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A survey of smartphone users and the potential impact of smartphones on Ireland's economic recovery.
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1The Smart Future
The Smart FutureAn Amárach Briefing
May 2011
© Amárach Research
The Smart FutureWorld’s First Smart Phone
http://www.retrocom.com/bellsouth_ibm_simon.htm
The Smart Future
1. About Amárach
insight + foresight
2. The Social Explosion
all together now
3. The Smart Future
next wave capitalism
The Smart Future
1. About Amárach
insight + foresight
The Smart Future
We are an independent market research
agency, providing a full range of research
services to our Irish and international
clients. We have worked with two thirds of
Ireland‟s top 200 companies. Every year
we survey over 100,000 people at home
and abroad, as well as running hundreds
of focus groups.
Our experienced team of directors and
executives manage online, face-to-face
and cati surveys; as well as qualitative
research including focus groups, in-depths
and ethnographic studies. We also offer a
unique field-only service to universities and
international agencies.
Amárach Research is proud to be:
The Smart Future
2. The Social Explosion
all together now
7The Smart Future
Tipping Points
1980s 1990s 2000s 2010s
Year in which technology used by majority of Irish adults for first time:
landlineHome PC
2005
Mobile
2000
Internet
2007
Broadband
2009
2011*
Smartphone
2012*
* Amárach forecast
8The Smart Future
Smartphone Inflection
9The Smart Future
Approaching the Tipping Point
10The Smart Future
Smart Ireland
Online survey of 844 Irish mobile phone users in May 2011, including 311 smartphone users (= 37% of all with mobile phone)
Q. “Is your mobile phone a „smart phone‟, i.e.: one you can use to surf the internet, download apps etc? (E.g.: Apple iPhone, BlackBerry, Nokia N & E series, HTC, Samsung and certain other types of touch phones etc)”
11The Smart Future
Mind The Gap
Source: Amárach Research, May 2011
37%45%
29%37%
53%
34% 33% 27%
63%55%
71%63%
47%
66% 67% 73%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
Smartphone Penetration in Ireland
smartphone standard phone
12The Smart Future
Smartphone Handsets Market Share
* all others
Source: Amárach Research, May 2011
NB: caution using data as small sample for HTC & Blackberry users
Smartphone users have had a mobile phone for over 12 years (any kind), slightly longer than average user (11 years).
The average smartphone user has had a smartphone for 12 months (Blackberry users for 22 months!)
13The Smart Future
Smartphone User Profiles
Apple iPhone: consistent with total smartphone market profile, more male than female, 25-34 bias
Nokia: stronger male bias, and older age profile -especially over 45s
Samsung: strongest female bias, and youngest age profile – especially 15-24s
Blackberry: strongest male bias, strongest bias towards 25-34s, highest bias towards ABC1s, highest % with Masters degrees!
Source: Amárach Research, May 2011
14The Smart Future
Surfing the Web
* all others
Source: Amárach Research, May 2011
34% of smart phone users surfs the web on their smart phone when there‟s a pc/laptop nearby ... every day (only 1 in 4 never does this)
The Smart FutureSocial Media Timeline
16The Smart Future
Only Connect
May 2009:
627,000
May 2011:
1,937,000
Facebook users in Ireland*
* socialbakers.com
64% of internet users
42% of Irish adults
17The Smart Future
Most Used Smartphone Apps
Social network apps: 56% of all smartphone users, strong female bias, higher among 15-24, higher for iPhone & HTC
Map/travel apps: 41% of all smartphone users, stronger male bias, higher among 35-44s, higher for iPhone users
News apps: 37% of all smartphone users, stronger male bias, higher among 25-34s, higher for iPhone users
Music apps: 34% of all smartphone users, stronger male bias, higher among 15-34s, higher for Samsung & HTC
Gaming apps: 28% of all smartphone users, slight male bias, higher among 25-34s, higher for iPhone users
Source: Amárach Research, May 2011
18The Smart Future
New App Downloads (past month)
* all others
Source: Amárach Research, May 2011
Average smartphone owner has downloaded 4.8 new apps in the past month
Downloaders more likely to be male/25-34
The Smart Future
83% of smartphone users are on Facebook25% of smartphone users use twitter
Sources of information about Apps:
W.O.M.web
adverts
20The Smart Future
Smart Ads
* all others
Source: Amárach Research, May 2011
27% of smart phone users have clicked on an advertisement on their smart phone (whether online or in an app)More likely to be male/15-24s
The Smart Future
3. The Smart Future
next wave capitalism
22The Smart Future
The Smart Cycle
23The Smart Future
Hard Choice
* all others
Source: Amárach Research, May 2011
Which would you choose if you had to choose between having a smartphone or having a laptop (with internet access)? % choosing their smartphone:
24The Smart Future
Economics Will Still Drive Uptake
25The Smart Future
Smart Recovery:
smartphones will drive consumer spending
* ESRI forecasts
26The Smart Future
mCommerce
mCommerce 2012
= €800m in Irish
consumer market terms
27The Smart Future
Who Will Fill The Gap First?
Source: Amárach Research, May 2011
37%45%
29%37%
53%
34% 33% 27%
63%55%
71%63%
47%
66% 67% 73%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
Smartphone Penetration in Ireland
smartphone standard phone
The Smart Future
The
Cambrian
Explosion
The
Social
Explosion
(TSX)
Social Technology is going through its Cambrian Explosion
The Smart Future
The consumer spending pie is back to the size it was in 2006 (not 1986!)
When the economy recovers next year things will not go back to „normal‟.
Key features of the consumer landscape have changed irrevocably, driven by major technology inflection points (broadband, social networks and smartphones).
New patterns of consumer transactions, communications and trust formation will emege.
Next wave capitalism will be driven by The Social Explosion.
The Smart Future
Amárach has launched a revolutionary new
research programme:
TSX the social explosion
To equip businesses, agencies and other
organisations that need to track, monitor
and manage their response to the multiple
inflection points now ahead of us in Ireland.
For more details contact:
Gerard O’Neill Chairman
Sean Nolan Associate Director
or Anita Mullan Snr. Research Executive
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
tw. twitter.com/AmarachResearch
