Spring 2009 Mobile Lottery Platform Market Potential Study : Market Research Report

Spring 2009 Mobile Lottery Platform Market Potential Study

Published by: InfoTek Research Group

Published: Jun. 1, 2009 - 41 Pages

Section 1 Introduction: 1.1 Study Background; 1.2 Objectives; 1.3 Methodology
Section 2 Mobile Phone Usage Among Current Lottery Players: 2.1 What type of mobile phones are Lottery players using?; 2.2 Mobile Phone Feature Usage Behavior Among Today’s Lottery Players; 2.3 Touch-Screen Devices and the Mobile Gaming Interface; 2.4 Mobile-Only Households: A New Demographic
Section 3 Potential Playership for a Mobile Lottery Offering: 3.1 Initial Likelihood to Play Lottery Games via Mobile Device; 3.2 Obstacles to Adoption; 3.3 Initial Likelihood to Play for Fun vs. For Cash Prizes
Section 4 Developing Relationships With Lottery Players Via Mobile Phone: 4.1 Current Awareness of Lottery Players’ Clubs; 4.2 Lottery-related Alerts and Downloadable Content via Mobile Phone; 4.3 Propensity to Join Mobile Lottery Players’ Club
Section 5 Interactive Lottery Concepts for Mobile Phone: 5.1 Second Hand Drawings via Mobile Phone; 5.2 Interactive TV Show via Mobile Phone; 5.3 Problem Gambling Resources Via Mobile Phone; 5.4 Summary: Appeal of Interactive Lottery Concepts
Section 6 The Big Picture: Key Findings from the Study: 6.1 Generation Y: The Next Generation of Lottery Players; 6.2 Smartphones and the New Mobile Lottery Experience

Abstract

As Lottery organizations across the U.S. seek to develop playership among the up-and-coming generations of Lottery players, many are also looking to the Internet and mobile phone as a platform for reaching this audience. Along with the current legal obstacles that Lotteries face in their effort to develop an Internet or mobile-based offering (UIGEA, The Wire Act, etc…), there are a number of other questions and opportunities to consider when developing a mobile strategy. Among these are:

Understanding the target market for a mobile Lottery player segment
Creating entertainment value for new generation of Lottery players
Leveraging the mobile platform to increase playership on existing games and develop a relationship with Lottery players
Understanding the requirements and benchmarks of the mobile user experience

In order to assist with this effort, InfoTek Research has taken the initiative to conduct a series of nationwide surveys of Lottery players in order to address the mobile Lottery’s potential playership, as well as determining the key points for Lottery organizations to be aware of when developing a mobile strategy.

The Spring 2009 Mobile Lottery Playership Study gathers information about potential mobile Lottery playership from a random sample of Lottery players in North America, and provides insight into the profile of Lottery players who represent the greatest opportunity for North American Lotteries.

The Objectives of the Study were:

Profile Lottery player segments most likely to play via Mobile Phone;
Predict likely playership levels for Lottery games via the Mobile Phone; and,
Outline key components of Mobile strategies for Lottery Organizations.

Methodology:

Web survey of U.S. Consumers
Randomized sample
n=250 (+/- 6.2% sample error)
Fielded in March 2009

Respondents in this study are:

U.S. residents
18 years of age or older
Lottery players (have played Lottery in the past 12 months)
Mobile phone users

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2/15/2012 - 32

Spring 2009 Mobile Lottery Platform Market Potential Study

Table of Contents

Abstract