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1 Digital Consumers
Smart Trends 2015 An Amárach Presentation // December 2014 //
Trends Report
Big
Spenders
3 Digital Consumers
Confident Consumers
-40.0
-30.0
-20.0
-10.0
0.0
10.0
20.0
May-0
9
Ju
n-0
9
Ju
l-09
Aug
-09
Sep
-09
Oct-
09
No
v-0
9
De
c-0
9
Ja
n-1
0
Feb
-10
Mar-
10
Apr-
10
May-1
0
Ju
n-1
0
Ju
l-10
Aug
-10
Sep
-10
Oct-
10
No
v-1
0
De
c-1
0
Ja
n-1
1
Feb
-11
Mar-
11
Apr-
11
May-1
1
Ju
n-1
1
Ju
l-11
Aug
-11
Sep
-11
Oct-
11
No
v-1
1
De
c-1
1
Ja
n-1
2
Feb
-12
Mar-
12
Apr-
12
May-1
2
Ju
n-1
2
Ju
l-12
Aug
-12
Sep
-12
Oct-
12
No
v-1
2
De
c-1
2
Ja
n-1
3
Feb
-13
Mar-
13
Apr-
13
May-1
3
Ju
n-1
3
Ju
l-13
Aug
-13
Sep
-13
Oct-
13
No
v-1
3
De
c-1
3
Ja
n-1
4
Feb
-14
Mar-
14
Apr-
14
May-1
4
Ju
n-1
4
Ju
l-14
Aug
-14
Sep
-14
Oct-
14
Eurozone Ireland
Source: http://ec.europa.eu/economy_finance/db_indicators/surveys/time_series/index_en.htm
4 Digital Consumers
0
5
10
15
20
25
30
Ap
r-0
9
May-0
9
Ju
n-0
9
Ju
l-09
Au
g-0
9
Se
p-0
9
Oct-
09
Nov-0
9
Dec-0
9
Ja
n-1
0
Feb
-10
Mar-
10
Ap
r-1
0
May-1
0
Ju
n-1
0
Ju
l-10
Au
g-1
0
Se
p-1
0
Oct-
10
Nov-1
0
Dec-1
0
Ja
n-1
1
Feb
-11
Mar-
11
Ap
r-1
1
May-1
1
Ju
n-1
1
Ju
l-11
Au
g-1
1
Se
p-1
1
Oct-
11
Nov-1
1
Dec-1
1
Ja
n-1
2
Feb
-12
Mar-
12
Ap
r-1
2
May-1
2
Ju
n-1
2
Ju
l-12
Au
g-1
2
Se
p-1
2
Oct-
12
Nov-1
2
Dec-1
2
Ja
n-1
3
Feb
-13
Mar-
13
Ap
r-1
3
May-1
3
Ju
n-1
3
Ju
l-13
Au
g-1
3
Se
p-1
3
Oct-
13
Nov-1
3
Dec-1
3
Ja
n-1
4
Feb
-14
Mar-
14
Ap
r-1
4
May-1
4
Ju
n-1
4
Ju
l-14
Au
g-1
4
Se
p-1
4
Oct-
14
Nov-1
4
I am more relaxed about spending money than I was a few months ago:
April 2009 – November 2014 % agree
Purchase in Next 6 Months
New
Car
19% New
House
11%
Travel
Abroad
56%
Borrow
14%
Amárach survey, November 2014
6 Digital Consumers
€83.3
€107.5
€1.7 €2.6
€3.3
€5.4 €3.1
€4.4
2013 2014 2015 2016 2017 2018 2019 2020
Value of Irish Consumer Spending: € billion
€96 €100
€91
€65
€106
€96
€103
€95
€106 €106
€85
TOTAL Male Female 15-24 25-34 35-44 45-54 55+ DUB LIN ABC1F50+ C2DEF50-
Average spent online per month: any goods or products or services in the past month, including online
subscriptions such as Netflix, Spotify, news subscriptions etc.
Source: Amárach survey, November 2014
Things Smartphone Users Do: On
Wifi On
3g/4g
Check your email 85% 59%
Search (e.g. using Google, Bing, etc.) 73% 45%
Read news articles 60% 33%
Use online talk or text apps (e.g. viber, skype, whatsapp) 55% 33%
Update apps 54% 23%
Watch TV or videos (e.g. Netflix, Youtube, etc.) 41% 20%
Liten to radio or podcasts 28% 13%
Purchase goods on your smartphone 25% 12%
Use your smartphone as a hotspot for tablet or laptop 19% 10%
None of these 5% 31%
Source: Amárach survey, November 2014
9 Digital Consumers
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
€14.0
2013 2014 2015 2016 2017 2018 2019 2020
Value of spend €bn % of spend
Online Consumer Spending
10 Digital Consumers
9 in 10
Irish internet
users order
online
average
1 x month
€91 per
purchase
Source: Amárach survey, April 2014
43% return
average
2 x items
Over 50s share of Irish population
23.4%
2011
30.3%
2026 high fertility
33.1%
2026 low fertility
55+ Market
Savings
€59k
Positive
Equity
68%
Happy
58% Income
€22bn
13 Digital Consumers
Health
spend
€5.1bn
more
exercise
51%
eat
healthier
53%
Irish International/Mood & Momentum, June 2014
Health Market
Trends Report
The Sharing, Comparing,
Referring Economy
awareness
sales advocacy experience
Inspired by Greg Satell/Digital Tonto
Source: Amárach survey, November 2014
78%
39% 38% 32%
27%
15% 14% 13% 4% 3% 2% 2% 1%
12%
‘like’ on
Facebook: every day 29%
weekly 32%
‘like’ on
Youtube: every day 5%
weekly 19%
‘retweet’ on
twitter: every day 3%
weekly 13%
visit brand
website: every day 12%
weekly 42% Source: Amárach survey, May 2014
Trends Report
77% use comparison websites
64%
56%
34% Source: Amárach survey, May 2014
Trends Report
63%
cars
Source: Amárach survey, April 2014
Bought because of online reviews:
69%
electronic
goods
58%
clothes
Trends Report
Customer Experience
Champions
Trends Report
Supermarket NPS Scores 2014 2013 2011
Aldi 47 69 9
Lidl 20 59 13
SuperValu -13 18 -14
Dunnes -2 18 -11
Tesco -1 3 -21 Source: Amárach Research
Bank NPS Scores 2014 2013 2010
AIB -38 -43 -26
BOI -45 -39 -29
PTSB -24 -29 -11
Ulster Bank -28 -25 -1 Source: Amárach Research
23 Digital Consumers
Switch in Next 6 Months
Groceries
29% Mobile
Network
27%
Electricity
30%
Main
Bank
23%
Amárach survey, November 2014
Trends Report
+80%
+32%
+28%
Loyalty ‘Bonus’:
Trends Report
Sponsorship Power
Trends Report
Smart
Trends
awareness
sales advocacy experience
28 Digital Consumers 28
Trends Report
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
