What a difference a decade makes. In the year to June 2004, 71% of Australians aged 18+ took part in at least one form of gambling in an average three-month period. Fast forward to June 2014, and that figure has fallen to 50%. This decline is evident across most types of gambling, and in capital cities, regional towns and rural areas. However, gambling is still more widespread in country Australia than in its capitals.
According to the latest findings from Roy Morgan Research, 56% of country-dwellers gambled in an average three-month period during the year to June 2014 (down from 74% a decade earlier), compared with 47% of capital city residents (down from 69%). Lottery and Scratch tickets are the most popular form of gambling for both groups, followed by poker machines.
Country residents vs capital city dwellers: % gambled in an average 3 months
Source: Roy Morgan Single Source (Australia), July 2013-June 2014 (n=15,998).
WA: you’ve gotta be in to win it
With 54% of its residents partaking in any given three months, Perth tops the capital cities for gambling incidence, while people living in regional Western Australia lead the country at 63%. For a state where poker machines are outlawed everywhere except Crown Perth Casino, these statistics may seem surprising at first glance. Indeed, pokies participation in WA is well below the national average.
Where Sandgropers over-index is in Lottery and Scratch participation. In the year to June 2014, 52% of Western Australians bought a Lotto or Scratch ticket in an average three months.
Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:
“Although gambling participation has declined around Australia in the last decade, one trend remains unchanged: that of country people being more likely than city dwellers to have gambled in an average three months.
“Roy Morgan Research’s ground-breaking profiling tool Helix Personas can help governments and other organisations identify and understand those individuals most likely to gamble. For example, people from the Rural Traditionalistsand Still Working segments are among those that come in well above average in terms of gambling participation.
“These two personas are older, based in country areas, and tend to hold conservative values. Many are retired; those still in employment earn modest to low incomes. While the hope of a much-needed financial windfall certainly motivates both groups’ gambling habits, Still Working in particular also enjoy the social aspect to playing the pokies at their local RSL.”
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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