Gambling Survey About Unlicensed Gambling Websites Shows Demographic Trends
Study shows that among online gamblers in Great Britain, a higher proportion of younger than older think that people like them knowingly gamble on unlicensed gambling sites.
Our survey looks into various opinions on online gambling and identifies certain demographic trends
An Ipsos survey reveals that 17% of those that have personally spent money on at least one online gambling activity in the past 12 months in Great Britain think that people like them knowingly gamble on unlicensed gambling websites, with the 18-34 age group being the most likely to say this compared to other age groups.
Main findings show that among those that have personally spent money on at least one online gambling activity in the last 12 months:
- 28% of 18–34-year-olds, and 11% of 45–54-year-olds and 9% of 55 – 75-year-olds think that people like them knowingly gamble on unlicensed gambling sites.
Among participants who think that people like them might knowingly gamble on an unlicensed gambling website for the following reasons:
- 31% as there are fewer Know Your Customer (KYC) checks (i.e. gambling companies must obtain and verify information in order to establish the identity of a customer before that customer is permitted to gamble. Information must include, but is not restricted to, the customer’s name, address and date of birth.)
- 28% because they are able to access games that are not available in the UK.
- 27% due to better odds and returns.
- Over a quarter (26%) due to being offered larger bonuses than licened casinos.
- Almost a quarter (24%) due to working around account restrictions (e.g. GAMSTOP, other forms of self-exclusion, etc.)
- 23% due being limited by UK sites (e.g. for consistent winning).
- 21% due to the wider variety of games available.
Understanding the preferences of these demographics is crucial for the industry to tailor its offerings effectively and enhance user satisfaction while providing the appropriate safeguarding.
Online-Casinos.com commissioned Ipsos to help us gain insights into the state of gambling in Great Britain and gamblers’ thoughts and preferences in 2024.
To do this, we are using insights derived from a recent Ipsos poll where the respondents were asked: “Do you think that people like you ever knowingly gamble on unlicensed gambling websites, or not?” and “Why do you think that people like you might knowingly gamble on an unlicensed gambling website?”
Across many of the reasons, both younger and older online gamblers surveyed think that people like them might knowingly gamble on unlicensed gambling websites for similar reasons.
While all age groups share some of the same reasons when it comes to the reasons, they think people like them knowingly gamble on unlicensed sites, there are notable differences.
- 28% of 18–34-year-olds think that people like them knowingly gamble on unlicensed gambling sites
- 11% of 45–54-year-olds and 9% of 55 – 75-year-olds think that people like them knowingly gamble on unlicensed gambling sites
Younger gamblers are also more likely to think that people like them knowingly gamble on unlicensed sites. iGaming.com believes that this potentially adventurous approach contrasts with the habits of the older demographic, who may generally be less willing to take such risks. The willingness of younger gamblers to engage with unlicensed gambling websites despite potential risks raises the question, are younger online gamblers being naïve when it comes to using such unlicensed sites?
We believe the preference for unlicensed gambling websites may also reflect behaviour to avoid regulatory scrutiny. Over a third of younger respondents (18-44s) who think that people like them knowingly gamble on unlicensed gambling websites, think people gamble on these sites due to fewer Know Your Customer (KYC) checks (35%).
We believe that this may indicate that respondents think that people like them use these websites to circumvent the need to provide the personal information required and highlights the need for clearer regulatory guidance and education on safe online gambling practices.
27% of 18-34 year olds that think that people like them knowingly gamble on unlicensed gambling websites do so because they are limited by UK sites (e.g. for consistent winning). This suggests that respondents think that regulatory restrictions may sometimes drive users towards unlicensed platforms in search of more gaming options.
Conclusion
The Ipsos poll highlights motivations and some distinct generational differences in online gambling on unlicensed websites. Across the age groups participants think that a number of people like them who knowingly gamble on unlicensed gambling websites, are drawn for a variety of reasons including fewer checks and restrictions, financial advantages, a wider, variety of games and being offered more privacy and anonymity.
These insights are crucial for licensed online casinos to help refine their offerings and for shaping future regulation and marketing strategies. As iGaming companies that practice responsible gambling, it is essential for us to adapt to users’ needs by enhancing security, diversifying gaming options, and strive to push for a safer and more entertained environment. By doing so, online casinos can continue to secure their position in the digital entertainment landscape.
Technical note:
The research was carried out by Ipsos on behalf of iGaming Group. Ipsos interviewed a representative quota sample of 4,167 adults aged 18-75 in Great Britain using an online omnibus approach. Within that, a sample of 1,944 adults aged 18-75 who report having spent money on at least one online gambling activity in the past 12 months. Of these adults aged 18-75 who report having spent money on at least one online gambling activity in the past 12 months, 339 think that people like them knowingly gamble on unlicensed gambling websites.
The data has been weighted to the known offline population proportions for interlocking cells of gender within age and working status, as well as region, social grade and education, to reflect the adult population of Great Britain.
All adults aged 18-75 in Great Britain (n=4,167) by age:
Age: 18-24 (n=518), 25-34 (n=785), 35-44 (n=683), 45-54 (n=817), and 55-75 (n=1,365)
All adults aged 18-75 in Great Britain who report having spent money on at least one online gambling activity in the past 12 months (n=1,944) by age:
Age: 18-24 (n=262), 25-34 (n=444), 35-44 (n=339), 45-54 (n=370), and 55-75 (n=529)
