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2012 General Population Segmentation Final report – April 2012

April 2012

Nobody’s Unpredictable


What is Segmentation?

A segmentation groups a market or population into meaningful subgroups Segment members share characteristics and market influences that cause them to have similar product and/or service needs

Florida Lottery – 2012 Segmentation

2


Exploring The Market

Tactical R esearch

Strategic R esearch EXPLORE MARKET

FOCUS GROUPS

BUILD/REFINE PRODUCT

MARKET SEGMENTATION

BRAND IMAGE USAGE & STUDY ATTITUDE STUDY (U&A) ETHNOGRAPHIES

Florida Lottery – 2012 Segmentation

TRACK MARKET


Methodology

Target Respondent

18+, proportionate to population

Sample Size

n=1350

Method of Data Collection

Internet

Survey Length

20+ minutes

Florida Lottery – 2012 Segmentation

4


Questionnaire Content The basic flow of the survey was as follows: INTRODUCTION & SCREENING •AWARENESS 18 years orAND olderCORPORATE IMAGE • Resident of Florida (most of year) PARTICIPATION, SPEND & FREQUENCY •LOTTERY Game awareness • Not employed by a market research firm, • Informed about the Lottery GAMING advertising firm, media organization, or gambling •OTHER Participation in PARTICIPATION lottery games (past year and past business (including lottery) month) • Overall opinion of the Lottery •SEGMENTATION Participation INPUTS • Reportedofspending • Perceptions the Spending Lottery • Reporting TECHNOLOGY & MEDIA HABITS • Gaming motivations • Frequency of play • Policy concerns & harmfulness of gaming • Reasons for• not playing Internet activities DEMOGRAPHICS • Lifestyle statements • Social media usage • Technology attitudes • Marital status • Leisure activities • TV•&Education radio habits • Employment • Income

Florida Lottery – 2012 Segmentation


Reading the Report Where applicable, statistically significant differences are noted between segments. Each segment has been identified by a letter. If the letter for one segment appears next to another segment, it means that there are significant differences between them. For example, if the percentage for Self-Assured Realists (A) is significantly higher than the Apprehensive Regulars (B), the letter B will appear next to the Self-Assured Realists. This will denote significant differences between the groups.

This result is significantly higher than the results for all segments denoted by the letter codes B, D, E and F.

A

B

C

D

E

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=73*)

83% BDEF

69% EF

97% ABDEF

72% EF

11%

78% BDEF

66% EF

92% ABDEF

58% EF

19%

Florida Lottery – 2012 Segmentation

Letter codes for each segment

6


Introducing the Segments

Nobody’s Unpredictable


Rational, Confident, Engaged

Self-Assured Realists Segment Size: 21%

Past Year Spend: 25%

Lottery Play 84% played a lottery game in past year and majority played in past month (71%) Play a variety of games: Scratch, jackpot games, “niche” games

Demographics

Lifestyle Statements

14% Hispanic

Well informed about current events

Average income/education

Believe higher education is essential

40% are 35-54 years old

Some belief in fate

Highest share of spend on Fantasy 5

Motivations & Attitudes Highly motivated:

Other Gaming

Technology

For fun & excitement

Highest participation in other gaming (57%):

Comfortable with technology and works well for them

Chance to win a little money

Indian Casinos Resort Casinos

Don’t want to think, just want it to work World seems closer thanks to the Internet

Florida Lottery – 2012 Segmentation

To dream about winning big When jackpot is high Positive overall opinion of the lottery (65%)

8


Committed, Involved, Conflicted, Anxious

Apprehensive Regulars Past Year Spend: 27% Segment Size: 26%

Motivations & Attitudes Strong motivations to play lottery: Dream about winning big Feeling lucky Easy to play Special occasions

Demographics 21% Hispanic Slightly younger – 32% are 18-34 years old Average income/education

Lottery & Gaming

Omen or sign

80% have played in the past year; 69% in the past month

Opinion of the lottery skews positive (49% positive, 33% neutral)

Play variety of games

Concern that “many people who play the lottery cannot afford it”

Tend to spend less than other playing segments (except for Cash 3, Play 4) High participation in other gaming:

Concerns about harmfulness of some gaming

Raffles, some bingo, casinos, Igaming Lifestyle

Technology

Often feel left out of decisions that affect me

Connected – fairly comfortable & knowledgeable

Important to feel part of a group

Some concerns – conducting financial transactions on the Internet, etc

Everything is changing too fast today Florida Lottery – 2012 Segmentation

9


Enthusiastic, Supporters, Optimistic

Passionate Gamers Segment Size: 17%

Motivations & Attitudes

Past Year Spend: 33%

Highly motivated to game: Exciting & fun Dreaming Anticipation Luck Lottery & Gaming Most are past year players (91%) and 86% played past month Play all games - Cash 3, Play 4, Fantasy 5, Powerplay Highest participation in other gaming: Bingo, Raffles, Jai Alai, I-gaming Demographics

Most informed about the Lottery Lifestyle Statements Dreamers

Strongest overall opinion of Lottery

More experimental than traditional

Believe it is up to the individual to control their own gambling

Competitive, like to win

Some mild policy concerns – harmfulness of the Internet, horse racing, etc.

Belief in fate and luck Well-informed about current events

34% Hispanic Youngest segment – 37% are 18-34

Technology

54% male

Very knowledgeable & comfortable

Least educated – 27% HS or less

Defines self image

Florida Lottery – 2012 Segmentation

10


Careful, Modest, Thoughtful

Cautious Traditionalists

Segment Size: 14%

Lottery Participation Three quarters played in past year (60% past month) Play traditional games: Scratch, Lotto, Powerball

Past Year Spend: 14% Other Gaming

Lifestyle & Technology Prefer to work quietly behind the scenes Everything is changing to fast today DO NOT enjoy danger or adventure More traditional than experimental

DABBLERS

Tech avoiders

Some raffles, casinos

Seek advice of others when it comes to technology

Motivations & Attitudes Demographics

Not highly motivated:

10% Hispanic

High jackpots

Older segment – 59% 55+, 37% 65+

Chance to win a little money

Most likely to be retired – 35% Lower income Skews female (56%) Florida Lottery – 2012 Segmentation

Corporate image of Lottery skews positive (45%) Not morally opposed to gaming Views toward gaming lean liberal but some policy concerns – I-gaming, sports betting 11


Unengaged, Samplers, Dabblers

Indifferent Drop-ins Segment Size: 14%

Past Year Spend: 1%

Motivations & Attitudes Unmotivated to play Not interested Waste of money Least informed of the Lottery Fairly neutral opinion of the Lottery (28% positive, 42% neutral)

Demographics 21% Hispanic Average age – 32% 18-34 & 39% 55+ 64% college grads Slightly higher income (14% 100K or more)

Lifestyle & Technology Prefer to work quietly behind the scenes

Lottery & Gaming

c

Belief in formal education (beyond HS)

17% played past year but very little spend

Do not like introducing element of danger

Lotto – 12% played in past year

Comfortable with technology but is not selfdefining

Virtually no participation in other gaming

Florida Lottery – 2012 Segmentation

12


Concerned, Reserved

Prohibitionists Segment Size: 7%

Lottery & Gaming

Past Year Spend: <1%

Only 7% played in the past year Contribute virtually nothing in terms of overall revenue NO ENGAGEMENT

Demographics 26% Hispanic Oldest segment – 48% 65+ yrs Skew female Largest portion of retirees – 45% Majority have college education

Motivations & Attitudes Negative attitude towards gaming & LOTTERY Majority are morally opposed to gaming – 78% Strong policy concerns Not informed about Lottery and lowest overall opinion (63% negative)

Technology Not uncomfortable but NOT savvy World seems closer thanks to Internet but have concerns that technology is negatively impacting social interaction

Florida Lottery – 2012 Segmentation

Lifestyle Statements Mild regret: everything is changing too fast today Prefer to work quietly behind the scenes More traditional than experimental 13


Segment Size vs. Proportion of Past Year Lottery Spend

7% 14%

Prohibitionists

<1% 1% 14%

Indifferent Drop-Ins

14% Cautious Traditionalists

33%

17% Passionate Gamers 27%

26%

85% of total spend derived from 64% of the population

Apprehensive Regulars 21% Segment Size

Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Self-Assured Realists

25% Proportion of Spend

14


Gaming Motivations

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Gaming Motivations - % Agree (5,6,7): Segments Total (n=1167) For the chance to win a little bit of money

73% 68%

When the jackpot is high

A

B

C

D

E

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Dropins (n=73*)

83% BDEF

69% EF

97% ABDEF

72% EF

11%

78% BDEF

66% EF

92% ABDEF

58% EF

19%

For the anticipation of winning

60%

65% DEF

61% DEF

91% ABDEF

49% EF

4%

So you can dream about what you would do if you won big

58%

61% DEF

61% DEF

93% ABDEF

37% EF

1%

Because it's easy to play

56%

56% DEF

58% DEF

90% ABDEF

40% EF

10%

For entertainment or fun

55%

64% BDEF

53% DEF

92% ABDEF

26% EF

11%

Because you feel lucky that day

52%

53% DEF

56% DEF

88% ABDEF

27% EF

3%

When you have spare change

50%

51% DEF

52% DEF

86% ABDEF

30% EF

0%

Because it's exciting

47%

54% BDEF

45% DEF

94% ABDEF

11% E

2%

When it's a special occasion (holiday, birthday, anniversary)

47%

48% DEF

50% DEF

84% ABDEF

24% EF

7%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

* Small base size, interpret with caution. 16


Gaming Motivations - % Agree (5,6,7) - Segments A

Total (n=1167)

B

C

Self-Assured Apprehensive Passionate Realists (n=289) Regulars (n=350) Gamers (n=223)

D

E

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=73*)

It's completely impulsive

42%

38% DEF

46% DEF

74% ABDEF

25% E

5%

To support worthy causes

40%

31% EF

36% EF

78% ABDEF

31% EF

9%

Because if you play eventually it's your turn to win

38%

37% DEF

40% DEF

77% ABDEF

15% E

0%

For the challenge

35%

25% DEF

38% ADEF

81% ABDEF

12% EF

1%

If you don't play, your numbers will come up/miss your chance

34%

25% EF

31% DEF

76% ABDEF

20% EF

2%

20% DEF

33% ADEF

72% ABDEF

7%

5%

As a distraction from everyday routines

31%

Because you get an omen or sign that reminds you to play

28%

18% DEF

30% ADEF

66% ABDEF

8% E

0%

For a break in your day

27%

15% DEF

30% ADEF

73% ABDEF

4%

1%

Because you play in a pool or group with other people

24%

16% DEF

27% ADEF

55% ABDEF

5%

2%

After you see or hear advertising

24%

12% DE

26% ADEF

64% ABDEF

3%

2%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

* Small base size, interpret with caution. 17


Policy Considerations

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) Total (n=1350) It's important that the money the State gets from the lottery goes to a good cause

85%

It is up to each individual to control their own gambling

82%

The lottery is an appropriate way to raise revenue for Florida

59%

I'm concerned that many of the people who play the lottery can't really afford it

53%

Lotteries are an innocent form of entertainment

42%

Florida is too dependent on the lottery as a source of revenue

34%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

90% BE

80%

95% ABDEF

89% BE

72%

84%

93% BDEF

74% F

96% BDEF

82% F

74%

63%

77% BDEF

54% EF

86% ABDEF

53% EF

40% F

14%

37%

61% A

52% A

54% A

52% A

80% ABCDE

61% BDEF

33% EF

80% ABDEF

26% F

22% F

2%

16%

39% A

42% AE

32% A

31% A

62% ABCDE

There is too much gambling in Florida

24%

5%

29% ADE

29% AD

18% A

20% A

79% ABCDE

More controls should be placed on where and when people can play lottery games

24%

6%

28% AD

38% ABDE

14% A

20% A

58% ABCDE

2%

23% AD

21% AD

7% A

18% AD

78% ABCDE

I am morally opposed to gambling

19%

G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

19


Harmfulness of Gambling Activities - % Harmful (5,6,7) – Segments Total (n=1350)

Any type of gambling on the Internet

43% 35%

Horse or dog-track betting

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

19%

55% ACE

29% A

57% ACE

32% A

95% ABCDE

12%

48% ACDE

27% A

35% A

25% A

95% ABCDE

Resort Casinos such as Reno or Las Vegas

32%

8%

43% ACDE

25% A

31% A

24% A

94% ABCDE

Sports betting

32%

7%

42% ACE

23% A

40% ACE

22% A

96% ABCDE

VLT's or Video Poker

31%

13%

39% ACE

20% A

34% ACE

19%

93% ABCDE

Card rooms

30%

11%

38% ACE

21% A

38% ACE

19% A

89% ABCDE

Indian casinos in Florida

28%

5%

40% ACDE

24% A

22% A

20% A

93% ABCDE

Playing Poker for fun on the Internet

27%

10%

33% ACE

21% A

30% AE

19% A

76% ABCDE

5%

34% ACDE

20% A

14% A

13% A

89% ABCDE

Cruiseship casinos

24%

Lottery draw games, such as Powerball and Florida Lotto

18%

<1%

24% ACD

13% A

7% A

16% AD

87% ABCDE

Lottery Scratch-Off games

17%

1%

25% ACDE

14% AD

5% A

12% AD

82% ABCDE

Gambling where proceeds go to churches or charities

16%

3%

19% AE

13% A

12% A

6%

77% ABCDE

Bingo

12%

2%

15% ADE

13% ADE

4%

4%

66% ABCDE

Raffles

12%

1%

13% ADE

11% A

6% A

7% A

67% ABCDE

G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

20


Lifestyle Statements & Attitudes towards Technology

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Lifestyle Statements - % Agree (5,6,7) – Segments Total (n=1350) Post secondary education essential for success

80%

Well informed about current events

64%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

85% BE

74%

91% BDEF

81% E

66%

81% E

74% BDE

53%

87% ABDEF

58%

52%

63%

Dream about winning the lottery

57%

67% BDEF

57% EF

92% ABDEF

51% EF

26%

17%

Prefer to work quietly behind the scenes

56%

53%

51%

69% ABEF

60% E

48%

53%

61% BDEF

44% E

81% ABDEF

47% E

33%

42%

I believe in fate

52%

Most important education is outside school

49%

49%

47%

65% ABDEF

42%

44%

47%

Balance potential losses and gains in money People should have the right to potentially harm themselves People deserve only what they work for

48%

52% BDE

41%

78% ABDEF

40%

32%

39%

46%

52% BD

36%

69% ABDEF

35%

44%

41%

46%

44%

41%

61% ABDEF

45%

43%

47%

I am an adventurer

46%

46% D

42% D

78% ABDEF

25%

43% D

42% D

Enjoy life today – without future worry

45%

44% F

40% F

75% ABDEF

37%

37%

25%

Everything is changing too fast today

45%

33%

47% AE

72% ABDEF

49% AE

29%

42% E

I like to win and feel I have beaten the world

45%

54% BDEF

43% DEF

81% ABDEF

24%

25%

21%

Often think to the past with regret

44%

39% E

42% E

74% ABDEF

41% E

29%

36%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

22


Lifestyle Statements - % Agree (5,6,7) – Segments continued A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

42% E

41% E

66% ABDEF

48% E

28%

36%

36%

31% D

30% D

67% ABDEF

21%

32% D

34% D

I like discussions about how to spend money

34%

34% D

28% D

68% ABDEF

14%

27% D

36% D

I like the challenge of going against the odds

33%

37% DEF

32% DEF

72% ABDEF

11%

15%

19%

I am a generally lucky person

32%

32% DE

28% D

62% ABDEF

16%

20%

29% D

Very important for me to feel a part of a group

31%

22%

30% ADE

67% ABDEF

15%

19%

30% DE

I’m more experimental than traditional

30%

27% D

27% D

62% ABDEF

15%

22%

27% D

Not interested in financial gain – just avoid losses

30%

22%

27%

53% ABDEF

21%

24%

34% AD

I try new products before my friends do

29%

25% DE

30% DE

57% ABDEF

15%

17%

26% D

Total (n=1350)

Things in my life are not as good as they once were

44%

What you own says a lot about your success

I often feel left out of decisions that affect me

24%

14%

29% ADE

46% ABDEF

15%

16%

23%

Often buy new brands just to try them

24%

19% F

24% DEF

54% ABDEF

16%

13%

9%

22%

19% D

24% DEF

50% ABDEF

5%

13% D

13% D

4%

11% AD

39% ABDEF

2%

10% AD

8% D

I enjoy some element of danger in my life Most nights I am out at a social event

12%

G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

23


Attitudes Toward Technology - % Agree (5,6,7) – Segments A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

66%

78% BDEF

58%

83% BDEF

61%

50%

64% E

64%

76% BDEF

57% D

81% BDEF

47%

58% D

55%

64% DEF

56% D

83% ABDEF

38%

50% D

48%

54% B

44%

61% BE

60% BE

44%

59% BE

46%

41%

39%

57% ABE

58% ABE

37%

54% ABE

45%

34%

49% AE

52% AE

44% A

38%

59% ADE

41%

41% D

44% D

60% ABDEF

19%

37% D

35% D

39%

28%

39% AE

61% ABDEF

40% AE

28%

46% AE

35%

35% DE

36% DE

62% ABDEF

13%

23% D

35% D

35%

23%

29%

50% ABE

43% AB

32%

45% AB

32%

22%

34% A

45% ABDE

29%

30%

42% AD

31%

25%

35% AE

42% ADE

27%

24%

30%

29%

24% D

33% ADE

56% ABDEF

4%

22% D

27% D

24% D

25% D

53% ABDEF

7%

20% D

21% D

Total (n=1350) World seems closer thanks to the Internet Technology works very well for me I feel comfortable with new technologies Don’t want to think about technology, just want it to work I often seek advice when it comes to technology Internet technology negatively affects social interaction More knowledgeable about technology than most Concerned about online financial transactions

58% 52%

Others seek my opinion about technology Prefer newspapers and TV for news World would be fine without so much technology Sometimes feel like a slave to technology Technology partly defines my self image I like to be the first to try the latest technology

26%

G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

24


Corporate Image

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Informed About Florida Lottery 100% 15%

18%

12%

80%

60%

7% 13% 26%

34%

34%

36%

43%

33% 41%

Not at all informed Not very well informed Somewhat informed

46%

40%

40% 39%

47%

29%

Very well informed

45% 36%

20% 17%

21% 0%

8% Total (n=1350)

4% Self-Assured Realists (n=289)

8% Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

20%

7%

2%

4%

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

C1. How well informed do you feel you are about who the Florida Lottery as an agency is and what they do? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

26


Overall Opinion of The Florida Lottery - % Positive (5,6,7) 100% 85% 80% 65% 60%

32% 7 - Very Positive

7%

52% 9%

28%

40% 19%

49% 3% 17%

29%

28%

24%

24%

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

16%

20% 30%

25% 0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

6

45% 5%

5 28% 4% 4% 20%

12% 1% 4% 7%

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

C2. How would you describe your overall opinion of the Florida Lottery as an agency on a scale from 1 to 7, where '1' means your opinion is 'Very Negative' and '7' means your opinion is 'Very Positive'? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

27


Perceptions of the Florida Lottery - % Agree (5,6,7) A

B

C

D

E

F

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

The Florida Lottery offers convenient locations for me to purchase tickets The Florida Lottery offers convenient ways of cashing in winning tickets

82%

94% BDEF

79% EF

95% BDEF

87% BEF

59%

59%

67%

77% BEF

66% EF

91% ABDEF

70% EF

41%

33%

The Florida Lottery markets its games to adults only

65%

75% BDEF

61% EF

93% ABDEF

59% EF

46%

41%

The Florida Lottery games and drawings are run fairly and honestly The Florida Lottery goes about marketing lottery games in a socially responsible way

61%

74% BDEF

56% EF

86% ABDEF

57% EF

40% F

27%

57%

67% BDEF

53% EF

92% ABDEF

53% EF

35% F

17%

The Florida Lottery is operated fairly and honestly

57%

68% BDEF

54% EF

84% ABDEF

52% EF

35%

25%

I know where money made by the Florida Lottery is supposed to go The Florida Lottery makes a positive contribution to the state of Florida

54%

62% BEF

48% E

74% ABDEF

53% E

34%

42%

53%

61% DEF

54% DEF

85% ABDEF

43% EF

31%

22%

Money from the lottery is going to a good cause

53%

61% BEF

49% EF

82% ABDEF

52% EF

32%

25%

The Lottery helps to improve the quality of education in Florida

51%

56% DEF

51% EF

84% ABDEF

41% F

31%

22%

I am satisfied with the job the Florida Lottery is doing

49%

62% BDEF

46% EF

80% ABDEF

41% EF

26% F

14%

Florida Lottery advertising is fun and entertaining

48%

56% DEF

51% DEF

86% ABDEF

33% EF

20%

17%

Florida Lottery games provide entertainment value for your money

45%

51% DEF

44% EF

83% ABDEF

36% EF

18%

18%

The Florida Lottery is a good corporate citizen

44%

51% BDEF

41% DEF

80% ABDEF

30% F

25% F

14%

It's fun to play the Lottery even if you don't win

40%

47% BDEF

36% DEF

79% ABDEF

24% F

20%

13%

Money from the Florida Lottery is going where it is supposed to go

38%

43% BDEF

34% EF

69% ABDEF

31% F

22%

14%

% Agree (5,6,7)

C3. [TOP3BOX (5-7] Here are some statements that could be made about the Florida Lottery. Please indicate how you feel about each statement on a scale of '1' to '7', where '1' means you Strongly Disagree and '7' means you Strongly Agree with the statement. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

28


Factual Statement About Florida Lottery Proceeds % More Convincing/ Reassuring

51% 55% 51%

$23 billion to education since 1988

63% 51% 43% 35%

30% of the money the Lottery takes in goes to education

Total (n=1350)

49% 45% 49%

Self-Assured Realists (n=289) Apprehensive Regulars (n=350)

37%

Passionate Gamers (n=223)

50%

Cautious Traditionalists (n=195)

57%

Indifferent Drop-ins (n=194)

65%

Prohibitionists (n=98*)

C4. The 1987 Florida Legislature enacted The Florida Public Education Lottery Act requiring that net proceeds from lottery games go to support improvements to public education programs throughout the State. Below are two factual statements about where the proceeds from the Florida Lottery go. With this in mind, please select which statement is more convincing and reassuring to you that Lottery money is going to education. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

29


Lottery Awareness & Participation

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Unaided Awareness of Florida Lottery Games Total (n=1350) Net Awareness of Any Game

79% 59%

Florida Lotto

50%

Powerball

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

90% BEF

81% EF

93% BEF

88% BEF

51%

47%

70% BEF

57% EF

71% BEF

72% BEF

34%

30%

62% EF

55% EF

62% EF

52% EF

22%

16%

Fantasy 5

31%

37% EF

34% EF

40% EF

39% EF

11%

8%

Cash 3

30%

40% BEF

29% EF

39% BEF

31% EF

14%

7%

Scratch-Off Games

26%

37% BCEF

22%

26% EF

33% BEF

15%

14%

Play 4

24%

30% BEF

22% EF

39% BDEF

26% EF

10%

7%

17% EF

13% F

17% EF

11% F

7%

2%

EZ Match 2%

3%

1%

2%

2%

1%

0%

Millionaire Raffle/Holiday Raffle/Firecracker Million- 2% aire Raffle/Lucky 7 Raffle

2%

1%

5% BDEF

1%

0%

0%

Lucky Lines 1%

0%

1%

4% ABDE

0%

<1%

0%

Mega Money

13%

B1. Please use the text boxes below to write down which Lottery games in Florida, if any, you are aware of. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

31


Share of Players and Spending By Segment % of Population Self-Assured Realists

21%

Apprehensive Regulars

14%

Indifferent Drop-ins

14%

Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

7%

25%

30%

17%

Cautious Traditionalists

Share of Spending

27%

26%

Passionate Gamers

Prohibitionists

Share of Players

27%

22%

33%

16%

4%

1%

Base: All respondents

14%

1%

<1%

* Small base size, interpret with caution.

32


Participation in Any Game Past Year

100%

Past Month Past Year but not Past Month 91% 86%

84% 80%

80%

76% 71%

68%

60%

69% 61%

58%

40%

20% 10%

13%

16% 11%

11% 6%

0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

17%

Passionate Gamers (n=223)

6% Cautious Traditionalists (n=195)

Indifferent Drop-ins n=194)

7% 3%

5%

Prohibitionists (n=98*)

D2/D3. In the past month/ 12 months have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

33


Florida Lottery Participation & Retention â&#x20AC;&#x201C; Any Game Summary Segments Played Past Year

100% 90%

85%

84% 85%

80% 70% 60%

71%

68%

Played Past 4 Weeks 91% 94%

Player Retention

86%

86%

80%

76% 80% 69% 65%

61%

58%

50% 43%

40% 30% 17%

20%

11%

7%

10% 0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

3%

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

$29

**

**

Average $ Past Month

$37

$33

$32

$54

**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

34


Florida Lotto Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year

100%

Played Past 4 Weeks

Player Retention

90% 74%

70%

40%

75%

71%

66% 60%

56%

60% 50%

80%

78%

80%

53%

51%

47%

50%

45% 40%

40%

35%

30% 20%

12%

17%

6%

10%

6% 1%

0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

$12

**

**

Average $ Past Month

$15

$15

$13

$20

**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

35


Scratch-Off Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year

100%

Played Past 4 Weeks

Player Retention

90% 82%

80% 72%

69%

70% 60%

64%

57%

53%

47%

50% 40% 30%

60%

56%

39%

38% 27%

42%

43%

41% 27%

23%

20% 7%

10% 0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

5% 3%

3%

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

**

**

**

Average $ Past Month

$19

$17

$15

$24

**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

36


Powerball Participation & Retention Summary â&#x20AC;&#x201C; Segments Played Past Year

100%

Played Past 4 Weeks

Player Retention

90% 80%

80%

72%

71%

70%

68%

67%

63%

60% 50%

50% 40% 30%

50%

47%

40%

39% 34%

50%

42%

34% 28%

28%

20% 8%

10% 0%

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

5%

2% 1%

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

**

**

**

Average $ Past Month

$13

$11

$14

$17

**Base size too small to report Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

37


Past Month Lottery Participation Total (n=1350)

58%

Any Game 35%

Florida Lotto

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

71% DEF

69% EF

86% ABDEF

61% EF

11% F

3%

40% EF

40% EF

53% ABEF

45% EF

6%

1%

Powerball

28%

34% EF

34% EF

40% DEF

28% EF

5%

1%

Scratch-Offs

27%

38% BDEF

27% EF

47% BDEF

23% EF

3%

3%

16% DEF

13% EF

23% BDEF

8% EF

1%

0%

Fantasy 5

12%

Cash 3

7%

9% EF

7% EF

14% BDEF

4%

1%

0%

Mega Money

7%

7% EF

7% EF

15% ABDEF

6% EF

1%

0%

Play 4

6%

5% EF

7% DEF

15% ABDEF

2%

1%

0%

Xtra

4%

6% EF

3% E

9% BEF

4% E

0%

0%

Powerplay

4%

5% EF

5% EF

10% ABDEF

2%

0%

0%

EZMatch 2%

2%

2%

4% E

2%

0%

0%

Lucky Lines 2%

1%

3% A

4% ADE

<1%

<1%

0%

D3. In the past month have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

38


Past Year Lottery Participation Total (n=1350)

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

84% EF

80% EF

91% ABDEF

76% EF

17% F

7%

56% EF

51% EF

66% BEF

60% EF

12%

6%

68%

Any Game 47%

Florida Lotto Scratch-Offs

39%

53% BDEF

42% EF

57% BDEF

41% EF

7%

5%

Powerball

39%

50% EF

47% EF

50% EF

42% EF

8%

2%

22% EF

20% EF

33% ABDEF

16% EF

2%

0%

18%

Fantasy 5 Cash 3

12%

14% DEF

14% DEF

26% ABDEF

7% EF

1%

0%

Mega Money

11%

15% EF

11% EF

19% BDEF

8% EF

1%

0%

Play 4

10%

10% DEF

12% DEF

23% ABDEF

3%

2%

0%

Powerplay

7%

8% EF

7% EF

17% ABDEF

5% F

2%

0%

Xtra

6%

8% EF

4%

14% ABDEF

5% F

1%

0%

Lucky Lines

5%

5% E

4% E

11% ABDEF

4% E

<1%

0%

Raffle

4%

4% E

4% E

10% ABDEF

3% E

0%

0%

EZMatch 3%

3% E

3% E

9% ABDEF

3% E

0%

0%

D2. In the past 12 months have you spent money on the following games? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

39


Frequency of Lotto Play By Segment Once a week or more often

100%

Once a month or more often

87% 80%

75%

72%

68%

65% 57%

60% 44% 39%

40%

44%

40%

20%

0%

Total (n=635)

Self-Assured Realists Apprehensive Regulars (n=163) (n=179)

Passionate Gamers (n=147)

Cautious Traditionalists (n=118)

D6. On average, how often would you say you play Florida Lotto? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Past Year Players

40


Frequency of Powerball Play By Segment Once a week or more often

100%

Once a month or more often

84% 80% 71%

69% 63%

59%

60%

40%

54% 40%

37%

39% 29%

20%

0%

Total (n=520)

Self-Assured Realists Apprehensive Regulars (n=146) (n=165)

Passionate Gamers (n=111)

Cautious Traditionalists (n=81)*

D6. On average, how often would you say you play Powerball? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Past Year Players

* Small base size, interpret with caution.

41


Frequency of Scratch-Off Play By Segment Once a week or more often

100%

Once a month or more often

78%

80% 67%

63% 56%

60%

53% 40%

40% 27%

27% 21%

19%

20%

0%

Total (n=523)

Self-Assured Realists Apprehensive Regulars (n=153) (n=145)

Passionate Gamers (n=128)

Cautious Traditionalists (n=79)*

D6. On average, how often would you say you play Scratch-Offs? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Past Year Players

* Small base size, interpret with caution.

42


Florida Lottery Participation – Once a Week or More Total (n=1350)

Any Game (Net)

47%

Fantasy 5

54%

Florida Lotto

44%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

45%

44%

57% ABD

44%

28%

34%

55%

44%

64% B

47%

42%

0%

39%

40%

57% AB

44%

31%

15%

Mega Money

41%

25%

44%

51% A

47%

51%

0%

Powerball

40%

37%

39%

54% ABD

29%

43%

0%

Play 4

38%

15%

43%

41%

64%

64%

0%

20%

33%

38%

22%

100%

0%

21%

27%

40% ABD

19%

9%

35%

4%

14%

32%

0%

0%

0%

0%

0%

15%

0%

0%

0%

31%

Cash 3

27%

Scratch-offs

17%

Lucky Lines Raffle (Millionaire, Firecracker, etc.)

6%

D6. [SUMMARY - ONCE A WEEK OR MORE OFTEN] On average, how often would you say you play ...? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

43


Reasons for Not Playing the Lottery Total (n=643)

The odds of winning are too poor

62% 49%

It's a waste of money Don't have the extra money available

45% 37%

I am not lucky, never win

A

B

C

D

E

F

Self-Assured Realists (n=100)

Apprehensive Regulars (n=132)

Passionate Gamers (n=47**)

Cautious Traditionalists (n=93*)

Indifferent Drop-ins (n=175)

Prohibitionists (n=97*)

67% C

65% C

44%

66% C

61%

60%

36%

44% C

22%

39%

58% ABCD

77% ABCDE

62% BEF

45%

44%

57% EF

36%

35%

53% EF

39% F

50% EF

42% EF

28%

24%

Lottery games are just not interesting enough for me

18%

16%

15%

5%

10%

25% CD

23% CD

I am not sure where the money goes

17%

16%

22% E

11%

12%

12%

29% ACDE

I consider myself morally opposed to gambling

16%

0%

11% AD

4%

3%

11% AD

68% ABCDE

24% DEF

19% EF

19% EF

10% F

4%

2%

9%

13% EF

13% EF

18% EF

9% F

5%

1%

7%

5%

8%

5%

5%

10%

5%

I don't know how to play/ it's too complicated

5%

5%

6%

6%

3%

7%

6%

I don't want to go to the customer service desk in my supermarket

4%

6%

5%

2%

3%

2%

2%

I'd like to play, but I just never remember to Can't use my debit card to purchase lottery games Too much trouble to find out whether I have won

12%

* Small base size, interpret with caution. D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given ** Very small base size, interpret with for why they rarely or never play the Lottery. Please check off the reasons that apply most to you. extreme caution. Continued... Base: All applicable respondents Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation 44


Reasons for Not Playing the Lottery continued Total (n=643)

A

B

C

D

E

F

Self-Assured Realists (n=100)

Apprehensive Regulars (n=132)

Passionate Gamers (n=47**)

Cautious Traditionalists (n=93*)

Indifferent Drop-ins (n=175)

Prohibitionists (n=97*)

The prize amounts and jackpots don't appeal to me

4%

5%

5%

2%

6%

4%

3%

Retailer/clerk never asks

4%

10% DF

3%

5%

2%

4%

1%

I don't know what the jackpot amount is

2%

1%

<1%

10% ABF

2%

4%

0%

Government remove the funds from education

2%

1%

3%

0%

3%

2%

4%

There are no lottery retailers near me Can't buy the games I like from Lottery vending machines Afraid to ask the retailer/clerk

1%

2%

1%

2%

0%

1%

3%

1%

1%

1%

5% E

0%

0%

1%

1%

1%

1%

0%

0%

1%

0%

Retailer/clerk at the store I frequent is not friendly

1%

0%

<1%

2%

1%

<1%

2%

Don't buy lottery tickets/ don't gamble

1%

0%

1%

0%

0%

1%

1%

Positive mentions

1%

1%

0%

2%

1%

1%

0%

Encourages the poor to gamble

<1%

0%

0%

0%

0%

0%

2%

Lottery is dishonest

<1%

0%

0%

0%

0%

0%

3% E

1%

1%

0%

0%

1%

1%

1%

<1%

0%

0%

0%

0%

<1%

0%

Other Don't know

* Small base size, interpret with caution. D8. You have indicated that you seldom or never play the Lottery. Below are some reasons other people like yourself have given ** Very small base size, interpret with for why they rarely or never play the Lottery. Please check off the reasons that apply most to you. extreme caution. Base: All applicable respondents Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation 45


Scratch-off Price Points Played â&#x20AC;&#x201C; Segments Most Often

Past Year 86% 90% 84% 86% 80%

$1 Games

65% 69% 66% 68% 60%

$2 Games

$3 Games 13% $5 Games

$10 Games

$20 Games

56% 56% 56% 54% 54%

30% 26% D 34% D 45% AD 48% 47% D 55% D 59% D

31% 23% 20% 27% D 34% AD 12% 19% 18% 19% 30% AD 9%

23% 24% 21% 23% 26% 6% 5% 7% 6% 5% 10% 9% 10% 11% 9% 2% 0% 1% 4% A 2% 4% 6% 5% 3% 3%

D9. From the list of Scratch-off game prices below, please check off which ones you have purchased over the past year. Then, please indicate which one price of Scratch-off Game you would say you purchase most often. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Spent money on Scratch-offs in past 12 months

Total (n=523) Self-Assured Realists (n=153) Apprehensive Regulars (n=145) Passionate Gamers (n=128) Cautious Traditionalists (n=79*)

* Small base size, interpret with caution. 46


Frequency of Scratch-off Participation by Price Point – Once a Week or More Total

A

B

C

D

Self-Assured Realists

Apprehensive Regulars

Passionate Gamers

Cautious Traditionalists

$1 Games

28%

25%

19%

46% ABD

22%

$2 Games

26%

16%

24%

45% ABD

15%

10%

16%

33%

23%

8%

9%

16%

17%

4%

11%

11%

0%

16%

17%

16%

0%

$3 Games

$5 Games

$10 Games

$20 Games

22%

12%

8%

15%

D10. [SUMMARY - ONCE A WEEK OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation

Base: Have played price point (n=varies)

47


Frequency of Scratch-off Participation by Price Point – Monthly or More Often Total

$1 Games

57%

$2 Games

51%

$3 Games

$5 Games

56%

41%

A

B

C

D

Self-Assured Realists

Apprehensive Regulars

Passionate Gamers

Cautious Traditionalists

50%

57%

79% ABD

43%

41%

48%

75% ABD

37%

42%

44%

75% B

58%

36%

34%

55% AB

41%

$10 Games

32%

30%

18%

53%

0%

$20 Games

32%

24%

32%

41%

12%

D10. [SUMMARY – MONTHLY OR MORE OFTEN] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation

Base: Have played price point (n=varies)

48


Frequency of Scratch-off Participation by Price Point – Less Than Monthly Total

A

B

C

D

Self-Assured Realists

Apprehensive Regulars

Passionate Gamers

Cautious Traditionalists

$1 Games

22%

25% C

20%

11%

28% C

$2 Games

24%

29% C

21%

12%

39% BC

17%

28%

13%

21%

38%

42% C

23%

37%

43%

49%

22%

57%

58%

54%

39%

27%

$3 Games

19%

$5 Games

$10 Games

$20 Games

35%

39%

47%

D10. [SUMMARY – LESS THAN MONTHLY] How frequently do you play the following price points of Scratch-off games? Florida Lottery – 2012 Segmentation

Base: Have played price point (n=varies)

49


Other Gaming Participation

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Past Year Other Gaming Participation Net Any Game

Net Any Game

Total (n=1350)

42%

Self-Assured Realists (n=289)

Indifferent Drop-ins (n=194) Prohibitionists (n=98*)

12%

12%

50%

34%

18%

9%

39%

55%

Cautious Traditionalists (n=195)

9%

47%

47%

Passionate Gamers (n=223)

(Excluding Internet Cafes)

35%

57%

Apprehensive Regulars (n=350)

Net I-Gaming

(Excluding Raffles)

27%

13%

5%

18%

3%

2%

1%

I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

51


Past Year Other Gaming Participation by Activity A

B

C

D

E

F

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

Raffles or fund raising tickets

16%

21% EF

16% E

19% EF

16% E

7%

9%

Gambled at Indian Casinos

14%

21% BDEF

14% EF

20% DEF

12% EF

5%

1%

Gambled at Resort Casinos such as Atlantic City or Las Vegas Gambled on a cruise ship or on a casino boat Slots operated in Florida counties like Miami-Dade or Broward

9%

15% EF

10% EF

9% F

8% F

5%

0%

8%

12% EF

7% F

12% BEF

6% F

3%

0%

8%

9% EF

10% EF

15% DEF

7% F

3%

1%

Played Bingo at Bingo halls

7%

6% E

9% DEF

15% ABDEF

3%

1%

1%

Placed bets on horse or dog racing at a race track or off-track Gambled on card games such as poker or Hold'em Poker at non-Casino locations

6%

7% DF

8% DEF

8% DEF

2%

3%

0%

5%

9% DEF

4% E

8% EF

3%

1%

1%

Played VLT's or Video Poker

3%

4%

2%

7% BDEF

1%

1%

0%

Internet Cafes

3%

2%

3% E

7% ABDE

1%

0%

2%

Entered fantasy sports pools on the Internet for real money

3%

2%

4% E

6% ADEF

1%

<1%

0%

Jai Alai games

2%

2%

1%

6% ABDEF

0%

1%

0%

Played Casino games on the Internet for real money

2%

2%

2%

4% DE

0%

0%

0%

% Participated

Continued... I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

52


Past Year Other Gaming Participation by Activity continued A

B

C

D

E

F

Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

Played Poker on the Internet for real money

2%

3% DE

2%

4% DE

0%

0%

0%

Sports betting on the Internet for real money

2%

3% D

2%

6% BDEF

0%

1%

0%

Played skill, casual, or puzzle games (i.e. Backgammon, Pool, Mahjong, etc.) on the Internet for real money (i.e. for a subscription fee or other)

2%

1%

2%

5% ABDE

0%

0%

1%

Bet on horse or dog racing on the Internet for real money

1%

1%

1%

3% D

0%

1%

0%

Played Bingo on the Internet for real money

1%

<1%

1%

4% ABDE

<1%

<1%

0%

Played Blackjack on the Internet for real money

1%

1%

<1%

4% BDE

<1%

0%

0%

Played card games on the Internet for real money (i.e. Baccarat or Pai Gow)

1%

2%

1%

3% DE

0%

0%

0%

Any other type of gambling on the Internet for real money

1%

1%

1%

4% ABDE

0%

0%

0%

Played games on the Internet for real money using your cell phone or PDA (i.e. iPhone, Blackberry, etc.)

1%

0%

1%

3% AB

1%

1%

1%

Purchased lottery tickets over the Internet

1%

1%

1%

6% ABDEF

0%

0%

0%

None of the above

58%

43%

53% A

45%

66% ABC

82% ABCD

88% ABCD

% Participated

I1. In the past 12 months, have you spent any money on any of the following activities? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

53


Technology, Leisure Activities and Media

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Time Spent Connected to the Internet â&#x20AC;&#x201C; Segments Mean

19.3

21.9

19.1

19.9

18.2

8%

11%

5% 10%

11%

8% 6%

17.2

16.6

8% 7%

5% 8%

15%

14%

100%

80%

10%

16%

19%

23%

60%

40%

19% 25% 24%

27%

8%

19% 20%

24%

41 hours or more

29%

24%

20%

31 to 40 hours 21 to 30 hours 11 to 20 hours 10 hours or less

20%

0%

26%

27%

30%

32%

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

31%

Total (n=1350)

37%

Indifferent Drop-ins (n=194)

42%

Prohibitionists (n=98*)

F2. In an average week, how many hours do you spend connected to and actively using the Internet? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

55


Participation in Internet Activities â&#x20AC;&#x201C; Segments Total (n=1350) Paid bills/other online banking

69%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

84% BCDEF

69% E

67%

67%

57%

58%

Online survey to comment on a service/product

66%

77% BCEF

65% C

53%

73% CEF

62%

57%

Watched videos on a site like YouTube

66%

74% DEF

71% DEF

67% DF

57%

60%

54%

66% BCDEF

58%

49%

56%

49%

48%

50% EF

46%

42%

46%

39%

38%

44% BEF

34% EF

45% BEF

37% EF

23%

22%

Comparison shopped for products/services

56%

Bought/sold a product/service directly online

45% 36%

Clicked an ad on website Checked winning lottery numbers

33%

42% EF

35% EF

51% BDEF

36% EF

7%

2%

Downloaded an app

32%

35% DE

30%

42% BDEF

25%

25%

29%

29% D

29% D

38% BDEF

20%

25%

22%

30% DE

29% DE

26% D

10%

20% D

23% D

24% E

19% E

18%

17%

12%

16%

Downloaded music/MP3 files

28%

Participated in an online discussion/chat session

24%

Participated in a promotional campaign by entering on a website

18%

Bought/sold stocks/other investments online

7%

8% E

9% E

8% E

6%

2%

5%

None of the above

8%

4%

6%

8%

6%

14% ABD

20% ABCD

F1. Which of the following activities have you done on the Internet in the past month? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

56


Users of Social Media Websites Total (n=1350)

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

You Tube

75%

79% DF

78% DF

78% DF

68%

76% F

58%

Facebook

74%

77% F

75% F

80% DEF

71%

69%

63%

41%

49% E

50% E

51% E

38%

43%

Google +

46%

Twitter

25%

26% DF

26% DF

37% ABDEF

12%

27% DF

13%

LinkedIn

23%

27% F

23%

22%

20%

25%

16%

10%

13%

25% ABDEF

7%

7%

11%

13% DF

8%

13% DF

6%

11% F

3%

<1%

1%

1%

2%

0%

2%

Yahoo! 360 Flickr

13% 10%

MySpace 1%

F3. [SUMMARY – USER OF] Which of the following categories best describes your awareness or use of the following websites? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

57


Aware But Not Users of Social Media Sites – Segments Total (n=1350)

Twitter

69%

Flickr

65%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

70% C

69% C

55%

85% ABCEF

68% C

71% C

63%

68% F

65% F

66% F

67% F

51%

LinkedIn

52%

49%

52%

55%

51%

56%

51%

Yahoo! 360

50%

55% F

52%

47%

47%

49%

40%

49% CF

42%

37%

40%

50% CF

34%

Google +

43%

Facebook

23%

21%

22%

17%

27% C

28% C

25%

YouTube

21%

18%

19%

16%

29% ABC

20%

29% AC

2% B

0%

1%

0%

0%

1%

MySpace 1%

F3. [SUMMARY – HEARD OF BUT NOT VISITED] Which of the following categories best describes your awareness or use of the following websites? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

58


Frequency of Visitation for Social Media Websites Daily

Less than weekly

47%

12%

Flickr 10%

28%

44%

28%

Youtube

28%

36%

36%

Twitter

23%

35%

42%

Google +

22%

30%

48%

Yahoo 360

10%

27%

63%

Facebook

LinkedIn

Weekly

38%

42%

52%

F4. Which of the following statements would you say best describes how often you login or check your social networking account(s)? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Users of site (n=varies)

59


Frequency of Leisure Activities – Weekly A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

51%

56%

62% A

59%

56%

58%

54% DEF

47% EF

53% DEF

40%

30%

32%

29%

24%

23%

38% ABE

37% ABE

24%

34% B

Play games on mobile/cell phones

27%

28% D

28% D

43% ABDEF

14%

22%

17%

Doing crossword/Sudoku puzzles

26%

23%

23%

30%

35% AB

26%

26%

Total (n=1350) Running/walking for fitness/exercise

57%

Play games on Internet for fun

45%

Working in the yard/ garden

Playing cards/board games for fun, not money

18%

20% E

19% E

24% E

18% E

10%

15%

Biking/cycling

17%

16%

16%

29% ABDEF

11%

14%

15%

Visiting the mall

14%

7%

17% AD

29% ABDEF

9%

12%

12%

Sewing/doing crafts/ scrapbooking

13%

9%

14%

19% ADE

10%

11%

16%

Going to a bar/lounge with friends

13%

12% F

14% DF

27% ABDEF

7% F

8% F

1%

Going to the movies

8%

4%

7%

23% ABDEF

3%

4%

5%

Playing fantasy sports

8%

5%

9% DF

18% ABDEF

3%

8% F

1%

Golfing

6%

3%

6%

12% ABEF

7%

4%

4%

Bowling

5%

1%

6% AD

12% ABDE

1%

2%

5%

Camping/hiking/fishing

5%

2%

4%

12% ABDF

3%

6%

3%

F5. [SUMMARY – WEEKLY OR MORE] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

60


Frequency of Leisure Activities – Monthly or More Often Total (n=1350) Running/walking for fitness/exercise

70%

Play games on Internet for fun

58%

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

70%

71%

79% AEF

70%

65%

65%

65% DEF

64% DEF

74% ABDEF

47%

38%

38%

Visiting the mall

50%

42%

54% AD

66% ABDEF

44%

44%

43%

Working in the yard/ garden

49%

46%

46%

56% ABE

51%

44%

55%

39%

36%

36%

43%

47% ABE

35%

37%

37%

39% EF

38% E

50% ABDEF

34%

26%

27%

Going to the movies

35%

34% DF

36% DF

56% ABDEF

20%

31% D

22%

Play games on mobile/cell phones

35%

35% D

40% DEF

51% ABDEF

19%

27%

25%

Doing crossword/Sudoku puzzles Playing cards/board games for fun, not money

Going to a bar/lounge with friends

29%

30% DF

32% DEF

49% ABDEF

18% F

22% F

6%

Biking/cycling

28%

29% D

31% D

39% ADEF

18%

25%

21%

19%

29% ADE

28% AD

18%

19%

28%

15%

14%

13%

27% ABDEF

9%

10%

10%

Playing fantasy sports

13%

10%

16% ADEF

27% ABDEF

5%

9%

3%

Bowling

12%

8% D

14% AD

26% ABDEF

2%

8% D

9% D

Golfing

12%

9%

12%

22% ABDEF

12%

7%

6%

Sewing/doing crafts/ scrapbooking Camping/hiking/fishing

24%

F5. [SUMMARY – MONTHLY OR MORE] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

61


Frequency of Leisure Activities – Monthly A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

21%

20%

15%

19%

18%

14%

19% DF

16% F

13%

9%

15%

7%

10%

10%

10%

12%

9%

10%

6%

Going to a bar/lounge with friends

8%

8%

9% F

10% F

8%

6%

2%

Working in the yard/ garden

8%

8%

10%

7%

5%

8%

7%

Play games on Internet for fun

6%

4%

9% ADE

9% ADE

1%

3%

3%

Camping/hiking/fishing

6%

7% E

6% E

8% E

4%

2%

8% E

Biking/cycling

6%

6%

8% F

5%

5%

4%

2%

Running/walking for fitness/exercise

6%

7%

8%

6%

4%

4%

5%

Doing crossword/Sudoku puzzles

6%

9% E

6%

6%

6%

3%

8%

Sewing/doing crafts/ scrapbooking

6%

6%

10% CDE

4%

4%

4%

7%

Bowling

4%

4% D

6% D

9% ADE

0%

3% D

3% D

Golfing

3%

3%

4% E

6% DEF

1%

1%

1%

Playing fantasy sports

3%

3%

5% E

5% E

1%

<1%

1%

Play games on mobile/cell phones

3%

1%

5% AE

2%

3%

1%

1%

Total (n=1350) Visiting the mall

18% 15%

Going to the movies Playing cards/board games for fun, not money

F5. [SUMMARY – MONTHLY] How frequently do you participate in each of the following leisure activities? Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

62


Frequency of Watching Television Programs – Frequently/ Occasionally Total (n=1350)

83%

Local or national news

A

B

C

D

E

F

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

86%

54%

86%

85%

69%

87%

TV drama

69%

70%

72%

71%

74%

56%

63%

Movies aired on regular channels with commercial breaks throughout

69%

67%

75%

77%

68%

54%

64%

61%

71%

61%

66%

58%

52%

42%

59%

69%

54%

64%

65%

46%

49%

58%

58%

69%

56%

39%

46%

52%

44%

65%

41%

35%

30%

Sitcoms Sports Programs about current events

56% 46%

Reality-based programs Morning shows

43%

43%

42%

55%

47%

32%

42%

Game shows

42%

51%

47%

40%

35%

24%

33%

Shows about entertainers and celebrities

35%

39%

36%

55%

28%

23%

23%

Late night talk shows

34%

33%

37%

49%

28%

25%

24%

30%

29%

45%

24%

19%

22%

16%

18%

32%

14%

10%

26%

29%

Daytime talk shows Soap operas

19%

F6. [SUMMARY – FREQUENTLY/ OCCASIONALLY] Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

63


Frequency of Watching Television Programs Never Soap operas

Occasionally

Reality-based programs

33%

Shows about entertainers and celebrities

32%

Morning shows

31%

Game shows

Programs about current events

18%

Sitcoms

18% 14%

Movies aired on regular channels with commercial breaks throughout 10% Local or national news 7% 10%

23%

36%

23%

21%

35%

26%

31%

30%

21%

44%

25%

30%

39%

22%

14%

28%

31%

17%

20%

23%

26%

19%

11%

24%

32%

23%

Sports

10%

23%

21%

27%

9%

24%

30%

36%

10%

9% 20%

25%

46%

Late night talk shows

Frequently

13%

68%

Daytime talk shows

TV drama

Rarely

22%

61%

F6. Following is a list of types of TV programs. Please indicate if you frequently, occasionally, rarely or never watch each type. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents (n=1350)

64


Demographics

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Demographics Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

18 to 34

27%

24%

32%

37%

11%

32%

19%

35 to 54

33%

40%

34%

35%

30%

27%

17%

55+

39%

35%

33%

24%

59%

39%

61%

Male

49%

48%

49%

54%

44%

50%

41%

Female

52%

52%

51%

46%

56%

50%

59%

High school or less

21%

16%

21%

27%

25% A

18%

16%

Some post-secondary

63%

67%

64%

60%

57%

64%

69%

University or more

16%

18%

15%

13%

19%

18%

15%

Age:

Gender:

Education:

Continued...

Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

66


Demographics continued Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

No

78%

84%

77%

65%

89%

76%

74%

Yes

21%

15%

21%

34%

10%

21%

25%

Self-employed

8%

9%

9%

12%

5%

7%

7%

Working full-time (35+ hours/week)

31%

35%

29%

38%

21%

34%

18%

Working part-time (<35 hours/week)

9%

9%

11%

8%

10%

9%

9%

Homemaker

9%

7%

12%

6%

10%

6%

8%

Student

7%

7%

8%

7%

4%

12%

7%

Retired

24%

22%

20%

16%

35%

20%

45%

Not currently employed

11%

11%

10%

11%

14%

12%

4%

Hispanic:

Employment Status:

Continued... Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

67


Demographics continued Total (n=1350)

Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

1

21%

14%

23%

15%

31%

28%

22%

2

40%

43%

35%

36%

45%

43%

43%

3

18%

21%

20%

21%

14%

13%

18%

4

12%

15%

12%

19%

7%

7%

8%

5 or more

8%

7%

9%

8%

4%

9%

8%

Less than $20K

17%

13%

19%

20%

20%

16%

18%

$20K to $29K

10%

9%

7%

15%

11%

10%

8%

$30K to $49K

23%

24%

21%

24%

24%

19%

27%

$50K to $69K

17%

18%

20%

18%

17%

16%

10%

70K+

22%

28%

24%

13%

21%

25%

22%

Prefer not to answer

10%

9%

10%

11%

7%

14%

16%

Number of People in Household:

Household Income:

Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

68


Appendix

Nobodyâ&#x20AC;&#x2122;s Unpredictable


Gaming Motivations - % Agree (5,6,7) Apprehensive Regulars (n=350)

Self-Assured Realists (n=289)

For the chance to win a little bit of money

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

For the anticipation of winning

When the jackpot is high

83%

78%

69%

65%

66% 97%

61% 92%

72%

91%

58%

11%

49%

19% 73%

4% 68%

You can dream about what you would do

60% Because itâ&#x20AC;&#x2122;s easy to play

61%

56%

61%

58% 93%

90%

37% 1%

40% 10%

58%

56%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Indifferent Drop-ins (n=73*)

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

Continued...

* Small base size, interpret with caution. 70


Gaming Motivations - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Because you feel lucky that day

For entertainment or fun 64%

When you have spare change

53%

53%

51%

56% 92%

52% 88%

26%

86%

27%

11%

30%

3% 55%

0% 52%

Because it’s exciting

50% When it’s a special occasion

54%

48%

45%

50% 94%

84%

11%

24%

2%

7% 47%

47%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery – 2012 Segmentation

Indifferent Drop-ins (n=73*)

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

Continued...

* Small base size, interpret with caution. 71


Gaming Motivations - % Agree (5,6,7) continued Apprehensive Regulars (n=350)

Self-Assured Realists (n=289)

It’s completely impulsive

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

If you play you will eventually win

To support worthy causes

38%

Indifferent Drop-ins (n=73*)

31%

46%

37%

36% 74%

40% 78%

25%

77%

31%

5%

15%

9% 42%

0% 40%

For the challenge

38% If you don’t play you’ll miss your chance

25%

25%

38%

31% 81%

76%

12% 1%

20% 2%

35%

34%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery – 2012 Segmentation

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

Continued... * Small base size, interpret with caution. . 72


Gaming Motivations - % Agree (5,6,7) continued Apprehensive Regulars (n=350)

Self-Assured Realists (n=289)

As a distraction from everyday routines

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

You get an omen or sign that reminds you to play

20%

For a break in your day

18%

33%

15%

30% 72%

30% 66%

7%

73%

8%

5%

4%

0% 31%

0% 28%

You play in a pool or group with others 16%

27% After you see or hear advertising 12%

27%

26% 55%

5% 2% 24%

64% 3% 2% 24%

G1. Here are some reasons why people say they like to play lottery games or other gaming activities. 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. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Indifferent Drop-ins (n=73*)

Base: In Past 12 Months ever Spent Money/ever Played Games/Activities

* Small base size, interpret with caution. ** Very small base size, interpret with extreme caution. 73


Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Important money goes to a good cause

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

It’s up to individuals to control their gambling

90%

Prohibitionists (n=98*)

An appropriate way to raise revenue 93%

80%

77%

74%

95%

54% 96%

89%

86%

82%

72%

53%

74%

84% 85%

0%

63% 82%

Concerned many lottery players can’t afford it

14% 59% Lotteries are innocent forms of entertainment

37%

61% 61%

33%

52%

80%

54%

26%

52%

22% 80%

2%

53%

42%

Continued...

G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

74


Statements About Lotteries & Gaming in Florida - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Florida too dependant on Lottery for revenue

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

There is too much gambling in Florida

16%

5% 39%

29%

42%

29%

32%

18%

31%

20% 62%

79%

34%

24% I am morally opposed to gambling

More controls for where & when you can play 6%

2% 28%

23%

38%

21%

14%

7%

20%

18% 58%

78%

24%

19%

G2. Here are some statements that could be made about lotteries and gaming in Florida. For each statement, please indicate if you agree or disagree using a scale from 1 to 7 where 1 is 'Strongly Disagree' and 7 is 'Strongly Agree'. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

75


Harmfulness of Gambling Activities – % Harmful (5,6,7) Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Any type of Internet gambling

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Resort Casinos eg. Reno, Las Vegas

Horse or dog-track betting

19%

12%

8%

55%

48%

29%

43%

27% 57%

25%

35%

32%

Prohibitionists (n=98*)

31%

25% 95%

24% 95%

43%

94%

35% Sports betting

32% VLT’s or Video Poker

7%

13% 42%

39%

23%

20% 40%

34%

22%

19% 96%

93%

32%

31%

Continued...

G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

76


Harmfulness of Gambling Activities – % Harmful (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Card Rooms

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Playing poker for fun on the Internet

Indian Casinos in Florida

11%

5%

10%

38%

40%

21%

33%

24% 38%

21%

22%

19%

30%

20% 89%

19% 93%

30%

Prohibitionists (n=98*)

76%

28%

27% Lottery draw games eg. Powerball, Florida Lotto

Cruise ship casinos 5%

<1% 34%

24%

20%

13%

14%

7%

13%

16% 89%

87%

24%

18%

Continued...

G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

77


Harmfulness of Gambling Activities – % Harmful (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Lottery Scratch-Off games

Gambling proceeds go to churches or charities

1%

3% 25%

Prohibitionists (n=98*)

19%

14%

13%

5%

12%

12%

6% 82%

77%

17%

16% Bingo

Raffles

2%

1%

15%

13%

13%

11%

4%

6%

4%

7% 66%

67%

12%

12%

G3. Below is a list of different games and gambling activities. For each one, please indicate whether you personally think it is harmful or not. Use a scale from 1 to 7, where 1 means that activity is 'Not at all Harmful' and 7 means the activity is 'Very Harmful‘. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

78


Lifestyle Statements - % Agree (5,6,7) Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Post secondary education essential for success

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Well informed about current events

85%

Prohibitionists (n=98*)

Dream about winning the lottery

74%

74%

67%

53% 91%

57% 87%

81%

92%

58%

66%

52%

81% 80%

63% 64%

Prefer to work quietly behind the scenes

51% 26% 17% 57% I believe in fate

53%

61%

51%

44% 69%

81%

60%

47%

48%

33%

53% 56%

42% 52%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

79


Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Most important education is outside school

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

People should have the right to potentially harm themselves

Balance potential losses and gains in money

49%

Prohibitionists (n=98*)

52%

47%

52%

41% 65%

36% 78%

42%

69%

40%

44%

35%

32%

47% 49%

44%

39% 48%

People deserve only what they work for

41% 46% I am an adventurer

44%

46%

41%

42% 61%

78%

45%

25%

43%

43%

47% 46%

42% 46%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

80


Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Enjoy life today â&#x20AC;&#x201C; without worrying about the future

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Everything is changing too fast today

44%

I like to win and feel I have beaten the world

33%

40%

Prohibitionists (n=98*)

54%

47% 75%

43% 72%

37%

81%

49%

37%

24%

29%

25% 45%

25%

42% 45%

21% 45%

I Often think to the past with regret

Things in my life are not as good as they once were

39%

42%

42%

41% 74%

66%

41%

48%

29%

28%

36% 44%

36% 44%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

81


Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

What you own says a lot about your success

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

I like discussions about how to spend money

31%

I like the challenge of going against the odds

34%

30%

37%

28% 67%

32% 68%

21%

72%

14%

32%

11%

27%

34% 36%

Prohibitionists (n=98*)

15%

36% 34% I am a generally lucky person

19% 33% Very important for me to feel a part of a group

32%

22%

28%

30% 62%

67%

16%

15%

20%

19%

29% 32%

30% 31%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

82


Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

I’m more experimental than traditional

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Not interested in financial gain – just avoid losses

27%

I often try new products before my friends do

22%

27%

25%

27% 62%

30% 53%

15%

57%

21%

22%

15%

24%

27% 30%

Prohibitionists (n=98*)

17%

34%

26% 29%

30% I often feel left out of decisions that affect me

I often buy new brands just to try them

14%

19%

29%

24% 46%

54%

15%

16%

16%

13%

23% 24%

9% 24%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery – 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

83


Lifestyle Statements - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

I enjoy some element of danger in my life

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

Most nights I am out at a social event 4%

19%

11%

24%

39%

50% 2%

5%

10%

13%

8% 12%

13% 22%

Continued... G4. Different people approach life in different ways. Using a 7 point scale, where '1' means 'Strongly Disagree' and '7' is 'Strongly Agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

84


Attitudes Toward Technology - % Agree (5,6,7) Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

World seems closer thanks to the Internet

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

Technology works very well for me

78%

Prohibitionists (n=98*)

I feel comfortable with new technologies

76%

58%

64%

57% 83%

56% 81%

61%

83%

47%

50%

38%

58%

64% 66%

50%

55% 64%

Donâ&#x20AC;&#x2122;t want to think about technology, just want it to work

48% 58% I often seek advice when it comes to technology

54%

41%

44%

39% 61%

57%

60%

58%

44%

37%

59%

54%

52%

46%

Continued... G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

85


Attitudes Toward Technology - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Internet technology negatively affects social interaction

Cautious Traditionalists (n=195)

Indifferent Drop-ins (n=194)

More knowledgeable about technology than most

34%

Concerned about online financial transactions

41%

49%

28%

44%

52%

Prohibitionists (n=98*)

39% 60%

44%

61%

19%

38%

40% 37%

59%

28%

35% 41%

45% Others seek my opinion about technology

46% 39% Prefer newspapers and TV for news

35%

23%

36%

29% 62%

50%

13%

43%

23%

32%

35% 35%

45% 35%

Continued... G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

86


Attitudes Toward Technology - % Agree (5,6,7) continued Self-Assured Realists (n=289)

Apprehensive Regulars (n=350)

Passionate Gamers (n=223)

Cautious Traditionalists (n=195)

World would be fine without so much technology

Indifferent Drop-ins (n=194)

Prohibitionists (n=98*)

Sometimes I feel like a slave to technology

22%

25%

34%

35%

45%

42%

29%

27%

30%

24%

42%

30% 31%

32% Technology partly defines my self image

I like to be the first to try the latest technology

24%

24%

33%

25% 56%

53%

4%

7% 22%

20%

27% 29%

21% 26%

G5. In today's changing world, different people have different attitudes towards technology. Using a scale from 1 to 7, where 1 means 'Strongly disagree' and 7 means 'Strongly agree', please indicate the level to which you agree with the following statements. Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

* Small base size, interpret with caution.

87


Frequency of Play Once a week or more

Monthly

54%

Fantasy 5

21%

44%

Florida Lotto

41%

Powerball

40%

29%

Play 4

38%

34%

Scratch-Offs Lucky Lines Raffle (Millionaire, Firecracker, 6% etc)

30%

31% 27% 17% 15%

26%

29%

Mega Money

Cash 3

Less than monthly

28% 28% 31% 29%

29%

40%

36%

36%

42%

42% 76%

D6. On average, how often would you say you play ...? Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: Past Year Players

88


Proportion of Any Florida Lottery Game Participation and Spending % of Population

% Past Year Lottery Players 4%1%

7%

16%

27%

% Past Year Spending on Lotteries 1% 14% <1%

25%

21% 14%

22%

33% 30%

% Past Month Lottery Players

14% 15%

26%

3% <1%

26%

25%

17%

Self Assured Realists

Apprehensive Regulars

Passionate Gamers

Cautious Traditionalists

Indifferent Drop-Ins

Prohibitionists

Florida Lottery â&#x20AC;&#x201C; 2012 Segmentation

Base: All respondents

% Past Month Spending on Lotteries 2% 11% <1%

36% 31%

27%

23%

27%

89


2012 General Population Segmentation