23rd of June 2013 Author: Johnny Karp
The independent UK research company Onavo carried out a study on the UK mobile gambling market generating some interesting data, The Guardian newspaper reports.
Focusing on the iOS platform users, the study results implicate there is a room for adjustment and improvement.
Apparently, active Brit mobile punters using iPhone prefer betting group William Hill to others, with around 4.3 percent of them using at least one sports betting app.
Namely, 38 percent of those iPhone gamblers opt for the William Hill app. The second and third rankings are taken up by Paddy Power's and bet365's products with 32 percent, and 24 percent respectively.
Commenting on the results, Onavo CEO Guy Rosen noted that punters may use several apps: "There's a lot of overlap: people are using a bunch of these apps rather than just sticking with one."
"If you look at the users of bet365, 17 percent of them are also using Betfred, and 10 percent are also using Paddy Power. Or if you look at William Hill, 10 percent are also using bet365. There's a lot of interplay between these," he added.
Explaining that his company analysed data from usage of its Onavo Count and Extend apps, which assist people monitor their data usage, Rosen said that bet365 is the most engaging sports betting app in the UK, with people using it on an average of 5.6 days every month, compared to 4.1 days for William Hill and 3.3 days for Paddy Power.
At the beginning of the year comScore estimated there were 8.65 million active iPhone users in the UK, Guardian reported. Provided that the figure has remained unchanged and taking into account Onavo's 4.3 percent figure, it would mean around 372,000 Brits are using sports betting apps regularly on their iPhones.
Onavo's Insights service has been developed to help developers and brands understand which apps are being actively used on iOS and Android, rather than just downloaded.
"It's all about the active users. That's the key thing that has become the metric that matters, and the industry is waking up to the fact that downloads don't matter. They're a vanity metric where you can fake your way in. What's important is what apps are really sticking around," Rosen says.
According to Rosen, other nations are watching the progress of the UK mobile gambling market as one of the most established in the world in order to plan their activities in the field. He particularly referred to the future operations in US provided that legal and political obstacles are lifted.
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