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YouGov data confirms some widespread gender stereotypes. Women are more likely than men to buy lottery tickets (72% vs. 58% of men) or play bingo or keno online (6% vs. 2% of men). Male online gamblers tend to over-index online sports betting (45% versus 23% of women), poker (7% versus 1% of women) and fantasy sports (4% of men versus almost none of women).

As for what motivates them to gamble, a plurality (36%) of UK online gamblers (men and women) describe the activity as fun. One in five (20%) also say they can fantasise about winning, and 15% say they play to win big.

But when we dig deeper into this data by gender, we see differences. British women who gambled online, including Swedish "nya casino utan svensk licens" , in the last 12 months, are more likely than their male counterparts to say that they gamble to be able to fantasise about winning (28% vs 21% of men). As for men, they are more likely to feel that online betting improves their perception of what they are betting on, such as sports (20% vs. 7% of women), which is to be expected as men are more likely to gamble. Mostly. Men are also more likely to say they bet to demonstrate skills (6% vs. 1% of women).

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The YouGov data also explores what keeps British men and women from gambling. For most men and women, there is no particular reason for them to point the finger (49% of men and 46% of women), suggesting that the right marketing message can increase the size of the market. It seems to be simply a case of these consumers currently preferring to do something else in their spare time.

Women in the UK who do not gamble are significantly more likely to say they simply haven't played the game (19% vs 11% of men), again suggesting that targeted marketing efforts can increase female participation. Men are more likely to believe that the odds are against them (24% vs. 19% of women) or that they may become addicted (9% vs. 6% of women).

Notable differences between women and men are also evident when looking at general beliefs about gambling. For example, British women are more likely than men to believe that online gambling should not be permitted (45% vs 39% of men).

Other behavioural data shows that men are more likely than women to talk about gambling with friends and family (20% versus 12% of women). While our data do not support a correlation, it is possible that these conversations are a powerful contributing factor in increasing men's gambling activity. Encouraging women to talk to their friends more about gambling could have the same effect.

Finally, let's look at the difference between online and offline gambling. YouGov data shows that there are not many gender differences among offline gamblers. However, there is a significant gap online, with a third of men (33%) having bet online in the past 12 months compared to around a quarter of women (24%). Combining this result with barrier data, well-designed marketing initiatives can help increase the base of female consumers to achieve gender parity in online gambling.

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