I read recently a news article claiming that around 30% of lottery sales were online. That number is wrong when you consider the FY2022/23 Annual Report from The Lott:
The Lottery Corporation’s digital reach
The Lottery Corporation continues to successfully grow its digital presence through the release of regular website and app enhancements, data-led personalisation, and dedicated marketing focus to maximise visibility and traffic. Our business adjusted for the return of pre-COVID purchasing behaviours which, as expected, had a greater impact on our Keno business than our Lotteries business (being more closely associated with in-venue play in pubs and clubs which were closed during COVID). Our digital channel is a growing and significant part of our business, accounting for 38.4% of Lotteries turnover and 13.9% of Keno turnover in FY23.
Their half year results released in February this year saw this grow.
1H24 also saw digital share growth resume (up 120bps to 39.6%) following a period of consolidation of COVID era gains.
It stands to reason that the number will be higher in the soon to be released FY2023/24 Annual Report.