Tuesday, May 15th, 2012 - Roy Morgan Research
Australians who live in regional or rural areas are more likely than capital city dwellers to have played poker machines in the last 12 months according to the March 2012 results of the Roy Morgan Gambling Monitor.
 
31% of Australians living in regional or rural areas played the pokies in the last 12 months, compared to only 22% of capital city dwellers.

Australians living in regional or rural areas are also more likely to place a bet, buy a lottery or scratch ticket, and play Keno at a club, pub or casino.


Incidence of playing Poker Machines (last 12 months)


Source: Roy Morgan Single Source, April 2011 – March 2012, n=19,167.
 

Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:
 
“The Roy Morgan Gambling Monitor shows that just over one quarter of Australians gamble on the pokies, with regional and rural residents being more likely to play the pokies than city dwellers.

“Regional and rural residents are more likely than capital city dwellers to go to pubs and hotels for a drink or meal and to catch up with friends - and many play the pokies while they are there.

“However, for all regions of Australia, playing the pokies has gradually become less popular over the past decade, with less Australians patronising venues like licensed clubs. This trend away from the pokies has accelerated over the past year, with expenditure on pokies falling sharply. Australians are tightening their belts and spending less in general.

“The Roy Morgan Gambling Monitor shows that just over one quarter of Australians gamble on the pokies, with young people under 25 and the 50+ age group being more likely to play the pokies than the 25-49 year olds. This is not surprising given that 25-49 year olds are less likely to have spare cash to gamble, with many of them having families to support and financial commitments such as mortgages.

“The data also shows that Australians under Australians under 25 years of age and those 50 years or older are more likely to have played poker machines in the last 12 months.”


The latest detailed Roy Morgan Gambling Currency Report provides an overview of the gambling industry, measuring the size of the total gambling market as well as the three main components, Gaming, Wagering and Lotteries/Scratch tickets and the changes in each over time. The report also looks at participation, cross category participation and internet usage.  For each of the major forms of gambling, Poker Machines, Casino Table Games, Keno, Betting and Lotteries/Scratch tickets, the report measures overall market size for the current 12 months as well as trends over time. Participation by venue, gender, age and state of origin and annual spend per player are also measured.

Also available, the latest detailed Roy Morgan Profiles of Australians 18+ who have participated in different forms of gambling in the last 3 months, such as all forms of betting, poker machines, casino table games, lottery or scratch ticket, online betting and keno.

An extensive list of other gambling related profiles available include visitor profiles for key gambling venues across Australia such as Crown Casino, Burswood Casino, Conrad Jupiters Casino, Conrad Treasury Casino, Skycity Adelaide Casino, Star City Casino and profiles of visitors to any casino over the last 12 months. All these profiles examine the demographics, attitudes, activities and media consumption of the target group.

The latest detailed Roy Morgan report available on Gambling Trends examines the current and future trends that are driving Australia’s gambling sector. It focuses specifically on leisure and gambling trends, such as participation in traditional leisure activities and incidence of gambling, gambling expenditure and frequency. Trends regarding participation in different forms of gambling and gambling methods, such as online gaming or betting are also included, along with a demographic profile of gamblers. Insights regarding trends in technology are examined, and the report is concluded with an analysis of heavy gamblers in the Australian gambling market.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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