Bank of America study finds younger customers make up 88% of betting users
Bank of America Institute reported that Gen Z and Millennials accounted for 88% of its customers with online betting activity in July in the United States. Its analysis of aggregated, anonymised bank transactions found active users up 40% from early 2026, while first-time payments to identified platforms more than tripled in June and July compared with January. The study covered online sports betting, horse racing and prediction markets, but excluded social gambling and other casino gaming.
The age and activity figures provide operators and regulators evidence on the profile and growth of online betting customers.