More women than ever before are using sports betting apps. That’s according to a recent Global Wireless Solutions (GWS). The survey found that United States online sportsbooks are gaining female customers faster than male customers.
Over 4.6 million new female users joined sports betting apps last year, a 115% increase from 2020. Male users continue to outnumber female bettors by around 250%, but women are logging on in record numbers at increasing rates to place wagers. The effect is so pronounced that at least one operator now has more women than men in its database.
The GWS study data found that FanDuel and DraftKings attracted more new female users in the US last year than any other sports betting operator. GWS estimates that 1.7 million women joined FanDuel Sportsbook in 2021. Meanwhile, DraftKings Sportsbook gained around 900,000 new female customers.
BetRivers and SugarHouse recorded many new female users, too, so much so that they now have more women than men in their player bases.
GWS estimates that 600,000 women signed up for new accounts with both brands last year. Now, the collective userbase between Rush Street Interactive brands stands at 54% female and 46% male.
Not surprisingly, GWS also found that the younger generations drive most of the traffic to online sports betting apps. Last year, bettors aged 25-44 logged twice the monthly usage of any other age group.
GWS found that most bettors are accessing sports betting apps intermittently, with 64% of users “engaging” with sportsbook apps about five weeks a year. However, the top 5% of users account for over half of all betting app usage, and the top 20% account for 83% of total use.
While women are signing up for new sports betting apps at a higher rate than ever, they tend to use them less frequently throughout the year. The study found that 70% of female users use sports betting apps for between one to five weeks per year.
Are sportsbooks marketing themselves better to women, are women just taking it on themselves to dive into sports betting, or is there something else at play?
It’s unlikely that husbands or boyfriends are convincing their female partners to sign up for accounts to claim additional bonuses – at least in large numbers. A quick read-through of the terms and conditions associated with any sports betting bonus will reveal that legal betting sites only issue one bonus “per IP address and household” for exactly this reason.
Another possibility that involves significant others could be competition. Women are in constant competition with their husbands. It could also be that women are just becoming more engaged due to the ubiquity of sports betting in the USA, increased female attendance at sports events, and a general increase in women’s interest in sports.