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Half of U.S. Adults Say They Are Likely to Visit a Casino in the Next Year
Friday, July 07, 2006
ROCHESTER, New York -- As casinos continue to invest money into their facilities, a new survey shows that in the past 12 months, over half (59%) of U.S. adults say they have not visited a casino, while
The resorts of Las Vegas Strip offer much more than gambling. half (51%) say they are not at all likely to visit a casino in the next 12 months. Perhaps this is because people say they look for an entertainment experience, and not just gambling. Among those who say they are at least somewhat likely to visit a casino in the next 12 months (49%), three-quarters of them are planning on going to their restaurants, 40 percent are planning on attending an entertainment activity/show and 35 percent are planning on shopping, compared to 69 percent who are planning to play slot machines (including video poker), 27 percent who are planning to play table games and 13 percent who are planning to participate in other gaming activities.
The resorts of Las Vegas Strip offer much more than gambling. half (51%) say they are not at all likely to visit a casino in the next 12 months. Perhaps this is because people say they look for an entertainment experience, and not just gambling. Among those who say they are at least somewhat likely to visit a casino in the next 12 months (49%), three-quarters of them are planning on going to their restaurants, 40 percent are planning on attending an entertainment activity/show and 35 percent are planning on shopping, compared to 69 percent who are planning to play slot machines (including video poker), 27 percent who are planning to play table games and 13 percent who are planning to participate in other gaming activities.
Further evidence that people are looking more for an entertainment experience is found in the low level of participation in Loyalty/Players Club card programs. While four in 10 (41%) adults have been to a casino in the past 12 months, only one in four (24%) adults participates in Loyalty/Players Club Card program.
These are the results of a nationwide Harris Poll of 1,172 U.S. adults surveyed online by Harris Interactive® between June 7 and 13, 2006.
Many will go the distance to visit casinos
Of U.S. adults who have visited a casino in the past 12 months, 42 percent made only one trip, while almost half (47%) have made two or more trips in the last 12 months. Developers of new casinos may bear in mind that people are also willing to travel to these destinations. Among those who have visited a casino in the past year, over half (54%) have traveled 100 miles or more to get there, while less than one-quarter (22%) of casino visitors have traveled less that 25 miles and 23 percent traveled between 25 and 99 miles.
"Casino/Resorts have found a way to enrich the value of experiences they offer visitors, and in the process they are capturing a larger 'share of wallet' of entertainment spend," according to Jim Quilty, Vice President of Travel and Tourism Research at Harris Interactive.
Some other findings include:
* Those in the West are the most likely to have visited a casino in the
past 12 months (52%) and over half (55%) are likely to visit a casino in
the next 12 months. Perhaps this indicates the draw of Las Vegas!
Southerners are the least likely to say they have visited a casino in
the past 12 months (31%), while 36 percent of adults in the East, and 47
percent of adults in the Midwest have visited a casino in the past 12
months.
* Among those who have visited a casino in the past 12 months, Southerners
travel the farthest -- slightly over two-thirds (68%) traveled over 100
miles when they visited a casino, while over half of Easterners and
those who live in the West (58% and 57%, respectively) traveled over 100
miles. The Midwesterners have it easy -- among those who have gone to a
casino in the past 12 months, only one-third (34%) had to travel over
100 miles while 39 percent traveled under 25 miles.
* Among those who have visited a casino in the past 12 months, Generation
Xers (ages 30-41) are the gamblers. Only four percent of them had
visited a casino and not gambled, as compared to 14 percent of the other
generations who had visited a casino. On the other side, 10 percent of
Gen Xers and Baby Boomers (ages 42-60) said they had gambled 10 times or
more as compared to eight percent of Matures (ages 65 and over) who said
that and compared to only four percent of Echo Boomers (ages 18-29) who
had visited a casino in the past 12 months..
TABLE 1
PAST CASINO VISITS
"How many times in the past 12 months have you visited a casino/resort?"
Base: All U.S. adults
Total Region
East Midwest South West
% % % % %
0 59 64 53 69 48
1 17 13 18 13 27
2 9 9 8 10 7
3 5 4 5 4 7
4 2 1 5 1 2
5 1 2 * 1 3
6 3 5 5 1 4
7 * - 1 - *
8 * 1 - * -
9 - - - - -
10 1 1 1 * 1
More than 10 1 1 3 1 1
* Less than 0.5 percent.
TABLE 2
PAST GAMBLING IN A CASINO
"How many times in the past 12 months have you gambled in a casino/resort?"
Base: Visited casino/resort in past 12 months
Total Generation
Echo Baby
Boomers Gen X Boomers Matures
% % % % %
0 12 14 4 14 14
1 42 38 52 42 34
2 15 20 15 13 13
3 8 9 14 6 3
4 3 3 4 1 7
5 4 5 - 4 6
6 8 4 1 11 13
7 1 2 - * -
8 * - 1 1 *
9 - - - - -
10 2 - 7 2 1
More than 10 6 4 3 8 7
Note: Percentages may not add up exactly to 100 percent due to rounding.
TABLE 3
DISTANCE TRAVELED TO CASINO
"How far did you travel when you visited the casino/resort?"
Base: Visited casino/resort in past 12 months
Total Region
East Midwest South West
% % % % %
Less than 25 miles 22 6 39 22 18
25 - 49 miles 12 12 14 3 17
50 - 99 miles 11 23 11 6 8
100 miles or more 54 58 34 68 57
Don't know 1 1 2 1 *TABLE 4
FUTURE CASINO VISITS
"How likely are you to visit a casino or resort in the next 12 months?"Base: All adults
June 2006
%
Extremely Likely 9
Very Likely 8
Likely 9
Somewhat Likely 24
Not at all Likely 51TABLE 5
LOYALTY/PLAYERS CLUB MEMBERSHIPS
"How many loyalty/Players Club Card programs are you currently a member
of for any casino/resort?"Base: All adults
June 2006
%
1 11
2 5
More than 2 9
Not a member of any Loyalty/Players Club Card Program 76
TABLE 6
ACTIVITIES WHILE AT CASINO
"On your next visit to a casino/resort, which experiences do you plan to
participate in?"Base: At least somewhat likely to visit a casino/resort in next 12 monthsDefinitely, yes Maybe Definitely, no
% % %
Dining 75 18 6
Slot machines, including
video poker 69 23 8
Entertainment/Shows 40 40 20
Shopping 35 36 29
Table games, such as
Blackjack or Roulette 27 32 41
Swimming pool 23 36 41
Other games (Keno, Bingo,
Race Book, Sport Book) 13 31 56
Health club 11 33 56
Convention/Business event 10 14 76
Spa services 8 38 53
Golf 8 17 75Note: Multiple response question.