Portrait of The American Sports Bettor
Not surprisingly, sports bettors in the U.S., predominantly men in their 30s and 40s, love to watch and wager on football, according to a new, survey of U.S. sports bettors conducted by Beacon Research for betting analysis and advice platform Pickswise.com.
The inaugural Pickswise.com Annual Sports Bettor Survey included 1,500 self-identified U.S. sports bettors of legal betting age residing in states with legal sports betting.
Football (both professional and college) ranked as the most frequent choice for wagering for most bettors (73%) with basketball as a close second (62%), and baseball, boxing, soccer and horse racing rounding out the second tier. Nearly one-quarter of respondents said they bet daily.
Most say their average stake is between $50-$99.
The sports bettors also indicate they are avid sports consumers, spending significant time on research and analysis, on pre- and post-game sports news, and watching games themselves.
This unique look into the burgeoning U.S. legal sports bettor revealed a number of behaviors reflecting a high level of investment and participation: most wager weekly, have more than one mobile sportsbook account, bet on several different sports, make use of many bet types, and say they are more likely to watch the games they’ve bet on.
And, 97% of those surveyed said they are interested in research and analysis before they wager, with 80% trusting content from outlets that are not directly affiliated with a sportsbook.
Compared to the general U.S. adult population, U.S. sports bettors primarily skew male, white and affluent.
And the survey reveals a new population of sports bettors who are younger and more diverse—both by race and by gender.
People of color represent one-third of those who began wagering in the past year, compared to just a quarter of longer-term bettors.
Similarly, three-in-ten new bettors are female, compared to 23% of longer-term bettors.
Respondents said they enjoy most types of bets. Spreads, over-unders, money line and parlays were all cited by more than 75% of those surveyed.
The survey found that most bettors played fantasy sports, too, and, not surprisingly, DraftKings and FanDuel are the dominant betting platforms with 57% of respondents saying they have used DraftKings and 50% saying they have used FanDuel.
BetMGM, Bet365 and FoxBet round out the top five most used sportsbooks. Respondents said trust and ease of use, especially for financial transactions, were their top factors in choosing a sportsbook.
The legal sports betting market in the U.S. has boomed since the Supreme Court decision to repeal its prohibition in May 2018. Per the American Gaming Association, sports betting is now legal in 32 U.S. states.
Operators are processing wagers in 22 states, with 10 others set to launch in the next few months and there is legislation pending in several others.
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