Eilers & Krejcik Gaming offers a clearer picture of American sports bettors with the release of its survey, "Why Americans Do (And Don't) Bet On Sports," which surveyed nearly 3,000 Americans covering hundreds of data points related to legal sports betting.

"For all of the hype surrounding the spread of regulated sportsbooks, there's still a massive amount of ambiguity around how Americans will actually interact with legal sports betting," said Chris Grove, a partner at Eilers & Krejcik and director of the firm's sports betting practice. "Our latest survey provides an additional tool for anticipating how consumers are likely to respond to the rapid expansion of state-sanctioned betting on sports."  

The survey provides a detailed assessment of four segments of American consumers:

  • Mainstream Bettors: A composite picture of all active sports bettors in the U.S.
  • Engaged Bettors: Those with the highest involvement in sports betting among active bettors.
  • Interested Non-Bettors: Those who are not active bettors but would consider betting on sports.
  • Uninterested Non-Bettors: Those who don't bet now and don't intend to.

Key findings of the survey include:

  • Professional football is the dominant sport among bettors, with 93% of Mainstream Bettors reporting that they bet on an NFL game in the last 12 months.
  • 41 percent of Mainstream Bettors are "somewhat satisfied" with their current betting method, and 45 perecent are "extremely satisfied," pointing to a major challenge for legal sportsbooks hoping to win bettors away from bookies and illegal offshore betting sites.
  • Betting on esports is more popular than some might imagine. 27 percent of Mainstream Bettors report wagering on an esports event within the last year.
  • Mainstream Bettors report being the most comfortable betting on sports with a casino brand (70 perent) or a sports organization (66 percent). A state lottery brand followed far behind at 47 percent, with media and fantasy sports brands rounding out the list at 42 percent each.
  • The majority (61 percent) of Interested Non-Bettors (those who don't bet now but would consider it) are female.
  • 40 percent of Interested Non-Bettors report that legalization would positively influence their attitude toward sports betting. Only 5 percent of Uninterested Non-Bettors said that legalization would positively impact their attitude toward sports betting.
  • Sports betting brand preference among Interested Non-Bettors differs markedly from Mainstream Bettors. The top pick among interested non-bettors? Lottery brands (68 percent), followed by casino brands (50 percent) and sports organizations (48 percent). Media brands (27 percent) and fantasy sports brands (11 percent) trailed far behind.

For more information or to subscribe to Eilers & Krejcik Gaming's research products, visit www.ekgamingllc.com.