Mintel Bingo Report Published
14th July, 2009
Market research company Mintel has produced a report into the bingo industry. The report discusses factors which may have affected the industry including the smoking ban, the credit crunch and other pressures affecting the industry.
The research highlights macro economic factors, legislative decisions, market size and supply factors within the industry whilst commenting on the changing consumer.
Research from agencies such as Mintel sheds some light on how the industry can improve the market.
The main questions the study asked were:
“Has a combination of legislative changes and economic forces cut the legs from under the market?
Will demand and club numbers fall in the next 12months?
Could careful targeting and a new approach to marketing see renewed growth once the worst of the recession is over?
Will demand once again come back into the market and will this create conditions conducive to expanding the customer base?
Will the growth of online bingo pose a serious threat to expanding the core market and undermine the number of club players?
For the major players with both online and offline capabilities, will the effects be minimised (but not eliminated)?”
The report says what we already know about the changing consumers that play bingo. Traditionally, it was a female working class pastime however it’s changing to consumers that are younger and in professional jobs.
Bingo is still a niche with 3-4 million players however it’s forever changing and adapting to suit players and the way they behave in online bingo rooms.
By Faye
