These adults visited a casino on at least one occasion during the previous 12 months. Adults who visited any type of casino venue qualified for inclusion in the sample and were polled through the use of both Ypartnership and WMS online polling systems. All respondents were prequalified by their demography and previous gaming behavior. Data were collected in the fall of 2010.
METHODOLOGY
In order to expand the scope of previous
Please note that internet adoption and use in Mexico are higher amongst younger consumers than their older counterparts. comScore, Inc. cites that two-thirds of Mexico’s internet users are under age 35. Since the survey was conducted online and only gamblers with internet access were able to participate, we observed in the Mexican results a slightly younger perspective toward the issues explored in the study.
Additional analyses were performed to examine the influence of five major forces that impact the gaming industry today on three types of Active Gamblers – Casuals, Frequents and Avids. Each segment is defined by its value to the host casino by total amount gambled (number of trips x amount gambled per trip during the previous 12 months). The distribution of gamblers by type is below:
This year’s study was expanded to include the implementation of qualitative research. This research was conducted with U.S. gamblers in two markets (Midwest and West) to explore issues confronting gamblers today and to generate new insights to help shape the quantitative survey instrument.
The insights revealed in the Gaming Climate chapter of this report were derived from several sources including, but not limited to, the American Gaming Association, Spectrum Gaming Group’s Gaming Industry Observer, Ypartnership and WMS.
