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Study: North American Gamblers More Loyal than UK Gamblers

Sportingbet now accepts bets from over 150 countries in 23 different currencies and its online sportbook is currently available in 7 different languages. Against such a backdrop it has been able to obtain valuable information on the habits and profile of online gamblers across the globe.

Respondents from the UK, Europe, North America and East Asia completed an online questionnaire designed to gather demographic and behavioural information on visitors to Sportingbet websites.

The survey found that UK online customers are the most determined to beat the bookmaker with the average customer holding 4.29 accounts each. More importantly, over 45 per cent visit an odds comparison site before placing a bet.

In contrast, the North American customer is far more loyal, holding an average of 1.45 accounts.

Commenting on the research, Mark Blandford, Executive Vice-Chairman of Sportingbet Plc said:

"The UK customer is undoubtedly the most determined to beat the bookie. They view the bookie as their rival and enjoy shopping around to get the best odds. The level of research they undertake before placing the average bet is quite remarkable. In contrast, North American customers view the bookie as their "friend" and are much happier to stick with one company, providing the customer service is first rate".

The survey found that the vast majority of customers were male with women accounting for only 5 per cent. In the UK, online gaming is most popular with men aged between 26 and 35 in the earnings bracket of £20K to 29K.

An average outlay of below £10 was the norm for 37 per cent of UK customers surveyed. The average stakes are raised in East Asia though whose respondents said £40 was the most common amount they like to wager.

70 per cent of customers like to bet from home over the internet and 17 per cent reported that they most often bet online at work. This option was far more popular in the UK and Europe than in North America where home access is markedly preferable.

Not surprisingly, soccer was the most popular sport with UK customers with 79 per cent of all customers regularly placing a bet. Presumably buoyed by their qualification for the World Cup 2002, a healthy 18 per cent of North Americans also said they usually bet on soccer.

North Americans chose American football (89 per cent) and baseball (64 per cent) as the basis of most of their bets. In the UK, soccer (79 per cent) and horseracing (56 per cent) are the customers' favourites. Tennis was also identified as a growing sport in terms of betting interest, proving particularly popular with mainland European customers.

Elsewhere, Turkish customers were found to be the biggest risk takers in terms of margin, whilst German customers were found to the most mistrustful, checking terms and conditions thoroughly before registration.

Sportingbet is listed on the Alternative Investment Market (AIM). It has a current market capitalisation £186 million (US$272 million)

It was the first tax-free online betting service to be established from within the British Isles

Based and licensed in the British Channel Island of Alderney, Sportingbet offers odds on all major global sports and sporting events and accepts bets in 23 different currencies.

In May 2000, Sportingbet acquired the business and assets of Betmaker, an on-line and telephone-based sports betting business serving the North American market from Costa Rica. This operation has been successfully re-branded as SportingbetUSA.com and has provided a significant platform for the Group's expansion into the North American sports betting market

On 15 March 2001, Sportingbet acquired the entire issued capital of Australia's largest private bookmaker, The Number One Betting Shop Limited, providing a substantial physical and operating presence in Asia Pacific, the world's largest betting market.

On 27 July 2001, Sportingbet acquired US based internet bookmaker Sportsbook for an initial consideration of £35.9 million (US$53 million) rising to £128.6M (US$188.3 million) depending on performance.

The purchase increased the Sportingbet customer database to more than 450,000 and confirmed the company's status as one of the leading global bookmakers in terms of number of bets placed.

In February 2002, Sportingbet purchased the customer database of Michael Sullivan, one of Australia's leading and most well-known on-course telephone bookmakers for a consideration of £1.8 million (US$2.6 million)

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