Betfair is the UK betting brand with the strongest presence on social networks, according to a new benchmark study by online performance agency QuBit.
The betting exchange gained QuBit’s highest “social score” among the top 10 bookmakers in the UK (based on monthly page views), calculated by taking a company’s reach across the five leading social networks – Facebook, Twitter, Google+, Linked-In and Pininterest – with this then weighted to take account of average time spent on the website and revenue driven through each source.
QuBit said the results “demonstrated an overall strong social presence for all 10 online bookmakers”, for which “a comprehensive social strategy is imperatative to driving an engaged audience to all sites”. According to recent ComScore data, quoted by QuBit, fans of a company’s pages on social platforms such as Facebook are 19% more likely to convert on that company’s website in the four weeks immediately following exposure.
Betfair’s presence on Pininterest made it the only website to have fully engaged across all five networks, allowing it to edge out William Hill at the top of the rankings, with Betfred coming in third (see below). This nascent channel has been found to drive proportionately more traffic and conversions than Facebook, with consumer electronics giant Sony recently revealing that its Pinterest account drove 2.5 times more traffic than its Twitter account, despite only having 2,300 followers on the vitual pinboard compared with 80,000 on Twitter (Source: Econsultancy).
QuBit Social score breakdown, July, 2012
Coral however finished way ahead of its competitors on “presence management”, QuBit’s measurement of a brand’s overall presence across social networks and online search, due to having by far “the best brand paid and organic first page reach”.
Coral was also also ranked as the top performing website in QuBit’s benchmark study, based on asssessment of usability factors such as site layout, navigation, search, and how easy it was choose and place a bet. Coral’s score of 91% placed it just ahead of Betfair, which scored 88%, and 888 with 86%. UK market leader bet365 suprisingly finished a distant 10th in “online effectiveness”, its score of 69% placing it a whole ten percentage points behind ninth-placed Paddy Power.
William Hill was however by far the most visited online bookmaker, according to Doubleclick Ad Planner data, with “an astonishing” 120 million monthly page views, almost double that of runner-up bet365. The Stoke-headquartered online betting giant was however among the strongest growing UK online bookmakers in terms of traffic, based on figures for the previous three months provided by Alexa. bet365′s traffic was up 33%., with Coral some 44% up, albeit from a lower start point.
William Hill, Paddy Power, Bet 365 and Skybet all scored 100% on QuBit’s mobile study, which analysed how well the sites optimised to mobile devices using a standard iPhone browser, as opposed to native app performance.
The QuBit benchmark report can be viewed in full here.