The 2006 Harrah’s Survey explores the notion that gamblers are trendsetters. In a 25-page document the survey examines the attitudes of gamblers and their tendency to be the first to try new products and new activities. The first Harrah’s Survey was published in 1993 and the company believes that since then it has learned much about the American gambler and has dispelled a few myths along the way. Gamblers as a group apparently are financially responsible, save more than non-gamblers and are better prepared for the future.

The ‘Profile of the American Gambler – Harrah’s Survey 2006’ is based on two studies: the National Profile Study conducted by the global research firm Roper Reports from GfK NOP; and the U.S. Gaming Panel conducted by TNS, a leading provider of insight into the American consumer. According to Harrah’s survey, gamblers have more confidence in their financial planning and decisions, and higher expectations for their immediate economic prospects. It is well known that gamblers are risk takers so perhaps their optimism and confidence in their own ability is not unexpected.

Harrah’s Survey states that casino gamblers are much more likely to own the latest consumer electronics, and while this is evident from DVD players (gamblers 71% and non-gamblers 54%), the only new technology owned by more than 27% of gamblers is a CD burner and digital camera. Non-gamblers may own even less, but the figures hardly show that gamblers are ardent fans of consumer electronics. However 40% say that they are enthusiastic about new technology and use it as much as possible (29% of non-gamblers).

Apparently American gamblers like to improve their homes, buy new cars, take vacations and eat Italian food. Religion is fairly important and personal expressions of success include being a good spouse and parent and being true to self. The average gambler will make six trips to a casino during the year, with residents in the West the most likely to include gambling in their leisure activities. The popularity of slots/video poker far outdistances table games (over 70% to around 15%). The majority of machine play is in the 25 cents to 50 cents range and the most played table game is blackjack.

Last year over 52 million Americans visited a casino and the Harrah’s Survey found, for the first time, that a majority of U.S. adults now favour licensed casinos in their own states. The multifaceted entertainment complexes of the modern casino experience makes gaming increasingly an acceptable social activity. Harrah’s Entertainment was the first casino company to recognize and operationally address problem gambling and has an ongoing commitment to responsible gaming. (E-06.26.06)

© Copyright 2006 CasinoCompendium



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