CONSUMER&

BRANDBrandKPIs

for

online

betting:

Sky

Betin

the

United

KingdomConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

SkyBet’s

performance

intheonlinebettingmarket.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202480%

of

Sky

Bet

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SkyBet’s

brandingresonates

more

withMillennials?SkyBet

generally

appealsto

men

more

than

women?SkyBet

ranksfirstinawareness

withintheonlinebettingmarket?Thepopularity

ratingof

SkyBet

is

28%?SkyBet

ranksfirstinusage?Among

SkyBet

enthusiasts,47%

fallunderthehigh-income

category?Consumers

want

theironlinebettingbrandstohave?Interms

of

loyalty,SkyBet

isthirdinthe

Unitedhonesty

/trustworthiness,

reliability,

and

highvalueKingdom?SkyBet

hasascore

of

32%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Sky

Bet

at

83%Brand

profile:

snapshotBrand

performance

of

SkyBet

inthe

UnitedKingdom83%80%32%28%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

betting

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),n=1,037,

respondents

who

know

the

individual

brand

(popularity),

n=1,037,

respondentswho

know

the

individual

brand

(usage),

n=232,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,037,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sky

Bet’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSkyBet

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatSkyBet

islikedby6%

ofBaby

boomers

and25%

ofGenXers,

whereas

thetotalshareof

industryusers

is8%and23%,

respectively.26%25%25%23%ForMillennials

andGen

Z,

45%

and

25%

feel

positivelytowards

SkyBet,

versus

43%

and

26%.

Socurrently,

forSkyBet,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=289,

SkyBetenthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Sky

Bet

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SkyBet

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SkyBet

hasalower5%9%34%66%40%60%66%

ofmen

likeSkyBet

compared

to34%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

useonlinebettingcompared

to

40%

of

women.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.93%88%5%

of

SkyBet

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=289,

SkyBetenthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sky

Bet

enthusiasts,

47%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.14%17%Single39%18%19%47%CoupleSingleparentNuclear47%

ofSkyBet

enthusiastsarefromhigh-income

households.SkyBet’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

44%

of

SkyBetenthusiastshavethiscurrent

livingsituation.9%9%44%36%32%29%33%Multi-generational2%3%10%12%ExtendedOther20%3%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=289,

Sky

Betenthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

betting

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

onlinebettingbrandsForonline

betting,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

and

highvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%SkyBet

users

also

appreciatethese

keyattributes,indicating

SkyBet

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatSkyBet

enthusiastsareleast

focused

on

areinclusivenessandsustainability.ReliabilityExclusivitySkyBet

shouldwork

onpromotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

betting,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

toonline

betting,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=232,

Sky

Betusers’,n=289,

SkyBet

enthusiast,

n=692,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sky

Bet

fans,

33%

state

that

they

get

excited

about

online

bettingservicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlinebettingingeneral?45%37%35%33%33%30%28%25%24%20%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutonlinebettingservicesIliketotalkabouttopicsrelating

toonlinebettingBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

betting

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=289,

SkyBetenthusiast,

n=692,

online

bettingusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Sky

Bet

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

betting,the

averageawareness

ofabrandinthe

United

Kingdomis49%.Awareness

ofSkyBet,

however,

is

at83%.Awareness28%

ofUK

onlinebettingusers

saytheylikeSkyBet,compared

to

anindustryaverage

brandpopularity

of18%.22%

ofindustryusers

intheUnitedKingdomsaytheyuseSkyBet,

withtheaverage

usageof

abrandat13%.BuzzPopularity80%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.SkyBet

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

32%

comparedto18%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Online

betting

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),n=1,037,

respondents

who

know

the

individual

brand

(popularity),

n=1,037,

respondentswho

know

the

individual

brand

(usage),

n=232,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,037,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sky

Bet

ranks

first

in

awareness

within

the

online

betting

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSky

BetRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sky

Bet83%82%81%80%80%79%78%68%59%53%17%2LadbrokesBetfred34WilliamHillbet3655Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Paddy

PowerCoral78BetfairOutofallrespondents,

83%

were

aware

of

SkyBet.Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.83%9BetwayAwarenessN/A10888sport13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Sky

Bet

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSky

BetRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Sky

Bet28%28%27%24%21%21%20%20%19%18%2Paddy

Powerbet36528%34LadbrokesWilliamHillCoralOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

SkyBet.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.567ManBetXBetfair72%89BetwayPopularityN/A10Sportsbet.io14

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,037,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sky

Bet

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSky

BetRank#

BrandUsage

%22%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlinebetting,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1Sky

Bet22%2bet36522%3Paddy

PowerLadbrokesWilliamHillBetfair21%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

SkyBet.

This

ranksthemfirstcompared

tootherbrandssurveyed

inthismarket.418%516%615%7Coral14%8Betway14%78%9SportNationSportsbet.io13%UsageN/A1012%15

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,037,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Sky

Bet

is

third

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSky

Bet’sconsumersRank#

BrandLoyalty

%83%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WilliamHillLadbrokesSky

Bet20%281%380%4bet36579%5Paddy

Power888sportSportNationBetway76%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

betting,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%873%80%9Betfair73%Outofrespondents

whohaveused

SkyBet,

80%

saidthey

would

usethebrand

again.LoyaltyN/A10Unibet72%16

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=232,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sky

Bet

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSky

BetRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Paddy

Power2bet36532%32%3Sky

BetLadbrokesBetfair32%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutSky

Bet

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.424%522%6WilliamHillBetfred888sportBetwayCoral20%719%68%819%918%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,037,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyo