Global Mobile Consumer Survey 2017

The changing face of the Irish consumer

The smartphone is ten years old and year in and year out it has increasingly become an integral part of users’ lives. Maybe it’s the Irish propensity to talk and connect but we are among the top users of smart phones in Europe and also have one of the highest levels of adoption of other mobile devices.

Nevertheless, the acceptance by nearly half of us that we use our mobile phones too much could be the start of a backlash and will define what becomes the norm as the era of the mobile phone matures. We are the land of saints scholars and smartphones.

Key findings

  • 44% of Irish consumers will look to upgrade their mobile phone within the next 12 months but as a nation, our propensity to upgrade because a newer model has been release is low. Our upgrades are generally down to issues such as battery life deceasing or damage to our phones. The stand out growth demographic for mobile devices is in the 65+ age bracket with significant usage increases across all categories of non-voice smart phone usage (e.g  emails, MMS, social networks & video calling)
  •  90% (FY16: 86%) of Irish adults have a smart phone while the number of people with access to a tablet has increased from 64%  to 71%. We are increasingly using our phones and tablets for purposes which we traditionally used PCs and laptops for including work.  
  • Irish adults look at their mobile phone 57 times a day versus a European average of 41 times. 16% of Irish people admit to looking at their phone more than 100 times a day against a European average of 8%. As a nation we are becoming more conscious of our mobile phone usage and its effect on our personal interactions with 47% of Irish people admitting they look at their phone too much.
  • We are more willing to share information on line  but at the same time, we are starting to use more advanced methods such as biometrics to control access to our information. In the key area of online banking the number of people who see mobile payments as not being secure has dropped from 36% to 26%. 
Global Mobile Consumer Survey

Global Mobile Consumer Survey

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