CONSUMER&

BRANDBrandKPIs

for

online

betting:Sportingbet

in

the

United

KingdomConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Sportingbet’s

performance

inthe

online

bettingmarket.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202462%

of

Sportingbet

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Sportingbet’sbrandingresonates

more

with

Gen

Z?Sportingbet

ranksoutside

the

Top

10

inawarenesswithin

the

online

betting

market?Sportingbet

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Sportingbet

is12%?Sportingbet

ranksoutside

the

Top

10

inusage?Among

Sportingbet

enthusiasts,80%

fallunderthehigh-income

category?Interms

of

loyalty,Sportingbet

is

outsidethe

Top

10?Consumers

want

theironlinebettingbrandstohaveinthe

United

Kingdomhonesty

/trustworthiness,

reliability,

and

highvalue?Sportingbet

hasascore

of

10%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

forSportingbet

at

62%Brand

profile:

snapshotBrand

performance

of

Sportingbetinthe

UnitedKingdom62%33%12%10%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

betting

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),n=409,

respondents

who

know

the

individual

brand(popularity),

n=409,

respondents

whoknow

the

individual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=409,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sportingbet’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations55%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSportingbet

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatSportingbetislikedby0%

of

Babyboomers

and6%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and

23%,

respectively.43%39%26%23%ForMillennials

andGen

Z,

55%

and

39%

feel

positivelytowards

Sportingbet,versus

43%

and26%.

Socurrently,

forSportingbet,Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.8%6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=51,

Sportingbet

enthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Sportingbet

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Sportingbet

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Sportingbet

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.24%76%40%60%76%

ofmen

likeSportingbet

comparedto24%

of

women,

whereas

fortheoverall

industry,60%

ofmen

useonlinebettingcompared

to

40%

of

women.80%88%12%

ofSportingbet

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=51,

Sportingbetenthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sportingbet

enthusiasts,

80%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.4%6%Single17%39%12%CoupleSingleparentNuclear80%

ofSportingbet

enthusiastsarefromhigh-income

households.Sportingbet’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

67%

of

Sportingbetenthusiastshavethiscurrent

livingsituation.19%80%9%67%32%29%36%Multi-generational6%3%4%12%ExtendedOther20%2%4%0%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=51,

Sportingbet

enthusiast,

n=692,

onlinebetting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

betting

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

onlinebettingbrandsForonline

betting,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Sportingbet

users

alsoappreciate

thesekey

attributes,indicating

Sportingbetexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSportingbetenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivitySportingbet

shouldwork

on

promotingcleverness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

betting,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

toonline

betting,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=34,

Sportingbet

users’,n=51,

Sportingbet

enthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sportingbet

fans,

49%

state

that

they

get

excited

about

online

bettingservicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlinebettingingeneral?51%49%47%45%45%35%33%28%24%24%20%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutonlinebettingservicesIliketotalkabouttopicsrelating

toonlinebettingBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

betting

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=51,

Sportingbet

enthusiast,

n=692,

onlinebetting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1162%

of

Sportingbet

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

betting,the

averageawareness

ofabrandinthe

United

Kingdomis49%.Awareness

ofSportingbet,however,

isat33%.Awareness12%

ofUK

onlinebettingusers

saytheylikeSportingbet,compared

to

anindustryaverage

brandpopularity

of18%.8%

of

industryusers

intheUnitedKingdomsaytheyuseSportingbet,with

the

average

usageofabrandat13%.BuzzPopularity62%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Sportingbet

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of10%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Online

betting

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),n=409,

respondents

who

know

the

individual

brand(popularity),

n=409,

respondents

whoknow

the

individual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=409,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sportingbet

ranks

outside

the

Top

10

in

awareness

within

the

online

bettingmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSportingbetRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sky

Bet83%82%81%80%80%79%78%68%59%53%2LadbrokesBetfred33%34WilliamHillbet3655Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Paddy

PowerCoral767%8BetfairOutofallrespondents,

33%

were

aware

ofSportingbet.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9BetwayAwarenessN/A10888sport13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Sportingbet

is

12%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSportingbetRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Sky

Bet28%28%27%24%21%21%20%20%19%18%12%2Paddy

Powerbet36534LadbrokesWilliamHillCoralOutofconsumers

who

knew

thebrand,

12%

saidtheyliked

Sportingbet.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567ManBetXBetfair888%9BetwayPopularityN/A10Sportsbet.io14

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=409,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sportingbet

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSportingbetRank#

BrandUsage

%22%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlinebetting,which

of

the

following

brandshaveyouusedinthe

past12

months?”.8%1Sky

Bet2bet36522%3Paddy

PowerLadbrokesWilliamHillBetfair21%Outofconsumers

who

knew

thebrand,

8%

saidtheyused

Sportingbet.

Thisranksthem

outsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.418%516%615%7Coral14%8Betway14%92%Usage9SportNationSportsbet.io13%N/A1012%15

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=409,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Sportingbet

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSportingbet’s

consumersRank#

BrandLoyalty

%83%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WilliamHillLadbrokesSky

Bet281%380%38%4bet36579%5Paddy

Power888sportSportNationBetway76%676%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

betting,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%873%9Betfair73%Outofrespondents

whohaveused

Sportingbet,62%saidthey

would

usethebrand

again.LoyaltyN/A10Unibet72%16

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=34,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sportingbet

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSportingbetRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Paddy

Power10%2bet36532%3Sky

BetLadbrokesBetfair32%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutSportingbet

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.424%522%6WilliamHillBetfred888sportBetwayCoral20%719%819%90%Buzz918%N/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=409,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

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andunlocknewgrowthopportunitie