Report
Gambling participation in 2019: behaviour, awareness and attitudes
A report providing an overview of consumer gambling behaviour in Great Britain in 2019
Contents
- Executive summary
- Preface
- Gambling participation
- Problem and at-risk gambling
- Online gambling behaviour
- Consumer analysis
- - Self-exclusion and gambling management tools
- - Information to players
- - Terms and conditions
- - Complaints
- - Social media and advertising
- - Social gaming
- Perceptions and attitudes
- Appendix – methodology
Social media and advertising
The Commission’s online survey also contains questions asked to both gamblers and non-gamblers about wider gambling issues and topics of interest to consumers, including: self-exclusion and gambling management tools, information to players, terms and conditions, complaints, social media & advertising and social gaming. These are asked on a quarterly basis, biannually or annually depending on the nature of the questions.
The online survey has included questions about consumers’ use of social media and the impact of advertising since its inception in March 2015. This data is now collected on a bi-annual basis in surveys running in March and September of each year, with the questions asked to all online gamblers.
Online gamblers are asked whether they follow a gambling company on Facebook, Twitter, YouTube, Snapchat, and Instagram. Overall, 23% of online gamblers followed a gambling company on any of these social media platforms in 2019 (a 3 percentage point decrease from 2018). The most pronounced decreases have been amongst those aged 45-54 (17%; a 6 percentage point decrease from 2018) and 55-64 (7%; an 8 percentage point decrease from 2018).
Figure 36: Proportion of online gamblers following gambling companies on social media by gender and age (Online Tracker; n=1,953)
| Year to December 2015 | Year to December 2016 | Year to December 2017 | Year to December 2018 | Year to December 2019 | |
|---|---|---|---|---|---|
| All respondents | 26% | 32% | 26% | 26% | 23% |
| Males | 24% | 34% | 30% | 28% | 25% |
| Females | 28% | 30% | 22% | 24% | 20% |
| 18 to 24 | 38% | 50% | 44% | 45% | 44% |
| 25 to 34 | 43% | 50% | 41% | 39% | 40% |
| 35 to 44 | 30% | 41% | 34% | 27% | 28% |
| 45 to 54 | 20% | 26% | 19% | 23% | 17% |
| 55 to 64 | 17% | 15% | 12% | 15% | 7% |
| 65 and over | 8% | 6% | 5% | 7% | 5% |
Figure 37 displays the results for each social media platform. During 2018, the list of social network platforms was expanded to cover YouTube23 and Snapchat24.
Facebook remains the most popular social media platform in which online gamblers follow gambling companies, with 17% doing so. This is followed by Twitter (8%), YouTube (6%, a 3 percentage point decrease from 2018), Instagram (5%) and Snapchat (2%).
These figures are consistent with findings from the latest Adult’s Media Use and Attitudes Report25 (Ofcom, 2019) which identifies that whilst Facebook is the most popular social media platform, use has decreased among adult internet users aged 16+ since 2017.
Figure 37: Proportion of online gamblers following gambling companies on social media by platform (Online Tracker; n=1,953)
| Year to December 2015 | Year to December 2016 | Year to December 2017 | Year to December 2018 | Year to December 2019 | |
|---|---|---|---|---|---|
| 20% | 26% | 20% | 19% | 17% | |
| 11% | 15% | 12% | 8% | 8% | |
| YouTube | No data available | No data available | No data available | 9% | 6% |
| 4% | 6% | 4% | 4% | 5% | |
| Snapchat | No data available | No data available | No data available | 3% | 2% |
As Figure 38 shows, Facebook was the most popular social media platform on which to follow a gambling company across both genders and all age groups.
A significant decrease was seen in terms of those following gambling companies on Facebook for those aged 55-64 (6%; a 6 percentage point decrease from 2018) and amongst females (15%; a 3 percentage point decrease from 2018). Additionally, the overall decrease seen in individuals following gambling companies on YouTube is likely to be explained by a significant decrease amongst those aged 18-24 (10%; a 9 percentage point decrease from 2018) and males (7%; a 4 percentage point decrease from 2018). There have been increases in the proportion of individuals aged 25-34 (12%; a 5 percentage point decrease from 2018) and females (6%; a 2 percentage point increase) following gambling companies on Instagram.
Figure 38: Following gambling companies on social media by platform, gender and age (Online Tracker; n=1,953)
| YouTube | Snapchat | ||||
|---|---|---|---|---|---|
| All respondents | 6% | 5% | 2% | 8% | 17% |
| Males | 7% | 4% | 2% | 11% | 19% |
| Females | 5% | 6% | 3% | 6% | 15% |
| 18 to 24 | 10% | 14% | 8% | 16% | 26% |
| 25 to 34 | 13% | 12% | 6% | 13% | 31% |
| 35 to 44 | 7% | 4% | 2% | 12% | 23% |
| 45 to 54 | 5% | 2% | 1% | 7% | 13% |
| 55 to 64 | 2% | 0% | 0% | 2% | 6% |
| 65 and over | 1% | 0% | 0% | 1% | 4% |
Respondents of the online survey were asked about advertisements26 and sponsorships27 to help understand people’s awareness of gambling related media. Figure 39 shows that overall, 86% of respondents have ever seen any gambling advertisements and 82% have ever seen any gambling sponsorships. This equates to 87% of respondents who have ever seen any gambling advertisements or gambling sponsorships. These levels of awareness are consistent with those seen in 2018.
Figure 39: Proportion of respondents who have seen or heard any gambling advertisements, or gambling sponsorships, or both (Online Tracker; n=4,196)
Data from the figure
- 86% - Seen/heard any gambling advertisements
- 82% - Seen/heard any gambling sponsorships
- 87% - Seen/heard any gambling advertisements or sponsorships
Figure 40 shows that across all demographic groups, slightly larger proportions of respondents have seen or heard any gambling advertisements than gambling sponsorships. A higher proportion of men than women have seen gambling advertisements, with 89% of men and 83% of women reporting they have seen or heard gambling advertisements.
A significant decrease in visibility of gambling sponsorships amongst those aged 25-34 (77%; a 5 percentage point decrease from 2018) has been seen.
Figure 40: Seen or heard any gambling advertising and sponsorships by age and gender (Online Tracker; n=4,196)
| Gambling advertisements | Gambling sponsorships | |
|---|---|---|
| All respondents | 86% | 82% |
| Males | 89% | 86% |
| Females | 83% | 78% |
| 18 to 24 | 85% | 80% |
| 25 to 34 | 83% | 77% |
| 35 to 44 | 87% | 83% |
| 45 to 54 | 89% | 85% |
| 55 to 64 | 87% | 84% |
| 65 and over | 84% | 82% |
Figure 41 shows that gambling advertisements were most likely to have been seen on TV, with 78% having ever done so (a 2 percentage point decrease from 2018). This is closely followed by gambling sponsorships on TV or radio (73%), gambling sponsorships on sports merchandise (65%), gambling advertising online (through ‘other websites’) (64%), gambling adverts on posters/billboards (63%), and on social media (59%; a 3 percentage point decrease from 2018). Respondents were least likely to have seen/heard gambling adverts on the radio (45%) and in newspapers (51%; a 3 percentage point decrease from 2018).
Figure 41: Seen or heard any gambling advertising and sponsorships by frequency (Online Tracker; n=4,196)28
| More than once a week | Once a week | A few times a month | Less frequently than a few times a month | Never | Don't know | |
|---|---|---|---|---|---|---|
| Gambling advertisements on the TV | 37% | 13% | 16% | 12% | 11% | 10% |
| Gambling sponsorships on TV or radio | 32% | 13% | 15% | 13% | 14% | 14% |
| Gambling sponsorships on sports merchandise | 20% | 13% | 16% | 16% | 17% | 18% |
| Gambling sponsorships in sports venues | 20% | 13% | 15% | 16% | 19% | 17% |
| Gambling advertisements online - social media | 20% | 11% | 14% | 14% | 25% | 17% |
| Gambling advertisements online - other websites | 19% | 12% | 17% | 16% | 19% | 20% |
| Gambling associations with sporting competitions | 15% | 12% | 18% | 16% | 19% | 20% |
| Gambling advertisements in newspapers | 13% | 10% | 12% | 16% | 27% | 22% |
| Gambling advertisements on posters/billboards | 12% | 11% | 18% | 22% | 20% | 18% |
| Gambling advertisements on the radio | 10% | 8% | 10% | 17% | 35% | 20% |
When looking at the types of advertisements and sponsorships that were seen more frequently i.e. once a week or more, gambling advertisements were most likely to have been seen on television (51%) followed by gambling sponsorships on television or radio (44%).
Since 2018, there have been significant decreases in the proportions of respondents seeing the following at least once a week: gambling advertisements on TV (51%; a 3 percentage point decrease), on social media (30%; a 3 percentage point decrease), other websites (31%; a 3 percentage point decrease), gambling advertisements on posters/billboards (23%; a 3 percentage point decrease) and gambling advertisements in newspapers (23%; a 3 percentage point decrease). There has also been a decrease in sponsorships on TV or radio (44%; a 3 percentage point decrease).
As Figure 42 shows, online gamblers are more likely to have seen or heard all types of gambling advertisements and sponsorships than those who have not gambled online in the past 12 months. Seeing gambling sponsorships on sports merchandise sees the largest difference between online gamblers and those who have not gambled online, with 41% of respondents who have gambled online in the past 12 months and 26% of those who have not gambled online on the past 12 months reporting having seen gambling sponsorships on sports merchandise.
Figure 42: Seen or heard any gambling advertising and sponsorships at least weekly by gambling status (Online Tracker; all respondents n=4,196, gambled online in past 12 months n=1,953, not gambled online in past 12 months n=2,243)
| All Respondents | Gambled online in past 12 months | Not gambled online in past 12 months | |
|---|---|---|---|
| On TV | 51% | 55% | 46% |
| On other websites | 31% | 38% | 24% |
| On social media | 30% | 38% | 24% |
| On posters/billboards | 23% | 27% | 19% |
| On radio | 18% | 23% | 13% |
| In newspapers | 23% | 28% | 18% |
| In sports venues | 32% | 39% | 27% |
| On sports merchandise | 33% | 41% | 26% |
| On TV or radio | 44% | 49% | 40% |
| Associations with sporting competitions | 27% | 32% | 22% |
There have been significant decreases in the proportion of non-gamblers reporting seeing advertising and sponsorships at least weekly on the following: TV (46%; a 4 percentage point decrease), on other websites (24%; a 4 percentage point decrease), on posters/billboards (19%; a 2 percentage point decrease), in newspapers (18%; a 4 percentage point decrease), and sponsorships on TV or radio (40%; a 3 percentage point decrease). Amongst those who had gambled online in the past 12 months, there has been a decrease in the proportion reporting seeing gambling advertising on posters/billboards (27%; a 3 percentage point decrease). Additionally, online gamblers were asked whether or not various forms of advertising have prompted them to spend money on gambling.
As Figure 43 shows, across all online gamblers, 44% have been prompted to spend money on gambling as a result of seeing various forms of advertising. It can be observed that those in the younger age groups were more likely overall to be prompted to spend money on gambling by advertising than those in the older age groups.
Figure 43: Proportion of online gamblers prompted to spend money on gambling by advertising by gender and age (Online Tracker; n=1,953)
| Year to December 2016 | Year to December 2017 | Year to December 2018 | Year to December 2019 | |
|---|---|---|---|---|
| All respondents | 46% | 53% | 45% | 44% |
| Males | 49% | 55% | 47% | 46% |
| Females | 43% | 51% | 42% | 42% |
| 18 to 24 | 68% | 75% | 62% | 61% |
| 25 to 34 | 60% | 62% | 57% | 56% |
| 35 to 44 | 57% | 58% | 45% | 49% |
| 45 to 54 | 42% | 49% | 47% | 45% |
| 55 to 64 | 32% | 46% | 36% | 31% |
| 65 and over | 17% | 28% | 23% | 26% |
As Figure 44 shows, the proportion of online gamblers (with a social media account) prompted to spend money on gambling as a result of seeing posts on social media is 52% (a 5 percentage point decrease from 2018).
Significant decreases were seen amongst males (50%; a decrease of 9 percentage points from 2018) and 45-54 year olds (43%; a decrease of 17 percentage points).
Figure 44: Proportion of online gamblers (with a social media account) who were prompted to spend money on gambling by seeing social media posts by gender and age (Online Tracker; n=406)
| Year to December 2016 | Year to December 2017 | Year to December 2018 | Year to December 2019 | |
|---|---|---|---|---|
| All respondents | 55% | 57% | 57% | 52% |
| Males | 56% | 59% | 59% | 50% |
| Females | 52% | 54% | 54% | 56% |
| 18 to 24 | 68% | 73% | 63% | 60% |
| 25 to 34 | 59% | 63% | 56% | 56% |
| 35 to 44 | 56% | 49% | 56% | 52% |
| 45 to 54 | 46% | 53% | 60% | 43% |
| 55 to 64 | 33% | 35% | 50% | 25% |
| 65 and over | 20% | 44% | 40% | 39% |
Focusing on advertising in particular, Figure 45 shows that in 2019 online gamblers were most likely to be prompted to spend money on gambling by promotions for free bets and bonuses (29%). Respondents were least likely to be prompted to gamble by advertisements on billboards.
Figure 45: Proportion of online gamblers prompted to spend money on gambling by types of advertising (Online Tracker; n=1,953)
| Year to December 2015 | Year to December 2016 | Year to December 2017 | Year to December 2018 | Year to December 2019 | |
|---|---|---|---|---|---|
| TV | 22% | 24% | 26% | 21% | 20% |
| Online | 21% | 21% | 22% | 18% | 16% |
| Social Media | 13% | 15% | 14% | 18% | 16% |
| Newspaper | 12% | 11% | 12% | 11% | 11% |
| Billboards | 11% | 9% | 12% | 10% | 9% |
| Free bets and bonuses | 32% | 31% | 40% | 29% | 29% |
References
23 New YouTube category was added in 2018
24 New Snapchat category was added in 2018
25 Ofcom 2019 (opens in new tab)
26 Gambling sponsorships refer to a commercial agreement between a gambling company and another company e.g. Betway sponsoring West Ham United Football club from February 2015 to present
27 Gambling advertisements refer to the promotion of gambling via a variety of media
28 Figures may not add to 100% due to rounding
Complaints Next section
Social gaming
Last updated: 26 October 2023
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