Insights

Mobile Consumer Survey 2016: The Irish Cut 

There’s no place like phone 

It is 2016 and there’s no place like phone. Demonstrated in the report’s infographics, smartphone usage occurs at all hours of the day and night. While younger generations use smartphones more enthusiastically, the device has established a strong position at the centre of our lives, regardless of age. We have imagined and brought the mobile consumer to life through personas based on generational traits, demonstrating the complex relationship Irish people have with their mobile devices. Our first edition of the Irish Mobile Consumer survey analyses the current trends in the mobile industry.

Key findings:

  • By mid-2017, consumers intend to purchase smartphones (50%), tablets (23%), laptops (20%), smart TVs (16%), wireless speakers (12%) and connected surveillance / security systems (12%)
  • Smartphones are the primary mobile device for Irish consumers—86% of adults own or have access to a smartphone
  • 7 out of 10 of 18-24 year olds check their phones in the middle of the night 
  • Almost 9 in 10 (87%) of 18-24 year-olds use their devices ‘always’ or ‘very often’ when using public transport, meeting friends, shopping or watching television
  • 43% of smartphone owners take photos daily
  • 57% of smartphone owners watch short videos (less than 10 minutes) on their device
  • 67% of smartphone owners report using Wi-Fi to connect to the internet most often (versus 2G/3G/4G)
  • 16% are currently utilising fingerprint authorisation when unlocking their smartphone and authorising mobile payments or other transactions
  • 76% of smartphones owners use PIN or password authentication
  • 29% and 26% of Irish consumers own smart TVs and games consoles, respectively
  • Less than 5% of adults own smart thermostat and smart appliances for their home 
Download the report

Global Mobile Consumer Survey 2016 Infographic: The Irish Cut

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