The gambling experiences of women have been somewhat hidden amongst nationally representative statistics. We wonder what motivates women to gamble. We will find out how they engage with different products. Furthermore, we will know how gambling fits into their day-to-day lives.

Here, we use some of our core telephone survey data and qualitative consumer research, along with other recent studies, to explore how women gamble and the impact that their own or someone else’s gambling can have on them.

How do women engage with gambling?

Our latest participation data shows that nearly half (42%) of women have gambled in the last four weeks, predominantly on activities such as the National Lottery draws, other lotteries, scratchcards, and bingo. Women aged 35-54 are most likely to gamble (32%), with slightly lower participation amongst younger and older age groups. Lotteries and scratchcards are universally popular. Younger women also gamble privately with their friends and play fruit and slot machines in gaming centers and arcades.

We also know that online gambling, 22Bet, is becoming increasingly popular amongst women of all ages (having increased by 8 percentage points between 2017 and 2021), particularly those over the age of 35. This is partly driven by women switching from playing National Lottery draws in person, to playing them online. However, women are also beginning to engage in online gaming products.

Analyzed Data suggests that women who have online gambling accounts actually tend to play more often, for longer, and spend more than men.

What motivates women to gamble?

Online gambling products are commonly enjoyed by individuals seeking relaxation. There are various motivations driving people to gamble. Many women find enjoyment in gambling. It allows them to socialize and have fun with friends. They participate in activities like casino gambling, bingo, and playing arcade machines. However, gambling carries some risk. For many, that is never too far from consideration.

What do we know about gambling harms experienced by women?

Our latest prevalence data suggests that the problem gambling rate is 0.2% amongst women, with moderate and low-risk rates at 0.9% and 1.4% respectively. The problem gambling and low-risk rates are both lower than their male counterparts. However, in 2021, we have seen the moderate risk rate ‘balance out’, and the rates for men and women have become almost equal. We will be exploring the data further to understand why this might be.

It’s important to note here that there have, for a while, been questions about the suitability of the tools that are being used to accurately measure and identify female problem gamblers. Some have suggested that the statements covered by the PGSI may not be as effective for women as they are for men. This is a really important area that we’re working to better understand.

One way we are trying to unpick this issue is by improving our understanding of the broader harms that are caused by gambling. It will allow us to zoom in on what these experiences are like for women female gamblers are particularly likely to have experienced harm to their mental health, well-being, and finances. Women are also more likely to be experiencing harm as a result of someone else’s gambling rather than their own. It is with their relationships and financial security being affected.

These harms can often be hidden, and yet have serious and long-term impacts. Treatment and support is another area where an understanding of women’s own experiences is vital. GambleAware is currently exploring this in research conducted by IFF Research, the University of Bristol, and GamCare’s Women’s Program. The first phase of that recommended approaches to enable women to access support for gambling harms.