Competition between online bookies is strong and they are winning out over physical bookmakers. More people bet online than in TAB shops, according to the latest research from Roy Morgan.
Roy Morgan claims that four times as many people placed bets online than in TAB outlets, over an average three month period in the year to June 2014. That's 207,000 Australians over 18, or 1.1% of the population, compared with just 53,000 (0.3%) who went into a TAB agency, according to its data.
TAB outlets in pubs were second to online bookies with 137,000 punters (0.8%) placing bets.
The research group used its Helix Personas segmentation tool to identify which groups are more likely to bet online, or in person.
Angela Smith, group account director of consumer products at Roy Morgan Research, said: “With digital technology playing an ever-more central role in our lives, it is not surprising that the internet has overtaken TAB agencies and outlets as the most popular way to place a sports bet. Yet while the number of people using TAB agencies has halved in the last decade, TAB outlets in pubs and clubs remain popular.
For more on the sports betting landscape read the Sports Marketing Special Report in the latest issue of AdNews in print, out Friday (19 September). We look at how digital rights are changing the game, sports betting and loyalty marketing in sports. Subscribe to the print mag here or get it on iPad.
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