Targeting The Next Generation of Gamblers: Ipsos Gaming Emerging Markets Syndicated Study US/Canada...

Targeting The Next Generation of Gamblers: Ipsos Gaming Emerging Markets Syndicated Study

US/Canada ComparisonIGNA – February20, 2013

Quick look at methodology

Review demographics of who we surveyed

Lottery participation and play analysis

Casino & Other Gaming participation

Internet Gaming/Gambling

Technology & the Internet – Key Metrics

Social Networking

2

On Tap for Today

Privileged and confidential © 2012 Ipsos

Methodology

3

Online survey conducted in Canada in proportion to the total Canadian population with respondents between the ages of 18-34.

Ipsos’

Online Consumer Panel Resources

Online Canadians

&Americans

Between 18-34

Online Methodology

Completed Surveys with “Emerging

Market”

United States: 1001Canada: 1001

Who Did We Talk To?What Do They Look Like?

4


Emerging Market Demographic Profile

5

Gender Age Marital Status

Male

Female

18-24

25-29

Single

Married

30-34

50%50%

50%50%

28%29%

29%30%

62%56%

43%41%

29%26%

6%16%

Canada (n=1001)

United States (n=1001) continued…

Domestic Partnership


Emerging Market Demographic Profile continued

6

Education Income Employment

$30-$50K

$50K-70KHigh School or less

Some college or university or technical school

College/University degree or post grad degree

Working full time

Home maker

Working part-time Full time student

Self-employed

Unemployed

<$30K

$70K +27%18%

34%27%

39%54%

12%33%

14%15%

25%15%

39%17%

33%48%

10%5%

16%8%

18%18%

13%13%

6%4%

Canada (n=1001)United States (n=1001)

Lottery Participation

7

More Canadians than Americans play the lottery

Americans dominate in the Scratch category, and Canadians dominate in the big lotto category• In both countries, general playership increases as we move from 18-24 to 25-29, and

subsequently to 30-34─ Except for Scratch play in Canada

Canadians spend more on lottery

Among Scratch category, Americans dominate $1 price point whereas Canadians dominate $3 price point• Which means Canadians players dominate extended play games

8

Key Findings – Lottery Participation


Incidence of Past Year Lottery Participation

9

Base: All respondents

70%

Canada (n=1001)

Incidence: Played a Lottery Game in the Past Year

60%

United States (n=1001)


Past Year Lottery Participation

10

60%

45%

46%

24%

19%

18%

70%

58%

39%

15%

7%

19%

Canada (n=1001)


Any Game (Net)

Multi-State Game (US)/National Game (Canada)

(Nets)

Instant Scratch Games (Net)

Cash Lotto (Net)

Daily Games (Net)

Pick 6 Lotto (Net)

Base: All respondentsQA1. Which of the following activities have you done in the past year?


Past Year Lottery Participation – By Age

11

54%63%

41%37%

35%46%

Base: All respondentsQA1. Which of the following activities have you done in the past year?

18 to 24

Any Game (Net)


National Game (Net)

United States (n=430)Canada (n=410)

63%74%

46%42%

49%63%

25 to 29

Any Game (Net)


National Game (Net)

67%75%

53%37%

56%67%

30 to 34

Any Game (Net)


National Game (Net)




Proportion of Spending

12

35%

22%

14%

8%

50%

15%

1%

5%Canada (n=1001)


Base: Played any game in the past yearA2. In the past year, about how much money have you spent on the following Lottery games?

Multi-State Game (US)/National Game (Canada)

(Nets)


Daily Games (Net)

Pick 6 Lotto (Net)


44%

21%

12%

13%

10%

38%

21%

16%

16%

10%

Canada (n=1001)


Amount of Money Spent on Any Lottery Game in the Past Year

13

Base: Spent money on lottery game in the past year QA2. In the past year, about how much money have you spent on the following Lottery Games?

$1 - $49

$50 - $100

$101 - $200

$201 - $500

$501 +

Median Past Year Spend:United States : $55 Canada: $76


39%

24%

8%

17%

5%

11%

25%

30%

18%

3%

Canada (n=1001)


Price Point Purchased Most Often – Scratch Games

14

Base: Played Instant tickets in the past yearQA6. Which price of Instant Scratch Games would you say that you purchased most often?

$1

$2

$3

$5

$10


Extended vs. Quick Play Preference

15

Base: Played Instant tickets in the past yearQA6B. Please indicate which type of Instant Scratch Games you prefer to play.

Extended Play

Quick Play

Definitions:

“Extended Play” – Games that take longer to

play such as Bingo or Crossword

“Quick Play” – Games that are quick to play such as matching

symbols

30%

70%

63%

37%


Casino and Other Gaming Participation

16

Among non-Casino games, more Canadians buy raffle types games, but more Americans play bingo

Casino visitation to Vegas/Atlantic City much higher among Americans, whereas casino visitation to in-state/in-province higher in Canada• At the casino, one key difference is Video Poker more popular among Americans• Americans outspend Canadians at Casino both in gaming and non-gaming activities

─ Function of slot and table game denomination on gaming side

More Americans boast having a casino loyalty card

Among non-casino visitors, Americans seems more receptive to various incentives for visiting

17

Key Findings – Casino and Other Gaming Participation


Other Gaming Participation

18

On Raffles or 50/50 draws

Playing bingo

Card games such as poker or Hold'em Poker outside of a

casino or card club (played in-person, not on the Internet)

On sports pools such as at the office or bar

Playing in Fantasy Sports Pools

Pull-tabs or breakopens

Betting on live horse or dog racing at the track

Betting on live horse or dog racing at an off track betting

establishment

Purchased Lottery tickets for real money on the Internet

% Participated

Base: All respondentsQB1. Overall in the past year, on how many separate occasions did you participate in the following?

28%

30%

26%

21%

20%

15%

12%

11%

11%

40%

22%

22%

17%

16%

14%

9%

7%

7%

Canada (n=1001)



Visits to Casinos – Past 3 Years

19

Any Casino (Net)

A casino in Nevada (such as Las Vegas) or Atlantic City

A land-based Casino in your state or province (if available)

A land-based Casino out of your state or province

A resort Casino (where you might go for a wknd or as part of a vacation) in

your state or province (if available)

A resort Casino out of your state or province (where you might go for a

wknd or as part of a vacation) - from Las Vegas or Atlantic City

A riverboat or dockside Casino in your state or province (if available)

A racetrack Casino in your state or province (if available)

A riverboat or dockside Casino out of your state or province

A racetrack Casino out of your state or province

Base: All respondentsC1. Please indicate if you have been to any of the following types of casinos in the past three years.

% Yes

52%

29%

27%

18%

13%

11%

11%

9%

9%

6%

56%

17%

45%

13%

6%

7%

4%

12%

4%

3%

Canada (n=1001)



Participation in Non-Gaming Activities at Casino

20

72%

47%

33%

33%

16%

16%

14%

6%

27%

25%

13%

58%

31%

27%

27%

12%

11%

14%

6%

18%

15%

6%


Base: Visited casinos in the Past 3 Years C7. Thinking about your visits to casinos, please indicate the activities that you typically participate in when you go to the casino. You may not participate in all of these activities each time you visit a casino but try to think of a typical visit and answer accordingly.

Any Non-Gaming Activity (Net)

Dined at a casual restaurant

Visited a casino bar

Any Entertainment (Subnet)

Attended special events like concerts

Watched live entertainment at a lounge

Saw a headline show

Attended special events like boxing and UFC

Dined at a fine dining restaurant

Visited a nightclub

Took part in promotional events


Last Visit Spending on Casino Activities

21

Base: Spent money on a casino game/ casino entertainmentC8/C9. During your last visit to any type of Casino, in total, approximately how much money would you say you have wagered on all gambling a activities combined, such as slots, table games, track betting, sports books, etc.? During your last visit to any type of Casino, approximately how

much money did you spend on non-gambling activities such as watching live entertainment, dining at casino restaurants, attending events, visiting the casino bar/nightclubs, etc....?

Base: Visited casinos in the Past 3 Years (n=483)

Mean Spending on all Casino Games

Mean Spending on Casino Entertainment

United States: $253.60Canada: $136.30

United States: $160.20Canada: $108.80


Slot Denomination Participation

22

59%

43%

43%

36%

45%

28%

21%

20%

17%

35%

24%

25%

19%

40%

14%

5%

3%

1%

Canada (n=370)


% All/Most of the time

Penny

2¢

5¢

10¢

25¢

$1

$2

$5

Greater than $5

Base: Played slots (n=370)C7A. How often do you play the following denominations of slot machines when you visit the casino?


Table Game Denomination Participation

23

63%

47%

28%

27%

25%

20%

18%

14%

52%

24%

15%

22%

11%

7%

6%

4%

Canada (n=224)


% All/Most of the time

$5

$10

$15

$20

$25

$50

$100

$500+

Base: Played table games at the casino (n=224)C7B. When you play table games at the casino, how often do you play the following denominations?


41%

27%

Casino Loyalty Cards

24

Base: Visited casinos in the Past 3 YearsC10. Do you currently own a play loyalty card to a Casino (any Casino)?


Canada (n=564)

Ownership of Loyalty Cards

% Yes

CanadaLoyalty Cards Held

(mentions of 5% or greater)

Points/players/VIP card (unspecified)

Casino Rama

Niagara Casino

Fallsview

BC Gold Encore

Montreal Casino

9%

9%

9%

8%

7%

5% 2012 (n=154)

Base: Currently own a play loyalty card to a CasinoC11. What loyalty card or cards do you currently have?

United StatesLoyalty Cards Held

(mentions of 3% or greater)Points/players/VIP card (unspecified)

MGM Grand

Harrahs

Total rewards

Ameristar

Mohegan Sun

A lot/many (unspecified)

Trump

2012 (n=214)

Internet Gaming

25

Internet gambling penetration similar in both countries, but for fun play higher in the U.S.• Somewhat more Americans played for fun first (83%) than Canadians (75%)

Canadians slightly more loyal to one site only

Pokerstars dominant site in both countries

Americans spend more in typical session

Some key differences in payment solutions used

Americans more likely than Canadians to try gambling online if offered by local lottery or name brand casinos

26

Key Findings – Internet Gaming


Internet Gaming Participation

27B4a. Overall in the past year, have you played any of the

following games on the Internet for money?


Any game (Net)

Played skill games and card games

Played games online through your mobile device

Played Poker

Played slot machines or spinning wheel games

Played Bingo against other players or versus a computer

Played Blackjack

Entered fantasy sports pools

Entered sports pools

Wagering on the outcome of events (such as the outcome of

elections or reality shows)

Played Roulette or Craps

Placed sports wagers or bet on sports outcomes

Played games like Caribbean Stud or Pai Gow

Bet on horse or dog racing

For Fun For Money

34%

31%

27%

19%

19%

17%

16%

9%

6%

6%

6%

5%

4%

3%

25%

28%

18%

15%

11%

9%

9%

8%

7%

6%

5%

4%

2%

2%

Canada (n=1001)


13%

5%

5%

8%

6%

5%

5%

4%

5%

3%

4%

3%

2%

3%

10%

3%

2%

6%

4%

2%

4%

4%

4%

2%

3%

4%

1%

2%

B4. Overall in the past year, have you played any of the following games on the Internet for fun without betting money?



Played Internet Games for “Fun” Before “Real Money”

28

Yes

No

Base: Played games online for moneyQB7. Earlier you indicated you had spent real money playing games on the Internet. Did you play Internet games for 'fun' before you started

playing for real money?

83%

17%

75%

25%Canada (n=182)



51%

34%

14%

57%

28%

15% Canada (n=182)


Patterns of Internet Gaming for Money

29

Base: Played games online for money QB8. Which of the statements below best describes your patterns of Internet gaming for real money? At any one time...

12%

I exclusively play only one Internet gaming

website for real money

I play at two or three different Internet gaming

websites for real money

I shop around and play a large variety of Internet gaming

websites for real money


43%

18%

15%

11%

5%

6%

2%

53%

20%

12%

4%

3%

7%

1%

Canada (n=182)


Registration with internet Gaming Sites

30

Base: Played games online for moneyB9. How many Internet gaming websites are you registered with?

1

2

3

4

5

6 to 10

11 to 19

Number of Gaming Websites

United States Mean: 2.7

Canada Mean: 2.3


Participation at Internet Gaming Websites

31

Pokerstars

World Series of Poker

Bingo Diamond

Bodog

Sportsbook

Pinnacle

Bet365

Played Past Year Typically Play

26%

20%

19%

16%

14%

13%

11%

25%

7%

10%

8%

8%

4%

7%


Base: Played games online for money B6a. From the list of Internet gambling websites below, please check off which ones you have played over the past year.

Base: Canada: Played games on the internet over the past year United States: Played games on the internet for moneyB6b. From the list of Internet gambling websites below, please check off the one that you typically play at.

18%

12%

13%

10%

5%

5%

5%

27%

3%

8%

7%

5%

4%

4%

Canada (n=138)



Participation at Internet Gaming Websites, continued

32

Bet Victor

ME Bingo

William Hill

Ladbrokes

BetCRIS

Bwinparty

PKR

Played Past Year Typically Play

9%

8%

7%

8%

6%

5%

5%

4%

8%

7%

3%

3%

3%

3%


Base: Played games online for money B6a. From the list of Internet gambling websites below, please check off which ones you have played over the past year.

Base: Canada: Played games on the internet over the past year United States: Played games on the internet for moneyB6b. From the list of Internet gambling websites below, please check off the one that you typically play at.

1%

3%

3%

1%

1%

4%

2%

1%

5%

7%

1%

2%

1%

2%

Canada (n=138)



Internet Gaming Spending

33

Base: Played games online for money (n=182)B6. In the spaces provided, please estimate the total amount of money you wager in a typical gaming session.

AVERAGE spend in a typical gaming

session:United States : $167.60

Canada : $124.90


Method of Depositing Internet Gaming Funds

34

Base: Played games online for moneyB10. How do you typically deposit funds into your internet gaming account?

Pre-paid CardCredit Card

24% 39%


Canada (n=182)

Electronic Payment Solution

47% 37%

12% 7%

Bank Wire/ Money Order

7% 5%

Electronic Funds Transfer

1% 3%

Cheque

2% 2%

Other

8% 8%



Alberta, Saskatchewan, Manitoba and Ontario

lottery players (QB12, n=319)

British Columbia, Quebec, and Atlantic provinces

lottery players (QB12a, n=208)

Base: Not played online for money

B12. 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?

B12. How likely would you be to start gambling if your provincial lottery were to offer Internet Gaming (Internet casinos, poker and sports betting) for real money (AB, SK, MB, ON only)?

Likelihood of Internet Gaming with Lottery

35

16%

8%

4%

14%

10%

9%

70%

83%

88%

B12a. How likely are you to start gambling with your provincial lottery, knowing they offer Internet gaming for real money (BC, QC, ATL only)?

Likely (7,6,5) Neutral (4) Not Likely (3,2,1)



Canada (n=819)

Likelihood of Internet Gaming with Casino

36

15%

5%

13%

8%

72%

87%

Base: Not played for real moneyB13. How likely would you be to start gambling on the Internet for real money if casinos (such as Caesars or MGM) were to offer Internet gaming?

Likely (7,6,5) Neutral (4) Not Likely (3,2,1)


Reasons for not Internet Gaming for Money

37

Concerned about the legitimacy of website

I'm concerned about the security of giving credit

card information

I can't afford it right now

Don't like the idea of having to download

software to play

I am not interested in Internet gaming

Concerned about professional players

or sharks

I like to play these types of games in person

I'm not good enough at gaming

Base: Not played for real moneyB14. We're now going to show you some general reasons why some people have not played games on the Internet for real money. Please

indicate if you agree or disagree with each reason as it applies to you personally using a 7-point scale where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'.

% Agree (5,6,7)

71%

70%

62%

55%

53%

47%

43%

35%

62%

61%

53%

53%

66%

42%

42%

37%

Canada (n=819)


continued…


Reasons for not Internet Gaming for Money continued

38

I'm concerned about getting in trouble with the law

I'm afraid I'll become addicted

Internet gaming (except lottery ticket sales) is not

regulated in Canada or the United States

I don't have a credit card

Spouse/partner would not approve

I am morally opposed to gaming

A friend or relative had a bad experience

Base: Not played for real moneyB14. We're now going to show you some general reasons why some people have not played games on the Internet for real money. Please

indicate if you agree or disagree with each reason as it applies to you personally using a 7-point scale where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'.

% Agree (5,6,7)

32%

31%

28%

27%

26%

18%

15%

19%

30%

23%

17%

22%

24%

13%


Technology and the Internet

39

Functional use of mobile devices has grown at incredible rate in past few years in both countries• In 2012, texting took over ‘calling’ as dominant mode of electronic communication

However, texting activity by Americans nearly doubles that of Canadians• Likely a function of landline vs cellular penetration and cost of communications plans

40

Key Findings – Technology and the Internet


77%

38%

34%

60%

25%

31%

27%

n/a

81%

47%

41%

63%

38%

37%

34%

n/a

78%

55%

51%

62%

50%

41%

35%

n/a

84%

82%

77%

75%

68%

62%

62%

61%

Activities Performed Using Mobile Device

41

Base: Currently using cellular phone/iPhone/Blackberry/AndroidQF4. Thinking about the past six months, please indicate if you have conducted any of the following activities using your

cellular phone, blackberry, or wireless handheld.

Sent or received text messages

Browsed the Internet

Sent or received email

Sent or received photos

Visited social networking sites (such as Facebook

or Twitter)*

Downloaded or played games

Downloaded or listened to music

Download applications (apps) other than games**

continued…

United States Canada

79%

32%

27%

38%

30%

29%

23%

15%

76%

37%

34%

38%

34%

28%

25%

22%

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

84%

79%

75%

68%

68%

57%

48%

58%

2009 (n=870)2010 (n=861)

2011 (n=773)2012 (n=620)

2009 (n=923)2010 (n=780)

2011 (n/a)2012 (n=641)

*Note: Prior to 2012, question was ‘Logged into Hotmail or Facebook accounts’**Note: Prior to 2012, question was ‘Downloaded applications (apps)’


Activities Performed Using Mobile Device, continued

42

Base: Currently using cellular phone/iPhone/Blackberry/AndroidQF4. Thinking about the past six months, please indicate if you have conducted any of the following activities using your

cellular phone, blackberry, or wireless handheld.

continued…


n/a

15%

18%

8%

n/a

8%

2%

4%

n/a

16%

19%

10%

n/a

10%

5%

4%

n/a

n/a

n/a

n/a

n/a

n/a

n/a

n/a

48%

35%

40%

20%

23%

23%

14%

9%

n/a

32%

18%

12%

n/a

10%

6%

6%

n/a

40%

24%

18%

n/a

14%

8%

9%

n/a

37%

26%

14%

10%

13%

10%

4%

53%

51%

40%

32%

25%

23%

22%

13%

Posted photos to a social networking site

Sent or received video or multimedia messages

Downloaded content from the Internet

Downloaded or watched TV/video programs

Called others using an app (eg. Skype)

Entered a contest

Used a mobile issued coupon or ticket

Responded to a mobile promotion

2009 (n=870)2010 (n=861)2011 (n=773)2012 (n=620)

2009 (n=923)2010 (n=780)2011 (n/a)2012 (n=641)


2009 (n=725)

2010 (n=593)

2011 (n/a)

2012 (n=538)

78.7118.5

161.4

Communication Through a Wireless Handheld Device

43

Base: Has sent or received text messagesQF5 . On average, how many text messages would you say that you send in a given week?

Average Number of text messages sent in a given week

2009 (n=666)

2010 (n=696)

2011 (n=606)

2012 (n=518)

129.6155.2

178.4

329.4



Communication Through a Wireless Handheld Device

44

Base: Has cellular phone/Blackberry or iPhone

QF6. Of all the communicating that you use your cellular phone or other wireless handheld device (such as a Blackberry) for,

what percentage of the time would you say that you call someone vs. text message someone vs. email someone

34%

60%

6%

38%

52%

10%

n/a

n/a

n/a

53%

35%

13%

2012 (n=844)2011 (n/a)2010 (n=780)2009 (n=923)

Percent of time spent calling vs. text messaging vs. emailing

Text

Call

Email

36%

57%

7%

43%

49%

8%

45%

45%

10%

52%

37%

11%

2012 (n=814)

2011 (n=773)

2010 (n=861)

2009 (n=870)



Current Telephone Situation

45

Base: All respondentsQF6a. Please select the statement that best describes your current telephone situation.

Landline OnlyCellular Phone

Only

Canada (n=1001)


8%

9%

54%

35%

39%

57%

Have Both a Landline & Cellular Phone

Social Networking

46

Awareness and registration with popular social sites similar in both countries• But some gender differences on penetration with some sites• Frequency of login similar at most sites except for Instagram and Pinterest being slightly

more popular in the U.S.

Slightly more Americans use Social Networking site for communication than email than do Canadians

47

Key Findings – Social Networking


10%

7%

38%

35%

36%

8%

4%

35%

33%

31%

80%

63%

39%

38%

22%

82%

59%

37%

33%

14%


8%

28%

18%

20%

16%

9%

35%

22%

23%

17%

Tracking Social Networking Sites

48

%Registered % Visited % Aware, Not Visited

Total Aware

Base: All respondentsQF9. Please select one response for each of the following social networking sites listed below.

98%

98%

94%

94%

98%

99%

93%

89%

73%

61%


41%

45%

49%

44%

26%

32%

38%

38%

35%

20%

21%

16%

9%

9%

4%

24%

12%

8%

4%

4%


12%

14%

22%

11%

16%

16%

18%

27%

9%

20%

Social Networking Sites

49

% Registered % Visited % Aware, Not Visited

Total Aware


64%

48%

80%

73%

74%

72%

75%

67%

46%

43%


77%

65%

38%

33%

4%

26%

8%

7%

6%

5%

86%

53%

37%

32%

23%

22%

16%

9%

3%

2%

Female (n=501)Male (n=501)

Social Networking Sites – by Gender (2012)

50


% Registered

74%

67%

37%

36%

9%

23%

12%

9%

9%

5%

86%

59%

40%

40%

34%

19%

21%

8%

9%

2%

Female (n=501)Male (n=501)

CanadaUnited States


53%

47%

47%

53%Canada (n=718)


Email Communication vs. Social Networking

51

Base: Send private messages F11A. Of all the communicating that you do through private messaging, what percentage of the time do you use a personal email account vs.

messaging through a social networking site? Please enter the approximate percent of time dedicated to these forms of messaging. The numbers must add to 100%.

SocialNetworking

Email


Quick look at methodology

Review demographics of who we surveyed

Lottery participation and play analysis

Casino & Other Gaming participation

Internet Gaming/Gambling

Technology & the Internet – Key Metrics

Social Networking

52

What Did We Look At Today?

Contact Information

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Contact: Paul Lauzon

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[email protected]

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Targeting The Next Generation of Gamblers: Ipsos Gaming Emerging Markets Syndicated Study US/Canada...

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