Tuesday, September 17th, 2013
Less than one in four poker machine players say they go to the venue primarily to gamble, the latest Roy Morgan Gambling Monitor shows.

Gambling is the primary activity for less than one in four poker machine players (23%), while nearly half of pokie players also dined (48%) and over a third also drank alcohol (36%) on their most recent outing to a pokies venue, the latest Roy Morgan Gambling Monitor shows.

In the 12 months to June 2013, 33% of poker machine players went to the venue with friends on their most recent visit, 14% socialised with other patrons and 6% saw a live performance or entertainment.

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

“Patronage of RSL and Leagues clubs has declined over the past decade, and fewer Australians are playing the poker machines: 18% in the last three months, down from 31% a decade ago.

“Australians aged over 50 are more likely than those under 50 to have played poker machines in the last three months (21% vs 16%). Poker machine players over 50 are more likely than younger players to go to a venue primarily to gamble (25% vs 20%), and are more likely to dine (54% vs 42%).

“When Australians under 50 play the pokies they are more likely to go to a gambling venue with a group of friends (40% vs 26%) and to drink alcohol (43% vs 29%) than older players.

“It is important for clubs, pubs, and casinos to understand the demographics, attitudes and behavioural profile of their patrons, so as to provide dining and entertainment options that are both relevant and appealing.”

Source: Roy Morgan Single Source (Australia), July 2012 - June 2013 (n = 4,779).

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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