New survey reveals bet365 as UK’s most recognised operator
Stoke-on-Trent-based firm beats out competition in new study as it smashes search volumes and dominates younger demographics
A new study has found that bet365 is the most recognisable operator in the UK.
The research, conducted by Receptional shortly after the conclusion of the World Cup, found bet365 beat out the competition in terms of brand recall, customer choice and search volumes online.
Respondents were asked “which company would be your first choice to place the bet with?” as part of the survey, with bet365 netting 16% of the answers.
Flutter Entertainment-owned Sky Bet (15%) and Paddy Power (14%) were the next two popular brands, with the top three all recording increases on their 2022 performance in the same survey.
However, there were decreases for the likes of 888, Betfair and BetVictor in terms of customer choice, while Virgin Bet soared into the most recognisable brands for 2023.
Source: Receptional
The research also took the top 10 brands named in the survey and cross-checked each operator’s search volume performance.
Collectively, the top 10 brands have 5,459 related keywords, which attract a total of 32 million searches per month
Once again, bet365 came out on top after smashing the competition in its search volume presence. William Hill took second spot in the search volume battle.
Elsewhere, bet365 was the stand-out favourite operator among men with 22% of the vote. Bet365 also came out on top for three age demographics according to the report; 18 to 20, 21 to 30 and 41 to 50.
The favourite operator among women was Paddy Power, with 16% of the vote, but the survey found that women spread their bets across more brands than men.
The study also found that 26% of those who bet in the UK have three or more accounts, with 40% of those surveyed spending more than £20 a month.
Young bettors spend between £20 and £100, while older bettors spend considerably less (£0-£20). However, overall spending is less per month than it was in 2021.
Young bettors are the only age group planning to increase their spending this year.
Source: Receptional
The betting patterns in the US were also revealed as part of the survey.
FanDuel was the top brand in the US, with DraftKings and BetMGM taking silver and bronze, respectively.
US bettors mentioned 43 brands when surveyed, almost double the amount British punters said at 23.
A third of US bettors bet due to friends, social media and influencers, compared to 18% in the UK.
In the US, 41% of those surveyed had three or more accounts, with 74% spending more than $20 per month.
US punters also spent a much longer time researching their bets compared to British punters, with 61% spending more than 30 minutes researching a bet, compared to 31% of Brits.
The survey also found that 29% of US bettors say the option to bet with cryptocurrencies influences their brand choice compared to 8% in the UK.