As major life events are being delayed, repeated or reordered, life stages are no longer the predictable concept they once were. The notion of a clear, predictable path through traditional life stages is being eroded. This creates new commercial uncertainties as well as opportunities for consumer-facing brands.
In western markets, people are getting married and having children later in life, and millennials are more prone to frequently switching employers and career tracks.
To understand life stage implications for the lottery and gambling (gaming and sports betting) industries, IGT’s trendspotting partner, Foresight Factory, analyzed data from 23 markets worldwide. Their analysis revealed that gambling and lottery participation is more frequent amongst males with children and individuals who are self-employed.
In the USA, 57 percent of males with children play lottery monthly, versus the national average of 35 percent. And in Russia, where only 19 percent of the general population plays lottery at least once per month, monthly play rises to 34 percent among the self-employed. Meanwhile in Canada, Ireland, and the Nordic region, frequency of lottery play increases with age.
With this in mind, lotteries might consider focusing lottery messaging and designing play to accord with life events, rather than merely age. However, life events are becoming less predictable as consumers are having their first children later in life, and many are having second families. Targeting men with children isn’t straightforward, but it may be more fruitful than broadly catering to young men. Further, games could be designed to appeal to the self-employed and people in the “gig economy” – working independently in short-term engagements – rather than focusing on just millennials. The advantage in abandoning age stereotypes could be a more direct connection to the consumer in his or her day-to-day experience of life, linking the thrill of playing more closely to the player’s reality.
Although there are still those who prefer to follow the established path of education, career-building, marriage and family, this is becoming less common. There is a clear shift toward less rigidly structured and less predictable life trajectories for today’s consumers.
Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August