Online Gaming Demographics Shift Slightly Toward Top Income


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Online gambling is not just a game for the rich. A wide range of income demographics are represented in sports betting and online casinos, but the distribution between rich and impoverished players is not always even. Studies in the United States and the United Kingdom confirm this.

In the UK, the poor play online games and slots as often as the rich, according to recent research. The high income, the low income and the middle group are all 3% to 4% likely to play online casino games and slots at least once a month. The British study defines “high incomes” as those who more than twice the national median, and “low incomes” such as those who less than 75% of the median.

In the United States, however, the numbers seem less uniform at first. Here, approximately 26% of those with an annual income of $ 100,000 or more online betting in one form or another. Alone 23% of those who do less than $ 25,000 do the same.

However, the lowest prevalence is found among US iGaming players winning between $ 25,000 and $ 49,999. Alone 19% of this last group is likely to play online.

American and British studies involve different methodologies

It’s important to note, however, that US statistics encompass all forms of online gambling: sports betting, daily fantasy sports, poker, table games, slots, and more. These American figures come from the study entitled National Survey of Gambling Attitudes and Experiences, which to National Council on Problem Gambling (NCPG) released in March.

UK numbers of research published November 26 through YouGov treat online sports betting separately from the casino vertical. This report does not include other products like online poker or DFS at all. Online sports betting, unlike online casinos, has a correlation with income, which may explain the trend in aggregate numbers in the United States.

Lottery games win in both countries

In the United States and the United Kingdom, lottery games attract the most players. In both countries, too, the wealthy are the cohort most likely to buy tickets.

Among Britons who buy Euromillions tickets, approximately 26% are rich, 21% are poor and 23% are in between.

The research titled Gambling habits of high-income Britons States:

“Overall, the transnational lottery is by far the most popular form of gambling in the UK.”

The US study provides percentages in income brackets, rather than a total of bettors. Therefore, 68% of U.S. lottery ticket buyers win $ 100,000 or more can be directly compared to 61% low-income ticket buyers.

Online sports betting in UK comes second in popularity

While the lottery is the most popular game in the UK, online sports betting is a # 2 business.

In the UK, almost twice as many wealthy Britons place sports bets online (12%) like the poor (7%).

YouGov says the rich bet is more – 9% bet at least £ 100 throughout the year – and play more frequently:

“Separate YouGov variables show that the country’s affluent population is more likely to think betting helps them feel more engaged in the sports they love (16% vs. 14% of all UK adults). Spending data shows richest 6% of Britons have deposited at least £ 100 [a month] on online bookmakers, compared to 4% of Britons in general.

NCPG research also allows for comparisons with figures from the UK study. 42% of those who win $ 49,999 or less than a year of sports betting in the United States. Notably, 28% of those who do $ 150,000 or more bet every year on sports in a calendar year.

In the United States, online gambling is more popular among the wealthy

While the British study shows that the British rich play online games and slots as often as the poor, this is not the case in the United States.

US online gaming customers tend to make a lot of money, according to NCPG.

In the USA, 26% of those who earn more than $ 100,000 bet every year online in one form or another. Those with incomes between $ 75,000 To $ 99,999 per year play at about the same rate, at 25%.

The middle income brackets have the lowest rates of online gambling, at 20% for those who win $ 50,000 to $ 74,999, and 19% for those who earn between $ 25,000 and $ 49,999. The rate increases again for the lowest bracket, those who win less than $ 25,000

Sports betting, which includes retail betting, has a similar trend, but is even more popular. In the income demographics of $ 100,000 To $ 149,999 and $ 150,000 and over, 28% of American punters say they bet on sport every year, 2% higher than the online gambling rate of this demographic. (The NCPG study includes one more income bracket for sports betting than online gaming.)

Even so, the revenues of US online casinos far exceed those of online sports betting.

Bets can be smaller online

If UK research shows that online gambling is a great equalizer between the rich and the poor, it may be because the bets can be much smaller than those required at retail casinos.

For example, the Connecticut Lottery Corporation (CLC) skin – PlaySugarHouse Sportsbook – given the average bets $ 45 during the soft launch of the bookmaker in October. Illustrating this online advantage, the most important bet was almost $ 1,800, and the smallest was 10 cents.

However, gambling at retail casinos in the United States increases with income.

According to the NCPG, approximately 49% of survey respondents declaring that they earn $ 150,000 or more play in retail casinos. The rate is 45% among those who do $ 100,000 To $ 149,999.

The figure drops to 28% among the poorest players generating $ 25,000 or less in annual income.

Perhaps online and not land-based casinos provide a more level playing field for players.


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