Smart Data Insights into Online Gambling: A Geodemographic Analysis of Behavioural Clusters in Great Britain

Online gambling is a rapidly growing pastime, offering convenience and entertainment. However, concerns persist regarding its potential harms and how individuals engage with online platforms. This thesis contends that survey-based investigations often yield incomplete representations of gambling behaviours, hindered by self-report biases and small sample sizes. To address this, a data-intensive analysis of ~1.2 million online accounts from a major British operator characterises gambling behaviours in Great Britain throughout 2022. Using clustering techniques, the study identifies 12 distinct behavioural typologies. Findings underscore the value of Smart Data in shaping policy, informing interventions and advancing research on gambling’s societal impact.