Report
Young people and gambling: Qualitative research
Qualitative research conducted by 2CV, with 11 to 17 year olds, to build on and contextualise the findings from the annual Young People and Gambling survey.
1 - Expanding sphere of influence
"I often look up to influencers I see on social media. These girls such as Tallulah Metcalfe and Ami Charlize share their lives online and have very relatable content. I often look at their pages when I need something to relate to but also for inspiration.”
Female, 15 to 16 years old, Wales
Previous research conducted by 2CV highlighted the significant role of family and friends in shaping children and young people perceptions and understanding of gambling. This research builds on our understanding of young people’s sphere of influence and how now, in 2024, the ecosystem of influence extends beyond close and trusted family and friends to that of celebrities and online influencers. Young men discussed the role of sporting idols and in particular, aspirational footballers (owing to their perceived football skills, high earnings, lifestyle involvement in ‘giving back’). As one young person noted;
“Wilfred Zaha donates 10 percent of his football wage to charity which is probably a lot of money as he earns a lot. I want to be a footballer, earn a lot of money and give back to people in need.”
Male, 12 to 13 years old, Wales
The backdrop to this widening pool of influence comes at a time of significant adolescent developmental changes, both emotionally and physically. During this time, young people are starting to shape their identities, form passions and develop personal interests in music, sport, gaming, hanging with friends, films, fashion, tech, social media. Their network of influence aligns to these emerging new tastes and interests:
- family: often the main support in their life. Young people can see what is possible in life through their family
- friends: peer pressure and a fear of missing out, can strongly influence actions. Creates a desire to have what friends have. Friendships can revolve around one-upping each other - more prominent among young men
- celebrities: well-known, larger-than-life figures. Seen to be living the life that young people want to have - whether it is their work, lifestyle, or values
- sporting heroes: footballers play a key role among boys. Seen to be inspiring owing to football skills, high earnings, lifestyle involvement in ‘giving back'.
“I look up to many music artists as I see music as a coping method. For example, Amy Winehouse. Although her story is sad, she cared for other people and her fans… this inspires me a lot to live life to the fullest.”
Female, 15 to 16 years old, Wales
This shows us how young people’s once small, familiar networks of influence have expanded to include individuals who may not share their values or may have different attitudes towards things like gambling. That is not to say that family and peers are always positive influences - for example, we heard examples of young people being introduced to betting apps through their parents or peers shaping competitive play behaviours. However, as the next section highlights, external voices, prevalent in the online spaces where young people spend much of their time have the potential to shape young people’s attitudes and behaviours around gambling.
Next sectionImpact of personal technology and social media
Last updated: 25 February 2025
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