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The online survey sample is sourced
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This is why we have issued a challenge to industry to work together to develop ways data could be used to create a ‘single customer view’. The average number of gambling accounts held2 (among those with at least one account) has remained at around three over the last few years, although there are signs that this figure is on the rise, reaching a mean of 3.2 accounts per person in 2020 compared to 2.7 in 2018. The mean only tells part of the story, however. On average, males tend cas 100 free spins no deposit uk 2026 to have both more online accounts than females and to use these accounts more frequently. Younger gamblers (aged 18-44) tend to hold more online accounts on average and use these more often than those aged 55 and over.
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While just under a fifth of 18–34-year-old online gamblers hold five or more accounts, only 5% of those aged 65 and over hold this many. Operators need to consider the needs of all their customers – from those customers who only play with them, through to those who are active across a larger number of accounts – to ensure they have a fuller understanding of their behaviour and where they may be susceptible to potential harm. The majority of online bettors have bet in-play3 , with rates highest for the younger demographic We know that live or in-play betting (which occurs while an event is actually taking place) has been a rapidly growing way to bet in recent years, and our online survey reveals that three in ten online bettors have bet in-play in the last seven days, with a further 30% doing so in the last four weeks. While there was little difference in in-play participation rates among males and females, there were again clear differences by age: net past four-week in-play participation was highest among those aged 18-24 (77%) and lowest for those aged 65 and over (23%). The survey also confirms a skew towards using mobile devices for in-play betting.
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Three quarters (74%) of in-play bettors had used a mobile phone to gamble, compared to 50% of online gamblers overall. eSports betting is also growing, fuelled particularly by younger males Another activity which continues to grow in popularity is eSports, with the market estimated to have grown at an average annual rate of 8.5% between 2016 and 2019.4 The online survey data suggests that just under one in ten GB adults (9%) has ever bet on eSports, up from 6% in 2019. Once again, it is predominantly younger players who have driven this growth, with around a fifth of those aged 18-34 claiming to have ever placed a bet on eSports. The figure rises even further among young men, to over a third (36%) of males aged 18-24. The data paints a picture of online gambling in which smartphones are the preferred devices, but laptops, PCs and tablets remain important routes of access. through Yonder’s panel and the sample is
- Key responsible gambling tools: deposit limits, time-outs, and self-exclusion
- Access to reality checks and transaction history via mobile account
- GamCare and BeGambleAware support links within apps
- Ability to set loss limits on a daily, weekly, or monthly basis
- Age verification checks required before first withdrawal
subject to quotas in-line with those
| Age Group | % Who Gambled on Mobile (Past 4 weeks) | Most Common Activity | Average Weekly Spend |
|---|---|---|---|
| 18-24 | 24% | Sports Betting | £18.50 |
| 25-34 | 31% | Online Slots | £32.75 |
| 35-44 | 28% | Sports Betting | £45.20 |
| 45-54 | 22% | Lottery/Bingo | £28.40 |
| 55+ | 15% | Online Casino (Table) | £35.60 |
used for the Commission’s quarterly telephone survey.
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The data also shows that online gamblers aged 18-34 tend to use a wider range of different devices for gambling – 1.7 – than the average of 1.4. While mobile phones remain the dominant device for online gambling, laptops, PCs and tablets halted recent declines in 2020 Laptops are the second most common way of accessing online gambling, used by four in ten online gamblers. Their use for online gambling has been declining in recent years but stabilised in 2020, and they are the preferred route to online gambling for those aged 55 and over. The third most popular way to gamble online is via PC, used by one in four online gamblers, while tablets are used by just under one in five. Like laptops, PC and tablet usage stabilised in 2020 after years of decline.
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These findings are in keeping with a reported growth of 11% in PC shipments in 2020 vs 20191 as more consumers have turned to technology durables while confined to their homes. Smart TVs remain a ‘niche’ way to access online gambling – for now at least Used to access gambling by just 3% of online gamblers, smart TV usage did show significant growth among younger people, with usage doubling between 2019 and 2020 among those aged 18-24 (from 5% to 10%) and 25-34 (from 4% to 8%). With Ofcom data indicating that more than half (57%) of UK homes have a smart TV (up from 42% in 2018), smart TVs appear to have untapped potential for gambling companies to offer online gambling opportunities. Most online gambling is still done within the home, but one in five online gamblers have done so outside the home Unsurprisingly, given the extra time most of us have been forced to spend at home in recent months, ‘at home’ remains the main location where people have gambled online, although the incidence hasn’t shifted notably from the level seen in the previous 12 months. Despite the dominance of ‘the home’, one in five (20%) of respondents had gambled online in other places, particularly those online gamblers aged 18-24 (44%) while less than 2% of those aged 65 and over had done so.
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As home and work life blur into one for many people, and others have been furloughed, it is also unsurprising to note that fewer online gamblers say they have gambled at work (down 4 percentage points in 2020) and while commuting (down 2 percentage points). Despite lockdowns, 8% still say they have gambled online at a pub or club, which reflects the fact that there were periods of lighter restrictions that coincided with some of the data collection. Online gamblers hold an average of three accounts, but a significant proportion of younger gamblers hold more As well as how and where people gamble online, it is also important to monitor the number of online gambling accounts that customers hold. One of the weaknesses of operators’ current approach to customer data is that it is limited to observing a customer’s gambling on their own products. The survey data we collect shows that most gamblers have more than one online account – in fact, the average is around three – meaning that the current data gives a narrow view.