2.9 million Australian adults (16%) played poker machines in the last three months—and 42% of them (1.2 million people) play at least once a week, the latest consumer gambling data from Roy Morgan Research shows.
Half of those who played poker machines in the last three months (51%) say they decide how much to spend before participating—among frequent players, the rate is slightly higher (52%). Frequent players are also more likely to agree that “win or lose, I still enjoy it” (51%, compared with 46% of all players in a three-month period) or “I play to win” (44% vs 42%).
However frequent players are less likely to play spontaneously: only 1 in 4 say they usually play on the spur of the moment (25%), compared with 1 in 3 players overall (33%).
41% of frequent players generally go to the same place each time, while just 30% of all players are regulars at a particular venue. Over a quarter of frequent players say they use their winnings to play again (27%), above the norm of 22%.
Attitudes of Poker Machine players
Source: Roy Morgan Single Source (Australia), July 2014 – June 2015, sample n= 2,753 Australians 18+ who played poker machines at a venue in the last three months
Angela Smith, Group Account Director, Roy Morgan Research, says:
“One of the fundamental revelations in the documentary Ka-Ching: Pokie Nation, airing on ABC tonight, may not surprise anyone: poker machines are designed to encourage players to keep playing.
”Our research into gambling trends and behaviour shows that the majority of occasional or frequent players say they decide how much to spend before participating—but most of those people playing pokies once or more a week also say they enjoy it whether they win or lose while less than half play to win.
“Frequent players are more loyal to particular venues, more likely to use winnings to play again, and more likely to plan to gamble rather than go on the spur of the moment. While the 1.2 million people playing once a week or more are not necessarily all problem gamblers, their attitudes may help highlight some of the potential drivers or signs of problem gambling.”
Roy Morgan Research
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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