by powered by Ipsos

April, 18 2019

Betting that if it’s built, they will come

Paige Schoenfeld // WTF VICE

Sports gambling hasn’t had the greatest reputation in popular culture. Bets happened in clandestine telephone booths or dark, smoky back rooms. Online gambling first grew its roots through gray market sources.

However, perceptions are improving, as sports betting and online gambling become legalized throughout Canada and in pockets of the U.S., with some regulatory strings attached. But a change in perceptions is not happening as quickly as some would like. As we’ve seen in the rest of this issue, just because something becomes legal, or becomes less of a vice, doesn’t mean the market is suddenly ready to embrace it with open arms. Nor does it mean that people immediately understand the new laws and regulations or, more importantly, the products and offerings themselves.

Ipsos research shows that barriers exist for the adoption of online betting, the modern vehicle to place a sports bet today. This syndicated research that measures attitudes and usage in the U.S. and Canada highlights that trust in online gambling sites is very low – not a surprise, given that the average Canadian has access to only one legal and regulated online gambling website. Financial concerns are a factor as well, which is consistent with any form of gambling. Ipsos looked at how barriers to online play differed across generations. Younger generations, for example, were much more likely to reject gambling in general or, alternatively, not know where to start.

All of this points to opportunities for gaming and lottery companies to educate people on the ins and outs of the industry and the rules in each state or province. Taking a role in that education has the additional benefit of helping to foster much needed trust between brand and customer.

Paige Schoenfeld is a Director for Ipsos Lottery and Gaming

divider

share on linkedin Print this article

If you build it, will they gamble?

Below are some reasons why people say they do not gamble online. For you personally, how much of a barrier to

U.S Gen X U.S Gen Y U.S Gen Z U.S Total Canada Total

I don't trust online gambling websites. I don't trust online gambling websites. 77% 78% 81% 78% 71%

I can't afford it. I can't afford it. 68% 73% 73% 71% 70%

I don’t like to spend my money online. I don’t like to spend my money online. 62% 64% 67% 64% 68%

I don't like to gamble at all. I don't like to gamble at all. 56% 65% 69% 63% 68%

I don’t know where/how to start gambling online. I don’t know where/how to start gambling online.. 45% 57% 57% 53% 46%

It’s confusing. It’s confusing. 48% 52% 54% 51% 47%

I prefer to gamble elsewhere. I prefer to gamble elsewhere. 42% 45% 45% 44% 46%

Online gambling is not legal in my state. Online gambling is not legal in my state. 42% 47% 42% 43% Not applicable


Source: The 2018 Gaming XYZ Syndicated Study

Subscribe to the GenPop Monthly Newsletter

Receive monthly insights, perspectives, and research tips from experts across all of Ipsos' specialty research practices.


What the Future is a quarterly deep dive into different aspects of consumer and social thought and behavior. Each edition features exclusive new data from world-leading research firm Ipsos. WTF explores how a single industry or behavior fits into the broader culture now and in the coming decades. Read Previous WTF Issues »


divider

share on linkedin Print this article

, Director, Canada, Ipsos

Paige Schoenfeld is a Director at Ipsos. She advises lottery and gaming clients about their market, advertising, and brand strategy using data driven insights. In her time supporting Lottery and Gaming organizations she has helped her clients make more informed decisions by having a stronger market understanding, optimizing player engagement, and providing a platform for clients to make more educated decisions on new concepts or games. She has more than eight years of experience as both a qualitative and quantitative researcher.



Editors Picks

WTF VICE
Vice

Will the term “authentic” still have meaning for wine and spirits?

by // April 17, 2019

For many drinkers, well-aged wine and spirits are the height of pleasure for their quality and smoothness. Now, entrepreneurs are using innovative technologies to speed up time-honored aging methods to mimic the qualities of beverages aged several years. read more »

ipsos
GenPop by Ipsos

© 2019 Ipsos. All rights reserved.