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Colorado Lottery Tracking Study Presentation June 2011 (W2)

Colorado Lottery Tracking Study Presentation June 2011 (W2). for Colorado Lottery by Simon Jaworski. Colorado Lottery Tracking Study: Content - TBC. page Background , Objectives, Methodology, Sample 3 – 6 Key Findings & Recommendations 7 – 13 Ad Awareness 14 – 19

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Colorado Lottery Tracking Study Presentation June 2011 (W2)

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  1. Colorado Lottery Tracking Study Presentation June 2011 (W2) for Colorado Lottery by Simon Jaworski

  2. Colorado Lottery Tracking Study: Content - TBC page Background, Objectives, Methodology, Sample 3 – 6 Key Findings & Recommendations7 – 13 Ad Awareness14 – 19 Second Chance Drawings, Social Media, Website & Benefits 20 – 25 Lottery Playership26– 36 Scratch GAMES37 – 45 Multi-State Jackpot Games – Powerball & Mega Millions46 – 57 Other Drawing Games – Lotto, Cash 5, MatchPlay 58– 66 Millionaire raffle 67 – 69 Key Lottery Dynamics: Player Type, Day Played, Lottery opinions, Game Satisfaction ratings & demographics70– 77 Appendix 78 – 90

  3. Background • TRiG is conducting a point-in-time tracking study for Colorado Lottery and Cactus Marketing Communications: • Wave 1: April 18- April 26 • Wave 2: June 3- June 13 • TRiG has been conducting this study with the following focal points: • Data Continuity with historical Colorado Lottery tracking studies • Ensuring data collected online comports with previous RDD only studies • Managing sample to be reflective of overall Colorado population • This study collects a wide range of data regarding many different aspects of the following games:

  4. Objectives • There are two key goals for this Colorado Lottery Point-In-Time Tracking Study: • To give the Lottery and Cactus accurate and relevant information, to enable both parties to make sound business decisions based upon market trends. • To enable the Lottery to use the new Tracking Data in conjunction with the historical information captured over the previous Telephone Tracking Study, and to make both the study and the data a seamless integration into the lottery’s business plan, on a weekly, monthly and annual basis • Player Profiles • Based on their Gender, Age, Income, Education, Employment, Ethnicity, Language of preference for communications (e.g., Spanish) and Regionality. • Playership and Spending • Frequency of playership and the games they play • A composite profile of the “typical” Colorado Lottery player • To compare incidence findings of overall total playership, Frequent and Infrequent playership, and Non-playership (for all Lottery games) to previous waves of the Attitude & Usage study. • To uncover whether the rate of cross-playership has increased or decreased among Frequent (weekly and monthly) and Infrequent players; • To determine spending patterns for players of each Lottery game • To determine equity ratings for the various Lottery games and compare to previous waves

  5. Methodology • 601 Colorado respondents participated in a 15 minute survey in Wave 2 • 451 completed online • 150 completed by telephone interview • The respondents: • Must be older than 18 years of age • Must not have moral objections to Colorado running a state lottery • Must not work for an advertising agency, market research company, marketing consultant, any type of Lottery or a store that sells lottery tickets • Phone respondents must not have internet access • Questionnaire subject areas: • Demographics & Internet Usage • Participation in other gaming activities • Awareness of Colorado Lottery games, advertising and promotions • Playership of Colorado Lottery games: frequency of ticket buying, purchase motivations and barriers, influence of jackpot size, game equity • Impact of Mega Millions • Image perceptions of Colorado Lottery

  6. Sample Frame • W1 (N = 596 completes) • W2 (N = 601 completes) • Gender breaks W1 W2 Colorado Population • Female 51% 52% 51% • Male 49% 48% 49% • Age breaks (% of adult population) • 18-24 10%14% 11% • 25-34 17% 17% 20% • 35-44 17% 19% 20% • 45-54 24% 22% 20% • 55-64 17% 16% 14% • 65+ 15% 12% 15% • Race* • Caucasian 81%84% 84% • Asian 3%3% 3% • African American 5%5% 4% • Other 15%9% 10% • Ethnicity • Hispanic 21% 19% 21% • Not Hispanic 79% 80% 79% *Percentages total more than 100% as respondents were allowed to select more than one answer choice

  7. Key Findings

  8. Key Findings (1) – Ad Awareness • 68% of respondents recall viewing or hearing Colorado Lottery advertising within the past month, up from 63% in W1. • Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial. • MatchPlay Unaided Awareness is up significantly from 2% to 5% in W2. • MatchPlay aided Ad awareness is up significantly from 13% in W1 to 22% in W2. • Awareness of MatchPlay ads rose significantly for TV, In-Store Signs and Radio from W1 to W2. • MatchPlay playership is up significantly in W2 from 11% to 16% • Second Chance Drawing awareness is up significantly from 48% (W1) to 71% (W2). However, only around half of all respondents claim to be interested in participating in the second chance drawings in Colorado. • 2/3 of respondents are unaware of the “Play Responsibly” campaign, while ¾ of respondents are unaware of the “Problem Gambling” campaign

  9. Key Findings (2) – Proceeds, Playership & Purchasing • 39% of respondents believe that the Lottery provides a source of funding for maintenance of parks and recreation areas and other outdoor projects. • There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent. • Powerball has seen strong playership within the two waves, with Mega Millions playership falling in W2. Only 1/3 of the Colorado population have ever played Mega Millions! • Lotto still ranks as the 2nd most played Colorado Drawing game. • More than half of all respondents purchase tickets at convenience stores regularly • Around 1/3 buy at grocery stores, although this was significantly lower in W2. • Almost half of Past Year Lottery players have experienced an issue at a retail store. These issues are driven by out-of-stock Scratch Games, unknowledgeable staff or Game terminals/dispensers not working. • Close to two out of three total respondents indicated a likelihood to purchase Colorado lottery games in the future. • 1/5 stated they would be unlikely to purchase Colorado Lottery games in the future.

  10. Key Findings (3) – Scratch Games • Past week Scratch Game playership is up significantly in W2 from 30% to 39%. • 90% of Past Year players have played a $1 Scratch Game in the past year. • $5 tickets are purchased at higher frequencies on a monthly and annual basis than $3 tickets. Playership of $10 and $20 tickets are both up in W2. • Players in general are saying that they are spending less on Scratch Games on a year to year basis and this is driven primarily by the players having less money to spend. • The three key drivers for a Scratch Game purchase are ‘having spare money’, followed by ‘seeing the scratch tickets’ and also ‘feeling lucky’. • $55 is the average prize amount considered a “winning experience” across all Scratch Game players. • Awareness of the Second Chance Drawing for Instant Games has received a huge boost in Wave 2, up from 48% to 71%. • More than half of Scratch Game players who said they would take part in the 2nd chance drawing would be likely to increase their Scratch Game spend.

  11. Key Findings (4) – Multi-State Games • 28% of respondents claim to have played Powerball in the Past Month. • 43% of Powerball players will spend more as jackpot size increases • 1/3 of Powerball players who spend more when the jackpot size grows increase their spend when the jackpot hits either $100 or $150 million. • 34% of Mega Millions players spend more than $10 in a typical month (very similar to Powerball at 35%). • 67% of Mega Millions players spent $5 or less the last time they played (again very similar to Powerball at 70%). • Over half of all respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot! • Only 15% of those who play Powerball and Mega Millions will increase Mega Millions spend if jackpot is high, while also maintaining Powerball spend. • However, more Powerball players are now aware of Mega Millions in W2.

  12. Key Findings (5) – Games, Spending & Issues • 15% of respondents who have played CO Lottery games have purchased a Millionaire Raffle ticket. • There is a strong opportunity to increase Raffle playership in Colorado as 35% of CO lottery players express an intent to purchase Bonus Millionaire Raffle tickets in the near future! (A gap of 20% between actual play and intended play) • There is a 50-50 split between those that play the same games each week and those that change the games they play. • 56% spend the same amount on Lottery every week, regardless of the games played. 56% of respondents believe they will not increase their lottery spending. • Friday and Saturday are the most popular days to buy CO Lottery tickets. • There appears to be a strong opportunity to increase play on Tuesday’s (which has seen a significant dip in W2) to levels similar to Wednesday’s. • 44% agree the price of gas has directly lowered their spend on the Colorado Lottery in W2! • There is a 5:1 ratio of Positive to Negative feelings about the Colorado Lottery! Only 8% of the population have a negative feeling towards the Lottery.

  13. Key Findings (6) – The Powerball Future • 73% of Powerball players claim they would continue playing Powerball if it became a $2 game. • Only 11% claimed they would not play Powerball any more, with 16% undecided. • Just over half of Powerball players play PowerPlay in Colorado. • 2/3 of PowerPlay players say they would continue to utilize the PowerPlay feature even if the Powerball game moves to $2 price. • If Powerball went to a $2 game, 15% of Powerball players would increase spend overall and 20% would decrease spend overall. • 54% of players would spend roughly the same on all games, including Powerball, if Powerball increase to $2. • Of these 54%, 35% of these players would keep their spending across all games the same, and 19% would alter their levels by game.

  14. Recommendations • Game Awareness, Ad Awareness and understanding of Mega Millions should be the #1 priority for the Colorado Lottery moving forward, as there is a great opportunity to increase player penetration. Once Lottery players actually play Mega Millions, the spend peripherals and patterns are similar to Powerball. • Looking at days where Players claim to play, the largest opportunity to increase Lottery purchases is Tuesday. Weekends and Wednesdays are already strong (as with most historical Powerball states). This can go hand in hand with Mega Millions. • There is a strong opportunity to increase Raffle playership in Colorado, with the last Raffle game only purchased by 15% of the population. 40% of CO lottery players express an intent to purchase Bonus Millionaire Raffle tickets in the near future, so an extra 25% of Lottery players claim they will Probably or Definitely play the Bonus Millionaire Raffle, compared to the last Raffle. • There appears to be a strong case for an increased use of Social Media in Lottery communications, specifically to ensure enough of the youngest age group, 18-34 year olds, are aware of Colorado Lottery games, promotions and jackpot sizes. • There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent.

  15. Ad Awareness

  16. Past Month CO Lottery Ad Awareness • 68% of respondents recall viewing or hearing Colorado Lottery advertising within the past month. • This is back to 2010’s equivalent wave of 69% and up from W1 ‘11. (n = 596) (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q1. In the past month have you seen or heard any advertising for Colorado Lottery games?

  17. Games Advertised Past Month – Unaided Ad Awareness Total Market • Powerball advertising has produced the strongest past month unaided recall, at almost twice the level of the remaining games. • MatchPlay Unaided Awareness is up significantly from 2% to 5% in W2. W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q2. Please list which Colorado Lottery games you have seen advertised in the past month?

  18. Games Advertised Past Month – Aided Ad AwarenessTotal Market • MatchPlay aided Ad awareness is up significantly from 13% in W1 to 22% in W2. • Almost half of all respondents stated that they had seen or heard ads for Powerball and Scratch Games in the past month. W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

  19. Games Advertised Past Month – Total Ad AwarenessTotal Market • The strongest performing games in Past Month Ad awareness are still Powerball and Scratch Games, although MatchPlay is now higher than Cash 5 in W2. W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q2. Please list which Colorado Lottery games you have seen advertised in the past month? Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

  20. Source of Advertising Awareness Past Month • Awareness of MatchPlay ads rose significantly for TV, In-Store Signs and Radio from W1 to W2. • TV advertising was the most noted channel for creating Ad awareness for the Colorado Lottery, with Billboards and Point of Sale messaging follow as leading drivers of awareness. Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q4. Where did you see or hear the advertising for the games below, in the past month?

  21. Colorado Lottery Second Chance Drawings, Social Media, Website & Lottery Benefits

  22. Second Chance Drawing • Second Chance Drawing awareness is up significantly from 48% (W1) to 71% (W2) • However, only around half of all respondents claim to be interested in participating in the second chance drawings in Colorado. Awareness of Second Chance Drawing Likely to Participate in Second Chance Drawing (n = 596) (n = 601) (n = 596) (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing Scratch tickets for an opportunity to still win prizes from a separate drawing? Q6. Are you likely to participate in a Colorado Lottery Second Chance Drawing?

  23. Social Media Websites Used • ¾ of respondents utilize social media • 60% are Facebook users. • Both YouTube and Twitter have seen significant increases from W1. • Social Media users skew younger. W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q7. Which of the following Social Media websites do you actively use (or visit frequently)?

  24. Colorado Lottery Website • One in three respondents has been on the CO Lottery website in the past month. • More than half of all respondents have never visited the website. • Over half of the past month website visitors noticed the website redesign. Last Website Visited Noticed Website Changed (Website visitors – Past month) (n = 596) (n = 601) (n = 192*) (n = 191*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have visited the CO website in the past month Q8. Which of the following best describes when you last visited the Colorado Lottery website? Q9. Did you notice that the Colorado Lottery website has changed recently?

  25. Rating of Colorado Lottery Website Design • The website redesign was widely viewed as an improvement with 55% of respondents who have seen it giving it a rating of 8 or higher on a scale of 1 to 10. Mean Rating: 7.6 7.5 Top 3 Box: 57% 55% (n = 276*) (n = 283*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have visited the CO website Q10. On a scale of 1 to 10, where 10 is an excellent website that offers you everything you need to know about the Colorado Lottery and its games, and is easy to use, and 1 is a poorly designed website that is difficult to use, how would you rate the Colorado Lottery website?

  26. Main Benefits of CO Lottery for the Residents of CO • 39% of respondents believe that the Lottery provides a source of funding for maintenance of parks and recreation areas and other outdoor projects. • There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent. (n = 596) (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q11. When you think about the Colorado Lottery, what are the main benefits for the residents of Colorado that come to mind?

  27. Lottery Playership

  28. CO Lottery Games - PlayershipTotal Market • 75% of respondents have played CO Lottery games ever in W2. • Scratch Games and Powerball have the highest playership, with only 1/4 of the population claim to have played Mega Millions in W2. • MatchPlay playership is up significantly in W2 from 11% to 16% Games Ever Played Ever Played CO Lottery Games W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q13. Have you ever played any of [these] Colorado Lottery games? Q14. Which Colorado Lottery games have you ever played?

  29. CO Lottery Games - PlayershipAmong Ever Played Colorado Lottery • Of the respondents have player CO Lottery games, three out of four have played Scratch Games and/or Powerball. • There remains a big opportunity to increase trial in Mega Millions. Ever Played CO Lottery Games Games Ever Played W1 (n = 596) (n = 462*) W2 (n = 601) (n = 449*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have ever played CO lottery games Q13. Have you ever played any of [these] Colorado Lottery games? Q14. Which Colorado Lottery games have you ever played?

  30. Games Played In …TOTAL MARKET • 2/3 of total respondents have played CO Lottery in the past year. • Over half of all respondents played at least one game in the past month. … Past Year … Past Month … Past Week 69% May-10 W1 (n = 596) W2 (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

  31. Games Played In …Among Players within each time period • Powerball has seen strong playership within the two waves, with Mega Millions playership falling in W2. • Lotto still ranks as the 2nd most played Colorado Drawing game. … Past Year … Past Month … Past Week W1 (n = 409*) W2 (n = 394*) W1 (n = 460*) W2 (n = 444*) W1 (n = 317*) W2 (n = 305*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played CO lottery games ever /past year/month Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

  32. Outlets Where CO Lottery Tickets Purchased RegularlyTOTAL MARKET • More than half of all respondents purchase tickets at convenience stores regularly • Around 1/3 buy at grocery stores, although this number was significantly lower in W2. W1 (n = 596) W2 (n = 601) Multiple answers accepted 35% did not state an answer Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

  33. Issues Faced at Lottery Retail Stores • Almost half of Past Year Lottery players have experienced an issue at a retail store. • These issues are driven by out-of-stock Scratch Games, unknowledgeable staff or Game terminals/dispensers not working. W1 (n = 409*) W2 (n = 394*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played CO lottery games in the past year Q19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?

  34. Likelihood to Purchase CO Games in the Future • Close to two out of three total respondents indicated a likelihood to purchase lottery games in the future. • 1/5 stated they would be unlikely to purchase in the future. Mean Rating: 3.9 3.8 Top 2 Box: 67% 63% (n = 596) (n = 601) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level 5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not Purchase Q23. How likely are you to purchase Colorado Lottery games in the future?

  35. Scratch Games

  36. How Often Play Scratch Games • 71% of scratch players have played within the past month in W2. • Past week playership is up significantly in W2 from 30% to 39%. W2 (n = 279*) W1 (n = 287*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Scratch games in the past year Q24. How often do you play Scratch games? Would you say you play?

  37. How Often Purchase Scratch Game Tickets • 90% of respondents have played $1 Scratch Game in the past year • $5 tickets are purchased at higher frequencies on a monthly and annual basis than $3 tickets. • Playership of $10 and $20 tickets are up in W2. $1 $2 $3 $5 $10 $20 W1 (287*) W2 (279*) W1 (287*) W2 (279*) W1 (287*) W2 (279*) W1 (287*) W2 (279*) W1 (287*) W2 (279*) W1 (287*) W2 (279*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Scratch games in the past year Q25. Which of the following best describes how often you purchase each of the following prices of Scratch Game tickets?

  38. Amount Spent on Scratch Games… • Both average spend and spend per month are up from W1 to W2. • Half of all players spent less than $5 the last time they played Scratch Games, • Almost half of all players spend more than $10 in a typical month. … Last Time Played … In Typical Month Mean: $10 $11 Mean: $21 $24 (n = 287*) (n = 279*) (n = 287*) (n = 279*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Scratch games in the past year Q26. How much did you spend the last time you played Scratch games? Q27. Approximately how much do you spend on Scratch Games in a typical month?

  39. Spending More or Less on Scratch Games • Players in general are saying that they are spending less on Scratch Games on a year to year basis. Total A Past Week B Past Month C Past Year D ACD CD b B b B W1 (287*) W2 (279*) W1 (87*) W2 (110*) W1 (106*) W2 (88*) W1 (90*) W2 (76*) Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level *Base=Respondents who have played Scratch games in the past year Q28. Would you say you are spending more, less, or about the same on Scratch games, as you were a year ago?

  40. Why Spending Less on Scratch Games • Having less money available to spend is the key driver behind decisions to spend less on Scratch Games Total A Past Week B Past Month C Past Year D B B c C C c C W1 (n = 38*) W2 (n = 30*) W1 (n = 20*)^ W2 (n = 25*)^ W1 (n = 36*) W2 (n = 31*) W1 (n = 97*) W2 (n = 87*) Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level ^Caution: Small base size *Base=Respondents who are spending less on Scratch Games Q29. Why are you spending less on Scratch games? Is it because…?

  41. Importance When Deciding to Buy Scratch Games • Having spare money is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky. Total A Past Week B Past Month C Past Year D D C CD D d D D D W1 (n = 87*) W2 (n = 110*) W1 (n = 90*) W2 (n = 76*) W1 (n = 287*) W2 (n = 279*) W1 (n = 106*) W2 (n = 88*) Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level * Base=Respondents who have played Scratch games in the past year Q30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been important to you in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.

  42. Importance When Deciding Which Scratch Games to Buy • Ticket prices, the numbers of chances to win and bonus features are the most important factors in Scratch Game selection Total A Past Week B Past Month C Past Year D CD d aD D acD D D D CD D D D ACD d D d D D D AcD D W1 (n = 287*) W2 (n = 279*) W1 (n = 90*) W2 (n = 76*) W1 (n = 87*) W2 (n = 110*) W1 (n = 106*) W2 (n = 88*) Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level *Base=Respondents who have played Scratch games in the past year Q31. Below is a list of reasons that may be important when you’re deciding WHICH Scratch ticket to buy. Please indicate whether any of the following reasons are important to you in choosing which Scratch games to play.

  43. Prize Amount that is a Winning Experience for Scratch Games • $55 is the average prize amount considered a “winning experience” across all Scratch Game players. Total A Past Week B Past Month C Past Year D W1 (287*) W2 (279*) W1 (87*) W2 (110*) W1 (106*) W2 (88*) W1 (90*) W2 (76*) *Base=Respondents who have played Scratch games in the past year Q32. When you play Scratch games, what prize amount do you have to win before you feel like you have had a winning experience?

  44. Multi-State Games Powerball

  45. How Often Play Powerball • Two-Thirds of Past Year Powerball players have played within the Past Month. W1 (n = 279*) W2 (n = 257*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Powerball in the past year Q33. How often do you play Powerball? Would you say you play?

  46. Amount Spent on Powerball… • 1/3 of all Powerball players typically spend more than $10 in a month. • Almost three quarters of players spent $5 or less the last time they played. … Last Time Played … In Typical Month Mean: $8 $7 Mean: $15 $15 (n = 279*) (n = 257*) (n = 279*) (n = 257*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Powerball in the past year Q34. How much did you spend the last time you played Powerball? Q35. Approximately how much do you spend on Powerball in a typical month?

  47. Importance When Deciding to Buy Powerball • Size of jackpot is the key influencer of decisions to purchase Powerball tickets, but it is closely followed by players ‘having spare money’ and ‘feeling lucky’. Total A Past Week B Past Month C Past Year D D B D D C d W1 (n = 92*) W2 (n = 81*) W1 (n = 97*) W2 (n = 81*) W1 (n = 87*) W2 (n = 94*) W1 (n = 279*) W2 (n = 257*) Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level *Base=Respondents who have played Powerball in the past year Q36. Please think about the last time you bought Powerball. Which, if any, of the following reasons was important or not important in deciding to buy Powerball?

  48. At What Jackpot Amount Do You Begin Playing Powerball • More frequent players are less motivated by increasing jackpot sizes • Weekly players are more motivated to play in $20-30 million jackpots • About a quarter of Powerball players who are lapsed players (not played in the past month) wait until the Powerball jackpot hits $100m. Total A Past Week B Past Month C Past Year D B B b BC ABC Mean: 63.8 56.0 39.3 37.6 60.4 51.2 90.1 81.7 b BC b B BC CD D D D BC W1 (279*) W2 (257*) W1 (97*) W2 (81*) W1 (87*) W2 (94*) W1 (92*) W2 (81*) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level Capital letters indicate a significant difference across player groups at the 95% confidence level Lowercase letters indicate a significant difference across player groups at the 90% confidence level *Base=Respondents who have played Powerball in the past year Q37. At what jackpot amount do you begin playing Powerball?

  49. Jackpot Amount Spent • 43% of players will spend more as jackpot size increases • 1/3 of players who spend more when the jackpot size grows increase their spend when the jackpot hits $100 million +. Spend More as Jackpot Grows Amount at Which Spend More W1 Mean Rating:Total = 99.2 (n = 279*) (n = 119**) W2 Mean Rating:Total = 81.6 (n = 257*) (n = 110**) Note: Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence level Arrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level *Base=Respondents who have played Powerball in the past year ** Base=Respondents who spend more on Powerball tickets as the jackpot grows Q38. Do you typically spend more on Powerball tickets as the jackpot grows? Q39. At what jackpot amount do you start to spend more on Powerball?

  50. Mega Millions

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