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William Hill Mobile Sports Betting App Most Popular in the UK

Jun 25, 2013

William Hill app popularity
William Hill app

Bet365 app has less users, but they use it more often.

According to fresh research released a few days ago by mobile intelligence company Onavo, mobile sports betting applications have been increasingly popular in the UK.

The company had been gathering data on iPhone gambling app use throughout May, looking at market share and the frequency of player engagement.

Although the research did not cover Android sportsbooks or any mobile casino games, it provides an interesting snapshot of the particular market segment, which it examined.

The most important finding of the Onavo Insights study is that around 4.3% of UK iPhone holders use their devices to wager at least once a month using a dedicated application. Calculating with a rough estimate of 10 million British iPhone owners, this means a minimum of 430,000 punters each month.

The company also found that William Hill’s mobile betting app was the most widely utilized one, used by 38% of mobile sports betting fans. William Hill was no doubt boosted during the study period by its special promotions that marked the app’s recent launch.

PaddyPower came in second with a 32% market share, followed by Bet365 at 24%. Ladbrokes, Betfair, Betfred and Skybet have less than 10% adherents each.

The total in fact adds up to more than 100% because a significant portion of players use more than one app.

The numbers also appear to indicate that William Hill needs to do more than just a “launch special” to keep punters engaged, since players used the downloaded app on just 4.1 days per month. This is in contrast with Bet365’s smaller but more active player base, who used their application on 5.6 days during the same month.


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