It is conducted by Beacon Research and contains national demographic and psychological data regarding the behaviours, habits and preferences of 1,500 self-identified US sports bettors (of legal betting age) from states where wagering is legal.
Data from the survey concluded the legalisation of sports betting has increased the interest in the consumption of sports entertainment, especially among NFL and NBA fans (according to the study, half of the participants watch more NFL and NBA coverage as a direct result of legal gambling).
In terms of gambling behaviours, the survey shows a high level of investment and participation among bettors from the US, as follows: 70% bet at least once per week (and one quarter do it daily), 61% bet at least three times every week (and around one-quarter place five or more weekly bets), 74% declare they own and use multiple mobile sportsbook accounts, 97% seem to be invested in research and analysis prior to wagering, and 80% of the participants say they trust content from outlets that are not affiliated with any sportsbook operator.
The study also showed the emergence of a new population of sports bettors consisting of younger and more diverse gamblers (both by race and by gender).
For example, three-in-10new bettors are female, compared to 23% of longer-term bettors, and people diverse ethnic backgrounds represent one-third of those who started betting in the past 12 months, compared to 25% of longer-term gamblers.
