UK Gambling Habits: Players Over 50 Spend Less and Are More Brand Loyal Than Younger Gamblers

New analysis by the Department of Trust (DoT) of 53,963 UK gamblers’ bank transactions in Q4 2024 reveals distinct differences between players aged over 50 and those under 50 (U50):

Key Findings:

Demographics & Spend:

Over-50s make up just 9.5% (5,139) of the sample, while U50s represent 90.5% (48,824).

Despite earning more (£37,380 vs. £32,780 average salary), over-50s spend less gambling on average.

Average monthly net spend per user: £5 (over-50s) vs. £7 (U50s).

Over-50s deposited 7.6% less overall than younger players.

Deposit and Withdrawal Behavior:

U50s deposited £3.23 million (91.1% of total deposits) vs. £314,000 (8.9%) by over-50s.

Older players withdrew 73.4% of deposits, slightly higher than the 69.8% withdrawal rate for younger players.

Brand Loyalty and Operator Preferences:

Over-50s display greater loyalty, playing with an average of 1.25 operators compared to 1.32 for U50s.

Older players engaged with 132 UK gambling brands overall, while younger players used 203.

Top brands among over-50s include Tombola (16.4%), Betfred (13.5%), 32Red, Buzz Bingo, and Jackpotjoy.

U50s favored Monopoly Casino, Bet365, Paddy Power, Unibet, and Betfair.

Spending Concentration:

Top 20 operators accounted for 66.1% of total player losses (£760,019), showing concentration among popular brands.

Insights from DoT Founder Charles Cohen:

Older players tend to prefer stability and trust in their gambling choices, showing less inclination to “shop around” compared to younger players.

Younger gamblers value variety and choice, often engaging with more platforms.

This suggests operators might consider tailoring marketing strategies differently by age group—focusing on trust and consistency for older players and variety for younger ones.