Young Male Users' Perceptions of UK Mobile Sports Betting Apps
Authors: Bolat, E., Staniforth, D. and Arden-Close, E.
Conference: Current Advances in Gambling Research
Dates: 19-21 June 2024
Abstract:This study critically examines the integration of responsible gambling content within the UK's mobile sports betting apps and young male users' attitudes towards these measures. The research emerges from growing concerns over gambling companies' responsibility, particularly as some mobile sports betting platforms may bypass standard gambling regulations. With mobile apps being the primary betting medium among young UK males, this issue gains urgency.
The investigation employed a three-pronged approach: a content analysis of the top ten UK sports betting apps, a web-based eye-tracking study analysing young adults' engagement with responsible gambling content, and a survey of 97 young male, non-problem gamblers.
Key findings reveal a disconnect between awareness and usage of responsible gambling features, particularly among users aged 18-22. Interestingly, the format of responsible gambling content (text, video, images) significantly shapes young males' attitudes and usage habits. While positive attitudes towards these features don't necessarily improve recall, they do influence actual usage.
This research is the first of its kind to scrutinize the presence and impact of responsible gambling elements in mobile sports betting apps. Its innovative methodological blend, especially the use of eye-tracking technology, offers new insights into how young male bettors interact with and perceive responsible gambling practices. The findings provide a nuanced understanding of the current landscape of mobile sports betting in the UK and underscore the importance of content presentation in promoting responsible gambling behaviours among young users.
Source: Manual