Silicon Valley market intelligence specialist Onavo published a study showing that 4.3% of all UK smartphone owners use sports betting apps to place bets at least once a month.
With 31 million smartphone users in the UK, according to the Onavo study, 1.5 million UK citizens supposedly use sports betting apps on a regular basis and the number of UK's mobile sports bettors could be even bigger once we add those that place their bets through mobile browsers.
In reality the number is likely to be much smaller as the Onavo study took in consideration only iPhone users, which are estimated by Comscore to be 8.65 million, lowering the number of those that use sports betting apps on their iPhones regularly at 372k.
Onavo also drafted a list of the most popular betting apps, which sees William Hill
at the top, with 38% of UK iPhone sports bettors using it, followed by Paddy Power (32%), Bet365 (24%), Ladbrokes (9%), Betfair (7%), Betfred (6%) and SkyBet (6%).
Bet365 sports betting app engages its users the most, with an average of 5.6 days per month, followed by William Hill (4.1 days per month), Paddy Power (3.3), BetFred (3.1), Betfair (2.5), Ladbrokes (2.3) and Skybet (1.2).
Onavo CEO Guy Rosen told the Guardian: There's a lot of overlap: people are using a bunch of these apps rather than just sticking with one."
Nearly 25% of Betfred users also place bets with either William Hill, Paddy Power or both. The William Hill app is used in conjunction with other betting apps by at least 15% of its users. 17% of Bet365 app users also place bets using the Betfred app, while another 10% are also using Paddy Power. The app with the least crossover is SkyBet, with just 2.3%-5.6% of users of other betting apps also betting with the Skybet app.
While this type of studies are intriguing and reveal that Silicon Valley companies are interested in sports betting and particularly in the mobile betting market, Bookmakers Review invites its readers to look at the study's numbers with a grain of salt as several major UK-facing bookmakers and their popular sports betting apps are missing from the report, indicating that the sample of iPhone owners used for the study was likely to be very small.