Lotteries Continue to Lead the Market
The latest survey by the Gambling Commission highlights that gambling participation in Great Britain has remained steady, with lotteries continuing to dominate the landscape. The findings, based on interviews with 4,657 adults conducted by NatCen between April and July 2024, reveal that 48% of adults participated in gambling activities in the past four weeks. This figure mirrors data from 2023 and earlier in 2024.
Interestingly, 20% of these participants engaged exclusively in lottery games, such as the National Lottery or charity lotteries. Excluding these lottery-only players, the overall gambling participation rate falls to 28%.
Growth in Online and Betting Activities
Online gambling continues to play a major role, with 37% of respondents engaging in digital gambling platforms. However, when lottery participants are excluded, this figure drops to 17%. Similarly, in-person gambling was reported by 29% of respondents, though only 18% participated in non-lottery gambling activities.
Betting emerged as a growing vertical, with participation increasing by more than three percentage points compared to earlier in 2024. Popular forms of betting include sports wagering and online instant-win games, which are gaining traction among younger demographics.
Demographics and Motivations
The survey provided key insights into the demographics of gamblers. Men aged 45 to 64 showed the highest overall gambling participation. However, when excluding lottery-only players, men aged 25 to 34 were the most active group. Respondents highlighted their main reasons for gambling as the opportunity to win significant amounts of money and the entertainment value it provides.
Methodological Changes and Future Insights
The Gambling Commission noted that changes in survey methodology make direct comparisons with previous years more challenging. Despite this, the data underscores the enduring appeal of lotteries and signals a growing interest in betting among British gamblers.
A further notable trend is the diversity of gambling preferences across age groups. While lotteries appeal to a broad range of players, younger audiences appear more inclined toward sports betting and online games, suggesting that the industry is evolving to cater to varying consumer interests.
The next wave of the Gambling Survey for Great Britain is scheduled for release in February 2025, offering a closer look at the nation’s gambling behaviours and potential shifts in trends.
