sport

6th June 2019

What does the NHL fan look like?

The Stanley Cup Finals continue to wow NHL fans, with the Boston Bruins and St Louis Blues tied at 2-2 in a hotly contested battle.

These games are sure to test the nerves of fans closely connected to these two teams, especially as silverware is within touching distance. Hockey fans are a tribal bunch, that’s undeniable, but it got us thinking - what does the average NHL fan like to do?

According to the Global Web Index, 2018, men make up 60% of the sport’s supporters, with the bulk of fans aged between 25 and 44. The NHL fan is very much part of the ‘always on’ generation with  94% of fans having used their smartphones or other devices to watch sports in the last 12 months. More than a third have visited an online casino, gambling, betting or lottery service in the last year, with just over 16% likely to bet whilst watching sport. The global NHL fan is also 129% more likely than the average consumer to ‘regularly’ bet on live sport when watching a sport on TV.

On average, over 20% of NHL fans spend between 30 minutes to one hour on social media each day, with 75.1% visiting Facebook and 83% watching YouTube – a likely reflection on the sport’s younger demographic of fans.

Over a quarter of US NHL fans prefer to bet with co-workers, family members or friends. Though 15% have also placed a bet with a sportsbook, or an online sportsbook website, compared to 8% placing a bet with a bookie. And while over a third of fans have visited a casino in the last 12 months, they are clearly committed to their sport. Statistics from the Nielson Sport, US Sponsorlink, May, 2018, shows NHL supporters are almost twice as likely to bet on sports if it was legal in their home state than the average person, and 19% more likely to gamble compared to supporters of other major US leagues such as the NFL, NBA and the MBA.  

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