On any given weekend, a grandmother might be scratching off lottery tickets at the corner store, a group of friends could be gathered around a blackjack table in Vegas, and a young professional might be scrolling through a sports betting app before the big game. In today’s digital-first world, gambling behaviors in America are no longer reserved for casinos or glitzy trips to destination hotspots. It’s become woven into everyday life.

In 2024 alone, Americans spent over $71 billion on gambling and lotteries generated a staggering $113 billion in ticket sales. While lotteries remain a staple, new channels are rapidly emerging. From mobile sportsbooks to online casinos, gambling is reaching younger, more tech-savvy audiences — and reshaping how, when, and why people play.

With more states legalizing online gambling and mobile apps making wagers as easy as a tap, this growth isn’t slowing anytime soon. For most brands and advertisers, the important takeaway isn’t that people are still gambling, it’s the question of who’s gambling, how they’re gambling, and why.

Alliant’s latest research flipbook, Betting on Behavior dives into this very question, uncovering who’s gambling, how much they’re spending, and the psychology that fuels it all.

The Who, What, When, and Why Behind Gambling Behaviors

In order to get that deeper dive into today’s gamblers, the team at AnalyticsIQ conducted a nationwide study — blending demographic insights with cognitive psychology to uncover not just what people are doing, but why they’re doing it.

The result is a data-rich portrait of the modern gambler.

And what we found was clear – gambling is no longer a monolithic behavior. It’s a set of habits, shaped by identity, access, and mindset. From lottery loyalists to high-frequency mobile bettors, each audience segment engages in distinct, measurable ways.

Here’s what the data reveals.

• Younger adults (Millennials and Gen Z) are leading the shift toward digital gambling. They’re far more likely to use apps and online sportsbooks, placing bets frequently, sometimes even daily.
• Older adults (Boomers and Gen X) are more likely to stick with the lottery, favoring habits they’ve built over decades.
• Men are significantly more active on betting apps, while casino and lottery participation is nearly equal between men and women.
• Higher income earners gamble more at casinos and online, but the lottery draws participation from all income brackets equally.

Spending patterns follow suit. In casinos, men and older adults spend the most, averaging over $1,000 annually for some high-income groups. On apps, the average spend is also higher for men, while lottery spending remains relatively modest but widespread.

And what are they playing?

• Slot machines and poker are the most popular casino games.
• Football and basketball lead the way in sports betting.
• DraftKings and FanDuel are the top apps.
• Local casinos still dominate for in-person experiences.

Gambling is no longer a rare activity. It’s woven into sports fandom, digital entertainment, and even daily routines, making it more important than ever for brands and big name entertainment groups to realize the importance of not just the game, but the player.

Ready to Place Your Bet on Better Data?

This blog only scratches the surface. Our Betting on Behavior Research Report dives deeper into the nuances of gambling behaviors — from the platforms people use and the games they play to the psychological traits that influence their decisions.

Whether you’re trying to better understand your current audience or looking to tap into new segments, these insights can help you move beyond assumptions and into real, data-backed strategy.

Because in a space where preferences shift quickly and attention is hard-won, understanding the why behind every play can make all the difference.