An interesting profile of Internet gambling marketers

The affiliate marketing program Income Access has released the details of another innovative study it has conducted, this one on affiliate preferences and demographics. The study embraced a strong 475 affiliate sample in the English speaking market.

The new Income Access Affiliate Survey 2008-2009 study reveals that the 'typical' online gambling affiliate marketer is male, aged between 18 and 35 years and earns under $57 500 a year from his labours. He works part-time and his primary products are online poker and casino websites.

In statistical terms, Income Access found that 83 percent of affiliates are male; 68 percent earn less than $57 500 a year, and 69 percent work fewer than 30 hours a week. 52 percent are in the 18 to 35-year-old age demographic, and 68 percent said that their main products were online poker (68 percent) and casino (65 percent) websites.

Only 22 percent of respondents had been in the business as affiliates for over five years, and 17 percent have been active for less than a year.

Although two thirds of respondents said they earned less than $57 500 a year, there were more successful affiliates. Breaking the better earnings down, 15 percent take home between $60 000 - $190 000 a year; 10 percent earned between $190 000 - $1 million a year and in the top-earning bracket 7 percent claimed to be achieving earnings of $1 million or more.

The hours spent varied, with 32 percent of respondents saying they devoted 40 hours a week to their affiliate careers and a further 30 percent spend less than 10 hours a week. The remaining 38 percent are presumably full-time affiliates working longer than 40 hours a week.

Online poker and casinos might be the favoured products, but sportsbetting websites were also attractive possibilities for 45 percent of those surveyed. Income Access advised affiliate marketers to consider this area, although it iis a newer field for most. "Affiliates should keep their eyes on this vertical as mobile gaming continues to grow”, the report concluded.

A third of respondents said that Bingo was a major focus of their efforts, but only 16 percent appear to be interested in promoting skill gaming sites.

The survey highlighted important areas for both affiliates and affiliate programs to consider, including the reputation of a program and its brand.

"However, when it comes to actively promoting a program, factors such as commission structures and affiliate promotions tend to have a greater effect on an affiliate's decision," it concluded, explaining that 90 percent of respondents held this view. Interestingly, the study found that promoters of mobile gambling and sportsbetting sites more carefully looked at a larger range of factors in making their promotional decisions.

According to the survey, 40 percent opined that suggestions from other affiliates were a major source of new program information, and almost 33 percent said that affiliate managers were their "top sources" of information.

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