A MetaFacts TUPdate by Dan Ness, Principal Analyst
Market demand for online gambling continues strongly among some players, despite efforts by the U.S. Federal Government to limit it, including the recent closures of several key online poker sites. While states from New York and New Jersey to California sort out their legislation to block, tax or support it, a core segment of consumers still find ways to satisfy their desires.
Interestingly, each state varies in its online betting activity level. Nationwide, 4.5% of online adults are betting online, either playing poker or other contests.
New Jersey residents hold the distinction as the state with the most-active online bettors, with 8% (one in 13) of online adults betting online.
Three states are effectively tied for second place at 6% of adults: Illinois, New York, and California.
Other states also above the national rate are Georgia, North Carolina, Florida, and Virginia. Each has a 5% penetration rate.
Why does this matter?
If and when laws liberalize, knowing which consumers will or won’t be the earliest customers can make a big difference, for policymakers, marketers, and brick and mortar casinos alike.
The results in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In our most recent wave of Technology User Profile, we surveyed American adults about their online betting and online card-playing to build a profile of these diehard players. We also compared this to our prior international wave of Technology User Profile to get a global perspective.
To get closer to a true answer from respondents who may not consider it socially acceptable to admit to online betting in a survey, we gathered online betting and card-playing activity well within the survey, amidst a battery of other online activities and attitudes. Through our years of survey experience and testing, we’ve found that this method elicits truer answers for certain behaviors, especially coupled with other rigorous methodological steps.
We started this analysis by first looking at the answers from 8,175 U.S. respondents in the Technology User Profile service and then drilled down further into their profiles to get a full picture. We also compared usage from our prior waves, including results from our identical surveys across nine other countries.
The full results can be obtained through the MetaFacts TUP Online Betting Demand Data Slice. This data-rich deliverable includes 75 pages of PowerPoint slides and 50 supporting cross-tabulations.
Contact MetaFacts for the related MetaFacts Technology User Profile Overview Edition report, which covers the broader range of key trends. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically.
These editions are for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.
To see other research coverage of Internet products and activities – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals who want a solid resource they can use immediately after industry events such as mergers, or even use prior to anticipated events, can license direct access to TUP.
MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at http://technologyuser.com/contact/ for complimentary TUPdates – periodic snapshots of technology markets.
MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.