Mobile data and trends analysis company Onavo have published iPhone betting app user trend for the UK market. The figures released in UK broadsheet newspaper The Guardian estimate that 4.3% of UK iPhone adult users are using at least one sports betting app. Bookmaker William Hill is the most popular app amongst iPhone players actively used by 38% of those, Irish bookmaker Paddy Power is Second in terms of usage with 32% penetration followed by Bet365 with 24% app penetration.
The report suggests that the majority of iPhone betting app users tend to operate various sports betting applications instead of sticking to one app. Guy Rosen.MD of Onavo commented on this overlap of usage – “If you look at the users of bet365, 17% of them are also using Betfred, and 10% are also using Paddy Power. Or if you look at William Hill, 10% are also using bet365. There’s a lot of interplay between these, customers are not sticking to one app”
Onavo has monitored data using its Count and Extend apps measurement service, which aids its clients monitor app delivery and usage. In terms of engagement and usability Onave found that users spent most time on bet365 with an average of of 5.6 days every month compared to 4.1 days for William Hill and 3.3 days for Paddy Power. According to analytic and media data company comScore report in December 2012 it estimated that there were 8.65m active adult iPhone users in the UK. If that figure is to be applied to Onavos report of a 4.3% figure using betting apps, it would suggest a customer base of 372k UK iPhone users using sports betting apps on their iPhones.
Table of iPhone Betting Market Share – Onavo
Rosen says that US offline gambling operators and regulators are watching the UK closely, since it’s one of the most established markets with regards to mobile usage. Onavo recently launched Onavo Insights service to help developers and brands understand which apps are being actively used on iOS and Android, rather than which apps have been solely downloaded.
