The leisure team of the US-based international financial services corporation Morgan Stanley has presented the firm’s latest survey that took part in July 2016 concerning the habits of the UK players over the last six months. The survey, in which more than 1,000 UK-based adults took part, also showed that only 12% of the participants suggested they had placed wagers both in land-based and online venues over the last six months.
The above mentioned survey showed that 43% of the UK survey participants have placed bets over the last half a year, and about two-thirds of these players have wagered in web-based casino, betting and gaming venues. In addition, according to the information revealed by Morgan Stanley’s leisure unit, the UK high-street companies are still among the most recognised brands in the country.
Currently, there are four brands, including William Hill, Ladbrokes, Paddy Power and Betfred, that have managed to register higher numbers in terms of popularity in comparison to the brands that have online presence only. On the other hand, when it comes to online-only gaming and betting brands, bet365 was undoubtedly the company that has been recognised the most by the UK players. Betfair, 888 and Sky Bet were the other three companies with the highest web-based brand recognition.
However, apart from the land-based and online casino and sports betting operators, it was the National Lottery that turned out to be most recognised by the UK players.
Two of the largest brands – William Hill and Paddy Power – had managed to keep their customers’ attention both in terms of online and retail presence. Ladbrokes, however, was the brand that was most used by active gamblers, no matter if it came to wagers placed offline or online. The two other companies who were primarily preferred by active gamblers were Betfair and Coral. This was undoubtedly an important piece of information, especially considering the long-awaited merger between Ladbrokes and Coral, which is expected to be formally finalised until the end of the month.
Moreover, the Morgan Stanley survey showed that more than 30% of the participants who currently have active accounts in online gambling venues said they could reconsider gambling and were likely to close their registrations over the upcoming six months. According to the US firm analysts’ the large number of customers who intend to close their accounts and the high engagement rates were actually correlated.
According to the data presented by the survey results, new customers have been attracted primarily thanks to price promotions and special bonuses, and of course, by the brands’ reputation.
- Author
Daniel Williams
