Guidance
Exploring Drivers of Consumer Trust in Gambling
Exploring Drivers of Consumer Trust in Gambling
Appendix 4 - Quantitative sample profile
Survey respondents were recruited to be broadly representative, using a quota-based sampling approach, with 4 key demographics tracked: age, gender, UK region and social grade, to match the known incidence of those who gamble as occurring in the general population using random stratified sampling frames.
| Gender | Percentage | Male | 55% |
|---|---|
| Female | 45% |
| Age | Percentage |
| 18 to 24 | 9% |
| 25 to 34 | 18% |
| 35 to 44 | 20% |
| 45 to 54 | 19% |
| 55 to 64 | 16% |
| 65 and over | 19% |
| Ethnicity | Percentage |
| White | 86% |
| Ethnic minorities | 14% |
| Social Grade | Percentage |
| AB | 39% |
| C1 | 26% |
| C2 | 15% |
| DE | 20% |
| Region | Percentage |
| Scotland | 8% |
| North East | 5% |
| North West | 13% |
| Yorkshire and the Humber | 10% |
| West Midlands | 9% |
| East Midlands | 6% |
| Wales | 5% |
| East of England | 8% |
| London | 16% |
| South East | 11% |
| South West | 8% |
Definitions
Ethnicity
Respondents were asked which description best describes their ethnic group or background and could indicate between white, mixed or multiple ethnic groups, Asian and British Asian, black and black British. For the purpose of this appendix the respondent demographics have been grouped, and the full information is available within the data tables.
Social Grade
Calculated using the National Readership Survey system of demographic classification based on the occupation of the chief earner within the household used by market researchers in the United Kingdom. More information on classifications can be found at Approximated Social Grade data - Office for National Statistics (opens in new tab).
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Appendix 5 - Full list of trust statements tested in quantitative survey
Last updated: 3 October 2024
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