Do you know who is actually interested in sports betting? The answer will determine the success of your advertising campaigns to attract punters to the bookmaker’s office, the strategy of promoting the site in the search engine, and ways to attract quality traffic. We have collected all the data on betting players, analyzed the information and for your convenience, we have collected a detailed portrait of the betting shop customer.
The average betting player is a male aged 25 to 34, predominantly residing in urban areas, with over 90% of active users being male. While the core demographic skews older, spanning a wide age range of 18 to 45, there is a notable willingness among younger players to engage in risk-taking for entertainment purposes.
Social Profile
Most often they are married people, with full secondary or even higher education. They are employed as professionals or regular employees. Quite a large portion of the audience occupies leadership positions.
Economic Profile
As for wealth, the players are quite easily able to buy durable goods (average income or slightly above average). They do not live from paycheck to paycheck and do not give 3/4 of their income to rent inexpensive housing.
Interests of the Audience
The most important and undeniable factor is that the clients of betting shops are interested in sports. This, in general, is the only thing that unites these people among interests. Online football betting accounts for the largest number of bets. This is followed by hockey and basketball. The number of people betting on certain sports is slightly different. About 85% of users bet on soccer, about half bet on hockey, and a third of players were interested in tennis.
Players prefer to get information about sports and events via the Internet. A significant part of clients read news and watch broadcasts on the web. Social networks (Facebook, Telegram) also account for a significant proportion. Of course, TV is still among the leaders due to the fact that major sporting events are broadcast live.
Behavioral Factors of the Audience
From the described portrait, we can conclude that an active player in a betting shop is far from being a marginalized society. These are people with income, family, and work. Betting on sports for these users is a way out of routine, stress relief, sharpness of sensations, and satisfaction of their excitement.
Note that betting and gambling in principle have become victims of stigmatization by society. When you are told “gambler”, you immediately imagine a drunkard, who can lose all his blood money in cards. This psychologically pressures the majority of betting players, so most often betting is done secretly by friends and family.
Approximately 70% of all players make more than 1 bet per week, and of this number, 80% make up to three bets per day;
More than 70% of all bets are made LIVE;
About 80% of those who bet on sports have accounts in other bookmakers’ offices as well. Last year, there were very few people left who preferred to bet at specialty outlets. Betting is now a phenomenon in the online world;
The majority of bets are placed in the evening and night;
Mobile devices account for roughly 80% of all bets. Players place a high value on a user-friendly interface.
When a user is faced with the choice of a bookmaker’s office, he will pay more attention to the search engine and to sites where betting will be the main topic. Media and targeted advertising will be effective only if the creative clearly spells out the offer (bonuses, benefits, odds, and so on).
Conclusion
From the compiled portrait we can see that the main purpose of sports betting among players is far from enrichment, but to satisfy the thirst for thrill.
