for Colorado Lottery by Simon Jaworski

Colorado Lottery Tracking Study

The Hispanic & Non-Hispanic Market

Differentials May - July 2011 (W1 & W2)

for Colorado Lottery

bySimon Jaworski

2

CO Lottery Tracking Study: Hispanic v Non-Hispanic Content

PAGE

KEY FINDINGS & RECOMMENDATIONS 3 – 5

SECOND CHANCE DRAWING, SOCIAL MEDIA & MAIN LOTTERY BENEFITS 6

– 9

LOTTERY PLAYERSHIP 10 – 18

SCRATCH GAMES 18 – 24

MULTI-STATE JACKPOT GAMES – POWERBALL & MEGA MILLIONS 25 – 29

LOTTO 30 – 31

MILLIONAIRE RAFFLE 32 – 34

KEY LOTTERY DYNAMICS: DAY PLAYED / PLAYER TYPE 35 – 37

3

Key Findings (1)

Hispanics engage with Social Media more than non-Hispanics, specifically YouTube, Twitter and MSN, (although Hispanics also skew younger).

Hispanic respondents have greater playership numbers than non-Hispanics significantly higher for Scratch Games.

Hispanic respondents also express their plans to purchase CO Lottery games in the future more strongly than non-Hispanics.

Hispanic respondents are significantly more likely to purchase CO Lottery tickets at convenience stores than non-Hispanics.

Hispanics are more likely to be driven to purchase Scratch Games tickets by a ‘lucky’ feeling, than any other factor, significantly higher than non-Hispanics.

Hispanics are significantly more likely to participate in the Scratch Game Second Chance Drawing, than non-Hispanics.

4

Key Findings (2)

Hispanics are more driven to play Powerball when jackpots are higher, and are also significantly more likely to increase their spend as jackpots increase.

Hispanic respondents were more likely to state their ‘preference for Powerball’ as a key driver for deciding not to purchase Mega Millions.

Hispanics (55%) express a greater likelihood to purchase (Top 2 Box % Definitely/Probably buy) Bonus Millionaire Raffle than non-Hispanics (37%).

5

Recommendations

1. Hispanic players love the Colorado Lottery. They are heavier Scratch Game players and they over-index at buying through convenience stores, but are their needs being met? Are there specific Scratch Games and Ad campaigns directed at this market? Is there enough point-of-sale materials in Spanish language in convenience stores?

2. ‘Feeling lucky’ is a large component of Hispanic’s Scratch game purchase ideals, and there should be further investigation of how this can be utilized effectively as a theme in either advertising or point of purchase material, either in English or Spanish.

3. The Scratch game second chance drawing should also have a Spanish ad campaign as Hispanics are more likely to take part in the drawing.

4. There is also an opportunity with the Bonus Millionaire Raffle, to attract more Hispanics to play.

5. Hispanics appear not to have fully embraced Mega Millions, with a lack of understanding/preference for Powerball currently preventing some players from trying the game.

6. Hispanics claim to play more as Powerball jackpots increase. The Lottery should ensure that awareness of higher jackpots reaches all demographics within the state of Colorado effectively. There is potential for effective use of Social Media with a younger Hispanic market.

6

Second Chance Drawing,Social Media &

Main Lottery Benefits

7

Second Chance Drawing: Awareness & Participation

Q5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing Scratch tickets for an opportunity to still win prizes from a separate drawing?

Q6. Are you likely to participate in a Colorado Lottery Second Chance Drawing?

51% 49%

25% 27%26%

42%

30%41%

46% 49%74% 70% 62%

42%62%

45%

2% 1% 2%12% 16% 9% 14%

YesNoDon't know

Awareness ofSecond Chance Drawing

Likely to Participate in Second Chance Drawing

Hispanic(N)

(n = 125)

Non-Hispanic

(O)(n = 471)

Hispanic(P)

(n = 117)

Non-Hispanic

(Q)(n = 484)

Note: Capital Letters indicate a significant difference across ethnic groups at the 95% confidence levelLowercase Letters indicate a significant difference across ethnic groups at the 90% confidence levelSolid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence levelArrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence level

Wave 1 Wave 2 Wave 1 Wave 2

Hispanic(N)

(n = 125)

Non-Hispanic

(O)(n = 471)

Hispanic(P)

(n = 117)

Non-Hispanic

(Q)(n = 484)

O Q

N Q

Hispanics are significantly more likely to participate in second chance drawings. However, the 2nd chance drawing campaign has been a strong success among

all groups in Wave 2.

8

Social Media Websites Used

58%

35%

36%

15%

14%

15%

7%

9%

22%

55%

25%

22%

13%

8%

7%

9%

6%

28%

Non-HispanicO(n=471)

HispanicN(n=125)

Q7. Which of the following Social Media websites do you actively use (or visit frequently)?

Facebook

Yahoo

YouTube

MSN

My Space

Twitter

LinkedIn

Google-Talk

Do not follow / visit Social Media websites

O

O

O

O

60%

35%

39%

21%

13%

15%

4%

7%

21%

60%

29%

27%

12%

7%

11%

9%

8%

26%

Non-HispanicQ(n=484)

HispanicP(n=117)

Wave 1 Wave 2

Q

Q

p


Q

Facebook if the No.1 Social Media platform across Hispanic and Non-Hispanics in Colorado.

Hispanics over-index on using YouTube and MSN.

9

Main Benefits of CO Lottery for the Residents of CO

Q11. When you think about the Colorado Lottery, what are the main benefits for the residents of Colorado that come to mind?

0% 20% 40% 60% 80% 100%

37%

26%

6%

4%

21%

18%

37%

14%

11%

9%

30%

11%

0% 20% 40% 60% 80% 100%

41%

26%

7%

4%

29%

10%

38%

13%

10%

10%

30%

13%

Wave 1 Wave 2Funding for/maintenance of

parks & recreation, open space, outdoor projects

Money/Chance to win money/get rich/Win money to

help finances Money goes toward

education/schools

Money for state/Colorado/state projects/government

Other

Don’t Know


O Q

n

n pHispanic

N(n=125)

Non- Hispanic

O(n=471)

HispanicP

(n=117)Non-

HispanicQ

(n=484)

There is a strong opportunity to clarify some confusion as to what the main benefits of the Colorado Lottery, across both Hispanic and Non-Hispanic markets.

O

10

Lottery Playership

11

CO Lottery Games - PlayershipAmong Ever Played Colorado Lottery Playership levels among ‘Ever Played’ are similar between the Hispanic

and Non-Hispanic markets.

Q13. Have you ever played any of [these] Colorado Lottery games?

Ever Played CO Lottery Games

2% 0% 0% 1%

26% 21% 24% 26%

73% 79% 76% 74%YesNoDon't know

Hispanic(N)

(n = 125)

Non-Hispanic

(O)(n = 471)

Hispanic(P)

(n = 117)

Non-Hispanic

(Q)(n = 484)

Wave 1 Wave 2


12

CO Lottery Games - PlayershipAmong Ever Played Colorado Lottery Hispanics over-index on Scratch Game play in Colorado, compared to

Non-Hispanics. However in W2 Non-Hispanics playership is lower than W1.

*Base=Respondents who have ever played CO lottery gamesQ14. Which Colorado Lottery games have you ever played?

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

Wave 185%

88%

78%

49%

38%

21%

13%

75%

72%

64%

40%

30%

12%

9%

o

o

O

O

O

HispanicN

(n=91)Non-

HispanicO

(n=371)


Wave 283%

65%

52%

27%

27%

21%

8%

75%

70%

62%

34%

31%

21%

11%

HispanicP

(n=89)Non-

HispanicQ

(n=357)

q

p

Total – All Waves84%

77%

65%

38%

33%

21%

11%

75%

71%

63%

37%

30%

16%

10%

HispanicA

(n=180)Non-

HispanicB

(n=728)

B

13

Hispanic/Non-HispanicOutlets Where CO Lottery Tickets Purchased Regularly The Hispanic players are more likely to play at Convenience Stores than

Non-Hispanics players.

60%

28%

10%

1%

4%

50%

37%

10%

2%

2%

Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

Convenience Stores

Grocery

Liquor Stores

Restaurant/Bar

Other Outlets

O

n

57%

27%

8%

1%

1%

49%

31%

10%

1%

2%

Wave 1 Wave 2

HispanicN

(n=125)Non-

HispanicO

(n=471)

HispanicP

(n=117)Non-

HispanicQ

(n=484)


59%

28%

9%

1%

2%

50%

34%

10%

1%

2%

Total – All Waves

HispanicA

(n=242)Non-

HispanicB

(n=955)

B

a

14

Issues Faced at Lottery Retail Stores

Both Hispanics and Non-Hispanics claim that the key issue faced at Retail is that ‘Scratch Games they wanted were unavailable’.

This is issue is certainly more prevalent among Hispanics.

*Base=Respondents who have played CO lottery games in the past yearQ19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?

Scratch Games you wanted to play were unavailable

Store clerks/employee had little knowledge about games

Drawing Game terminals were not working

Scratch Game tickets in the dispensers were not visible

Lottery Game instructions were unclear

Incorrect numbers were displayed at location

Other

None of the above0% 20% 40% 60% 80% 100%

34%

20%

19%

19%

8%

7%

1%

44%

25%

17%

15%

11%

7%

4%

2%

53%0% 20% 40% 60% 80% 100%

35%

17%

13%

13%

7%

2%

1%

45%

27%

16%

13%

9%

6%

2%

4%

53%

Wave 1 Wave 2


HispanicN

(n=85)Non-

HispanicO

(n=324)

HispanicP

(n=84)Non-

HispanicQ

(n=309)

o

o

15

Reasons for Never Playing CO Lottery

Non-Hispanics who have never played CO Lottery are significantly more likely to feel lottery games are not worth the money

*Base=Respondents who have never played CO lotteryQ21. Why have you never played the lottery?

HispanicNon-

HispanicWave 1(n=34)*

Wave 1(n=101)*

I don’t think I’ll ever win 47% 39%Poor odds/hard to win 32% 40%It’s a waste of money 26% 39%I don’t have the money 32% 36%I am spending money on other things 41% 31%I have no interest/I’ve lost interest 24% 31%It’s not worth the money 9% 29%It’s not convenient for me 15% 15%There are not enough winners 18% 13%Personally opposed 15% 11%It’s hard to find out winning numbers 9% 10%I forget to play 12% 8%The Lottery is confusing/hard to play 9% 9%The money from the lottery not going where it’s supposed to 12% 7%

It’s not fun/entertaining/interesting 9% 8%The prizes are too small 3% 7%Going to casinos 0% 5%Other 12% 6%No reason 3% 5%

16

Key Reasons Why Play Lottery

Hispanic respondents are significantly more likely to be motivated to play CO Lottery games to win some money, to try a new game and to join co-workers in an office pool

Lower case letters indicate a significant difference across ethnic groups at the 90% confidence level*Base=Respondents who have played lottery in past yearQ22. Which of the following are key reasons why you play the Lottery?

Hispanic Non-Hispanic(n=85)* (n=324)*

To win some money 88% 80%For entertainment or fun 59% 57%As a chance to fulfill my dreams 53% 46%The money goes to good cause 34% 30%It adds excitement to my life 27% 25%There are always new games to play 21% 13%My family or friends play 15% 14%I have heard of local winners 18% 12%I play in office pool at work 8% 4%Other 1% 2%No reason 2% 1%Don't know 1% 0%

c

c

c

c

17

Mean Rating: 4.02 3.76 4.07 o 3.83 3.97 q 3.70

Likelihood to Purchase CO Games in the Future

Hispanics claim they are significantly more likely to purchase Colorado Lottery tickets in the future compared to Non-Hispanics (which is consistent across both waves).

0%

20%

40%

60%

80%

100%

5% 10% 5% 8% 4% 11%10% 10% 10% 9% 11%

10%14%

17%13% 16% 15%

17%21%

23%19%

24% 24%21%

50% 41%54% 42% 46% 40%

Definitely PurchaseProbably PurchaseMight or Might Not PurchaseProbably Not PurchaseDefinitely Not Purchase

5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?

Top 2 Box: 71% B 64% 73% 66% 70% q 62%

O

Wave 1 Wave 2

PHispanic

(N)(n = 125)

Non-Hispanic

(O)(n = 471)

Hispanic(P)

(n = 117)

Non-Hispanic

(Q)(n = 484)

Note: Capital Letters indicate a significant difference across ethnic groups at the 95% confidence levelLowercase Letters indicate a significant difference across ethnic groups at the 90% confidence level

B

Hispanic(A)

(n = 242)

Non-Hispanic

(B)(n = 955)

Total – All Waves

18

Scratch Games

19

How Often Play Scratch Games

Hispanic’s play Scratch Games more frequently than Non-Hispanics.

*Base=Respondents who have played Scratch games in the past yearQ24. How often do you play Scratch games? Would you say you play?

44%32%

47%25%

39% 39%

35%34%

33%

38%

38% 30%

21%34%

20%37%

23% 31%

Don't knowPast yearPast monthPast week

Hispanic(N)

(n = 70)

Non-Hispanic

(O)(n = 217)

Hispanic(P)

(n = 61)

Non-Hispanic

(Q)(n = 218)

Wave 1 Wave 2


O

N

Hispanic(A)

(n = 131)

Non-Hispanic

(B)(n = 435)

Total – All Waves

B

A

20

Amount Spent on Scratch Games…

Hispanics and Non-Hispanics spent roughly equal amounts on Scratch Games, the last time they played.

0%

20%

40%

60%

80%

100%

53% 55% 49%62% 59% 49%

24% 23% 23%19% 25%

27%

17% 13% 19% 10% 15%16%

6% 9% 10% 9% 2% 9%

$21+$11 - $20$6 - $10$1 - $5

…Last Time Played

*Base=Respondents who have played Scratch games in the past yearQ26. How much did you spend the last time you played Scratch games?

Mean: $10 $11 $12 $10 $8 $11 p

o

Hispanic(N)

(n = 70)

Non-Hispanic

(O)(n = 217)

Hispanic(P)

(n = 61)

Non-Hispanic

(Q)(n = 218)

n


Wave 1 Wave 2

p

Total- All Waves

Hispanic(N)

(n = 131)

Non-Hispanic

(O)(n = 435)

21

Amount Spent on Scratch Games…

Overall, Scratch Game spend by Hispanics is slightly higher than Non-Hispanics, although this has varied between waves.

…in Typical Month

0%

20%

40%

60%

80%

100%

31% 40% 28%46% 35% 35%

15%19%

13%

19%16% 19%

21%17%

23%

17%20% 16%

10% 6%11%

4%8% 8%6% 6%

6%6% 7% 7%

17% 12% 19% 8% 15% 15% 50+

$31-$49

$21-$30

$11-$20

$6-$10

$0-$5

*Base=Respondents who have played Scratch games in the past yearQ27. Approximately how much do you spend on Scratch Games in a typical month?

Mean: $25 $22 $30 O $18 $20 $25

B

Hispanic(N)

(n = 70)

Non-Hispanic

(O)(n = 217)

Hispanic(P)

(n = 61)

Non-Hispanic

(Q)(n = 218)

Wave 1 Wave 2

O

O


N

Hispanic(N)

(n = 131)

Non-Hispanic

(O)(n = 435)

a

Total- All Waves

22

82%

64%

59%

31%

16%

15%

78%

62%

61%

27%

16%

10%

76%

64%

77%

29%

26%

13%

72%

60%

54%

28%

20%

9%

Hispanic/Non-HispanicImportance When Deciding to Buy Scratch Games Hispanics are significantly more likely to buy a Scratch Game if they are

‘feeling lucky’ compared to Non-Hispanics. This information normalized in W2 and should be researched more

thoroughly.

*Base=Respondents who have played Scratch games in the past yearQ30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been

important to you in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.

I had spare money

I saw the scratch tickets

I felt lucky

I saw a lottery sign

I remembered the advertising

The sales clerk mentioned it

Reasons for Deciding to Buy Scratch Games

O

Wave 1 Wave 2

HispanicN

(n=70)*Non-

HispanicO

(n=217)*

HispanicP

(n=61)*Non-

HispanicQ

(n=218)*


79%

64%

69%

30%

21%

14%

75%

61%

57%

27%

18%

10%

TOTAL

HispanicW1 & W2

A(n=131)*

Non- HispanicW1 & W2

B(n=435)*

B

23

Prize Amount that is a Winning Experience for Scratch Games

Hispanic’s, on average, have higher winning experience goals than non-Hispanics.

*Base=Respondents who have played Scratch games in the past yearQ32. When you play Scratch games, what prize amount do you have to win before you feel like you have had a winning

experience?

0%

20%

40%

60%

80%

100%

9% 8% 14% 8% 3% 8%

18%30% 10% 30%

26%30%

20%17%

16%

17%25%

17%13%

14%

10%

14% 16% 14%22%

16%

26%

17% 18% 16%

18% 14% 24% 13% 11% 16%

$100+$51-$99$21-$50$11-$20$6-$10$1-$5Don't Know

$ Prize Amount that is a ‘Winning Experience

N

Hispanic(N)

(n = 70)

Non-Hispanic

(O)(n = 217)

Hispanic(P)

(n = 61)

Non-Hispanic

(Q)(n = 218)


Wave 1 Wave 2Total- All Waves

Hispanic(A)

(n = 131)

Non-Hispanic

(B)(n = 435)

N

O

24

Multi-State GamesPowerball

25

Importance When Deciding to Buy Powerball

Hispanics definitely have a greater affinity with ‘feeling lucky’ than non-Hispanics in terms of deciding when to buy Powerball tickets.

Base=Respondents who have played Powerball in the past yearQ36. Please think about the last time you bought Powerball. Which, if any, of the following reasons was important or not

important in deciding to buy Powerball?

The Jackpot was high

I had spare money

I felt lucky

I saw the Powerball tickets

I saw a lottery sign

I remembered the advertising

The sales clerk mentioned it

Importance When Buying Powerball

80%

69%

53%

39%

33%

29%

8%

86%

70%

51%

36%

33%

21%

10%

85%

70%

55%

41%

41%

29%

8%

84%

59%

47%

31%

28%

16%

10%

Wave 1 Wave 2


83%

69%

54%

40%

38%

29%

8%

85%

65%

49%

34%

31%

19%

10%

TOTAL

HispanicW1 & W2

A(n=117)*

Non- HispanicW1 & W2

B(n=419)*

HispanicN

(n=66)*Non-

HispanicO

(n=213)*

HispanicP

(n=51)*Non-

HispanicQ

(n=206)*

O

OB

26

Hispanic/Non-HispanicAt What Jackpot Amount Do You Begin Playing Powerball Hispanics and Non-Hispanics start to play Powerball at similar levels.

0%

20%

40%

60%

80%

100%

12% 9% 12% 10% 12% 7%

39% 41% 41% 44% 37% 38%

22% 23% 18% 18% 27% 28%

9% 10% 8% 11% 10% 9%3% 5% 5% 4% 2% 5%9% 9% 6% 10% 12% 8%6% 4% 11% 3% 0% 4% $150+ Million

$100-$149 Million

$51-$99 Million

$31-$50 Million

$20-$30 Million

Series2

Don't know

*Base=Respondents who have played Powerball in the past yearQ37. At what jackpot amount do you begin playing Powerball?

Size of Jackpot Doesn’t Matter

Mean : $65M $59M $80M O $59M $46M $58M

O

Wave 1 Wave 2

Hispanic(N)

(n = 66)

Non-Hispanic

(O)(n = 213)

Hispanic(P)

(n = 51)

Non-Hispanic

(Q)(n = 206)


Hispanic(A)

(n = 117)

Non-Hispanic

(B)(n = 419)

Total- All Waves

27

Jackpot Amount Spent

Hispanic’s and Non-Hispanics spend at similar levels in terms of increased spend as Powerball jackpots grow.

*Base=Respondents who have played Powerball in the past yearQ38. Do you typically spend more on Powerball tickets as the jackpot grows?

Do you typically spend more onPowerball tickets as the jackpot grows?

3% 4% 2% 3% 4% 4%

51% 55%42%

58% 63%51%

46% 42%56%

38% 33%45%

YesNoDon't know

Hispanic(N)

(n = 66)

Non-Hispanic

(O)(n = 213)

Hispanic(P)

(n = 51)

Non-Hispanic

(Q)(n = 206)

Wave 1 Wave 2

O


N

Hispanic(A)

(n = 117)

Non-Hispanic

(B)(n = 419)

Total- All Wave s

28

Multi-State GamesMega Millions

29

Reason for Not Buying Mega Millions Ticket Current Powerball play is probably holding back some Hispanics from

trialing the Mega Millions game. However, unfamiliarity with Mega Millions fell in W2 among Hispanics.

*Base=Respondents who have played Powerball and not played Mega Millions in the past year** Small Base SizesQ51. In the PAST YEAR, you said you have played Colorado Lottery’s Powerball game, but not the Mega Millions game. Both

games are very similar, being National Jackpot drawing games, so what is the main reason you have not bought a Mega Millions ticket?

Wave 1 Wave 2Hispanic

(N)Non-Hispanic

(O)Hispanic

(P)Non-Hispanic

(Q)(n=28)** (n=99)* (n=34)* (n=119)*

Not aware of/Familiar with the game 25% 27% 6% 20% pPoor odds/hard to win 14% 9% 15% 8%Prefer Powerball/Used to playing Powerball 14% o 5% 9% 11%Have not thought/Don't think about playing it 0% 7% 6% 3%I don’t have the money 0% 6% 3% 7%I don’t think I’ll ever win 7% o 1% 3% 3%Powerball has a higher payout 4% 2% 0% 5%Just haven’t tried Mega Millions yet 0% 3% 0% 5%Familiar with Powerball 4% 1% 6% Q 0%I play/Prefer to play other Colorado lottery games (game unspecified) 0% 2% 0% 0%

Don't like Mega Millions 4% o 0% 0% 0%Other 14% 16% 9% 10%No reason 4% 9% 3% 8%Don’t Know 11% 11% 12% 9%


30

Lotto

31

Amount Spent on Lotto…

Hispanics and Non-Hispanics spent at similar levels on Lotto, the last time they played.

0%

20%

40%

60%

80%

100%

69% 75% 77% 72%

15%17% 13% 16%

11% 4% 10% 9%5% 4% 4%

$21+$11 - $20$6 - $10$1 - $5

…Last Time Played

*Base=Respondents who have played Lotto in the past yearQ44. How much did you spend the last time you played LOTTO tickets?

Mean: $16 o $6 $6 $10

O

Hispanic(N)

(n = 55)

Non-Hispanic

(O)(n = 166)

Hispanic(P)

(n = 39)

Non-Hispanic

(Q)(n = 162)

n


Wave 1 Wave 2

32

Amount Spent on Lotto…

Hispanics and Non-Hispanics spend at similar levels on Lotto, in the past month.

…in Typical Month

0%

20%

40%

60%

80%

100%

33%51% 43% 44%

22%17%

13% 23%22%

17%26% 15%

13% 5% 5% 7%5% 6% 8% 4%5% 5% 5% 6%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$0-$5

*Base=Respondents who have played Lotto in the past yearQ45. Approximately how much do you spend on LOTTO in a typical month?

Mean: $18 $17 $14 $17

B

Hispanic(N)

(n = 55)

Non-Hispanic

(O)(n = 166)

Hispanic(P)

(n = 39)

Non-Hispanic

(Q)(n = 162)

Wave 1 Wave 2

O

O


N

33

Millionaire Raffle

34

Non-Hispanic

(Q)(n = 357*)

Hispanic/Non-HispanicLikelihood to Purchase Bonus Millionaire Raffle Hispanics are significantly more likely to play Bonus Millionaire Raffle

than Non-Hispanics, across Waves 1 & 2.

0%

20%

40%

60%

80%

100%

4% 4% 11% 8%11% 17%

17% 20%30%

42% 31% 38%27%

22% 21%19%

27%15% 19% 15%

Definitely Purchase

Probably Purchase

Might or Might Not Purchase

Probably Not Purchase

Definitely Not Purchase

Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence levelArrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence levelCapital letters indicate a significant difference across ethnic groups at the 95% confidence level*Base=Respondents who have ever played CO lottery gamesQ57. How likely are you to purchase a Bonus Millionaire Raffle game from the Colorado Lottery between April and July 2011?

Mean Rating: 3.6 O 3.3 3.2 3.1

Top 2 Box: 55% 37% 40% 34%O

O

N

Wave 1 Wave 2

Hispanic(N)

(n = 91)*

Non-Hispanic

(O)(n = 371)*

Hispanic(P)

(n = 89)*

35

Key Lottery Dynamics

36

Hispanic/Non-HispanicDays of the Week Typically Buy Lottery Tickets In W2, Hispanic play was more in line with Non-Hispanic play than in W1. There still appears to be a large opportunity to increase Tuesday play

among both groups.

0% 20% 40% 60% 80% 100%

29%

39%

58%

28%

55%

54%

20%

22%

29%

38%

19%

47%

45%

13%

Solid arrows indicate Wave 2 significantly higher/lower than Wave 1 at 95% confidence levelArrow outlines indicate Wave 2 significantly higher/lower than Wave 1 at 90% confidence levelLower case letters indicate a significant difference across ethnic groups at the 90% confidence levelCapital letters indicate a significant difference across ethnic groups at the 95% confidence level*Base=Respondents who have played games in the past yearQ61. On which days of the week do you typically buy Lottery tickets?

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

O

o

o

0% 20% 40% 60% 80% 100%

17%

24%

37%

25%

46%

39%

15%

21%

21%

38%

21%

42%

41%

13%

Wave 1 Wave 2

HispanicN

(n=85)*Non-

HispanicO

(n=324)*

HispanicP

(n=84)*Non-

HispanicQ

(n=309)*

37

Lottery Statements – Agree – Top 2 Box %

Hearing about local winners is a key driver among the Hispanic community, significantly more so than the Non-Hispanic market.

Q63. On a 1 to 5 scale, where 5 is Strongly Agree and 1 is Strongly Disagree, please rate how much you agree or disagree with each of the following Lottery statements…

It is unlikely that I will increase my spend on the Lottery in the future.

The Lottery has been an overall benefit to the state of Colorado.

The Colorado Lottery has been run honestly.

The price of gas has directly lowered my spend on the Colorado Lottery.

The state of the economy has had a direct effect on my Lottery spending habits.The lottery is an inexpensive form of

entertainment.I am more likely to play lottery games when I've heard about a local winner.The chances of winning a prize in the

Colorado Lottery are good.

Top 2 Box Scores 5 = Strongly Agree, 4 = Somewhat Agree

1-5 scale

52%

51%

48%

58%

40%

41%

34%

20%

60%

57%

50%

44%

44%

40%

22%

16%

O

O

n59%

56%

48%

44%

44%

32%

36%

19%

55%

56%

51%

44%

45%

40%

26%

17%

Q


Wave 1 Wave 2

HispanicN

(n=125)Non-

HispanicO

(n=471)

HispanicP

(n=117)Non-

HispanicQ

(n=484)

Documents

for Colorado Lottery by Simon Jaworski