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State of the Gambling Market UK & US Study

The Gambling landscape has changed significantly in recent times. During the Global Pandemic, we’ve seen widespread consumer adoption of digital products and services - but how significantly have people’s gambling habits altered, and what will their post pandemic gambling behaviours look like?

Legislation and regulations are changing. The UK is facing new regulations announced by the UK Gambling Commission, while in the US, sports betting is opening up across states since relatively recent legalization. How do the public and gamblers feel about the changes?

And how important is it that providers now offer a safe and responsible gambling environment? Download the report to see what the public and gamblers think across the UK and US.

Household brands around the globe trust Toluna with their need for insights.
  • AARP
  • Amazon
  • Danone
  • Kellogg's
  • Kraft
  • Sony

Attitudes to Gambling

The study aims to provide a better understanding of interests and attitudes within gambling amid the impact of the Covid-19 pandemic, the UK Government review of the Gambling Act 2005, and the launch of sports betting services across recently legalised US states. Amongst the findings:

  • 81% of US respondents believe that a responsible gambling environment is important when choosing a provider, compared to 68% in the UK

  • One in 10 UK gamblers are concerned that they gamble too much, with that figure rising to a quarter of US gamblers

  • 72% of UK and 67% of US respondents say children should not be exposed to gambling advertising

Attitudes to Gambling

Toluna delivers real-time consumer insights at the speed of the on-demand economy. We do what no other insights company can, we combine the industry's first end-to-end consumer intelligence platform, Toluna Start with, award-winning research design, vertical expertise and a panel of over 36 million consumers.

Harris Interactive simplifies complex decisions with critical consumer intelligence. Harris Interactive sets itself apart by fusing sector expertise and award-winning research designs with innovative tools and technology. This combination delivers impactful insights that keep clients ahead of what’s next.

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