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Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

Published
3 October 2024

Last updated
3 October 2024 - Changes

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  1. Contents
  2. Introduction

Introduction

This report details the findings from a comprehensive mixed-methodology study conducted by Yonder Consulting in collaboration with the Gambling Commission (the Commission) as part of their Consumer Voice Research Programme.

The research was designed to delve into various aspects of trust within the gambling industry from a consumer perspective, with the ultimate aim of informing key areas of focus for the Commission to ensure that the gambling industry is fair, transparent, and open in its practices.

Overarching Study Objectives

The primary objective of this study was to explore the key dimensions of consumer trust and develop a more detailed way to measure them over time.

Core research objectives included:

  • to gain a comprehensive understanding of drivers of trust in the gambling industry, identifying the elements of consumers’ experience that hold the most significance to them
  • to highlight the intricate nature of consumer trust, showcasing how it is formed and maintained, and how it influences gambling behaviour within the broader "Path to Play” framework
  • to explore the varied experiences of different consumer sub-groups, focusing on how levels of engagement with gambling can influence trust.

Simultaneously, the study was used to inform the following output objectives for the Commission:

  • to develop new 'Trust' questions to be integrated into the Gambling Survey for Great Britain (GSGB). This includes a transparent explanation of the methodological approach used to select these questions and the composite scoring system designed to quantify levels of trust
  • to outline how the trust metrics will be utilised to feed into future monitoring, enabling the Commission to monitor changes in consumer trust over time, and measure the impact of regulation
  • to offer recommendations on how to repeat and update the trust metrics to ensure they remain relevant and adaptable in response to industry changes and evolving consumer expectations.

This report focuses on key findings relating to the core research objectives. A detailed assessment of the process for how output objectives were achieved will be outlined in a forthcoming technical report.

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