Gender and the jackpot: Women, men and the National Lottery

Abstract

This report is based on segmentation analysis undertaken by Simpson Carpenter in 2006. The data, from a UK-representative sample of 4040, is taken from a larger piece of work originally commissioned as part of the third Licence competition. The research reveals subtle differences in the ways that men and women play the National Lottery and their attitudes towards it. While both men and women dream of winning the jackpot, women place less emphasis on the chance of a 'new life' offered by such a win and focus instead on how they would enhance their current lifestyle.

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