Causeway Solutions | Raising the Stakes for Marketing to Sports Bettors

Raising the Stakes for Marketing to Sports Bettors

While playing sports gets the heart pumping, for some people, betting on games is an adrenaline rush.

Sports betting has spiked in popularity in the U.S. thanks to increasing legalization of gambling platforms coupled with massive advertising spend. In fact, a third of consumers (33%) have engaged in some form of sports betting in the past year, according to Mintel. Over half (58%) of these bettors placed wages at least once a week.[1]

Causeway Solutions is keeping an eye on sports betting action to provide insights and data analytics to give marketing strategies a winning hand.

The results from a recent survey show that sports betting continues to be a popular activity, with about 26% of the population reporting that they’ve placed bets in the last two years. This is comparable to the May 2023 figure of 28%, indicating a stable interest in sports betting.

Demographics of Sports Bettors

Demographic analysis reveals that the majority of sports bettors are male, comprising 71% of the group, compared to an average male representation of 46%. However, women are also participating, accounting for 29% of bettors—an increase from the 2023 survey, where the percentage of male bettors was slightly lower.

Survey Question: In the past two years, have you bet on a professional sports event such as baseball, basketball, or football, either in person or online?”

Sports Bettors by Gender

Causeway Solutions Monthly Survey

Sports bettors are more likely to be in the 25-34 age range, while those aged 55 and older are less represented. Interestingly, the age profile has shifted this year, with a greater percentage of bettors now over 45 compared to 2023. In 2023 41% were over 45 while now 60% are over 45.

Causeway Solutions Monthly Survey

Education and Income Insights

There has also been a notable increase in educational attainment among bettors. Last year, 49% of sports bettors had a college degree or higher, which has risen to 56% this year. Income analysis shows that sports bettors are more likely to earn over $100,000 annually and less likely to fall below the $50,000 mark, with middle-income levels similar to the general population.

With the growing popularity of sports betting, marketers in the hospitality, travel, sports, and entertainment industries will look to raise the stakes on their advertising campaigns. Turn to Causeway Solutions to get data insights and gain an edge on this target audience. Email [email protected] for data analytics on the sports betting dynamics, demographic shifts, and engagement levels.

About Causeway Solutions’ Monthly Surveys

Causeway Solutions has conducted a monthly online survey of U.S. Adults 18+ for more than 3 years. The data offers snapshots into consumer attitudes and behaviors, which support industry trends. Insights include optimism about the economy, plan to purchase and media usage. Causeway Solutions offers key industry profiles, including healthcare, entertainment, sports, travel, restaurants and more.

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Sources

“US Sports Betting Market Report 2024,” Mintel

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