|A report published this week by Nielson/NetRatings, the Internet traffic measuring company, has revealed that more than four million Britons, in a population of 60 million, regularly gamble online. With 23.3 million people accessing the web in total, this is 16% of the total online audience in Britain. The most popularly viewed gaming site in September was The National Lottery, with 1.4 million unique visitors, followed by CasinoTropez.com. Among the top twenty sites were high street brands such as William Hill and Ladbrokes.|
Gabrielle Prior, European Internet Analyst said “The new Government initiative to change the gambling laws in the UK will no doubt make gambling more accessible to consumers; however, it is not yet clear how this will impact online gambling and sweepstake audiences. With more than 16% of all Britons online visiting a gambling site each month, it is evident that for some people visiting gambling sites has become part of their day to day surfing behaviour, and we could well see this trend increasing.”
The top advertiser in terms of number of online campaigns in September 2004 was Jackpot Joy, followed by William Hill Online, Getminted and Ladbrokes. Three of these four sites also appear in the Top 20 gambling sites, suggesting that online advertising is working.