Odds On - Understanding the Digital Gambler
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This document summarizes research on the online gambling industry in the UK. Some key points: - The online gambling market in the UK has grown significantly from £2.3 billion in 2005 to £1.6 billion in 2010 and is projected to reach £670 million by 2014, significantly outgrowing the overall market. - Younger and more affluent users are more likely to gamble online than offline. Search engines are the most common way users find online gambling sites. Brand trust is also very important to users. - The mobile gambling market is growing, with many of the top online gambling sites also among the top mobile sites. Nearly a third of users expect to use their mobile phones to g
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Odds On - Understanding the Digital Gambler
- 1. patrick hourihan uk head of trade research
- 3. strong forecast despite economic uncertainty 2005 2010 2014 £2.3bn £1.6bn £670m Source: Mintel
- 4. outgrowing the market by a factor of 10 internet universe online gambling +4% +41% reachgrowth Source: Comscore 15+ adults
- 5. younger, more affluent online offline 20% 39% under 35 52% 62% male 46% 60% ABC1 Source: GB TGI 2010 Q2 (January 2009 - December 2009)
- 6. online advertising as powerful as WOM Q: What originally motivated you to open an online gambling account? Source: Yahoo! Gambling research, May 2010
- 7. a strong search strategy is key 77% online search 22% friends/ relatives 21% review sites 14% papers 14% betting shop 13% TV Q: If you wanted to source information about gambling websites right now, where would you go? Source: Yahoo! Gambling research, May 2010
- 8. 60% + National Lottery Euromillions 47% scratch card 30% – 40% instant online games bet in shop fruit machines under 25% private bets with friends played football pools poker tournament bingo (hall) casino at the track 18%horse racing 12% at the dogs the long tail of offline betting
- 9. heart vs head 20% 19% Q: Which one of the following would you be most likely to bet on at the 2010 World Cup? Source: Yahoo! Gambling research, May 2010
- 10. brand trust is critical 76% ‘I prefer to gamble on sites with a brand I trust’ Q:To what extent do you agree or disagree with the following statements? Source: Yahoo! Gambling research, May 2010
- 11. 53% agree 35% neither agree nor disagree 12% disagree Q:To what extent do you agree or disagree with the following statements? Source: Yahoo! Gambling research, May 2010 11 advertising delivers credibility
- 12. the future
- 13. 5 of the top 10 PC sites are prominent in mobile Top 10 Online Gambling sites Top 10 Mobile gambling sites 1. Ladbrokes 1. William Hill 2. Betfair 2. Bet-at-home.com 3. 888.com 3. Ladbrokes 4. PKR.com 4. Betfair 5. PartyGaming 5. Bet365 6. Planet 49 6. Orange World 7. Bet365 7. Blue Square 8. Cashcade 8. Sky Bet 9. William Hill 9. Dream Team FC 10. Paddy Power 10. Paddy Power Source: Comscore February 2010
- 14. 30% likelihood of spending or staking money by using the Internet on your mobile phone in next 6 months Source: Yahoo! Gambling research, May 2010 betters expect to move to mobile
- 17. perceived unique
- 18. works offline39% 28% 29% 26% Source: Yahoo! APPetite Mobile Media research, Jan 2010
- 19. but websites are still the expectation % accessed Source: Yahoo! APPetite Mobile Media research, Jan 2010
- 20. for a repeat presentation or the full copy of the research – contact Patrick Hourihan email – hourihan@yahoo-inc.com twitter – pathourihanlinkedin – patrick hourihan