That got us to thinking about the social media habits of gamblers. We wondered whether regular gamblers showed the same social media habits as the general population or if they tended to behave differently when it came to consumption of this type of content.
For the purposes of this piece, we defined gamblers as those who have placed a bet online, in a shop or both in the past month. Then we compared them to the general population.
To be honest, we didn’t expect to see too much difference between the two groups because in other areas of media consumption gamblers tend to closely mirror the general population. For example, they watch almost identical amounts of television and are just as likely to have read a newspaper as the rest of the country in the past month.
But on social media consumption some differences did appear. For a start, gamblers are much more likely to never use social media. Eight percent of gamblers told us that this was the case for them, compared to just 5% of the general population.
On the most commonly used social platform, Facebook, gamblers are almost as likely to be visitors as the rest of the public. But across all social networks you are less likely to find gamblers than you are the rest of the general population.
In most cases this difference is small but in the case of Instagram, for example, the variance is larger. So if you’re a gambling marketer without a particular segment in mind, you may be well-advised to spend the lion’s share of your resources away from The Gram.
On top of being less likely to visit social platforms, gamblers are also less likely to engage in activity while there. For example, they are significantly less likely to share content which they find interesting or entertaining or to follow people who they find interesting.
Although the most common reason for using Facebook was to keep in touch with friends, gamblers are still less likely to do so than the general population.
And while it’s not strictly a social platform, gamblers are also less likely (34% to 39%) to be current users of WhatsApp too … Maybe, they’ve got better things to do.