The UK is a nation of risk-takers, as was reported by Smart Live Gaming when it revised and republished a study on UK betting behaviour (originally published in text form by the UK Gambling Commission) to analyse how Brits gamble. It seems online gambling is on the rise and could very well be the UK’s top form of gambling in the next few years. The study gave insights which could be quite beneficial for the gambling industry as a whole.
The UK Gambling Commission recently published a study where it was found that Brits have certain general gambling traits. These are interesting because they give a clearer picture of the large gambling demographic. For example, males in the 18–24 range spend 21% of their gambling money on slot machines. They spend nearly 10% more on slots than they do on traditional casino table games. In general, when a man is older, particularly in his early thirties, he continues to prefer slot machines over other casino games but his love of the national lottery increases by 25%.
In his late thirties his behaviour is somewhat different: the same man’s spending on gambling decreases conversely with his age. His spending on slots decreases by half without reaching the all-time low that it does for the 65+ age group. Additionally, it’s interesting to note that horseracing, unlike online betting, private betting, and betting on sports remains consistently high in terms of average expenditure. An average of 14,6% of a British man’s gambling money is spent on horseracing throughout his life. Surprisingly, this is a gambling activity which is the same across the sexes, with women on average enjoying horse racing far more than other gambling activities throughout their lives.
However, although it may be popular with women of all ages, horseracing only reaches its apex as a viable form of gambling in women aged 25–34, whereas in younger women there’s less than a 10% expenditure set aside for horseracing.
These findings can be used to learn more about the gambling sector for better marketing and client services. The gambling sector could make it integral to their operations to conduct such studies on a regular basis, thereby ensuring the longevity of the market as a whole.