Oddschecker’s year in numbers: 97% of site visits result in betting activity
Nielsen data analyses oddschecker users’ habits while bet365 wins the click-through battle
A survey carried out by data and market measurement firm, The Nielsen Company, on behalf of oddschecker throughout 2021 has revealed that 97% of visits to the odds comparison site result in betting activity.
Only 13% of this activity, however, is traced back to oddschecker with most people preferring to place their bets directly with a bookmaker.
In data broken down over the duration of 2021, it revealed that after visiting oddschecker, 43% were likely to bet directly on a bookmaker’s website with a further 39% doing so directly on their app. A total of 8% use the clickout feature to place the bet via the operator on the oddschecker site and 5% do so directly on the site.
The data goes on to reveal that grid integrated bookmakers attract an average 80% higher brand awareness when comparing users of the affiliate than non-users.
Ahead of its sale to 888, William Hill topped oddschecker’s acquisition chart over the year with soon-to-be stablemates 888sport leading in H1. Paddy Power and Betfair had a strong H2 following some aggressive customer offers. The three at the top of the acquisition chart at the end of the year were Hills, Paddy Power and Betfred.
In terms of clickshare throughout the year, bet365 garnered the most click-throughs every month for both football and horseracing.
Horseracing saw some familiar faces jostling for the top spots including Betfair, Sky Bet and Paddy Power while exchange sites Spreadex and Betfair Exchange disrupted some of the traditional bookmakers when it came to football clickthroughs.
The site also saw an increase of 46% in new accounts opened through the site flying in the face of those who said the sustainability of the numbers of accounts opened in 2020 was not possible.