YouGov: Attitudes and preferences of younger gamblers in the UK

UK consumers aged 18-24 make up about a tenth (10%) of all gamblers in the market, according to data from YouGov Global Gambling Profiles. This is actually slightly lower than their share in the overall British population (12%), but their penchant for staking higher amounts makes them a very important audience segment for marketers and regulators to understand. With this cohort already subject to more stringent checks from operators given their age, the data shows an interesting caveat.

In fact, among UK gamblers who stake over £500 each month, the share of 18-24-year-olds shoots up nearly three times to 28%. So, what are the unique motivations of these young UK gamblers and what are their opinions about the industry more broadly?

The great divide

Compared to older gamblers, those aged between 18-24 are notably less likely to cite fun or enjoyment as a motivation for gambling (34% versus 42%). Similarly, just a quarter of them cite favourable ‘odds’ as a factor that motivates their betting choices, compared to over a third of older gamblers who say the same (26% versus 35%).

Instead, these younger gamblers are significantly more likely to feel motivated by the ability to compete against others (12% versus 3%). In the same vein of a competitive spirit, these younger gamblers are also more likely to feel motivated by the ability to ‘use a particular method or strategy’ (12% versus 8%) and are drawn by games that allow them to take larger risks (6% versus 3%).

Not only are the motivations different, but the types of gambling activities that young UK gamblers participate in is quite varied too. For instance, while only over a third of them said they placed a bet at a sports bookmaker online in the past month (36%), that share rises to nearly half among older gamblers (47%). Young gamblers are also only half as likely to have participated in the lottery online (19% versus 40%) and are less likely to purchase scratchcards (5% versus 8%).

On the other hand, they are markedly more likely to have participated in fantasy sports for money (11% versus 5%), which contrasts against their lower inclination rates towards traditional sports betting. This demographic is also showing a budding interest in esports betting, with 6% having engaged in it in the past month versus just 2% of all UK gamblers.

Having established their tendency for heavier spending and distinguished betting preferences, it’s worth examining how this audience chooses online betting brands. Like the bulk of gamblers in the UK, sites that present an easy-to-use interface (34% versus 43%) and those that offer the best odds (31% versus 35%) are the biggest influencing factors, although to a lesser relative extent.

These younger gamblers are relatively more likely to appreciate gambling apps that offer variety – be it in the selection of matches/events/sports to bet on (16% versus 13%), the range of gambling types available (15% versus 8%) or the selection of slots/games to play (14% versus 9%). For gambling brands that offer variety, amplifying this aspect in marketing could be an important way to capture a foothold among younger gamblers.

But for both marketers and regulators, there remains perhaps a greater duty of care towards this younger audience in particular. Our research shows that a fifth of them feel gambling should be illegal (21%), which is twice the rate recorded among older gamblers (10%). They are also likelier to say that they see too much betting advertising (59% versus 48%), which is perhaps why they are less approving of gambling companies sponsoring sports teams and/or events (25% versus 32%).

Having worked for YouGov for over a decade, Oliver Rowe has advised companies including Tesco and Barclays on their reputation management. He now brings that experience to a sector which includes the betting and gaming industry in his role as global sector head for leisure and entertainment.