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Guidance

Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

  1. Contents
  2. Appendix 4 - Quantitative sample profile

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.

Quantitative sample profile
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 3 - Qualitative stimulus
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Appendix 5 - Full list of trust statements tested in quantitative survey 
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