Among those interviewed who follow influencers who talk about betting, only 21% said they trust the recommendations, with 34% remaining neutral.
Despite this data, the research shows that half of those interviewed who bet chose the bookmaker based on recommendations from digital influencers.
Consumer perception
The research was carried out with 516 consumers from all over Brazil, considering only people who follow an influencer on social networks.
The data collected shows a perception of insecurity among the Brazilian consumer in relation to recommendations made by digital influencers in relation to the betting market.
Among those who do not follow niche profiles, 57% said they did not feel “at all safe” in using these services on the recommendation of influencers. Among those who consume this type of content, 25% said they trust recommendations.
The distrust is even greater in the case of influencers who are sponsored by bookmakers. 81% of those interviewed consider that there is manipulation on the part of influencers in this case.
The survey also points out that 43% of respondents agree that digital influencers who are associated with sports betting houses or online casinos lose their credibility.
Use of betting houses
The survey shows that half of those interviewed have never used an online betting house, online casino/games or mines (crash game).
Among those who used it, 49% stated that they started using the website or application under the influence of a digital influencer. The most cited bookmakers were bet365, Betano and Blaze.
Never used one: 54%
Fraud or controversies
Amid cases of manipulation of results in football and the popularization of online games investigated by pyramid schemes, the involvement of an influencer in some type of fraud or controversy is a reason for unfollow for 77% of those interviewed.
According to the survey, 65% of Brazilians are following the news about fraud schemes involving sports betting houses, online casinos or mines and digital influencers.
Among them, 74% believe that this news affects the reputation of digital influencers.
In the opinion of 71% of Brazilians consulted in the survey, digital influencers have a responsibility to inform followers of the importance of playing responsibly at sports betting houses, online casinos or mines (crash game).
The full survey can be downloaded here (available in Portuguese).
Source: GMB
