POSTED BY Julie Reeve | Dec, 01, 2019 |

If you’re thinking of having your own lottery it’d be useful to know who might play it. It is valuable to know which demographics are likely to support you. Knowing about age ranges, gender and socio-economic group should inform your marketing choices. The introduction of the National Lottery really brought lotteries in general into focus in the UK. And we can’t escape the ever-present scratchcard display cases adorning every other shop counter. The appeal of playing a lottery is certainly broader today than it has ever been.

The National Lottery is the most popular gambling activity in the UK and has a good collection of readily available statistics so we will examine its players. We will also look at how we can draw conclusions that can inform and assist your lottery aspirations.

Over 70% of over 18 year olds have taken part in the National Lottery

This is great news for anyone thinking of using a lottery to fund raise. The fact that nearly 3 quarters of the population are already accustomed to how a lottery works is a superb start. Fundraising methods that require explanation to the interested party will always be less effective than ones already recognised. Familiarity is comfort.

Over 50% of lottery players are over 35 years old. 17% are under 24. 33% are somewhere in between

An interesting spread of players. This statistic shows that, despite a spurt in popularity and media coverage, playing lotteries is something that gets more popular as you age. We can use this information when planning marketing for your lottery. Advert targeting can be better aimed. Events or locations where the lottery is introduced to people can be better chosen.

50% of the UK population do the lottery at least once a month

Knowing this about who plays lotteries gives us confidence that we will retain longevity. Once people have started playing a lottery often FOMO ( fear of missing out ) takes hold. The idea that they might stop playing the week their numbers come up is understandably powerful! We, of course, make it very easy for a player to stop playing our lottery. We have a contact form on the website,  or will take an email or a phone call.

People who play, buy, on average 3 tickets a month

3 tickets seems to be the sweet spot. Plenty of players started out buying only 1 ticket. Some players will buy extra coming up to Christmas. Probably in the hope that their present buying might be made a whole lot easier! I think we can draw from this that, if the lottery is competitively priced, people don’t mind buying a few extra goes after the initial trial. 2 tickets is twice the chance to win, with 3 you are trebling your odds of success.

There are as many female players as there are males

Speaks for itself really! The fun of playing a lottery appears to be gender universal. If you are looking to have your own lottery this is a great thing to know. You can happily market your lottery anywhere you want safe in the knowledge that both females and males are as likely to sign up.

90% of winners continue to buy tickets even after winning

Do you think you would do the same? An overwhelming majority of winners will keep up their lottery ticket purchase regardless of their win size. They must all be hoping lightening strikes twice in the same place! It’s useful to know, as a lottery provider, that we don’t lose players after they win the game. I have a sneaking suspicion that many of them will buy more entries too but i have no evidence for that at all 😉

70% of past winners think they will win the lottery again

Despite dwindling odds it seems that the lucky few believe that their luck is with them to stay. Read more over here about multiple lottery winners all over the world. As a charity benefiting from a lottery this is great news for player retention. We hope that every player gets at least one win under their belt of course! Everyone deserves to be a winner once in a while.

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