October 19th, 2022, Kineree Shah
The second quarter of 2022 was a difficult phase for the US gambling market, thanks to rising inflation. But there are certain areas of growth that brands can focus on in both online and offline gambling activities. YouGov’s latest US gambling market quarterly report focuses on these areas and on how growth opportunities will play against a potential consumer slowdown. Here is a sneak preview of what the report offers:
On which sports are gamblers wagering?
Data from YouGov Gambling Profiles – an audience intelligence tool that identifies trends and cross-analyzes gambling data against key metrics every month in the US - highlights that while Q2 2022 betting has slipped a little for NFL and MLB since last quarter (due to seasonality), volume on four of the five sports has risen year on year.
- Has online and offline sports betting grown or fallen in comparison to last year?
- Are online account holders using each brand’s account more regularly or not?
- New insights on legalized US gambling States and uptake of online gambling
- Up-to-date ad awareness scores for leading sportsbook brands
- A profile of US NFL bettors, showing how this group differs vs. other sports bettors
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Methodology
YouGov Global Gambling Profiles is a monthly gambling sector tracker providing market sizing data at a national level plus a deeper dive into the activities and brand choices of regular gamblers. The results of chart are based on the question: “Which, if any, of the following sports or events, have you placed a bet on in the last 12 months?” Each year the survey covers 24 countries with a focus on key markets including the US, UK, Canada, Germany, India, and Australia. Data for US and UK markets is weighted by age, gender, education, region, and race. Learn more about Profiles.