It is a well-known fact that New Zealand has a burgeoning gambling market. Thanks to pokies and other electronic gaming devices, a vast portion of the population takes place in slot activities every year. While the activity is incredibly popular throughout the country, few studies have been conducted which truly examine gambling behaviour and statistics. Recently, a new study has shed light on the issue, delving into demographics in the country’s gambling market.
A study titled “New Zealand’s Participation in Gambling” was recently published by the Health Sponsorship Council. The research aimed to obtain more information on the risk of developing gambling problems and overall frequency of participation by New Zealand citizens.
According to the study, most New Zealanders take part in high-risk forms of gambling less frequently. Less than 20% of participants admitted to playing pokies in a club over the course of a 12 month period. 10% played pokies in casinos while just 3% played table games at casinos. These statistics confirm that pokies continue to be the preferred activity of players in New Zealand, illustrating that club pokies are still more popular than casino pokies.
Lottery and scratch cards are more frequent forms of gambling among residents, as 60% of individuals take part in these activities. The study also found that older individuals are more likely to take part in these activities than their younger counterparts. 72% of those over the age of 45 take part in lottery activities while just 38% of 18- to 24-year-olds play lottery games.
A surprising finding uncovered by the study is that women seem to be more likely than men to take part in gambling activities. Women outnumbered men in a wide range of activities, including the lottery, instant Kiwi and raffles. However, men were more likely to take part in casual wagers with friends, casino table games and sports betting. Both groups presented similar statistics for bingo games and New Zealand online casino games.
In New Zealand, gambling is considered an economically-significant industry. Residents spend over $1 billion on gambling activities each year, marking its popularity in the country. The demographics reached by slot operators in New Zealand are wide-ranging, as both men and women and individuals belonging to varying age groups take part in gambling activities.
According to studies carried out by Statistics New Zealand, over 90% of residents over the age of 18 participated in gambling activities at least once in their lives. Over 80% admit to gambling at least once a year. 85% of New Zealanders play the local lottery on a regular basis while 77% choose to take part in other forms of raffles. Additionally, instant lottery games and electronic gaming machines are played by over half of New Zealand residents.
Gambling preferences seem to vary among age groups. Residents aged 25-34 are the most likely to take part in gambling activities while younger New Zealanders, aged 18-24, are less likely to gamble. Of the younger population, those that do gamble mostly take part in Instant Kiwi games and informal monetary wagers with friends. Residents aged 25-34 are most likely to play poker machines and casino games. Middle-aged and senior residents are the most likely to play the lottery.
Additionally, gambling behaviour differs between genders. Gambling was previously an activity dominated by males, but recent years have seen more and more women getting involved. In a study conducted in 1991, 699 100 men gambled, compared to about 349 500 women. In recent years, however, things have evened out with about half a million men and women both taking part in land-based gambling games and online casino activities.
More women than men play the lottery, bingo and Instant Kiwi games. 80% of women compared to 70% of men play the lottery, 23% of women compared to 15% of men play bingo and 53% of women compared to 43% of men play Instant Kiwi games. However, men outnumber women when it comes to sports betting as 12% of males compared to 5% of women wager on sports. An equal portion of men and women take part in poker machines (18% each) and casino games (15% each).
Rates of problem gambling also vary among demographics. 34% of women are suspected to be problem gamblers, compared to 46% of men. Also, residents over the age of 40 are considered to be the most likely to develop unhealthy gambling habits, as 43% of players aged 40-49 are potential problem gamblers.
New Zealand has one of the biggest gambling populations in the world. Despite being a small country with only 4.4 million inhabitants, New Zealand’s residents spend billions of dollars on gambling every year. Playing land-based casino games is particularly popular, but online gambling has increased in popularity over the years.
Currently, New Zealand’s gambling laws prohibit online gambling. Unlike many countries, the laws do not punish players for taking part in internet gambling activities; instead, online casino and online poker operators who provide their services to New Zealand residents are prosecuted for doing so. The advertisement of online casinos and online gambling brands is also prohibited in New Zealand. Fortunately, since the legislation has been passed, no operators have been reprimanded.
There are only two operators that are allowed to offer their services to New Zealand residents: TabCorp and the New Zealand Lottery Commission. TabCorp is one of the biggest land-based gambling operators in the country and has had a monopoly on the internet gaming market for years. The company’s online gambling website has earned billions of dollars over the course of the past five years and shows no signs of slowing down. In 2011, TabCorp’s online services brought in over $700 million in revenue. Following an incredibly successful foray into the online gaming world, the operator now has its eyes on the mobile gambling market.
The New Zealand Lottery Commission has just launched its own online gambling service, allowing customers to purchase their lottery tickets online. Players register to the site as they would at any other online casino, and they can fund their accounts using the credit cards or bank accounts. There is a $150/week or $300/month spending limit at the NZLC’s website, and players can choose lower limits if they wish. The New Zealand Lottery Commission also offers online bingo and keno.