Cookies on the Gambling Commission website

The Gambling Commission website uses cookies to make the site work better for you. Some of these cookies are essential to how the site functions and others are optional. Optional cookies help us remember your settings, measure your use of the site and personalise how we communicate with you. Any data collected is anonymised and we do not set optional cookies unless you consent.

Set cookie preferences

You've accepted all cookies. You can change your cookie settings at any time.

Skip to main content


Gambling participation in 2019: behaviour, awareness and attitudes

A report providing an overview of consumer gambling behaviour in Great Britain in 2019

Gambling participation

This appendix provides further explanation of the methodologies used for each section of this report, including sample sizes and margins of error

Gambling participation data is collected on a quarterly basis using a bespoke telephone survey administered by Populus31. The results cover the calendar years 2016 – 2019 and are based on a rolling year average of the four quarters in the year, reducing the effect of seasonal variations in gambling behaviour. Surveys are conducted in March, June, September and December with approximately 1,000 interviews conducted per quarter. Each survey captures past four week gambling behaviour amongst people aged 16+32 in Great Britain.

Telephone survey sample is generated through Random Digit Dialing33 (RDD) of Great Britain phone numbers. The sample is subject to quotas to ensure it is as nationally representative as possible. On introduction respondents are screened to ensure they are 16+ and fit in remaining unfilled quotas.

The quotas are set based on:

  • Age
  • Gender
  • Region
  • Social grade

In addition data are weighted for analysis to ensure all results are representative of the adult population. Weights are set based on the National Readership Survey (a face-to-face random probability sample). The variables used for weighting are:

  • Age
  • Gender
  • Region
  • Social grade
  • Whether they have taken a foreign holiday in the past 3 years
  • Tenure
  • Number of cars in the household
  • Working status

The core content captured in the survey is:

  • Past four week participation in a range of gambling activities
  • Mode of play on individual activities
  • Frequency of play by activity and mode

The full telephone survey questionnaire document is released in conjunction with this report.


31 Until March 2015 the survey was conducted by ICM Unlimited as part of their telephone omnibus survey. Following the cessation of the omnibus, the Commission chose to commission a standalone telephone survey, for which Populus were selected as supplier following a competitive tender process.

32 In March 2016 the sample was broadened to include participants aged 16+

33 Random Digit Dialling (RDD) is a method for sampling of telephone surveys which involves the random generation of telephone numbers. This method is effective in the GB population due to the high rate of telephone ownership and the fact that it allows the sampling of individuals who are ex-directory.

Next section
Problem and at-risk gambling
Is this page useful?
Back to top