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Opinium and the changing face of the UK punter

Strategic insight agency Opinium has compiled a report looking at the ‘changing face of the UK punter’ is the first in a new series from the company.

The findings were that ‘retention, cross-selling and building brand loyalty are the key challenges facing operators in the UK’.

The new paper is titled “Gaming’s not so quiet revolution: the changing face of the UK punter” and it saw Opinium conduct a survey of 1,500 people who gamble at least once a month online.

The report made a number of specific findings which’ll be of interest to bookmakers such as the importance of a good introductory bonus or offer. The report found that this ‘was the most important factor for 42% of sportsbook customers when signing up to a new brand’ whilst 25% said best odds was the most important factor.

Of those surveyed 33% of those gambling online once a month exclusively play sportsbook, 11% play bingo exclusively and 8% play casino exclusively. Significantly, the gender split between casino only players is closer than many think with 57% male and 43% female users. UK gamblers are more likely to come from the 35-54 age bracket, the Opinium sample showed the figures to be 43% against 29% of the general UK population. Finally, one major takeaway was that casino players are the most proliferate when it comes to brand loyalty, with 49% switching from their most commonly used brand, versus just 27% of bingo players.

Steve Looney, Research Director at Opinium, said: “An understanding of the customer is absolutely critical to success in a market as competitive as the UK, and we are proud to publish this insightful report giving the industry a glimpse of exactly what the modern gambler looks like.

“This has been an extensive study utilising a robust methodology, and we hope the results inform both operators and suppliers to make better, more customer-centric decisions.”

The report includes a foreword from betting and gaming PR and marketing specialists Square in the Air. In the coming months we can expect plenty more insight from Opinium as they publish additional reports taking an in-depth look at the sportsbook, casino and bingo verticals.