (such as the outcome of
elections or reality shows)
Played Roulette or Craps
Placed sports wagers or bet on sports outcomes
Played games like Caribbean Stud or Pai Gow
Bet on horse or dog racing
For Fun For Money
34%
31%
27%
19%
19%
17%
16%
9%
6%
6%
6%
5%
4%
3%
25%
28%
18%
15%
11%
9%
9%
8%
7%
6%
5%
4%
2%
2%
Canada (n=1001)
United States (n=1001)
13%
5%
5%
8%
6%
5%
5%
4%
5%
3%
4%
3%
2%
3%
10%
3%
2%
6%
4%
2%
4%
4%
4%
2%
3%
4%
1%
2%
B4. Overall in the past year, have you played any of the following games on the Internet for fun without betting money?
Base: All respondents
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Played Internet Games for “Fun” Before “Real Money”
28
Yes
No
Base: Played games online for moneyQB7. Earlier you indicated you had spent real money playing games on the Internet. Did you play Internet games for 'fun' before you started
playing for real money?
83%
17%
75%
25%Canada (n=182)
United States (n=208)
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51%
34%
14%
57%
28%
15% Canada (n=182)
United States (n=208)
Patterns of Internet Gaming for Money
29
Base: Played games online for money QB8. Which of the statements below best describes your patterns of Internet gaming for real money? At any one time...
12%
I exclusively play only one Internet gaming
website for real money
I play at two or three different Internet gaming
websites for real money
I shop around and play a large variety of Internet gaming
websites for real money
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43%
18%
15%
11%
5%
6%
2%
53%
20%
12%
4%
3%
7%
1%
Canada (n=182)
United States (n=208)
Registration with internet Gaming Sites
30
Base: Played games online for moneyB9. How many Internet gaming websites are you registered with?
1
2
3
4
5
6 to 10
11 to 19
Number of Gaming Websites
United States Mean: 2.7
Canada Mean: 2.3
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Participation at Internet Gaming Websites
31
Pokerstars
World Series of Poker
Bingo Diamond
Bodog
Sportsbook
Pinnacle
Bet365
Played Past Year Typically Play
26%
20%
19%
16%
14%
13%
11%
25%
7%
10%
8%
8%
4%
7%
Canada (n=182)United States (n=208)
Base: Played games online for money B6a. From the list of Internet gambling websites below, please check off which ones you have played over the past year.
Base: Canada: Played games on the internet over the past year United States: Played games on the internet for moneyB6b. From the list of Internet gambling websites below, please check off the one that you typically play at.
18%
12%
13%
10%
5%
5%
5%
27%
3%
8%
7%
5%
4%
4%
Canada (n=138)
United States (n=208)
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Participation at Internet Gaming Websites, continued
32
Bet Victor
ME Bingo
William Hill
Ladbrokes
BetCRIS
Bwinparty
PKR
Played Past Year Typically Play
9%
8%
7%
8%
6%
5%
5%
4%
8%
7%
3%
3%
3%
3%
Canada (n=182)United States (n=208)
Base: Played games online for money B6a. From the list of Internet gambling websites below, please check off which ones you have played over the past year.
Base: Canada: Played games on the internet over the past year United States: Played games on the internet for moneyB6b. From the list of Internet gambling websites below, please check off the one that you typically play at.
1%
3%
3%
1%
1%
4%
2%
1%
5%
7%
1%
2%
1%
2%
Canada (n=138)
United States (n=154)
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Internet Gaming Spending
33
Base: Played games online for money (n=182)B6. In the spaces provided, please estimate the total amount of money you wager in a typical gaming session.
AVERAGE spend in a typical gaming
session:United States : $167.60
Canada : $124.90
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Method of Depositing Internet Gaming Funds
34
Base: Played games online for moneyB10. How do you typically deposit funds into your internet gaming account?
Pre-paid CardCredit Card
24% 39%
United States (n=208)
Canada (n=182)
Electronic Payment Solution
47% 37%
12% 7%
Bank Wire/ Money Order
7% 5%
Electronic Funds Transfer
1% 3%
Cheque
2% 2%
Other
8% 8%
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United States (n=793)
Alberta, Saskatchewan, Manitoba and Ontario
lottery players (QB12, n=319)
British Columbia, Quebec, and Atlantic provinces
lottery players (QB12a, n=208)
Base: Not played online for money
B12. How likely would you be to start gambling with your local lottery if they were to offer Internet Gaming (Internet casinos, poker and sports betting) for real money?
B12. How likely would you be to start gambling if your provincial lottery were to offer Internet Gaming (Internet casinos, poker and sports betting) for real money (AB, SK, MB, ON only)?
Likelihood of Internet Gaming with Lottery
35
16%
8%
4%
14%
10%
9%
70%
83%
88%
B12a. How likely are you to start gambling with your provincial lottery, knowing they offer Internet gaming for real money (BC, QC, ATL only)?
Likely (7,6,5) Neutral (4) Not Likely (3,2,1)
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United States (n=793)
Canada (n=819)
Likelihood of Internet Gaming with Casino
36
15%
5%
13%
8%
72%
87%
Base: Not played for real moneyB13. How likely would you be to start gambling on the Internet for real money if casinos (such as Caesars or MGM) were to offer Internet gaming?
Likely (7,6,5) Neutral (4) Not Likely (3,2,1)
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Reasons for not Internet Gaming for Money
37
Concerned about the legitimacy of website
I'm concerned about the security of giving credit
card information
I can't afford it right now
Don't like the idea of having to download
software to play
I am not interested in Internet gaming
Concerned about professional players
or sharks
I like to play these types of games in person
I'm not good enough at gaming
Base: Not played for real moneyB14. We're now going to show you some general reasons why some people have not played games on the Internet for real money. Please
indicate if you agree or disagree with each reason as it applies to you personally using a 7-point scale where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'.
% Agree (5,6,7)
71%
70%
62%
55%
53%
47%
43%
35%
62%
61%
53%
53%
66%
42%
42%
37%
Canada (n=819)
United States (n=793)
continued…
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Reasons for not Internet Gaming for Money continued
38
I'm concerned about getting in trouble with the law
I'm afraid I'll become addicted
Internet gaming (except lottery ticket sales) is not
regulated in Canada or the United States
I don't have a credit card
Spouse/partner would not approve
I am morally opposed to gaming
A friend or relative had a bad experience
Base: Not played for real moneyB14. We're now going to show you some general reasons why some people have not played games on the Internet for real money. Please
indicate if you agree or disagree with each reason as it applies to you personally using a 7-point scale where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'.
% Agree (5,6,7)
32%
31%
28%
27%
26%
18%
15%
19%
30%
23%
17%
22%
24%
13%
Canada (n=819)United States (n=793)
Technology and the Internet
39
Functional use of mobile devices has grown at incredible rate in past few years in both countries• In 2012, texting took over ‘calling’ as dominant mode of electronic communication
However, texting activity by Americans nearly doubles that of Canadians• Likely a function of landline vs cellular penetration and cost of communications plans
40
Key Findings – Technology and the Internet
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77%
38%
34%
60%
25%
31%
27%
n/a
81%
47%
41%
63%
38%
37%
34%
n/a
78%
55%
51%
62%
50%
41%
35%
n/a
84%
82%
77%
75%
68%
62%
62%
61%
Activities Performed Using Mobile Device
41
Base: Currently using cellular phone/iPhone/Blackberry/AndroidQF4. Thinking about the past six months, please indicate if you have conducted any of the following activities using your
cellular phone, blackberry, or wireless handheld.
Sent or received text messages
Browsed the Internet
Sent or received email
Sent or received photos
Visited social networking sites (such as Facebook
or Twitter)*
Downloaded or played games
Downloaded or listened to music
Download applications (apps) other than games**
continued…
United States Canada
79%
32%
27%
38%
30%
29%
23%
15%
76%
37%
34%
38%
34%
28%
25%
22%
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
84%
79%
75%
68%
68%
57%
48%
58%
2009 (n=870)2010 (n=861)
2011 (n=773)2012 (n=620)
2009 (n=923)2010 (n=780)
2011 (n/a)2012 (n=641)
*Note: Prior to 2012, question was ‘Logged into Hotmail or Facebook accounts’**Note: Prior to 2012, question was ‘Downloaded applications (apps)’
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Activities Performed Using Mobile Device, continued
42
Base: Currently using cellular phone/iPhone/Blackberry/AndroidQF4. Thinking about the past six months, please indicate if you have conducted any of the following activities using your
cellular phone, blackberry, or wireless handheld.
continued…
United States Canada
n/a
15%
18%
8%
n/a
8%
2%
4%
n/a
16%
19%
10%
n/a
10%
5%
4%
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
48%
35%
40%
20%
23%
23%
14%
9%
n/a
32%
18%
12%
n/a
10%
6%
6%
n/a
40%
24%
18%
n/a
14%
8%
9%
n/a
37%
26%
14%
10%
13%
10%
4%
53%
51%
40%
32%
25%
23%
22%
13%
Posted photos to a social networking site
Sent or received video or multimedia messages
Downloaded content from the Internet
Downloaded or watched TV/video programs
Called others using an app (eg. Skype)
Entered a contest
Used a mobile issued coupon or ticket
Responded to a mobile promotion
2009 (n=870)2010 (n=861)2011 (n=773)2012 (n=620)
2009 (n=923)2010 (n=780)2011 (n/a)2012 (n=641)
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2009 (n=725)
2010 (n=593)
2011 (n/a)
2012 (n=538)
78.7118.5
161.4
Communication Through a Wireless Handheld Device
43
Base: Has sent or received text messagesQF5 . On average, how many text messages would you say that you send in a given week?
Average Number of text messages sent in a given week
2009 (n=666)
2010 (n=696)
2011 (n=606)
2012 (n=518)
129.6155.2
178.4
329.4
United States Canada
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Communication Through a Wireless Handheld Device
44
Base: Has cellular phone/Blackberry or iPhone
QF6. Of all the communicating that you use your cellular phone or other wireless handheld device (such as a Blackberry) for,
what percentage of the time would you say that you call someone vs. text message someone vs. email someone
34%
60%
6%
38%
52%
10%
n/a
n/a
n/a
53%
35%
13%
2012 (n=844)2011 (n/a)2010 (n=780)2009 (n=923)
Percent of time spent calling vs. text messaging vs. emailing
Text
Call
36%
57%
7%
43%
49%
8%
45%
45%
10%
52%
37%
11%
2012 (n=814)
2011 (n=773)
2010 (n=861)
2009 (n=870)
United States Canada
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Current Telephone Situation
45
Base: All respondentsQF6a. Please select the statement that best describes your current telephone situation.
Landline OnlyCellular Phone
Only
Canada (n=1001)
United States (n=1001)
8%
9%
54%
35%
39%
57%
Have Both a Landline & Cellular Phone
Social Networking
46
Awareness and registration with popular social sites similar in both countries• But some gender differences on penetration with some sites• Frequency of login similar at most sites except for Instagram and Pinterest being slightly
more popular in the U.S.
Slightly more Americans use Social Networking site for communication than email than do Canadians
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Key Findings – Social Networking
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10%
7%
38%
35%
36%
8%
4%
35%
33%
31%
80%
63%
39%
38%
22%
82%
59%
37%
33%
14%
Canada (n=1001)United States (n=1001)
8%
28%
18%
20%
16%
9%
35%
22%
23%
17%
Tracking Social Networking Sites
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%Registered % Visited % Aware, Not Visited
Total Aware
Base: All respondentsQF9. Please select one response for each of the following social networking sites listed below.
98%
98%
94%
94%
98%
99%
93%
89%
73%
61%
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41%
45%
49%
44%
26%
32%
38%
38%
35%
20%
21%
16%
9%
9%
4%
24%
12%
8%
4%
4%
Canada (n=1001)United States (n=1001)
12%
14%
22%
11%
16%
16%
18%
27%
9%
20%
Social Networking Sites
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% Registered % Visited % Aware, Not Visited
Total Aware
Base: All respondentsQF9. Please select one response for each of the following social networking sites listed below.
64%
48%
80%
73%
74%
72%
75%
67%
46%
43%
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77%
65%
38%
33%
4%
26%
8%
7%
6%
5%
86%
53%
37%
32%
23%
22%
16%
9%
3%
2%
Female (n=501)Male (n=501)
Social Networking Sites – by Gender (2012)
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Base: All respondentsQF9. Please select one response for each of the following social networking sites listed below.
% Registered
74%
67%
37%
36%
9%
23%
12%
9%
9%
5%
86%
59%
40%
40%
34%
19%
21%
8%
9%
2%
Female (n=501)Male (n=501)
CanadaUnited States
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53%
47%
47%
53%Canada (n=718)
United States (n=651)
Email Communication vs. Social Networking
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Base: Send private messages F11A. Of all the communicating that you do through private messaging, what percentage of the time do you use a personal email account vs.
messaging through a social networking site? Please enter the approximate percent of time dedicated to these forms of messaging. The numbers must add to 100%.
SocialNetworking
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Quick look at methodology
Review demographics of who we surveyed
Lottery participation and play analysis
Casino & Other Gaming participation
Internet Gaming/Gambling
Technology & the Internet – Key Metrics
Social Networking
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What Did We Look At Today?
Contact Information
53© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Contact: Paul Lauzon
403 294 7386 ‐ ‐or
www.ipsos–na.com