It's no secret that casino revenues are down across much of the nation. Lottery ticket operators may also find themselves in the same position and may need to increase advertising to boost sales.
Here's a snapshot of consumers who are most likely to purchase lottery tickets:
- Those with household incomes exceeding $50,000 and no children at home
- Those with blue-collar jobs and household incomes exceeding $75,000
Over 1/3 of these two groups purchase lottery tickets at higher than average rates. These groups also skew higher when it comes to watching TV and reading the newspaper.
While members of what Ipsos identifies as the Emerging Market, 18–34 year olds, buy lottery tickets at a lower rate, at least ½ of this group has purchased one instant ticket during the last year. This group is generally tethered to mobile phones and social networking sites but TV-viewing comprises part of the daily media use. In particular, this group enjoys local TV news and reality shows.
Share these details with your lottery ticket clients, especially when it comes to planning media purchases.[Sources: The Media Audit; A Snapshot of the Emerging Market, Ipsos, 2008]