The big investment that sports betting platforms have been making in the Brazilian media is resulting in the proposal to expand knowledge about the segment.
The research commissioned by Resenha Digital Clube (a network of digital sports channels) from Opinion Box (a company specializing in market research), highlighted that nine out of ten people who follow sports news or a series of sports channels are aware of a betting brand.
Named “Consumers of Sports Content”, the research assessed the habits of the public who usually browse social networks and digital channels to find out news and information about the world of sports.
At the same time, previous research has already revealed that bettors do not always take into account the reliability of the betting site.
Methodology
The "Sports Content Consumers" survey was carried out between March 11 and 25, in the online environment, from the Opinion Box Consumer Panel. This set seeks to reflect an extract of Brazilian society and includes men and women over 18 years old, distributed in all regions of the country, covering all social classes.
'Bets': most remembered brands
Among this group of people who are aware of the existence of betting platforms, Opinion Box asked which brands people registered with.
Two of them practically tied in this aspect of brand recall: bet365 (with 66%) and Betano (with 64%) of negotiations.
Sportingbet (49%), Blaze (40%), 1XBet (35%), EstrelaBet (34%), Betfair (32%), BetWay (17%), Bodog (13%) and Novibet (12%) were also mentioned.
Despite the knowledge, the research showed that the segment still has great potential for growth in the national market, as four out of every ten consumers interviewed do not share the use of these betting platforms.
The study also mapped that the group with the greatest intention to use betting are men, aged 30 to 39. In this group, the preferred bookmakers are Bet365 (mentioned by 43%), Betano (mentioned by 28%) and Sportingbet (mentioned by 25%).
Brands and naming rights
In relation to brands, sectors such as banks and financial institutions; sports betting houses; drinks industry; credit card brands; and telephone and broadband companies are the most remembered for their support of sport. Naming rights partnerships were also addressed. According to a survey by Resenha Digital Clube, Morumbis, São Paulo's partnership with the Mondelez chocolate brand, is the most remembered by fans, followed by Neo Química Arena and Allianz Parque.
Sports consumption channels
The democratization of internet access allows digital channels to become increasingly protagonists in sports consumption. An example of this is WhatsApp being considered the main network for consuming and sharing information about sport, according to the study, with frequent use by 92% of respondents. Instagram appears in second place, mentioned by 88%, followed by YouTube, with 77% of mentions.
Source: GMB
