Sportingbet Study
By Earl
Sportingbet Study finds North American gamblers “stand by their man” when it comes to betting

Sportingbet Plc , the leading global sports betting group, has prepared for World Cup 2002 by dipping into its huge database of more than 480,000 customers to provide a unique insight to the habits of online bettors.

Sportingbet now accepts bets from over 150 countries in 23 different currencies and its online sportbook is currently available in 7 different languages. Against such a backdrop it has been able to obtain valuable information on the habits and profile of online gamblers across the globe.

Respondents from the UK, Europe, North America and East Asia completed an online questionnaire designed to gather demographic and behavioural information on visitors to Sportingbet websites.

The survey found that UK online customers are the most determined to beat the bookmaker with the average customer holding 4.29 accounts each. More importantly, over 45 per cent visit an odds comparison site before placing a bet.

In contrast, the North American customer is far more loyal, holding an average of 1.45 accounts.

Commenting on the research, Mark Blandford, Executive Vice-Chairman of Sportingbet Plc said:

“The UK customer is undoubtedly the most determined to beat the bookie. They view the bookie as their rival and enjoy shopping around to get the best odds. The level of research they undertake before placing the average bet is quite remarkable. In contrast, North American customers view the bookie as their “friend” and are much happier to stick with one company, providing the customer service is first rate”.

The survey found that the vast majority of customers were male with women accounting for only 5 per cent. In the UK, online gaming is most popular with men aged between 26 and 35 in the earnings bracket of £20K to 29K.

An average outlay of below £10 was the norm for 37 per cent of UK customers surveyed. The average stakes are raised in East Asia though whose respondents said £40 was the most common amount they like to wager.

70 per cent of customers like to bet from home over the internet and 17 per cent reported that they most often bet online at work. This option was far more popular in the UK and Europe than in North America where home access is markedly preferable.

Not surprisingly, soccer was the most popular sport with UK customers with 79 per cent of all customers regularly placing a bet. Presumably buoyed by their qualification for the World Cup 2002, a healthy 18 per cent of North Americans also said they usually bet on soccer.

North Americans chose American football (89 per cent) and baseball (64 per cent) as the basis of most of their bets. In the UK, soccer (79 per cent) and horseracing (56 per cent) are the customers’ favourites. Tennis was also identified as a growing sport in terms of betting interest, proving particularly popular with mainland European customers.

Elsewhere, Turkish customers were found to be the biggest risk takers in terms of margin, whilst German customers were found to the most mistrustful, checking terms and conditions thoroughly before registration.

For further information, please contact

Leanne Tritton

ing media

Ph: + 44 (0)20 7 247 8334 Fx: + 44 (0)20 7247 9568

Mobile: + 44 (0)747 104 435


Online Casino provides online gamblers with information on online casino gambling, sports betting tips, wining casino tips, internet casino reviews, sports odds, matchups, results, editorial and much, much more… We also have an industry insider’s section including Internet gaming press releases, a calendar of events and gaming industry news.
Bluff Europe: Europe's leading Poker Magazine brings you the latest Poker News, Player Interviews and all the best Online Poker offers Poker in the Park: Europe's largest Poker Festival.