Engaging Emerging Markets:Is Technology the Answer?

Don FeeneyResearch and Planning Director

Minnesota State Lottery

Minnesota Lottery Participation by Age

18-24 25-34 35-44 45-54 55-64 65-74 75+

27%

46%

52% 52%49%

44%

25%

Minnesota Lottery Participation by Age

18-24 25-34 35-44 45-54 55-65 65-74 75+

47%52%

55%51% 50%

47%

25%27%

47%52% 52%

49%44%

25% 20012011

Reasons for never playing a lottery game

Morally opposed

Don't have time to play

Boring

Never think of it

Not interested

Not worth the money

Poor odds

Rather spend money on other things

33%

40%

46%

68%

75%

75%

82%

91%

Source: 2011 Ipsos-Reid Emerging Markets Study

Reasons for never playing a lottery game

Prefer other gambling

Confusing/hard to play

Can't use credit/debit

Not convienent to buy

Proceeds don't go where they should

Not aware of games

15%

19%

21%

27%

29%

30%

Source: 2011 Ipsos-Reid Emerging Markets Study

What percentage of the time do you pay by …?

Debit card

Cash

Credit card

Check

39%

31%

24%

5%

35%

26%

27%

12%

35+18-34

Frequency of Shopping

Once a month or more

Supermarket

Big box

Drug store

Convenience

89%

85%

64%

64%

Once a week or more

Se-ries1 56%

43%

20%

31%Chart Title

Likelihood of Internet Gaming with Lottery

Not likely; 63%Neutral; 13%

Likely; 24%

How likely would you be to start gambling with your local lottery if they were to offer Internet Gaming (Internet casinos, poker and sports betting) for real money?

Source: Ipsos-Reid 2011 Emerging Markets Study

Likelihood of following lottery through social networking

Not likely; 60%Neutral; 18%

Likely; 22%

Source: Ipsos Reid 2011 Emerging Markets Study

Reasons for not gambling on Internet

Morally opposed to gambling

Not regulated

Afraid of addiction

Legal trouble

Rather play in person

Concerned about professional/sharks

Don't like downloading

Not interested

Can't afford

Security concerns

Concerned about website

16%

26%

31%

32%

39%

46%

52%

59%

60%

66%

68%

Source: Ipsos-Reid Emerging Markets Study

• Games more likely to be played by younger adults than older adults– Bingo– Card games– Sports pools– Fantasy sports– Pulltabs

• Games less likely to be played by younger adults than older adults– Lottery– Raffles

• No difference– Casinos– Racing