2012 General Population Segmentation Final report – April 2012
April 2012
Nobody’s Unpredictable
What is Segmentation?
A segmentation groups a market or population into meaningful subgroups Segment members share characteristics and market influences that cause them to have similar product and/or service needs
Florida Lottery – 2012 Segmentation
2
Exploring The Market
Tactical R esearch
Strategic R esearch EXPLORE MARKET
FOCUS GROUPS
BUILD/REFINE PRODUCT
MARKET SEGMENTATION
BRAND IMAGE USAGE & STUDY ATTITUDE STUDY (U&A) ETHNOGRAPHIES
Florida Lottery – 2012 Segmentation
TRACK MARKET
Methodology
Target Respondent
18+, proportionate to population
Sample Size
n=1350
Method of Data Collection
Internet
Survey Length
20+ minutes
Florida Lottery – 2012 Segmentation
4
Questionnaire Content The basic flow of the survey was as follows: INTRODUCTION & SCREENING •AWARENESS 18 years orAND olderCORPORATE IMAGE • Resident of Florida (most of year) PARTICIPATION, SPEND & FREQUENCY •LOTTERY Game awareness • Not employed by a market research firm, • Informed about the Lottery GAMING advertising firm, media organization, or gambling •OTHER Participation in PARTICIPATION lottery games (past year and past business (including lottery) month) • Overall opinion of the Lottery •SEGMENTATION Participation INPUTS • Reportedofspending • Perceptions the Spending Lottery • Reporting TECHNOLOGY & MEDIA HABITS • Gaming motivations • Frequency of play • Policy concerns & harmfulness of gaming • Reasons for• not playing Internet activities DEMOGRAPHICS • Lifestyle statements • Social media usage • Technology attitudes • Marital status • Leisure activities • TV•&Education radio habits • Employment • Income
Florida Lottery – 2012 Segmentation
Reading the Report Where applicable, statistically significant differences are noted between segments. Each segment has been identified by a letter. If the letter for one segment appears next to another segment, it means that there are significant differences between them. For example, if the percentage for Self-Assured Realists (A) is significantly higher than the Apprehensive Regulars (B), the letter B will appear next to the Self-Assured Realists. This will denote significant differences between the groups.
This result is significantly higher than the results for all segments denoted by the letter codes B, D, E and F.
A
B
C
D
E
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=73*)
83% BDEF
69% EF
97% ABDEF
72% EF
11%
78% BDEF
66% EF
92% ABDEF
58% EF
19%
Florida Lottery – 2012 Segmentation
Letter codes for each segment
6
Introducing the Segments
Nobody’s Unpredictable
Rational, Confident, Engaged
Self-Assured Realists Segment Size: 21%
Past Year Spend: 25%
Lottery Play 84% played a lottery game in past year and majority played in past month (71%) Play a variety of games: Scratch, jackpot games, “niche” games
Demographics
Lifestyle Statements
14% Hispanic
Well informed about current events
Average income/education
Believe higher education is essential
40% are 35-54 years old
Some belief in fate
Highest share of spend on Fantasy 5
Motivations & Attitudes Highly motivated:
Other Gaming
Technology
For fun & excitement
Highest participation in other gaming (57%):
Comfortable with technology and works well for them
Chance to win a little money
Indian Casinos Resort Casinos
Don’t want to think, just want it to work World seems closer thanks to the Internet
Florida Lottery – 2012 Segmentation
To dream about winning big When jackpot is high Positive overall opinion of the lottery (65%)
8
Committed, Involved, Conflicted, Anxious
Apprehensive Regulars Past Year Spend: 27% Segment Size: 26%
Motivations & Attitudes Strong motivations to play lottery: Dream about winning big Feeling lucky Easy to play Special occasions
Demographics 21% Hispanic Slightly younger – 32% are 18-34 years old Average income/education
Lottery & Gaming
Omen or sign
80% have played in the past year; 69% in the past month
Opinion of the lottery skews positive (49% positive, 33% neutral)
Play variety of games
Concern that “many people who play the lottery cannot afford it”
Tend to spend less than other playing segments (except for Cash 3, Play 4) High participation in other gaming:
Concerns about harmfulness of some gaming
Raffles, some bingo, casinos, Igaming Lifestyle
Technology
Often feel left out of decisions that affect me
Connected – fairly comfortable & knowledgeable
Important to feel part of a group
Some concerns – conducting financial transactions on the Internet, etc
Everything is changing too fast today Florida Lottery – 2012 Segmentation
9
Enthusiastic, Supporters, Optimistic
Passionate Gamers Segment Size: 17%
Motivations & Attitudes
Past Year Spend: 33%
Highly motivated to game: Exciting & fun Dreaming Anticipation Luck Lottery & Gaming Most are past year players (91%) and 86% played past month Play all games - Cash 3, Play 4, Fantasy 5, Powerplay Highest participation in other gaming: Bingo, Raffles, Jai Alai, I-gaming Demographics
Most informed about the Lottery Lifestyle Statements Dreamers
Strongest overall opinion of Lottery
More experimental than traditional
Believe it is up to the individual to control their own gambling
Competitive, like to win
Some mild policy concerns – harmfulness of the Internet, horse racing, etc.
Belief in fate and luck Well-informed about current events
34% Hispanic Youngest segment – 37% are 18-34
Technology
54% male
Very knowledgeable & comfortable
Least educated – 27% HS or less
Defines self image
Florida Lottery – 2012 Segmentation
10
Careful, Modest, Thoughtful
Cautious Traditionalists
Segment Size: 14%
Lottery Participation Three quarters played in past year (60% past month) Play traditional games: Scratch, Lotto, Powerball
Past Year Spend: 14% Other Gaming
Lifestyle & Technology Prefer to work quietly behind the scenes Everything is changing to fast today DO NOT enjoy danger or adventure More traditional than experimental
DABBLERS
Tech avoiders
Some raffles, casinos
Seek advice of others when it comes to technology
Motivations & Attitudes Demographics
Not highly motivated:
10% Hispanic
High jackpots
Older segment – 59% 55+, 37% 65+
Chance to win a little money
Most likely to be retired – 35% Lower income Skews female (56%) Florida Lottery – 2012 Segmentation
Corporate image of Lottery skews positive (45%) Not morally opposed to gaming Views toward gaming lean liberal but some policy concerns – I-gaming, sports betting 11
Unengaged, Samplers, Dabblers
Indifferent Drop-ins Segment Size: 14%
Past Year Spend: 1%
Motivations & Attitudes Unmotivated to play Not interested Waste of money Least informed of the Lottery Fairly neutral opinion of the Lottery (28% positive, 42% neutral)
Demographics 21% Hispanic Average age – 32% 18-34 & 39% 55+ 64% college grads Slightly higher income (14% 100K or more)
Lifestyle & Technology Prefer to work quietly behind the scenes
Lottery & Gaming
c
Belief in formal education (beyond HS)
17% played past year but very little spend
Do not like introducing element of danger
Lotto – 12% played in past year
Comfortable with technology but is not selfdefining
Virtually no participation in other gaming
Florida Lottery – 2012 Segmentation
12
Concerned, Reserved
Prohibitionists Segment Size: 7%
Lottery & Gaming
Past Year Spend: <1%
Only 7% played in the past year Contribute virtually nothing in terms of overall revenue NO ENGAGEMENT
Demographics 26% Hispanic Oldest segment – 48% 65+ yrs Skew female Largest portion of retirees – 45% Majority have college education
Motivations & Attitudes Negative attitude towards gaming & LOTTERY Majority are morally opposed to gaming – 78% Strong policy concerns Not informed about Lottery and lowest overall opinion (63% negative)
Technology Not uncomfortable but NOT savvy World seems closer thanks to Internet but have concerns that technology is negatively impacting social interaction
Florida Lottery – 2012 Segmentation
Lifestyle Statements Mild regret: everything is changing too fast today Prefer to work quietly behind the scenes More traditional than experimental 13
Segment Size vs. Proportion of Past Year Lottery Spend
7% 14%
Prohibitionists
<1% 1% 14%
Indifferent Drop-Ins
14% Cautious Traditionalists
33%
17% Passionate Gamers 27%
26%
85% of total spend derived from 64% of the population
Apprehensive Regulars 21% Segment Size
Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Self-Assured Realists
25% Proportion of Spend
14
Gaming Motivations
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Gaming Motivations - % Agree (5,6,7): Segments Total (n=1167) For the chance to win a little bit of money
73% 68%
When the jackpot is high
A
B
C
D
E
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Dropins (n=73*)
83% BDEF
69% EF
97% ABDEF
72% EF
11%
78% BDEF
66% EF
92% ABDEF
58% EF
19%
For the anticipation of winning
60%
65% DEF
61% DEF
91% ABDEF
49% EF
4%
So you can dream about what you would do if you won big
58%
61% DEF
61% DEF
93% ABDEF
37% EF
1%
Because it's easy to play
56%
56% DEF
58% DEF
90% ABDEF
40% EF
10%
For entertainment or fun
55%
64% BDEF
53% DEF
92% ABDEF
26% EF
11%
Because you feel lucky that day
52%
53% DEF
56% DEF
88% ABDEF
27% EF
3%
When you have spare change
50%
51% DEF
52% DEF
86% ABDEF
30% EF
0%
Because it's exciting
47%
54% BDEF
45% DEF
94% ABDEF
11% E
2%
When it's a special occasion (holiday, birthday, anniversary)
47%
48% DEF
50% DEF
84% ABDEF
24% EF
7%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
* Small base size, interpret with caution. 16
Gaming Motivations - % Agree (5,6,7) - Segments A
Total (n=1167)
B
C
Self-Assured Apprehensive Passionate Realists (n=289) Regulars (n=350) Gamers (n=223)
D
E
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=73*)
It's completely impulsive
42%
38% DEF
46% DEF
74% ABDEF
25% E
5%
To support worthy causes
40%
31% EF
36% EF
78% ABDEF
31% EF
9%
Because if you play eventually it's your turn to win
38%
37% DEF
40% DEF
77% ABDEF
15% E
0%
For the challenge
35%
25% DEF
38% ADEF
81% ABDEF
12% EF
1%
If you don't play, your numbers will come up/miss your chance
34%
25% EF
31% DEF
76% ABDEF
20% EF
2%
20% DEF
33% ADEF
72% ABDEF
7%
5%
As a distraction from everyday routines
31%
Because you get an omen or sign that reminds you to play
28%
18% DEF
30% ADEF
66% ABDEF
8% E
0%
For a break in your day
27%
15% DEF
30% ADEF
73% ABDEF
4%
1%
Because you play in a pool or group with other people
24%
16% DEF
27% ADEF
55% ABDEF
5%
2%
After you see or hear advertising
24%
12% DE
26% ADEF
64% ABDEF
3%
2%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
* Small base size, interpret with caution. 17
Policy Considerations
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) Total (n=1350) It's important that the money the State gets from the lottery goes to a good cause
85%
It is up to each individual to control their own gambling
82%
The lottery is an appropriate way to raise revenue for Florida
59%
I'm concerned that many of the people who play the lottery can't really afford it
53%
Lotteries are an innocent form of entertainment
42%
Florida is too dependent on the lottery as a source of revenue
34%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
90% BE
80%
95% ABDEF
89% BE
72%
84%
93% BDEF
74% F
96% BDEF
82% F
74%
63%
77% BDEF
54% EF
86% ABDEF
53% EF
40% F
14%
37%
61% A
52% A
54% A
52% A
80% ABCDE
61% BDEF
33% EF
80% ABDEF
26% F
22% F
2%
16%
39% A
42% AE
32% A
31% A
62% ABCDE
There is too much gambling in Florida
24%
5%
29% ADE
29% AD
18% A
20% A
79% ABCDE
More controls should be placed on where and when people can play lottery games
24%
6%
28% AD
38% ABDE
14% A
20% A
58% ABCDE
2%
23% AD
21% AD
7% A
18% AD
78% ABCDE
I am morally opposed to gambling
19%
G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
19
Harmfulness of Gambling Activities - % Harmful (5,6,7) – Segments Total (n=1350)
Any type of gambling on the Internet
43% 35%
Horse or dog-track betting
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
19%
55% ACE
29% A
57% ACE
32% A
95% ABCDE
12%
48% ACDE
27% A
35% A
25% A
95% ABCDE
Resort Casinos such as Reno or Las Vegas
32%
8%
43% ACDE
25% A
31% A
24% A
94% ABCDE
Sports betting
32%
7%
42% ACE
23% A
40% ACE
22% A
96% ABCDE
VLT's or Video Poker
31%
13%
39% ACE
20% A
34% ACE
19%
93% ABCDE
Card rooms
30%
11%
38% ACE
21% A
38% ACE
19% A
89% ABCDE
Indian casinos in Florida
28%
5%
40% ACDE
24% A
22% A
20% A
93% ABCDE
Playing Poker for fun on the Internet
27%
10%
33% ACE
21% A
30% AE
19% A
76% ABCDE
5%
34% ACDE
20% A
14% A
13% A
89% ABCDE
Cruiseship casinos
24%
Lottery draw games, such as Powerball and Florida Lotto
18%
<1%
24% ACD
13% A
7% A
16% AD
87% ABCDE
Lottery Scratch-Off games
17%
1%
25% ACDE
14% AD
5% A
12% AD
82% ABCDE
Gambling where proceeds go to churches or charities
16%
3%
19% AE
13% A
12% A
6%
77% ABCDE
Bingo
12%
2%
15% ADE
13% ADE
4%
4%
66% ABCDE
Raffles
12%
1%
13% ADE
11% A
6% A
7% A
67% ABCDE
G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
20
Lifestyle Statements & Attitudes towards Technology
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Lifestyle Statements - % Agree (5,6,7) – Segments Total (n=1350) Post secondary education essential for success
80%
Well informed about current events
64%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
85% BE
74%
91% BDEF
81% E
66%
81% E
74% BDE
53%
87% ABDEF
58%
52%
63%
Dream about winning the lottery
57%
67% BDEF
57% EF
92% ABDEF
51% EF
26%
17%
Prefer to work quietly behind the scenes
56%
53%
51%
69% ABEF
60% E
48%
53%
61% BDEF
44% E
81% ABDEF
47% E
33%
42%
I believe in fate
52%
Most important education is outside school
49%
49%
47%
65% ABDEF
42%
44%
47%
Balance potential losses and gains in money People should have the right to potentially harm themselves People deserve only what they work for
48%
52% BDE
41%
78% ABDEF
40%
32%
39%
46%
52% BD
36%
69% ABDEF
35%
44%
41%
46%
44%
41%
61% ABDEF
45%
43%
47%
I am an adventurer
46%
46% D
42% D
78% ABDEF
25%
43% D
42% D
Enjoy life today – without future worry
45%
44% F
40% F
75% ABDEF
37%
37%
25%
Everything is changing too fast today
45%
33%
47% AE
72% ABDEF
49% AE
29%
42% E
I like to win and feel I have beaten the world
45%
54% BDEF
43% DEF
81% ABDEF
24%
25%
21%
Often think to the past with regret
44%
39% E
42% E
74% ABDEF
41% E
29%
36%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
22
Lifestyle Statements - % Agree (5,6,7) – Segments continued A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
42% E
41% E
66% ABDEF
48% E
28%
36%
36%
31% D
30% D
67% ABDEF
21%
32% D
34% D
I like discussions about how to spend money
34%
34% D
28% D
68% ABDEF
14%
27% D
36% D
I like the challenge of going against the odds
33%
37% DEF
32% DEF
72% ABDEF
11%
15%
19%
I am a generally lucky person
32%
32% DE
28% D
62% ABDEF
16%
20%
29% D
Very important for me to feel a part of a group
31%
22%
30% ADE
67% ABDEF
15%
19%
30% DE
I’m more experimental than traditional
30%
27% D
27% D
62% ABDEF
15%
22%
27% D
Not interested in financial gain – just avoid losses
30%
22%
27%
53% ABDEF
21%
24%
34% AD
I try new products before my friends do
29%
25% DE
30% DE
57% ABDEF
15%
17%
26% D
Total (n=1350)
Things in my life are not as good as they once were
44%
What you own says a lot about your success
I often feel left out of decisions that affect me
24%
14%
29% ADE
46% ABDEF
15%
16%
23%
Often buy new brands just to try them
24%
19% F
24% DEF
54% ABDEF
16%
13%
9%
22%
19% D
24% DEF
50% ABDEF
5%
13% D
13% D
4%
11% AD
39% ABDEF
2%
10% AD
8% D
I enjoy some element of danger in my life Most nights I am out at a social event
12%
G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
23
Attitudes Toward Technology - % Agree (5,6,7) – Segments A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
66%
78% BDEF
58%
83% BDEF
61%
50%
64% E
64%
76% BDEF
57% D
81% BDEF
47%
58% D
55%
64% DEF
56% D
83% ABDEF
38%
50% D
48%
54% B
44%
61% BE
60% BE
44%
59% BE
46%
41%
39%
57% ABE
58% ABE
37%
54% ABE
45%
34%
49% AE
52% AE
44% A
38%
59% ADE
41%
41% D
44% D
60% ABDEF
19%
37% D
35% D
39%
28%
39% AE
61% ABDEF
40% AE
28%
46% AE
35%
35% DE
36% DE
62% ABDEF
13%
23% D
35% D
35%
23%
29%
50% ABE
43% AB
32%
45% AB
32%
22%
34% A
45% ABDE
29%
30%
42% AD
31%
25%
35% AE
42% ADE
27%
24%
30%
29%
24% D
33% ADE
56% ABDEF
4%
22% D
27% D
24% D
25% D
53% ABDEF
7%
20% D
21% D
Total (n=1350) World seems closer thanks to the Internet Technology works very well for me I feel comfortable with new technologies Don’t want to think about technology, just want it to work I often seek advice when it comes to technology Internet technology negatively affects social interaction More knowledgeable about technology than most Concerned about online financial transactions
58% 52%
Others seek my opinion about technology Prefer newspapers and TV for news World would be fine without so much technology Sometimes feel like a slave to technology Technology partly defines my self image I like to be the first to try the latest technology
26%
G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
24
Corporate Image
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Informed About Florida Lottery 100% 15%
18%
12%
80%
60%
7% 13% 26%
34%
34%
36%
43%
33% 41%
Not at all informed Not very well informed Somewhat informed
46%
40%
40% 39%
47%
29%
Very well informed
45% 36%
20% 17%
21% 0%
8% Total (n=1350)
4% Self-Assured Realists (n=289)
8% Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
20%
7%
2%
4%
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
C1. How well informed do you feel you are about who the Florida Lottery as an agency is and what they do? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
26
Overall Opinion of The Florida Lottery - % Positive (5,6,7) 100% 85% 80% 65% 60%
32% 7 - Very Positive
7%
52% 9%
28%
40% 19%
49% 3% 17%
29%
28%
24%
24%
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
16%
20% 30%
25% 0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
6
45% 5%
5 28% 4% 4% 20%
12% 1% 4% 7%
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
C2. How would you describe your overall opinion of the Florida Lottery as an agency on a scale from 1 to 7, where '1' means your opinion is 'Very Negative' and '7' means your opinion is 'Very Positive'? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
27
Perceptions of the Florida Lottery - % Agree (5,6,7) A
B
C
D
E
F
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
The Florida Lottery offers convenient locations for me to purchase tickets The Florida Lottery offers convenient ways of cashing in winning tickets
82%
94% BDEF
79% EF
95% BDEF
87% BEF
59%
59%
67%
77% BEF
66% EF
91% ABDEF
70% EF
41%
33%
The Florida Lottery markets its games to adults only
65%
75% BDEF
61% EF
93% ABDEF
59% EF
46%
41%
The Florida Lottery games and drawings are run fairly and honestly The Florida Lottery goes about marketing lottery games in a socially responsible way
61%
74% BDEF
56% EF
86% ABDEF
57% EF
40% F
27%
57%
67% BDEF
53% EF
92% ABDEF
53% EF
35% F
17%
The Florida Lottery is operated fairly and honestly
57%
68% BDEF
54% EF
84% ABDEF
52% EF
35%
25%
I know where money made by the Florida Lottery is supposed to go The Florida Lottery makes a positive contribution to the state of Florida
54%
62% BEF
48% E
74% ABDEF
53% E
34%
42%
53%
61% DEF
54% DEF
85% ABDEF
43% EF
31%
22%
Money from the lottery is going to a good cause
53%
61% BEF
49% EF
82% ABDEF
52% EF
32%
25%
The Lottery helps to improve the quality of education in Florida
51%
56% DEF
51% EF
84% ABDEF
41% F
31%
22%
I am satisfied with the job the Florida Lottery is doing
49%
62% BDEF
46% EF
80% ABDEF
41% EF
26% F
14%
Florida Lottery advertising is fun and entertaining
48%
56% DEF
51% DEF
86% ABDEF
33% EF
20%
17%
Florida Lottery games provide entertainment value for your money
45%
51% DEF
44% EF
83% ABDEF
36% EF
18%
18%
The Florida Lottery is a good corporate citizen
44%
51% BDEF
41% DEF
80% ABDEF
30% F
25% F
14%
It's fun to play the Lottery even if you don't win
40%
47% BDEF
36% DEF
79% ABDEF
24% F
20%
13%
Money from the Florida Lottery is going where it is supposed to go
38%
43% BDEF
34% EF
69% ABDEF
31% F
22%
14%
% Agree (5,6,7)
C3. [TOP3BOX (5-7] Here are some statements that could be made about the Florida Lottery. Please indicate how you feel about each statement on a scale of '1' to '7', where '1' means you Strongly Disagree and '7' means you Strongly Agree with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
28
Factual Statement About Florida Lottery Proceeds % More Convincing/ Reassuring
51% 55% 51%
$23 billion to education since 1988
63% 51% 43% 35%
30% of the money the Lottery takes in goes to education
Total (n=1350)
49% 45% 49%
Self-Assured Realists (n=289) Apprehensive Regulars (n=350)
37%
Passionate Gamers (n=223)
50%
Cautious Traditionalists (n=195)
57%
Indifferent Drop-ins (n=194)
65%
Prohibitionists (n=98*)
C4. The 1987 Florida Legislature enacted The Florida Public Education Lottery Act requiring that net proceeds from lottery games go to support improvements to public education programs throughout the State. Below are two factual statements about where the proceeds from the Florida Lottery go. With this in mind, please select which statement is more convincing and reassuring to you that Lottery money is going to education. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
29
Lottery Awareness & Participation
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Unaided Awareness of Florida Lottery Games Total (n=1350) Net Awareness of Any Game
79% 59%
Florida Lotto
50%
Powerball
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
90% BEF
81% EF
93% BEF
88% BEF
51%
47%
70% BEF
57% EF
71% BEF
72% BEF
34%
30%
62% EF
55% EF
62% EF
52% EF
22%
16%
Fantasy 5
31%
37% EF
34% EF
40% EF
39% EF
11%
8%
Cash 3
30%
40% BEF
29% EF
39% BEF
31% EF
14%
7%
Scratch-Off Games
26%
37% BCEF
22%
26% EF
33% BEF
15%
14%
Play 4
24%
30% BEF
22% EF
39% BDEF
26% EF
10%
7%
17% EF
13% F
17% EF
11% F
7%
2%
EZ Match 2%
3%
1%
2%
2%
1%
0%
Millionaire Raffle/Holiday Raffle/Firecracker Million- 2% aire Raffle/Lucky 7 Raffle
2%
1%
5% BDEF
1%
0%
0%
Lucky Lines 1%
0%
1%
4% ABDE
0%
<1%
0%
Mega Money
13%
B1. Please use the text boxes below to write down which Lottery games in Florida, if any, you are aware of. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
31
Share of Players and Spending By Segment % of Population Self-Assured Realists
21%
Apprehensive Regulars
14%
Indifferent Drop-ins
14%
Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
7%
25%
30%
17%
Cautious Traditionalists
Share of Spending
27%
26%
Passionate Gamers
Prohibitionists
Share of Players
27%
22%
33%
16%
4%
1%
Base: All respondents
14%
1%
<1%
* Small base size, interpret with caution.
32
Participation in Any Game Past Year
100%
Past Month Past Year but not Past Month 91% 86%
84% 80%
80%
76% 71%
68%
60%
69% 61%
58%
40%
20% 10%
13%
16% 11%
11% 6%
0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
17%
Passionate Gamers (n=223)
6% Cautious Traditionalists (n=195)
Indifferent Drop-ins n=194)
7% 3%
5%
Prohibitionists (n=98*)
D2/D3. In the past month/ 12 months have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
33
Florida Lottery Participation & Retention â&#x20AC;&#x201C; Any Game Summary Segments Played Past Year
100% 90%
85%
84% 85%
80% 70% 60%
71%
68%
Played Past 4 Weeks 91% 94%
Player Retention
86%
86%
80%
76% 80% 69% 65%
61%
58%
50% 43%
40% 30% 17%
20%
11%
7%
10% 0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
3%
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
$29
**
**
Average $ Past Month
$37
$33
$32
$54
**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
34
Florida Lotto Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year
100%
Played Past 4 Weeks
Player Retention
90% 74%
70%
40%
75%
71%
66% 60%
56%
60% 50%
80%
78%
80%
53%
51%
47%
50%
45% 40%
40%
35%
30% 20%
12%
17%
6%
10%
6% 1%
0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
$12
**
**
Average $ Past Month
$15
$15
$13
$20
**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
35
Scratch-Off Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year
100%
Played Past 4 Weeks
Player Retention
90% 82%
80% 72%
69%
70% 60%
64%
57%
53%
47%
50% 40% 30%
60%
56%
39%
38% 27%
42%
43%
41% 27%
23%
20% 7%
10% 0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
5% 3%
3%
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
**
**
**
Average $ Past Month
$19
$17
$15
$24
**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
36
Powerball Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year
100%
Played Past 4 Weeks
Player Retention
90% 80%
80%
72%
71%
70%
68%
67%
63%
60% 50%
50% 40% 30%
50%
47%
40%
39% 34%
50%
42%
34% 28%
28%
20% 8%
10% 0%
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
5%
2% 1%
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
**
**
**
Average $ Past Month
$13
$11
$14
$17
**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
37
Past Month Lottery Participation Total (n=1350)
58%
Any Game 35%
Florida Lotto
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
71% DEF
69% EF
86% ABDEF
61% EF
11% F
3%
40% EF
40% EF
53% ABEF
45% EF
6%
1%
Powerball
28%
34% EF
34% EF
40% DEF
28% EF
5%
1%
Scratch-Offs
27%
38% BDEF
27% EF
47% BDEF
23% EF
3%
3%
16% DEF
13% EF
23% BDEF
8% EF
1%
0%
Fantasy 5
12%
Cash 3
7%
9% EF
7% EF
14% BDEF
4%
1%
0%
Mega Money
7%
7% EF
7% EF
15% ABDEF
6% EF
1%
0%
Play 4
6%
5% EF
7% DEF
15% ABDEF
2%
1%
0%
Xtra
4%
6% EF
3% E
9% BEF
4% E
0%
0%
Powerplay
4%
5% EF
5% EF
10% ABDEF
2%
0%
0%
EZMatch 2%
2%
2%
4% E
2%
0%
0%
Lucky Lines 2%
1%
3% A
4% ADE
<1%
<1%
0%
D3. In the past month have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
38
Past Year Lottery Participation Total (n=1350)
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
84% EF
80% EF
91% ABDEF
76% EF
17% F
7%
56% EF
51% EF
66% BEF
60% EF
12%
6%
68%
Any Game 47%
Florida Lotto Scratch-Offs
39%
53% BDEF
42% EF
57% BDEF
41% EF
7%
5%
Powerball
39%
50% EF
47% EF
50% EF
42% EF
8%
2%
22% EF
20% EF
33% ABDEF
16% EF
2%
0%
18%
Fantasy 5 Cash 3
12%
14% DEF
14% DEF
26% ABDEF
7% EF
1%
0%
Mega Money
11%
15% EF
11% EF
19% BDEF
8% EF
1%
0%
Play 4
10%
10% DEF
12% DEF
23% ABDEF
3%
2%
0%
Powerplay
7%
8% EF
7% EF
17% ABDEF
5% F
2%
0%
Xtra
6%
8% EF
4%
14% ABDEF
5% F
1%
0%
Lucky Lines
5%
5% E
4% E
11% ABDEF
4% E
<1%
0%
Raffle
4%
4% E
4% E
10% ABDEF
3% E
0%
0%
EZMatch 3%
3% E
3% E
9% ABDEF
3% E
0%
0%
D2. In the past 12 months have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
39
Frequency of Lotto Play By Segment Once a week or more often
100%
Once a month or more often
87% 80%
75%
72%
68%
65% 57%
60% 44% 39%
40%
44%
40%
20%
0%
Total (n=635)
Self-Assured Realists Apprehensive Regulars (n=163) (n=179)
Passionate Gamers (n=147)
Cautious Traditionalists (n=118)
D6. On average, how often would you say you play Florida Lotto? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Past Year Players
40
Frequency of Powerball Play By Segment Once a week or more often
100%
Once a month or more often
84% 80% 71%
69% 63%
59%
60%
40%
54% 40%
37%
39% 29%
20%
0%
Total (n=520)
Self-Assured Realists Apprehensive Regulars (n=146) (n=165)
Passionate Gamers (n=111)
Cautious Traditionalists (n=81)*
D6. On average, how often would you say you play Powerball? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Past Year Players
* Small base size, interpret with caution.
41
Frequency of Scratch-Off Play By Segment Once a week or more often
100%
Once a month or more often
78%
80% 67%
63% 56%
60%
53% 40%
40% 27%
27% 21%
19%
20%
0%
Total (n=523)
Self-Assured Realists Apprehensive Regulars (n=153) (n=145)
Passionate Gamers (n=128)
Cautious Traditionalists (n=79)*
D6. On average, how often would you say you play Scratch-Offs? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Past Year Players
* Small base size, interpret with caution.
42
Florida Lottery Participation – Once a Week or More Total (n=1350)
Any Game (Net)
47%
Fantasy 5
54%
Florida Lotto
44%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
45%
44%
57% ABD
44%
28%
34%
55%
44%
64% B
47%
42%
0%
39%
40%
57% AB
44%
31%
15%
Mega Money
41%
25%
44%
51% A
47%
51%
0%
Powerball
40%
37%
39%
54% ABD
29%
43%
0%
Play 4
38%
15%
43%
41%
64%
64%
0%
20%
33%
38%
22%
100%
0%
21%
27%
40% ABD
19%
9%
35%
4%
14%
32%
0%
0%
0%
0%
0%
15%
0%
0%
0%
31%
Cash 3
27%
Scratch-offs
17%
Lucky Lines Raffle (Millionaire, Firecracker, etc.)
6%
D6. [SUMMARY - ONCE A WEEK OR MORE OFTEN] On average, how often would you say you play ...? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
43
Reasons for Not Playing the Lottery Total (n=643)
The odds of winning are too poor
62% 49%
It's a waste of money Don't have the extra money available
45% 37%
I am not lucky, never win
A
B
C
D
E
F
Self-Assured Realists (n=100)
Apprehensive Regulars (n=132)
Passionate Gamers (n=47**)
Cautious Traditionalists (n=93*)
Indifferent Drop-ins (n=175)
Prohibitionists (n=97*)
67% C
65% C
44%
66% C
61%
60%
36%
44% C
22%
39%
58% ABCD
77% ABCDE
62% BEF
45%
44%
57% EF
36%
35%
53% EF
39% F
50% EF
42% EF
28%
24%
Lottery games are just not interesting enough for me
18%
16%
15%
5%
10%
25% CD
23% CD
I am not sure where the money goes
17%
16%
22% E
11%
12%
12%
29% ACDE
I consider myself morally opposed to gambling
16%
0%
11% AD
4%
3%
11% AD
68% ABCDE
24% DEF
19% EF
19% EF
10% F
4%
2%
9%
13% EF
13% EF
18% EF
9% F
5%
1%
7%
5%
8%
5%
5%
10%
5%
I don't know how to play/ it's too complicated
5%
5%
6%
6%
3%
7%
6%
I don't want to go to the customer service desk in my supermarket
4%
6%
5%
2%
3%
2%
2%
I'd like to play, but I just never remember to Can't use my debit card to purchase lottery games Too much trouble to find out whether I have won
12%
* Small base size, interpret with caution. D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given ** Very small base size, interpret with for why they rarely or never play the Lottery. Please check off the reasons that apply most to you. extreme caution. Continued... Base: All applicable respondents Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation 44
Reasons for Not Playing the Lottery continued Total (n=643)
A
B
C
D
E
F
Self-Assured Realists (n=100)
Apprehensive Regulars (n=132)
Passionate Gamers (n=47**)
Cautious Traditionalists (n=93*)
Indifferent Drop-ins (n=175)
Prohibitionists (n=97*)
The prize amounts and jackpots don't appeal to me
4%
5%
5%
2%
6%
4%
3%
Retailer/clerk never asks
4%
10% DF
3%
5%
2%
4%
1%
I don't know what the jackpot amount is
2%
1%
<1%
10% ABF
2%
4%
0%
Government remove the funds from education
2%
1%
3%
0%
3%
2%
4%
There are no lottery retailers near me Can't buy the games I like from Lottery vending machines Afraid to ask the retailer/clerk
1%
2%
1%
2%
0%
1%
3%
1%
1%
1%
5% E
0%
0%
1%
1%
1%
1%
0%
0%
1%
0%
Retailer/clerk at the store I frequent is not friendly
1%
0%
<1%
2%
1%
<1%
2%
Don't buy lottery tickets/ don't gamble
1%
0%
1%
0%
0%
1%
1%
Positive mentions
1%
1%
0%
2%
1%
1%
0%
Encourages the poor to gamble
<1%
0%
0%
0%
0%
0%
2%
Lottery is dishonest
<1%
0%
0%
0%
0%
0%
3% E
1%
1%
0%
0%
1%
1%
1%
<1%
0%
0%
0%
0%
<1%
0%
Other Don't know
* Small base size, interpret with caution. D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given ** Very small base size, interpret with for why they rarely or never play the Lottery. Please check off the reasons that apply most to you. extreme caution. Base: All applicable respondents Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation 45
Scratch-off Price Points Played â&#x20AC;&#x201C; Segments Most Often
Past Year 86% 90% 84% 86% 80%
$1 Games
65% 69% 66% 68% 60%
$2 Games
$3 Games 13% $5 Games
$10 Games
$20 Games
56% 56% 56% 54% 54%
30% 26% D 34% D 45% AD 48% 47% D 55% D 59% D
31% 23% 20% 27% D 34% AD 12% 19% 18% 19% 30% AD 9%
23% 24% 21% 23% 26% 6% 5% 7% 6% 5% 10% 9% 10% 11% 9% 2% 0% 1% 4% A 2% 4% 6% 5% 3% 3%
D9. From the list of Scratch-off game prices below, please check off which ones you have purchased over the past year. Then, please indicate which one price of Scratch-off Game you would say you purchase most often. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Spent money on Scratch-offs in past 12 months
Total (n=523) Self-Assured Realists (n=153) Apprehensive Regulars (n=145) Passionate Gamers (n=128) Cautious Traditionalists (n=79*)
* Small base size, interpret with caution. 46
Frequency of Scratch-off Participation by Price Point – Once a Week or More Total
A
B
C
D
Self-Assured Realists
Apprehensive Regulars
Passionate Gamers
Cautious Traditionalists
$1 Games
28%
25%
19%
46% ABD
22%
$2 Games
26%
16%
24%
45% ABD
15%
10%
16%
33%
23%
8%
9%
16%
17%
4%
11%
11%
0%
16%
17%
16%
0%
$3 Games
$5 Games
$10 Games
$20 Games
22%
12%
8%
15%
D10. [SUMMARY - ONCE A WEEK OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation
Base: Have played price point (n=varies)
47
Frequency of Scratch-off Participation by Price Point – Monthly or More Often Total
$1 Games
57%
$2 Games
51%
$3 Games
$5 Games
56%
41%
A
B
C
D
Self-Assured Realists
Apprehensive Regulars
Passionate Gamers
Cautious Traditionalists
50%
57%
79% ABD
43%
41%
48%
75% ABD
37%
42%
44%
75% B
58%
36%
34%
55% AB
41%
$10 Games
32%
30%
18%
53%
0%
$20 Games
32%
24%
32%
41%
12%
D10. [SUMMARY – MONTHLY OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation
Base: Have played price point (n=varies)
48
Frequency of Scratch-off Participation by Price Point – Less Than Monthly Total
A
B
C
D
Self-Assured Realists
Apprehensive Regulars
Passionate Gamers
Cautious Traditionalists
$1 Games
22%
25% C
20%
11%
28% C
$2 Games
24%
29% C
21%
12%
39% BC
17%
28%
13%
21%
38%
42% C
23%
37%
43%
49%
22%
57%
58%
54%
39%
27%
$3 Games
19%
$5 Games
$10 Games
$20 Games
35%
39%
47%
D10. [SUMMARY – LESS THAN MONTHLY] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation
Base: Have played price point (n=varies)
49
Other Gaming Participation
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Past Year Other Gaming Participation Net Any Game
Net Any Game
Total (n=1350)
42%
Self-Assured Realists (n=289)
Indifferent Drop-ins (n=194) Prohibitionists (n=98*)
12%
12%
50%
34%
18%
9%
39%
55%
Cautious Traditionalists (n=195)
9%
47%
47%
Passionate Gamers (n=223)
(Excluding Internet Cafes)
35%
57%
Apprehensive Regulars (n=350)
Net I-Gaming
(Excluding Raffles)
27%
13%
5%
18%
3%
2%
1%
I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
51
Past Year Other Gaming Participation by Activity A
B
C
D
E
F
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
Raffles or fund raising tickets
16%
21% EF
16% E
19% EF
16% E
7%
9%
Gambled at Indian Casinos
14%
21% BDEF
14% EF
20% DEF
12% EF
5%
1%
Gambled at Resort Casinos such as Atlantic City or Las Vegas Gambled on a cruise ship or on a casino boat Slots operated in Florida counties like Miami-Dade or Broward
9%
15% EF
10% EF
9% F
8% F
5%
0%
8%
12% EF
7% F
12% BEF
6% F
3%
0%
8%
9% EF
10% EF
15% DEF
7% F
3%
1%
Played Bingo at Bingo halls
7%
6% E
9% DEF
15% ABDEF
3%
1%
1%
Placed bets on horse or dog racing at a race track or off-track Gambled on card games such as poker or Hold'em Poker at non-Casino locations
6%
7% DF
8% DEF
8% DEF
2%
3%
0%
5%
9% DEF
4% E
8% EF
3%
1%
1%
Played VLT's or Video Poker
3%
4%
2%
7% BDEF
1%
1%
0%
Internet Cafes
3%
2%
3% E
7% ABDE
1%
0%
2%
Entered fantasy sports pools on the Internet for real money
3%
2%
4% E
6% ADEF
1%
<1%
0%
Jai Alai games
2%
2%
1%
6% ABDEF
0%
1%
0%
Played Casino games on the Internet for real money
2%
2%
2%
4% DE
0%
0%
0%
% Participated
Continued... I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
52
Past Year Other Gaming Participation by Activity continued A
B
C
D
E
F
Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
Played Poker on the Internet for real money
2%
3% DE
2%
4% DE
0%
0%
0%
Sports betting on the Internet for real money
2%
3% D
2%
6% BDEF
0%
1%
0%
Played skill, casual, or puzzle games (i.e. Backgammon, Pool, Mahjong, etc.) on the Internet for real money (i.e. for a subscription fee or other)
2%
1%
2%
5% ABDE
0%
0%
1%
Bet on horse or dog racing on the Internet for real money
1%
1%
1%
3% D
0%
1%
0%
Played Bingo on the Internet for real money
1%
<1%
1%
4% ABDE
<1%
<1%
0%
Played Blackjack on the Internet for real money
1%
1%
<1%
4% BDE
<1%
0%
0%
Played card games on the Internet for real money (i.e. Baccarat or Pai Gow)
1%
2%
1%
3% DE
0%
0%
0%
Any other type of gambling on the Internet for real money
1%
1%
1%
4% ABDE
0%
0%
0%
Played games on the Internet for real money using your cell phone or PDA (i.e. iPhone, Blackberry, etc.)
1%
0%
1%
3% AB
1%
1%
1%
Purchased lottery tickets over the Internet
1%
1%
1%
6% ABDEF
0%
0%
0%
None of the above
58%
43%
53% A
45%
66% ABC
82% ABCD
88% ABCD
% Participated
I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
53
Technology, Leisure Activities and Media
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Time Spent Connected to the Internet â&#x20AC;&#x201C; Segments Mean
19.3
21.9
19.1
19.9
18.2
8%
11%
5% 10%
11%
8% 6%
17.2
16.6
8% 7%
5% 8%
15%
14%
100%
80%
10%
16%
19%
23%
60%
40%
19% 25% 24%
27%
8%
19% 20%
24%
41 hours or more
29%
24%
20%
31 to 40 hours 21 to 30 hours 11 to 20 hours 10 hours or less
20%
0%
26%
27%
30%
32%
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
31%
Total (n=1350)
37%
Indifferent Drop-ins (n=194)
42%
Prohibitionists (n=98*)
F2. In an average week, how many hours do you spend connected to and actively using the Internet? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
55
Participation in Internet Activities â&#x20AC;&#x201C; Segments Total (n=1350) Paid bills/other online banking
69%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
84% BCDEF
69% E
67%
67%
57%
58%
Online survey to comment on a service/product
66%
77% BCEF
65% C
53%
73% CEF
62%
57%
Watched videos on a site like YouTube
66%
74% DEF
71% DEF
67% DF
57%
60%
54%
66% BCDEF
58%
49%
56%
49%
48%
50% EF
46%
42%
46%
39%
38%
44% BEF
34% EF
45% BEF
37% EF
23%
22%
Comparison shopped for products/services
56%
Bought/sold a product/service directly online
45% 36%
Clicked an ad on website Checked winning lottery numbers
33%
42% EF
35% EF
51% BDEF
36% EF
7%
2%
Downloaded an app
32%
35% DE
30%
42% BDEF
25%
25%
29%
29% D
29% D
38% BDEF
20%
25%
22%
30% DE
29% DE
26% D
10%
20% D
23% D
24% E
19% E
18%
17%
12%
16%
Downloaded music/MP3 files
28%
Participated in an online discussion/chat session
24%
Participated in a promotional campaign by entering on a website
18%
Bought/sold stocks/other investments online
7%
8% E
9% E
8% E
6%
2%
5%
None of the above
8%
4%
6%
8%
6%
14% ABD
20% ABCD
F1. Which of the following activities have you done on the Internet in the past month? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
56
Users of Social Media Websites Total (n=1350)
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
You Tube
75%
79% DF
78% DF
78% DF
68%
76% F
58%
74%
77% F
75% F
80% DEF
71%
69%
63%
41%
49% E
50% E
51% E
38%
43%
Google +
46%
25%
26% DF
26% DF
37% ABDEF
12%
27% DF
13%
23%
27% F
23%
22%
20%
25%
16%
10%
13%
25% ABDEF
7%
7%
11%
13% DF
8%
13% DF
6%
11% F
3%
<1%
1%
1%
2%
0%
2%
Yahoo! 360 Flickr
13% 10%
MySpace 1%
F3. [SUMMARY – USER OF] Which of the following categories best describes your awareness or use of the following websites? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
57
Aware But Not Users of Social Media Sites – Segments Total (n=1350)
69%
Flickr
65%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
70% C
69% C
55%
85% ABCEF
68% C
71% C
63%
68% F
65% F
66% F
67% F
51%
52%
49%
52%
55%
51%
56%
51%
Yahoo! 360
50%
55% F
52%
47%
47%
49%
40%
49% CF
42%
37%
40%
50% CF
34%
Google +
43%
23%
21%
22%
17%
27% C
28% C
25%
YouTube
21%
18%
19%
16%
29% ABC
20%
29% AC
2% B
0%
1%
0%
0%
1%
MySpace 1%
F3. [SUMMARY – HEARD OF BUT NOT VISITED] Which of the following categories best describes your awareness or use of the following websites? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
58
Frequency of Visitation for Social Media Websites Daily
Less than weekly
47%
12%
Flickr 10%
28%
44%
28%
Youtube
28%
36%
36%
23%
35%
42%
Google +
22%
30%
48%
Yahoo 360
10%
27%
63%
Weekly
38%
42%
52%
F4. Which of the following statements would you say best describes how often you login or check your social networking account(s)? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Users of site (n=varies)
59
Frequency of Leisure Activities – Weekly A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
51%
56%
62% A
59%
56%
58%
54% DEF
47% EF
53% DEF
40%
30%
32%
29%
24%
23%
38% ABE
37% ABE
24%
34% B
Play games on mobile/cell phones
27%
28% D
28% D
43% ABDEF
14%
22%
17%
Doing crossword/Sudoku puzzles
26%
23%
23%
30%
35% AB
26%
26%
Total (n=1350) Running/walking for fitness/exercise
57%
Play games on Internet for fun
45%
Working in the yard/ garden
Playing cards/board games for fun, not money
18%
20% E
19% E
24% E
18% E
10%
15%
Biking/cycling
17%
16%
16%
29% ABDEF
11%
14%
15%
Visiting the mall
14%
7%
17% AD
29% ABDEF
9%
12%
12%
Sewing/doing crafts/ scrapbooking
13%
9%
14%
19% ADE
10%
11%
16%
Going to a bar/lounge with friends
13%
12% F
14% DF
27% ABDEF
7% F
8% F
1%
Going to the movies
8%
4%
7%
23% ABDEF
3%
4%
5%
Playing fantasy sports
8%
5%
9% DF
18% ABDEF
3%
8% F
1%
Golfing
6%
3%
6%
12% ABEF
7%
4%
4%
Bowling
5%
1%
6% AD
12% ABDE
1%
2%
5%
Camping/hiking/fishing
5%
2%
4%
12% ABDF
3%
6%
3%
F5. [SUMMARY – WEEKLY OR MORE] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
60
Frequency of Leisure Activities – Monthly or More Often Total (n=1350) Running/walking for fitness/exercise
70%
Play games on Internet for fun
58%
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
70%
71%
79% AEF
70%
65%
65%
65% DEF
64% DEF
74% ABDEF
47%
38%
38%
Visiting the mall
50%
42%
54% AD
66% ABDEF
44%
44%
43%
Working in the yard/ garden
49%
46%
46%
56% ABE
51%
44%
55%
39%
36%
36%
43%
47% ABE
35%
37%
37%
39% EF
38% E
50% ABDEF
34%
26%
27%
Going to the movies
35%
34% DF
36% DF
56% ABDEF
20%
31% D
22%
Play games on mobile/cell phones
35%
35% D
40% DEF
51% ABDEF
19%
27%
25%
Doing crossword/Sudoku puzzles Playing cards/board games for fun, not money
Going to a bar/lounge with friends
29%
30% DF
32% DEF
49% ABDEF
18% F
22% F
6%
Biking/cycling
28%
29% D
31% D
39% ADEF
18%
25%
21%
19%
29% ADE
28% AD
18%
19%
28%
15%
14%
13%
27% ABDEF
9%
10%
10%
Playing fantasy sports
13%
10%
16% ADEF
27% ABDEF
5%
9%
3%
Bowling
12%
8% D
14% AD
26% ABDEF
2%
8% D
9% D
Golfing
12%
9%
12%
22% ABDEF
12%
7%
6%
Sewing/doing crafts/ scrapbooking Camping/hiking/fishing
24%
F5. [SUMMARY – MONTHLY OR MORE] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
61
Frequency of Leisure Activities – Monthly A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
21%
20%
15%
19%
18%
14%
19% DF
16% F
13%
9%
15%
7%
10%
10%
10%
12%
9%
10%
6%
Going to a bar/lounge with friends
8%
8%
9% F
10% F
8%
6%
2%
Working in the yard/ garden
8%
8%
10%
7%
5%
8%
7%
Play games on Internet for fun
6%
4%
9% ADE
9% ADE
1%
3%
3%
Camping/hiking/fishing
6%
7% E
6% E
8% E
4%
2%
8% E
Biking/cycling
6%
6%
8% F
5%
5%
4%
2%
Running/walking for fitness/exercise
6%
7%
8%
6%
4%
4%
5%
Doing crossword/Sudoku puzzles
6%
9% E
6%
6%
6%
3%
8%
Sewing/doing crafts/ scrapbooking
6%
6%
10% CDE
4%
4%
4%
7%
Bowling
4%
4% D
6% D
9% ADE
0%
3% D
3% D
Golfing
3%
3%
4% E
6% DEF
1%
1%
1%
Playing fantasy sports
3%
3%
5% E
5% E
1%
<1%
1%
Play games on mobile/cell phones
3%
1%
5% AE
2%
3%
1%
1%
Total (n=1350) Visiting the mall
18% 15%
Going to the movies Playing cards/board games for fun, not money
F5. [SUMMARY – MONTHLY] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
62
Frequency of Watching Television Programs – Frequently/ Occasionally Total (n=1350)
83%
Local or national news
A
B
C
D
E
F
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
86%
54%
86%
85%
69%
87%
TV drama
69%
70%
72%
71%
74%
56%
63%
Movies aired on regular channels with commercial breaks throughout
69%
67%
75%
77%
68%
54%
64%
61%
71%
61%
66%
58%
52%
42%
59%
69%
54%
64%
65%
46%
49%
58%
58%
69%
56%
39%
46%
52%
44%
65%
41%
35%
30%
Sitcoms Sports Programs about current events
56% 46%
Reality-based programs Morning shows
43%
43%
42%
55%
47%
32%
42%
Game shows
42%
51%
47%
40%
35%
24%
33%
Shows about entertainers and celebrities
35%
39%
36%
55%
28%
23%
23%
Late night talk shows
34%
33%
37%
49%
28%
25%
24%
30%
29%
45%
24%
19%
22%
16%
18%
32%
14%
10%
26%
29%
Daytime talk shows Soap operas
19%
F6. [SUMMARY – FREQUENTLY/ OCCASIONALLY] Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
63
Frequency of Watching Television Programs Never Soap operas
Occasionally
Reality-based programs
33%
Shows about entertainers and celebrities
32%
Morning shows
31%
Game shows
Programs about current events
18%
Sitcoms
18% 14%
Movies aired on regular channels with commercial breaks throughout 10% Local or national news 7% 10%
23%
36%
23%
21%
35%
26%
31%
30%
21%
44%
25%
30%
39%
22%
14%
28%
31%
17%
20%
23%
26%
19%
11%
24%
32%
23%
Sports
10%
23%
21%
27%
9%
24%
30%
36%
10%
9% 20%
25%
46%
Late night talk shows
Frequently
13%
68%
Daytime talk shows
TV drama
Rarely
22%
61%
F6. Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents (n=1350)
64
Demographics
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Demographics Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
18 to 34
27%
24%
32%
37%
11%
32%
19%
35 to 54
33%
40%
34%
35%
30%
27%
17%
55+
39%
35%
33%
24%
59%
39%
61%
Male
49%
48%
49%
54%
44%
50%
41%
Female
52%
52%
51%
46%
56%
50%
59%
High school or less
21%
16%
21%
27%
25% A
18%
16%
Some post-secondary
63%
67%
64%
60%
57%
64%
69%
University or more
16%
18%
15%
13%
19%
18%
15%
Age:
Gender:
Education:
Continued...
Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
66
Demographics continued Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
No
78%
84%
77%
65%
89%
76%
74%
Yes
21%
15%
21%
34%
10%
21%
25%
Self-employed
8%
9%
9%
12%
5%
7%
7%
Working full-time (35+ hours/week)
31%
35%
29%
38%
21%
34%
18%
Working part-time (<35 hours/week)
9%
9%
11%
8%
10%
9%
9%
Homemaker
9%
7%
12%
6%
10%
6%
8%
Student
7%
7%
8%
7%
4%
12%
7%
Retired
24%
22%
20%
16%
35%
20%
45%
Not currently employed
11%
11%
10%
11%
14%
12%
4%
Hispanic:
Employment Status:
Continued... Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
67
Demographics continued Total (n=1350)
Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
1
21%
14%
23%
15%
31%
28%
22%
2
40%
43%
35%
36%
45%
43%
43%
3
18%
21%
20%
21%
14%
13%
18%
4
12%
15%
12%
19%
7%
7%
8%
5 or more
8%
7%
9%
8%
4%
9%
8%
Less than $20K
17%
13%
19%
20%
20%
16%
18%
$20K to $29K
10%
9%
7%
15%
11%
10%
8%
$30K to $49K
23%
24%
21%
24%
24%
19%
27%
$50K to $69K
17%
18%
20%
18%
17%
16%
10%
70K+
22%
28%
24%
13%
21%
25%
22%
Prefer not to answer
10%
9%
10%
11%
7%
14%
16%
Number of People in Household:
Household Income:
Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
68
Appendix
Nobodyâ&#x20AC;&#x2122;s Unpredictable
Gaming Motivations - % Agree (5,6,7) Apprehensive Regulars (n=350)
Self-Assured Realists (n=289)
For the chance to win a little bit of money
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
For the anticipation of winning
When the jackpot is high
83%
78%
69%
65%
66% 97%
61% 92%
72%
91%
58%
11%
49%
19% 73%
4% 68%
You can dream about what you would do
60% Because itâ&#x20AC;&#x2122;s easy to play
61%
56%
61%
58% 93%
90%
37% 1%
40% 10%
58%
56%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Indifferent Drop-ins (n=73*)
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
Continued...
* Small base size, interpret with caution. 70
Gaming Motivations - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Because you feel lucky that day
For entertainment or fun 64%
When you have spare change
53%
53%
51%
56% 92%
52% 88%
26%
86%
27%
11%
30%
3% 55%
0% 52%
Because it’s exciting
50% When it’s a special occasion
54%
48%
45%
50% 94%
84%
11%
24%
2%
7% 47%
47%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery – 2012 Segmentation
Indifferent Drop-ins (n=73*)
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
Continued...
* Small base size, interpret with caution. 71
Gaming Motivations - % Agree (5,6,7) continued Apprehensive Regulars (n=350)
Self-Assured Realists (n=289)
It’s completely impulsive
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
If you play you will eventually win
To support worthy causes
38%
Indifferent Drop-ins (n=73*)
31%
46%
37%
36% 74%
40% 78%
25%
77%
31%
5%
15%
9% 42%
0% 40%
For the challenge
38% If you don’t play you’ll miss your chance
25%
25%
38%
31% 81%
76%
12% 1%
20% 2%
35%
34%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery – 2012 Segmentation
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
Continued... * Small base size, interpret with caution. . 72
Gaming Motivations - % Agree (5,6,7) continued Apprehensive Regulars (n=350)
Self-Assured Realists (n=289)
As a distraction from everyday routines
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
You get an omen or sign that reminds you to play
20%
For a break in your day
18%
33%
15%
30% 72%
30% 66%
7%
73%
8%
5%
4%
0% 31%
0% 28%
You play in a pool or group with others 16%
27% After you see or hear advertising 12%
27%
26% 55%
5% 2% 24%
64% 3% 2% 24%
G1. Here are some reasons why people say they like to play lottery games or other gaming activities. Using a scale from 1 to 7, where 1 means you 'strongly disagree' with the statement and 7 means you 'strongly agree' with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Indifferent Drop-ins (n=73*)
Base: In Past 12 Months ever Spent Money/ever Played Games/Activities
* Small base size, interpret with caution. ** Very small base size, interpret with extreme caution. 73
Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Important money goes to a good cause
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
It’s up to individuals to control their gambling
90%
Prohibitionists (n=98*)
An appropriate way to raise revenue 93%
80%
77%
74%
95%
54% 96%
89%
86%
82%
72%
53%
74%
84% 85%
0%
63% 82%
Concerned many lottery players can’t afford it
14% 59% Lotteries are innocent forms of entertainment
37%
61% 61%
33%
52%
80%
54%
26%
52%
22% 80%
2%
53%
42%
Continued...
G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
74
Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Florida too dependant on Lottery for revenue
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
There is too much gambling in Florida
16%
5% 39%
29%
42%
29%
32%
18%
31%
20% 62%
79%
34%
24% I am morally opposed to gambling
More controls for where & when you can play 6%
2% 28%
23%
38%
21%
14%
7%
20%
18% 58%
78%
24%
19%
G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
75
Harmfulness of Gambling Activities – % Harmful (5,6,7) Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Any type of Internet gambling
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Resort Casinos eg. Reno, Las Vegas
Horse or dog-track betting
19%
12%
8%
55%
48%
29%
43%
27% 57%
25%
35%
32%
Prohibitionists (n=98*)
31%
25% 95%
24% 95%
43%
94%
35% Sports betting
32% VLT’s or Video Poker
7%
13% 42%
39%
23%
20% 40%
34%
22%
19% 96%
93%
32%
31%
Continued...
G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
76
Harmfulness of Gambling Activities – % Harmful (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Card Rooms
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Playing poker for fun on the Internet
Indian Casinos in Florida
11%
5%
10%
38%
40%
21%
33%
24% 38%
21%
22%
19%
30%
20% 89%
19% 93%
30%
Prohibitionists (n=98*)
76%
28%
27% Lottery draw games eg. Powerball, Florida Lotto
Cruise ship casinos 5%
<1% 34%
24%
20%
13%
14%
7%
13%
16% 89%
87%
24%
18%
Continued...
G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
77
Harmfulness of Gambling Activities – % Harmful (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Lottery Scratch-Off games
Gambling proceeds go to churches or charities
1%
3% 25%
Prohibitionists (n=98*)
19%
14%
13%
5%
12%
12%
6% 82%
77%
17%
16% Bingo
Raffles
2%
1%
15%
13%
13%
11%
4%
6%
4%
7% 66%
67%
12%
12%
G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
78
Lifestyle Statements - % Agree (5,6,7) Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Post secondary education essential for success
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Well informed about current events
85%
Prohibitionists (n=98*)
Dream about winning the lottery
74%
74%
67%
53% 91%
57% 87%
81%
92%
58%
66%
52%
81% 80%
63% 64%
Prefer to work quietly behind the scenes
51% 26% 17% 57% I believe in fate
53%
61%
51%
44% 69%
81%
60%
47%
48%
33%
53% 56%
42% 52%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
79
Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Most important education is outside school
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
People should have the right to potentially harm themselves
Balance potential losses and gains in money
49%
Prohibitionists (n=98*)
52%
47%
52%
41% 65%
36% 78%
42%
69%
40%
44%
35%
32%
47% 49%
44%
39% 48%
People deserve only what they work for
41% 46% I am an adventurer
44%
46%
41%
42% 61%
78%
45%
25%
43%
43%
47% 46%
42% 46%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
80
Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Enjoy life today â&#x20AC;&#x201C; without worrying about the future
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Everything is changing too fast today
44%
I like to win and feel I have beaten the world
33%
40%
Prohibitionists (n=98*)
54%
47% 75%
43% 72%
37%
81%
49%
37%
24%
29%
25% 45%
25%
42% 45%
21% 45%
I Often think to the past with regret
Things in my life are not as good as they once were
39%
42%
42%
41% 74%
66%
41%
48%
29%
28%
36% 44%
36% 44%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
81
Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
What you own says a lot about your success
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
I like discussions about how to spend money
31%
I like the challenge of going against the odds
34%
30%
37%
28% 67%
32% 68%
21%
72%
14%
32%
11%
27%
34% 36%
Prohibitionists (n=98*)
15%
36% 34% I am a generally lucky person
19% 33% Very important for me to feel a part of a group
32%
22%
28%
30% 62%
67%
16%
15%
20%
19%
29% 32%
30% 31%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
82
Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
I’m more experimental than traditional
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Not interested in financial gain – just avoid losses
27%
I often try new products before my friends do
22%
27%
25%
27% 62%
30% 53%
15%
57%
21%
22%
15%
24%
27% 30%
Prohibitionists (n=98*)
17%
34%
26% 29%
30% I often feel left out of decisions that affect me
I often buy new brands just to try them
14%
19%
29%
24% 46%
54%
15%
16%
16%
13%
23% 24%
9% 24%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
83
Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
I enjoy some element of danger in my life
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
Most nights I am out at a social event 4%
19%
11%
24%
39%
50% 2%
5%
10%
13%
8% 12%
13% 22%
Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
84
Attitudes Toward Technology - % Agree (5,6,7) Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
World seems closer thanks to the Internet
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
Technology works very well for me
78%
Prohibitionists (n=98*)
I feel comfortable with new technologies
76%
58%
64%
57% 83%
56% 81%
61%
83%
47%
50%
38%
58%
64% 66%
50%
55% 64%
Donâ&#x20AC;&#x2122;t want to think about technology, just want it to work
48% 58% I often seek advice when it comes to technology
54%
41%
44%
39% 61%
57%
60%
58%
44%
37%
59%
54%
52%
46%
Continued... G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
85
Attitudes Toward Technology - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Internet technology negatively affects social interaction
Cautious Traditionalists (n=195)
Indifferent Drop-ins (n=194)
More knowledgeable about technology than most
34%
Concerned about online financial transactions
41%
49%
28%
44%
52%
Prohibitionists (n=98*)
39% 60%
44%
61%
19%
38%
40% 37%
59%
28%
35% 41%
45% Others seek my opinion about technology
46% 39% Prefer newspapers and TV for news
35%
23%
36%
29% 62%
50%
13%
43%
23%
32%
35% 35%
45% 35%
Continued... G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
86
Attitudes Toward Technology - % Agree (5,6,7) continued Self-Assured Realists (n=289)
Apprehensive Regulars (n=350)
Passionate Gamers (n=223)
Cautious Traditionalists (n=195)
World would be fine without so much technology
Indifferent Drop-ins (n=194)
Prohibitionists (n=98*)
Sometimes I feel like a slave to technology
22%
25%
34%
35%
45%
42%
29%
27%
30%
24%
42%
30% 31%
32% Technology partly defines my self image
I like to be the first to try the latest technology
24%
24%
33%
25% 56%
53%
4%
7% 22%
20%
27% 29%
21% 26%
G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
* Small base size, interpret with caution.
87
Frequency of Play Once a week or more
Monthly
54%
Fantasy 5
21%
44%
Florida Lotto
41%
Powerball
40%
29%
Play 4
38%
34%
Scratch-Offs Lucky Lines Raffle (Millionaire, Firecracker, 6% etc)
30%
31% 27% 17% 15%
26%
29%
Mega Money
Cash 3
Less than monthly
28% 28% 31% 29%
29%
40%
36%
36%
42%
42% 76%
D6. On average, how often would you say you play ...? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: Past Year Players
88
Proportion of Any Florida Lottery Game Participation and Spending % of Population
% Past Year Lottery Players 4%1%
7%
16%
27%
% Past Year Spending on Lotteries 1% 14% <1%
25%
21% 14%
22%
33% 30%
% Past Month Lottery Players
14% 15%
26%
3% <1%
26%
25%
17%
Self Assured Realists
Apprehensive Regulars
Passionate Gamers
Cautious Traditionalists
Indifferent Drop-Ins
Prohibitionists
Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation
Base: All respondents
% Past Month Spending on Lotteries 2% 11% <1%
36% 31%
27%
23%
27%
89