A new report by Microsoft on the performance of gambling brands on the Bing search engine in the UK shows that bet365, Paddy Power and William Hill achieved the highest search volumes across all devices in 2015.

The report reveals that for the 12-month period ended September 2015, bet365 was the top gambling brand in terms of searches via PCs and mobile devices across Bing and Yahoo sites, while William Hill came out on top for tablet searches.

bet365, Paddy Power and William Hill took the top three position across all devices, with Betfair and Ladbrokes making up the top five.

Top Gambling Brands Searched on Bing - 12 Months to September 2015

    PC   Mobile   Tablet
1   bet365   bet365   William Hill
2   Paddy Power   William Hill   bet365
3   William Hill   Paddy Power   Paddy Power
4   Labrokes   Betfair   Ladbrokes
5   Betfair   Ladbrokes   Betfair
6   Coral   Sun Bingo   Betfred
7   Betfred   Tombola Bingo   Coral
8   Gala Bingo   Gala Bingo   Gala Bingo
9   BetVictor   Mecca Bingo   Sun Bingo
10   Mecca Bingo   Betfred   Mecca Bingo

Regarding trends seen in gambling on Bing, sportsbooks saw search volumes peak during the summer, rising 16 per cent between March and June, with August a particularly strong month for all gambling categories.

In September of last year, gambling queries were up across all devices, with mobile showing the highest increase of 28 per cent following a 67 per cent rise in bingo-related queries.

For PC, gambling queries rose 25 per cent year-on-year with 74 per cent growth in casino, while tablet devices saw growth of 10 per cent, despite a 6 per cent drop in poker-related queries.

Three in ten gambling searches were made on mobile devices, with more than 45 per cent of searches relating to sportsbook made on mobile. PC dominates bingo with more than 80 per cent of searches made via the channel.

Friday and Saturday were the most popular days for gambling-related searches, with more than 30 per cent of searches taking place on those two days. Sunday and Monday were the least popular days with 13 per cent of searches taking place.

Nearly 70 per cent of gambling-related searches were from those aged 35-64, with poker and sportsbook searches dominated by men at 71 per cent and 73 per cent respectively. Bingo searches were predominately made by women (73 per cent).

Brand terms in the gambling sector had click-through-rates (CTR) of 15 per cent and an average cost-per-click (CPC) of £0.79. The highest average CTR during the year was for sportsbook across PC devices (22 per cent), while the highest average CPC was £1.79 for casino across PC.


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