Comparing purchase patterns in online and offline gambling

Online gambling is gaining increasing attention from researchers. The rise of online gambling poses questions for both the gambling sector and for regulators regarding how gamblers behave online and offline and whether the... [ view full abstract ]

Online gambling is gaining increasing attention from researchers. The rise of online gambling poses questions for both the gambling sector and for regulators regarding how gamblers behave online and offline and whether the patterns of behaviour reflect those seen in online and offline buying behaviour. This study investigates the degree of cross-purchasing between online and offline forms of gambling, employing data from a UK survey undertaken by the Gambling Commission. The study finds similarities between cross-purchasing in gambling and those found for grocery buying. Specifically online gamblers are found to be offline gamblers too, both in general and for individual forms of gambling. Although online gambling is less prevalent, it is also associated with higher levels of cross-purchasing than offline / in-person gambling.