International edition
September 27, 2021

Findings from an extensive survey of gambling habits and motivations

Illuminating consumer research published

(UK).- Recent visitors to EiG 2013 in Barcelona were treated to a world exclusive of potentially ‘game- changing’ findings from new consumer survey 'Awareness, Attitudes and Motivations – UK Mobile Gambling 2013'.


he Commercial Intelligence survey, a joint venture of Clarion Events and Vivid Interface, interviewed 2,000 mobile gamers across the UK to explore issues around brand awareness and usage, motivation, attraction and influences, attitudes to and frequency of playing, spend, multiple account usage and cross- over playing.

The survey also examined sports betting, casino, poker and bingo players as well as the key 15% of mobile gamblers often active across all four main types of mobile gaming.

Discussing the presentation, Geoffrey Dixon, Managing Director and Head of Research at insights company Vivid Interface, said: “We undertook the survey in order to develop a greater understanding of consumers’ behaviour, their awareness, attitudes and motivations - in what is an incredibly fast moving and dynamic sector. The findings will get underneath the fingernails of the subject matter and help brands navigate this complex and highly competitive commercial terrain.”

Julian Graves, from Clarion Events, commented: "This is an in-depth and thought provoking study, the results of which will help gaming brands deploy commercial strategies and, most importantly, review their marketing performance against that of their competitors. The wide-reaching report analyses mobile betting activity by gender and age as well as socio-demographic variations and usage patterns, and examines the differences between new gamblers influenced to begin gambling on mobile devices and those more established players introduced to gambling through bricks and mortar or online channels. It's a must read."

To download a sample from Awareness, attitudes and motivations – UK Mobile Gambling 2013 visit

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