Sports betting adults are more affluent, younger, more diverse and better educated adults than the general population, according to an American Gaming Association (AGA) commissioned study from Nielsen Sports. The research identifies groundbreaking demographic and behavioral characteristics of self-identified bettors who the AGA believes will populate the future legal U.S. betting landscape. A second, forthcoming element of the project will estimate the amount of revenue this demographic can help unlock for the major U.S. sports leagues.
Among this crucial demographic for sports leagues and broadcasters, 71 percent of those research participants who currently bet with a bookie say they would shift some or all of their betting activity to a regulated market if they had access to a legal platform. According to Nielsen Sports, 44 percent of sports bettors are adults under the age of 35, as opposed to 31 percent of the general population. Twenty-nine percent of bettors earn a household income of more than $100K, almost double the proportion of the general population.