WhichBingo: Demographics dramatically altered due to Covid-19
New research from XLMedia notes change in consumer behaviour as a result of pandemic
Younger players have flocked to online bingo during the coronavirus pandemic according to new research from XLMedia.
A new report from its affiliate brand, WhichBingo, has revealed a significant shift to younger consumers due to the pandemic.
The percentage of men playing the popular numbers game more than doubled between 2020 and 2021, with 75% of online bingo users in the UK under the age of 44.
According to the study, the most represented age range switched from 35-64 to 25-54.
In fact, over 65s represented just 1% of survey respondents in 2021, down from 4% in 2020. Additionally, 55-64 year olds represented just 6%, down from 27% in 2020.
The report suggests the majority of online bingo players (68%) spend between £11 and £50 a month, with spending exceeding £101 a month in 4% of respondents
Tombola and Gala Bingo were confirmed as the joint-most popular bingo sites in the UK with 24% audience share each. Mecca Bingo took the final podium place with a 22% share.
The report also found that 52% of Britons preferred playing bingo in a traditional retail hall compared to online.
Stuart Simms, XLMedia CEO, said: “The global coronavirus pandemic forced, or in some cases accelerated, a change in the way people enjoy themselves and pass their leisure time when not at work.
“Our report shows the remarkable shift in the make-up of the typical bingo player. Although many may look forward to the return of those Saturday nights at the bingo hall, the industry is evolving and technology’s influence has been essential in helping bingo keep up with the realities of busy, modern life.
“These changing macro-behaviours and innovations, together with the new expectations of a dedicated younger audience who want to experience the same thrills and spirit of the bingo hall without leaving the house, mean that online bingo is most definitely here to stay,” he added.