New research has found a decline in the number of Australians who are gambling, but an explosion in sports betting.

The study, conducted by researchers at New South Wales' Southern Cross University, found 64 per cent of adults gambled in the past year, compared with a much higher figure of 82 per cent back in 1999.

But Southern Cross University researcher Dr Sally Gainsbury says sports betting has doubled in popularity, with the take growing by 15 per cent in just five years.

Dr Gainsbury says online gambling is attracting new customers.

"Fifty-two per cent of people who gamble online actually prefer that mode, compared to land-based gamblers," she said.

"It's that accessibility and convenience that's really driving them to use the mode. And some people actually prefer it and don't like the land-based venues, so we're seeing a new subset of Australians who are engaging in this gambling activity."

Worryingly, the experts confirm younger people are parting with their cash more often.

'Nathan' is only in his mid twenties, but his sports gambling addiction has already cost him greatly.

"I've lost over probably $1.5 million, and in terms of how much I've gambled, it's probably been over $3 million or $4 million - that's including winnings and losings - in the space of four years," he said.

He says he had the job and the assets at first to support his betting, but when the losses began to mount that all changed.

"I probably aged maybe eight years or nine years from what I am now," he said.

"It's an emotional challenge, especially stopping. It's put a strain on my relationship with my wife - thank god she's understanding - and my family and my friends."

Nathan's story is typical of the new breed of problem gamblers.

Dr Gainsbury says the online gambler is usually male.

"Interactive gamblers tend to be male, they tend to be younger, they're from a higher education, so they're more likely to have university degrees, they certainly have access to the internet at their work or at their home, and they might come from a higher socio-economic bracket," she said.

She says the rise in sports betting is partly due to advertising.

"This is largely attributed to the growth in online betting, which has definitely been fuelled by the advertising we've seen in relation to sports betting," she said.

Dr Gainsbury says the social effects are only just becoming apparent.

"There is evidence that there are higher problem gambling rates among people who gamble online and these internet gamblers are more likely to gamble in a greater number of activities sand also more frequently engage in gambling," she said.

"You can gamble form home, privately, without anyone knowing that you're doing it."

Simulated gaming

Sorry, this video has expired Social media, smart phones creating new generation of gamblers ( Virginia Trioli )

Dr Gainsbury says there is also an emerging threat from simulated gaming, pushed through social media like Twitter and Facebook.

"The concern is particularly for children, that again it's normalising gambling, they're enjoying it, and because it's not regulated as a gambling game, the pay-out rates aren't randomly determined," she said.

She says there is a good chance children will transfer the simulated gaming experience to the real thing, with devastating consequences.

Professor Jeffrey Derevensky from Canada's McGill University agrees.

He says online games like pokies, roulette and poker are becoming increasingly popular among adolescents.

"Gambling has become very normalised. We see it everywhere. We see pokie parlours, we go to clubs, we can see it in purchasing a lottery ticket," he said.

"Because it's so easily accessible, parents and educators are not educating children about the warning signs of when something that starts off as fun can become problematic.

"We would be much more likely to do that with drugs or alcohol."

Professor Derevensky says international researchers are concerned about simulated gaming sites being purchased by gambling companies.

"Big companies like Caesars International or IGT are buying these companies, not just because it's a fun type of game that children can learn, but also so that they can migrate over," he said.

Tonight's Four Corners will investigate how children are being exposed to gambling through the integration of betting into TV sports coverage.