David Williams | 17 Jul 2017
As the United Kingdom’s gambling industry undergoes continued expansion and transformation, so do the habits of punters. This according to a report released by Opinium.
The market research company compiled the report titled Gaming’s Not So Quiet Revolution: the Changing Face of the UK Punter from a survey of 1500 punters and players who bet or gambled online on at least a monthly basis.
The 13-page report that examines general industry trends in the UK is the first in a series of reports that will also focus on specific industry sectors such as sports betting, casinos, bingo, mobile casinos and other forms of gambling.
Arguably one of the most important findings is that the best odds are no longer a factor in the choice of bookmaker for 42%of those surveyed. Instead of odds, they considered good quality sign-up offers as the factor that swayed their decision to open an account at a specific operator.
Only 25% of respondents said that they considered the available odds when deciding where to place their bets.
Perhaps one of the more surprising findings of the report was that, of all gamblers, casino players are the most fickle when it comes to brand loyalty. According to the survey, 49% of respondents admitted to leaving their preferred casino for a different brand.
In contrast, a low 27% of bingo players who participated in the survey said they had left their preferred halls or rooms for those operated by a different brand.
The survey also found that many punters are happy to pick and mix their gambling activities. Only 8% played exclusively at casinos, while 11% were dedicated bingo players, and 33% said sports betting was the only gambling in which they participated.
Another finding of the report published by the market research company was that 43% of respondents most likely to gamble are aged between 35 and 54, whereas 30% of respondents were aged between 18 and 34.
When it came to gambling and gender, men comprised 57% of gamblers, while women comprised 43%.
Gambler age, gender, and decision-influencing factors aside, the Opinium report also covered challenges facing the industry. While the industry is enjoying significant growth, operators struggle with player retention, cross-selling, and brand loyalty.
The market research company said it plans to release the other reports in the series over the coming months.