DoT data: Average female gamblers’ salary 31% lower than males in UK
This latest Department of Trust data covers anonymised raw bank transactions from a representative sample of 270,702 UK gamblers in Q4 2024. Up to 7,499,564 deposits and 982,464 withdrawals were recorded.
The main differences between male and female gamblers were in participation and income, as the average female gambler’s salary was 31% lower than males. In terms of similarities, the average age was 36 for both groups.
Males deposited and withdrew more than females
Looking at the Department of Trust data, the male to female split for overall activity, including deposits and withdrawals, was 68% to 32%.
Digging deeper, the split between female and male players in terms of deposits was 30.6% to 69.4% during the three-month period. Monthly deposits from males were on average 46% higher than females at £24.37, compared to £16.69.
Males made on average 9.42 deposits within a month, while females deposited into their gambling accounts 8.83 times, according to the Department of Trust data.
On average, males withdrew £116.95 from their gambling accounts per month, compared to £91.42 for females. In terms of number of withdrawals made, females made one withdrawal a month, while males made 1.3.
Average net spend for males was £77.55 per month, while for females this was £55.04.
Brand loyalty by gender
Both demographics used around the same number of gambling products, with males having an average of 2.1 sites on the go, compared to 1.94 for females.
However, when looking at average salary across both genders, male gamblers earned up to 31% more than females. The split was £38,000 to £28,900.
Department of Trust founder Charles Cohen said this could suggest gambling companies are failing to appeal to females with higher disposable incomes, who could be a strong market of valuable customers.
“What’s interesting to me here is that actually, women gamblers don’t behave dramatically differently to men,” Cohen told iGB. “They spend similar amounts, with similar frequency, with a similar number of operators.
“Men do make more withdrawals, but they also make more deposits. The main differences seem to be in participation and income.”
The previous Department of Trust data piece for iGB found up to 25% of UK gamblers will be hit with financial risk checks.