Decreased Consumer Liquidity Helped Dampen Overall Betting Activity in Q4 2023; Millennials Buck the Trend
25 1월 2024 - 10:00PM
Decreased consumer liquidity, primarily caused by rising debt and
delinquencies, drove betting activity down 10% in the second half
of 2023, after a brief jump in Q2. TransUnion’s (NYSE: TRU) latest
research found consumer-reported participation was down in Q4,
especially among Gen Z.
All generations reported decreased betting activity, except
Millennial bettors—77% of whom said their household finances were
better than planned. This stood in stark contrast to all other
generations and helps explain that cohort’s elevated activity.
Bettors’ Reported Household Finances, by
Generation
Generation |
Better Than Planned |
As Planned |
Worse Than Planned |
Gen Z |
51% |
23% |
26% |
Millennials |
77% |
9% |
14% |
Gen X |
41% |
24% |
35% |
Baby Boomers |
15% |
33% |
53% |
“TransUnion’s continued research has found that betting activity
is inextricably tied to increased liquidity,” said Declan Raines,
head of TransUnion’s gaming business. “When consumers find extra
cash, they are far more likely to wager it.”
The research comprised an online survey of 3,000 adults in late
September to early October 2023, as well as an analysis of gaming
industry performance and consumer liquidity, leveraging
TransUnion’s proprietary CreditVision® attributes. The latest
iteration of TransUnion’s report also examined betting activity
across online and land-based channels, including casinos,
sportsbooks and lotteries. A full report of the findings is
available in the new “TransUnion U.S. Gaming
Report.”
From multi- to all-channel bettingWhile overall
participation was slightly higher across land-based channels,
online channels tended to have a higher percentage of top spending
bettors. Land-based lottery (77%) and land-based casinos (74%) had
the highest participation rates among bettors, however, online
sportsbooks and online lottery (15% each) had the highest share of
high value bettors, those who deposit $500+ per month.
Most bettors are engaged in betting activity across multiple
channels, and nearly half (45%) of bettors placed a bet in every
channel. This jumps to 75% for high value bettors, giving greater
emphasis to their name, as these players not only spend large
amounts of money every month but are also much more likely to bet
across all channels.
In fact, the share who bet across all channels surged from 71%
in Q3 to 83% in Q4—a jump almost entirely due to $500+/month
bettors upgrading from multichannel to all-channel bettors. For
operators, strategies aimed at horizontal expansion were clearly
working, suggesting despite overall participation being down,
betting activity was more expansive among existing player
bases.
Distinguishing between high value and high risk
bettorsHigh value bettors are clearly a key target for
operators; however, a broader view of this group’s finances is
important to monitor. For example, repayment on deferred Federal
student loans began in October 2023. Among online high-value
bettors, 71% had student loans that were previously in forbearance.
What’s more, 72% of that group had monthly payments over $800.
While most of this group also earns high incomes, an additional
$800 or $1,000 monthly payment can still reduce an individual’s
liquidity—which could mean a limited capacity to engage in betting
or the potential to veer into problem gambling. In addition, the
research found that high-value bettors’ finances are much more
volatile than those of other bettors and non-bettors, and this
group is more likely to have trouble paying debts.
“Acquiring high-value bettors is critical for an operator’s
success. However, knowing exactly how to engage this group requires
robust third-party data,” said Raines. “There is a complex set of
financial signals that require deep analysis to differentiate
between resilient and distressed players.”
For more information about the research, read the
“TransUnion U.S. Gaming
Report.”
Research methodologyThis online survey of 3,000
adults was conducted Sept. 27–Oct. 9, 2023 by TransUnion in
partnership with third-party research provider, Dynata. Adults 18
years of age and older residing in the United States were surveyed
using an online research panel method across a combination of
desktop, mobile and tablet devices. Survey questions were
administered in English. All states are represented in the survey
responses. To ensure general population sample representativeness
across United States resident demographics, the survey included
quotas to balance responses to the census statistics on the
dimensions of age, gender, household income, race and region.
Generations are defined as follows: Gen Z, born 1995–2005;
Millennials, born 1980–1994; Gen X, born 1965–1979; and Baby
Boomers, born 1944–1964. These research results are unweighted and
statistically significant at a 95% confidence level within ± 1.79
percentage points based on calculated error margin. Please note
some chart percentages may not add up to 100% due to rounding or
multiple answers being accepted.
About TransUnion (NYSE: TRU) TransUnion is
a global information and insights company with over 13,000
associates operating in more than 30 countries. We make trust
possible by ensuring each person is reliably represented in the
marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
confidence and achieve great things. We call this Information for
Good® — and it leads to economic opportunity, great experiences and
personal empowerment for millions of people around the
world. http://www.transunion.com/business
Contact |
Dave
Blumberg |
|
TransUnion |
|
|
E-mail |
david.blumberg@transunion.com |
|
|
Telephone |
312-972-6646 |
TransUnion (NYSE:TRU)
과거 데이터 주식 차트
부터 4월(4) 2024 으로 5월(5) 2024
TransUnion (NYSE:TRU)
과거 데이터 주식 차트
부터 5월(5) 2023 으로 5월(5) 2024