Google Search Interest versus Self-Report Surveys: Examining Predictors of Gambling Expenditure in Australia

Gambling is a major public policy issue in Australia, with Australians losing more money per capita on gambling than any other country. Given growing concerns over gambling expenditure, understanding how to predict consumer spending on gambling is crucial. This study compares the predictive power of Google search interest and self-reported data in estimating gambling expenditure. Analysing data from a range of secondary sources, we assess gambling behaviour across type (sports betting) and brands ( BetEasy , Ladbrokes , Sportsbet ) at the national and state level. Our findings indicate that Google search interest is a reliable predictor of gambling expenditure, providing real-time insights that align with actual spending patterns. In contrast, self-reported data show greater variability. Google search interest offers a stable, objective and cost-effective alternative to self-report surveys, enabling real-time monitoring of consumer behaviour and long-term trend analysis. These findings highlight its value for researchers and policymakers in understanding gambling behaviour to monitor the effectiveness of regulatory and harm reduction strategies.