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10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON 10 WAYS CASINO VISITORS 10 WAYS CASINO VISITORS TO MAKE SMARTER BETS ON

Ten Ways to Make Smarter Bets on Casino Visitors

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10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

10 WAYSCASINO VISITORS

10 WAYSCASINO VISITORS

TO MAKE SMARTER BETS ON

Local market insight expert Scarborough provides an analysis of two different target audiences that are meaningful to the casino industry—adults age 21+ and Casino Visitors (the 34% of adults 21+ who visited a casino in the past 12 months). All adults referenced throughout this study are age 21+.

We know you know your own players, but by understanding the nuances of these two consumer groups, you can see the state of current Casino Visitors nationally, as well as the ways to reach potential visitors including your competitors’ visitors.

By upping the ante on your outreach strategy with messaging tailored to the interests, activities and gambling habits of Casino Visitors, you can take your company from beginner’s luck to high roller. Let Scarborough’s in-depth report into Casino Visitors give you the house advantage.

341. Attract your competitors’ players.

����������

��������������� �����% 37%

35%

57%

of U.S. adults age 21+ visited a casino in the past 12 months.

are Generation X (30–49).

have kids age 17 and under.

aremarried.

Source: Scarborough USA+ Study, Release 2, 2012. © 2013 Scarborough.

By understanding who Casino Visitors are, you can better craft and target your outreach communication, whether it's to parents, GenXers, couples and more.

went to a

comedy club

19 NEARLY

3XMORE LIKELY

T H A N AL L A

D U LT S 21 +

went to a

comedy club

19 NEARLY

3XMORE LIKELY

T H A N AL L A

D U LT S 21 +

saw a country

concert

18

MORE THAN

TWICE

MORE LIKELY

T H A N AL L A

D U LT S 21 +

saw a country

concert

18

MORE THAN

TWICE

MORE LIKELY

T H A N AL L A

D U LT S 21 +

saw a rock

concert

27 M

ORE THAN

TWICE

MORE LIKELY

T H A N AL L A

D U LT S 21 +

saw a rock

concert

27 M

ORE THAN

TWICE

MORE LIKELY

T H A N AL L A

D U LT S 21 +

Source: Scarborough USA+ Study, Release 2, 2012.

© 2013 Scarborough.

2. Dazzle them with stage spectacles.Adults who attended a stage show/concert at a casino:*

*past 12 months.

say they

are fans of

pro bull riding

18 THAT IS24%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

say they

are fans of

pro bull riding

18 THAT IS24%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

THAT IS39%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

say they

are fans of

pro boxing

29 THAT IS39%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

say they

are fans of

pro boxing

29

say they

are fans

of UFC

23 THAT IS41%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

say they

are fans

of UFC

23 THAT IS41%

MORE LIKELY

T H A N A L L A D U LT S 2 1 +

Casino Visitors who did not go to a bar or nightclub:

Source: Scarborough USA+ Study,

Release 2, 2012. © 2013 Scarborough.

40%

drank vodka in the past 30 days.

59%

say they typically drink wine.

60%

more likely to drink imported beer in the past month than all Casino Visitors.

That’s more than twice as likely as all adults.

When planning promotions with alcohol companies, it’s important to know not only what Casino Visitors are drinking, but where they’re drinking when they visit.

Know what they’re drinking—and where.

Adults who went to a bar or nightclub while at a casino:

3.

31% 28%

more likely to visit a steakhouse

more likely to visit a seafood restaurant

Source: Scarborough USA+ Study, Release 2,

2012. © 2013 Scarborough.

Indulge them in Surf & Turf.4.

Casino Visitors who visited upscale restaurants at a casino:

Considering offering promotional comps to upscale restaurants?Be sure to entice Casino Visitors with foods they favor.

Know the difference between Table Gamers and Slot Enthusiasts.“Winner, winner” vs. “Jackpot”

Casino Visitors differ from each other depending on what type of gambling they prefer. Keep reading to understand the differences between table gamers*

and slot gamers** and be more strategic in your promotions and messaging.

5.

*Table Gamers are the 6% of Casino Visitors who play table games, but not slots.

**Slot Gamers are the 57% of Casino Visitors who play slot machines but not table games.

Slot Machines Only

Of Casino Visitors:Table Games Only

Source: Scarborough USA+ Study, Release 2,

2012. © 2013 Scarborough.

are men are women (who play table games but not slots)

79% 21%

are men are women (whoplay slots but not table games)

41% 59%

Hit me.Casino Visitors who play table games, but not slots

Table Gamers are

38% more likely than all Casino Visitors

to agree they take risks when investing if there’s a chance of high return.

Source: Scarborough USA+ Study, Release 2, 2012. © 2013 Scarborough.

belong to Generation X

42%

have an annual household income of $100K+, nearly twice as likely as all Casino Visitors

10%

played online casino games in the past 30 days

47%

Insert coins.Casino Visitors who play slots, but not table games

Source: Scarborough USA+

Study, Release 2, 2012.

© 2013 Scarborough.

11% more likely to be Baby Boomers (50–69 years old)

77% disagree that they take risks when investing if there is a chance of high return

17% have an annual household income of $100K+

7% played online casino games in the past 30 days

39%

more likely than all adults to take 3+ domestic air trips for business in the past year.

28%more likely than all adults to make company purchase decisions in the past 12 months regarding business travel or convention arrangements.

13%

of Casino Visitors took any domestic air business trip in the past 12 months.

That’smore likely than all adults.

29%

Source: Scarborough USA+ Study, Release 2, 2012. © 2013 Scarborough.

Casinos are great places for conferences and conventions. Make your Casino a destination for high-profile industry events with strategic partnerships and programs.

Understand that business travelers are distinct.

6.

44

44

44

44

44

44

44

44

44

44

44

44

Table gamers are

20% more likely

than all adults

to

engage in social

networking.

44

44

44

44

44

44

44

44

44

44

44

44

Table gamers are

40% more likely

than all adults

to

check online

daily deals.

44

44

44

44

44

44

44

44

44

44

44

44

38% of Casino

Visitors access

YouTube.

575757% of C

asino Visitors

engage in social

networking.

19

19Casino Visitors are 19

%

more likely th

an all

adults to

check online

daily deals.

28

28Table gamers are 28%

more likely th

an all adults

to visit YouTube.

24

24Table gamers are 24% more

likely than all a

dults to

say social networking is

important fo

r accessing VIP

or Members-Only events.

Source: Scarborough USA+ Study, Release 2, 2012.

© 2013 Scarborough.

Educate Casino Visitors and make them more likely to hit the tables with online tutorials. Post videos that not only explain game rules and remind guests of happy memories, but also show off your resort. This is a unique, entertaining and beneficial way to engage with Casino Visitors.

Get Friendly Online.

7.

28%

×2

15%

51%

19%

more likely to live in a household that plans to buy a smartphone in the next 12 months.

×2

16%

Source: Scarborough USA+ Study, Release 2, 2012. © 2013 Scarborough.

more likely than all adults to live in a household that plans to buy a new vehicle in the next 12 months.

Table gamers are almost twice as likely.

more likely to live in a household that plans to buy a tablet in the next 12 months.

more likely to live in a household that plans to buy a Blu-ray player or HDTV in the next 12 months.

Table gamers are twice as likely as all adults to have bought men’s business clothing in the past 12 months.

Slot players are 15% more likely to have bought women’s shoes in past 12 months.

Table gamers are 51% more likely to have bought fine jewelry in past 12 months.

16%32%

71%

more likely than all adults to have

visited a day spa in the past 3 months.

more likely to have shopped at a sporting goods

store in past 3 months.

15%

Table gamers are 71% more likely to have visited a day spa in the past 3 months.

Thinking about taking up casino floor space with a brand new car? How about adding a new jewelry store to your space? By knowing what items Casino Visitors are in the market for in the coming year, you can gain an understanding of the prizes and retail experiences that will draw them in to your casino. Additionally, show retailers why your site is optimal for their business by showcasing the upscale clientele you attract.

Appeal with targeted prizes.

8.

Top Radio Formats for Casino Visitors

of Casino Visitors read a daily print newspaper

of Casino Visitors visited a newspaper website in the past 7 days

of Casino Visitors watched broadcast TV in the past 7 days

of Casino Visitors watched cable TV in the past 7 days

of Casino Visitors visited a broadcast TV website in the past 7 days

Source: Scarborough USA+ Study, Release 2,

2012. © 2013 Scarborough.

9. Reach themwith Media. 91%

88%

22%

56%

21%

25%

Adult Contemporary

24%

Pop Contemporary

24%

Country

What happens in Vegas actuallyhappens in a few other markets.

Atlantic City, NJ

Hartford, CT

Las Vegas, NV

New Orleans, LA

10.

�����31%

played slot machines �����13%

played table games

Atlantic City, NJ 39of adults from the Atlantic City feeder markets of Baltimore, New York, or Philadelphia are Casino Visitors.

%

Source: Scarborough Baltimore, New York

or Philadelphia Local Market Study, Release

2, 2012. © 2013 Scarborough.

�����10%

saw a stage show �����88%

more likely to have an annual household income of $250K+�����53%

more likely to have annual household income of $100K+

Hartford, CT 37of adults from the Hartford feeder markets of Albany, Boston, Hartford, or New York are Casino Visitors.

%

Source: Scarborough Albany, Boston, Hartford or New York Local

Market Study, Release 2, 2012. © 2013 Scarborough.

�����53%

are women�����38%

are Baby Boomers

New Orleans, LA 28of adults from the New Orleans feeder markets of Atlanta, Birmingham, Houston, Little Rock, Memphis, Mobile, or New Orleans are Casino Visitors.

%

�����13%

more likely than all Casino Visitors to be

working moms

Source: Scarborough Atlanta, Birmingham, Houston, Little Rock, Memphis,

Mobile or New Orleans Local Market Study, Release 2, 2012. © 2013 Scarborough.

�����37%

played slots�����16%

played table games

Las Vegas, NV 50of adults from the Las Vegas feeder markets of Bakersfield, Las Vegas, Los Angeles, or Phoenix are Casino Visitors.

%

�����2×as likely as all Casino Visitors to be Hispanic

Source: Scarborough Bakersfield, Las Vegas, Los Angeles or Phoenix

Local Market Study, Release 2, 2012. © 2013 Scarborough.

Casino Visitors are a unique, affluent and exciting audience. By understanding the top 10 ways your company can make smarter bets on Casino Visitors, you can improve your marketing mix, outreach strategy and media buys. Scarborough has detailed data on casinos and we have worked with casino operators to dig into industry-specific issues. As the local market insight expert, Scarborough is able to provide both industry-wide analyses, and solutions specific to your casino (and your competitors’ casinos) in your market.

In addition to our syndicated data, Scarborough is able to to conduct re-contact studies using information for player card databases as well as current Scarborough respondents in order to customize solutions for your business. Which gambling segments provide the most revenue? What percentage of your revenue comes from each of your gambling offerings? Scarborough's Custom Analytics team can help you find the answers.

Interested in a Scarborough Express Analytics Report made just for you? Contact us today.

About ScarboroughScarborough brings the local market to life like no other company. With eyes and ears on the

ground in neighborhoods across the country, we measure, reflect and analyze American consumer

trends and behaviors. Then we turn it all into accessible, actionable data services that shine a

powerful light on your audience or consumer segment. Scarborough surveys more than 210,000

people across the country to capture local consumer trends. We extend this information with

services that enhance, integrate, and further illustrate the consumer story you are interested

in telling. With an array of data, insight and analytic services, we help our customers tackle

marketing and media challenges. And Scarborough operates at the speed of business. We know

your challenges can’t wait, and we strive to build products and solutions that meet your needs

and properly reflect the “here and now” of consumers. Scarborough is a joint venture between

Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

About Scarborough MethodologiesScarborough employs a two-phase methodology to collect consumer information: a telephone

interview (which measures newspaper, radio, and local media website usage and demographics)

followed by a mailed, self-administered consumer booklet and seven-day television diary.

Scarborough is in-field collecting data 44 weeks of the calendar year to even-out any marketplace

disruptions or seasonality issues. Data is released to Scarborough clients twice per year. Annually

Scarborough measures 210,000 adults nationally.

Contact855-807-2272

Members of the Press:[email protected]

All Others:Scarborough Express Analytics [email protected]

/ScarboroughInfo

@ScarboroughInfo