James Mundell, Director, YouGovConsumer Research
New YouGov custom research underlines how important the World Cup has been in attracting new customers to betting companies.
YouGov’s research reveals how the scale of excitement and enthusiasm generated by the tournament has translated into involvement into betting, whether that was in a fun office-based competition, or with an established betting organisation.
The study shows that 14% of Brits (around seven million people) took part in a World Cup sweepstake with their friends, family or workplace, including almost a quarter (24%) of full-time workers.
Outside of the work environment, YouGov data suggests that six million people in the UK placed a bet on the tournament, either in a traditional high-street betting shop, or online (equivalent to 12% of the adult population). Crucially for online brands, more than three times as many people placed their bet online than in a physical bookmaker.