Contents
 

National Survey on Gambling Attitudes and Gambling Experience

About the Survey

Research Methodology

The NCPG commissioned Ipsos to conduct a U.S. national consumer study to examine the prevalence rates of various forms of gambling. The following points outline the research approach and methods used:

    • An online survey was used to poll consumers throughout the continental United States, Alaska, and Hawaii. Online consumer response panels were the main source of samples used in the collection of surveys. This included panel sources from Ipsos and various other market research industry panel sources.
    • All surveys were collected from November 8 – 29, 2018.
    • Ipsos assisted the NCPG with the design of the survey instrument, and conducted all fieldwork management, including sample sourcing, collection, and hosting of the survey online.
    • Don Feeney, Gambling Policy Consultant for National Council on Problem Gambling and President of Northstar Problem Gambling Alliance, assisted with the data analysis and reporting of findings.
    • The survey was offered in English and Spanish.
    • The survey was designed to allow for easy completion on any device type (e.g. computers, smartphone, and tablet).
U.S. National Sample
  • A national sample of 3,000 adults was collected, and was representative of the U.S. population fallout based on state population distribution as follows:
All Respondents 3000
NORTHEAST East South Central
New England Kentucky 41
Maine 13 Tennessee 62
New Hampshire 13 Alabama 45
Vermont 6 Mississippi 27
Massachusetts 64 West South Central
Rhode Island 10 Arkansas 27
Connecticut 34 Louisiana 43
Middle Atlantic Oklahoma 35
New York 187 Texas 248
New Jersey 84 WEST
Pennsylvania 120 Mountain
MIDWEST Montana 10
East North Central Idaho 15
Ohio 108 Wyoming 5
Indiana 61 Colorado 52
Illinois 119 New Mexico 19
Michigan 93 Arizona 64
Wisconsin 54 Utah 26
West North Central Nevada 28
Minnesota 51 Pacific
Iowa 29 Alaska 7
Missouri 56 Washington 69
North Dakota 7 Oregon 39
South Dakota 8 California 364
Nebraska 17 Hawaii 14
Kansas 26
SOUTH
South Atlantic
Delaware 9
Maryland 56
District of Columbia 7
Virginia 78
West Virginia 17
North Carolina 94
South Carolina 46
Georgia 94
Florida 199
    • Quotas were established during fielding to ensure the 3,000
      sample was also representative of key U.S. demographics such as gender, age
      ranges, and Hispanic/non-Hispanic proportions. The data was further weighted
      post-fieldwork to ensure a proper distribution based on educational
      attainment. All demographic figures were matched to figures from the U.S.
      Census Bureau.
State Samples
  • In addition to the 3,000 surveys nationally, individual state samples were ‘boosted’ to allow for state-by-state data comparisons.
  • Each state’s sample was boosted to an upper-end sample of 500 adults per state. Some states achieved fewer surveys due to smaller population and less availability of consumer panel sources. The final state-level samples, when adding the main national sample plus state boosts was as follows:
NORTHEAST East South Central
New England Kentucky 500
Maine 500 Tennessee 501
New Hampshire 501 Alabama 500
Vermont 401 Mississippi 500
Massachusetts 500 West South Central
Rhode Island 500 Arkansas 500
Connecticut 500 Louisiana 500
Middle Atlantic Oklahoma 501
New York 500 Texas 501
New Jersey 500 WEST
Pennsylvania 500 Mountain
MIDWEST Montana 500
East North Central Idaho 500
Ohio 501 Wyoming 402
Indiana 500 Colorado 500
Illinois 500 New Mexico 500
Michigan 500 Arizona 500
Wisconsin 501 Utah 500
West North Central Nevada 500
Minnesota 501 Pacific
Iowa 500 Alaska 379
Missouri 501 Washington 500
North Dakota 494 Oregon 500
South Dakota 490 California 501
Nebraska 500 Hawaii 500
Kansas 500
SOUTH
South Atlantic
Delaware 500
Maryland 502
District of Columbia 405
Virginia 501
West Virginia 500
North Carolina 500
South Carolina 500
Georgia 501
Florida 500
Sports Bettors
  • As a sub-set of both the main national sample, and each state sample, sports bettors were identified through a series of questions to assess which activities consumers have been involved with. This number constituted the “incidence” of sports betting within the general adult population.
  • The number of sports bettors within each state was also ‘boosted’ in order to allow for state-by-state data comparisons. The total number of sports bettors collected in each state was as follows:
NORTHEAST East South Central
New England Kentucky 199
Maine 146 Tennessee 202
New Hampshire 158 Alabama 200
Vermont 113 Mississippi 230
Massachusetts 198 West South Central
Rhode Island 171 Arkansas 204
Connecticut 200 Louisiana 247
Middle Atlantic Oklahoma 233
New York 210 Texas 211
New Jersey 205 WEST
Pennsylvania 207 Mountain
MIDWEST Montana 124
East North Central Idaho 144
Ohio 220 Wyoming 101
Indiana 201 Colorado 203
Illinois 207 New Mexico 158
Michigan 203 Arizona 201
Wisconsin 202 Utah 174
West North Central Nevada 234
Minnesota 202 Pacific
Iowa 209 Alaska 91
Missouri 201 Washington 199
North Dakota 134 Oregon 215
South Dakota 124 California 211
Nebraska 161 Hawaii 149
Kansas 214
SOUTH
South Atlantic
Delaware 161
Maryland 202
District of Columbia 146
Virginia 201
West Virginia 210
North Carolina 201
South Carolina 201
Georgia 200
Florida 193
    • The precision of Ipsos online polls and surveys is measured using a credibility interval. In this case, the 3,000 U.S. nation sample has a credibility interval of plus or minus 2.0 percentage points for all respondents.  The credibility interval will be wider among subsets of the sample population, as follows:
        • Sample of 1,000; credibility interval is +/- 3.5%
        • Sample of 500; credibility interval is +/- 5.0%
        • Sample of 200; credibility interval is +/- 7.9%
    • All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.