YouGov releases fresh report into US bettors gambling habits

YouGov, an international online research data and analytics tech group, has released a new report into US bettor habits, analyzing data from the country and arriving at interesting conclusions. The report focused on several major developments, including the impact the launch of ESPN Bet has had on the sports betting and gambling market, and further provided interesting details into how different app features help boost engagement.

In a quick snippet, YouGov said that 71% of consumers aged 25-44 who bet on sport find the ability to live stream sporting events important. This was slightly less when you factored those under and over 25-44, with the percentage dropping to 65%.

Based on this research, bet365 is the most used sportsbook for those aged 21-34, which is good news for the private company that is competing against the likes of long-time veterans of the market DraftKings and FanDuel. DraftKings, however, was the most used sportsbook among all other ages.

Yet, consumer trends are changing even now, and the report found out that for 67% of consumers aged 21-24, or the youngest in the market, the most important factor in choosing a sportsbook would be for that sportsbook to be associated with a streaming service. This means that if YouGov’s report is accurate, ESPN Bet is set to gain significant market share.

Commenting on the data and findings of the report, YouGov VP Jeff Morris explained that the market is very competitive and that consumer preferences are shifting, with new paradigms emerging. Yet, driving loyalty among customers remains an ever-challenging task for companies, and especially new sportsbooks that are starting from zero.

"Our research shows that the sportsbooks that incorporate key in-app features like live streaming sporting events can provide an advantage for driving interaction from current sports bettors and attracting prospective sports bettors," Morris explained, painting a more optimistic view of the market.

Another interesting observation shared in the report is that there is entrenched loyalty among older customers, who tend to be far more loyal to a brand they have picked, whereas younger bettors are actually more likely to be looking for something new.

At least 73% of sports bettors used more than one app in March, however, pointing to a general desire among gamblers to find the best possible product. The research also looked into popular reasons of why sports bettors tend to create new accounts and register at new sportsbooks.

The main driver remains good welcome offers for 55% of all registrants. The second most-cited reason was "they provide good offers and promotions," with 53% of respondents citing this as the reason why they have set up a new account, indicating that promotions play the core role in driving new customers.

Image credit: Unsplash.com