Who visits betting sites in Ukraine?
Every month more than 5.5 million PC users in Ukraine visit online betting sites. What is the visitor profile for these websites – how old are the visitors, and what are their occupations? Gemius’ analysis provides the answers.
Betting sites are visited by almost a third of all Ukrainian internet users who use PCs – a total of over 5.5 million people (gemiusAudience, July 2016). The most popular betting site online is Parimatch.com, which is visited monthly by nearly 4.7 million internet users. In the second place is Favbet.com, which is visited by more than 3.2 million internet users per month.
You live online, you play online?
Among the factors that define the Ukrainian internet user, the one displaying the strongest correlation with visits to online bookmakers is frequency of connecting to the Internet. Betting sites are visited by 95.3 per cent of people who visit the Internet every day or almost every day. Among those who use the Internet a few times a week, only 4.1 per cent visit betting sites. Meanwhile, in the group of people who visit the Internet once a week or a few times a month, the percentage of those who visit betting sites is 0.2–0.3 per cent.
Men before women
In the analysis of the demographic data of PC users, it can be noted that slightly more men than women visit betting sites (53.4 per cent vs. 46.6 per cent). In addition, younger people – those below 44 years old – visit more frequently. The highest percentage of users of these websites is detected in the age group 25–34, where 31.6 per cent of PC users visit betting sites.
Education plays no role
The data does not indicate a clear relationship between education and frequency of visits to betting sites. People with a higher education visit these websites almost as often as those with vocational training (38.9 per cent vs. 34.1 per cent). A clearer pattern is observed when looking at the data on internet users’ occupations. Betting sites appeal to highly qualified specialists (23.3 per cent) and physical workers (16.5 per cent), as well as students (16.6 per cent). White-collar workers (office and management staff) visit these websites rarely (much like housewife and the retired).
The analysis covered traffic on PCs.