A new report from Optimove, suggests that NC bettors heading into their first football season with legal online sports betting will bet frequently, budget for betting, and may not maintain loyalty to a single brand.
Optimove, a marketing and customer-data platform, conducted the report to determine betting intentions heading into the 2024-2025 NFL season.
The report had many takeaways, but the most prominent was data showing increased betting frequency during the NFL season.
With the North Carolina sports betting market entering its first football season, these betting trends could also serve as a warning.
Study tracks betting trends of higher income earning bettors
The self-described goal of the Optimove 2024-2025 Consumer Report on NFL Wagering was to provide “an in-depth analysis of the betting behaviors, preferences, and trends among NFL bettors. Key findings from the report include significant increases in betting frequency, confidence, and engagement, as well as insights into the motivations and habits of bettors.”
Optimove conducted a survey “based on queries of 356 US citizens who bet on NFL football fielded in August 2024. Respondents were ages 21-plus, and household incomes were $75,000-plus.”
The income threshold is worth noting here. The 2022 census (most recent reporting) identified the annual US household income as $74,580. That total was down 2.3% from 2020 and over 5% from 2018 (pre-COVID). The World Population Review estimates that the median US household income in 2024 is around $69,200.
Four takeaways for North Carolina bettors
For North Carolina bettors, Optimove’s report has takeaways in four important areas:
– Increased betting frequency.
– Betting trends.
– The importance of budget management.
– Preferred sports betting brands and brand loyalty.
Frequency and bet-type trends
The biggest takeaway is the increase in football betting year over year. The report found that 84% of those surveyed claimed they “definitely will” bet on football games during the next NFL season, up 14% compared to 2023, when 70% said the same. In 2022, just 63% said they would bet on football, which means the figure has increased by 25% in two years.
And these are not just single bets throughout the season. The report found that 71% of bettors would place wagers at least once a week.
Of those bettors surveyed, 68% said they like point spread bets the most. The second most popular bet was over/under and moneyline wagers at 62%.
Live bets during games spiked dramatically year over year, from 61% in 2023 to 85% in 2024. This trend will likely continue into the 2024-2025 NFL season as most major NC sportsbooks roll out robust markets around in-game betting and same-game parlays.
Budgeting, brand loyalty
One of the most encouraging trends was the popularity of budgeting. The report stated that 90% of bettors surveyed manage a budget for betting, with most setting either weekly or seasonal budgets.
We find this news encouraging, but we again note the demographic. Bettors with more disposable income have more money with which to budget. The study found that 32% of bettors typically wagered $11-$50 on a single bet while another %29 wagered between $51-$100. These single bet amounts comprise some or all of a lower-earning bettor’s entire budget.
While respondents mentioned DraftKings (24%) and FanDuel (22%) as their most-used sports betting platforms, brand loyalty was not necessarily a factor. Of the bettors surveyed, 68% said they use two or more sportsbooks each week, and 42% said “free bets” are their driving factor in choosing a sports betting operator.
Optimove recognized this in its report, stating:
“While DraftKings (24%) and FanDuel (22%) were the top two branded name sites identified and preferred by NFL bettors, it must be noted that in 2023, our survey revealed that 23% of sports bettors said that they have no preference. It underscores that brand loyalty is fleeting in NFL sportsbooks.”
With such large increases across the board for betting during the NFL season, there is a fifth significant takeaway: awareness of responsible gambling practices and resources.
Responsible gambling in the spotlight this football season
Football season will lead to a spike in betting and a boost of promotional spending by sports betting operators in North Carolina and beyond.
But with that spike in sports betting interest, bettors are at more risk of falling into irresponsible gambling habits. According to the report, a whopping 66% of respondents admitted they bet more than they could afford or originally were willing to lose.
Some might have gone past their originally stated budget because of the fun they were having. Ninety percent of respondents to the Optimove survey said that betting enhances their enjoyment of the game.
This makes setting bet limits through a sports betting operator important. To that end, only 7% of respondents used budgeting tools in their preferred sports betting apps.
As North Carolina sports bettors prepare for their first football season with online sports betting, it is important to be aware of responsible gambling resources.
The state Department of Health and Human Services operates the North Carolina Problem Gambling Program and offers online and in-person resources for those struggling with gambling problems.
The More Than a Game program provides immediate support via phone calls, texting, and live chats on its website. People can also contact the North Carolina Council on Problem Gambling for help.
For more information on these groups and others, visit NCSharp’s responsible gambling page.
NCSharp has also prepared a list of North Carolina sportsbooks that outlines each operator’s responsible gambling efforts for new bettors looking to find their best options.
Image Credit: Jack Dempsey / AP Images
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