Opinium research offers key takeaways
News on 6 Jul 2017
News on 6 Jul 2017
The first in a series of new research reports from strategic insight agency, Opinium, provides interesting insights into the changing face of the UK gambler.
Retention, cross-selling and building brand loyalty are the key challenges facing operators in the UK, Opinium reports in its new paper “Gaming’s not so quiet revolution: the changing face of the UK punter” in which 1,500 people, who gambled at least once a month online, were surveyed.
The report found that:
A good introductory bonus or offer were the most important factor for 42 percent of sportsbook customers when signing up to a new brand;
25 percent said best odds were the most important factor;
33 percent of those gambling online once a month exclusively play sportsbook, 11 percent play bingo exclusively and 8 percent play casino exclusively;
The gender-split between casino-only players is closer than many think, the reports says, with 57 percent of users male and 43 percent female;
UK gamblers are more likely to come from the 35-54 age bracket (43 percent of the Opinium sample versus 34 percent of total UK population) than the 18-34 bracket (30 percent Opinium sample, 29 percent UK population);
Casino players are the most proliferate when it comes to brand loyalty, with 49 percent switching from their most commonly used brand, versus just 27 percent of bingo players.
Steve Looney, Research Director at Opinium, said:
“An understanding of the customer is absolutely critical to success in a market as competitive as the UK, and we are proud to publish this insightful report giving the industry a glimpse of exactly what the modern gambler looks like.
“This has been an extensive study utilising a robust methodology, and we hope the results inform both operators and suppliers to make better, more customer-centric decisions.”
The full report can be accessed here: http://opinium.co.uk/wp-content/uploads/2017/06/Gaming-thought-leadership.pdf
Opinium will publish further reports focusing on sportsbook, casino and bingo verticals in the coming months.
