In Australian and New Zealand, gambling remains a hugely popular activity among the adult population. Roy Morgan has recently delved into the New Zealand gambling market to determine just how Kiwi punters are spending their money. According to the report, 3 in 5 New Zealand players gamble in some form. Whether it is buying lottery tickets, playing pokies or betting on horse races, 60% of Kiwis like to punt on games of luck.

This is actually a decline in gambling activity, as 65% of New Zealand adults gambled in 2010. During any given three-month period, 53% of Kiwis buy lottery tickets, 23% buy scratch tickets and 8% play pokies. The goal of the research was to determine which types of gambling are more popular among certain demographics.

Roy Morgan’s Helix Personas segmentation tool divides New Zealand residents by their income, spending habits, education and many other aspects of their lives. The research firm then uses these personas to categorise certain types of gambling activities. The report found that the lottery and pokies appealed to older, lower income individuals that fit into the Battle, Getting By and Golden Years personas.

Online gambling is mostly carried out by younger, more affluent individuals in the Young and Platinum category. These highly educated, high income individuals gamble online 77% more than the average resident. Individuals that fit into the Quiet Achievers category are also more interested in gambling online than at land-based pokie clubs.

“Our research clearly shows that many different types of people gamble, and different forms of gambling appeal to diverse sets of New Zealanders,” says Pip Elliott, General Manager of Roy Morgan Research NZ. This type of research provides valuable insight into gambling spending in New Zealand.

By demonstrating which demographics are attracted to certain types of gambling, this study offers up a great understanding of the local gambling market for gambling operators and lawmakers.

About the Author

George Anderson
Author George, has over 25+ years’ experience in the Pokies and Casinos industry throughout Australia and New Zealand. Loves to research new Pokies games on the block and follows announcements from top industry providers about their upcoming releases. As soon as a new interesting pokie game appears on his radar, George is there to check it out and give you the scoop before anyone else and tell you about all casino sites where can play the latest game. Before this gig, George worked as Pokie game tester, making him an ideal candidate for this genre of work. He is also an animal lover and a proud owner of three dogs.