Colorado Lottery Scratch Player
Segmentation Study
Presentation
by Simon Jaworski
March 1st 2012
Thought process into Segmentation
Methodology
Profile of respondents
High level view and comparison of Segments
Detailed Segment Analysis
Strategic Conclusions
Questions
Analytical Methodology: Multi-Domain Segmentation
Actionability is the key to any segmentation approach, indeed to all
market research.
To be successfully actionable, a Scratch Player segmentation study
must address the following three key criteria.
– What Lottery Scratch Players Do?
– Why They Do It?
– Who These Scratch Players Are?
TRiG’s objectives for the Colorado Lottery Scratch Player Segmentation Study were to :
1. Allow the Lottery to use information attained in the segmentation study for strategic
planning, product development, product enhancements, pricing, market positioning and
communications within the Scratch Ticket market. It is anticipated that this data will help
the Lottery maximize revenue potential and minimize risk associated with new product
introductions and product enhancements for Scratch games.
2. Learn the values, attitudes, motivations and Scratch game buying behavior of Colorado
Past Year Scratch playing adults, which results in a division of the public into categories
known as segments.
3. Find Scratch segments that could be easily understood and differentiated from one
another. Factors that we assumed would be assessed, but were not limited to, included
geographic, demographic, socioeconomic, lifestyles, motivations and product usage.
Methodology:
Colorado respondents participated in a 35 minute survey in December, 2011.
985 Scratch players completed the online survey.
469 players were taken from the general population.
516 players were taken from the Colorado Lottery ‘MyLottery’ players club
The respondents all had to:
 Be older than 18 years of age
 have no moral objections to Colorado running a state lottery
 not work for an advertising agency, market research company,
marketing consultant, any type of Lottery or a store that sells lottery
tickets
Margin of Error – Statistical Sample Accuracy at 90% confidence on n=985
completes is + or – 2.6%
www.trig-us.com
Colorado Lottery Scratch Games:
4 Segments Solution
Ritual Budgeters (RIBS)
23%
34%
Trailblazers (BLAZERS)
11%
Don't Know, Don't Care (BLAHS)
32%
Fun, Active Scratchers (FUN FACTS)
www.trig-us.com
Scratch Segment Sketches
‘RIBS’, Ritual Budgeters
“RIBS are the oldest segment and are very focused on the bottom line.
Not surprisingly, they are more likely to be retired than the other player
groups. RIBS are less concerned with large jackpots and more
interested in the cost of their tickets. Lottery is a weekly ritual for them.
RIBS play their lucky numbers, prefer to win cash and play games with
lots of top prizes available. This groups values privacy and courtesy and
is the most religious of our segments. ”
‘BLAZERS’, Trailblazers.
“The most youthful and diverse segment, both racially and ethnically,
Trailblazers are the most active and highest spending players.
They enjoy risk, believe in fate and have an optimistic worldview.
Trailblazers have the second highest average income of the segments,
are brand loyal and spontaneous. They consider themselves leaders
and are not concerned with what others thinks of them.
Trailblazers value their independence and plan for the future.”
9
Scratch Segment Sketches (2)
BLAHS: Don’t Know, Don’t Care
“The Blahs have middle of the road opinions about most values and a
somewhat negative view of the lottery. They are the least likely to see the
benefits that the lottery brings to the state. Blahs are somewhat
conservative, but dream of winning big- exhibiting a motivation to play
when jackpots reach $100 MM.
That said, Blahs have the lowest playership and spend numbers.
They don’t think of the lottery as immoral, but are the most disengaged
segment.”
FUN FACTS: Fun, Active Scratchers
“ FACTS are motivated by fun. They are very active and they spend
free time enjoying the outdoors. FACTS play drawing games when
the jackpots are high and purchase their tickets in c-stores.
They are the most affluent segment, the most likely to be currently
employed and the most likely to buy Lottery tickets as gifts.
FACTS appreciate the benefits that the Lottery brings to the state,
as well as the entertainment value of the games on a personal
level.”
10
High Level Descriptions of the Segments
Target Group
RIBS: Ritual
Budgeters
BLAZERS:
Trailblazers
Segment
Population Size
23%
11%
Spend Past
per
Month
Month Play
$70
$129
71%
78%
Past
Week
Play
48%
52%
% of Pop.
Key Lottery
played in
Games
Past Week
Importance to
Lottery
11%
Joint 2nd Most
important
Scratcher
segment
6%
Most important
Scratcher
segment.
BLAHS:
Don’t Know,
Don’t Care
32%
$63
68%
39%
13%
FUN FACTS:
Fun, Active
Scratchers
34%
$59
70%
44%
15%
They play
sometimes, but
it’s a secondary
activity
Joint 2nd Most
important
Scratcher
segment
Distinguishing Characteristics of each segment*
High
Low
BLAZERS
RIBS
FUN FACTS
BLAHS
Budget my money
24%
29%
-26%
-1%
Careful Decisions
32%
-2%
-22%
-17%
External Pressure
41%
-11%
-6%
10%
New Products
47%
24%
17%
-3%
Work for what you get
7%
11%
4%
-26%
Enjoy risk
42%
-10%
10%
4%
Low effort activities
31%
-14%
-8%
-7%
Shopper
16%
27%
4%
-8%
High
Low
www.trig-us.com
Distinguishing Gaming & Lottery Attitudes of each segment*
High
Low
BLAZERS
RIBS
FUN FACTS
BLAHS
Lottery benefits Colorado
67%
29%
18%
-18%
Lottery is immoral
45%
-26%
-26%
-1%
Keeps money in the state
65%
60%
69%
52%
Non-cash prizes
61%
4%
1%
-8%
Helps the elderly
31%
14%
18%
14%
Entertainment/Fun
44%
46%
59%
45%
Impulsive
42%
10%
33%
0%
Share news with friends
41%
-19%
2%
8%
Odds Player
41%
-11%
7%
21%
High
Low
www.trig-us.com
Distinguishing Jackpot/Drawing Game Play of each segment*
High
Low
BLAZERS
RIBS
FUN FACTS
BLAHS
Multiple play
69%
-14%
-18%
14%
Routine
43%
3%
-8%
-19%
Chance of winning
56%
9%
3%
8%
Play in Pool
46%
0%
2%
4%
Big Jackpot
30%
-14%
-7%
3%
Lucky numbers
9%
30%
-5%
-1%
Recent win on same game
20%
32%
2%
-2%
Cost vs. odds
-21%
13%
13%
-3%
High
Low
www.trig-us.com
Distinguishing Scratch Game Play for each segment*
High
Low
BLAZERS
RIBS
FUN FACTS
BLAHS
Set Budget for Scratch
70%
100%
0%
0%
Buy Scratch Tickets as Gift
85%
58%
100%
0%
Non-Cash prizes
82%
5%
10%
5%
Themes and Names
65%
28%
26%
17%
Adrenalin rush/Winning feeling
74%
42%
39%
25%
Method to Scratch Game Play
58%
25%
18%
12%
Smaller prizes, better odds
64%
26%
23%
19%
High
Low
www.trig-us.com
Distinguishing Demographics of each segment*
High
Low
BLAZERS
RIBS
FUN FACTS
BLAHS
GENDER – MALE %
55%
44%
42%
44%
AGE :18 – 34 YEAR OLDS
35%
18%
21%
27%
AGE : 55+ YEAR OLDS
18%
42%
29%
30%
ETHNICITY: WHITE/CAUCASIAN
76%
81%
87%
81%
HISPANIC
23%
17%
18%
18%
AVERAGE H/HOLD INCOME (000s)
$60k
$50k
$61k
$56k
Home Owners
60%
61%
59%
55%
High
Low
www.trig-us.com
www.trig-us.com
Segment 2 - BLAZERS
11%
Trailblazers (BLAZERS)
PAST MONTH PLAY: 78%
PAST WEEK PLAY:
GAMES THEY PLAY
Spend per Month
52%
$129 #1
 Highest spenders
 Smallest segment size
 Lottery lovers
www.trig-us.com
 Who are they?
 Values (Sec B)
 Age skews youngest
 Planning for the future  Independence
 Most racially diverse segment (24% minority) Family
NOT ‘Privacy’
 2nd highest average income ($60K)
SEGMENT 2: BLAZERS
 What are their thoughts on life? (Sec A)
 Believe in working hard for what they earn
(99%) #1
 Enjoy giving gifts to others (96%) #1
 Seek out all relevant facts before making
 Colorado Lottery Benefits, Issues & Proceeds (E2,3,4)
decision (89%) #1
 Keeps money in the State (65%) #2
 Like to try new products (86%) #1
 Provides jobs (42%) #1
 Do exciting things (83%) #1
 Pays for economic development (39%) #1
 Important to save for retirement (83%) #1
 Lowers taxes (37%) #1
 Like to be entertained (79%) #1
 None (36%) #1
 Don’t care about what others think of them
 Schools/Teachers/Education (61%) #1
(72%) #1
 Reduce taxes (46%) #1
 Optimistic about the future (73%) #1
 Fish and wildlife management (36%) #1
 Brand loyal (67%) #1
 Others consider me a leader (66%) #1
 Spontaneous person (64%) #1
www.trig-us.com
 Challenging activities are most fun (67%)
#1
Play - Past
Month Year
56%
79%
Average Spend
Per Play Per Month (among players)
$10 ($13) $23 ($30)
37%
53%
$7 ($13) $14 ($26)
50%
74%
$9 ($13) $20 ($27)
28%
42%
$4 ($11) $10 ($23)
24%
37%
$4 ($11) $9 ($26)
Key Drawing attributes #1 reasons/differentiators
Dream of Winning Big
When the Jackpot is High
Cost of Ticket
SEGMENT 2: BLAZERS
Drawing Game Attitudes (F1)
 I prefer to let the computer pick my numbers (67%) #1
 I enjoy playing in a pool because it gives me more chances to win (40%) #1
 I realize in a pool group my portion of the jackpot would be lower than my trigger amount that I buy
myself. (63%) #1
www.trig-us.com
Past Year: 100%
Past Month: 78%
Past Week: 52%
PAST YEAR PLAYERSHIP BY TICKET $
% play:
Rank
$1
$2
$3
$5
$10
$20
34%
#4
36%
#4
31%
#2
48%
#1
26%
#1
20%
#1
“FAVORITE SCRATCH GAMES” BY $
SEGMENT 2: BLAZERS
Key Scratch attributes #1 reasons/differentiators
Cost of ticket
Top prize amount
Odds of winning
Spend per play:
$16
Spend per month: $54
Scratch Game Attitudes (G9)
 I like scratch games because you know you have won immediately. (93%) #1
 The prizes on Scratch games give me the feeling of a “winning experience” (92%) #1
 I expect a bigger prize when I buy a higher price point Scratch ticket (89%) #1
 I see Scratch Games as a form of entertainment in addition to a chance to win a prize a win (89%) #1
 I would be likely to purchase a ticket with a top prize other than money (82%) #1
 The first thing I notice when I look at Scratch Games is the Top Prize (78%) #1
 I prefer Scratch Games with a big top prize (75%) #1
www.trig-us.com
“DAYS OF THE WEEK PLAY” %
MONDAY
38%
TUESDAY
41%
WEDNESDAY
46%
THURSDAY
32%
FRIDAY
56%
SATURDAY
51%
SUNDAY
24%
#1
#1
#4
#1
#1
#4
#1
“WHERE DO THEY PURCHASE?”
CONVENIENCE 74% #4
(64% MOST OFTEN)
GROCERY 54% #1
LIQUOR
“DAY PLAY MOST OFTEN” - %
FRIDAY
25%
SATURDAY
23%
WEDNESDAY
22%
15% #1
SEGMENT 2: BLAZERS
Lottery & Gaming Attitudes (C1 & D2)
 It is important to me that proceeds from the lottery go to a good cause (94%) #1
 The CO Lottery has done a good job raising money for CO programs (87%) #1
 I would vote for the Lottery if there was an election today (81%) #1
 The Lottery is fun (90%) #1
 Everyone who purchases a ticket to play the CO Lottery has an equal chance of winning (87%) #1
 Even if it is a small prize, I really enjoy winning something from the Lottery (91%) #1
 I buy tickets to win money (82%) #1
www.trig-us.com
 I like the idea of winning a new car (81%) #1
 When I bet money I want to be entertained as well as have a chance to win a prize (81%) #1
 Media Habits
 52% own a Smartphone
 53% own Gaming Console
 22% own tablet computer
 36% play Online games
 63% read a newspaper
#1
#1
#1
#1
#1
 TV - 17 Hours per week
67%
50%
48%
46%
38%
34%
32%
28%
 Radio – 5 Hours per week




Rap/Hip Hop
Classic Rock
Current Rock
Country/Western
24%
27%
27%
29%
#1
#4
#4
#4
VISIT Colorado Lottery website?
 85% Ever #1
 48%/67% Past Week/Month #1
 71% (T3B) Excellent website
Internet Use per week
 12 hours personal
 10 hours professional
SEGMENT 2: BLAZERS
Social Media – 57% use it daily
 5 Hours Per Week
#1
73%
#1
41%
#1
36%
#1
13%
#2 =
15%
#1
Social Media Product/Brand Promotions
 30% interested #1
www.trig-us.com
 Hobbies & Interests
 Other Gaming activities
Sweepstakes – 67% #2
50%
50%
41%
34%
Casino– 61% #2
Slots – 56% #3
33%
30%
21%
20%
Raffle – 50% #2
SEGMENT 2: BLAZERS
Video Poker – 38% #1
19%
19%
18%
16%
Bingo – 37% #1
15%
www.trig-us.com
Segment 1 - RIBS
23%
Ritual Budgeters (RIBS)
PAST MONTH PLAY: 71%
PAST WEEK PLAY:
Spend per Month
48%
$70 #2
 Third largest segment of the Colorado Lottery Scratch playing population.
 Second highest Monthly spenders on average.
GAMES THEY PLAY
www.trig-us.com
 Who are they?
 Values (Sec B)
 The RIBs segment skews older
 Financial Security
 Privacy
 Lowest % Hispanic (17%)
 Courtesy
NOT ‘Others opinion of me’
 Lowest average income ($50K)
 Looks out for #1 and their budget
SEGMENT 1: RIBS
 What are their thoughts on life? (Sec A)
 Believe in working hard for what they earn
(94%) #2
 Enjoy giving gifts to others (92%) #2
 Seek out all relevant facts before making Colorado Lottery Benefits, Issues & Proceeds (E2,3,4)
decision (87%) #2
 Proceeds go to GOCO (71%) #1
 Pay for advice from psychics is a waste of
 Keeps money in the state (60%) #3
money (79%) #1
 Chance to win money (58%) #4
 Like to get best deal before buying (81%) #2
 Bring in other state’s money (23%) #1
 Have to look out for themselves because
 People who can’t afford play anyway (35%) #1
government won’t (72%) #1
 Important to save for retirement (75%) #2  People spend money that should go to other
things (31%) #2
 Like to be entertained (65%) #2
 Too many expenses/not enough profit (11%) #1
 Spend less on entertainment due to the
 Schools/Teachers/Education (55%) #4
current economy (65%) #2
 Reduce taxes (43%) #2
 Investing in stock market is riskier than it
used to be (71%) #2
www.trig-us.com
Play - Past
Month Year
46%
75%
Average Spend
Per Play Per Month (among players)
$6 ($8) $12 ($16)
27%
48%
$3 ($7)
$8 ($16)
48%
74%
$5 ($6)
$9 ($12)
18%
38%
$2 ($5)
$4 ($10)
15%
31%
$2 ($7)
$4 ($14)
Key Drawing attributes #1 reasons/differentiators
I Dream of Winning Big
Cost of Ticket
When the Jackpot is High
SEGMENT 1: RIBS
Drawing Game Attitudes (F1)
 I realize in a pool group my portion of the jackpot would be lower than my trigger amount that I buy
myself. (56%) #2
 I decide which numbers I will play before I go into the store (24%) #2
 I buy my tickets at the same retailer every time (25%) #2
 I buy my tickets the same day as the drawing (19%) #2
www.trig-us.com
Past Year: 100%
Past Month: 71%
Past Week: 48%
PAST YEAR PLAYERSHIP BY TICKET $
% play:
Rank
$1
$2
$3
$5
$10
$20
53%
#2
41%
#2
30%
#4
45%
#2
20%
#2
12%
#2
“FAVORITE SCRATCH GAMES” BY $
Key Scratch attributes #1 reasons/differentiators
SEGMENT 1: RIBS
Cost of Ticket
Top prize amount
Odds of Winning
Spend per play:
$12
Spend per month: $33
Scratch Game Attitudes (G9)
 I have a set budget for Scratch Games every time I buy them (100%) #1
 I like scratch games because you know you have won immediately. (75%) #2
 I expect a bigger prize when I buy a higher price point Scratch ticket (69%) #2
 The first thing I notice when I look at Scratch Games is the Top Prize (46%) #2
 I prefer Scratch Games with a big top prize (45%) #2
 The prizes on Scratch games give me the feeling of a “winning experience” (45%) #2
 The first thing I notice when I look at Scratch Games is the name of the game (42%) #2
www.trig-us.com
 I like Scratch tickets that take a while to play
(39%) #2
 I would like to be able to buy a Scratch ticket on an IPhone/Ipad/Tablet (78%) #4 B2B
“QUOTE”
“DAYS OF THE WEEK PLAY” %
MONDAY
26%
TUESDAY
33%
WEDNESDAY
50%
THURSDAY
25%
FRIDAY
47%
SATURDAY
56%
SUNDAY
22%
#3
#4
#2
#4
#4
#2
#3
“WHERE DO THEY PURCHASE?”
CONVENIENCE 76% #3
(68% MOST OFTEN)
GROCERY 48% #3
LIQUOR
“DAY PLAY MOST OFTEN” - %
SATURDAY
27%
FRIDAY
24%
WEDNESDAY
24%
12% #3
SEGMENT 1: RIBS
Lottery & Gaming Attitudes (C1 & D2)
 Everyone who purchases a ticket to play the CO Lottery has an equal chance of winning (76%) #2
 The Lottery is a form of gambling (75%) #1
 When I bet money I want to be entertained as well as have a chance to win a prize (69%) #2
 The Lottery has been an overall benefit to the state of Colorado and its citizens (68%) #2
 Having a CO Lottery means keeping money in Colorado (68%) #2
 I would rather win cash vs. a trip or other non-cash prizes (83%) #1
 Even if it is a small prize, I really enjoy winning something from the Lottery (78%) #2
www.trig-us.com
 I buy tickets to win money (75%) #2
 Media Habits
 37% own a Smartphone
 38% own Gaming Console
 12% own tablet computer
 63% read a newspaper
#4
#4
#4
#2
 TV - 15 Hours per week
Internet Use per week
 13 hours personal
 7 hours professional
68%
53%
51%
49%
40%
36%
35%
32%
 Radio – 5 Hours per week




Classic Rock
Country/Western
Oldies
Current Rock
38%
33%
29%
29%
VISIT Colorado Lottery website?
 80% Ever #4
 37%/64% Past Week/Month
 73% (T3B) Excellent website #1
#1
#2
#2
#3
SEGMENT 1: RIBS
Social Media – 40% use it daily
 4 Hours Per Week
#3
68%
#3
34%
#2
30%
#4
12%
#4
7%
#4
Social Media Product/Brand Promotions
 24% interested #3
www.trig-us.com
 Hobbies & Interests
 Other Gaming activities
Sweepstakes – 62% #3
60%
51%
49%
46%
Slots – 57% #2
Casino – 53% #3
46%
40%
38%
29%
Raffle – 44% #3
Video Poker – 21% #3
27%
25%
25%
22%
Bingo – 24% #4
21%
www.trig-us.com
SEGMENT 1: RIBS
Segment 4 - FUN FACTS
Fun, Active Scratchers (FUN FACTS)
34%
PAST MONTH PLAY: 70%
PAST WEEK PLAY:
Spend per Month
44%
$59
 Largest segment
 Want to have fun.
GAMES THEY PLAY
www.trig-us.com
 Who are they?
 Highest average income ($61K)
 Least ethnically diverse (87% Caucasian)
 Interested in fun and c-store focused
 Values (Sec B)
 Truth
 Integrity
 Trust
 Social Status
SEGMENT 4:
 What are their thoughts on life? (Sec A)
FUN FACTS
 Believe you have to work for what you get in
the world (83%) #3
 It’s important to save as much as possible for
retirement (67%) #3
 Colorado Lottery Benefits, Issues & Proceeds
 Like to be entertained (64%) #3
(E2,3,4)
 Like to play competitive games (59%) #2
 Chance to win money (69%) #1
 Lookout for gifts, treats for others (55%) #2
 Keeps money in the state (69%) #1
 Entertainment/fun (59%) #1
 Spontaneous person (47%) #2
 People who can’t afford it play
 Try to fit in with others (34%) #1
anyway (35%) #2
 Always looking for the next ‘get rich quick
 People spending money that should
scheme’ (65%) #3
go for other things (32%) #1
 Can tell when something big is going to
 State parks (50%) #1
happen (20%) #3
 Roads/highways (44%) #1
 Carefully plan how much discretionary
income will go for misc. purchases (16%) #4
www.trig-us.com
Play - Past
Month Year
49%
74%
Average Spend
Per Play Per Month (among players)
$4 ($6) $10 ($13)
24%
44%
$3 ($6)
$5 ($12)
43%
69%
$4 ($5)
$8 ($12)
15%
34%
$2 ($5)
$3 ($10)
SEGMENT 4: FUN FACTS
14%
27%
$1 ($5)
$3 ($10)
Key Drawing attributes #1 reasons/differentiators
Dream of winning big
When the jackpot is high
Odds of winning
Drawing Game Attitudes (F1)
 Realize that in a pool group my portion of the jackpot would probably be much lower than the trigger
amount I buy myself (54%) #3
 Use birthdays/ages of family members to pick numbers (26%) #2
 Buy tickets on same day as drawing (18%) #3
 Use hunches to pick my numbers (12%) #2
 Track numbers from previous drawings to help me decide which numbers to pay in future (76%) #4
 For each online game played, buy ticket for every drawing (68%) #4
 Use to play any jackpot amount but now only buy when jackpot it very large (55%) #4
www.trig-us.com
Past Year: 100%
Past Month: 70%
Past Week: 44% % play:
Rank
PAST YEAR PLAYERSHIP BY TICKET $
$1
55%
#1
$2
$3
$5
$10
$20
47%
#1
36%
#1
45%
#2
15%
#4
9%
#3
“FAVORITE SCRATCH GAMES”
SEGMENT 4: FUN FACTS
Key Scratch attributes #1 reasons/differentiators
Cost of ticket
Top prize
Previously won on before
Spend per play:
$10
Spend per month: $29
Scratch Game Attitudes (G9)
 Would buy a Scratch Game as a gift (100%) #1
 Scratch Games a form of entertainment as well as a chance to win a prize (61%) #2
 Get an adrenaline rush when win a prize (36%) #2
 First thing I notice when I look at a Scratch Game is the theme (34%) #1
 Motivated to buy Scratch Game because of the theme (25%) #2
 Decide which Scratch Games to play before going into the store (54%) #4
 Have a set budget for Scratch Games (47%) #4
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“DAYS OF THE WEEK PLAY” %
MONDAY
26%
TUESDAY
35%
WEDNESDAY
52%
THURSDAY
26%
FRIDAY
51%
SATURDAY
59%
SUNDAY
24%
“DAY PLAY MOST OFTEN” - %
SATURDAY
32%
FRIDAY
24%
WEDNESDAY
20%
“WHERE DO THEY PURCHASE?”
CONVENIENCE 83% #1
(71% MOST OFTEN)
GROCERY 46%
LIQUOR
11%
Lottery & Gaming Attitudes (C1 & D2)
 It is important to me that Lottery proceeds go to a good cause (89%) #2
 Lottery is fun (74%) #2
 Lottery is harmless entertainment (56%) #2
 Like the excitement of betting on games and sports (41%) #2
 I buy Lottery tickets on the spur of the moment (58%) #2
 Playing Lottery games is against my beliefs (93%) #3
 I worry that the Lottery will corrupt our society (76%) #4
 I make my choices to purchase based on the odds (32%) #4
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SEGMENT 4: FUN FACTS
“QUOTE”
 Media Habits




82% own a Desktop Computer
50% own a MP3 Player
26% play Online games
58% read a newspaper
#1
#2
#4
#3
 TV - 16 Hours per week
64%
57%
48%
48%
45%
38%
36%
32%
 Radio – 5 Hours per week




Country/Western 38% #1
Classic Rock
37% #2
Current Rock
32% #1
Oldies
29% #1
VISIT Colorado Lottery website?
 81% Ever #3
 35%/58% Past Week/Month
 70% (T3B) Excellent website
Internet Use per week
 12 hours personal
 10 hours professional
SEGMENT 4: FUN FACTS
Social Media – 45% use it daily
 3.8 Hours Per Week
67%
#4
37%
#2
33%
#3
10%
#2
Social Media Product/Brand Promotions
 27% interested #2
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“QUOTE”
 Other Gaming activities
 Hobbies & Interests
Sweepstakes – 71% #1
51%
51%
49%
46%
Slots – 65% #1
SEGMENT 4:
FUN FACTS
Casino (In-State) – 62% #1
43%
40%
35%
29%
Raffles – 55% #1
Casino (Out of State) – 35% #2
26%
25%
24%
24%
Cards for money – 31% #1
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Segment 3 - BLAHS
Don't Know, Don't Care (BLAHS)
32%
PAST MONTH PLAY: 68%
PAST WEEK PLAY:
Spend per Month
39%
$63
 Second largest segment
 Most disengaged from Lottery
GAMES THEY PLAY
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 Who are they?
 Middle of the road in most values
 No distinguishing demographics
 Most likely to see negatives in lottery and
least likely to appreciate benefits
 Values (Sec B)
 Optimism
 Integrity
 Self respect
 Family Relationship
SEGMENT 3: BLAHS
 What are their thoughts on life? (Sec A)
 I am optimistic about the future (57%) #2
 I like taking risks sometimes (35%) #2
 I often buy things I had not intended to
purchase (16%) #3
 Always looking for the next ‘get rich quick
scheme’ (56%) #2
 Shopping is a fun and entertaining activity
(19%) #4
 I make a budget and stick to it (14%) #4
 I am a competitive person (11%) #3
 I like to read advertisements, to find out
more about a product (11%) #4
 Colorado Lottery Benefits, Issues & Proceeds
(E2,3,4)
 Education (BEST program) (39%) #2
 Helps veterans (15%) #2
 Don’t Know (7%) #1
 Money not going where promised
(19%) #1
 Preys on poor people (14%) #1
 Don’t Know (16%) #1
 Veteran’s programs (32%) #2
 Child development programs (32%) #2
 Health Care (33%) #1
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Play - Past
Month Year
51%
76%
Average Spend
Per Play Per Month (among players)
$5 ($7) $13 ($17)
30%
53%
$3 ($6)
$7 ($13)
43%
68%
$4 ($6)
$9 ($14)
18%
34%
$2 ($6)
$4 ($11)
SEGMENT 3: BLAHS
14%
30%
$1 ($5)
$3 ($11)
Key Drawing attributes #1 reasons/differentiators
Dream of winning big
Cost of ticket
When the jackpot is high
Drawing Game Attitudes (F1)
 I purchase tickets for multiple drawings (13%) #3
 Enjoying playing in a pool because it is a social connection with friends, coworkers and family (58%) #3
 Use hunches to pick lucky numbers (53%) #3
 Enjoy playing in a pool because it gives me more chances to win (54%) #3
 Use birthdays or ages to pick my numbers (44%) #3
 I realize that in a pool group my portion of the jackpot would probably be much lower than than my
trigger amount that I buy myself (21%) #4
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Past Year: 100%
Past Month: 68%
Past Week: 39% % play:
Rank
PAST YEAR PLAYERSHIP BY TICKET $
$1
50%
#3
$2
$3
$5
$10
$20
41%
#3
30%
#3
44%
#4
19%
#3
9%
#4
“FAVORITE SCRATCH GAMES”
SEGMENT 3: BLAHS
Key Scratch attributes #1 reasons/differentiators
Cost of ticket
Top prize
Odds of winning
Spend per play:
$10
Spend per month: $26
Scratch Game Attitudes (G9)
 The more a Scratch ticket costs, the better my chances are of winning (11%) #2
 Have a set budget for Scratch Games (34%) #3
 Motivated to buy Scratch Game because of the theme (28%) #3
 Likely to purchase a ticket with a geographic theme (21%) #4
 Would buy a Scratch Game as a gift (26%) #4
 The prizes on Scratch Games give me the feeling of a “winning experience” (15%) #4
 Prefer Scratch Games with a big top prize (11%) #4
www.trig-us.com
“DAYS OF THE WEEK PLAY” %
MONDAY
28%
TUESDAY
38%
WEDNESDAY
48%
THURSDAY
28%
FRIDAY
49%
SATURDAY
55%
SUNDAY
20%
“DAY PLAY MOST OFTEN” - %
SATURDAY
28%
FRIDAY
23%
WEDNESDAY
16%
“WHERE DO THEY PURCHASE?”
CONVENIENCE 76% #2
(63% MOST OFTEN)
GROCERY 50%
LIQUOR
13%
SEGMENT 3: BLAHS
Lottery & Gaming Attitudes (C1 & D2)
 I would rather win cash versus a trip or other non-cash prize (75%) #3
 Most people who win a lot of money in the Lottery end up less happy than they were before (9%) #2
 The Lottery takes advantage of the poor (7%) #2
 I talk to friends or co-workers frequently about the Lottery (53%) #3
 I often buy Lottery tickets as gifts (48%) #4
 Playing the Lottery is the one thing I can do to help my family (44%) #3
 I like playing a game that takes some time to play, rather than one that is over quickly (21%) #4
 Advertisings for the Colorado Lottery games is memorable (14%) #4
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 Media Habits




45% own a Smartphone
48% own a gaming console
27% play Online games
55% read a newspaper
#2
#2
#2
#4
 TV - 15 Hours per week
62%
49%
42%
42%
41%
29%
28%
27%
 Radio – 5 Hours per week




Classic Rock
33% #3
Country/Western 30% #3
Current Rock
29% #3
Oldies
26% #3
VISIT Colorado Lottery website?
 84% Ever #2
 34%/61% Past Week/Month
 65% (T3B) Excellent website
Internet Use per week
 12 hours personal
 9 hours professional
SEGMENT 3: BLAHS
Social Media – 49% use it daily
 4.5 Hours Per Week
72%
#2
32%
#3
32%
#4
9%
#3
Social Media Product/Brand Promotions
 20% interested #4
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 Hobbies & Interests
 Other Gaming activities
Sweepstakes – 66% #3
52%
48%
44%
43%
Slots – 51% #4
39%
33%
29%
SEGMENT 3:
BLAHS
Casino (In-State) – 47% #4
28%
Raffles – 41% #4
Casino (Out of State) – 29% #3
27%
25%
23%
22%
Bingo – 27% #2
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