Statistics and research release
Exploring the gambling journeys of young people
Research on the gambling journeys of young people.
Summary
This research was designed to explore the gambling journeys and current behaviours of young people and understand their perspective on gambling during childhood. This research supplements our wider programme of work to understand the experiences of children and young people.
Details
Key Findings
- Engagement with gambling throughout childhood and early adulthood aligns to a familiar set of life events and milestones, such as family holidays, first jobs and increasing financial independence.
- Engaging with gambling or gambling style activities during childhood is common, but participation is primarily passive.
- Exposure to the positive and negative extremes of gambling (for example witnessing big wins or big losses, or being exposed to very positive or very negative attitudes about gambling) at an early age can lead to an increased interest in gambling in later life, and in some cases riskier or more harmful gambling behaviour.
- Friends and family played an influential role in shaping gambling behaviour, whilst advertising and marketing has less of an influence on young people’s tendency to gamble.
- Young people are most vulnerable to experiencing gambling harm after achieving independence from their parents and moving out of home.
- As people grow older gambling behaviour does not stay the same, rather it fluctuates according to personal (and peer) experiences of wins and losses, and alongside changes in lifestyle and responsibility.
Introduction
In early 2021 we commissioned 2CV to conduct a piece of research as part of our ongoing work to bring the voice of the consumer into our thinking. The aim was to explore the gambling journeys and current behaviours of young people and young adults, and take a retrospective look at how respondents interacted with gambling during their childhood. This was driven by evidence suggesting that younger people can be at greater risk of gambling harm. The research was designed to add deeper insights to our wider research conducted with children and young adults.
The research was conducted in two stages that ran sequentially. 30 participants aged 16-30 took part in an online community which was held over 10 days and involved a range of tasks and exercises exploring their gambling journey, influences and attitudes. All had gambled in the last 12 months on a range of activities and had a variety of gambling behaviours. The community had an even split of male and female participants, and a mix of different ages, ethnic and socio-economic backgrounds, and problem gambling status according to the full PGSI.
This was followed by an online survey, in which 962 respondents aged 16-25 were asked a range of questions about their current gambling behaviour, experiences during childhood, and their journey into gambling. Nationally representative quotas were applied on gender and region to ensure a representative spread of gamblers in the sample, however PGSI scores are likely to have been affected by the online methodology resulting in possible over representation in the sample compared to our core statistical surveys.
About our Consumer Voice research
We use a mix of quantitative and qualitative methods to gather views, opinions and insights from gambling consumers. This work complements our official nationally representative statistics on gambling participation and the prevalence of problem gambling but goes into more depth on key issues and emerging areas of interest. Our Consumer Voice research is currently conducted by 2CV, who use a combination of online surveys and online community panels to tap into the voice of gambling consumers and those affected by gambling in Great Britain.
Engagement with gambling throughout childhood and early adulthood aligns to a familiar set of life milestones, such as family holidays, first jobs and increasing financial independence
Changes in lifestyle and exposure to new gambling experiences can have a significant impact on gambling behaviour.
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5 to 10 years
Typical gambling experiences
Early experiences of gambling tend to be playing on penny push/arcade machines and private betting with family members.
Milestones and Life events
Family holidays, Family events (Grand National and other large events)
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11 to 15 years
Typical gambling experiences
Family supervised participate in scratchcards, lotteries or bingo - some may participate in sports betting or IWG's.
Milestones and Life events
Widened pool of family supervision, Increased likelihood of passive exposure
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16 to 17 years
Typical gambling experiences
Early legal experiences of gambling - scratchcard and lottery play. Desire to play is driven by peer influence and exposure to play when underage.
Milestones and Life events
Limited legal access to gamble at 16, First jobs and increased disposable income
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18 to 21 years
Typical gambling experiences
Reaching fully legal age results in exposure and trial of new gambling types previously off limits or harder to access - especially sports betting and casino.
Milestones and Life events
Full legal access to gamble, Increased financial independence
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22 to 30 years
Typical gambling experiences
Less 'new' gambling experience means less exciting. Likely to have experienced highs (wins) and lows (losses) - play becomes more restrained towards late twenties.
Milestones and Life events
Increased responsibilities and overheads (rent and bills), Less of a novelty
Engaging with gambling or gambling style activities during childhood is common, but participation is primarily passive
It is typically a product of being present or involved with other people’s gambling, rather than actively ‘faking’ age to gamble underage. This can include selecting lottery numbers, scratching Scratchcards or choosing a horse for a family member to bet on. Most felt that their upbringing had contributed to a view of gambling as ‘a fun treat’ – but did not feel they were actively encouraged to gamble by their parents at any age.
“When I was a kid I liked to pick numbers for the lottery and scratch off a scratch card for my parents but it was never a big deal” – Female, 30, PGSI 3-7
Exposure to gambling at an early age can lead to an increased interest in gambling in later life
However, simply being exposed or involved isn’t influential on its own and does not necessarily lead to problematic gambling. Indeed, most people who are involved in gambling during childhood and who go on to gamble later in life do so without experiencing problems. It’s the positive and negative extremes of gambling that can, in some cases, lead to riskier gambling behaviour or problem gambling in later life – for example witnessing other people’s big wins or big losses, or having parents who have either very positive or very negative views about gambling. Active encouragement by parents to gamble, and having parents who gamble frequently, are also influential.
| Non - low risk gambler | Moderate risk – problem gambler | |
|---|---|---|
| I knew of someone who won a huge amount of money through gambling | 36% | 55% |
| I knew of someone who lost loads of money through gambling | 30% | 49% |
| My parents / family thought very negatively about gambling | 32% | 48% |
| My parents / family did not allow gambling in the family | 24% | 47% |
| My parents / guardians gambled more than most people | 8% | 32% |
| My parents / family encouraged me to gamble when I became of age | 9% | 32% |
| My parents involved me when they placed bets | 40% | 41% |
Friends play a hugely influential role in encouraging gambling behaviour
The majority of 16-25 year olds do at least half of their gambling with friends, with likelihood of gambling with friends increasing with higher PGSI scores. Conversely, our wider research has shown that problem gambling in all adults is more often linked to lone gambling. Social gambling experiences can create peer pressure as well as skewing people’s view of what is ‘normal’ gambling behaviour, and some young people feel encouraged by friends to spend and stake more. The role of friends and social gambling can be explored further in our work on gambling typologies and motivations.
| Non problem gambler | Low risk gambler | Moderate risk gambler | Problem gambler | |
|---|---|---|---|---|
| Almost all my gambling is by myself | 22% | 13% | 10% | 10% |
| Most of my gambling is by myself | 20% | 33% | 16% | 13% |
| It’s about 50/50 | 31% | 21% | 34% | 34% |
| Most of my gambling is with friends | 9% | 18% | 16% | 16% |
| Almost all my gambling is with friends | 19% | 16% | 14% | 17% |
| NET: At least half is done with friends | 58% | 55% | 74% | 77% |
Advertising & marketing play a tertiary role in influencing propensity to gamble
Advertising is primarily a trigger or ‘nudge’ to play as opposed to the reason to start gambling, however more targetable marketing channels – such as social media and email – are more influential.
Young people are most vulnerable after achieving independence from their parents and moving out of home
First jobs, increased disposable income and financial independence coincide with full legal access to gambling, making gambling more accessible and financially viable. Age 19 marks the point where many start to move out of the family home and manage their own finances for the first time. By age 20-21, young people are most at risk of falling into problem gambling as they adjust to their new freedoms. It’s also around this age that budgeting and taking steps to gamble safely (e.g. setting limits) are less likely to feel like a priority.
“I think the main reason I stated actually gambling was the fact I turned 18 and was then able to access the gambling apps and websites. Having a full-time job meant I had actual money to bet with and wasn’t asking my mum for money.” - Female, 18, PGSI 1-2
As people grow older - gambling behaviour tends to fluctuate according to personal (and peer) experiences of wins and losses
Ultimately gambling behaviour is adjusted over time according to ongoing accounting of personal and peer experience. Experience of wins typically results in an increased likelihood to continue gambling, whilst experience of losses results in an overall reduction in frequency of play or stake size. In late twenties people are likely to have increased responsibilities and overheads, and fewer ‘new’ gambling experiences, so gambling becomes less of a novelty.
“The biggest change in my gambling habits was when I met my partner, we were saving to get married and buy a house, so did not have a lot of disposable income to waste.” – Male, 30, PGSI 8+
Key points for further consideration
2CV provided the following key points for further thought:
- Education for parents should focus on protecting children from the extremes of gambling (positive and negative experiences) – responsibly modelled play doesn’t appear to have the same impact on people’s future behaviour.
- Education for young people on what ‘normal’ play looks like will have wide ranging benefits – enabling young people to more accurately benchmark safe play for themselves, for family and friends.
- Education and early exposure to gambling ought to be ‘neutral’ (not overly negative or positive) to minimize risk of unsafe play – e.g. understanding of odds and probability of loss.
- A more holistic approach to tackling problem gambling within friendship groups rather than individuals will have a longer lasting benefit – highlighting the influence of friends on play.
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We are always keen to hear how these statistics are used and would welcome your views on this publication.