Online Gambling Demographics Skew Slightly Towards Higher Earners
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In the UK, the poor play online games and slots just as often as the wealthy. In the US, 26% of those with an annual income of $100,000 or more gamble online, but only 23% who make less than $25,00 do the same.
US and UK studies involve different methodologies. US stats lump all forms of online gambling together. UK numbers treat online sports betting separately from the casino vertical. Online sports gambling does show a correlation with income.
Lottery games win in the US and UK. In both countries, the affluent are the most likely cohort to buy tickets.
Online gambling demographics are skewed towards higher earners. 68% of American lottery ticket buyers earning $100,000 or more bet on lottery, compared with 61% low-income ticket buyer.
Online sports betting is the second most popular game in the UK. Almost twice as many wealthy Brits place online sports bets (12%) as the poor (7%).
YouGov says the wealthy bet more and play more often. 42% of those earning $49,999 or less a year place sports bets in the US. 28% making $150,000 or more bet on sports in a calendar year.
YouGov reports that 16% of wealthy Brits feel more engaged with sports than 4% overall. 6% spend at least £100 a month on online bookmakers.
In the US, online gambling is more popular among the rich. In the UK, the study shows that the wealthy play online games and slots as often as the poor. In US 26% of those earning more than $100,000 gamble online in one form or another. Sports betting is even more common among those with incomes of $150,00 and above.
Online gambling is a great equalizer between the rich and the poor. Wagers can be smaller than those required in retail casinos. Connecticut Lottery Corporation’s PlaySugarHouse Sportsbook saw wagers average $45 during the soft launch in October.
