YouGov Behavioral: Digital Gamblers - Demographics, Psychographic & Behavioral Insights

YouGov Behavioral - Digital Gamblers (October 2025)

This report analyzes the Digital Gamblers segment, identified using YouGov Behavioral: Banking & Transaction data. Leveraging YouGov's connected dataset, it explores key demographic, psychographic, viewership, and Amazon Shopping insights.

Key Findings Include:

• DEMOGRAPHICS | Over-indexes: Male (+10.6%) | 18-34 (+27.5%) | Single (+12.7%) | Neither a parent or guardian (+14.0%) | LGBTQIA+ (4.7%) | Working Full Time (+10.6%) | Lower (+6.9%) or Middle (+3.1%) Income bracket.
• VIEWERSHIP | They favor sports & competition (especially combat sports, NFL), high-stakes thrillers/true crime and irreverent/stand-up comedy.
• MENTAL HEALTH | The online gambling segment over-indexes for a variety of mental health conditions – most notably Anxiety Disorder, Bipolar Disorder, Depression and PTSD.
• NEURODIVERGENCE | 20.6% of the Digital Gambling segment has been diagnosed with ADHD (+8.9% more than Nat Rep).
• BANKING | The segment is more likely to financially engage with non-traditional, high-cost credit and speculative assets, while also demonstrating value-conscious purchasing at discount retailers.
• SOCIAL LIFE & WORLDVIEW | This segment is more likely to be socially anxious but extroverted, hold a cynical and unconventional worldview, and express desire for a grand, impersonal legacy.