Profiling Internet Gamblers - Part 2: International Online Gamblers

26 October 2009, Milton Shaw

The following is the second in a series of stories offering summarized insights into the online gambling demographic, as revealed in a study undertaken by Professors Robert T. Wood and Robert J. Williams of the University of Lethbridge, Canada.

Their complete study, titled 'Internet Gambling: Prevalence, Patterns, Problems and Policy Options' was published in January 2009 and provides a comprehensive statistical profile of the typical internet gambler.

Background

An online survey of 12,521 gamblers conducted during 2006/07 was used to compile a statistical profile of the typical Internet gambler. 7,921 respondents from 105 different countries provided detailed responses to the survey.

Internet gambling was defined to include:
- online purchase of lottery tickets;
- online bingo;
- online casinos;
- online sports bets;
- online wagers (bets on horse races); and
- online games (real $) played against other people.

The typical Internet gambler

According to the study, the typical internet gambler exhibits the following characteristics,:

predominantly male (78%);
middle aged (45);
well educated (30% college/university educated);
earning higher than average disposable income ($US 60,100 average, 30% over $US 90,000).

The UK and Europe more broadly were found to be the regions where internet gambling participation rates were highest. The study advises that as the survey respondents were recruited from an online gambling site, the participation rates documented are significantly higher than those that would result from a random sample population not skewed toward online gambling. They do however still offer a meaningful relative comparison of participation rates by region, and are set out below (respondents who had gambled on the internet in the past 12 months):

56% in the UK;
54% Europe;
44% Caribbean;
39% Africa;
33% Asia;
32% Australia and NZ;
31% Canada;
25% United States;

The results are consistent with regional studies that suggest a higher participation rate in the UK (6.9%, 2008, Gambling Commission) than the US (2.0%, 2008, American Gaming Association).

Not surprisingly, worldwide, the most popular internet gamble was the lottery which 70% of internet gamblers participated in. Other categories, in order of participation were instant win games (60%), poker (59%), slots (53%), casino table games (47%), sports betting (42%), wagering (26%), bingo (15%).

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