Trans-Atlantic Differences
By Linda
British online customers are the most determined to beat their rival the bookmaker, a survey has found. The average Brit shops around and holds 4.29 different 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.

Mark Blandford, Executive Vice-Chairman of Sportingbet Plc, who conducted the research, 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 also reveals that 17 per cent, mostly Europeans, most often bet online at work. North Americans prefer to bet from home.

Not surprisingly, football, (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, football (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.

The survey found that the vast majority of their bettors 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.

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

Sportingbet 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.

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