Friday, June 6th, 2014 - Roy Morgan Research

Poker machines accounted for 60% ($9.8 billion) of the $16.3 billion spent by Australians on gambling in the 12 months to March 2014, well ahead of race betting and lotteries according to the latest results from the Roy Morgan Gambling Monitor. 

Australians spent $2.5 billion on race betting and $1.7 billion on lotteries, or 15% and 10% of the annual gambling spend respectively.

The other forms of gambling make up the remaining 15% — including sports betting ($0.9 billion or 5%), casino table games ($0.6 billion or 4%), Keno ($0.5 billion or 3%), and scratch tickets ($0.3 billion or 2%).

Annual Gambling Expenditure in Australia

australian-gambling

Source: Roy Morgan Single Source (Australia), April 2013 – March 2014 (n=9,107).

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

“Despite losing popularity over the past decade, poker machines still generate the bulk of revenue from gambling in Australia. This makes sense, as half of poker machine players qualify as heavy gamblers, compared to one in five gamblers overall. 

 

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

 

“For instance Battlers are more likely than other communities to have played poker machines in the last three months, especially those belonging to the Struggle Street persona (31% of whom have played the pokies vs 17% of the population 18+).  Struggle Street 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 who do gamble may 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.
Samantha Wilson
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Keywords

gambling, betting, leisure, poker machines, pokies, helix personas

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