Last year, more than 3.5 million Australians aged 18+ placed a bet of some kind. Twenty one percent of them (or 758,000 people) did so via the internet, according to the latest results from the Roy Morgan Gambling Monitor. This represents a huge increase from 2010, when online punters comprised 14% of Australia’s betting population.
With the proliferation of digital devices available these days, it’s no surprise that an increasing number of Australians are going online to place their bet. In the last 12 months, 17% of bettors used a personal computer or laptop to make a bet, 8% used a mobile phone, 3% used a tablet computer or iPad, and 1% used internet-enabled TV.
Percentage of Australian bettors using the internet to place a bet
Source: Roy Morgan Single Source (Australia), January 2013 – December 2013 (n=3,443).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“With an increasing number of Australians having internet access through a computer, smartphone, and/or tablet, it was almost inevitable that internet betting would become more popular. Indeed, while the overall percentage of Australian adults placing a bet has declined in recent years, the proportion of online bettors is on the rise.
“Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist online betting sites to identify which Australians are most likely to bet online.
“For instance punters who fall within the tech-savvy, high-living Status Matters persona are more likely than the average Australian bettor to use the internet to place a bet (47% versus 21%). Typically well-educated and well paid, and employed in specialised scientific and technological fields, Status Matters individuals are what could be dubbed ‘nouveau nerds’. Switched on and certainly not afraid of taking the occasional risk, their penchant for online betting is a logical extension of their fast-moving, connected lifestyle.”
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Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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