The gambling industry in Canada is as huge as it is in the United States, with six out of ten Canadians having placed a wager at some point in their lives. The popularity of gambling has always, and will always be, influenced by a set of socio-economic factors. The statistics of gamblers can be further divided according to gender, with women being found to have a slightly lower chance of trying their luck. The industry is a multi-faceted and diverse one that does not discriminate according to race, creed, or wealth.
The Canadian Government has previously made use of the term “visible minorities” which is used to describe those who are non-Caucasian or white. After being found to be discriminatory, people belonging to this group are now called “of colour.” 25, 1% of the Canadian population is South Asian, 20, 5% is Chinese, 15, 6% is Black, 10, 2% is Filipino and 5, 8% is South American. Although it might not seem like the success of the gambling industry is dependent on population statistics, one could argue that the socially accepted version of the truth can be found by taking a closer look at the numbers.
It is a common misconception that the black or coloured demographic in Canada makes up a minority share of the population. Similarly, the term “black” has been misunderstood to only mean people of Afro-American origin whereas in Canada, the term “people of colour” refers to a broad range of different ethnicities. According to a Census taken in 2016, more than one-fifth of Canadians are people of colour with the majority of the coloured population being between the ages of 15 and 34. Interestingly enough, more than half of the coloured demographic is female.
It is not without warrant that research has been done on the groups that are supposedly responsible for the success of the industry in any given country. Market researchers make a living finding the facts and finding ways to market and pitch ideas to different target groups on premium casino sites.
When it comes to gambling, the target audience is usually those who lead stressful work lives and are looking for a way to unwind. It also stands to reason that the target group should be middle-class or above to indulge in a pastime that results in disposable income being wagered. Whether or not black people or people of colour gamble more is up for debate but the fact remains that more than half this demographic is educated with 68,6% of people of colour holding either a postsecondary certificate or degree. People of colour also represent a higher share of University graduates.
People with degrees are likely to achieve greater financial success once they have found jobs within their related fields. Holding a degree and accruing experience leads to greater job security which would make it easier for these people to wager money as opposed to those who are living hand-to-mouth.
The Gambling Industry
As previously stated, the jury is out on whether or not there are more black people or people of colour contributing to the gambling industry in Canada. Taking the numbers into consideration, it is clear that this particular demographic is firstly bigger than most would initially assume, and secondly have a higher percentage of educated individuals that are contributing to society and making decent enough money to enjoy online casino gambling in Canada without much reservation.
The percentage of people of colour within the Canadian workforce is slowly increasing. The census taken in 2016 depicted that 22% of the workforce comes from this group and the expected trajectory for the growth of black people in the workplace shows that people of colour would be occupying over a third of jobs by the year 2036. Women of colour, on the other hand, hold a small percentage of management positions within the working world and as such could be why fewer women spend their time, and money, on gambling.
With regards to marketing, online gambling site operators might not be intentionally vying for the attention of this group but are attracting them as a result of market research that shows that college graduates, who work stable jobs and enjoy competitive online games within reason, are best suited regardless of their ethnicity.