Consumer driven innovations

Global research-based consultancy company Kantar delivered a fascinating presentation on day three of the EL Industry Days 2018, titled “Consumer Driven Innovations to Navigate EL Members towards Sustainable Growth”. Drawing on a large data set, Kantar summarised the results of their impressive survey on lottery behaviours to attendees.

Jana Smejcova, Kantar

 

Millennials, Gen Xers and Boomers

Differences in consumer behaviour in the sector are evident between “Millennials, Gen Xers and Boomers”. According to Kantar’s research, the good news for Lotteries is that Millennials are playing games of chance more regularly than previous generations. When asked if they had played any game of chance in the past year, 69% of survey participants from the Millennial generation answered yes, compared to 65% of Gen Xers and 59% of Boomers. Kantar were also able to extract more detailed information on how Millennials play the lottery and other games of chance. In terms of character, the survey results found that Millennials are generally pragmatic and play games frequently, albeit with a wider repertoire of games. As one would expect, the youngest generation also play increasingly online. This underlined the salience of the EL Industry Days 2018 theme of “Navigating towards Digital Opportunity”.

To play or not to play…

Kantar’s research also touched on pinpointing why large proportions of the general population simply choose not to play. This is undoubtedly a key issue that digital advancement needs to try to address – and indeed a valuable insight for European Lotteries present in Prague. An analysis of survey results reveals that the main reason why non-players choose not to play is that they do not see the prizes as worth playing. Non-player demographics – such as individuals who live rurally, and generally with a lower income, could be an opportunity growth market. Lotteries need to think about how to better engage non-players and improve their perception of chance. Can digital opportunities be leveraged to fill this gap?

Fortune cookies

Kantar then turned to lottery ideas with business potential to keep Millennials engaged. Comparing the example of a fortune cookie to a treasure hunt scenario, Kantar emphasised that Millennials are pragmatic and want to know whether they have won instantly. Investors and lottery providers need to keep in mind Millennial’s personality characteristics when investing in content. Senior Business Partner Jana Smejcova also informed the audience that, according to Kantar’s research, 70% of Europeans would be interesting in also playing for something other than a lump-sum cash prize. Alternative prizes, such as annuity, material items, vouchers, support for a good cause or experiences could also be effective in targeting Millennials. Lastly, Kantar surprised the audience to great applause by informing them that the full data results of Kantar’s research was in every Industry Days’ participant’s goodie bag, in a neat and shiny USB stick. Kantar’s slick demonstration of connecting emotionally was complete!

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Synopsis

Français

Innovations axées sur le consommateur

Kantar, une société internationale de conseil fondé sur la recherche, a fait une présentation fascinante le troisième jour des EL Industry Days 2018, intitulée « Des innovations axées sur les consommateurs pour orienter les membres d’EL vers une croissance durable ». S’appuyant sur un vaste ensemble de données, Kantar a résumé à l’intention des participants les résultats de son impressionnante enquête sur les comportements liés à la loterie. En termes de caractère, les résultats de l’enquête ont révélé que les membres de la génération Y sont généralement pragmatiques et jouent souvent à des jeux, même si leur répertoire de jeux est plus large. Comme on pouvait s’y attendre, la plus jeune génération joue également de plus en plus en ligne. De plus, 70 % des Européens aimerait jouer pour autre chose qu’un prix versé en une seule fois en espèces. Des prix alternatifs tels que des rentes, des cadeaux en nature, des bons d’achat, un soutien apporté à une bonne cause ou des expériences pourraient également être efficaces pour cibler la génération Y. Dans l’ensemble, les recherches de Kantar ont certainement souligné l’importance du thème des EL Industry Days 2018 : « Cap sur les opportunités numériques ».

Español

Innovaciones con el consumidor en mente

La empresa de consultoría e investigación global Kantar realizó una presentación de lo más fascinante durante la tercera jornada de los Industry Days EL 2018 titulada “Innovaciones con el consumidor en mente para lograr un crecimiento sostenible en los miembros de EL”. Sacando provecho de un conjunto de datos de gran envergadura, Kantar resumió los resultados de su impresionante encuesta sobre conducta en cuanto a las loterías. La encuesta puso sobre la mesa el hecho de que los “millenials” son generalmente pragmáticos y juegan a juegos a menudo, aunque el repertorio de estos es más amplio. Como era de esperar, las generaciones más jóvenes también juegan más en línea. Asimismo, el 70 % de los europeos estarían interesados en jugar a algo con vistas a un premio que no fuera únicamente un importe en metálico. Los premios alternativos, como rentas vitalicias, artículos materiales, bonos, ayudas a una buena causa o experiencias podrían ser eficaces con los millenials. En conjunto, la investigación de Kantar claramente subrayó el tema central de los Industry Days EL 2018: “Navegando hacia las oportunidades digitales”.

Deutsch

Kundengesteuerte Innovationen

Das globale Forschungs- und Beratungsunternehmen Kantar hielt am dritten Tag der EL-Branchentage 2018 einen spannenden Vortrag mit dem Titel „Nachhaltiges Wachstum für EL-Mitglieder dank kundengesteuerten Innovationen“. Basierend auf einem riesigen Datensatz fasst Kantar die Ergebnisse seiner beeindruckenden Umfrage zum Lotterieverhalten für das Publikum zusammen. Für Millennials sei es beispielsweise typisch, pragmatisch vorzugehen und häufig zu spielen, wenn auch das Spielrepertoire breiter angelegt ist. Die jüngste Generation spielt zudem wie erwartet immer mehr auch online. Des Weiteren waren 70 % aller Europäer interessiert daran, andere Preise außer Bargeld zu gewinnen. Alternative Preise wie Abonnements, Sachgegenstände, Gutscheine, Spenden oder Erlebnisse können effektive Strategien darstellen, um Millennials zu erreichen. Die Forschungsergebnisse von Kantar machten so die Bedeutung der EL-Branchentage 2018 unter dem Motto „Digitale Gelegenheiten ausschöpfen“ umso deutlicher.

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