A recent survey examining the gambling habits of 1,000 Irish adults has revealed that frequent operator notifications and specific life events significantly influence their gambling decisions. Conducted by the Economic and Social Research Institute (ESRI) and released on Wednesday, the findings emerge as Ireland prepares to implement its new regulatory framework under the Gambling Regulation Act 2024.
The survey found that 80% of participants held online gambling accounts, and of those, 53% maintained multiple accounts. Additionally, 44% of respondents indicated they gambled both online and in-person.
The study, which utilized a sample weighted by age, gender, region, and social class, sourced respondents from an existing online panel instead of choosing a probability sample specifically for this research.
Various activities like horse racing, sporting events, and lotteries were commonly linked to the establishment of online betting accounts. Remarkably, 38% of individuals who first signed up to place bets on horses or sports later utilized their accounts for other gambling options such as online casinos, slots, bingo, or scratchcards.
Operator communication emerged as a critical factor in gambling behaviors. Approximately two-thirds of account holders reported receiving emails from operators, while 52% received notifications via apps and 16% by text messages. About 25% of those who received app alerts stated they received them daily or more frequently.
In terms of behavior prompting gambling sessions, around one in seven respondents indicated that an email, notification, or advertisement prompted them to gamble online. Other influences included reminders about upcoming events, viewing sports, and feelings of boredom or stress. Of those surveyed, 16.4% attributed their latest gambling session to boredom or stress, while 5.6% indicated they gambled to try and recover previous losses.
The survey also highlighted how gambling can disrupt daily life. Among those who are active online gamblers, 70% found it “very easy” to deposit money into their accounts, while 57% reported a similar experience regarding withdrawals. However, nearly 20% of those who chose to close their accounts described the closure process as difficult.
Interestingly, two-thirds of online gamblers placed at least one bet each week, in contrast to 48% of those who gambled in person. About 20% of the respondents admitted that their most recent gambling session interrupted other activities. Work commitments were most frequently postponed due to online gambling, while family time interruptions were more common with in-person gambling.
Despite the negative implications of gambling, very few respondents indicated they started gambling due to peer influence.
Among those trying to reduce their gambling, a quarter of respondents reported attempting to cut down. Nevertheless, a third of this group acknowledged that their gambling levels remained the same or had increased compared to the previous year. The most prevalent strategy for reducing gambling, cited by 48% of online participants and 63% of those focusing on in-person gambling, was willpower, although fewer than 10% utilized self-exclusion as an option.
Additional research referenced by the ESRI estimates that approximately one in 30 adults in Ireland struggles with problem gambling, while one in five displays some signs of gambling-related issues.
The report urges further examination of how customers can opt in or out of notifications and whether the withdrawal and account closure processes are as convenient as deposits and registrations. These findings pose essential questions for the Gambling Regulatory Authority of Ireland (GRAI) as it rolls out the 2024 Act, which intends to integrate stringent marketing regulations, operator communications controls, consumer protections, and a centralized self-exclusion system.
The legislation, still pending full enactment, is set to impose some of the most severe penalties in the European Union concerning underage gambling activities. The GRAI, founded last year, aims to guide the implementation of the new law.
Earlier this year, the GRAI launched a nationwide initiative to equip parents and guardians with the tools to identify and address underage gambling, following a study from the ESRI. This research revealed that minors who engage in gambling are twice as likely to encounter gambling-related problems in adulthood. The study reported that 64% of surveyed adults gambled before reaching the age of 18, linking early gambling to an 83% to 87% increased likelihood of developing gambling issues later in life. Furthermore, individuals with parents who gamble were found to be 80% more likely to experience gambling-related problems themselves.
