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GAMBLINGGAMBLING
A bit about what we did
Lottery drawsOnline instant win games
Lottery scratch cardsBingo
Casino gamesSports bettingOther betting
Feb 2015
15 minute online survey via City Story
1000 Metro Urbanites 505 Nat Rep
Topics covered (shown 4 max) Statistically significant
differences between samples are marked
Some base sizes become small for Nat Rep and
aren’t shown
METRO HAS A LARGE POTENTIAL AUDIENCE
48 % bet on sports
(vs. 27%)
23 % bet on non-
sporting events (vs. 5%)
29% play casino
games online or via an app
(vs. 9%)
25% play bingo
online or via an app
(vs. 10%)
34% play digital instant win
games (vs. 11%)
Betting
Urbanites spend more on sports betting
48%of Urbanites do Sports
betting (vs. 27%)
42% bet weekly (vs. 51%)
They spend an average
£78.34 per month
= £29 more than average
The largest bet they place is
£2500 (vs. £2000)
They have similar sports betting preferences
62%outcome
55%winners/losers
35%individual players’
performance (vs. 10%)
35%scores
12% times
2.5 SPORTS BET ON (V.S 2.9)
TYPES OF BETS (1.9 VS. 2.2)
2 TYPES OF THINGS BET ON
76% football 45% horse racing (vs. 62%)
15% tennis11% rugby union
10% golf10% cricket
41% other – an av of 1.9 other types
66% single 41% each-way 39% multiple (vs. 55%)
Websites used – av. 2.0
36% 32%32% 27%19%
Shops used - av. 1.8
56% 50% 35% 27%
They place their bets in similar ways
72% online
52% at betting
shop
21% at ground/
stadium
Why?
34% always use same32% best odds29% offers24% sign-up deals15% advertising (vs. 8%)
Why?
68% convenient27% best odds17% tend to use the same16% offers9% advertising (vs. 1%)
Sports betting adds excitement
Excitement 51% describe it as fun
50% describe it as exciting
27% bet when it’s a big match / event
19% bet when they want to make the game more interesting
Urbanites don’t only bet on sports
Av. 1.9 types of things bet on (vs. 1.5)
56% TV shows45% non-sports events
23% the weather21% the stock market
15% the charts15% babies
11% e-sports
Driven by excitement
22% feel it gives a good adrenalin rush
15% bet when feeling lucky15% bet to make it more
interesting
21%ever place non-
sports bets(vs. 4%)
Tend to place these bets
infrequently
Digital Casino Games
Casino games are popular with Urbanites
17%
Roulette(vs. 4%)
14% Poker
(vs. 4%)
Spend av. of £39.88 per month
= £23.48 more than average
14% Black Jack(vs. 4%)
13% Slots
(vs. 5%)
29% OF METRO URBANITES PLAY CASINO GAMES ONLINE OR VIA AN APP
(V. 9%)
Spend av. of £50.39 per month
= £6.50 more than average Play 2.0
online /app casino games
(vs. 1.8)Tend to play at
least weekly
Excitement 40% play when feeling lucky (vs. 29%) 30% find it fun 19% find it exciting (vs. 9%) 17% like the adrenaline rush (vs. 7%)
Smart boredom 32% need to pass the time 31% to relax 31% when bored
Websites used - av. 3
37% (vs. 17%)
34%
28% (vs. 12%)
25%
20% (vs. 10%)
Reasons for using
41% offers30% sign-up deals28% habit27% best prizes (vs. 14%)27% advertising (vs. 14%)
They find digital casino games exciting
Casino In home
61% play any casino games in a casino
(vs 43 %)
19% play poker or black jack in home
Tend to play at most
monthly
Tend to play infrequently
Social
50% play when with friends/colleagues48% play on special occasions34% play when they want a wild night out
Social
59% play on special occasions49% describe it as sociable
Exciting
26% find it exciting24% find it fun17% like the adrenaline rush
Entertaining
31% find it fun
Digital Bingo
Online Bingo
Websites used
37%
25%
25% (vs. 11%)
23%
23%
Why
43% offers36% sign-up deals31% best prizes
25% play bingo online or through an app
(vs. 10%)
tend to play it
weekly
20%play bingo
online(vs. 9%)
8%through an
app(vs. 2%)
Playing bingo is emotionally rewarding
SMART BOREDOM42% it’s a good
way to relax35% play when
bored30% feel it passes the time (vs. 49%)
FINANCIAL REWARD
31% when feeling lucky
25% when could do with winning
something20% say it is
financially rewardingOnly 13% think you
can win some serious money (vs. 27%)
EXCITEMENT51% describe it as fun
(vs. 69%)36% find it exciting
16% feel it gives them a good adrenaline rush
Digital instant win games
Urbanites are 4x more likely to play instant win games
Types played Av 2.5 different types (vs. 2.0)
56% board games e.g. Monopoly, Battleships etc.54% casual games e.g. Bejewelled, Enchanted
Woods etc. (vs. 36%)50% TV themed games e.g. Deal or No Deal47% Arcade/console-style games (vs. 34%)
36% Sports games e.g. virtual racing (vs. 19%)
Websites used Av 2.9 different sites (vs. 1.7)
52% (31%)
31% (vs. 12%)
28% (vs. 14%)
26% (vs. 7%)
31%play online instant win
games (vs. 8%)
76%pay per play
18%only play free
games
16%pay by
subscription (vs. 3%)
*Onebet per customer. Oddsmayfluctua
te. Correct at timeofprint. Full terms appl
y. 18+. Please gamble responsibly. www.g
ambleaware.co.uk
OFFER AVAILABLE TO NEW AND EXISTING CUSTOMERS
CHAMPIONSHIP
WOLVES vs DERBY
7:45PM, SKY SPORTS 1
10/1 WAS 7/1
WOLVES TO WIN AND
BENIK AFOBE TO SCORE FIRST*
Published by Associated Newspapers Limited, Northcliffe House, London W8 5TT. Printed at Newsprinters (Broxbourne) Ltd, Great Cambridge Road, Waltham Cross, EN8 8DY. No.3813.
©Associated Newspapers Ltd, 2015. Metro® The mark METRO is a registered trade mark of Associated Newspapers Ltd. Recycled paper made up 83.5 per cent of the raw material for UK newspapers in 2013.
Rugby Union: Pages 83-85 »
sixappealColin Murray eyes
the viagra ahead
of the big climax Football: Page 91 »
euromoanKompany admits
City just aren’t in Barca’s league
ROY HODGSON risked a club-verus-country row
over Harry Kane yesterday after revealing the Tot-
tenham striker’s senior call-up does not mean his
days with the Under-21s are in the past.
Kane has been rewarded for his brilliant club form
with a place in Hodgson’s 24-man squad for this
month’s internationals against Lithuania and Italy.
However, Hodgson is still keen for the striker (pic-
tured) to join up with Gareth Southgate’s Under-21s
in the Euro 2015 finals in June.That tournament falls two weeks
after Spurs’ post-season trip to
Australia, with Kane’s club
wary of player burnout.
‘Personally speaking I hope
he plays for our Under-21s,’
said England boss Hodgson.
‘He has been included in this
squad, where we can get to know
him and he can get to know the other first-team na-
tional players. It doesn’t preclude him from going to
play in the summer for the Under-21s.’
England will train at Tottenham’s base next week,
when Hodgson is due to meet Mauricio Pochettino.
Speaking yesterday, the Spurs boss said: ‘Always
we try to find what is best for the player. Always our
relationship was good and I think he [Hodgson] re-
spects me and I have full respect for him.’
kane and ableHarry in for England
but Hodgson insists
striker should still
play for Under-21s
by matthew nash
Hodgson’s video message: Page 86 »
FIFA has confirmed the
2022 World Cup final in
Qatar will be played on
Sunday, December 18.
The climax of the first
winter World Cup will
take place a week before
Christmas – a decision
which should allow
traditional Boxing Day
league matches to take
place in England.
Uefa president Michel
Platini said the decision
was acceptable but
warned Fifa must now
protect four other
international dates that
could be disrupted.
Fifa say the World
Cup will last 28 days
which means 64 matches
– the first on November
21 – played in four fewer
days than usual.
Meanwhile, Fifa’s
executive committee has
chosen France to host
the 2019 women’s World
Cup over South Korea.
Boxing Day not KO’d by Qatar
DisMal Toffees sTuffeD in Kiev
EVERTON’S Ross Barkley reflects after his side were trounced 5-2 away by Dynamo Kiev. They crashed
out of the Europa League 6-4 on aggregate to leave no English clubs left in continential competition.
Ukraine horror-show for Martinez: Page 90 »
picture: reuters
SportSport
METROMetro Sport is popular with readers
44%read sport section- rising to 60% of
men
Sport is the most
stronglyliked
section of Metro
41% read sport without fail
35% read sport first
68% rate credibility
and quality highly
Informative, interesting and
entertaining