Are Lotto players a sure bet for marketers
The main National Lottery ‘Lotto’ game celebrates its 25th anniversary this month and remains the most popular of the range of lottery draws available today. Our TGI consumer data reveals a huge 45% (23.6 million) of British adults (aged 16+) claim to have played it ‘in the last 12 months’, slightly ahead of the 40% who have played EuroMillions.
Nearly 5 million of us play more than once a week
Many of us are avid players, with 8% of adults (four million people) playing more than once a week, representing 17% of all players.
Frequent players tend to be male and older
Men are over a fifth more likely to play Lotto more than once a week – 9% do so compared to 6% of women. These frequent players also tend strongly towards the older end of the age spectrum, with those aged 50 or over 49% more likely than the average adult to play more than once a week.
Gambling more broadly is also attractive to this group
For these hardcore Lotto players, Lotto isn’t the only form of gambling they like to undertake. Indeed, they are 70% more likely than the average adult to have placed a bet in one form or another ‘in the last 12 months’
More likely to agree with more conservative attitudes
The most discriminatory attitudes of the heavy Lotto players reflect their older age profile. They are more likely than the average adult to hold a variety of opinions that might be considered by many conservative or even old fashioned today. For example, they are 23% more likely to agree ‘real men don’t cry’ and 30% more likely to agree ‘skincare products are for women, not men’. They are also 23% more likely to agree ‘computers confuse me, I’ll never get used to them’.
Newspapers and magazines particularly popular media amongst these frequent players
Print media and TV are especially popular with these frequent Lotto players. They are 44% more likely than the average adult to say they enjoy reading newspapers most days and 39% more likely to say they would not change the newspaper they read. They are also 29% more likely to say they cannot resist buying magazines. TV is also popular - they are 23% more likely to say that they rely on TV to keep them informed and 22% more likely to say that watching TV is their favourite pastime.
These preferences are reinforced by their media consumption. TGI consumer data shows that they are 70% more likely than the average adult to be amongst the top fifth of consumers of newspapers or magazines, and 49% more likely to be amongst the top fifth of consumers of TV. But they are less likely than the average adult to be one of the heaviest users of internet. Indeed, buying tickets in-store still trumps playing online. 53% of those who play more than once a week regularly say they buy their ticket in-store, whilst 44% buy online.