Following this week’s publication into gambling addiction in Ireland by the UCD School of Information and Library Studies, which shows that over 40,000 people in Ireland are known to have a gambling addiction, Kantar Media TGI Ireland data gives marketers a deeper insight into the habits, motivations and attitudes of those who like to gamble.
In Ireland, 11% of adults (aged 15+) regularly gamble. Of this group, 63% are men, compared to just 37% of women. These gamblers are most likely to regularly participate in football pools or place a bet in a betting shop. Additionally, 25% of regular gamblers bet online.
Attitudinally, their addictive personalities are reflected in their lifestyle choices, as these regular gamblers are 64% more likely than the average Irish adult to agree “I really enjoy drinking for long sessions.” Just over a fifth of them also believe that beer goes really well with a meal, compared to 14% of Irish adults in general.
In order to reach this group, marketers would do well to consider newspapers and television. These regular gamblers are twice as likely as the average adult to be very interested in classified advertising in newspapers and 46% of them are also very interested in sports topics in newspapers. In keeping with their interest in sport, regular gamblers are 47% more likely than the average adult to usually watch sports news on television.
