WMS leverages our ongoing dialogue with players to ensure that our latest products and technologies are aligned with the shifting behaviors and preferences of today’s active gamblers. A key component of this dialogue is the 2011 WMS Active Gambler Profile™, an in-depth exploration of the lifestyles, leisure-time habits and gaming preferences of more than 3,800 active adult gamblers (players who visited a casino at least once in the last 12 months) in the U.S., Canada and Mexico.
In this month’s fifth and final column, we review the shifting landscape of values and lifestyle preferences among active gamblers, including their views on the economy, the impact of the recession on their lives and consumption habits, time pressures and their consumption habits related to leisure time. These insights will build upon last month’s column, where we reviewed the influence that today’s newest technologies—and in particular, social media—have on active gamblers, their daily lives and their purchasing behaviors, including gambling.
While the gaming industry has always been subject to the changing lifestyles and values of its customers, today’s environment presents a unique challenge to all participants in the industry, given the unprecedented speed at which the lifestyles and preferences of today’s active gamblers are changing. From the economy, to time pressures, to the proliferation of leisure options, today’s active gamblers are notably cautious, distracted and stressed.
Compared to five years ago, 78 percent of U.S. active gamblers believe that “people are enjoying life less,” while 75 percent believe “the world is a worse place” and 60 percent feel that “life has gotten harder.” No doubt, these views have been shaped by the lasting recession, high unemployment, continued declines in home values and diminishing net worth. The focus groups, included for the first time in the 2011 Active Gambler Profile survey, indicate that over the past few years consumers have become “more frugal” and “are watching [their] pennies more and cutting back on things [they] don’t necessarily need.”
While the five-year trends show a negative mood among U.S. active gamblers, there are some indications that their outlook is beginning to shift somewhat. In the 2011 AGP, active gamblers indicated that pressure related to stress and debt is less of a concern than it had been in the 2010 and 2009 profiles. In fact, far fewer of today’s U.S. active gamblers feel the need to reduce their debt level (34 percent in 2010 compared to 41 percent in 2009) or find ways of reducing stress in their lives (33 percent vs. 42 percent).
Economic factors remain the key areas of societal and personal concern among U.S. active gamblers. When asked about their primary societal concerns, active gamblers identified unemployment and health care (86 percent and 82 percent) as their top two areas of concern, ahead of declining social values and/or ethics (68 percent), terrorism (65 percent) and crime and/or violence (64 percent). On a personal level, the economy and health care were also key areas of concern (57 percent and 47 percent) compared to things such as personal wellness/health, the housing market and limited time (38 percent, 24 percent and 23 percent, respectively).
Economic pressures are not the only concerns weighing on active gamblers today. The perceived lack of time is also a significant concern in today’s environment (only money and financial security are things active gamblers want more of in life). According to the 2011 AGP, 45 percent and 33 percent of active gamblers, respectively, agree with the statement that “they are always doing more than one thing at a time” and the statement that they “feel they do not have enough time.” Focus group participants also view their lives as “busy” and “chaotic.”
However, as is the case with economic concerns, active gamblers are showing some improvement in their sentiment toward time deficiencies. Concerning the lack of time, responses across the board are slightly lower than in 2009. In particular, only 26 percent feel they need to find ways to manage their time more efficiently, compared to 38 percent last year.
Nowhere is the relaxation of pressure on active gamblers more evident than in their indication that they are happier than they were five years ago (74 percent). A full 53 percent agreed that “I am focusing more on controlling what I can and worrying less about things outside my control,” while 48 percent are embracing the present and living for today rather than planning for the future, compared to 44 percent in 2008. In addition, 27 percent are working fewer hours so they can have more time to enjoy life outside of work.
By player group, Avid gamblers (players with an annual gaming value of $2,501 or more) are less likely than Frequent gamblers (players with an annual gaming value of $500-$2,500) and Casual gamblers (players with an annual gaming value of less than $500) to desire more financial security (58 percent compared to 64 percent and 65 percent, respectively). However, Avids and Frequents are more likely than Casuals to want more happiness in their lives (32 percent, 30 percent and 26 percent, respectively). One note about the player group differences: Avids tend to be wealthier, feel more financially secure and be bigger risk takers than their counterparts.
As active gamblers remain challenged for time, how they spend their leisure time is a key consideration. When asked whether they would rather become more involved in the life of their neighborhood or community versus spend more time on entertainment, 66 percent of U.S. active gamblers chose entertainment. By player type, Avids are far more interested in entertainment activities than being involved in the community (76 percent) compared to Frequents or Casuals (68 percent and 57 percent, respectively).
With those who indicated that one or more of the societal concerns discussed above impact their daily lives, roughly half of U.S. active gamblers choose to relieve their stress by socializing with friends/family (52 percent), reading (49 percent), dining out (46 percent) or going to a casino (45 percent). At the same time, Avids are far more likely than Casuals and Frequents to go to casinos as an entertainment choice to relieve stress and frustration (74 percent compared to 21 percent and 53 percent, respectively). In fact, Avids listed going to a casino as their preferred method of seeking enjoyment in life when they feel stressed. Conversely, both Casuals and Frequents are more likely than Avids to socialize with friends/families (56 percent and 54 percent vs. 43 percent, respectively), exercise/play sports (33 percent and 30 percent vs. 24 percent, respectively) or volunteer (14 percent and 13 percent vs. 9 percent, respectively) when coping with difficult situations in life.
At WMS, we cultivate a culture of listening to players to ensure our products deliver the industry’s highest entertainment value. We believe that by understanding today’s active gamblers and their shifting lifestyles and values, we will create industry-leading content that engages existing players and attracts new players to our customers’ casinos.
It has been our pleasure to share with CEM readers the 2011 WMS Active Gambler Profile. The insights gained from this unique report serve as a foundation for our ongoing partnership with our customers. For more insights, visit our dedicated website at www.wms.com/cemagp. We’re staying in touch and listening to the voice of the player because helping you to do the same is our most critical mission. Are you prepared?
Product and service names mentioned in this article are trademarks of WMS.
Comments
Post new comment