Thursday, May 22nd, 2014 - Roy Morgan Research

Most of the money spent on gambling in Australia is spent by a minority of gamblers. Although heavy gamblers[1] make up only 20% of the country’s gamblers, they account for almost 90% of the total annual gambling spend of $16.3 billion, according to the March 2014 results from the Roy Morgan Gambling Monitor. 

Medium gamblers make up 40% of gamblers but only 11% of total annual spend, and light gamblers also make up 40% of gamblers but just 1% of spend.

Heavy/medium/light gamblers: percentage of gamblers vs percentage of spend

gambling-spend
Source: Roy Morgan Single Source (Australia), April 2013 – March 2014 (n=9,107). NB: Average three-month gambling spend is $330+ for heavy gamblers, $45–$329.99 for medium gamblers, and less than $45 for light gamblers.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“The fact that the bulk of Australia’s gambling revenue is generated from just 20% of gamblers illustrates that although heavy and even problem gamblers certainly exist, most Australians are not big spenders when it comes to gambling. Light gamblers tend to be those who buy lottery tickets (81%) and an occasional scratch ticket (26%) in an average three-month period but rarely partake in other types of gambling. By contrast, heavy gamblers participate in many types of gambling, especially poker machines (80%), lottery tickets (69%), and betting (40%). 

 

“Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist governments and other organisations to identify and understand heavy gamblers.

 

“For instance Battlers are more likely than other communities to be heavy gamblers, especially those belonging to theStrugglestreet persona (19% of whom are heavy gamblers vs 11% of the population 18+).  Strugglestreet is a group who are doing it tough on low incomes or government benefits. They are usually renting and some have young families to support; those that gamble may well do so in the hope of winning a much-needed windfall that would solve all their financial problems.”

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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.
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Keywords

gambling, betting, leisure, heavy gamblers, pokies, lottery, scratchies

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