Fewer U.S. Adults Say They Gamble

Americans are significantly less likely to report gambling than they were a decade ago, with 45% saying they participated in some form of gambling during the past year, down from 64% in 2016. State lottery participation fell to 31%, while in-person casino gambling dropped to 14%; however, participation varies by demographic, with gambling more common among upper-income adults (54%), men (49%) and adults 50 and older (50%). Gallup notes that online survey responses produce somewhat higher participation rates, suggesting some people may be reluctant to disclose gambling behavior in phone interviews.

The decline in participation doesn't necessarily mean the gambling industry is shrinking, as Gallup points out that industry revenue can grow even with a smaller pool of more frequent gamblers. Sellers working in markets where gambling is legal can consider casinos, state lottery promotions, entertainment venues, restaurants and hospitality businesses, while keeping in mind the demographic differences and changing attitudes that could influence how these businesses position their marketing.