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GambleAware: Segmentation 2023

Author: YouGov Published: January 2024
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Summary

YouGov conducted research for GambleAware to segment people who gamble based on their attitudes towards advice, tools and support.

Topics covered

  • gambling behaviours and motivations
  • attitudes towards receiving support
  • barriers to reducing or quitting gambling
  • demographics of different segments

Key findings

Most people who gamble do not want to change their behaviour, highlighting the need to build demand for support services.
Those seeking change prefer reduction over quitting entirely. Multiple challenges like mental health issues often intersect with gambling problems.
Key barriers include:
  • gambling advertising
  • concerns about success 
  • stigma
Sharing stories of lived experience could encourage more people to seek help.

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