Report
Understanding the impact of increased cost of living on gambling behaviour - Final report
Gambling Commission's research report with Yonder into the behaviours and motivations of gamblers during the current period of high cost of living in Great Britain.
Contents
- Introduction
- Methodology
- How to read this report
- Summary of findings
- Personal finances and cost of living
- Financial comfort and concerns around cost of living
- Relationship with gambling
- Impact of cost of living on gambling behaviours
- Gambling has stayed the same
- Gambling because it’s fun but will make cutbacks if needed
- Gambling is an inherent part of life
- Change in gambling behaviour
- The number of occasions on which you have spent money on these gambling activities
- The amount of money spent on these gambling activities
- The amount of time spent gambling on these activities
- Typical stakes
- Motivations for gambling
- Conclusions
- Appendix A - Gambling activities
- Appendix B - Reading longitudinal tables
- Appendix C - Motivations for gambling – subgroup analysis by statement
Methodology
Both quantitative and qualitative approaches were used in this research, starting with a longitudinal survey taking place over three waves between December 2022 and June 2023. This was followed by qualitative depth interviews with individuals who took part in the quantitative phase to further understand the impact of the rise in cost of living on lifestyle and gambling behaviours.
Quantitative phase
Firstly, the first wave of the quantitative phase employed a nationally representative 25 question (around 12 to 13 minute survey) online Omnibus survey to establish a baseline of key gambling behaviours and explore the impact of external triggers pre-Christmas 2022. This was followed by a 5 minute recontact survey post-Christmas period to capture changes in core gambling behaviours with a further follow-up in May after the 2023 energy price cap increase. Demographic differences and Problem Gambling Severity Index (PGSI) scores were considered during the analysis and integrated when the sample sized allowed for a reliable reporting.
The initial wave consisted of a nationally representative online Omnibus survey of 2,065 adults aged 18 or over conducted between 21 to 22 December 2022. Quotas were set on age interlocked with gender, region, and ethnicity and the data was weighted to a known Great Britain (GB) profile. Amongst the nationally representative sample, 973 participants (47 percent) had engaged in a gambling activity in the last four weeks.
Wave 2 of the tracking took place between 27 February to 3 March 2023. A total of 1,694 respondents took part in wave 1 and wave 2 of the survey, of which 820 (48 percent) had engaged in gambling activity in the last four weeks.
Wave 3 of tracking took place between 26 May to 2 June 2023. A total of 1,391 respondents took part in all three waves of the survey (Wave 1 to Wave 3), of which 666 (48 percent) had engaged in gambling activity in the last four weeks.
Qualitative phase
Qualitative interviews were undertaken online in August 2023 to build a more rounded impression and picture of each individual. Participants recorded videos in which they shared stories about themselves.
Participants all gambled with varying frequencies, ranging from daily to once every few months. They participated in a range of gambling activities including the National Lottery, online casinos, horse racing and sports betting (particularly football).
The qualitative phase began with a three-day digital diary pre-task, with 16 participants, to capture details about themselves and to reflect upon any concerns, and anxieties they may have now, or in the future and to identify their monthly spending habits with a particular focus on identifying any cutbacks or savings they have had to make.
Depth interviews were then conducted to further develop a knowledge base around the impact of the rise in cost of living on gambling attitudes and behaviours. This involved 16 one-hour interviews conducted online with gamblers who engage in a variety of different gambling types and with different gambling behaviours.
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Cost of living on gambling behaviour 2024: How to read this report
Last updated: 27 February 2024
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