Google Trends data reveals that the UK’s interest in the lottery has recently spiked, with searches for the lottery increasing by 1,329% in the last 90 days and by 2,400% in the last 30 days alone.
With this in mind, iGaming comparison site, Best New Bingo Sites analysed the average monthly searches for 198 Google search terms related to the lottery including ‘national lottery results’, ‘Euromillions results checker’ and ‘Thunderball numbers’ across 73 UK towns and cities.
These figures were then measured against the population size of each town and city to uncover which of them are most interested in the lottery.
The study found that Walsall was the most lottery-obsessed area in the UK by far. The West Midlands town had 96,514 monthly searches for lottery-related terms per 100,000 residents, which is 152% higher than the number of lottery-related searches by the second city in the rankings.
Wrexham has the second-highest number of searches for terms related to the lottery in the UK. The Welsh city averages 63,639 monthly searches per 100,000 residents.
Coming in third place is Liverpool,which has 58,268 monthly Google searches for the lottery and related search terms for every 100,000 people living in the city.
Wigan ranks fourth. The town averages 53,924 monthly searches for the lottery per 100,000 residents. Mansfield ranks fifth, with an average of 53,147 monthly searches per 100,000 residents dedicated to the lottery.
| Ranking | UK Town or City | Average monthly searches for lottery terms per 100,000 residents (past 12 months) |
| 1. | Walsall | 96,514 |
| 2. | Wrexham | 63,639 |
| 3. | Liverpool | 58,268 |
| 4. | Wigan | 53,924 |
| 5. | Mansfield | 53,147 |
| 6. | Newcastle upon Tyne | 44,269 |
| 7. | Inverness | 42,998 |
| 8. | Glasgow | 41,458 |
| 9. | Hereford | 40,626 |
| 10. | Sunderland | 39,230 |
Newcastle is in sixth place with around 44,269 Google searches for terms related to the lottery each month. Inverness ranks seventh with 42,998 Google searches on average per 100,000 people.
Another Scottish city, Glasgow, ranks eighth with 41,458 monthly searches per 100,000 residents. Hereford ranks ninth. The cathedral city records approximately 40,626 searches per 100,000 residents each month.
Sunderland rounds out the top ten with 39,230 monthly searches per 100,000 residents for lottery related search terms.
The full data table is below:
| Ranking | UK town/city | Average monthly searches for lottery terms per 100,000 residents (past 12 months) |
| 1. | Walsall | 96,514 |
| 2. | Wrexham | 63,639 |
| 3. | Liverpool | 58,268 |
| 4. | Wigan | 53,924 |
| 5. | Mansfield | 53,147 |
| 6. | Newcastle upon Tyne | 44,269 |
| 7. | Inverness | 42,998 |
| 8. | Glasgow | 41,458 |
| 9. | Hereford | 40,626 |
| 10. | Sunderland | 39,230 |
| 11. | Birkenhead | 38,435 |
| 12. | Kingston upon Hull | 38,293 |
| 13. | Blackpool | 36,760 |
| 14. | Lincoln | 35,307 |
| 15. | Chester | 34,359 |
| 16. | Preston | 33,794 |
| 17. | Norwich | 33,208 |
| 18. | Swansea | 30,267 |
| 19. | Dundee | 30,119 |
| 20. | Blackburn | 29,437 |
| 21. | Wolverhampton | 28,668 |
| 22. | Birmingham | 28,567 |
| 23. | Burnley | 28,382 |
| 24. | Belfast | 28,012 |
| 25. | Sheffield | 27,685 |
| 26. | Manchester | 27,173 |
| 27. | Edinburgh | 26,778 |
| 28. | Derry | 25,770 |
| 29. | York | 25,518 |
| 30. | Worcester | 25,094 |
| 31. | Aberdeen | 24,866 |
| 32. | Salford | 24,741 |
| 33. | Stoke-on-Trent | 24,449 |
| 34. | Bristol | 24,012 |
| 35. | Leeds | 23,559 |
| 36. | Coventry | 23,025 |
| 37. | Portsmouth | 22,944 |
| 38. | Plymouth | 22,513 |
| 39. | Peterborough | 22,329 |
| 40. | Leicester | 21,603 |
| 41. | Bath | 21,514 |
| 42. | Carlisle | 21,491 |
| 43. | Ipswich | 20,959 |
| 44. | Newport | 20,070 |
| 45. | Doncaster | 19,621 |
| 46. | Nottingham | 19,263 |
| 47. | Swindon | 18,583 |
| 48. | Derby | 17,923 |
| 49. | Southend-on-Sea | 17,890 |
| 50. | Northampton | 17,794 |
| 51. | Gloucester | 17,404 |
| 52. | Exeter | 17,297 |
| 53. | Reading | 17,257 |
| 54. | Cardiff | 16,229 |
| 55. | Bradford | 15,485 |
| 56. | Dudley | 13,654 |
| 57. | London | 13,581 |
| 58. | Crawley | 13,343 |
| 59. | Colchester | 12,264 |
| 60. | Milton Keynes | 11,348 |
| 61. | Cambridge | 11,306 |
| 62. | Wakefield | 11,052 |
| 63. | Chelmsford | 10,925 |
| 64. | Southampton | 10,916 |
| 65. | Lancaster | 10,820 |
| 66. | Luton | 10,440 |
| 67. | Sutton | 10,419 |
| 68. | Brighton | 9,758 |
| 69. | Oxford | 9,270 |
| 70. | Croydon | 9,105 |
| 71. | Canterbury | 6,376 |
| 72. | St Albans | 6,308 |
| 73. | Winchester | 6,123 |
Sue Dawson, Head of Content at Best New Bingo Sites, commented on the findings:
“This increased interest in the lottery may be in part attributed to rising living costs, which are causing more and more people to turn to the lottery in hopes of striking it big.
“For most, the lottery remains a bit of weekly fun, however, it is important to be mindful of the extremely low odds of winning, which is around 1 in 45 million for the Lotto jackpot and 1 in 140 million for the Euromillions jackpot. If you think you or someone you know has a problem with playing the lottery, you can always seek help and support through Gamcare.org.uk.”
