With the release of a new survey this week titled Why Americans Do (And Don’t) Bet On Sports, sports betting advisory company Eilers & Krejcik Gaming has set out to provide a better perspective of American sports bettors and their preferences.
The research, which discussed the opinions of about 3,000 Americans, covered hundreds of legal sports betting information points and offers a thorough evaluation of four American consumer sections.
The four consist of mainstream bettors (all active sports bettors in the US), engaged bettors (those with the highest involvement in sports betting among present active bettors), interested non-bettors (those who are as of yet not active but would consider betting on sports in the future) and uninterested non-bettors (those who are not interested in betting).
“For all of the hype surrounding the spread of regulated sportsbooks, there’s still a massive amount of ambiguity around how Americans will actually interact with legal sports betting,” said Chris Grove, a partner at Eilers & Krejcik and director of the firm’s sports betting practice.
“Our latest survey provides an additional tool for anticipating how consumers are likely to respond to the rapid expansion of state-sanctioned betting on sports.”
Key study results showed that professional football is the dominant bettor sport, with 93% of mainstream bettors reporting betting on an NFL match over the past 12 months.
It also discovered that 41% of mainstream bettors are “slightly satisfied” with their present betting technique, whilst 45% are “highly satisfied,” pointing to a significant challenge for legal sportsbooks looking to win bettors away from bookies and illegal offshore betting sites.
Surprisingly, betting on sports is more common than some might think, with the research showing that over the past year 27% of the mainstream bettors report wagered on a sporting event.
Mainstream bettors have been cited elsewhere as the most comfortable betting on sports with a casino brand (70%) or a sports organisation (66%). At 47%, a state lottery brand followed far behind, with media and fantasy sports brands each completing the list at 42% The bulk of interested non-bettors at 61% were found to be females.
Looking at the prospective halo impact of legalising sports wagering, it turned out that 40% of interested non-bettors reported that legalisation would have a positive impact on their attitude towards sports betting. Only 5% of uninterested non-bettors said their attitude towards sports betting would have a positive effect.
For more information on the survey go to www.ekgamingllc.com.