Online Fantasy Sports Betting Customer

Goals

To inform a marketing campaign for a fantasy sports betting company by determining the media habits, demographics and psychographics of the typical online fantasy sports betting customer as well as completing an assessment of media outlets that typically target this consumer group.

Early Findings

Key Findings

  • An extensive review of credible media sources (e.g., Vox), industry reports (e.g., Gambling Sites), data aggregators (e.g., Statista) and fantasy sports / betting associations (e.g., Fantasy Sports & Gaming Association) revealed that there is limited, publicly available information on the typical online fantasy sports betting customer.
  • This is likely due to the highly specific nature of this cohort, given that it is not only interested in sports betting, but more specifically in online sports betting for fantasy sports.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that addressed the stated goals of this research.
  • However, a 2018 survey by the Fantasy Sports Trade Association (FSTA) found that there is a "substantial overlap" between those individuals who play fantasy sports online and those who participate in sports betting.
  • In particular, most (78%) of fantasy sports players place bets on sports, while a similar majority (75%) of sports bettors play fantasy sports.
  • Given this overlap, as well as the availability of data on the typical fantasy sports player, we recommend assessing the media habits, demographics and psychographics of the online fantasy sports player as a proxy for the online fantasy sports betting customer.
  • Additionally, given that available data on fantasy sports players and betters appears to be segmented by state/country, we recommend proceeding by focusing on the US consumer for these services.

Proposed next steps:

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