NEW YORK, 28 September 2022 — Research conducted by Getwizer, the hybrid consumer insights platform, has found that almost 46% of American men but only just over 25% of women have placed a bet on sports. Betting also attracts a younger audience, with most sport betting enthusiasts under the age of 45.
Football, for example, the most popular sport to bet on, attracts wagers from 25% of those under 25, 23.2% of those between 25-34 and 25.4% of 35-44 year olds, according to Getwizer. Whereas only 19.5% of those aged between 45-54, 13.3% of 55-64 year olds and only 11.2% of over 65s bet on football games.
When asked what sports they placed bets on, the following proved the most popular with respondents:
But while men were most likely to participate in sports betting, women came tops when it came to playing online and mobile games, with 41.6% saying they play everyday compared to 34.9% of men. Similar to sports betting, iGaming is most popular with younger audiences. Only 8% of under 25s, 12.2% of those aged 25-34 and 8.9% of 35-44 year olds do not play online games.
However, when playing online games for real money, men edged out in front with almost 26% playing for cash and just less than 23% of women. But the majority (28.5%) of us like to play it safe and prefer free-to-play games with no real money on the line.
“This research, and the differences between genders and age, is incredibly valuable for brands looking to target different audiences in the sports betting and gaming sectors,” says Jennifer Allison, Chief Commercial Officer at Getwizer. “This means brands can optimally position themselves to leverage the growth in these increasingly popular sectors.”
The most stark differences between the sexes, according to Getwizer, centers on the games we like to play. Comparing the top five games women like versus the favorites of men, only Word Games and Solitaire make it into both top fives. For women these capture first and second place, but only fourth and fifth in the men’s top five. The research shows that women tend to like games based on concentration and problem solving, whereas men tend to prefer action and sports games.
With the market for sports gambling and iGaming on an upward trajectory, the good news for companies investing in the sector is that customers display strong levels of brand loyalty. A total of 72.5% tend to stick with the same platform and only 27.5% switch between multiple platforms. This loyalty also remains relatively consistent when age groups and gender are taken into account.
“Both sports betting and gaming are huge growth areas that an increasing number of brands, such as Disney through their ownership of ESPN, are looking to leverage rise in popularity,” says Gilad Gans, CEO at Getwizer. “However, as these two sectors are relatively new and rapidly evolving, the brands that succeed will be those that tap into the evolving consumer behavior in sports betting and gaming, and create appropriate products to optimize customer loyalty and growth.”
Brands looking to develop such loyalty have clearly targeted attributes they should be focusing on, suggests Getwizer’s research. Users rank safety (50%) and ease of use (49.7%) as the top two “extremely important” elements they look for. These are followed by trustworthiness (46.7%) and, for those playing for cash, ease of withdrawing money (45.8%).
With the rapid growth of online gambling and popularity of gaming, both are likely to continue to drive towards becoming a more mainstream activity across all age groupings. And from the revenue figures already being reported, it looks like this will most likely be a safe bet for those companies looking to take a piece of the action.
About GetwizerGetwizer is a hybrid consumer insights platform integrating the very best of tech and human expertise to deliver a custom, quick and efficient research experience. We enable insights, product and marketing teams to study whatever they need, whenever they need it, freeing them up to focus on decision-making that drives growth. Getwizer counts among its clients brands such as Reebok, Wilson Sporting Goods, Playtika and Next Insurance. For more information visit www.getwizer.com.
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