Survey offers insights into female gamblers in Britain
A new YouGov survey suggests online gaming operators could better appeal to female gamblers in Britain.
UK.- The market research company YouGov has published the results of a survey into the motivations of female gamblers and how they differ from men.
Titled “What draws British women to online betting and what deters them?”, the study suggests that operators could gain a larger market share among female gamblers by understanding their motivations.
While some findings are similar for men and women – in both cases, 36 per cent choose to gamble because it’s a “fun thing to do”, 20 per cent fantasise about winning and 15 per cent “play to win big”, others were different.
YouGov said its research noted a “considerable online divide“, with 33 per cent of men nut only 24 per cent of women having gambled online in the past 12-months. That’s despite the huge transition to online gambling.
It said: “Coupling this result with data around barriers, well-crafted marketing initiatives could help increase the female consumer base to achieve gender parity in the online gambling space.”
Only 1 per cent of women said they bet online “in order to demonstrate skill”, which compares to 6 per cent for men. Meanwhile, some 46 per cent of women could not give a particular reason for gambling.
Women were also generally less open to gambling. They were much more likely to believe that online gambling should not be allowed (45 per cent compared to 39 per cent of men).
