BLOG | by Charlie Dundas
Do gamblers use social differently to the rest of the population?
Later this autumn, YouGov will be publishing a White Paper which tackles honesty on social media platforms. It will cover attitudes towards the importance of honesty on these networks and ask whether we are more or less forgiving of unreliable content when it comes from, for example, influencers or companies.
That got us to thinking about the social media habits of gamblers. We wondered whether regular gamblers showed the same social media habits as the general population or if they tended to behave differently when it came to consumption of this type of content.
For the purposes of this piece, we defined gamblers as those who have placed a bet online, in a shop or both in the past month. Then we compared them to the general population.
To be honest, we didn’t expect to see too much difference between the two groups because in other areas of media consumption gamblers tend to closely mirror the general population. For example, they watch almost identical amounts of television and are just as likely to have read a newspaper as the rest of the country in the past month.
But on social media consumption some differences did appear. For a start, gamblers are much more likely to never use social media. Eight percent of gamblers told us that this was the case for them, compared to just 5% of the general population.
On the most commonly used social platform, Facebook, gamblers are almost as likely to be visitors as the rest of the public. But across all social networks you are less likely to find gamblers than you are the rest of the general population.
In most cases this difference is small but in the case of Instagram, for example, the variance is larger. So if you’re a gambling marketer without a particular segment in mind, you may be well-advised to spend the lion’s share of your resources away from The Gram.
On top of being less likely to visit social platforms, gamblers are also less likely to engage in activity while there. For example, they are significantly less likely to share content which they find interesting or entertaining or to follow people who they find interesting.
Although the most common reason for using Facebook was to keep in touch with friends, gamblers are still less likely to do so than the general population.
And while it’s not strictly a social platform, gamblers are also less likely (34% to 39%) to be current users of WhatsApp too … Maybe, they’ve got better things to do.
And has 32Red’s Wayne Rooney sponsorship shifted the needle yet?
32Red not yet off the mark with Rooney deal
You may have noticed last month an extension of the deal between 32Red and Derby County Football Club. The expanded partnership tapped into the signing of a young footballer called Wayne Rooney. In a complete coincidence, Rooney will wear the number 32 shirt when he turns out for the club in the New Year.
Both the Rooney signing and 32Red’s involvement in it attracted plenty of media attention and we took a look at whether the deal has moved the needle in terms of football fans’ perception of the brand. While the gambling company enjoyed a nice uplift in our Attention metric (Have you heard anything positive or negative about the brand?), that has yet to translate itself into higher Consideration for 32Red.
The deal however is still in its early stages and we’ll keep a close eye on its performance once Rooney starts turning out for the Rams. If the Rooney ‘brand’ subsumes Derby like Frank Lampard’s did last season, it may turn out to be marketing money well-spent.
BLOG | by Charlie Dundas
With over 15 years’ experience in the sports and sponsorship field, Charlie’s role at YouGov Sport (SMG Insight) is to develop new market opportunities as the company continues to grow internationally. He also assists established and future clients to get the most from YouGov Sport’s market-leading tools and research techniques.