Euro 2016 – Are online bookies set to cash in? UKOM takes a look at online betting in the UK


8/6/2016 UKOM industry standard and development level approved data from comScore* shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million. Visitors to gambling sites spent an average of 85 minutes each determining where to place their money, consuming a whopping 1.8 billion minutes in total.

The 10th June sees the start of UEFA’s Euro 2016 Football Championships in France. The UK is well represented this year with England, Wales and Northern Ireland all competing but who are the favourites to win?  If you fancy having a flutter you would be well advised to put your money on France, Germany, Spain, England or Belgium based on the latest odds from the top UK online gambling sites. 

UKOM industry standard and development level approved data from comScore* shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million.    Visitors to gambling sites spent an average of 85 minutes each determining where to place their money, consuming a whopping 1.8 billion minutes in total.  

Online bookmakers are much more likely to be visited by males than females and 25-44s are more likely to visit than older audiences. It’s clear from the April data that males 25-34 are the prime audience for online betting with nearly 85% visiting in the last month - those who visited spent the most time - nearly 2 hours each (119 minutes) on average in April 2016. Mobile devices (smartphones & tablets) dominate online betting – three quarters of gamblers used a mobile device with mobile devices accounting for 62% of total time spent on betting sites. 

To download the full UKOM Insights Euro 2016 – Are online bookies set to cash in? .pdf report, click here.

*Industry standard – (e.g. MediaMetrix, MMX ) comScore product has been through UKOM Technical Board's Q&A process and the methodology thoroughly investigated. With recommendations/enhancements considered, UKOM's Executive Board accepted the Technical Board's recommendation to endorse.

*Development level – (e.g. MobileMetrix, MoMX) applied to comScore products when methodology has significantly changed or is a new product and/or market conditions require ongoing development.  Methodology accepted in principle but yet to be fully endorsed, as endorsement requires conditions to be fulfilled.


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