odds on - understanding the digital gambler
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patrick hourihanuk head of trade research
online gambler
£670m £1.6bn £2.3bn
2005 2010 2014
Source: Mintel
strong forecast despite economic uncertainty
reachgrowth
internet universe
+4% +41%
online gambling
Source: Comscore 15+ adults
outgrowing the market by a factor of 10
younger, more affluent
52%
46%
39%20%
60%
62%
ABC1
male
under 35
onlineoffline
Source: GB TGI 2010 Q2 (January 2009 - December 2009)
TV/newspaper ad
found while browsing
friend recommend
online advert
competitive odds and prices
trusted the company brand
to claim a free bet/bonus
11%
15%
17%
17%
18%
24%
38%
online advertising as powerful as WOM
Source: Yahoo! Gambling research, May 2010Q: What originally motivated you to open an online gambling account?
77%online search
22%friends/relatives
14%papers
14% betting shop
21%review
sites
13% TV
Source: Yahoo! Gambling research, May 2010Q: If you wanted to source information about gambling websites right now, where would you go?
a strong search strategy is key
at the track
18% horse racing
12% at the dogs
under 25%private bets with friends
played football pools
poker tournament
bingo (hall)
casino
60% +National Lottery
Euromillions 47%scratch card
30% – 40%instant online games
bet in shopfruit machines
the long tail of offline betting
heart vs head
Source: Yahoo! Gambling research, May 2010Q: Which one of the following would you be most likely to bet on at the 2010 World Cup?
20% 19%
brand trust is critical
76%
Source: Yahoo! Gambling research, May 2010Q:To what extent do you agree or disagree with the following statements?
‘I prefer to gamble on sites with a brand I trust’
11
12% disagree
35% neither agree nor disagree
53% agree
advertising delivers credibility
Source: Yahoo! Gambling research, May 2010Q:To what extent do you agree or disagree with the following statements?
‘I would be more inclined to trust gambling and betting companies who advertise their services than gambling and betting companies who don’t’
the future
5 of the top 10 PC sites are prominent in mobile
Source: Comscore February 2010
2. Betfair
3. 888.com
1. Ladbrokes
4. PKR.com
5. PartyGaming
7. Bet365
8. Cashcade
6. Planet 49
9. William Hill
10. Paddy Power
2. Bet-at-home.com
3. Ladbrokes
1. William Hill
4. Betfair
5. Bet365
7. Blue Square
8. Sky Bet
6. Orange World
9. Dream Team FC
10. Paddy Power
Top 10 Online Gambling sites Top 10 Mobile gambling sites
30%
Source: Yahoo! Gambling research, May 2010
betters expect to move to mobile
likelihood of spending or staking money by using the Internet on your mobile
phone in next 6 months
Source: Yahoo! APPetite Mobile Media research, Jan 2010
44%33%
21%
22%
18%
16%
Google Maps
Youtube
eBay
current benefit of apps
39%
28%
29%
26%
% positive: web + app effect
functional & entertainment
potential ‘wow’ factor
perceived unique
works offline
but websites are still the expectation
Yahoo! Mail
Argos
Yahoo!
Sky Sports
Youtube
Amazon
eBay
BBC
9%
7%
4%
6%
8%
18%
8%
12%
23%
11%
14%
11%
19%
19%
20%
24%
26%
36%
40%
55%
59%
64%
web
app
% accessed
Source: Yahoo! APPetite Mobile Media research, Jan 2010
for a repeat presentation or
the full copy of the research – contact Patrick Hourihan
email – [email protected] – pathourihan
linkedin – patrick hourihan