European countries show a strong presence in top 10 online gambling participation, with Norway taking the lead (30.2%)

Key takeaways:

  • Five  European countries make the top 10 list in online gambling participation.
  • Norway tops the list with 30.2% of internet users aged 16+ involved in online gambling.
  • South Africa follows closely behind at 30.0%, making it the highest in Africa among the countries studied.
  • Nigeria's 19.0% participation rate exceeds that of the U.K., marking a significant shift in global online gambling behaviour.
  • Brazil slightly edges out Nigeria at 19.5%, showing the trend’s strong hold in Latin America.
  • New Zealand and Greece also post high figures at 26.2% and 22.5% respectively, reflecting strong uptake in smaller but digitally active nations.
  • Australia ranks surprisingly low at 17.2%, despite its known betting culture.

Countries like Norway and South Africa are leading in the engagement of online gambling 30% participation among internet users aged 16 and above. Nigeria ranks above countries like the U.K. and Australia, with 19.0% of its online population engaging in online gambling as of September 2024. Notably, five European countries (Norway, Greece, Hungary, the United Kingdom, and Austria) make the top ten list, indicating high online gambling engagement in the continent.
Nigeria’s leap ahead of traditionally gambling-heavy countries like the U.K. (17.9%) shows how mobile accessibility and sports enthusiasm are shaping online activity. In cities like Lagos and Port Harcourt, betting shops have evolved into digital platforms that fit seamlessly into the everyday mobile habits of young adults. The convenience of apps, combined with the growing influence of international football, has driven significant traction in the online gambling space, especially among youths aged 18 to 35.

Source:

Global Web Index (GWI)

Period:

2024
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