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O perfil e as motivações do consumidor de apostas desportivas online
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Abstract(s)
O jogo de apostas a dinheiro online tem vindo a ganhar cada vez mais importância face às apostas a dinheiro offline. Vários autores como Calvosa (2016), Fortes et al., (2016), Lopez-Gonzalez et al., (2017) e Tomei et al., (2022) identificaram as vantagens do online, nomeadamente a disponibilidade e fácil acessibilidade 24 horas e em vários dispositivos e o anonimato. Também é possível identificar diferenças em apostadores em ambientes físicos e em plataformas digitais, principalmente na intensidade e na variedade do tipo de apostas (Farias & Antunes, 2024), sendo que é entre os mais jovens que se verifica um maior crescimento no jogo a dinheiro online, principalmente nas apostas desportivas.
Em Portugal as apostas online geram aproximadamente 520 milhões de euros por ano, sendo que cerca de 62% desta receita provém das apostas desportivas (SRIJ, 2024). Estes dados levam-nos a querer entender quem são estas pessoas, o que as motiva, que fatores as levam a este tipo de comportamento. A literatura caracteriza o apostador de apostas desportivas online como predominantemente masculino, solteiro, jovem e com um elevado nível de escolaridade (Gassmann et al., 2017; Humphrey & Perez, 2021; Snaychuk et al., 2023), perfil que foi também confirmado na amostra do nosso estudo, composta por jovens portugueses entre os 15 e os 34 anos.
Além do perfil demográfico, o presente estudo procura identificar as principais motivações que levam os indivíduos a participarem em apostas desportivas online. De acordo com Lamont e Hing (2020), fatores como o desejo de ganhar dinheiro, a excitação, influências culturais e a necessidade de demonstrar competências são algumas das motivações mais relevantes. No entanto, os resultados deste estudo indicam que, entre os jovens portugueses, a principal motivação está associada à demonstração de competências e conhecimentos, afastando-se de motivações como a crença no destino, a sorte ou a resolução de problemas financeiros através do jogo.
Por fim, importa perceber se a exposição à publicidade é relevante para para este tipo de jogo a dinheiro, uma vez que estudos como o de Guillou Landreat et al. (2021) sugerem que a exposição à publicidade aumenta a propensão para apostar. No entanto, apesar dos participantes da nossa amostra reconhecerem ter sido expostos à publicidade, não identificámos uma correlação significativa entre a frequência de exposição à publicidade e a frequência de apostas desportivas online.
ABSTRACT: Online gambling has been gaining increasing prominence compared to offline gambling. Several authors, including Calvosa (2016), Fortes et al. (2016), Lopez- Gonzalez et al. (2017), and Tomei et al. (2022), have highlighted the advantages of online gambling, particularly its 24-hour availability, ease of access across multiple devices, and the anonymity it offers. Differences between offline and online gamblers can also be identified, especially in terms of the intensity and variety of betting types (Farias & Antunes, 2024), with online gambling, particularly sports betting, showing significant growth among younger demographics. In Portugal, online betting generates approximately 520 million euros per year, with about 62% of this revenue coming from sports betting (SRIJ, 2024). This context prompts a need to better understand the individuals engaging in these activities, their motivations, and the factors that drive such behavior. The literature characterizes online sports bettors as predominantly male, single, young, and highly educated (Gassmann et al., 2017; Humphrey & Perez, 2021; Snaychuk et al., 2023). This profile was also confirmed in the sample used in our study, which consisted of Portuguese youths aged between 15 and 34 years. In addition to demographic profiling, the present study seeks to identify the primary motivations driving individuals to engage in online sports betting. According to Lamont & Hing (2020), factors such as the desire to earn money, excitement, cultural influences, and the need to demonstrate skills are among the most relevant motivations. However, the findings of this study indicate that, among Portuguese youths, the main motivation is related to the demonstration of skills and knowledge, differing from motivations like a belief in fate, luck, or the resolution of financial difficulties through gambling. Finally, it is essential to understand whether exposure to advertising influences this type of gambling, as studies such as that by Guillou-Landreat et al. (2021) suggest that advertising exposure increases the propensity to bet. Nevertheless, despite participants in our sample acknowledging exposure to advertising, no significant correlation was identified between the frequency of advertising exposure and the frequency of online sports betting.
ABSTRACT: Online gambling has been gaining increasing prominence compared to offline gambling. Several authors, including Calvosa (2016), Fortes et al. (2016), Lopez- Gonzalez et al. (2017), and Tomei et al. (2022), have highlighted the advantages of online gambling, particularly its 24-hour availability, ease of access across multiple devices, and the anonymity it offers. Differences between offline and online gamblers can also be identified, especially in terms of the intensity and variety of betting types (Farias & Antunes, 2024), with online gambling, particularly sports betting, showing significant growth among younger demographics. In Portugal, online betting generates approximately 520 million euros per year, with about 62% of this revenue coming from sports betting (SRIJ, 2024). This context prompts a need to better understand the individuals engaging in these activities, their motivations, and the factors that drive such behavior. The literature characterizes online sports bettors as predominantly male, single, young, and highly educated (Gassmann et al., 2017; Humphrey & Perez, 2021; Snaychuk et al., 2023). This profile was also confirmed in the sample used in our study, which consisted of Portuguese youths aged between 15 and 34 years. In addition to demographic profiling, the present study seeks to identify the primary motivations driving individuals to engage in online sports betting. According to Lamont & Hing (2020), factors such as the desire to earn money, excitement, cultural influences, and the need to demonstrate skills are among the most relevant motivations. However, the findings of this study indicate that, among Portuguese youths, the main motivation is related to the demonstration of skills and knowledge, differing from motivations like a belief in fate, luck, or the resolution of financial difficulties through gambling. Finally, it is essential to understand whether exposure to advertising influences this type of gambling, as studies such as that by Guillou-Landreat et al. (2021) suggest that advertising exposure increases the propensity to bet. Nevertheless, despite participants in our sample acknowledging exposure to advertising, no significant correlation was identified between the frequency of advertising exposure and the frequency of online sports betting.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Apostas desportivas online Perfil do apostador Motivações Publicidade Online sports betting Gambler profile Motivations Advertising
Citation
Proença, F.F. (2024). O perfil e as motivações do consumidor de apostas desportivas online [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21563
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social