Colorado Lottery Tracking Study Presentation March 2012 (W4)
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Transcript of Colorado Lottery Tracking Study Presentation March 2012 (W4)
Colorado Lottery Tracking Study Presentation
March 2012 (W4)
for Colorado Lottery
bySimon Jaworski
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Colorado Lottery Tracking Study: Content
BACKGROUND, OBJECTIVES & METHODOLOGY
KEY FINDINGS & RECOMMENDATIONS
AD AWARENESS
SECOND CHANCE DRAWINGS, SOCIAL MEDIA, WEBSITE &
BENEFITS
OVERALL LOTTERY PLAYERSHIP
SCRATCH GAMES
MULTI-STATE JACKPOT GAMES – POWERBALL & MEGA MILLIONS
OTHER DRAWING GAMES – LOTTO, CASH 5, MATCHPLAY
GAME SATISFACTION, JACKPOT TRIGGERS
ONLINE LOTTERY PURCHASES & EVENT SPONSORSHIP
COLORADO LOTTERY SEGMENTS ANALYSIS – W4 TRACKING
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Background
TRiG is conducting a point-in-time tracking study for Colorado Lottery and Scientific Games: Wave 1: April 18- April 26 (conducted for CO Lottery and Cactus) Wave 2: June 3- June 13 (conducted for CO Lottery and Cactus) Wave 3: September 19 - September 29 Wave 4: February 23 – March 5
TRiG has been conducting this study with the following focal points:1. Data Continuity with historical Colorado Lottery tracking studies2. Ensuring data collected online comports with previous RDD only studies3. Managing sample to be reflective of overall Colorado population
There are two key goals for this Colorado Lottery Point-In-Time Tracking Study:
1. To give the Lottery and Scientific Games accurate and relevant information, to enable both parties to make sound business decisions based upon market trends.
2. To enable the Lottery to use the new Tracking Data in conjunction with the historical information captured over the previous Telephone Tracking Study, and to make both the study and the data a seamless integration into the lottery’s business plan, on a weekly, monthly and annual basis.
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Methodology
600 Colorado respondents participated in a 15 minute online survey in Wave 4
The respondents: Must be older than 18 years of age Must not have moral objections to Colorado running a state lottery Must not work for an advertising agency, market research company,
marketing consultant, any type of Lottery or a store that sells lottery tickets Phone respondents must not have internet access
Margin of Error – Statistical Sample Accuracy at 90% confidence on n=600 completes is + or – 3.4%
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Sample Frame
W1 (N = 596 completes) W2 (N = 601 completes) W3 (N = 604 completes) W4 (N = 600 Completes)
* Percentages total more than 100% as respondents were allowed to select more than one answer choice
o Gender Breaks W1 W2 W3 W4 Colorado Population
- Female 51% 52% 51% 52% 51%
- Male 49% 48% 49% 48% 49%
o Age Breaks (% of adult population)
- 18-24 10% 14% 8% 8% 11%
- 25-34 17% 17% 21% 21% 20%
- 35-44 17% 19% 17% 16% 20%
- 45-54 24% 22% 23% 24% 20%
- 55-64 17% 16% 16% 21% 14%
- 65+ 15% 12% 15% 10% 15%
o Race
- Caucasian 81% 84% 82% 86% 84%
- Asian 3% 3% 4% 4% 3%
- African American 5% 5% 5% 5% 4%
- Other 15% 9% 12% 10% 10%
o Ethnicity
- Hispanic 21% 19% 22% 21% 21%
- Not Hispanic 79% 80% 77% 78% 79%
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Key Findings
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Key Findings (1) – Ad Awareness & Social Media
60% of Coloradoans recall viewing or hearing Colorado Lottery advertising within the past month, down from 63% in W3 to the lowest level for two years.
However, Multi-state drawing game unaided ad awareness is up significantly from Wave 3, with Mega Millions at its highest level for more than a year at 15%.
Powerball and Mega Millions total Ad awareness is up significantly, while Ad awareness of other games is down across the board.
80% of Coloradoans utilize social media. 71% are Facebook users and 15% are on Twitter, both up significantly in Wave 4.
Those who have viewed the CO Lottery brand within the Facebook and Twitter social media channels have been impressed with the quality of the content.
The Social Media content areas that stoked the most interest among respondents were related to ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’.
The CO Lottery website is the most popular communication channels for winning numbers and contest/promo information. Interest in receiving information on contests and promotions via Facebook is up significantly this wave.
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Key Findings (2) – Multi-State Games & $2 Powerball Powerball playership is up significantly from Wave 3, from 54% to 59%.
However, only 43% Coloradoans played at least one CO Lottery game in the past month in W4, down from the 50%+ levels in mid-2011. This decline is being driven by Scratch Game playership numbers being down.
Powerball spend, in the $2 game era, is up in for spend per play and in average spend per month.
Mega Millions spend is also up ‘per play’, and also up significantly ‘per month’ from W3.
40% of all Powerball players typically spend more than $10 in a month on new $2 Powerball.
42% of players spent $6 or more the last time they played, up significantly from Wave 3; the highest of any wave to date.
Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.
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Key Findings (3) – $2 Powerball
33% of $2 Powerball ‘lapsed’ players (not played in the past month) wait until the Powerball jackpot hits $100m.
Only 40% of Powerball players are aware of improvements made to the game
The most mentioned examples of improvements were ‘bigger jackpots/higher payouts’ and the ‘price change’.
Among those players who have continued to play Powerball, 82% state that they will continue playing Powerball now that it is a $2 game. Only 6% say they will stop playing.
40% of $2 Powerball players will spend $11 or more on $2 Powerball in a typical month.
40% of Powerball players are aware of the changes to the Powerplay feature, and 75% are not changing their Powerplay playership behavior in Wave 4.
83% of PowerPlay players say they will continue to play Powerplay despite the introduction of the $2 Powerball ticket, (up significantly in W4).
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Key Findings (4) – Jackpot info., Spending & Issues
The most effective source of jackpot information is ColoradoLottery.com followed by television news and outdoor advertising.
Facebook is the #1 single source where players would like to hear about Jackpots, with emails #2.
64% of players will spend roughly the same on all games, including Powerball, as Powerball increases to $2, with 53% of these players keeping spend across all games the same, and 11% altering their levels by game.
19% would increase spend overall, 10% would decrease spend overall.
As the $2 Powerball game has become a reality, the percentage of players keeping spend levels the same has risen dramatically in Wave 4.
Average spend figures for Lotto are up significantly in Wave 4.
Satisfaction levels for all games except Lotto are hovering around 40%. Scratch Game satisfaction is down significantly in Wave 4.
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Key Findings (5) – Scratch Games
The average Scratch game spend ($) figures (both last time played and per month) are up significantly in Wave 4.
However, Scratch Play for both Past Year and Past Month is down again in Wave 4.
53% of all players spent less than $5 the last time they played Scratch Games, down significantly from Wave 3. Both these facts indicate that the more casual player is not currently coming into the market.
Having less money available to spend is the key driver behind decisions to spend less on Scratch Game, however there was been a bump in those who ‘felt they didn’t win enough’.
Super Lemon-Lime Crossword and Wheel of Fortune are the most preferred $5 Instant Scratch Games among players.
Almost half of Scratch players would be interested in playing Scratch style Lottery games online.
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Key Findings (6) – Proceeds, Playership & Purchasing
58% of Coloradoans are aware of Second Chance Drawing. Almost 1/3 of respondents that are aware of Second Chance Drawings, participate in them.
Lottery players are generally very satisfied with the number of outlets available to purchase tickets. Only 6% of players claim there are not enough Lottery outlets
The number of Past Year Lottery players claiming to have experienced an issue due to store employee’s lack of knowledge, declined significantly in W4.
Close to two out of three Coloradoans indicated a likelihood to purchase lottery games in the future, similar to the last two waves.
36% of players would be interested in buying tickets online for other state’s drawing games. 45% of players are interested in purchasing CO Lottery drawing game tickets online.
The most recognized CO Lottery Community Outreach Programs are the Colorado State Fair and the Taste of Colorado. However half of all Coloradoans think none of the programs are in this list.
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Recommendations1. The Colorado market already appears to have adjusted to the $2 Powerball
game.
2. Game Awareness, Ad Awareness and understanding of Mega Millions should be the #1 priority for the Colorado Lottery moving forward, as there is a great opportunity to increase player penetration.
3. Looking at days where Players claim to play, the largest opportunity to increase Lottery purchases is Tuesday. Weekends and Wednesdays are already strong (as with most historical Powerball states). This can go hand in hand with a strategic build of Mega Millions.
4. There appears to be a strong case for an increased use of Social Media in Lottery communications, specifically to ensure all players, especially the youngest age group, are aware of ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’.
5. There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent, especially with the Outreach program numbers from Wave 4.
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Ad Awareness
15
Past Month CO Lottery Ad Awareness
60% of Coloradoans recall viewing or hearing Colorado Lottery advertising within the past month, down from 63% in W3 to the lowest level for two years.
May-10 W1 W2 W3 W4
69%63%
68%63% 60%
Q1. In the past month have you seen or heard any advertising for Colorado Lottery games?
(n = 596) (n = 601)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
(n = 604) (n = 600)
16
20%
5%
8%
15%
1%
4%
4%
0%
1%
1%
13%
6%
10%
5%
1%
3%
4%
0%
2%
0%
Games Advertised Past Month – Unaided Ad Awareness Total Market However, multi-state drawing game unaided ad awareness is
up significantly from Wave 3. Mega Millions Unaided Ad Awareness is at its highest level for more
than a year at 15%.
21%
12%
11%
10%
7%
6%
6%
3%
2%
2%
Q2. Please list which Colorado Lottery games you have seen advertised in the past month?
Powerball
Scratch games/Scratch
tickets/Scratch Off
Lotto
Mega Millions
Crossword/Crossword
Scratch/PuzzleColorado
Lottery/Lottery
CASH 5
Millionaire Raffle/Raffle
MatchPlay
Bingo
21%
10%
11%
8%
1%
7%
7%
3%
5%
1%
(n = 596)
W1(n = 601)
W2(n = 604)
W3(n = 600)
W4
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
17
40%
48%
31%
27%
17%
12%
1%
3%
46%
32%
24%
40%
13%
10%
1%
4%
Games Advertised Past Month – Total Ad AwarenessTotal Market Powerball and Mega Millions total Ad awareness is up significantly,
while Ad awareness of other games is down across the board.
Q2. Please list which Colorado Lottery games you have seen advertised in the past month?Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?
50%
49%
36%
35%
20%
13%
7%
6%
Powerball
Scratch Games
Lotto
Mega Millions
Cash 5
MatchPlay
Crossword/Crossword Scratch/Puzzle
Colorado Lottery/Lottery
49%
47%
35%
30%
19%
22%
1%
7%
(n = 596)
W1(n = 601)
W2(n = 604)
W3(n = 600)
W4
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
18
Colorado Lottery, Social Media, Website, Loyalty Club &
“Sign & It’s Yours” Campaign
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71%
29%
4%
15%
17%
15%
3%
6%
3%
20%
58%
26%
4%
10%
13%
20%
3%
NA
NA
29%
Social Media Websites Used
80% of Coloradoans utilize social media. 71% are Facebook users and 15% are on Twitter, both up significantly
in Wave 4.
Q7. Which of the following Social Media websites do you actively use (or visit frequently)?
56%
25%
9%
9%
8%
6%
2%
NA
NA
27%
YouTube
My Space
Google+
Flickr
Foursquare
Do not followSocial Media
60%
29%
8%
12%
8%
8%
3%
NA
NA
25%
(n = 596)
W1(n = 601)
W2(n = 604)
W3(n = 600)
W4
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
20
2%7%
12%7%
14%
14%
23%
43%
9% 29%
26%14%
Excellent - 10
9
8
7
6
5
4
3
2
Poor - 1
Presence of CO Lottery Brand on Facebook/Twitter
Those who have viewed the CO Lottery brand within the Facebook and Twitter social media channels have been impressed with the quality of the content.
^ Caution small base size*Base=Respondents who actively use/visit Facebook**Base=Respondents who have seen the CO Lottery brand on Facebook/Twitter***Base=Respondents who have “liked”/ “followed” the CO Lottery on Facebook/Twitter.Q7AW4. Have you seen the Colorado Lottery brand on… ?Q7BW4. Have you (IF FACEBOOK INSERT) "liked" (IF TWITTER INSERT) "follow“ the Colorado Lottery on Facebook/Twitter?Q7CW4 On a scale of 1 to 10, where 10 is an excellent quality that offers you everything you need to know about the Colorado Lottery and 1
is poor quality, how would you rate the Colorado Lottery on Facebook/Twitter?
Saw CO Lottery Brand on…
(n = 425*)
W4
Yes19%
No81%
“Liked”/“Follow” the CO Lottery Brand on…
Yes52%
No48%
(n = 82**) (n = 43***)^
Quality of Content on…
New Questions
Mean Rating: 7.6 8.4
Top 3 Box: 58% 86%
(n = 7***)^
Yes15%
No85%
Yes54%
No46%
(n = 89*) (n = 13**)^
Facebook Twitter
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Presence of CO Lottery Brand on Facebook/Twitter
Coloradoans who have not yet ‘liked’/’followed’ the CO Lottery on social media definitely express an interest in doing so in the future (2:1 ratio). (small base sizes)
*Base=Respondents who have not “liked”/ “followed” the CO Lottery on Facebook/Twitter.**Base=respondents who would not be interested in “liking”/“following” the CO Lottery on Facebook/Twitter.Q7DW4 Would you be interested in "liking"/"following" the Colorado Lottery on Facebook/Twitter?Q7EW4 Why aren’t you interested in "liking"/"following" the Colorado Lottery on Facebook/Twitter?
W4
Interest in “Liking”/“Following” CO Lottery on Facebook/Twitter
Yes64%
No36%
(n = 39*)^
TwitterYes67%
No33%
21%
21%
43%
21%
Wasn’t aware of it
Not interested in the content offered
Don’t like to follow brands/companies on
Facebook/Twitter
Another reason
Reasons for Not being Interested in “Liking”/“Following” CO Lottery on
Facebook/Twitter(n = 14**)^
50%
50%
50%
0%
Wasn’t aware of it
Not interested in the content offered
Don’t like to follow brands/companies on
Facebook/Twitter
Another reason
(n = 6*)^ (n = 2**)^
New Questions
22
CO Lottery Content on Social Media
The content areas that stoked the most interest among respondents were related to ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’.
*Base=Respondents who actively use/visit Facebook/TwitterQ7FW4 What kind of activity would you like to see from the Colorado Lottery on Facebook/Twitter?
52%
25%
51%
43%
13%
10%
12%
35%
7%
25%
52%
39%
47%
51%
17%
11%
18%
31%
8%
21%
Contests and Promotions
Upcoming events
Winning numbers
Current jackpot amount
Updates and photos of winners
Updates and photos about proceeds
Lottery retailors/where to buy
Updates about new games
Updates about new advertising
Nothing/it shouldn’t be on Facebook
Desired Facebook/Twitter Content
W4
(n = 425*)
(n = 89*)
New Questions
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Social Media Access
The overwhelming majority of social media users utilize their PC to access these sites.
37% access social media via mobile phone.
*Base=Respondents who use social mediaQ7c. How do you access social media?
W3
95%
38%
9%
1%
PC (Desktop or Laptop)
Mobile Phone
Tablets (such as IPads)
Other
(n = 427*)
96%
37%
14%
0%
W4(n = 483*)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
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Lottery Information Communication Preferences
The CO Lottery website is the most popular communication channels for winning numbers and contest/promo information.
Interest in receiving information on contests and promotions via Facebook is up significantly this wave.
Q7d. How do you prefer to receive winning numbers from the lottery?Q7e. How would you prefer to receive information about Lottery contests and promotions?
33%
29%
6%
5%
2%
2%
1%
1%
1%
1%
0%
0%
1%
19%
E-mailLottery Website
NewspaperNews/TV
In store (store unspecified)
MailStore where bought ticket
Phone/callText message
TwitterRadio
Other
None of the above
(n = 604)
40%
40%
1%
2%
21%
1%
1%
0%
0%
0%
4%
0%
0%
17%
Contest and Promotion Info
(n = 604)
Winning Numbers InfoW3
30%
39%
2%
2%
8%
0%
0%
1%
0%
0%
1%
0%
0%
15%
48%
32%
2%
5%
8%
0%
2%
0%
0%
0%
1%
1%
1%
19%
(n = 600)
W4 W3 W4(n = 600)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
25
12%11%
41%
20%
15%
Extremely Interested
Very Interested
Somewhat Interested
Somewhat Disinterested
Not at all Interested
Second Chance Drawing
58% of Coloradoans are aware of Second Chance Drawing. Almost 1/3 of respondents that are aware of Second Chance Drawings,
participate in them.
*Base=Respondents who are aware of the Second Chance DrawingQ5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing tickets for
an opportunity to still win prizes from a separate drawing?Q5BW4. Do you participate in the Second Chance Drawing that the Colorado Lottery runs?Q5AW4. Overall, how interested are you in the Second Chance Drawing that the Colorado Lottery runs?
Aware of Second Chance Drawing
(n = 600)
W4
Yes58%
No40%
DK2%
Interest in Second Chance Drawing
Mean Rating: 3.1
Top 2 Box: 35%
(n = 346)*
Participate in Second Chance Drawing
(n = 346)*
Yes31%
No68%
DK1%
New Questions
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Getaway Package Interest
Steamboat Springs, Glenwood Springs and Estes Park are the leading getaway package destinations.
*Base=Respondents who are aware of the Second Chance DrawingQ5cw4. Overall, how interested would you be in the prize of a complete getaway package (including accommodations and activities) to one
of Colorado's most popular resort towns, if you could win it in the Second Chance Drawing that the Colorado Lottery runs?
MeanRating: 3.0 2.9 2.8 2.5 2.5 3.1 2.8 3.2 2.8 3.2 2.6 3.1 3.0 2.9 2.8 3.2 3.1 2.8 Top 2 Box: 38% 33% 31% 21% 23% 38% 31% 44% 30% 44% 24% 42% 39% 35% 30% 44% 37% 31%
(n = 346*)
Vail
Winter
Park
Durang
o
Boulde
r
Denve
r
Telluri
de
Crested
Butt
e
Steambo
at Spri
ngs
Keysto
ne
Glenwoo
d Spri
ngs
Colorad
o Spri
ngs
Aspen
Brecke
nridg
e
Grand L
ake
Pagos
a Spri
ngs
Estes P
ark
Blackh
awk
Centra
l City
21% 22% 24% 32% 32%19% 21% 16% 23% 16%
31%20% 19% 21% 23% 16% 19% 22%
11% 12% 12%
17% 14%
10%17%
10%13%
11%
16%
10% 10% 10% 14%
7%11%
16%
30% 33% 33%
29% 31%
33%31%
30%
34%
28%
29%
29% 32% 34%33%
33%32%
32%
23%23% 20%
12% 15%
22%21%
26%
21%
27%
15%
24% 25% 25% 18%27% 20%
19%
16% 10% 11% 8% 8% 16% 10% 18%10%
16%9% 18% 13% 10% 12% 17% 17% 12%
Extremely Interested Very Interested Somewhat Interested Somewhat Disinterested Not at all Interested
W4
New Questions
27
Overall Lottery Playership
28
(n = 604)
W3
58%54%
47%28%
23%11%
27%
CO Lottery Games - PlayershipTotal Market
Q13. Have you ever played any of [these] Colorado Lottery games?Q14. Which Colorado Lottery games have you ever played?
74% of Coloradoans have played a CO Lottery game ever in Wave 4. Powerball playership is up significantly from Wave 3, from 54% to 59%.
Ever Played CO Lottery Games
Yes78%
No22%
DK1%
W1(n = 596)
(n = 601)
W2
60%58%
52%32%
24%11%
23%
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
None
Games Ever Played
Yes75%No
25%
57%51%
45%24%22%
16%25%
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
None
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
None
Yes73%No
26%
DK1%
(n = 600)
W454%
59%50%
30%20%
12%26%
Scratch GamesPowerball
LottoMega Millions
Cash 5MatchPlay
None
Yes74%No
25%
DK1%
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
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Games Played In …Total Market In W4, 64% of respondents have played CO Lottery in the past year. 43% played at least one game in the past month in W4.
Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
68%
48%
47%
37%
28%
17%
9%
31%
66%
46%
43%
33%
21%
15%
12%
34%
65%
45%
45%
34%
21%
14%
7%
35%
64%
41%
44%
32%
26%
12%
10%
36%
Total Lottery Playership
Scratch Games
Powerball
Lotto
Mega Millions
Cash 5
MatchPlay
None
… Past Year … Past Month
54%
30%
33%
24%
18%
9%
5%
46%
51%
31%
28%
22%
12%
8%
6%
49%
45%
26%
27%
21%
13%
6%
4%
55%
43%
23%
28%
19%
15%
7%
4%
57%
69% May-10
W4 (n=600) W3 (n=604) W2 (n=601) W1 (n=596)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
30
44%
33%
6%
1%
3%
Outlets Where CO Lottery Tickets Purchased RegularlyTotal Market 44% of respondents purchase tickets at Convenience Stores regularly. 33% buy at Grocery Stores.
Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?
52%
35%
10%
2%
2%
Convenience Stores
Grocery
Liquor Stores
Restaurant/Bar
Other Outlets
51%
30%
9%
1%
2%
Multiple answers accepted.36% did not state an answer
47%
35%
9%
1%
2%
(n = 596)
W1(n = 601)
W2(n = 604)
W3(n = 600)
W4
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
31
Available Outlets to Purchase Tickets
Lottery players are generally very satisfied with the number of outlets available to purchase tickets.
Only 6% of players claim there are not enough Lottery outlets
*Base=Respondents who have played CO lottery games in the past yearQ18AW4. Do you think that there are enough different outlets available for you to purchase your Colorado Lottery tickets?Q18BW4. Other than Convenience stores, grocery stores, liquor stores and restaurant/bars, where else would you like to be able to purchase
your Colorado Lottery tickets?
W4
Are There Enough Outlets Available to Purchase CO Lottery Tickets?
Yes94%
No6%
(n = 385*)
6%
5%
4%
3%
2%
8%
45%
22%
Department/department discount stores (Target, Wal-Mart)
Online
Gas Stations
Vending Machines
Kiosks
Other
Current places veryaccessible and enough
Can’t think of anywhere else
Where Else Would You Like to Purchase CO Lottery Tickets?
New Questions
32
22%
9%
18%
9%
6%
2%
2%
61%
Issues Faced at Lottery Retail Stores
The number of Past Year Lottery players claiming to have experienced an issue due to store employee’s lack of knowledge, declined significantly in W4.
The most common issues experienced are out-of-stock games and game terminals/dispensers not working.
*Base=Respondents who have played CO lottery games in the past yearQ19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?
27%
18%
16%
13%
7%
4%
1%
51%
28%
16%
13%
10%
7%
2%
3%
51%
Scratch Games you wanted to play were unavailable
Store clerks/employee had little knowledge about games
Drawing Game terminals were not working
Scratch Game tickets in the dispensers were not visible
Lottery Game instruc-tions were unclear
Incorrect numbers were displayed at location
Other
None of the above
22%
13%
16%
9%
6%
3%
2%
58%
(n = 409)
W1(n = 393)
W2(n = 390)
W3(n = 385)
W4
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
33
Likelihood to Purchase CO Games in the Future Close to two out of three Coloradoans indicated a likelihood to purchase
lottery games in the future, similar to the last two waves. Only 17% stated they would be unlikely (definitely or probably not) to
purchase in the future.
5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?
W1 W2 W3 W48% 10% 8% 5%9% 10% 11% 12%
16% 17% 18% 21%
23% 22% 25% 23%
45% 41% 38% 40%Definitely Purchase
Probably Purchase
Might or Might Not Purchase
Probably Not Purchase
Definitely Not Purchase
Mean Rating: 3.9 3.8 3.7 3.8
Top 2 Box: 67% 63% 63% 63%
(n = 596) (n = 601) (n = 604) (n = 600)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
34
35
Amount Spent on Scratch Games… The average Scratch game spend numbers (both last time played and
per month) are up significantly in Wave 4. 53% of all players spent less than $5 the last time they played Scratch
Games, down significantly from Wave 3.
*Base=Respondents who have played Scratch games in the past yearQ26. How much did you spend the last time you played Scratch games?Q27. Approximately how much do you spend on Scratch Games in a typical month?
… Last Time Played … In Typical Month
W1 W2 W3 W4
59% 51%61%
53%
20%27%
22%25%
12% 15% 11% 13%
9% 7% 5% 8%
$21+
$11 - $20
$6 - $10
$1 - $5
(n = 287*) (n = 279*)
Mean: $10 $11 $8 $10
W1 W2 W3 W4
41% 34%50% 48%
17%19%
19% 17%
18%17%
13% 14%6%
8%
8% 7%6% 7%3% 5%
11% 15% 7% 9%50+
$31-$49
$21-$30
$11-$20
$6-$10
$1-$5
Mean: $21 $24 $14 $23
(n = 273*) (n = 246*) (n = 287*) (n = 279*) (n = 273*) (n = 246*)
Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence levelArrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level
36
Why Spending Less on Scratch Games
Having less money available to spend is the key driver behind decisions to spend less on Scratch Game, however there was been a bump in those who ‘felt they didn’t win enough’.
*Base=Respondents who are spending less on Scratch GamesQ29. Why are you spending less on Scratch games? Is it because…?
75%
37%
16%
8%
4%
5%
3%
85%
39%
13%
6%
3%
2%
0%
78%
34%
10%
2%
6%
6%
0%
76%
45%
11%
7%
2%
2%
0%
Have less money to spend
Felt didn’t win enough
Spending less on principle
Less interested in lottery games
Don’t enjoy it anymore
Other
None
SPENDING LESS
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
W1 (n = 97*)W2 (n = 87*)W3 (n = 93*)W4 (n = 83*)
37
Importance - Scratch Games Purchase – Why & What
‘Having spare money’ is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky.
* Base=Respondents who have played Scratch games in the past yearQ30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been important to you
in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.
Q31. Below is a list of reasons that may be important when you’re deciding WHICH Scratch ticket to buy. Please indicate whether any of the following reasons are important to you in choosing which Scratch games to play.
73%
61%
60%
28%
22%
10%
79%
62%
61%
28%
16%
11%
74%
63%
57%
23%
20%
10%
75%
55%
57%
20%
11%
7%
I had spare money
I saw the scratch
tickets
I felt lucky
I saw a lottery sign
I remembered the advertising
The sales clerk mentioned it
PAST YEAR SCRATCH PLAYERSWHY MAKE SCRATCH PURCHASE?
86%
75%
72%
70%
67%
63%
60%
55%
51%
46%
87%
78%
77%
68%
66%
64%
65%
60%
50%
45%
85%
70%
59%
66%
65%
53%
56%
58%
46%
45%
83%
68%
62%
63%
58%
50%
59%
51%
38%
35%
Price of the ticket
Number of chances to win
Having a bonus feature
Odds of winning
Top prize
Game you've won on beforeHaving many
win-able small prizes
Way it is played
Being new game
Graphics/general look of ticket
PAST YEAR SCRATCH PLAYERSWHAT DRIVES SCRATCH CHOICE?
W1 (n = 287*) W2 (n = 279*) W3 (n = 273*) W4 (n = 246*)
38
$5 Game Preference
Super Lemon-Lime Crossword and Wheel of Fortune are the most preferred $5 Instant Scratch Games among players.
Base=Respondents who have played $5 games in the past week or past monthQ25cW4. And which of the following $5.00 Scratch Game tickets do you like best?
W4
24%
24%
19%
14%
8%
5%
3%
2%
2%
0%
Super Lemon-Lime Crossword
Wheel of Fortune
Super Special Wild Bingo
Immortal Cash
Rageous Riches
High Octane
Reel Winner$
$Leigh Ride Riche$
Fifty Large
Musical Note
$5 Scratch Game Tickets Like Best
(n = 63)*
New Question
39
Yes48%
No39%
DK13%
Interest in Online Scratch Games
Almost half of Scratch players would be interested in playing Scratch style online Lottery games.
*Base=Respondents who have played Scratch games in the past yearQ32BW4. Would you be interested in playing Lottery games online, such as specially designed instant win scratch games where you virtually
scratch to see if you have won?
(n = 246)*
W4
New Question
40
Multi-State Games&
41
Amount Spent on Powerball & Mega Millions…
Powerball spend, in the $2 game era, is up in for spend per play and in average spend per month.
Mega Millions spend is up per play, and also up significantly per month from W3.
33% of Powerball players who are lapsed players (not played in the past month) wait until the Powerball jackpot hits $100m.
40% of all Powerball players typically spend more than $10 in a month. 42% of players spent $6 or more the last time they played, up
significantly from Wave 3- the highest of any wave to date. More frequent players are less motivated by increasing jackpot sizes. Weekly players are more motivated to play in $20-30 million jackpots.
*Base=Respondents who have played Powerball in the past yearQ34/47. How much did you spend the last time you played Powerball/Mega Millions?Q35/48. Approximately how much do you spend on Powerball/Mega Millions in a typical month?
Spend Last Time Played – Mean $ Spend In Typical Month - $
W1 W2 W3 W4
$8 $7 $8 $9
$7 $8 $4 $7
W1 W2 W3 W4
$15 $15 $12 $16
$15 $20 $8 $11
42
20-30 Million 31-50 Million 51-99 Million
100-149 Million 150+ Million
Size of Jackpot doesn’t matter Don't know
20-30 Million 31-50 Million 51-99 Million
100-149 Million 150+ Million
Size of Jackpot doesn’t matter Don't know
Jackpot Spend Trends
38% of players will spend more as jackpot size increases Half of players who spend more when the jackpot size grows increase their spend
when the jackpot hits $100 million +. Is player behavior adjusting to the new, higher jackpots?
*Base=Respondents who have played Powerball in the past year** Base=Respondents who spend more on Powerball tickets as the jackpot growsQ38. Do you typically spend more on Powerball tickets as the jackpot grows?Q39. At what jackpot amount do you start to spend more on Powerball?
Spend More as Jackpot Grows Amount at Which Spend More
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
11%11%13%
23%15%18%
9%(n = 271*)
W3Yes43%
No56%
(n = 116**)
Mean = $104m
5%12%
7%28%
22%15%
11%
(n = 261*)
W4Yes38%
No60%
(n = 100**)
Mean = $123m
43
Reasons for Playing POWERBALL
Half of Powerball players cite the “chance to win” as the key reason they play the game.
Wave 3 Wave 4
9% 10%13% 10%
30% 31%
47% 50%For the chance to win/I want to winBig jackpot/prizes I could winThe moneyFor fun/entertainment/I like the game
Base=Respondents who have played POWERBALL in the past yearQ33a What is the key reason that you play POWERBALL?
(n = 271)* (n = 261)*
44
$2 Powerball Changes – Awareness and Playership
Only 40% of Powerball players are aware of improvements made to the game
The most mentioned examples of improvements were ‘bigger jackpots/higher payouts’ and the ‘price change’.
*Base=Respondents who have played Powerball in the past year** Base=Respondents aware of Powerball improvementsQ39ABW4. Are you aware that the Powerball game has made some improvements recently?Q39ABCW4. What improvements has Powerball made?
ImprovementsAware of Powerball Improvements?
Yes40%No
54%
Don't know6% Bigger jackpots/higher payouts
Price changed (from $1 to $2)
Bigger starting jackpotBetter odds
Jackpot grows fasterMore Winners
Few numbers to select from as Powerball
OtherDon’t remember
0% 20% 40% 60% 80% 100%
32%32%
22%20%
6%4%4%10%10%
(n=261*)
W4
(n=105**)
New Questions
45
Powerball Game Changes
Among those players who have continued to play Powerball, 82% state that they will continue playing Powerball now that it is a $2 game.
Only 6% say they will stop playing. 40% will spend more $11 or more on $2 Powerball in a typical month.
*Base=Respondents who have played Powerball in the past yearQ39BAW4. Now that the Powerball game has made some improvements … will you still play Powerball?Q39e. How much will you spend on a $2 Powerball game in a typical month?
Spend on $2 Powerball in a typical month?
Will you continue playing Powerball now that the games changed to $2 ticket?
Yes82%
No6%
Don't know12%
(261)*
39%
21%20%20% $21+
$11-$20
$6-$10
$1-$5
W4
Mean: $16
46
PowerPlay Feature – Awareness and Playership
40% of Powerball players are aware of the changes to the Powerplay feature.
Of those are of the changes, 75% are not changing their playership behavior in Wave 4.
*Base=Respondents who have played Powerball in the past year** Base=Respondents aware of PowerPlay changesQ39AW4. Are you aware that the PowerPlay feature of Powerball has had some changes recently?Q39BW4. Are you playing PowerPlay feature of Powerball more, less, or about the same now that it has changed?
Playership Since Change Aware of PowerPlay Changes?
Yes40%
No57%
Don't know3% More
About the same
Less
0% 20% 40% 60% 80% 100%
6%
75%
19%
(n=261*)
W4
(n=104**)
New Questions
47
Yes46%
No51%
Yes51%
No47%
PowerPlay Feature – Now and Future
Just under half of Powerball players play PowerPlay in Colorado. 83% of PowerPlay players say they will continue to play Powerplay
despite the introduction of the $2 Powerball ticket, up significantly in W4.
*Base=Respondents who have played Powerball in the past year** Base=Respondents who play PowerPlay feature of PowerBallQ39a. Do you currently play the PowerPlay feature of Powerball for an extra $1…?Q39d. Now that the Powerball game increased from a $1 game to a $2 jackpot game, will you still play PowerPlay…?
Will you will play PowerPlay ifPowerBall increases to $2?
Do you currently play the PowerPlay feature of PowerBall?
Yes
No
Don’t Know
0% 20% 40% 60% 80% 100%
67%
19%
14%
(n=271)*
W3
(n=139)**
Yes
No
Don’t Know
0% 20% 40% 60% 80% 100%
83%
6%
11%
(n=261)*
W4
(n=119)**
48
53%
12%
7%
6%
3%
4%
4%
11%
51%
20%
7%
5%
4%
4%
4%
4%
54%
14%
6%
8%
5%
0%
5%
9%
54%
5%
8%
5%
1%
6%
4%
17%
Impact of $2 Powerball on Total CO Lottery Spend 64% of players will spend roughly the same on all games, including
Powerball, as Powerball increases to $2, with 53% of these players keeping spend across all games the same, and 11% altering their levels by game.
19% would increase spend overall, 10% would decrease spend overall.
(n=261)
Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past week, month, yearQ39f. How will a $2 Powerball game affect your spending on the range of Lottery games you currently play, including Powerball?
(B)(n=92)*
(C)(n=65)*
(D)(n=101)*
Spend Same on PB and Other
Spend more on PB, keep other same
Spend more on PB, lower other
Spend less on PB, keep other same
Spend more on PB, more on other
Spend less on PB, more on other
Spend less on PB, lower other
Don't Know
Total Past Week Past Month Past Year
D
c
B
D
C
49
53%
12%
7%
6%
3%
4%
4%
11%
35%
14%
13%
8%
5%
4%
2%
18%
35%
10%
12%
12%
5%
7%
8%
11%
Impact of $2 Powerball on Total CO Lottery Spend As the $2 Powerball game has become a reality, the percentage of
players keeping spend levels the same has risen dramatically in Wave 4.
*Base=Respondents who have played Scratch games in the past week, month, yearQ39f. How will a $2 Powerball game affect your spending on the range of Lottery games you currently play, including Powerball?
(n = 257)
W2(n = 271)
W3
Spend Same on PB and Other
Spend more on PB, keep other same
Spend more on PB, lower other
Spend less on PB, keep other same
Spend more on PB, more on other
Spend less on PB, more on other
Spend less on PB, lower other
Don't Know
(n = 261)
W4
50
Powerball and Mega Millions interaction
61% of respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot.
15% of those who play Powerball and Mega Millions will increase Mega Millions spend if jackpot is high, while maintaining Powerball spend.
*Base=Respondents who have played Powerball and Mega Millions in the past yearQ50. When the Powerball jackpot is low, and Mega Millions jackpot is high, do you…?
W1 W2 W3 W45% 7% 11% 6%
55% 51%55% 61%
28% 27% 21% 18%
12% 15% 13% 15% Spend more on Mega Millions and keep your Powerball spend the same
Spend more on Mega Millions and lower your Powerball spend
Spend the same on both games, regardless of the jackpot size
Don't Know
(n = 152*) (n = 104*)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
(n = 112*) (n = 138*)
51
Reason for Not Buying Mega Millions Ticket
Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.
Only 2% of respondents in W4 “don’t have the money” to play Mega Millions, down dramatically from W3
*Base=Respondents who have played Powerball and not played Mega Millions in the past yearQ51. In the PAST YEAR, you said you have played Colorado Lottery’s Powerball game, but not the Mega Millions game. Both games are
very similar, being National Jackpot drawing games, so what is the main reason you have not bought a Mega Millions ticket?
W1 W2 W3 W4 (n = 127*) (n = 153*) (n = 159*) (n = 123*)
Not aware of/Familiar with the game 27% 17% 19% 15%Poor odds/hard to win 10% 9% 3% 7%Prefer Powerball/Used to playing Powerball 7% 10% 10% 7%Have not thought/Don't think about playing it 6% 4% 11% 11%I don’t have the money 5% 6% 13% 2%I don’t think I’ll ever win 2% 3% 1% 1%Powerball has a higher payout 2% 4% 1% 2%Just haven’t tried Mega Millions yet 2% 4% 3% 5%Familiar with Powerball 2% 1% 3% 3%I play/Prefer to play other Colorado lottery games (game unspecified) 2% 0% 3% 0%
Don't like Mega Millions 1% 0% 1% 2%Other 16% 10% 6% 8%No reason 8% 7% 9% 9%Don’t Know 11% 10% 9% 18%
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
52
Game Satisfaction, Jackpot TriggersOnline Lottery Purchases & Event Sponsorship,
53
Amount Spent on Lotto, Cash 5 and MatchPlay…
Average spend figures for Lotto are up significantly in Wave 4. 23% of LOTTO players spend more than $10 on the game in a typical
month.
*Base=Respondents who have played LOTTO in the past yearQ41/44. How much did you spend the last time you played CASH 5/LOTTO tickets?Q42/45. Approximately how much do you spend on CASH 5/LOTTO in a typical month?
… Spend Last Time Played … Spend In Typical Month
$17 $16 $8 $10
$18 $14 $13 $12
Mean $ W1 W2 W3W4
Mean $ W1 W2 W3W4
$9 $9 $4 $6
$6 $5 $5 $5
54
Games SatisfactionTop 2 Box % (5 point scale – 5 = Extremely Satisfied, 1 = Not At All Satisfied)
Satisfaction levels for all games except Lotto are hovering around 40%. Scratch Game satisfaction is down significantly in Wave 4.
51%
42%
42%
41%
40%
34%
52%
41%
46%
39%
38%
37%
52%
38%
43%
39%
36%
39%
41%
41%
41%
40%
42%
35%
Scratch Games
Mega Millions
Cash 5
MatchPlay
Powerball
Lotto
Q59a. For the following games that you have played in the past year, how satisfied are you with each game you have played? Please use a scale from 1 to 5 where 5 is Extremely satisfied and 1 is Not at all satisfied.
W1 (n =596)W2 (n = 601)W3 (n = 604)W4 (n = 600)
Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence levelArrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level
55
Jackpot Triggers - Media The most effective source of jackpot information is ColoradoLottery.com
followed by television news and outdoor advertising. Facebook is the #1 single source where players would like to hear about
Jackpots, with emails #2.
* Base=Respondents who have played any games in the past yearQ64. Where do you find out about jackpots?Q65. Where else would you like to be able to find out about jackpots?
35%22%
17%16%
10%10%8%7%
4%3%2%2%1%3%
17%3%
WHERE DO YOU FIND OUT ABOUT JACKPOTS
WHERE ELSE WOULD YOU LIKE TO FIND OUT ABOUT JACKPOTS
Coloradolottery.comTV News
Outdoor AdTV Ad
Newspaper (editorial)E-mails from CO Lottery
Radio AdInternet Ad
Newspaper AdFacebook
Text messageMobile Apps
TwitterOther
No specific placeDon't know
11%7%
3%8%
3%14%
5%7%5%
17%6%5%3%2%
33%11%
(n = 385*) (n = 385*)
New Questions
56
Yes36%
No44%
DK19%
Interest in Playing/Buying Games Online
36% of players would be interested in buying tickets online for other state’s drawing games.
45% of players are interested in purchasing CO Lottery drawing game tickets online.
* Base=Respondents who have played any games in the past yearQ61AW4. Would you be interested in being able to buy tickets for other State's Drawing games online (over the internet)?Q61BW4. Would you be interested in being able to buy Powerball, Mega Millions or other Lottery tickets online?
(n =385*)
W4Yes45%
No40%
DK15%
INTEREST IN BUYING OTHER STATES DRAWING GAMES ONLINE
INTEREST IN BUYING POWERBALL, MEGA MILLIONS OR OTHER LOTTERY
TICKETS ONLINE
New Questions
57
Events/Sponsorships
The most recognized CO Lottery Community Outreach Programs are the Colorado State Fair and the Taste of Colorado.
However half of all Coloradoans think none of the programs are in this list.
Q67. Which of the following Colorado Lottery community outreach programs are you aware of?
31%
29%
28%
28%
27%
23%
17%
13%
50%
AWARENESS OF CO LOTTERY COMMUNITY OUTREACH PROGRAMS
Colorado State Fair
Taste of Colorado
Rockies
National Western Stock Show
Nuggets
Avalanche
Budweiser Event Center
Mammoth
None of the above
(n = 600)
New Questions
58
CO Lottery Segmentation:General Lottery
59
6%
20%
27%20%
11%
16%
Colorado Lottery: 6 Segments Solution
Young, Entitled, Spontaneous Men (YES Men)
Pragmatic, Non-Gaming Conservatives (PRONGs)
Traditional, Older, Small-Splurgers (TOSS)
Jackpot Cheapskates (Jackpot Hounds)
Female Fun Squad (Funzies)
C-$tore Gambler$ (Dreamer$)
Profile of Respondents
60
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
83%
50%
70%76%
87%95%
Ever Played CO Lottery Games
95% of Dreamer$ have played CO Lottery games, along with 87% of Funzies
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Ever Played CO Lottery Games?
^ Warning: Small Base SizeQ13. Have you ever played any of [these] Colorado Lottery games?
(n = 119)C
(n = 161)D
C BCDEfC C CDe
61
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
49%24%
46%34%
54%67%
Powerball Playership
Dreamer$, Funzies and Yes Men are the most likely to play Powerball in the past year/month.
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Past Year
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
C bCDEf
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
46%
14%28%
16%32%
50%
Past Month
CDE CDEF
Ce
CE CE
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
CEc
62
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
29%11%
30%18% 28%
46%
Mega Millions Playership
Dreamer$ and YES Men are significantly more likely to play Mega Millions than all other segments in the Past Month.
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Past Year
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
C bCDEF
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
29%5%
17% 9% 13%29%
Past Month
CEf CDEF
CE
CE c
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
C
63
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
46%
17%38% 39%
54%68%
Scratch Playership
More than half of Funzies have played a Scratch game within the past year.
Dreamer$ and Funzies play at significantly higher levels in the Past Month.
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Past Year
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
C BCDEf
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
26%10% 20% 16%
35% 41%
Past Month
C CDE
C
C CDE
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
CDeC
64
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
43%
17%29% 27%
42% 51%
Lotto Playership
Dreamer$ and Yes Men are the most likely to have played Lotto in the past year/month, as well.
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Past Year
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
Ce CDE
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
29%11% 16% 16% 20%
34%
Past Month
Cde CDEf
C
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
CdEc
c
65
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
23%3% 9% 7% 13%
30%
Cash 5 Playership
Cash 5 has lower playership numbers overall, but similar trends in terms of segment play to Lotto (Dreamer$ and Yes Men).
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Past Year
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?
CDE CDEF
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
20%1% 2% 4%
7% 19%
Past Month
CDEf CDEF
C
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
C
Cd
66
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
53%
25%46%
31% 32%48%
Powerball Change- Awareness and $2 Playership
Yes Men, Dreamer$ and TOSS segments have the highest awareness level of the changes.
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Awareness of Powerball Improvements
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ39ABW4. Are you aware that the Powerball game has made some improvements recently?Q39BAW4. Now that the Powerball game has made some improvements … will you still play Powerball?
(n = 28)*^C
(n = 74)*D
c Ce
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
82%
50%
81% 79%95% 92%
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
Continue to Play $2 Powerball
(n = 28)*^C
(n = 74)*D
C CdE
c
C C CdE
67
Powerball Spend as Jackpot Grows
Yes Men and Dreamer$ are the most likely to spend more as the Powerball jackpot grows.
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
71%
25%30%
36% 38%48%
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
Spend More as Powerball Jackpot Grows
(n = 28)*^C
(n = 74)*D
CDEFg CD
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ38. Do you typically spend more on Powerball tickets as the jackpot grows?
68
Reasons for Playing POWERBALL
Over half of the Yes Men, TOSS, Funzies and Dreamer$ segments play for the chance to win.
Not a single Yes Men respondent reported playing for the money, albeit there is a small base size playing Powerball within this segment (n=17).
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
6% 7% 11% 14% 5% 10%0%
29%9% 7%
8%8%
41%
36%
26%40%
24%29%
53%
29%
54%38%
62%54%
For the chance to win/I want to win
Big jackpot/prizes I could win
The money
For fun/entertainment/I like the game
^ Warning: Small Base Size* Base=Respondents who have played POWERBALL in the past yearQ33a What is the key reason that you play POWERBALL?
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
(n = 28)*^C
(n = 74)*D
CCE
C
BDEFG
69
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
59%36% 45%
29% 30%44%
PowerPlay – Awareness and Playership
While Jackpot Hounds have strong PowerPlay playership, they appear to be the segment least likely to be aware of changes.
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Awareness of PowerPlay Improvements
^ Warning: Small Base Size*Base=Respondents who have played Powerball in the past yearQ39AW4. Are you aware that the PowerPlay feature of Powerball has had some changes recently?Q39a. Do you currently play the PowerPlay feature of Powerball for an extra $1…?
(n = 28)*^C
(n = 74)*D
EF
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
76%
25%45% 48%
35%52%
(n = 17)*^B
(n = 42)*^E
(n = 37)*^F
(n = 63)*G
Current PowerPlay Playership
(n = 28)*^C
(n = 74)*D
CDEFg Cf
e
c c
70
Outlets Where CO Lottery Tickets Purchased Regularly
Almost half of the Dreamer$ segment purchases tickets regularly at the grocery store.
Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?
Convenience Stores
Grocery
Liquor Stores
Restaurant/Bar
Other Outlets
Multiple answers accepted
(n = 35)^B
YES MEN(n = 119)
C
PRONGS(n = 161)
D
TOSS(n = 122)
E
HOUNDS FUNZIES DREAMER$(n = 69)
F(n = 94)
G
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
63%CDe
43% C
9% C
0%
3%
22%
21%
1%
0%
2%
42% C
35% C
6% C
1%
3%
44% C
29%
6% C
0%
2%
59%CDE
33% c
10% C
0%
3%
60%CDE
47%CdEf
9% C
3% cE
4%
71
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
59%
25% 34% 28% 33%48%
Interest in Playing Buying Lottery Tickets Online
Yes Men and Dreamer$ are the segments most likely to be interested in purchasing other State’s lottery tickets online.
(n = 29)*^B
(n = 76)*E
(n = 54)*F
(n = 84)*G
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
Interested in Playing Other State’s Online Drawing Games
(n = 44)*^C
(n = 98)*D
CDEF CdEf
YES MEN PRONGs TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
66%
34% 40% 30%50%
61%
(n = 29)*^B
(n = 76)*E
(n = 54)*^F
(n = 84)*G
Interested in Being Able to Buy Powerball Online
(n = 44)*^C
(n = 98)*D
CDE CDE
^ Warning: Small Base Sizes* Base=Respondents who have played any games in the past yearQ61AW4. Would you be interested in being able to buy tickets for other State's Drawing games online (over the internet)?Q61BW4. Would you be interested in being able to buy Powerball, Mega Millions or other Lottery tickets online?
E
72
Coloradolottery.com
TV News
Outdoor AdTV Ad
NewspaperCO Lottery emails
Radio Ad
Internet Ad
In store Ad
Newspaper AdFacebook
Text messageMobile Apps
OtherNo specific place
Don't know
Jackpot Information Source
The CO Lottery website is the strongest source of jackpot information for the Dreamer$ segment, while Yes Men prefer television advertising.
* Base=Respondents who have played any games in the past yearQ64. Where do you find out about jackpots?
Multiple answers acceptedNote: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
(n = 35)^B
YES MEN(n = 119)
C
PRONGS(n = 161)
D
TOSS(n = 122)
E
HOUNDS FUNZIES DREAMER$(n = 69)
F(n = 94)
G
BC c BC
eF
CDEg cd
E
DDD d
C C CD
CEFf
E e e e
DE de
BG b BG Bg
c
73*Base=Respondents who are aware of the Second Chance DrawingQ5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing tickets for
an opportunity to still win prizes from a separate drawing?Q5bw4 Do you participate in the Second Chance Drawing that the Colorado Lottery runs?
Second Chance Drawing
Dreamer$ are significantly more likely to be aware of the Second Chance Drawing, as well as to participate, than other segments.
There seems to be an opportunity to educate the YES Men on 2nd Chance Drawing.
… Awareness of 2nd Chance Drawing
… Participation in 2nd Chance Drawing (Among Aware)
YES MEN PRONGS TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
51% 46%60% 54% 59%
74%
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
YES MEN PRONGS TOSS JACKPOTHOUNDS
FUNZIES DREAMER$
33%20% 27% 23%
37%49%
(n = 18)*^B
(n = 66)*E
(n = 41)*^F
(n = 70)*G
(n = 55)*C
(n = 96)*D
BCDEF CDEC c
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
c
74
Likelihood to Purchase CO Games in the Future
Dreamer$, Funzies and Yes Men are the segments most likely to play CO Lottery games in the future
5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?
YES MEN PRONGS TOSS JACKPOTHOUNDS
FUNZIES DREAMER$0%
18%4% 0% 3% 0%3%
29%
11%12% 1% 1%
14%
27%
26% 25%
13%4%
14%
15%
25% 31%
22%22%
69%
11%35% 31%
61%72%
Definitely Purchase
Probably Purchase
Might or Might Not Purchase
Probably Not Purchase
Definitely Not Purchase
Mean: 4.5 CDE 2.7 3.8 C 3.8 C 4.4 CDE 4.7 CDEFT2B: 83%CDE 26% 60%C 62%C 83%CDE 95%BCDEF
(n = 35)^B
(n = 122)E
(n = 69)F
(n = 94)G
(n = 119)C
(n = 161)D
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level
CDE
C C
CDECDE
C BC
FG
FGFG
G
BDEFG
FGFGEgBDEFG
G
75
Key Reasons for Playing Lottery
YES MEN PRONGS TOSS JACKPOT HOUNDS
FUNZIES DREAMER$
B C D E F G
N 29^ 44^ 98 76 54 84
To win some money 66% 77% 81% b 78% 83% b 86% B
For entertainment or fun 45% C 20% 52% C 55% C 61% C 56% C
As a chance to fulfill my dreams 38% 43% 43% 39% 41% 62% BCDEF
The money goes to good cause 21% 11% 27% C 26% c 19% 29% C
It adds excitement to my life 24% C 7% 19% c 14% 19% c 29% CE
My family or friends play 14% C 0% 6% c 8% c 9% C 11% C
There are always new games to play 0% 2% 4% 1% 22% BCDE 12% bcDE
I play in office pool at work 7% f 7% f 6% f 7% f 0% 4%
I have heard of local winners 0% 0% 1% 1% 7% cDe 7% cDe
Other 0% 5% 2% 1% 2% 1%
^ Warning: Small Base Size*Base=Respondents who are aware of the Second Chance DrawingQ22. Which of the following are key reasons why you play the Lottery?
Note: Capital Letters indicate a significant difference across player groups at the 95% confidence levelLowercase Letters indicate a significant difference across player groups at the 90% confidence level