Department of Trust Data Highlights Potential Missed Opportunities Among Higher-Earning Female Gamblers in the UK

New anonymized banking data from the Department of Trust analyzed transactions from a representative sample of 270,702 UK gamblers during Q4 2024, covering over 7.4 million deposits and nearly one million withdrawals. The findings reveal key gender differences and similarities in gambling behavior and income.

Key Insights:

Participation and Activity: Males accounted for 68% of gambling activity, while females represented 32%. Male gamblers made 69.4% of deposits and 68% of withdrawals.

Deposit Behavior: On average, males deposited £24.37 per month over 9.42 transactions, compared to females who deposited £16.69 monthly across 8.83 transactions.

Withdrawal Behavior: Males withdrew an average of £116.95 monthly (1.3 withdrawals), while females withdrew £91.42 once per month.

Net Spend: Average monthly net spend was £77.55 for males and £55.04 for females.

Brand Loyalty: Both genders engaged with a similar number of gambling sites—males used 2.1 operators on average, females 1.94.

Income Gap: Male gamblers earned on average 31% more (£38,000 vs. £28,900 for females), despite exhibiting broadly similar gambling behaviors.

Interpretation:

Charles Cohen, founder of the Department of Trust, suggests this income disparity signals a potential missed opportunity for UK gambling operators: higher-earning women may represent an under-targeted, valuable demographic. Despite similar spending patterns and operator engagement, female gamblers earn less on average, indicating that marketing and product appeal may not fully resonate with higher-income women.

“What’s interesting is that women don’t behave dramatically differently from men in gambling,” Cohen noted. “The main differences are in participation and income, not in frequency or spend per transaction.”