National Survey on Gambling Attitudes and Gambling Experiences

About the Survey Methods

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 researchindustry 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.
  • 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 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 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 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.

For more information about NCPG and our full range of programs and services in Advocacy, Awareness and Assistance in problem gambling and responsible gambling, please visit our main website at NCPG is a not-for-profit, non-governmental organization funded by members and donors; we receive no US Federal funding.