UK gamblers turn on mobiles, Song out media that is social marketing

uk-mobile-gamblers-social-media-marketingUK gamblers are gambling more on their mobile devices than ever before, but they are losing interest in online gambling companies’ social media broadcasts.

On Tuesday, the UK Gambling Commission (UKGC) released its latest gambling involvement and perception report, which draws on interviews with approximately 1,000 random topics every 3 months, then combines the results into a rolling season average to smooth out the effects of seasonality.

There are no major surprises in the latest results, which revealed 45 percent of respondents copping to having gambled at least once in the previous four weeks, down from 48 percent in that the 2016 survey. Excluding the National Lottery, involvement falls to 31%, down 2 things year-on-year.

Excluding the National Lottery, online gambling involvement remained comparatively unchanged at 14 percent. The average online gambler kept four unique accounts this past year, one over in 2016, but equal to the 2015 figure.

MOBILE, IN-PLAY AND ESPORTS
As for the apparatus gamblers use to access their online accounts, the notebook remains king at 50%, but this is down from 60% just two years ago. Cell phone use obtained 10 points to 39%, although those that use either mobile phones or tablets obtained eight points to 51 percent. The once mighty PC slipped to third position with 33 percent, with male PC users (39%) significantly outpacing females (24 percent).

Online in-play gambling participation was relatively unchanged at 26 percent but equally 45-54 and 55-64 age demos reported record high involvement (albeit still well back of the younger cohorts). The 55-64 demo reported that a five-point gain to 14 percent this past year.

ESports betting merited its very first mention in this year’s account, and also the UKGC cautioned that the sample was shot exclusively on the internet, which could skew the figures upward. No matter the figures reveal 7% of respondents having put an eSports bet — with cash or virtual products — in the previous four weeks, rising to 16 percent in the 25-34 age demo.

SOCIAL MEDIA v. ADVERTISING
Comparatively over one-quarter (26 percent) of online gamblers reported following a gambling firm’s social networking platforms this past year, down six points by 2016. All platforms reported lowered engagement, led by Facebook (20 percent, -6), Twitter (12 percent, -3), Google+ (5%, -2) and Instagram (4%, -1).

Social networking marketing was increasingly ineffective, with 19 percent (-2) of online gamblers saying that they were motivated to spend money on gambling by a social networking article. However, the amount for the 18-24 age demo enhanced four points to 40 percent.

By comparison, 53% (+7) of gamblers were motivated to spend money gambling by another kind of advertising. Older gamblers reported the largest year-on-year profits, together with the 55-64 demo up 14 points to 46% and also the over-65s up 11 points to 28%.

Free bonuses and bets would be the best form of advertising, persuasive 40 percent (+8) to spend money. Television adverts have been a distant second at 26 percent (-2), together with online ads third with 23 percent (+1). Social networking advertising (14 percent, -1) barely prohibits newspapers and billboards.

MEDIA WINNING THE PERCEPTION WAR
Some anti-gambling books in the united kingdom are yanking the dwindling amount of Britons who think gambling is “conducted quite and may be trusted.” A list low 33% agreed with that statement this past year, continuing a downward trend since 2011, when 49.3% of respondents saw gambling as trusted.

However, that the 2017 figure was just 1.3 points lower from 2016, also economists who actually gamble generated a rating of 38%, unchanged from the preceding calendar year. Which suggests that the UK press’s constant drumbeat of negative gambling articles is more effective on individuals without a firsthand experience of this circumstance.

Almost 41% of respondents agreed that “gambling is associated with unlawful activity,” up almost 2.5 points from 2016 but still under the marker set in 2014. Here also, non-gamblers were more inclined to agree than just gamblers.

PROBLEM GAMBLING MEASURES CAN BACKFIRE
The UKGC said 0.8% of respondents were deemed to be problem gamblers, although 3.9% were stated to be ‘at risk’ of growing to players. The UKGC conducts truncated difficulty gambling questionaires because of its particpation survey, therefore the more accurate figures were borrowed from the government’s previously issued Gambling Behavior in Great Britain 2015 study.

Gambling operators are under increased pressure to provide gamblers with comprehensive accounts of the gambling activity to be able to lessen gambling-related harms. Three-fifths of gamblers reported receiving or viewing gambling information, the majority of that was based on their personal transaction history (49 percent), followed by the actual chances of winning a trophy (35 percent).

But while viewing the transaction history may result in reduced gambling, a few respondents claimed that the info had no effect on their choices, while others claimed that the info actually improved either time or money spent gambling. This latter category included gamblers that set gambling limitations and realized that they had yet to spend their allotted sum.

Posted by: Karen Rogers on