Referral traffic has accounted for 42 per cent of all online gambling website visits from August 2018 to July 2019, a new study has announced.

The main source was direct traffic. This accounted for 47 per cent of the total, according to software and analytics provider SEMrush. Searching online accounted for 11.4 per cent, which was then followed by social media on 0.7 per cent and paid-for visits on 0.3 per cent.

The new study has also found that 10 countries account for around 62 per cent of the overall web traffic on gambling sites, with the US in the lead with about 10 per cent. This is then followed by Brazil on eight per cent and then Japan, the UK and Ukraine on around six per cent each.

Other countries with a traffic share ranging from between four and six per cent included Mexico, Turkey, South Africa, Germany and Russia.

The research has also revealed that non-branded keywords come to generate more traffic than branded items, while “is gambling a sin” was one of the most searched gambling-related questions.

The average monthly volume for the 12 most popular keywords in the online gambling industry ranged from one million up to nine million searches. Among the branded keywords, ‘powerball’, ‘mega millions’ and ‘florida lottery’ stood out with 7.3 million, 6.9 million and 3.3 million searches every month, respectively.

However, it has been found that ‘lotto’, ‘lotto results’ and ‘lottery’ have been in the top three non-branded keywords category with 9.1 million , 5.7 million and 4.1 million average monthly searches. Other popular keywords which have been searched are ons such as  ‘mega’, ‘mega millions results’, ‘michigan lottery’, ‘pa lottery’, ‘powerball results’, ‘nc lottery’ and ‘poker’.