More than three quarters (79 per cent) of UK adults think online gambling is badly marketed, with advertisers not targeting the right audience, according to research from IgnitionOne.
The ‘Betting on Digital’ report, a joint effort between IgnitionOne and polling firm ComRes, surveyed 2,000 UK adults, 604 of which are active or previous online gamblers.
It revealed that two thirds of respondents are concerned about the amount of advertising for online gambling companies, while only one in five believe advertising for these companies targets the right audience.
Eleven marketers were interviewed as part of the survey, and many of their comments chimed with those made by the consumer responses, such as the fact TV advertising remains a ‘strong’ brand awareness medium for marketers and helps drive web traffic.
However, marketers also believe TV is competitive and expensive, and less accountable than digital advertising.
Many of the 604 respondents who are active or previous online gamblers said online and TV marketing channels are ‘equally important’ as factors in driving them to use an online gambling site.
Other important drivers that influence where people gamble online is the quality of the product; in particular, an easy user experience (73 per cent), the quality of the game (69 per cent) and being offered regular discounts (65 per cent).
On top of advertising influence and usability, corporate responsibility also weighs heavily on the minds of the British public, according to the report.
Nearly half of current online gamblers (45 per cent) say they’d be likely to place a bet with an gambling website if they knew that the brand behind it was contributing financially to the research, education and treatment of problem gambling.