Odds On - Understanding the Digital Gambler

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  • Vicki, video is great! Thank you. And i liked the digital gambling review. I usually use william hill casino for my online gambling :P
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  • excellent presentation on the UK online and mobile gambling market, much thanks!
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Odds On - Understanding the Digital Gambler

  1. 1. patrick hourihan<br />uk head of trade research<br />
  2. 2.
  3. 3. strong forecast despite economic uncertainty<br />2005<br />2010<br />2014<br />£2.3bn<br />£1.6bn<br />£670m<br />Source: Mintel<br />
  4. 4. outgrowing the market by a factor of 10<br />internet universe<br />online gambling<br />+4%<br />+41%<br />reachgrowth<br />Source: Comscore 15+ adults<br />
  5. 5. younger, more affluent<br />online<br />offline<br />20%<br />39%<br />under 35<br />52%<br />62%<br />male<br />46%<br />60%<br />ABC1<br />Source: GB TGI 2010 Q2 (January 2009 - December 2009)<br />
  6. 6. online advertising as powerful as WOM<br />Q: What originally motivated you to open an online gambling account?<br />Source: Yahoo! Gambling research, May 2010<br />
  7. 7. a strong search strategy is key<br />77%<br />online search<br />22%<br />friends/<br />relatives<br />21%<br />review <br />sites<br />14%<br />papers<br />14% <br />betting<br /> shop<br /> 13% <br />TV<br />Q: If you wanted to source information about gambling websites right now, where would you go? <br />Source: Yahoo! Gambling research, May 2010<br />
  8. 8. 60% +<br />National Lottery <br />Euromillions<br />47%<br />scratch card <br />30% – 40%<br />instant online games<br />bet in shop<br />fruit machines<br />under 25%<br />private bets with friends<br />played football pools <br />poker tournament<br />bingo (hall)<br />casino <br />at the track <br />18%horse racing <br />12% at the dogs<br />the long tail of offline betting<br />
  9. 9. heart vs head<br />20% <br />19% <br />Q: Which one of the following would you be most likely to bet on at the 2010 World Cup?<br />Source: Yahoo! Gambling research, May 2010<br />
  10. 10. brand trust is critical<br />76%<br />‘I prefer to gamble on sites with a brand I trust’<br />Q:To what extent do you agree or disagree with the following statements?<br />Source: Yahoo! Gambling research, May 2010<br />
  11. 11. 53% <br />agree<br />35% <br />neither agree nor disagree<br />12% <br />disagree<br />Q:To what extent do you agree or disagree with the following statements?<br />Source: Yahoo! Gambling research, May 2010<br />11<br />advertising delivers credibility<br />
  12. 12. the future<br />
  13. 13. 5 of the top 10 PC sites are prominent in mobile<br />Top 10 Online Gambling sites<br />Top 10 Mobile gambling sites<br />1. Ladbrokes<br />1. William Hill<br />2. Betfair<br />2. Bet-at-home.com<br />3. 888.com<br />3. Ladbrokes<br />4. PKR.com<br />4. Betfair<br />5. PartyGaming<br />5. Bet365<br />6. Planet 49 <br />6. Orange World<br />7. Bet365<br />7. Blue Square<br />8. Cashcade<br />8. Sky Bet<br />9. William Hill<br />9. Dream Team FC<br />10. Paddy Power<br />10. Paddy Power<br />Source: Comscore February 2010<br />
  14. 14. 30%<br />likelihood of spending or staking money by using the Internet on your mobile phone in next 6 months<br />Source: Yahoo! Gambling research, May 2010<br />betters expect to move to mobile<br />
  15. 15. current benefit of apps<br />% positive: web + app effect<br />44%<br /><ul><li>functional & entertainment
  16. 16. potential ‘wow’ factor
  17. 17. perceived unique
  18. 18. works offline</li></ul>39%<br />28%<br />29%<br />26%<br />Source: Yahoo! APPetite Mobile Media research, Jan 2010<br />
  19. 19. but websites are still the expectation<br />% accessed<br />Source: Yahoo! APPetite Mobile Media research, Jan 2010<br />
  20. 20. for a repeat presentation or the full copy of the research – contact Patrick Hourihan<br />email – hourihan@yahoo-inc.com<br />twitter – pathourihanlinkedin – patrick hourihan<br />

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