for Colorado Lottery by Simon Jaworski

Colorado Lottery Tracking Study

The Hispanic & Non-Hispanic Market

Differentials May 2011 (W1)

for Colorado Lottery

bySimon Jaworski

2

CO Lottery Tracking Study: Hispanic v Non-Hispanic Content

PAGE

KEY FINDINGS & RECOMMENDATIONS 3 – 5

SECOND CHANCE DRAWING, SOCIAL MEDIA & MAIN LOTTERY BENEFITS 6

– 9

LOTTERY PLAYERSHIP 10 – 18

SCRATCH GAMES 19 – 24

MULTI-STATE JACKPOT GAMES – POWERBALL & MEGA MILLIONS 25 – 35

LOTTO 36 – 38

MILLIONAIRE RAFFLE 39 – 40

KEY LOTTERY DYNAMICS: PLAYER TYPE, DAY PLAYED, 41 –

44

3

Key Findings (1)

Hispanics engage with Social Media more than non-Hispanics, specifically YouTube, Twitter and Yahoo, (although Hispanics also skew younger).

Hispanic respondents have greater playership numbers than non-Hispanics across all games, significantly greater in Scratch, Powerball, Lotto, Mega Millions and MatchPlay.

Hispanic respondents also express their plans to purchase CO Lottery games in the future more strongly than non-Hispanics.

Hispanic respondents are significantly more likely to purchase CO Lottery tickets at convenience stores than non-Hispanics.

Hispanic respondents are more significantly more likely to purchase CO Lottery tickets during the mid-week period (Tuesday - Thursday), especially Wednesday.

4

Key Findings (2)

Reported average monthly spend on Scratch Tickets is significantly higher for Hispanics ($30) than non-Hispanics ($18).

Hispanics were more likely to be driven to purchase Scratch Games tickets by a ‘lucky’ feeling, than any other factor, significantly higher than non-Hispanics.

Hispanics are significantly more likely to participate in the Scratch Game Second Chance Drawing, than non-Hispanics.

Hispanics are more driven to play Powerball when jackpots are higher, and are also significantly more likely to increase their spend as jackpots increase.

Hispanic respondents were more likely to state their ‘preference for Powerball’ as a key driver for deciding not to purchase Mega Millions.

Hispanics (55%) express a greater likelihood to purchase (Top 2 Box % Definitely/Probably buy) Bonus Millionaire Raffle than non-Hispanics (37%).

5

Recommendations

1. Hispanic players love the Colorado Lottery. They are heavier Scratch Game players, they play at convenience stores and more heavily in mid-week, but are their needs being met? Are there specific Scratch Games and Ad campaigns directed at this market? Is there enough point-of-sale materials in Spanish language in convenience stores.

2. ‘Feeling lucky’ is a large component of Hispanic’s Scratch game purchase ideals, and should be used as a theme in either advertising or point of purchase material, in Spanish.

3. The Scratch game second chance drawing should also have a Spanish ad campaign as Hispanics are more likely to take part in the drawing.

4. There is also an opportunity with the Bonus Millionaire Raffle, to attract more Hispanics to play.

5. Hispanics appear not to have fully embraced Mega Millions, with a lack of understanding/preference for Powerball currently preventing some players from trying the game.

6. Hispanics claim to play more as Powerball jackpots increase. The Lottery should ensure that awareness of higher jackpots reaches all demographics within the state of Colorado effectively. There is potential for effective use of Social Media with a younger Hispanic market.

6

Second Chance Drawing,Social Media &

Main Lottery Benefits

7

Second Chance Drawing

Hispanics are significantly more likely to participate in the Scratch Game Second Chance Drawing.

Capital letters indicate a significant difference across player groups at the 95% confidence levelQ5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing

Scratch tickets for an opportunity to still win prizes from a separate drawing?Q6. Are you likely to participate in a Colorado Lottery Second Chance Drawing?

0%

20%

40%

60%

80%

100%

2% 2%

51% 49%

46% 49%YesNoDon't know

Hispanic(n=125)

Awareness ofSecond Chance Drawing

Likely to Participate in Second Chance Drawing

Non-Hispanic(n=471)

0%

20%

40%

60%

80%

100%

12% 16%

26%42%

62%42%

YesNoDon't know

Hispanic(n=125)

Non-Hispanic(n=471)

C

8

Social Media Websites Used

Hispanics engage with Social Media more than Non-Hispanics Significantly more in the Yahoo, YouTube and Twitter channels

0% 20% 40% 60% 80% 100%

58%

35%

36%

15%

14%

15%

7%

9%

22%

55%

25%

22%

13%

8%

7%

9%

6%

28%

Non-Hispanic(n=471)Hispanic(n=125)

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ7. Which of the following Social Media websites do you actively use (or visit frequently)?

Facebook

Yahoo

YouTube

MSN

My Space

Twitter

LinkedIn

Google-Talk

Do not follow / visit Social Media websites

C

C

C

C

9

0%

20%

40%

60%

80%

100%

37%26%

6% 4%

21% 18%

37%

14% 11% 9%

26%

11%

Hispanic Non-Hispanic

Main Benefits of CO Lottery for the Residents of CO

While many of the benefits numbers are similar for each group, Hispanics are more likely to see the benefit of the CO Lottery in terms of the financial windfall an individual winner receives

Hispanics also express greater uncertainty about this topic

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ11. When you think about the Colorado Lottery, what are the main benefits for the residents of Colorado that come to mind?

(n=125)

Funding for/ maintenance

of parks & recreation, open space, outdoor

projects

Money/Chance to win money/ get rich/Win

money to help finances

Money goes toward

education/ schools

Money for state/Colorado/ state projects/ government

Other Don't know

(n=471)

CC

b b

10

Lottery Playership

11

CO Lottery Games - PlayershipAmong Ever Played Colorado Lottery Hispanic respondents have greater playership numbers than Non-

Hispanics across all games Significantly greater in Scratch, Powerball, Lotto, Mega Millions and MatchPlay

Yes78%

No22%

Don't know1%

*Base=Respondents who have ever played CO lottery gamesLower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ13. Have you ever played any of [these] Colorado Lottery games?Q14. Which Colorado Lottery games have you ever played?

(n=596)

Games Played EverEver Played CO Lottery Games

0% 20% 40% 60% 80% 100%

85%

88%

78%

49%

38%

21%

13%

0%

75%

72%

64%

40%

30%

12%

9%

0%

Non-Hispanic(n=371)*Hispanic(n=91)*

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

c

c

C

C

C

12

Games Played In …TOTAL MARKET Hispanics have generally higher playership across all games and time

periods and are significantly more likely than Non-Hispanics to have played any game in the past week with the exception of Raffle Tickets

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

0% 20% 40% 60% 80% 100%

68%

56%

53%

44%

31%

22%

13%

6%

32%

69%

46%

45%

35%

28%

16%

7%

5%

31%

Total Lottery Playership

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

… Past Year

0% 20% 40% 60% 80% 100%

60%

42%

41%

34%

24%

14%

11%

4%

40%

52%

27%

31%

22%

17%

8%

4%

2%

48%

… Past Month

0% 20% 40% 60% 80% 100%

48%

30%

28%

24%

16%

10%

9%

0%

52%

34%

15%

19%

13%

8%

5%

3%

1%

66%

… Past Week

Hispanic (n=125) Non- Hispanic (n=471)

C C

C

C

C

C

C

C

C

C

C

C

B

c

c

c

c

13

0% 20% 40% 60% 80% 100%

93%

77%

73%

60%

43%

30%

18%

8%

7%

88%

59%

58%

45%

35%

21%

9%

7%

12%

Non-Hispanic (n=369)*

Hispanic (n=91)*

C

Games Played In …Among Players within each time period When viewing CO Lottery players only, the higher Hispanic playership

percentages are even more apparent (and statistically significant)

*Base=Respondents who have played CO lottery games ever /past year/monthLower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

Total Lottery Playership

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

… Past Year

0% 20% 40% 60% 80% 100%

88%

62%

60%

49%

35%

20%

16%

6%

12%

75%

40%

45%

31%

24%

12%

6%

3%

25%


Hispanic (n=85)*

… Past Month

0% 20% 40% 60% 80% 100%

80%

49%

47%

40%

27%

17%

15%

0%

20%

66%

30%

36%

26%

16%

10%

5%

3%

34%

Non-Hispan-ics (n=242)*Hispanics (n=75)*

… Past Week

C

B

C

C

c

C

C

C

c

C

C

B

C

C

C

c

C

C

C

14

Outlets Where CO Lottery Tickets Purchased RegularlyTOTAL MARKET Hispanic respondents are significantly more likely to purchase CO

Lottery tickets at convenience stores While Non-Hispanics are more likely to purchase at grocery stores

0% 20% 40% 60% 80% 100%

60%

28%

10%

1%

4%

50%

37%

10%

2%

2%


Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

Convenience Stores

Grocery

Liquor Stores

Restaurant/Bar

Other Outlets

C

b

15

Issues Faced at Lottery Retail Stores

Hispanics respondents are also more likely to experience issues relating to Scratch Games at retail stores

0% 20% 40% 60% 80% 100%

34%

20%

19%

19%

8%

7%

1%

44%

25%

17%

15%

11%

7%

4%

2%

53%


*Base=Respondents who have played CO lottery games in the past yearLower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?

Scratch Games you wanted to play were unavailable

Store clerks/employee had little knowledge about games

Drawing Game terminals were not working

Scratch Game tickets in the dispensers were not visible

Lottery Game instructions were unclear

Incorrect numbers were displayed at location

Other

None of the above

c

c

16

Reasons for Never Playing CO Lottery

Non-Hispanics who have never played CO Lottery are significantly more likely to feel lottery games are not worth the money

Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have never played CO lotteryQ21. Why have you never played the lottery?

Hispanic Non-Hispanic(n=34)* (n=101)*

I don’t think I’ll ever win 47% 39%Poor odds/hard to win 32% 40%It’s a waste of money 26% 39%I don’t have the money 32% 36%I am spending money on other things 41% 31%I have no interest/I’ve lost interest 24% 31%It’s not worth the money 9% 29%It’s not convenient for me 15% 15%There are not enough winners 18% 13%Personally opposed 15% 11%It’s hard to find out winning numbers 9% 10%I forget to play 12% 8%The Lottery is confusing/hard to play 9% 9%The money from the lottery not going where it’s supposed to 12% 7%It’s not fun/entertaining/interesting 9% 8%The prizes are too small 3% 7%Going to casinos 0% 5%Other 12% 6%No reason 3% 5%

B

17

Key Reasons Why Play Lottery

Hispanic respondents are significantly more likely to be motivated to play CO Lottery games to win some money, to try a new game and to join co-workers in an office pool

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played lottery in past yearQ22. Which of the following are key reasons why you play the Lottery?


To win some money 88% 80%For entertainment or fun 59% 57%As a chance to fulfill my dreams 53% 46%The money goes to good cause 34% 30%It adds excitement to my life 27% 25%There are always new games to play 21% 13%My family or friends play 15% 14%I have heard of local winners 18% 12%I play in office pool at work 8% 4%Other 1% 2%No reason 2% 1%Don't know 1% 0%

c

c

c

c

18

Mean Rating: 4.07 3.83

Likelihood to Purchase CO Games in the Future

Hispanic respondents also express their plans to purchase CO Lottery games in the future more strongly than Non-Hispanics.

Hispanic(n=125)

Non-Hispanic(n=471)

0%

20%

40%

60%

80%

100%

5% 8%10% 9%13% 16%

19%24%

54% 42%Definitely Purchase

Probably Purchase

Might or Might Not Purchase

Probably Not Purchase

Definitely Not Purchase

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?

Top 2 Box: 73% 66%

C

c

19

Scratch Games

20

How Often Play Scratch Games

80% of Hispanic scratch players have played within the past month.

Past week47%

Past month33%

Past year20%

Don't know1%

Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ24. How often do you play Scratch games? Would you say you play?

Hispanic(n=70)*

Non-Hispanic(n=217)*

Past week25%

Past month38%

Past year37%

Don't know1%

C

21

$1 $2 $3 $5 $10 $20 0%

20%

40%

60%

80%

100%

43% 33% 21% 13% 6% 4%

36%40%

33%33%

20%13%

13% 13%17% 27%

20%16%

9% 14%29% 27%

54% 67%

Never

Every Year

Every Month

Every weekC

Hispanic (n=70)*

How Often Purchase Scratch Game Tickets

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ25. Which of the following best describes how often you purchase each of the following prices of Scratch Game tickets?

$1 $2 $3 $5 $10 $20 0%

20%

40%

60%

80%

100%

24% 13% 11% 9% 3% 2%

36%37%

24% 25%9% 8%

29%25%

25% 28%

23% 16%

10% 25%41% 38%

65% 74%

Never

Every Year

Every Month

Every week

bB

Bb b


CC C

Hispanics are more frequent purchasers of lower and higher price point Scratch tickets

22

Amount Spent on Scratch Games…

Hispanic respondents were more likely to have spent more than $10 the last time they played Scratch Games and also more likely to spend more than $20 in a typical month

The typical month mean spend for Hispanics was $30!

Hispanic(n=70)

Non-Hispanic(n=217)

0%

20%

40%

60%

80%

100%

49%62%

23%19%

19% 10%10% 9%

$21+

$11 - $20

$6 - $10

$1 - $5

…Last Time Played …in Typical Month

Hispanic(n=70)

Non-Hispanic(n=217)

0%

20%

40%

60%

80%

100%

28%46%

13%

19%23%

17%11%4%

6%6%19% 8%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ26. How much did you spend the last time you played Scratch games?Q27. Approximately how much do you spend on Scratch Games in a typical month?

Mean: $12 $10 Mean: $30 $18

c

b

C

C

C

B

23

0% 20% 40% 60% 80% 100%

76%

64%

77%

29%

26%

13%

72%

60%

54%

28%

20%

9%


Importance When Deciding to Buy Scratch Games

Hispanics were more likely to be driven to purchase Scratch Games tickets by a lucky feeling

Note: Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been

important to you in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.

I had spare money

I saw the scratch tickets

I felt lucky

I saw a lottery sign

I remembered the advertising

The sales clerk

mentioned it

Reasons for Deciding to Buy Scratch Games

C

24

Prize Amount that is a Winning Experience for Scratch Games

Hispanic respondents are more likely to view prizes of more than $100 as a “winning experience”

Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ32. When you play Scratch games, what prize amount do you have to win before you feel like you have had a winning

experience?

Hispanic(n=70)*


0%

20%

40%

60%

80%

100%

14% 8%

10% 30%16%

17%10%

14%26%

17%24% 13% $100+

$51-$99$21-$50$11-$20$6-$10$1-$5Don't Know

$ Prize Amount that is a ‘Winning Experience

B

C

25

Multi-State GamesPowerball

26

How Often Play Powerball

Hispanic Powerball players play the game more frequently than Non-Hispanics

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played Powerball in the past yearQ33. How often do you play Powerball? Would you say you play?

Past week41%

Past month33%

Past year24%

Don't know2%

Hispanic(n=66)*


Past week33%

Past month31%

Past year36%

Don't know1%

b

27

Amount Spent on Powerball…

Non-Hispanics are more likely to have spent less than $5 on Powerball the last time they played, as well as being more like to spend less than $5 on Powerball in a typical month

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played Powerball in the past yearQ34. How much did you spend the last time you played Powerball?Q35. Approximately how much do you spend on Powerball in a typical month?

Hispanic(n=66)*


0%

20%

40%

60%

80%

100%

62%74%

23%16%

11% 8%5% 2%

$21+

$11 - $20

$6 - $10

$1 - $5


Hispanic(n=66)*


0%

20%

40%

60%

80%

100%

34%50%

26%19%

27% 17%5% 5%6% 5%3% 4%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

Mean: $8 $8 Mean: $14 $15

b

b

c

28

0% 20% 40% 60% 80% 100%

85%

70%

55%

41%

41%

29%

8%

84%

59%

47%

31%

28%

16%

10%


Importance When Deciding to Buy Powerball

Lottery signs and other advertising were more important to Hispanic respondents when deciding to buy Powerball tickets

Note: Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ36. Please think about the last time you bought Powerball. Which, if any, of the following reasons was important or not

important in deciding to buy Powerball?

The Jackpot was high

I had spare money

I felt lucky

I saw the Powerball tickets

I saw a lottery sign

I remembered the advertising

The sales clerk mentioned it

Importance When Buying Powerball

C

C

29

At What Jackpot Amount Do You Begin Playing Powerball

Hispanic Powerball players are more likely to be influenced to play by higher jackpot sizes than Non-Hispanics.

Hispanic(n=66)*


0%

20%

40%

60%

80%

100%

12% 10%

41% 44%

18% 18%8% 11%5% 4%6%

10%11%3%

$150+ Million

$100-$149 Million

$51-$99 Million

$31-$50 Million

$20-$30 Million

Series2

Don't know

Note: Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ37. At what jackpot amount do you begin playing Powerball?

Size of Jackpot doesn’t matter

Mean Amount: $80M $59MC

C

30

Yes56%

No42%

Don't know2%

Jackpot Amount Spent

Hispanics are more likely to spend more on Powerball when jackpot sizes increase

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ38. Do you typically spend more on Powerball tickets as the jackpot grows?

Do you typically spend more onPowerball tickets as the jackpot grows?

Yes38%

No58%

Don't know3%

Hispanic(n=66)*


C

31

Multi-State GamesMega Millions

32

How Often Play Mega Millions

Hispanic Mega Millions players play more frequently than Non-Hispanics

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Mega Millions in the past yearQ46. How often do you play Mega Millions? Would you say you play?

Past week38%

Past month33%

Past year21%

Don't know8%

Hispanic(n=39)*


Past week24%

Past month35%

Past year38%

Don't know2%

Bc

33

Amount Spent on Mega Millions…

Hispanics are more likely to have spent more than $5 the last time they played Mega Millions and more likely to spend more than $5 on the game in a typical month

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Mega Millions in the past yearQ47. How much did you spend the last time you played Mega Millions?Q48. Approximately how much do you spend on Mega Millions in a typical month?

Hispanic(n=39)*


0%

20%

40%

60%

80%

100%

64% 74%

28% 14%

5% 6%3% 6%

$21+

$11 - $20

$6 - $10

$1 - $5


Hispanic(n=39)*


0%

20%

40%

60%

80%

100%

33%54%

33%20%

21% 12%5% 4%8% 5%5% 50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

Mean: $7 $7 Mean: $18 $15

C

B

c

34

Mega Millions New Money Spent

Hispanics are more likely than Non-Hispanics to have increased incremental spend of more than $2 on Mega Millions

Hispanic(n=39)*


0%

20%

40%

60%

80%

100%

21%

45%

44%

28%

21% 12%3% 2%

13% 15% $20+

$11 - $19

$6 - $10

$2 - $5

$0 - $1

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Mega Millions in the past yearQ49. Of the money you spend on MEGA MILLIONS, about how much in a given week is "new money", that is, money you were

not spending on the lottery prior to MEGA MILLIONS being offered in Colorado?

Mean Spend : $9 $9

c

B

35

Reason for Not Buying Mega Millions Ticket

Hispanic respondents were more likely to state their preference for Powerball as a key driver for deciding not to purchase Mega Millions

Hispanics’ pessimism about prospects of winning also was significant

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played Powerball and not played Mega Millions in the past yearQ51. In the PAST YEAR, you said you have played Colorado Lottery’s Powerball game, but not the Mega Millions game. Both

games are very similar, being National Jackpot drawing games, so what is the main reason you have not bought a Mega Millions ticket?


Not aware of/Familiar with the game 25% 27%Poor odds/hard to win 14% 9%Prefer Powerball/Used to playing Powerball 14% 5%Have not thought/Don't think about playing it 0% 7%I don’t have the money 0% 6%I don’t think I’ll ever win 7% 1%Powerball has a higher payout 4% 2%Just haven’t tried Mega Millions yet 0% 3%Familiar with Powerball 4% 1%I play/Prefer to play other Colorado lottery games (game unspecified) 0% 2%Don't like Mega Millions 4% 0%Other 14% 16%No reason 4% 9%Don’t Know 11% 11%

c

c

c

36

Lotto

37

Hispanics play Lotto more frequently than Non-Hispanics

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played LOTTO in the past yearQ43. How often do you play LOTTO? Would you say you play?

Past week51%Past

month33%

Past year16%

Hispanic(n=55)*


Past week37%

Past month26%

Past year36%

Don't know2%

Bc

How Often Play Lotto

38

Amount Spent on LOTTO…

Hispanic respondents on average spent significantly more than Non-Hispanics the last time they played

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played LOTTO in the past yearQ44. How much did you spend the last time you played LOTTO tickets?Q45. Approximately how much do you spend on LOTTO in a typical month?

Hispanic(n=55)*


0%

20%

40%

60%

80%

100%

69% 75%

15%17%

11% 4%5% 4%$21+

$11 - $20

$6 - $10

$1 - $5


Hispanic(n=55)*


0%

20%

40%

60%

80%

100%

33%51%

22%

17%22%

17%13% 5%5% 6%5% 5%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

Mean: $16 $6 Mean: $18 $17

c

B

C

c

39

Millionaire Raffle

40

Likelihood to Purchase Bonus Millionaire Raffle

Hispanics express a greater likelihood to purchase Bonus Millionaire Raffle.

Hispanic(n=91)*


0%

20%

40%

60%

80%

100%

4% 4%11% 17%

30%42%

27%

22%27%

15%Definitely Purchase

Probably Purchase

Might or Might Not Purchase

Probably Not Purchase

Definitely Not Purchase

Capital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have ever played CO lottery gamesQ57. How likely are you to purchase a Bonus Millionaire Raffle game from the Colorado Lottery between April and July 2011?


Top 2 Box: 55% 37%C

C

C

B

41

Key Lottery Dynamics

42

Days of the Week Typically Buy Lottery Tickets

Hispanic respondents are more likely to purchase CO Lottery tickets during the mid-week period (Tuesday, Wednesday and Thursday)

0% 20% 40% 60% 80% 100%

29%

39%

58%

28%

55%

54%

20%

22%

29%

38%

19%

47%

45%

13%


Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played games in the past yearQ61. On which days of the week do you typically buy Lottery tickets?

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

C

c

c

43

Lottery Statements – Agree – Top 2 Box %

Hispanic respondents are significantly more likely to feel that gas prices and hearing about local winners impact their lottery purchase behavior

Non-Hispanics are less likely to increase spend in the future

Lower case letters indicate a significant difference across player groups at the 90% confidence levelCapital letters indicate a significant difference across player groups at the 95% confidence levelQ63. On a 1 to 5 scale, where 5 is Strongly Agree and 1 is Strongly Disagree, please rate how much you agree or disagree with

each of the following Lottery statements…

It is unlikely that I will increase my spend on the Lottery in the future.

The Lottery has been an overall benefit to the state of Colorado.

The Colorado Lottery has been run honestly.

The price of gas has directly lowered my spend on the Colorado Lottery.

The state of the economy has had a direct effect on my Lottery spending habits.

The lottery is an inexpensive form of entertainment.

I am more likely to play lottery games when I've heard about a local winner.

The chances of winning a prize in the Colorado Lottery are good.

Top 2 Box Scores 5 = Strongly Agree, 4 = Somewhat Agree

1-5 scale

0% 20% 40% 60% 80% 100%

52%

51%

48%

58%

40%

41%

34%

20%

60%

57%

50%

44%

44%

40%

22%

16%


C

C

b

44

Satisfaction with Powerball

Hispanic respondents are significantly more likely to classify themselves as “extremely satisfied” with Powerball

Hispanic(n=66)

Non-Hispanic(n=213)

0%

20%

40%

60%

80%

100%

14% 8%

11% 14%

35% 38%

18% 26%

23% 14%5 - Extremely Satisfied

4

3 2

1 - Not at all Satisfied

Lower case letters indicate a significant difference across player groups at the 90% confidence level*Base=Respondents who have played Powerball in the past yearQ59a. For the following games that you have played in the past year, how satisfied are you with each game you have played?

Please use a scale from 1 to 5 where 5 is Extremely satisfied and 1 is Not at all satisfied.


Top 2 Box: 41% 40%

B

c

Documents

for Colorado Lottery by Simon Jaworski