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Public Gaming International • July/August 2014
The proliferation of tablets and smartphones has dramatically
altered the online landscape, to the point that the Internet is
now primarily a mobile medium. A recent study on mobile use
and gaming commissioned in part by GTECH and conducted
by Leger, The Research Intelligence Group, confirms what is
rapidly becoming apparent even to the naked eye. The vast
majority (76%) of the U.S. adult population currently owns at
least one mobile device – a 15% jump since 2013. Moreover,
and perhaps surprisingly, lottery players are more likely to own
a smartphone and/or tablet than are non-players.
In fact, the Leger study debunks many myths widely believed
about the mobile category, especially as it pertains to lottery
players. For instance:
›
The mobile category was once thought of being the
province of the very young, but in fact:
»
The 30–39 age group has the highest ownership of
either a smartphone or a tablet and is more likely than
any other group to own both devices.
»
Nearly half of people 65 and over own a smartphone, a
tablet, or both.
»
Mobile device ownership is pervasive across gender
and race.
›
Nearly
4 out of 5 smartphone/tablet owners play games
on their mobile device;
again the 30–39 age group leads
that category (at 92%), with 40–49 and 18–29 not far behind.
U.S
Adults
18–29 30–39 40–49 50-64 65+
Own
smartphone
and/or tablet
76% 89% 91% 84% 67% 48%
Play games on
smartphone/
tablet
79% 85% 92% 87% 67% 48%
›
Mobile device ownership is even more prevalent among
lottery players
than among non-players.
»
19% more lottery monthly lottery players own a smart-
phone/tablet than do non-lottery players (82% vs. 63%).
»
More than 86% of people who have bought or intend to
buy lottery online have one or more mobile devices.
»
Almost 4 out of 5 people who have purchased lottery
online own both a smartphone and a tablet.
»
Half of all those who “intend to purchase lottery online”
own both devices.
›
Lottery players are more likely to play games on their mobile
devices than non-lottery players.
»
Past-week lottery players heavily over-index on playing
mobile games multiple times a day (60%).
»
Over 60% of past-month lottery players play a mobile
game at least once a day.
MOBILIZE YOUR LOTTERY BRAND
Modernization is critical to maintain relevance. In today’s world, this means lotteries
must have not only a strong retail, web, and social media presence, but a robust and
compelling mobile strategy as well.
