Minnesota Lottery Gambler Plus Segmentation Study

Minnesota Lottery Gambler Plus Segmentation Study Presentation April 21, 2015 Nobody s Unpredictable

Background Agenda Objectives & Methodology The Segments Highlights of Results Questions/Discussion 2

Setting the Stage: What Do We Already Know About Minnesota? Among the General Population in Minnesota Participation Corporate Image Awareness Past Year 52% Positive Overall Opinion 57% Any Game 51% Past Month 29% Lottery Players are People Like Me 38% Advertising 56% Where is there Opportunity? Open to lottery 85% Morally opposed 15% 3

What don t we know about Minnesota? Who are the opportunity lottery players outside of the transaction? What makes them tick? The magnitude of their gambling motivations? What are their attitudes towards life? How they view technology and its role in their life? Their views on policy? What media habits do they have? 4

Why do we want to know? A game that appeals to this player may not at all appeal to this player An ad that drives trial for this player may not appeal to this player Reaching this player may be easy...but isn t as easy for this player You can t be everything to everyone. You want to grow the pie among those where an opportunity presents itself But which people? And how? 5

How Can A GamblerPlus Segmentation Help? Those not morally opposed to playing the lottery is a subset of the general population. It consists of Minnesotans aged 18+ who are open to playing the lottery. However, it is otherwise heterogeneous. Market General Population Segmentation looks for similarities between people in this market and clusters them together into different groups based on these similarities. The resulting segments are made up of people that are a lot alike internally. While individuals in each segment are similar, individuals between segments are not. Market Segments 6

Segmentation : How do we do it? 7 Participation Gambling Views Media towards / Habits & Lottery Spend the in Attitudes Technology towards life Lottery motivations Lottery & Gambling

Overview of Research 8 Phase 1: Quantitative Phase Online Survey with Minnesotans open to playing the lottery Segmentation Classification Phase 2: Qualitative Phase Mini-Groups with Each of the Segments identified in the Quantitative Phase Segment Naming

The Segments Nobody s Unpredictable

2005 Market Segments of the Adult Gaming Population in Minnesota OPTIMISTIC ENTHUSIASTS 20% Highest proportion of past year spending Passionate and optimistic Fans of the MN lottery; positive outlook on corporate image Motivated to play by the anticipation of winning a big prize. Also play because they think it is fun and entertaining Superstitious, believers in fate and generally feel lucky Daydream and are hopeful about winning big Like the act of scratching and like scratch tickets that are more involved 20% 28% 23% 15% 14% 10

Demographic Profile Segment Size: 13% Past Year Lottery Players: 18% Lottery Play Male Female 45% 55% Past Year (83%) Past Month (55%) 18-34 10% % of Past Year Spend: 19% 35-54 55+ Gambling 43% 47% Lowest level of education Highest % in Central MN (27%) Least likely from Twin Cities (47%) Most likely to have no issues with the morality of gambling Past year gambling 73% Highest % of Raffle players 35% Motivations & Attitudes A chance to win a little money 89% Most likely to buy from the same retailer Technology Uncomfortable with new technology Prefer traditional channels of media like newspapers and television Least likely to own a smartphone More likely to call than text Overall Opinion 75% Lifestyle Statements Important that lottery sales allocation goes to good causes Each individual needs to control own gambling Redeeming coupons makes them feel good Not experimental Don t consider themselves lucky Enjoy the status quo Minnesota Gambler Plus Segmentation Report 11

Leading Edge Demographic Profile Male Female 18-34 35-54 55+ 23% 33% Other Gambling 43% 44% 58% Highest level of income (44% earn $75K or more) 81% have gambled in the past year Most likely to have participated in almost every form of gambling Segment Size: 26% Motivations & Attitudes Believe lottery games are affordable entertainment Gravitate to social games Like to dream Technology Past Year Lottery Players : 37% with new technology Use smartphone for broad range of activities Send the most amount of texts by a large margin Lottery Play Past Year (85%) Past Month (54%) Most likely to play all lottery games offered % of Past Year Spend: 54% Lifestyle Statements Overall Opinion Shop around for the best buy Optimistic about future Adventurous - like to try new things 79% Important to feel like they are part of a group Experiential Like introducing chance into their lives Risk takers and thrill seekers Minnesota Gambler Plus Segmentation Report 12

2005 Market Segments of the Adult Gaming Population in Minnesota SELF-ASSURED REALISTS 28% Highest proportion of past year players, 2nd highest proportion of spending Play the lottery for entertainment 2nd most positive outlook on MN Lottery s corporate image Not risk-averse and don t look to the past or feel that everything is changing too fast today Connected highest proportion of internet access and average weekly hours spent online 20% 28% 23% 15% 14% 13

Jackpot Demographic Profile Male 53% Female 47% Segment Size: 22% Past Year Lottery Players: 26% Lottery Play Past year 70% Past month 32% 18-34 36% % of Past Year Spend: 15% 35-54 55+ 27% 38% Highest level of education (28% Post Graduate) Highest level of income Other Gambling 72% have gambled in the past year Motivations & Attitudes Most likely to be jackpot motivated Look at top prize before anything else Enjoy social gambling Enjoy games with skill Technology with new technology Use smartphones for broad range of activities Lifestyle Statements Overall Opinion Optimistic about future 65% Are self-assured and feel in control Very secure in who they are and less concerned with what others may think Minnesota Gambler Plus Segmentation Report 14

2005 Market Segments of the Adult Gaming Population in Minnesota CONFLICTED FOLLOWERS - 23% Conflicted internally - tied for the highest ratings of harm 23% of past year players and account for 15% of spending More females than males Non-initiators will play lottery games if someone else organizes the pool Feel least informed about who the lottery is and what they do 23% 20% 15% 14% 28% 15

Demographic Profile Segment Size: 11% Past Year Lottery Players: 15% Lottery Play Male Female 39% 61% Past year (76%) Past month (33%) 18-34 15% % of Past Year Spend: 9% 35-54 55+ 36% 49% Motivations & Attitudes = Overall Opinion 51% Skews older Female Other Gambling Believe it is harmful Suspicious of other gambling More likely to play the lottery than other forms of gambling Most likely to think internet gambling is harmful Consider lottery safe Technology Uncomfortable with new technology Prefer traditional channels of media like newspapers and television More likely to call than text Lifestyle Statements Prefer to work quietly behind the scenes without causing waves Not adventurous Least likely to be at social events Least likely to introduce chance onto their lives Independent and don t feel it is important to be part of a group Minnesota Gambler Plus Segmentation Report 16

2005 Market Segments of the Adult Gaming Population in Minnesota 20% 28% 23% 15% 14% DABBLING CRITICS 14% Negative brand image of the lottery, see it as foolish and risky Lowest proportion of participation and spending Feel informed of who the lottery is and what they do Have a negative opinion of the lottery in general, lowest ratings on corporate image Playing the lottery is not important 17

Reluctant Skeptics Demographic Profile Segment Size: 27% Past Year Lottery Players: 4% Lottery Play Male 44% Past year (10%) Female 57% Past month (3%) 18-34 35% % of Past Year Spend: 2% 35-54 55+ 29% 37% 33% were on the fence about being morally opposed (4 out of 7) Other Gambling Believe it is harmful More open to other gambling than playing the lottery Motivations & Attitudes If they purchase, it will be spontaneous Trust issues with the Lottery Lottery seen as wasteful Least informed on Lottery profits 47% are neutral in their opinion of the lottery Technology Generally comfortable with new technology 67% are smartphone owners x Overall Opinion 35% Lifestyle Statements Risk adverse Reluctant to try new things Minnesota Gambler Plus Segmentation Report 18

2005 Market Segments of the Adult Gaming Population in Minnesota 20% 28% 23% 15% 14% DISENCHANTED TRADITIONALISTS 15% Ranked second last for proportion of playing and spending Realists not dreamers, don t believe in fate Not motivated to play the lottery Live with some regret Minnesota Gambler Plus Segmentation Report 19

Proportion of Lottery Game Participation & Spending by Segment % of Adults % of PY Spending on Lotteries 13% 11% 26% Leading Edge Jackpot Reluctant Skeptics 19% 2% 9% 54% 28% 22% % of PY Lottery Players 15% 5% 15% % Other gaming spend 37% 20% 18% 1% 51% 4% 26% 23% Minnesota Gambler Plus Segmentation Report

Older Educated 65% Tech/Comm. College 19% University/Post-Grad Degree Reluctant Skeptics (avg. age 53 years) 49% 55 years + HH Income 35% $75K+ Least likely to be Highly Educated 21% High School or Less 10% University/Post-Grad Degree Oldest (avg. age 54 years) 55% 47% 55 years + HH Income 30% $75K+ 57% 61% Demographic Comparison 9% of 19% 15% Segments 34% $75K+ Older (avg. age 47 years) 37% 55 years + Leading Edge 58% Educated 74% Tech/Comm. College 14% University/ Post-Grad Degree 38% 35 to 54 years Younger (avg. age 45 years) 44% Youngest 35 to 54 years High HH Income 44% $75K+ Jackpot 53% Highly Educated (avg. age 44 years) Highly Educated 68% Tech/Comm. College 28% University/Post-Grad Degree HH Income 49% $75K+ 66% Tech/Comm. College 22% University/Post-Grad Degree 21

Highlights of Results Nobody s Unpredictable

Corporate image Nobody s Unpredictable

Overall Opinion of the Lottery % Negative Opinion (rated 1, 2, 3) % Neutral (rated 4) % Positive Opinion (rated 5, 6, 7) 10% Total (n=1,203) 30% 60% 8% (n=152) 17% 75% CDE 9% B 4% Leading Edge (n=316) 17% Jackpot (n=267) 26% AB 65% DE 79% CDE 8% (n=137) 41% ABC 51% E 18% ABCD Reluctant Skeptics (n=330) 47% ABC 35% Base: All respondents A1. How would you describe your overall opinion of the Minnesota Lottery on a scale from 1 to 7, where 1 means your opinion is Very Negative and 7 means your opinion is Very Positive? 24

Corporate Image Statements Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) I know where to purchase lottery tickets 92% 96% DE 96% DE 98% DE 88% 84% Lottery games are easy to play 81% 90% DE 89% DE 88% DE 74% 68% It would be almost impossible to cheat on a lottery game The Lottery makes a positive contribution to the State of Minnesota The Minnesota State Lottery is a trustworthy organization Proceeds from the Lottery are going to worthy causes 67% 64% 62% 55% 73% DE 76% DE 77% DE 56% 51% 80% CDE 77% CDE 63% E 60% E 47% 73% DE 71% DE 64% E 55% 47% 65% DE 66% DE 58% E 49% 41% Lottery games are affordable 55% 65% DE 72% CDE 61% DE 50% E 30% Lottery games are fun and entertaining 53% 68% CDE 79% ACDE 56% DE 39% E 23% Minnesota Lottery players are people like me 42% 60% CDE 64% CDE 39% E 38% E 15% continued Base: All respondents *Statement A2. Here are added some statements Q3 13 **Statement that could be made added about Q1 the 14 Minnesota Statement Lottery. Please asked indicate March how you 13 feel only about each of these statements on a scale of 1 to 7, where 1 means you Strongly Disagree and 7 means you Strongly Agree with the statement. 25

Corporate Image Statements (continued) Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Playing the lottery is wasteful I worry about the people becoming addicted to lottery games Lottery games are winnable Jackpot games like Powerball are for people like me Lottery games are for people like me 41% 41% 39% 37% 37% 27% 32% 43% AB 36% 57% ABCD 29% 43% A 35% 44% A 47% AC 48% CDE 57% CDE 37% E 31% 23% 54% CDE 61% CDE 38% E 31% E 9% 55% CDE 63% CDE 36% E 30% E 8% Lottery games are social 23% 25% DE 41% ACDE 20% E 14% 11% Lottery games are confusing I would be embarrassed to be seen buying a lottery ticket 7% 13% 15% 12% 9% 15% 15% 4% 6% 7% 3% 11% ABD Base: All respondents *Statement A2. Here are added some statements Q3 13 **Statement that could be made added about Q1 the 14 Minnesota Statement Lottery. Please asked indicate March how you 13 feel only about each of these statements on a scale of 1 to 7, where 1 means you Strongly Disagree and 7 means you Strongly Agree with the statement. 26

Awareness of Lottery Profits Allocation Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Yes 43% 50% E 50% E 43% E 44% E 31% No 57% 50% 50% 57% 56% 69% ABCD Base: All respondents A3. Do you know where the profits generated by the sales of lottery games are allocated? 27

Knowledge of How Lottery Funds Are Allocated Total (n=514) (n=75)* Leading Edge (n=158) Jackpot (n=116) (n=60)* Reluctant Skeptics (n=104) Environmental programs 82% 85% 82% 83% 78% 82% State parks and trails Programs to improve hunting and fishing Programs to help compulsive gamblers 48% 60% 69% 68% 71% 74% 61% 66% 67% 59% 61% 52% 57% 51% 56% CD 41% 37% 47% Education 32% Awareness of how the profit can 20% be improved 38% as A 34% 24% 34% Arts & culture programs A stadium for the Minnesota Vikings General support of state government 29% 27% 27% 31% 33% 22% 29% 30% 22% 33% 24% 19% 31% 22% 30% 26% 20% 31% Tax relief 9% 4% 13% A 7% 9% 10% Other Don t know 2% 1% 6% B 1% 3% 3% 1% 4% BCE * Small base size, interpret with caution. Base: Aware of Lottery Profit Allocation A4. To the best of your knowledge, how are proceeds from the Minnesota Lottery used? (Select all that apply) 28

Lottery Games Overview Nobody s Unpredictable

Unaided Awareness of Lottery Games Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Any Game 80% 86%E 86%DE 87%DE 78%E 67% Powerball 61% 67% E 66% E 70% E 62% E 45% Gopher 5 37% 52% CDE 46% CE 34% E 39% E 23% Mega Millions Scratch games Hot Lotto Daily 3 Specific Scratch Off Game Northstar Minnesota Monopoly (unspecified) 23% 18% 11% 11% 7% 6% 4% 3% 27% E 28% E 27% E 27% E 12% 23% E 25% E 18% E 21% E 9% 20% BCE 13% E 9% 14% E 7% 14% E 14% E 12% E 10% 6% 9% DE 13% CDE 6% 2% 4% 7% E 11% CE 4% 8% E 2% 5% 4% 4% 3% 4% 1% 5% E 4% E 2% 1% Base: All respondents Note: Only mentions of 3% or more are shown. B1. Please use the text boxes below to write down which Minnesota Lottery games, if any, you are aware of. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 30

Awareness of Lottery Games Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Powerball Scratch games Gopher5 MegaMillions 100% 96% 90% 90% 100% 99% 100% 100% 99% 99% E 98% E 98% E 99% E 89% 97% CE 94% E 90% E 93% E 82% 94% E 96% CE 91% E 92% E 80% Daily 3 78% 91% CDE 85% CE 76% E 81% E 66% Hot Lotto Second chance drawings for non-winning tickets Electronic scratch tickets 61% 57% 67% 81% CDE 81% CDE 64% E 68% E 49% 71% BCE 73% BCE 59% BE 66% BE 45% B 69% CDE 66% CDE 54% 53% 47% Northstar Cash Minnesota Millionaire Raffle Monopoly Millionaires Club All or Nothing Progressive Print-n-Play Games 30% 27% 37% 48% 57% Base: All respondents B2. Which of the following statements best describes your involvement with the following lottery games? - I've purchased in the past month - I've purchased in the last 12 months, but not in the past month - I've purchased, but not in the last 12 months - I've heard of this game, but never purchased it - I've never heard of this game 71% CDE 70% CDE 56% E 58% E 40% 62% CDE 62% CDE 47% E 48% E 29% 46% CDE 50% CDE 35% E 34% E 25% 37% DE 43% CDE 32% E 25% E 15% 33% CDE 44% ACDE 22% 19% 16% ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 31

Lottery Participation Summary Have Ever Played Any Game Ever Played 84% 94% E 98% ACDE 91% E 93% E 56% Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) Comformists (n=137) Reluctant Skeptics (n=330) $ 144.00 $ 155.60 CD $ 208.20 CD $ 84.20 $ 91.80 $ 76.10 Adjusted mean $ last year (among PY players of any game) Base: All respondents B2. Which of the following statements best describes your involvement with the following lottery games? B3. Please enter how much you have spent on each of the following Minnesota Lottery games in the past 12 months and past 4 weeks. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 32

Lottery Participation Summary Lapsed Player Ever Played, But Not in the Past Year 47% ABCD 24% 11% 13% 21% AB 17% Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) Comformists (n=137) Reluctant Skeptics (n=330) Base: All respondents B2. Which of the following statements best describes your involvement with the following lottery games? B3. Please enter how much you have spent on each of the following Minnesota Lottery games in the past 12 months and past 4 weeks. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 33

Lottery Participation Purchased past month Purchased in last 12 months, but not past month Purchased but not last 12 months Total (n=1,203) 33% 27% 24% (n=152) Leading Edge (n=316) 55% CDE 54% CDE 28% E 31% E 11% 13% Core Players Jackpot (n=267) (n=137) 32% E 33% E 38% AE 43% ABE 21% AB 17% Infrequent Players Reluctant Skeptics (n=330) 3% 7% 47% ABCD Lapsed Players Base: All respondents B2. Which of the following statements best describes your involvement with the following lottery games? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 34

Proportion of Lottery Participation & Spending (n=152) 13% 18% E 19% DE Leading Edge (n=316) Jackpot (n=267) 26% AD 22% AD 26% DE 15% E 37% ACDE 54% ACDE % of adults % of past year players % of past year spending by segment (n=137) 11% 15% E 9% E Reluctant Skeptics (n=330) 4% 2% 27% AD Base: All respondents B2. Which of the following statements best describes your involvement with the following lottery games? B3. In the boxes below, please enter how much you have spent on each of the following Minnesota Lottery games in the past 12 months and past 4 weeks. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 35

Lotto Games Purchase Behavior Total (Top3Box) (n=636) (n=113) Leading Edge (n=243) Jackpot (n=164) (n=89)* Reluctant Skeptics (n=26)** I only buy tickets once in a while when the jackpot is very large 69% 66% 67% 74% 72% ** I am satisfied with the materials provided by my lottery retailer I usually decide to buy my lottery tickets at the last minute when I m buying something else 51% 58% 64% D 64% D 59% D 40% ** 53% 54% 52% 48% ** I enjoy the anticipation of waiting for the next draw 31% 37% CD 42% CD 21% 15% ** I regret it when I forget to buy my tickets for a specific drawing 19% 21% CD 29% CD 11% 7% ** I have a special set of numbers that I play for lottery games 16% 19% D 21% CD 12% 9% ** * Small base size, interpret with caution; ** Base too small to report. Base: Past Year Draw game players B9. Please indicate your level of agreement with the following statements about playing lottery games. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 36

Lottery Game Purchase Behavior Total (Top3Box) (n=715) (n=126) Leading Edge (n=268) Jackpot (n=187) (n=104) Reluctant Skeptics (n=30)** It is easy to find places that sell Minnesota Lottery games and tickets 94% 98% D 94% 94% 89% ** The store clerks are willing to check my tickets 68% 71% 73% C 61% 62% ** When I hear about someone having won something, it makes me dream about the chance to win I feel good about playing Minnesota Lottery games when I hear about people who have won even smaller prizes I enjoy talking to my friends or family about what I would do if I won the lottery 41% 38% 54% 58% C 70% ACD 39% 45% ** 48% CD 58% CD 27% 23% ** 41% D 49% CD 33% D 21% ** I always go to the same retailer to buy my tickets/play lottery games 21% 30% C 22% 16% 23% ** Seeing or hearing about lottery winners is important to my decision to play lottery games 19% 25% CD 30% CD 8% 11% ** I get uncomfortable when talking or thinking about how much I spend on Lottery tickets 6% 4% 8% 6% 4% ** I am concerned with what other people would think of me if I play the lottery 4% 1% 6% A 3% 4% ** ** Base too small to report. Base: Past Year players of Any game B9. Please indicate your level of agreement with the following statements about playing lottery games. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 37

Planned Lottery Purchases (n=126) Leading Edge (n=268) Jackpot (n=187) (n=104) Reluctant Skeptics (n=30)** 0% to 10% 36% 33% 37% 34% 38% ** 11% to 50% 22% 25% D 28% CD 18% 13% ** 51% to 100% 28% 33% 25% 31% 28% ** Refused 11% 6% 7% 14% B 19% AB ** I haven t bought any lottery products in the past 6 months 4% 2% 2% 4% 3% ** ** Base too small to report. Base: Past Year players of Any game B10. Think about your visits to lottery game retailers over the past 6 months where you have purchased lottery games - what percent of your visits were because you planned to buy lottery games vs. you were there to purchase other things and bought lottery games at the same time? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 38

I see the jackpot advertising at the store and decide to buy a ticket I go to the retailer with the intention of buying a lottery game Seeing the tickets within the store I have a few dollars left after purchasing other items I see the Scratch-off tickets and one catches my eye Seeing lottery signs within the store Seeing promotions within the store Seeing/hearing someone else buy a ticket Influencers of Lottery Game Purchases Total (Top3Box) (n=620) 29% 27% 35% 45% 44% 42% 52% 52% (n=116) Leading Edge (n=246) Jackpot (n=154) (n=85)* Reluctant Skeptics (n=20)** 52% D 63% CD 47% 38% ** 52% 58% D 49% 41% ** 42% CD 65% ACD 30% 27% ** 50% CD 63% ACD 26% 23% ** 43% CD 62% ACD 27% 21% ** 35% D 49% ACD 28% D 16% ** 22% 49% ACD 14% 12% ** 23% C 45% ACD 12% 13% ** Recall advertising Seeing/hearing someone cashing in a winning ticket Seeing tickets in a vending machine The store clerk asking me if I want to buy 25% 23% 16% 10% 25% 35% CD 15% 17% ** 23% CD 39% ACD 9% 9% ** 9% 28% ACD 9% 4% ** 8% C 17% ACD 2% 5% ** * Small base size, interpret with caution; ** Base too small to report. Base: Have purchased in past 6 months B11. How influential are the following in helping you make the decision to buy a lottery product at the retailer after you have arrived there? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 39

A Look at Lapsed Players Nobody s Unpredictable

Reasons for Lapsed Play I would rather spend my money on other forms of entertainment Total (n=488) 88% (n=26)** Leading Edge (n=49)** Jackpot (n=80)* (n=33)** Reluctant Skeptics (n=300) ** ** 85% ** 91% The odds of winning are poor 84% ** ** 82% ** 85% I don t like taking risks with my money 72% ** ** 59% ** 76% C I never win anything I don t have the extra money available The lottery Is not fun or entertaining I never hear about other people winning 58% 52% 44% 37% ** ** 64% ** 55% ** ** 42% ** 54% ** ** 34% ** 49% C ** ** 40% ** 35% I don t know how profits from the lottery are used I don t see or notice lottery games when I go to the store People like me don t play the lottery 28% 27% 26% ** ** 24% ** 28% ** ** 25% ** 28% ** ** 20% ** 30% * Small base size, interpret with caution; ** Base too small to report. Base: Have not bought any lottery games in the past year or longer B14. You have indicated that you did not play the Lottery in the past year. Below are some reasons other people like yourself have given for why they don't play the lottery. Please check off the reasons why you don't play. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 41

I won t play if the line is too long Reasons for Lapsed Play Continued 25% Total (n=488) (n=26)** Leading Edge (n=49)** Jackpot (n=80)* (n=33)** Reluctant Skeptics (n=300) ** ** 29% ** 24% There are too many games to choose from I like other types of gambling more than the lottery Playing the lottery is not social enough for me I d like to play, but I just never remember to 24% 22% 20% 17% ** ** 25% ** 20% ** ** 36% E ** 13% ** ** 22% ** 18% ** ** 20% ** 12% I am not sure how to play I can t use my credit card to purchase lottery games 16% 15% Stigma not an issue ** ** 12% ** 17% ** ** 15% ** 15% I don t go into stores where lottery tickets are sold I m afraid of holding up the line if I buy lottery tickets I am concerned with what other people would think of me if I play the lottery 14% 8% 5% ** ** ** ** ** ** 16% 4% 13% E ** ** ** 14% 8% 3% * Small base size, interpret with caution; ** Base too small to report. Base: Have not bought any lottery games in the past year or longer B14. You have indicated that you did not play the Lottery in the past year. Below are some reasons other people like yourself have given for why they don't play the lottery. Please check off the reasons why you don't play. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 42

Other Gambling Participation Nobody s Unpredictable

Gambling at casinos in Minnesota or neighboring states Past Year Other Gambling Participation Total (n=1,203) 28% (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) 47% CDE 48% CDE 29% E 23% E 1% Purchasing raffle tickets 23% 35% DE 32% E 30% E 23% E 3% Playing Bingo Paper or electronic pulltabs 15% 15% 19% E 25% CDE 18% E 15% E 1% 16% DE 33% ACDE 15% DE 5% E Gambling at resort casinos 11% 16% DE 20% DE 14% DE 5% E 1% Fantasy sports Betting on horse racing at the race track Playing card games at locations other than a casino Sports betting 8% 8% 6% 4% 8% DE 16% ADE 12% DE 3% 1% 12% E 13% DE 11% E 6% E <1% 8% DE 8% DE 9% DE 2% 1% 6% DE 6% DE 5% E 1% Base: Spent money on [INSERT GAME] QC1. In the past 12 months, have you spent any money on any of the following activities? (Select all that apply) ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 44

Most Recent Gambling Spending Total (Mean Spend) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Gambling at resort casinos $271.9 $304.0 $315.6 $213.3 $161.5 $25.3 Gambling at casinos in Minnesota or neighboring states $136.8 $166.3 D $153.9 CD $103.9 $85.3 $35.2 Fantasy sports Playing card games at locations other than a casino Sports betting Paper or electronic pulltabs Betting on horse racing at the race track $74.7 $60.1 $57.7 $42.3 $40.8 $45.5 $73.6 $100.2 $15.7 $25.7 $56.0 $70.5 $53.2 $75.4 $5.0 $50.7 $60.6 $61.3 $25.0 $0.0 $24.9 $47.9 $39.4 $34.2 $0.0 $43.5 $41.2 $39.9 $39.0 $2.0 Purchasing raffle tickets $26.3 $34.4 CD $26.1 $21.9 $21.8 $35.3 Playing Bingo $26.0 $26.9 $25.9 $27.1 $25.3 $15.6 Base: All respondents QC2. Thinking back to the most recent time that you did the following, how much money did you spend on betting only, not counting any money you may have won and then re-spent? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 45

Lifestyle And Gaming Perceptions Nobody s Unpredictable

Gambling Motivation Total (Top3Box) (n=914) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=41)** The chance to win a little bit of money 73% 89% CD 87% CD 68% D 51% ** For entertainment or fun 70% 86% CD 86% CD 64% D 49% ** When the jackpot is high 69% 68% D 82% ACD 66% D 54% ** For the anticipation of winning 62% 76% CD 82% CD 52% D 37% ** Because it s easy to play So you can dream about what you would do if you won big As part of a special occasion or evening out It s fun to gamble with friends Because you feel lucky that day 54% 49% 43% 43% 39% 71% CD 72% CD 42% 35% ** 58% CD 71% ACD 37% 27% ** 54% CD 60% CD 36% D 17% ** 52% CD 65% ACD 36% D 9% ** 46% CD 65% ACD 19% 18% ** When you have spare change 38% 39% CD 58% ACD 27% 21% ** ** Base size too small to report. Base: Have participated in gambling C3. Here are some reasons why people say they like to gamble. Please tell me how you feel about each statement, using a scale from 1 to 7, where 1 means you strongly disagree with the statement and 7 means you strongly agree with the statement. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 47

Gambling Motivation Continued Total (Top3Box) (n=914) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=41)** To support worthy causes I d rather gamble on games that require some skill For the challenge As a distraction from everyday routines It gives us something to do when we are at the bar or club Because you play in a pool or group with other people For a break in your day 37% 34% 29% 29% 28% 26% 24% 40% CD 50% CD 29% 22% ** 34% D 42% D 35% D 20% ** 38% CD 49% ACD 16% D 5% ** 53% CD 46% CD 12% 6% ** 23% CD 54% ACD 15% D 6% ** 26% D 39% ACD 21% 14% ** 33% CD 43% CD 8% 4% ** I like competing with other players 18% After you see or hear advertising 16% 16% CD 29% ACD 9% 5% ** Because you get an omen or sign that reminds you 14% 17% CD 28% ACD 4% 3% ** to play Because if you don t play, your numbers will come up 13% 14% CD 26% ACD 2% 4% ** and you ll miss your chance ** Base size too small to report. Base: Have participated in gambling C3. Here are some reasons why people say they like to gamble. Please tell me how you feel about each statement, using a scale from 1 to 7, where 1 means you strongly disagree with the statement and 7 means you strongly agree with the statement. 11% D 32% ACD 17% D <1% ** ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 48

Policy Perceptions It s important that the money the State gets from gambling goes to a good cause Total (Top3Box) (n=1,203) 84% (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) 91% CE 85% 81% 86% 81% It is up to each individual to control their own gambling 83% 90% DE 88% DE 83% E 80% 75% I m concerned that many of the people who gamble can t really afford it 57% 57% 57% 55% 49% 64% CD Gambling is an appropriate way to raise money for good causes 50% 66% CDE 67% CDE 54% DE 41% E 28% Legal gambling venues in Minnesota are operated fairly and honestly 47% Trust 58% DE 58% DE 49% DE 33% 36% I worry about people becoming addicted to gambling 44% 38% 43% 39% 45% 50% AC People who gamble and people who don t gamble are the same kinds of people 36% 39% E 41% DE 40% DE 29% 29% Base: All respondents D1. Please indicate your level of agreement with the following statements that could be made about gambling in Minnesota. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 49

Policy Perceptions Continued Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Gambling is an innocent form of entertainment 36% 50% CDE 49% CDE 39% DE 22% 19% Promoting gambling sends the wrong message to kids 35% 27% 30% 26% 34% 50% ABCD It s fun to gamble even when I don t win 33% 55% CDE 57% CDE 30% DE 17% E 9% Gambling is part of Minnesota life Gambling provides a good entertainment value for my dollar 27% 32% 47% CDE 43% CDE 28% E 26% 19% 50% CDE 50% CDE 22% DE 12% E 5% More controls should be placed on where and when people can gamble There is too much gambling in Minnesota 14% 14% 8% 15% A 15% A 13% 17% A 11% 12% 10% 15% 22% ABC Base: All respondents D1. Please indicate your level of agreement with the following statements that could be made about gambling in Minnesota. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 50

Perceptions of Harm Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Gambling or wagering money on the internet 58% 61% 53% 53% 69% BC 61% Casinos in Las Vegas 38% 31% 39% 34% 37% 46% AC Sports betting 33% 33% 30% 28% 38% 39% BC Horse track betting 30% 27% 28% 23% 31% 39% ABC Casinos in Minnesota 30% 24% 25% 28% 32% 36% ABC Pull-tabs 21% 21% 18% 15% 24% C 28% BC Lottery games with big prizes, such as Powerball 19% 13% 17% 13% 16% 30% ABCD Base: All respondents D2. The following list contains different games and gambling activities. Please indicate the level of harm you personally associate with each. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 51

Perceptions of Harm Continued Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Fantasy sports 17% 16% 13% 11% 29% ABC 21% BC Lottery scratch games Lottery games with smaller jackpots like Gopher 5 and Northstar Cash Playing lottery or casino games for fun on the internet (without money) Games of chance where proceeds go to churches or charities Playing Poker for fun on the internet (without money) 15% 13% 10% 9% 8% 11% 12% 14% 12% 21% ABCD 9% 12% 9% 9% 21% ABCD 9% 7% 9% 10% 15% BC 6% 10% 6% 8% 12% AC 6% 7% 5% 7% 14% ABCD Bingo 8% 9% 10% C 5% 5% 9% Base: All respondents D2. The following list contains different games and gambling activities. Please indicate the level of harm you personally associate with each. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 52

Attitudes Towards Life Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) It s in my nature to shop around for the best buy Formal education beyond high school is essential for success today I feel optimistic about my future Redeeming coupons makes me feel good I consider myself well-informed about current events I feel comfortable with new technologies When it comes to money I try to balance potential losses and gains I don t like taking risks with my money I prefer to work quietly behind the scenes without causing waves It s more important to me to understand my inner self than it is to be rich and powerful People should have the right to do what they want to do even if it could have a negative impact on them 78% 76% 71% 70% 68% 66% 66% 59% 59% 57% 54% 78% 82% D 79% 70% 78% 78% 76% 80% D 70% 75% 69% 78% ADE 79% ADE 60% 63% 84% BCDE 75% CE 63% 67% 67% 64% 76% ADE 76% ADE 57% 61% 30% 83% ADE 89% ADE 26% 65% AD 68% D 76% CDE 66% D 53% 59% 48% 46% 54% 70% ABC 78% ABC 68% BC 51% 54% 70% BCE 60% 50% 57% 53% 57% 63% AC 54% D 59% DE 61% DE 41% 49% Base: All respondents E1. The following are some general descriptions of how different people approach life. Please indicate your level of agreement with each statement. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 53

Attitudes Towards Life Continued Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) The most important education happens outside of school I am an adventurer I like to try new things I believe in fate some things are destined to happen People deserve to get only things they have worked for Life should be enjoyed as much as possible today without worrying about the future I often daydream about what I would do and what it would be like if I won the lottery I like to win and enjoy the feeling that I have beaten the rest of the world I often look at the past and think of things I should have said or done I enjoy introducing some element of chance into my life Change is happening too fast today I like discussions about how to spend money 52% 49% 47% 46% 46% 41% 40% 39% 37% 33% 33% 57% C 60% CD 41% 46% 53% C 31% D 73% ACDE 52% AD 19% 46% AD 60% CDE 66% CDE 33% 41% 38% 46% 57% ACDE 41% 39% 43% 54% CDE 63% CDE 37% 33% 38% 60% CDE 58% CDE 33% 36% E 26% 46% DE 59% ACDE 39% DE 17% 28% D 45% CE 49% CDE 33% 38% 32% 54% CDE 65% ACDE 34% DE 12% 17% 54% BCE 33% C 18% 55% BCE 28% C 19% 48% ACDE 34% AD 20% 30% AD Base: All respondents E1. The following are some general descriptions of how different people approach life. Please indicate your level of agreement with each statement. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 54

Attitudes Towards Life Continued Total (Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) I enjoy the kind of challenge where I can pit myself against the odds I often try new products before my friends and neighbors do I am generally a lucky person Things in my life are not as good as they used to be It is very important for me to feel that I am part of a group I am more experimental than traditional The things you own say a lot about how well you are doing in life I am not interested in financial gains I just try to avoid losses When I see a new brand on the shelf, I often buy it, just to see what it s like I often feel left out of decisions that affect me Most nights of the week I am out at a social event of some sort 27% 26% 26% 26% 26% 25% 24% 21% 16% 14% 7% 31% DE 49% ACDE 26% DE 8% 15% 6% 51% ACDE 31% ADE 6% 18% AD 22% 42% ACDE 21% 15% 22% 30% C 29% C 16% 35% CE 24% C 20% 37% ACDE 24% D 13% 23% D 13% 42% ACDE 27% ADE 6% 20% D 24% 37% ACDE 19% 18% 17% 25% C 25% C 14% 22% 20% 12% 30% ACDE 10% 6% 12% 15% 17% C 9% 14% 15% C 2% 15% ACDE 6% 2% 6% Base: All respondents E1. The following are some general descriptions of how different people approach life. Please indicate your level of agreement with each statement. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 55

Technology Nobody s Unpredictable

Attitudes Toward Technology Total Top3Box) (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) I feel comfortable with new technologies The world seems so much closer thanks to internet technology I don t want to have to think about technology, I just want it to work Internet technology is negatively impacting social interaction 62% 61% 58% 54% 26% 81% ADE 86% ADE 21% 60% AD 51% 73% ADE 69% ADE 43% 56% D 72% BCE 57% 50% 70% BCE 55% 71% BCE 52% 43% 66% BCE 52% I often seek the advice of others when it comes to technology Technology helps me gain control over my life I am more knowledgeable about technology than most people 44% 42% 41% 71% BCDE 43% C 26% 56% BCE 40% C 18% 62% ADE 56% ADE 15% 35% AD 5% 64% ADE 58% ADE 11% 35% AD Base: All respondents F1. In today s changing world, different people have different attitudes towards technology. Please indicate the level to which you agree with the following statements. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 57

I am concerned about using technology such as the internet for personal financial transactions Attitudes Toward Technology Continued Total (Top3Box) (n=1,203) 35% (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) 55% BCE 35% C 21% 47% BCE 32% C Sometimes I feel like a slave to technology I d rather get news and information in traditional ways like newspapers and television The world would get along just fine without so much technology Others often seek my opinions about technology 33% 33% 32% 32% 41% CE 43% CE 26% 36% CE 26% 61% BCE 28% C 15% 50% BCE 33% C 48% BCDE 35% C 19% 35% C 31% C 2% 51% ADE 48% ADE 4% 27% AD I like to be the first among my group of friends to try the latest technology Technology is part of what defines my self-image 21% 19% 3% 40% ACDE 23% AD 18% AD 2% 33% ACDE 23% ADE 2% 16% AD Base: All respondents F1. In today s changing world, different people have different attitudes towards technology. Please indicate the level to which you agree with the following statements. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 58

Cell Phone Ownership Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Smartphone (Net) 73% 56% 83% ADE 86% ADE 62% 67% A Android 35% 25% 42% ADE 41% ADE 24% 32% iphone 33% 27% 36% 40% ADE 27% 30% Smartphone other than iphone, Android, Blackberry 10% 6% 12% 9% 13% A 10% Blackberry 2% 1% 2% 3% 1% 1% Cellular phone (not including smart phones 27% 44% BCE 20% 17% 33% BC 30% BC I don t own a mobile phone 4% 4% 1% 2% 7% BC 7% BC Base: All respondents F2. Please indicate which products and/or services from the list below that you currently have. (Select all that apply) ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 59

Smartphone Activities Total (n=882) (n=85)* Leading Edge (n=261) Jackpot (n=229) (n=85)* Reluctant Skeptics (n=221) Sent or received text messages Browsed the internet Sent or received email Checked weather or local news Sent or received photos Got directions or mapped a location Visited social networking websites Downloaded applications (apps) other than games Downloaded or played games Downloaded or listened to music Posted photos or videos to a social network website Downloaded content from the internet Sent or received video or multimedia messages 92% 86% 85% 84% 83% 78% 68% 61% 54% 51% 48% 45% 43% 91% 89% 95% D 87% 93% 73% 89% AD 93% ADE 75% 83% 73% 88% AD 91% AD 78% 84% A 79% 87% D 88% D 71% 83% D 74% 83% 87% A 80% 82% 68% 81% AD 87% ADE 64% 74% 60% 74% AD 73% AD 56% 65% 44% 66% ADE 75% ADE 44% 55% 48% 64% ADE 56% D 42% 48% 28% 58% AD 63% ADE 30% 47% AD 40% 56% ADE 58% ADE 34% 37% 27% 49% AD 51% AD 31% 44% A 27% 45% A 54% ADE 35% 38% * Small base size, interpret with caution. Base: Currently owns a smartphone F3. Thinking about the past six months, please indicate if you personally have conducted any of the following activities using your smartphone. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 60

Used a mobile issued coupon or ticket Paid bills or done any other dayto-day banking online Bought or purchased something from an online retailer Participated in a loyalty program for consumer products Downloaded or watched TV/video programs Entered promotions/sweepstakes Purchased a coupon through a site such as Groupon or Dealfind Smartphone Activities Continued Checked in at locations Total (n=882) 42% 40% 35% 30% 27% 23% 20% 20% (n=85)* Leading Edge (n=261) Jackpot (n=229) (n=85)* Reluctant Skeptics (n=221) 31% 46% AD 49% ADE 26% 38% 15% 50% AD 42% AD 19% 41% AD 17% 43% AD 40% AD 18% 35% AD 17% 38% ADE 39% ADE 18% 21% 11% 37% ADE 34% ADE 9% 21% D 15% 37% ACDE 23% D 9% 15% 14% 26% ADE 24% DE 12% 15% 15% 25% DE 24% DE 7% 15% Called others using an app Clicked on a QR code Responded to a mobile promotion Checked winning lottery numbers None of the above 19% 19% 15% 11% 1% 8% 23% AD 24% AD 8% 18% AD 14% 21% D 24% AD 5% 18% D 9% 21% ADE 17% 10% 10% 16% DE 21% CDE 12% E 4% 1% 5% BE 1% 1% 2% 1% * Small base size, interpret with caution. Base: Currently owns a smartphone F3. Thinking about the past six months, please indicate if you personally have conducted any of the following activities using your smartphone. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 61

Wireless Communication Average number of text/ instant messages sent in a given week Percent of time spent calling vs. text messaging vs. emailing 47% 56% BC Call 43% 39% 53% BC 49% BC Total (n=1,156) Total (n=807) (n=78)* Leading Edge (n=233) Text 44% 43% 45% 47% 44% 42% (n=146) Leading Edge (n=312) Jackpot (n=263) Mean (excl. 0) 133.40 86.40 263.50 Jackpot (n=217) (n=74)* Reluctant Skeptics (n=206) Email 21% 18% 19% 21% 21% (n=127) Reluctant Skeptics (n=308) Mean (excl. 0) 85.70 77.60 73.50 23% B * Small base size, interpret with caution. Base: (varies) F4. On average (a rough estimate is fine), how many text messages would you say that you send in a given week? F5. Of all the communicating that you use your cellular phone or Smartphone for, what percentage of the time would you say that you call someone vs. text message someone vs. email someone? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 62

Media Habits Nobody s Unpredictable

Media Consumption 1 Hour or More Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Actively viewing content on the internet 98% 97% 98% 99% D 95% 98% Watch TV 96% 98% 97% 98% E 95% 93% Listen to the radio at home, at work, or in the car 92% 93% 96% DE 93% 90% 88% Reading newspapers 68% 82% BCE 70% CE 57% 81% BCE 61% Reading magazines 63% 68% E 64% 62% 71% E 58% Base: All respondents G1. In an average week, how many hours do you personally do the following? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 64

TV Content Total (n=1,155) (n=148) Leading Edge (n=306) Jackpot (n=263) (n=130) Reluctant Skeptics (n=308) Real-time TV 62% 75% BCE 57% 53% 69% BC 66% BC Recorded TV 21% 18% 23% E 25% AE 20% 16% Streamed TV 14% 6% 16% AD 18% AD 8% 16% AD Free downloaded shows 2% 1% 3% 2% 2% 2% Paid downloaded shows 1% <1% 2% AE 2% A 2% A 1% Base: Watch TV G2. What percentage of the time do you watch TV content using each of the following methods? Please enter the approximate percent of time for each in the boxes below. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 65

Ad Exposure Watch Ads on Recorded or Downloaded TV Look at Ads in Print Publications Total (n=642) 8% Total (n=956) 40% (n=75)* 8% (n=138) 38% Leading Edge (n=198) 8% Leading Edge (n=250) 31% Jackpot (n=157) 4% Jackpot (n=208) 47% B (n=65)* 11% C (n=124) 45% B Reluctant Skeptics (n=148) 11% C Reluctant Skeptics (n=236) * Small base size, interpret with caution. Base G3: Watch TV Content Using Recorded TV/ Free Downloaded/ Paid Downloaded Shows Base G4: Read Newspapers/ Magazines G3. When you watch recorded or downloaded TV, do you skip through the ads? G4. When you read magazines or newspapers, do you look at/read the printed ads? 43% B ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 66

Awareness of Minnesota Lottery Website Aware of Site Visited Site Total (n=1,203) 80% Total (n=966) 55% (n=152) 89% DE (n=135) 69% E Leading Edge (n=316) 86% E Leading Edge (n=273) 71% CDE Jackpot (n=267) 85% E Jackpot (n=228) 58% E (n=137) 80% E (n=110) 59% E Reluctant Skeptics (n=330) 67% Reluctant Skeptics (n=220) 23% Base G5: All respondents Base G6: Aware Of Minnesota Lottery Website G5. Are you aware that the Minnesota Lottery has a website? G6. Have you ever visited the Minnesota Lottery s website? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 67

Social Networking Sites Registered Total (n=1,203) (n=152) Leading Edge (n=316) Jackpot (n=267) (n=137) Reluctant Skeptics (n=330) Facebook 78% 74% 85% ADE 85% ADE 70% 72% LinkedIn YouTube Google+ Twitter Pinterest 47% 41% 40% 35% 33% 35% 52% AE 58% ADE 44% 41% 25% 56% ADE 51% ADE 22% 32% D 23% 52% ADE 49% ADE 25% 37% AD 19% 45% ADE 49% ADE 18% 28% AD 27% 38% ADE 41% ADE 27% 29% Instagram 18% 6% 27% ADE 27% ADE 8% 13% A Foursquare Flickr Reddit Vimeo 7% 6% 4% 3% 12% ADE 8% A 3% A 5% A 4% 8% 6% 5% 5% 3% 5% D 5% 1% 4% <1% 5% A 3% 4% A 4% A Base: All respondents G7. Please select one response for each of the following social networking sites listed below. ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 68

Login Frequency on Social Networking Sites Once a day or more Total Leading Edge Jackpot Reluctant Skeptics Facebook 75% 73% 79% 72% 76% 74% Reddit 64% 63% 54% 82% 66% Twitter Instagram Google+ YouTube Pinterest Foursquare 40% 40% 32% 32% 28% 23% 32% 49% 38% 27% 37% 32% 49% 33% 71% BC 48% 32% 41% CE 28% 28% 26% 23% 37% E 32% 39% 24% 17% 42% ACDE 24% 18% 25% 30% 25% 10% LinkedIn Vimeo Flickr 11% 8% 5% 9% 12% 15% D 4% 8% 16% 11% 7% 16% 4% Base: All respondents (n=varies) G8. Which of the following statements would you say best describes how often you login or check your social networking account(s)? ABCDE: Group next to the letter is significantly higher than the group represented by the letter. 69

Next Steps Nobody s Unpredictable

Next Steps Workshop Collaborative effort to bring the segments to life Tracking Incorporated in to ongoing tracking so the Lottery can monitor shifts in segment patterns and segment sizes over time Business Plan With support from Ipsos, The Lottery can use segments to target efforts and grow the business 71