Community Attitudes to Sports Betting April 2011
About the Daymark Community Monitor Daymark is a specialist public relations agency which helps clients navigate their way through tough reputational issues. This survey is the first in a regular series of community monitors that looks at the community view of emerging public issues. Emerging public issues are ones that are just appearing on the radar of organisations, regulators or government. They are issues which have the potential to significantly damage the reputation of institutions held close to the heart of the Australian public. The aim of the Daymark Community Monitor is to inform the debate around emerging community issues so they can be addressed in a common sense way before they significantly impact the reputation of companies and governments and begin to erode community trust. Community attitudes to Sports Betting Daymark Public Relations 2
Executive summary Sports betting in Australia has evolved at a rapid pace. The rise of the internet has seen a whole new on line sports betting industry emerge. Daymark Community Monitor identifies at least 30 on line betting agencies competing for a share of the sports betting dollar on Australian sporting events. Our most popular sporting codes have been at the forefront of its activity but its reach has also extended to wagering opportunities in sports that haven t been the focus of gambling before. The rapid increase in sports betting raises questions but have people noticed How many people participate and how often? Are they concerned about the increase? Where do people get their information on sports betting? What sporting code is seen to be leading the charge? The purpose of this survey is to ask those questions, to shine a light on what people are really thinking and to ascertain whether there are any lessons for betting agencies, regulators, or sporting codes. The Daymark Community Monitor surveyed 1500 people and found that: Sports betting is a relatively popular activity with almost 48 per cent of respondents indicating that they had participated in sports betting. Victorians were the most active 53% whilst South Australia at 36% the least interested. While participation is high, the frequency of participation is low with over 80 per cent of respondents either never or rarely participating in sports betting. There is an overwhelming public recognition or perception that the level of sports betting has increased with 73 per cent of respondents of the view that it had increased in recent years. The level of promotion of sports betting is seen to be a problem with over 75 per cent of people not wanting to see any more promotion and 37% being concerned or very concerned that there was too much promotion. The concern that sports betting could be a problem for some people (59%) was far more prevalent than the view that it was just harmless fun (21%). Almost a third (31%) of respondents agreed with the statement that sports betting is a waste of money. No single sporting code is seen to dominate the sports betting market both major football codes are equally associated with sports betting at 28%. There is no dominant information source for sports betting (or where people hear most about sports betting) Community attitudes to Sports Betting Daymark Public Relations 3
Overall the key finding of the Daymark Community Monitor is that there is a strong perception that the promotion of sports betting is becoming excessive and that concern around sports betting has substantial momentum as a community issue. Introduction In recent years there has been a rapid rise in the promotion of sports betting in virtually all televised or radio covered sports in Australia. This follows overseas experience where there has been an explosion in the level of on line gaming over the past decade and with it an increase in the level of wagering on the outcomes of sporting events. New wagering opportunities in sports previously untouched by gambling are finding their way into Australia. The level of promotion and the new product offering seems to be based on an assumption (made by sporting organisations, new gaming businesses and the media) that there is a general community acceptance of sports betting. This hasn t been tested in any publicised way, nor has the attitude of regulators and key opinion leaders until now. There is a strong potential for community backlash if the parameters around the promotion and offering of sports betting aren t in line with community attitudes. There has already been a lot of disquiet about the influence of sports betting and athletes and teams throwing games. The emergence of sports betting runs counter to the pressures that are being felt by other gambling activities. Anti gaming groups have strongly campaigned against Electronic Gaming Machines (EGMs) and successfully forced governments and gaming venues to focus on responsible gaming measures at considerable expense they have had to change their floor plans, improve lighting, and are considering the introduction of betting limits. The Daymark Community Monitor investigates whether the rapid changes that are taking place are in line with community attitudes: whether the community thinks there is a problem with more sports betting, whether they have identified the limits and whether those limits are in line with the reality. Community attitudes to Sports Betting Daymark Public Relations 4
About the survey An online survey of 1502 respondents across all Australian States was conducted by The Digital Edge on behalf of Daymark Community Monitor over the period 1 st to 3 rd March 2011. The sample was evenly spread by State population share and was comprised of 51 per cent female and 49 per cent male respondents. The respondents were asked questions pertaining to: The frequency of their participation Their views on sports betting The source of their information on sports betting The sport they most associate with sports betting Their perception as to whether the level of (promotion) of sports betting has increased The level of concern on the level of promotion What is sports betting? Sports betting involves staking something of value on the outcome of a particular sporting event. Sports betting is a form of wagering but for the purposes of this report and consistent with industry definitions we try to distinguish between sports betting and wagering on racing. Today sports betting is generally driven through on line activity and this has enabled the breadth of betting activity to increase across a greater range of sports. For example recent media reports have Community attitudes to Sports Betting Daymark Public Relations 5
observed that TAB Sportsbet has received permission from the NSW government to offer odds on the winner of the men's surfing title 1 The rise of sports betting in Australia A relatively recent phenomenon in Australia (at least as a regulated activity) sports betting was illegal until the 1980s, although this did not stop many Australians from betting on cricket, football, boxing and other sports. Internet sports betting was legalised in the Northern Territory in 1996 and subsequently in other states 2. Indeed the opportunities presented by the internet and the success of on line wagering have seen a steady increase in the number of sports betting agencies with an on line presence. Today there are at least 30 on line bookmakers with a focus on Australian sporting events other than horse racing. They include: www.betezy.com.au www.betfair.com.au www.sportingbet.com.au www.sportsbet.com.au www.centrebet.com www.sportsbettingaustralia.net (betfair) www.sportspunter.com.au www.backawinner.com.au/ www.iasbet.com www.thetote.com.au www.aussportsbetting.com www.ozbet.com.au www.sportbetaustralia.com.au au.888.com/sport www.betsports.com.au www.gamblingaustralia.com.au www.sportspunter.com www.betezy.com.au www.canbet.com.au www.onlinebettingaustralia.com www.pinnaclesportsdirect.com/au/ www.ozepunting.com (betting tips website) www.luxbet.com www.betchoice.com www.betshop.com.au www.allbets.com.au unitab.com www.championpicks.com.au www.tab.com.au www.dialabet.com.au www.bet247.com.au www.betstar.com.au www.sportsalive.com www.sportsbettingbookmakers.com.au (guide: links through to sportingbet.com.au) http://www.sportbetaustralia.com (guide: links through to sportsbet.com.au and centrebet.com) Participation in sports betting Recent studies indicate that sports betting only comprises between 8 and 10 per cent of the overall gambling industry (by value). While sports betting represents a small percentage of the overall gambling dollar the survey shows that it is relatively popular activity. 1 The Australian, Online gambling drops in on pro surfing March 5 2011 2 Australian Gambling Comparative History and Analysis, Victorian Commission for Gambling Regulation August 2010 Community attitudes to Sports Betting Daymark Public Relations 6
Almost 48 per cent of respondents indicated that they had participated in sports betting with males (54%) far more active than female respondents (42%). Victoria was the most active sports betting State in Australia (53%) whilst South Australia (36%) was the least active. The results indicate that the higher the income the greater the likelihood of participation. Not unexpectedly those on incomes of $80,000 or higher (57%) were more likely to participate than those on incomes $40,000 or lower (44%). While over 50% of respondents had experienced sports betting they were not inclined to do so often. Indeed over 80% of respondents either never or rarely participated in sports betting. Of the respondents only 3.5% were frequent participants. These results indicate that while people are quite prepared to flutter they are very reluctant to routinely participate in sports betting activity. While there is no time series data to measure the extent of the increase in participation over recent years there is an overwhelming public perception that sports betting has increased. Community attitudes to Sports Betting Daymark Public Relations 7
A total of 73% of respondents indicated that they felt that sports betting had increased in recent years. This result was almost uniform across all States the only outlier was WA (67%). This strong and uniform perception of a sports betting increase does run contrary to the profile of the willing but infrequent participant. This is possibly explained by an increased level of promotion the increase in betting outlets. Promotion of sports betting The results indicate that there is strong view from respondents that they do not want to see any further increase in sports betting promotion. Only 3% of respondents wanted more promotion while over 76% (combined) did not want to see any more promotion. Importantly the 39% of people who are not concerned, but would not like to see more (promotion) indicates a high level of latent concern about the promotion of sports betting. Of those that did not want to see any more promotion almost 37% were either concerned or very concerned that there was too much sports betting promotion with almost 19% agreeing with the statement that I m very concerned sports betting seems to be everywhere. Community attitudes to Sports Betting Daymark Public Relations 8
Concern about sports betting The survey results indicate a strong level of concern about the impact of sports betting. While only 13% of respondents went so far as to agree with the statement that sports betting is everywhere and the government needs to do something about it, 59% of respondents indicated that sports betting could be a problem for some people. This concern was shared equally among males and females. There does not appear to be a strong positive response in favour of sports betting. While 21% thought it was harmless fun, over 31% thought that it was waste of money which goes some way to explain the common but infrequent participant in sports betting. 17% of respondents agreed that sports betting was not as bad poker machines. Community attitudes to Sports Betting Daymark Public Relations 9
Sporting codes most associated with sports betting There is no clear leader amongst the sporting codes when it comes to being identified with the increased level of promotion for sports betting. Both major football codes (AFL and NRL) are equally associated with sports betting reflecting a similarity in the sports betting promotion strategies for both sports. What does all this mean? There is substantial momentum in sports betting as a community issue. Three conclusions can be drawn from this Daymark Community Monitor. First, people have noticed the increased insurgence of sports betting and its promotion and are concerned about it to a point where three out of four people do not want to see any further increase in promotion. Second, nearly three in five people have recognised the potential social impact of sports betting, that is, it could be a problem for some people. Finally, people associate sports betting with particular sports. Concern about sports betting is only a generic concern to a certain point and particular sports are noticeable for their involvement beyond that point. Community attitudes to Sports Betting Daymark Public Relations 10
These conclusions present a considerable challenge for all sporting codes that promote sports betting and cross promote sports betting agencies. The audience has noticed, is concerned and knows the sports involved. The link between the activity and the potential for a detrimental impact on the community is also well established in the mind of a significant portion of the community. The challenge for all sporting codes is therefore this: can you associate with sports betting with out suffering the reputational damage of being associated with what a majority of the public perceive as an activity that could causes social harm? Community attitudes to Sports Betting Daymark Public Relations 11
Questionnaire Conducted by The Digital Edge for Daymark on 1 st to 3 rd March 2011 1. Have you ever participated in sports betting? (SINGLE RESPONSE) a) Yes b) No 2. How often do you participate in sports betting? (SINGLE RESPONSE) a) Never b) Rarely c) Sometimes d) Often 3. Which statement most closely matches your view on sports betting? (MULTIPLE RESPONSE) a) It is a waste of money b) It s harmless fun c) It s not as bad as poker machines d) Could be a problem for some people. e) It s everywhere and the government needs to do something about it. f) Other (Please specify) 4. Where do you get most of your information about sports betting? (SINGLE RESPONSE) a) Internet b) Sports programs on Television c) Sports programs on radio d) TAB outlets e) Pubs or Clubs f) Other (Please specify) g) I don t look for information about sports betting 5. What sport do you associate most with sports betting? (SINGLE RESPONSE) a) Cricket b) AFL Football c) NRL Rugby d) FFA Soccer e) Other (Please specify) 6. Over recent years do you think that the level of betting on sports has a) Increased b) Stayed the same c) Decreased 7. What statement best reflects your views on the level of promotion of sports betting? a) I d like to see more of it. b) I m not concerned, things are about right c) I m not concerned, but I would not want to see any more promotion d) I m concerned there is much more talk about sports betting than there used to be. e) I m very concerned sports betting seems to be everywhere. Community attitudes to Sports Betting Daymark Public Relations 12
QUESTION 1 Participated In Sports Betting Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Yes 698.00 47.49% 53.26% 41.83% 698.00 51.67% 51.35% 57.16% 53.26% 46.90% 41.30% 43.49% 41.18% 47.84% 42.14% 29.00% B N N IJKMN IKN N N No 804.00 52.51% 46.74% 58.17% 804.00 48.33% 48.65% 42.84% 46.74% 53.10% 58.70% 56.51% 58.82% 52.16% 57.86% 71.00% A FG F FG F DEFGHL Age Range Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Yes No Participated In Sports Betting Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Yes 698.00 48.30% 52.98% 43.56% 35.50% 48.89% 45.48% 698.00 46.10% 50.03% 507.00 43.65% 56.80% 698.00 51.40% 45.28% S RS S Y c No 804.00 51.70% 47.02% 56.44% 64.50% 51.11% 54.52% 804.00 53.90% 49.97% 547.00 56.35% 43.20% 804.00 48.60% 54.72% Q PQT a b QUESTION 2 Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Age Range Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Frequency Sports Bet Never 705.00 46.01% 40.61% 51.31% 705.00 39.82% 42.73% 36.12% 40.32% 44.88% 49.85% 51.82% 51.43% 48.32% 54.04% 69.22% A F DFG DF DFG DEFGHIJKL Rarely 502.00 34.14% 32.91% 35.34% 502.00 45.45% 36.63% 38.67% 37.57% 28.20% 30.60% 29.67% 35.32% 31.17% 26.42% 16.14% HIJLMN N MN N N N N Sometimes 243.00 16.33% 20.73% 12.02% 243.00 12.15% 16.53% 21.90% 17.88% 20.89% 14.31% 17.94% 11.32% 16.44% 17.29% 8.40% B DKN DKN Often 52.00 3.52% 5.75% 1.33% 52.00 2.57% 4.11% 3.30% 4.23% 6.02% 5.24% 0.58% 1.93% 4.07% 2.25% 6.24% B J J J J J J Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Yes No Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Frequency Sports Bet Never 705.00 44.89% 41.59% 50.05% 59.71% 43.00% 44.82% 705.00 46.09% 45.88% 482.00 50.53% 36.91% 705.00 42.53% 47.98% Q PQTU a b Rarely 502.00 33.88% 34.89% 32.00% 29.92% 39.57% 36.14% 502.00 33.80% 34.76% 345.00 31.37% 36.34% 502.00 33.36% 34.57% Sometimes 243.00 16.64% 19.61% 15.60% 10.37% 13.13% 16.17% 243.00 16.53% 15.95% 180.00 15.33% 19.85% 243.00 19.02% 14.81% S c Often 52.00 4.59% 3.91% 2.35% 0.00% 4.31% 2.88% 52.00 3.58% 3.41% 47.00 2.77% 6.91% 52.00 5.08% 2.64% S S S Y c Community attitudes to Sports Betting Daymark Public Relations 13
QUESTION 3 Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Age Range Sports Betting Views It is a waste of money 467.00 31.57% 29.61% 33.49% 467.00 39.30% 34.32% 37.49% 31.49% 30.48% 28.41% 27.13% 27.56% 25.19% 25.96% 37.50% IJKLM L It s harmless fun 314.00 21.43% 23.73% 19.18% 314.00 27.99% 23.87% 29.64% 18.07% 20.41% 19.99% 21.69% 10.78% 21.02% 17.81% 16.85% B GK K GKM K K K K It s not as bad as poker machines 243.00 16.84% 22.17% 11.62% 243.00 23.35% 23.24% 17.89% 15.44% 19.42% 12.62% 16.88% 13.22% 11.08% 10.65% 11.82% B IKLM IKLM Could be a problem for some people 888.00 59.32% 58.03% 60.59% 888.00 59.76% 63.21% 56.08% 64.19% 62.21% 58.21% 58.30% 61.23% 53.94% 60.47% 40.03% N N N N N N N N It s everywhere and the government needs to do something about it 179.00 11.72% 13.32% 10.15% 179.00 6.18% 16.15% 16.98% 11.07% 8.42% 12.62% 9.33% 11.37% 17.62% 7.58% 20.39% DM DHM D DHJM DHJM Other 44.00 2.73% 2.46% 3.00% 44.00 0.00% 3.28% 2.00% 1.83% 0.72% 3.20% 3.26% 4.69% 2.40% 7.36% 7.12% D D D DH D DFGH DH Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + Yes No P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Sports Betting Views It is a waste of money 467.00 32.47% 30.02% 32.03% 36.59% 28.05% 30.94% 467.00 31.78% 31.18% 332.00 32.29% 31.42% 467.00 33.93% 30.24% It s harmless fun 314.00 19.97% 20.32% 23.28% 15.60% 30.99% 19.29% 314.00 21.21% 21.85% 228.00 18.81% 26.57% 314.00 22.81% 20.66% PQS Y It s not as bad as poker machines 243.00 18.07% 21.21% 13.16% 11.91% 10.97% 20.47% 243.00 17.07% 16.43% 170.00 16.22% 17.66% 243.00 16.12% 17.25% T RST Could be a problem for some people 888.00 57.86% 62.59% 54.98% 58.02% 63.55% 63.29% 888.00 59.25% 59.47% 593.00 53.99% 60.04% 888.00 59.14% 59.43% It s everywhere and the government needs to do something about it 179.00 13.56% 10.45% 9.95% 14.36% 12.18% 7.98% 179.00 13.12% 9.15% 119.00 12.73% 8.82% 179.00 11.24% 11.99% W Other 44.00 2.74% 3.43% 1.24% 6.60% 0.58% 3.44% 44.00 2.51% 3.15% 33.00 4.23% 1.23% 44.00 1.98% 3.16% PRT a Community attitudes to Sports Betting Daymark Public Relations 14
QUESTION 4 Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Age Range Information Source Internet 239.00 16.50% 22.40% 10.71% 239.00 17.99% 18.16% 21.04% 19.76% 22.47% 12.70% 12.80% 14.31% 15.54% 11.03% 3.68% B N N MN N IJMN N N Sports programs on Television 120.00 7.98% 7.67% 8.28% 120.00 2.96% 10.80% 7.67% 9.15% 8.72% 7.12% 9.28% 10.23% 7.32% 7.92% 9.31% D D D D D D Sports programs on radio 28.00 1.77% 2.20% 1.35% 28.00 1.66% 1.49% 0.68% 1.16% 2.83% 1.83% 2.30% 1.84% 4.77% 0.00% 0.00% FM TAB outlets 169.00 11.56% 13.18% 9.97% 169.00 18.77% 14.49% 17.41% 10.33% 11.65% 10.91% 6.86% 4.49% 8.47% 9.34% 5.97% GJKLMN JK JKL K K Pubs or Clubs 110.00 7.86% 8.18% 7.55% 110.00 10.42% 11.52% 14.94% 6.07% 3.67% 6.85% 10.26% 5.99% 5.84% 2.47% 0.00% HMN HMN GHIKLMN HMN Other 51.00 3.26% 2.46% 4.05% 51.00 0.53% 3.00% 2.09% 2.59% 3.87% 3.54% 2.47% 5.49% 2.84% 6.46% 9.80% D D D D DFGJ I don t look for information about sports betting 785.00 51.07% 43.90% 58.09% 785.00 47.67% 40.54% 36.16% 50.94% 46.79% 57.05% 56.04% 57.65% 55.21% 62.78% 71.23% A F F EF EF EF EF DEFH DEFGHL Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Yes No Information Source Internet 239.00 13.65% 20.11% 16.39% 14.40% 18.77% 16.35% 239.00 17.03% 15.53% 175.00 15.15% 19.93% 239.00 19.76% 14.66% P Y c Sports programs on Television 120.00 6.73% 8.56% 12.08% 3.17% 5.75% 8.89% 120.00 7.53% 8.80% 81.00 7.36% 8.04% 120.00 7.06% 8.49% PST Sports programs on radio 28.00 1.45% 2.26% 1.34% 1.77% 2.17% 2.32% 28.00 2.22% 0.95% 21.00 1.61% 2.20% 28.00 2.74% 1.23% c TAB outlets 169.00 12.89% 11.91% 7.80% 10.83% 13.19% 13.68% 169.00 12.91% 9.09% 122.00 9.63% 14.95% 169.00 13.03% 10.74% R W Y Pubs or Clubs 110.00 10.52% 4.82% 10.19% 4.89% 4.98% 6.71% 110.00 6.01% 11.26% 81.00 8.35% 8.11% 110.00 8.90% 7.28% QT Q V Other 51.00 2.74% 3.81% 3.08% 2.98% 5.22% 1.22% 51.00 3.05% 3.64% 40.00 3.76% 3.48% 51.00 3.10% 3.36% I don t look for information about sports betting 785.00 52.02% 48.53% 49.11% 61.96% 49.94% 50.84% 785.00 51.26% 50.72% 534.00 54.14% 43.29% 785.00 45.42% 54.25% QR a b Community attitudes to Sports Betting Daymark Public Relations 15
QUESTION 5 Gender Age Range Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Most Associated Sport Cricket 144.00 9.55% 11.14% 7.99% 144.00 8.40% 14.48% 10.75% 7.16% 9.48% 5.05% 7.21% 9.53% 12.31% 10.04% 18.49% B GIJ I DGIJ AFL Football 415.00 27.57% 27.50% 27.64% 415.00 26.59% 30.69% 22.04% 29.28% 27.99% 29.35% 28.72% 29.89% 25.07% 28.99% 18.93% NRL Football 388.00 26.27% 28.26% 24.32% 388.00 23.77% 22.59% 27.58% 25.12% 30.09% 36.38% 27.65% 22.65% 23.11% 20.05% 31.30% DEGKLM FFA Soccer 97.00 6.51% 7.80% 5.25% 97.00 9.53% 8.01% 9.74% 3.15% 6.33% 4.99% 4.44% 6.31% 6.86% 5.27% 5.09% B G G Other 458.00 30.10% 25.30% 34.80% 458.00 31.71% 24.22% 29.89% 35.29% 26.11% 24.22% 31.98% 31.61% 32.64% 35.64% 26.19% A EI EI Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + Yes No P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Most Associated Sport Cricket 144.00 9.69% 9.15% 10.23% 10.98% 7.70% 9.37% 144.00 10.49% 7.82% 102.00 9.14% 10.12% 144.00 10.27% 9.14% AFL Football 415.00 8.77% 45.28% 17.18% 48.76% 47.63% 31.62% 415.00 29.54% 23.97% 277.00 24.32% 28.69% 415.00 27.69% 27.51% PRU P PRU PRU PR W NRL Football 388.00 45.84% 5.64% 40.26% 2.73% 5.76% 22.17% 388.00 22.95% 32.37% 280.00 27.03% 27.41% 388.00 27.29% 25.70% QSTU QSTU QST V FFA Soccer 97.00 6.22% 6.10% 6.53% 7.49% 6.43% 9.10% 97.00 7.22% 5.22% 70.00 7.12% 6.13% 97.00 7.42% 6.00% Other 458.00 29.49% 33.82% 25.79% 30.04% 32.47% 27.74% 458.00 29.81% 30.63% 325.00 32.40% 27.65% 458.00 27.32% 31.66% R Statistics (for all tables): - Column Proportions: Columns Tested (5%): A/B, C/D/E/F/G/H/I/J/K/L/M/N/O, P/Q/R/S/T/U, V/W/X, Y/Z/a, b/c Minimum : 30 (), Small : 100 () - Column Means: Columns Tested (5%): A/B, C/D/E/F/G/H/I/J/K/L/M/N/O, P/Q/R/S/T/U, V/W/X, Y/Z/a, b/c Minimum : 30 (), Small : 100 () Community attitudes to Sports Betting Daymark Public Relations 16
QUESTION 6 Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Age Range Sports Betting Level Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Increased 1107.00 72.90% 72.12% 73.67% 1107.00 50.32% 66.96% 68.64% 75.62% 70.82% 78.75% 83.20% 85.76% 80.90% 75.12% 89.25% D D D D DE DEFH DEFGHM DEF D DEFGHM Stayed the same 328.00 22.29% 22.34% 22.24% 328.00 40.61% 27.76% 25.65% 17.82% 22.27% 20.13% 14.27% 10.80% 16.16% 21.90% 10.75% EFGHIJKLMN GJKLN JKN K K K Decreased 67.00 4.81% 5.54% 4.10% 67.00 9.07% 5.27% 5.71% 6.57% 6.90% 1.12% 2.53% 3.44% 2.94% 2.98% 0.00% IJLMN I I I I Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Yes No Sports Betting Level Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Increased 1107.00 73.19% 73.31% 74.99% 72.84% 67.07% 72.44% 1107.00 72.06% 74.46% 798.00 75.21% 74.21% 1107.00 72.86% 72.93% Stayed the same 328.00 21.40% 23.05% 20.38% 22.32% 27.91% 20.59% 328.00 23.52% 20.03% 208.00 19.71% 21.21% 328.00 21.33% 22.83% Decreased 67.00 5.41% 3.64% 4.63% 4.85% 5.02% 6.96% 67.00 4.42% 5.52% 48.00 5.08% 4.58% 67.00 5.80% 4.25% Community attitudes to Sports Betting Daymark Public Relations 17
QUESTION 7 Gender Total Male Female 18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-69 years 70-74 years A B D E F G H I J K L M N 1502 1502 723 779 1502 168 130 131 155 142 160 170 149 125 119 53 Age Range Total 1502.00 1502.00 743.00 759.00 1502.00 204.00 145.00 146.00 166.00 153.00 145.00 155.00 130.00 109.00 103.00 46.00 Views On Level Of Promotion I d like to see more of it 38.00 2.79% 4.08% 1.52% 38.00 3.58% 6.48% 11.34% 2.79% 0.72% 1.37% 0.00% 0.00% 0.79% 0.00% 0.00% B JK HIJKLM DGHIJKLMN J I m not concerned, things are about right 304.00 21.39% 26.13% 16.75% 304.00 33.68% 27.19% 21.17% 23.60% 29.73% 19.09% 17.57% 11.74% 14.07% 7.42% 9.53% B FGIJKLMN JKLMN KM KLMN IJKLMN M M I m not concerned, but I would not want to see any more promotion 578.00 38.39% 32.88% 43.80% 578.00 39.40% 40.48% 39.22% 40.56% 40.86% 42.55% 36.85% 31.71% 38.83% 37.37% 20.93% A N N N N N N N N N I m concerned there is much more talk about sports betting than there used to be 291.00 18.76% 18.03% 19.48% 291.00 11.57% 12.91% 13.26% 19.62% 15.67% 18.03% 19.75% 28.33% 14.66% 36.80% 35.34% D D DEFHIL DEFGHIJL DEFGHIJL I m very concerned - sports betting seems to be everywhere 291.00 18.66% 18.87% 18.46% 291.00 11.76% 12.95% 15.02% 13.43% 13.03% 18.97% 25.83% 28.23% 31.64% 18.42% 34.20% DEFGH DEFGH DEFGHIM DEFGHIM Location Region Household Income Kids In Household NSW VIC QLD SA WA Other Metro Rural Under $40K $80K + P Q R S T U V W Y a b c 1502 510 381 270 112 153 76 1502 1030 472 1054 617 437 1502 521 981 Yes No Total 1502.00 494.00 376.00 294.00 114.00 149.00 75.00 1502.00 972.00 530.00 1054.00 612.00 440.00 1502.00 541.00 961.00 Views On Level Of Promotion I d like to see more of it 38.00 3.29% 2.07% 3.42% 1.03% 2.93% 2.96% 38.00 3.37% 1.71% 31.00 1.98% 4.94% 38.00 3.57% 2.34% Y I m not concerned, things are about right 304.00 19.38% 22.16% 23.29% 17.19% 22.61% 27.37% 304.00 20.36% 23.28% 213.00 19.25% 23.91% 304.00 24.91% 19.41% c I m not concerned, but I would not want to see any more promotion 578.00 36.15% 40.07% 37.24% 40.28% 41.46% 40.39% 578.00 38.72% 37.79% 399.00 38.36% 37.08% 578.00 35.99% 39.75% I m concerned there is much more talk about sports betting than there used to be 291.00 20.17% 20.87% 16.70% 16.27% 17.84% 12.69% 291.00 19.39% 17.61% 212.00 19.20% 19.97% 291.00 20.92% 17.55% I m very concerned - sports betting seems to be everywhere 291.00 21.01% 14.85% 19.35% 25.23% 15.15% 16.60% 291.00 18.15% 19.60% 199.00 21.21% 14.10% 291.00 14.61% 20.95% Q QT a b Community attitudes to Sports Betting Daymark Public Relations 18
Community attitudes to Sports Betting Da