Oregon State Lottery Behavior & Attitude Tracking Study

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1 Oregon State Lottery Behavior & Attitude Tracking Study Presentation of Findings November 2012 Wave Prepared by:

2 Topics Covered Brief Overview of Objectives and Methodology Key Trends Related to: Attitudes Toward Oregon Lottery Playership Advertising Awareness Oregon Wins / Responsible Gambling 2

3 Background and Objectives The Oregon Lottery has conducted the Bi-Annual Behavior and Attitude Tracking Study with Oregonians since Study objectives include: Monitor trends in play behavior; Measure advertising awareness; Track attitudes toward the Lottery and gaming; Understand trends in shopping and leisure habits; and, Monitor technology trends, including Internet usage, PC / Internet gaming and cell phone usage. 3

4 Methodology and Analytical Summary Survey conducted Nov 2 Nov 27, ,000 telephone interviews 700 RDD-landline and 300 cell phone surveys. Quotas based on region, age and gender, per Census. Analyze trends across the following consumer segments: Current Player: has played an Oregon Lottery game within the past 12 months o Core Player: has played an Oregon Lottery game within the past 12 months, and plays at least once per month o Regular Player: has played an Oregon Lottery game within the past 12 months, and plays less often than once per month Lapsed Player: has played an Oregon Lottery game, but not within the past 12 months Non-Player: has never played an Oregon Lottery game New Player: started playing their first Oregon Lottery game within the past 12 months 4

5 Trends: Attitudes/Playership

6 Overall Opinion of Oregon Lottery Although the level of positive opinion of the Oregon Lottery remains above the annual Business Plan target of 60%, results this wave reflect a 5-point decline since Nov 11. As with the past several waves, those aged are more likely to exhibit positive opinions about the Oregon Lottery than older Oregonians. Nov '12 May '12 Nov '11 May '11 May '10 Overall Opinion of Oregon Lottery 12% 13% 11% 14% 12% 52% 53% 58% 52% 59% 16% 18% 18% 16% 15% 11% 10% 9% 10% 10% Net Positive 64% 66% 69% 66% 70% Very Positive Somewhat Negative Somewhat Positive Very Negative NOTE: Don t know responses are excluded. 6

Oregon Lottery Playership Current playership reflects a 5-point decline since May 12, but is stable with Nov 11 results. The level of lapsed players remains stable at 13%.

80% 70% 60% 50% 58% 60% 45% 48% 68% 51% Playership Trends Non- Players 39% Lapsed Players 13% 63% 64% 63% 65% 48% 51% 47% Playership Level Core Players 25% 53% Regular Players 23% 61% 48% Current

7 Oregon Lottery Playership Current playership reflects a 5-point decline since May 12, but is stable with Nov 11 results. The level of lapsed players remains stable at 13%. The incidence of core and new players among adult Oregonians is stable. Reported lifetime play is stable with Nov 11 levels, but four points lower than in May % 70% 60% 50% 58% 60% 45% 48% 68% 51% Playership Trends Non- Players 39% Lapsed Players 13% 63% 64% 63% 65% 48% 51% 47% Playership Level Core Players 25% 53% Regular Players 23% 61% 48% Current Playership: 48% Nov 12 40% 30% 20% 27% 28% 13% 12% 32% 30% 29% 26% 27% 25% 17% 15% 13% 15% 11% 13% 10% 0% 3% 4% 4% 3% 5% 6% 6% 5% Nov '08 (n=1003) May '09 Nov '09 (n=1002) May '10 May '11 Nov '11 May '12 Nov '12 New to Oregon Lottery Ever Played Current Players Core Players Lapsed Players.. 7

8 Current Playership of Oregon Lottery Games Current playership of most draw games decreased significantly from May 12, but returned to levels observed in Nov 11. Mega Millions maintained a six point increase over Nov 11 results, although it experienced a 5-point decline since May 12. Any Draw Game (net) Powerball Oregon s Megabucks *Mega Millions Oregon Lottery Raffle Win for Life Pick 4 Lucky Lines Have Played in Past 12 Months 29% 25% 18% 7% 6% 3% 2% 38% May '12 Nov '11 May '11 May '10 44% 34% 39% 37% 34% 28% 32% 32% 29% 25% 26% 26% 23% 12% 16% 8% 10% 9% 10% 6% 7% 7% 5% 6% 3% 2% 2% 2% 3% 2% 2% 3% Current playership of Video Lottery, Scratchits, and Keno remain stable with Nov 11 levels. Any Scratch-its Video Lottery Nov '12 Keno 6% 10% 29% 30% 30% 32% 30% 13% 11% 14% 15% 9% 7% 10% 10% = Statistically significantly lower than May 12 results *Not asked prior to May '11, May 10 figure is derived from lifetime playership. 8

9 Overall Frequency of Play Frequency of play remains stable with May 12 results. This is the first in several waves of the research that weekly/monthly play has not declined. Nov '12 (n=475) May '12 (n=530) Nov '11 (n=471) May '11 (n=504) May '10 (n=477) Play One or More Oregon Lottery Games at Least 52% 23% 29% 46% 3% 51% 25% 26% 55% 46% 4% 26% 29% 57% 43% 2% 29% 28% 62% 40% 3% 28% 34% 34% 4% Once or more per week Less than once per month Monthly, not weekly Varies on jackpot NOTE: PERCENTAGES ARE CALCULATED BASED ON THE MOST FREQUENT LEVEL OF PLAY REPORTED BY CURRENT OREGON LOTTERY GAME PLAYERS 9

10 Attitudes / Playership Issues to Address: Continue to monitor opinion levels. Consider the following changes: Increase media flighting. Resume Oregon Wins advertising that informs more broadly regarding how the Lottery Does Good Things. 10

11 Trends: Video Lottery SM

12 Video Lottery SM Current playership of Video Lottery decreases to 10% this wave (n=1000; compared to 13% in May '12 and 11% in Nov 11). Percent playing monthly (51% of current players) remains stable. Among non-players, 64% are not aware that the Oregon Lottery offers line games, and only 19% understand how line games work. Consistent with previous waves, most (85%) lapsed and non-players of Video Lottery are unaware of the minimum betting levels offered on Video Lottery line games and 80% are unable to specify which values are available. A lack of convenient venues (27%) continues to be the number one factor for lapsed Video Lottery play. 12

Current/Lapsed Playership Video Lottery SM Current Video Lottery play decreases to 10% this wave. Level of lapsed Video Lottery play remains stable at 5%.

13 Current/Lapsed Playership Video Lottery SM Current Video Lottery play decreases to 10% this wave. Level of lapsed Video Lottery play remains stable at 5%. Any Draw Game-Net Powerball Oregon's Megabucks Mega Millions Have Played in Past 12 Months 18% 29% 25% 38% May 12 Nov '11 May '11 44% 34% 39% 34% 28% 32% 29% 25% 26% 23% 12% 16% No Oregon Lottery Games Powerball Oregon's Megabucks Mega Millions Have Not Played in Past 12 Months 4% 9% 13% 11% May 12 Nov '11 May '11 11% 15% 13% 11% 14% 12% 9% 10% 11% 5% 3% 3% Scratch-its 29% 30% 30% 32% Scratch-its 14% 12% 15% 13% Keno 6% 9% 7% 10% Keno 7% 6% 8% 8% Video Lottery 10% 13% 11% 14% Video Lottery 5% 5% 6% 5% May '12 13

14 Awareness and Understanding of Oregon Lottery Line Games Nearly two-thirds (64%) of Video Lottery non-players are not aware that the Oregon Lottery offers line games. General understanding of line games versus slot machines among Video Lottery non-players has not changed: the majority knows what slot machines are (72%), but few know how line games work (19%). Awareness of Line Game Offerings Among Non-Players of Video Lottery SM Understanding of How Slot Machine Games Work Understanding of How Line Games Work 64% 65% 61% 36% 36% 39% 28% 25% 24% 72% 75% 76% 81% 77% 72% 19% 23% 28% Nov '12 (n=841) May '12 (n=823) Nov '11 (n=830) Nov '12 (n=841) May '12 (n=823) Nov '11 (n=830) Nov '12 (n=841) May '12 (n=823) Nov '11 (n=830) Yes No NOTE: Questions not asked prior to May 11 14

15 Reasons for No Longer Playing: Video Lottery Don t go places/not convenient continues to be the top reason for lapsed Video Lottery play (27%). Since 2011, the percentage of lapsed players citing financial constraints decreased five points. Reasons for No Longer Playing Video Lottery Don't go to places / Not convenient Not a good investment Don't gamble / Gamble less Never win/don't win enough Less to spend/can't afford Not interested Odds aren't good enough Only tried once / Gave as gift Gambling is addictive / Causes problems May/Nov 12 (n=101) Too busy 5% 4% 3% 2% 15% 14% 13% 12% 10% 27% May/Nov '11 (n=105) 25% 11% 7% 13% 17% 10% 5% 6% 5% 1% NOTE: Responses with fewer than 2% of mentions excluded, Caution: Small base size 15

16 Video Lottery SM Issues to Address: Decline in past-year play levels. Decline in level of play among more casual players. Very low awareness among non-players. Advertising limited to on-premise. Low game visibility. Low familiarity with line games terminology. Misperceptions regarding where and how Video Lottery SM is played. 16

17 Trends: Jackpot Games

18 Current/Lapsed Playership Powerball / Mega Millions Powerball continues to be the draw game with the highest incidence of current playership (29%). Decreases in current playership for Powerball, Mega Millions, and Megabucks since May 12 - but stable or improved over Nov 11. Prior to May 12 surveying: 3 consecutive weeks of $200M+ Mega Millions jackpots up to $640M. Any Draw Game (net) Have Played in Past 12 Months 38% May '12 Nov '11 May '11 44% 34% 39% No Oregon Lottery Games Have Not Played in Past 12 Months 13% May 12 Nov 11 May 11 11% 15% 13% Powerball 29% 34% 28% 32% Powerball 11% 11% 14% 12% Oregon s Megabucks 25% 29% 25% 26% Oregon s Megabucks 9% 9% 10% 11% *Mega Millions 18% 23% 12% 16% *Mega Millions 4% 5% 3% 3% Oregon Lottery Raffle 7% 10% 9% 10% Win for Life 2% 4% 4% 3% Win for Life 6% 7% 7% 5% Pick 4 2% 1% 2% 2% Pick 4 3% 3% 2% 2% Oregon Lottery Raffle 2% 2% 1% 1% Lucky Lines 2% 3% 2% 2% Lucky Lines 1% 1% 1% 1% Nov '12 Keno 6% 9% 7% 10% *Not asked prior to May '11, May 10 figure is derived from lifetime playership. Nov '12 Keno 7% 6% 8% 8% 18 *Mega Millions was newly introduced in May 10

19 Core Playership of Oregon Lottery Games Core Powerball play is stable since last wave, but reflects a six-point decrease since Nov 11 (+ 5.8% error margin). Core Mega Millions play has continued to decline since Nov 11 (+ 7% error margin). Megabucks reflects the lowest level of core playership over the last four waves (+ 6% error margin). Any Draw Game (net) (n=375) Powerball (n=289) ^Win for Life (n=58) Oregon s Megabucks (n=245) Mega Millions (n=176) ^Pick 4 (n=28) ^Lucky Lines (n=24) ^Keno (n=61) *Mega Millions not asked prior to May '10 Core Players (Monthly Play Among Current Players of Each Game) 29% 25% 44% 41% 40% 40% 36% 38% May 12 Nov 11 May 11 47% 53% 52% 41% 47% 44% 46% 36% 49% 49% 48% 50% 41% 51% 50% 24% 30% 35% 23% 38% 32% 39% 38% 44% ^Caution: Small Base Size 19

20 Draw Games Issues to Address: YOY sales decreases for Megabucks, Mega Millions, and Win For Life. Increased jackpot-chasing. Record jackpots can have a desensitizing effect (only interested in chance to win $200M $80M doesn t feel like enough). Most clearly observed for Mega Millions. Examine OSL s draw game portfolio. Find ways to better differentiate games. Consider whether the portfolio is optimized by offering the current seven games some with relatively low annual sales. Seek ways to ensure games remain profitable. 20

21 Trends: Keno

22 Keno Consistent with FY13 vs FY12 sales data, current, core, new, and lapsed Keno playership remain stable. Not frequenting venues where the game is offered (20%) and a low incidence of winning (17%) remain the main reasons for lapsed Keno play. Awareness of Keno To Go remains low at 10% (vs. 11% in May '12) and no current Keno players who have heard of Keno to Go have actually played it. 22

23 Current/Lapsed Playership Keno Although reported Keno play in the past 12 months decreased three points since May 12, it remains stable with Nov 11 results (+ 3% error margin). Any Draw Game-Net Have Played in Past 12 Months 38% May 12 Nov '11 May '11 44% 34% 39% No Oregon Lottery Games Have Not Played in Past 12 Months 13% May 12 Nov '11 May '11 11% 15% 13% Powerball 29% 34% 28% 32% Powerball 11% 11% 14% 12% Oregon's Megabucks 25% 29% 25% 26% Oregon's Megabucks 9% 9% 10% 11% Mega Millions 18% 23% 12% 16% Mega Millions 4% 5% 3% 3% Scratch-its 29% 30% 30% 32% Scratch-its 14% 12% 15% 13% Keno 6% 9% 7% 10% Keno 7% 6% 8% 8% Video Lottery 10% 13% 11% 14% Video Lottery 5% 5% 6% 5% May '12 23

24 Awareness and Playership of Keno To Go Awareness of Keno To Go remains low at 10%. No current Keno players report playing the game this wave. Whether Heard of Keno to Go Nov '12 10% 89% 1% May '12 11% 88% 2% Nov '11 10% 87% 2% Yes No Don't know NOTE: Questions not asked prior to Nov 11 Caution: Small Base Size 24

25 Keno Issues to Address: Playership and sales are relatively static. Low awareness of Keno To Go. Although Keno is available in a wide variety retail locations not frequenting venues where the game is offered remains the top mention as to why adult Oregonians don t play. Address perceptions of Keno as an older person s game that is only available in bars. 25

26 Trends: Ad Awareness

27 Ad Awareness Unaided awareness of most games remains stable. Awareness of OSL advertising is down significantly from last wave (74% vs 81% in May 12; + 3% error margin). Awareness of Oregon Wins ads decreased to 47% (53% in May 12; + 3% error margin). Less advertising leading up to Nov 12 surveying. Recall of economic development as a funding recipient also falls to 11% from 24% in May 12. Responsible gambling ad recall also decreased to 30% of adult Oregonians (41% in May 12; + 3% error margin). Less radio advertising in the months leading up to Nov 12 surveying. 27

28 Awareness of Oregon Lottery Advertising Awareness of Oregon Lottery advertising is down significantly from last wave to 74%. This is the lowest figure recorded since Nov 08. Reduced volume of Oregon Wins and Powerball /Mega Millions ads/visibility in the three months prior to, and during, fielding likely contributed to this decrease. 100% Oregon Lottery Advertising Awareness 90% 80% 70% 73% 76% 72% 81% 79% 76% 80% 79% 81% 74% 60% Nov '07 (n=1001) May '08 (n=1001) Nov '08 (n=1003) May '09 Nov '09 (n=1002) May '10 May '11 Nov '11 May '12 Nov '12 Awareness of Oregon Lottery Advertising.. 28

29 Unaided Awareness of Oregon Lottery Games Unaided awareness of most games remains stable. A total of 60% of adult Oregonians are aware of at least one core game. However, Mega Millions experiences a five-point decrease from the May 12 wave. The current figure (17%) is more in line with what has been reported in earlier waves. The record jackpot prior to the May 12 wave significantly increased game awareness. Powerball Oregon s Megabucks Mega Millions Win for Life Pick 4 Oregon Lottery Raffle Lucky Lines All Scratch-its Nov '12 Keno Oregon Video Lottery Awareness of Oregon Lottery Games 7% 6% 6% 4% 17% 17% 13% 35% 41% 39% May '12 Nov '11 May '11 41% 38% 41% 41% 38% 41% 22% 15% 18% 8% 9% 8% 6% 7% 5% 6% 7% 5% 5% 4% 4% 35% 36% 38% 19% 16% 18% 14% 13% 14% 29

30 Trends: OWins/Responsible Gambling

31 Oregon Wins Advertising Awareness Overall awareness of Oregon Wins advertising falls to 47% this wave, significantly lower than in May 12. Decreased Oregon Wins advertising during, and three months prior to, fielding. Oregon Wins Ad Awareness 70% 80 % Seen/Heard Oregon Wins Ads 60% 50% 40% 30% 20% 10% 52% 59% 48% 53% 47% *Number of Oregon Wins Ad Weeks (3 months prior and during fielding) 0% May '10 May '11 Nov '11 May '12 Nov '12 *Indicates the number of weeks an ad was run 3 months prior to, and during, fielding 0 31

32 Where do Lottery Funds Go? L-TEAMS Outcome Measure: 83% of Oregonians 18+ can correctly identify at least two of the four recipients of Lottery funding. L-TEAMS Outcome Measure: 69% of Oregonians 18+ are aware that Lottery funds are allocated to problem gambling treatment programs. The recipient of Oregon Lottery funds correctly identified most often is Public Education, followed by State Parks/Natural Resources, and Problem Gambling Treatment. Recipients of Oregon Lottery Funds Aided Awareness Public Education State Parks & Natural Resources Problem Gambling Treatment Economic Development State General Fund Nov 12 Roads 40% 50% 57% 71% 69% 78% Number of Recipients Correctly Identified Nov 12 Any (net) 93% One 9% Two 18% Three 31% All Four 34% None 7% 83% College Athletics 18% NOTE: Question not asked prior to Nov 12 32

Responsible Gambling Advertising Awareness & Recall 86% of Oregonians 18+ are aware that problem gambling treatment is available in Oregon.

Awareness of what the Oregon Lottery offers with respect to problem gambling is highest for TV ads about gambling responsibly and setting limits on

Nov '12 May '12 *Question not asked prior to May 12 **Question not asked prior to Nov 12 Responsible Gambling Ad Recall* 30% 41% Yes 70% No 59% Awareness

gambling prevention and treatment 36% Newspaper ads about problem gambling 32% Problem Gambling Helpline information sticker on Video Lottery terminals

33 Responsible Gambling Advertising Awareness & Recall 86% of Oregonians 18+ are aware that problem gambling treatment is available in Oregon. Responsible gambling ad recall falls eleven points to 30% this wave. Less radio in the months leading up to Nov 12 surveying. Awareness of what the Oregon Lottery offers with respect to problem gambling is highest for TV ads about gambling responsibly and setting limits on budget and play time; brochures regarding prevention and treatment, and newspaper ads. Nov '12 May '12 *Question not asked prior to May 12 **Question not asked prior to Nov 12 Responsible Gambling Ad Recall* 30% 41% Yes 70% No 59% Awareness of Oregon Lottery s Problem Gambling Offerings** Nov 12 TV ads about responsible gambling and setting a budget and time limit 58% Brochures about problem gambling prevention and treatment 36% Newspaper ads about problem gambling 32% Problem Gambling Helpline information sticker on Video Lottery terminals 27% Link to the problem gambling helpline site from the Oregon Lottery s website 22% Credits displayed as dollar amounts on Video Lottery terminals 22% Online banner ads about problem gambling signs and treatment 18% Clocks displayed on Video Lottery terminals 15% 33

Responsible Gambling The majority (78%) of respondents are not morally or

Those who are opposed tend to be female and over age 55.

mention are setting a gambling budget and setting a time limit.

Setting a limit on money spent gambling and sticking to it 66% Setting a limit on

34 Responsible Gambling The majority (78%) of respondents are not morally or philosophically opposed to gambling. Those who are opposed tend to be female and over age 55. The tactics for responsible gambling that adult Oregonians are most often able to mention are setting a gambling budget and setting a time limit. Morally or Philosophically Opposed to Gambling Yes 22% Ways to Gamble Responsibly Setting a limit on money spent gambling and sticking to it 66% Setting a limit on time spent gambling and sticking to it 44% Nov 12 No 78% Gambling for entertainment, not for investment purposes Nov 12 Don t know 21% 35% NOTE: Questions not asked prior to Nov 12 34

35 Ad Awareness / Education Issues to Address: Messaging is having the intended effect maintain: 83% of adult Oregonians can correctly identify at least two recipients of Lottery funds. Adult Oregonians most often mention setting a spending budget, following by setting a time limit, as ways to gamble responsibly. 35

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