Is there a difference between how we women bet compared to how men bet? I explored what betting means for me in this post; today I’d like to look at some of the research that’s come out recently.
While it’s always risky to engage in generalizations, it does seem like there are some pronounced differences in the ways men and women. What are those and do the major sportsbooks in the U.S. care when creating products that’s meant to resonate with all their client base?
It’s fair to say sports betting has traditionally been a largely male activity. But here in the states in the US where it has been legalised and active since 2018, more women are enjoying placing a wager or two on their favorite sports (that’s why Betting Ladies exists in the first place!).
So what are the differences between the sexes when it comes to wagering?
Increasing numbers of women are placing sports bets
It was reported in late 2024 that as many as 12% of women across the country enjoy a bet at least once a month. In some states, that figure was considerably higher. In New Mexico, 35% of women are regular bettors, while in Iowa it’s 32% and Virginia 29%.
The most popular sports with us Ladies are men’s football and basketball, followed by women’s basketball and soccer.
There’s also a variation in the numbers of women who wager with particular operators. About 39% of customers at the Fanatics sportsbook are female, just ahead of Caesars’ 38%. That’s a lot more than bet365’s 21%.
Overall, we women are now responsible for 32% of the US sports betting market, a huge rise since 2020, when it was 21%.
Female bettors place larger bets than men
One of the most surprising findings of a Morgan Stanley study of sports betting in October 2024 was the news that women place slightly larger bets than men.
Female bettors average $51.10 per wager, compared to $48.60 for their male counterparts. This challenges the traditional assumption that men see sports betting as a serious activity, rather than a pleasant social distraction.
However, while women’s bet sizes may be bigger, men bet more frequently. About 30% of male bettors wager more than $500 a month, while 62.5% of women risk less than $100 in the same time.
There’s also a difference in age. Most male bettors are under 35, while the average age of a woman who enjoys sports betting is about 46.
Different motivations for placing a bet
For men, placing a bet is often about the need for competition and risk, not to mention the chance of financial gain. Men see betting as a test of their skill, of their masculine need to succeed, which can lead to an adrenaline-fuelled tendency to chase losses.
For women, gambling is driven more by social engagement (duh!) and the fun to be had from placing a bet. They seek a sense of community too.
The research tells us that we women tap into the relaxing side of betting, and are more likely to pause and reflect after a loss; far fewer problem gamblers are female than male.
Ultimately, however, we should avoid stereotyping; there are women who love wagering on the NFL, and men who enjoy a good game of bingo!
