Optimove has released a survey providing numerous insights into user behaviour related to online gambling in the US.

Conducted between September and October of this year, the survey garnered the participation of 396 US citizens aged 21 and above and collected data focused on the dynamism and preferences held for the US-based and facing iGaming industry.

Among the most significant insights included were that 85 percent of online sports bettors in the US interact with iGaming platforms weekly. Out of which, 34 percent of bettors make multiple daily visits to various platforms.

It was found that 76 percent of respondents prefer betting on sports with 56 percent of users here favouring live betting and 70 percent choosing single bets over parlays.

Player loyalty

Competitive odds were cited by 40 percent of participants as a primary driver of player loyalty.

In addition to this, user-friendly interfaces and generous bonuses were also referenced as important factors for user retention with 23 percent of participants citing one or both of these as factors.

Reliable payment method approval was also explored with 58 percent taking this into consideration.

Platform selection roughly influenced platform selection for half of the sample size.

Recommendations

The survey yielded several recommendations from Optimove focused on sustained player satisfaction.

These included key elements such as faster loading times, improved mobile compatibility, and simplified site navigation.

Optimove also encourages the introduction of a few highly sought-after features such as e-sports betting and cash-out options which the company suggested would both improve player satisfaction and retention.

Responsible gaming

Player protections and responsible gambling tools were identified as vital components, and described as crucial trust-builders by Optimove.

Significantly, 90 percent of all participants actively set betting limits with 56 percent making use of further gambling resources.

The report also highlighted the need for operators to purposefully promote responsible gambling initiatives, underscoring that such efforts would not simply benefit player safety but notably enhance operator reputation and customer retention rates.

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