Hotel Online  Special Report


 Survey: Half of U.S. Adults Say They Are Unlikely
to Visit a Casino in the Next Year
ROCHESTER, N.Y., July 6, 2006 - As casinos continue to invest money into their facilities, a new survey shows that in the past 12 months, over half (59%) of U.S. adults say they have not visited a casino, while half (51%) say they are not at all likely to visit a casino in the next 12 months. Perhaps this is because people say they look for an entertainment experience, and not just gambling. Among those who say they are at least somewhat likely to visit a casino in the next 12 months (49%), three-quarters of them are planning on going to their restaurants, 40 percent are planning on attending an entertainment activity/show and 35 percent are planning on shopping, compared to 69 percent who are planning to play slot machines (including video poker), 27 percent who are planning to play table games and 13 percent who are planning to participate in other gaming activities.
Further evidence that people are looking more for an entertainment experience is found in the low level of participation in Loyalty/Players Club card programs. While four in 10 (41%) adults have been to a casino in the past 12 months, only one in four (24%) adults participates in Loyalty/Players Club Card program.
These are the results of a nationwide Harris Poll of 1,172 U.S. adults surveyed online by Harris Interactive(R) between June 7 and 13, 2006.
Many will go the distance to visit casinos
Of U.S. adults who have visited a casino in the past 12 months, 42 percent made only one trip, while almost half (47%) have made two or more trips in the last 12 months. Developers of new casinos may bear in mind that people are also willing to travel to these destinations. Among those who have visited a casino in the past year, over half (54%) have traveled 100 miles or more to get there, while less than one-quarter (22%) of casino visitors have traveled less that 25 miles and 23 percent traveled between 25 and 99 miles.
"Casino/Resorts have found a way to enrich the value of experiences they offer visitors, and in the process they are capturing a larger 'share of wallet' of entertainment spend," according to Jim Quilty, Vice President of Travel and Tourism Research at Harris Interactive.
Some other findings include:
  • Those in the West are the most likely to have visited a casino in the past 12 months (52%) and over half (55%) are likely to visit a casino in the next 12 months. Perhaps this indicates the draw of Las Vegas! Southerners are the least likely to say they have visited a casino in the past 12 months (31%), while 36 percent of adults in the East, and 47 percent of adults in the Midwest have visited a casino in the past 12 months.
  • Among those who have visited a casino in the past 12 months, Southerners travel the farthest -- slightly over two-thirds (68%) traveled over 100 miles when they visited a casino, while over half of Easterners and those who live in the West (58% and 57%, respectively) traveled over 100 miles. The Midwesterners have it easy -- among those who have gone to a casino in the past 12 months, only one-third (34%) had to travel over 100 miles while 39 percent traveled under 25 miles.
  • Among those who have visited a casino in the past 12 months, Generation Xers (ages 30-41) are the gamblers. Only four percent of them had visited a casino and not gambled, as compared to 14 percent of the other generations who had visited a casino. On the other side, 10 percent of Gen Xers and Baby Boomers (ages 42-60) said they had gambled 10 times or more as compared to eight percent of Matures (ages 65 and over) who said that and compared to only four percent of Echo Boomers (ages 18-29) who had visited a casino in the past 12 months..


This Harris Poll was conducted online within the United States between June 7 and 13, 2006 among 1,172 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.
All surveys are subject to several sources of error. These include: sampling error (because only a sample of a population is interviewed);
measurement error due to question wording and/or question order, deliberately or unintentionally inaccurate responses, nonresponse (including refusals), interviewer effects (when live interviewers are used) and weighting.
With one exception (sampling error) the magnitude of the errors that result cannot be estimated. There is, therefore, no way to calculate a
finite "margin of error" for any survey and the use of these words should be avoided.
With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not
other sources of error) is not greater than some number. With a pure probability sample of 1,172 adults one could say with a 95 percent
probability that the overall results have a sampling error of +/- 2 percentage points. However that does not take other sources of error into
account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.
These statements conform to the principles of disclosure of the National Council on Public Polls.
Q915, 920, 922, 930, 936

The Harris Poll(R) #53, July 6, 2006

By Regina Corso, Research Director, Public Affairs and Policy Research, Harris Interactive(R)
About Harris Interactive
Harris Interactive is the 13th largest and fastest-growing market research firm in the world. The company provides research-driven insights
and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what could conceivably be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at


Jennifer Cummings
Harris Interactive

Also See: Survey Sheds Light on the 50 million Americans Who Visited a Casino Last Year / Player Characteristics and Demographics Revealed in New National Survey / July 2002
Profile of the American Casino Gambler: Harrah's Survey 2004 / October 2004


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