US online gambling will be welcomed, says research firm

While the stocks of gaming companies have been on the rise based in part on the news that New Jersey is likely soon to approve a multi-year trial period for online gambling, a new nationwide survey by AlixPartners, a business advisory firm, finds that 35 percent of active gamblers say they would wager online if it were legal.

There is good news in the study as well for the bricks-and-mortar casinos:

* Only 15 percent of the active gamblers say they are likely to reduce visits to casinos if online gaming becomes legal
* 57 percent say they are more likely to wager online if the sites were run by known casino brands and
* 58 percent say they would be attracted to Internet gambling sites that let them earn loyalty points redeemable at land casinos.

The AlixPartners study provides an in-depth evaluation of the underlying factors, across virtually all gaming sectors which influence key gaming-activity decisions, including accessibility, win expectations, customer-service levels and bankroll requirements.

“Our study provides valuable insight into what gamblers are looking for in both online and other gaming sectors,” said Mike Sinoway, managing director at AlixPartners and leader of the firm’s Gaming Practice.

According to the survey, the five most importance factors in selecting an online gaming site are:

1.) Ease of registering,
2.) Ease of navigation,
3.) Lack of wait times for desired activities,
4.) Availability of options at desired wagering levels and
5.) Security of financial information and deposited funds.

The survey polled 1,031 adult Americans between January 25-29. The respondent group was taken from a generally representative sample of the U.S. population and selected from those expressing a general interest in gaming.  It examined multiple forms of gaming, including lotteries, race-track betting, sports books, local casinos, destination casinos and online gambling.

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