When it comes to trusting sports betting sites, 54% of people believe that a friend’s experience makes all the difference in their decision-making process. This is what guarantees security and trust when setting up an account on a betting site. The number was revealed by the survey carried out by Industry Insights in May 2021, a provider of analytics and data solutions, which heard the opinion of 500 people who regularly participate in online sports betting and had bet in the last 6 months.

According to the study, other factors also influence the construction of a relationship of trust in the first moment, such as: 54% of people consider it important that websites have a secure connection certificate, 49% verify positive reviews on websites specialists, 41% analyze whether there are partnerships with companies that they know and already trust (such as payment systems) and 41% want to know if there is a license from a regulatory authority.

A lot of people relate the brand to the authority of certain personalities, mainly to attract new users. 36% of the people surveyed mentioned that the sponsorship of a known team, player or sport helps to have confidence in the platform.

The least considered aspects were watching some kind of brand advertising on television (28%), seeing the brand advertising on sports websites (27%), watching the brand advertising regardless of the medium (21%).