Mobile betting in Australia is on the increase, despite a recent report showing the total number of wagers has dropped since 2012
According to study carried out by market research company Roy Morgan, Aussies placed 3.4 million sports bets in the 12 months to March 2018. Compared to the company’s 2012report, that figure is 300,000 bets lower than it was six years ago.
Betting Activity Has Decreased
The news that Australians are less active now than they were in 2012 will come as a surprise to those opposed to gambling in all its forms. While that data is unlikely to silence the critics, it is a signal of how the industry is evolving.
Further evidence of change came courtesy of the online betting sector. From the 2012 report, 15.7 percent of sports fans placed their bets online. In contrast, Roy Morgan’s 2018 overview shows that number has now increased to 34.1 percent.
Interestingly, however, the uptick in online activity isn’t thanks to desktop users. Between 2012 and 2018, the number of people betting via their computer changed by just one decimal point from 15.2 percent to 15.1 percent.
With desktop wagers hitting a plateau, it was left to mobile users to boost the activity levels. Comparing the number of bets made between the two review periods, Roy Morgan’s researchers found that 22.7 percent of customers now ante up using their mobile compared to 5.6 percent in 2012.
Tabcorp Still Dominates
As well as compiling stats for the Aussie betting industry at large, Roy Morgan’s report confirmed Tabcorp’s standing as the country’s leading bookmaker.
The Melbourne-based operator currently holds a market share of 17.9 percent, while Sporstbet.com and Crownbet have 12.9 percent and 6.3 percent respectively.
While the increase in mobile activity is one of the major takeaways from the report, Roy Morgan CEO Michele Levine believes that operators may be missing the more significant point.
“What is clear from these figures though is that a majority of Australians who bet still don’t bet via the Internet.”
Over two-fifths of Australians who bet have not used the Internet to place a bet and these are the key market companies offering online betting need to target to grow their revenue,” Levine said in a June 18 press release.