New Commercial Intelligence division at Clarion releases game-changing consumer research

31 October 2013

LONDON -- (PRESS RELEASE) -- Recent attendees at the European iGaming Congress & Expo (EiG) 2013 in Barcelona were treated to a world exclusive of potentially "game-changing" findings from a new consumer survey, "Awareness, Attitudes and Motivations – U.K. Mobile Gambling 2013." The Commercial Intelligence survey, a joint venture between Clarion Events Ltd and Vivid Interface, interviewed 2,000 mobile gamers across the U.K. to explore issues around brand awareness and usage, motivation, attraction and influences, attitudes to and frequency of playing, spend, multiple account usage and crossover playing. The survey also examined sports betting, casino, poker and bingo players as well as the key 15% of mobile gamblers who are active across all of the four main types of mobile gaming.

Discussing the presentation, Geoffrey Dixon, Managing Director and Head of Research at insights company Vivid Interface, said: “We undertook the survey in order to develop a greater understanding of consumers’ behavior, their awareness, attitudes and motivations - in what is an incredibly fast-moving and dynamic sector. The findings will get underneath the fingernails of the subject matter and help brands navigate this complex and highly competitive commercial terrain.”

Julian Graves, from Clarion Events, commented: "This is an in-depth and thought-provoking study, the results of which will help gaming brands deploy commercial strategies and, most importantly, review their marketing performance against that of their competitors. The wide-reaching report analyzes mobile betting activity by gender and age as well as socio-demographic variations and usage patterns, and examines the differences between new gamblers influenced to begin gambling on mobile devices and those more established players introduced to gambling through brick-and-mortar or online channels. It's a must read."

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