Poll: Do operators need to increase appeal to young adults?
Recent survey found gambling participation among 18-24 year-olds in Britain had fallen
Great Britain’s Gambling Commission last week published the results of its latest annual survey which found online gambling participation among 18-24 year-olds had fallen for a second successive year.
Although online gambling has never been particularly high among young adults, the results showed the percentage of those betting or gaming online had dropped from 17% in 2013-14 to just 10% in 2015-16.
In contrast, the three age brackets from 25 to 54 had all seen increases in participation, with those in the 45-54 age bracket the most engaged demographic with participation having jumped from 10% to 16%.
The figures suggest the online gambling industry isn’t appealing to the new generation of potential gamblers, with products primarily garnering the attention of the older generation.
Gambling consultant Steve Donoughue last week told EGR ongoing consolidation within the supplier side of the industry may well be having unintended consequences, with a lack of gaming innovation being one.
The growth in eSports and the potential of virtual and augmented reality products could soon redress the balance, although some may argue operators would also need to improve often outdated marketing practices if they are to lure the younger punter.
However, the figures could also reflect movements in the macro economy – with younger people having less disposal income the current contraction in wages growth is likely to disproportionally impact the spending patterns of those in the 18-24 age bracket.
With this in mind, this week’s EGR poll asks whether the industry should be doing more to target the younger demographic, or if the drop in participation among 18-24 year-olds is of little concern with the more affluent older generation a much more lucrative target.
Have your say on the right-hand side of the page.