As part of its first-ever Sports Betting Executive Summit, the American Gaming Association (AGA) has unveiled a new body of research detailing current and future sports betting behavior in the US. The findings reveal a strong consumer movement toward legal sports betting, a need for more awareness of legal markets, and consumers’ desire for secure, convenient options for wagering.

The new report, Consumer Movement Toward Sports Betting: Current and Future Sports Betting Behavior Post-PASPA, found that nearly eight out of 10 Americans say they support legalizing sports betting in their states, but only 56 per cent are aware of legal casino sports betting where it currently exists.

More than seven out of 10 said that it is important to place sports bets through legal, regulated providers and it is only acceptable to use those providers. However, only 41 per cent of Americans were aware that placing a bet with a bookie is illegal. Respondents also indicated that security and ease of placing bets are the top two priorities for future sports betting participation.

“This is one of the most comprehensive studies ever conducted on the attitudes and behaviors of sports bettors in America,” said Bill Miller, president and CEO of the association. “AGA’s research unveils new insights into this critical and growing segment of the gaming market, confirming what we’ve known for a long time: consumers want the ability to wager in safe, regulated markets. With two-thirds of states having taken steps to legalize sports betting, we’re clearly making progress to meet that demand.”

The latest survey was conducted on behalf of the American Gaming Association by Heart + Mind Strategies between November and December 2018 and comprised a total sample of 6,777 interviews among various subgroups.