Smartphone Ownership and Attitudes17 October 2011

Findings from iReach Omnibus Survey

Background

» This survey was conducted on behalf of Púca, by Market Research

firm iReach, during the period 22nd - 29th September 2011 using the

iReach Consumer Decisions Research Panel which delivered 1,000

responses from adults in Ireland aged 18+ to 55+ and is nationally

representative by Age, Region, Gender and Social Class.

iReach Consumer SurveyConsumer Demographic Profile

Sample size of consumers=1,000

Smartphone Analysis

A majority of respondents own a smartphone

Note: a ‘Smartphone’ was defined in the survey as follows: A smartphone is a mobile phone that is like a computer in your hand; it is capable of internet access, email, downloading applications, GPS, and taking photos. Smartphones usually have touch-screens but some models also have physical keys.

Detailed Breakdown of Smartphone ownership

» Males show higher levels of smartphone ownership.

» Highest amongst young adults (18-24 and 25-34)

Breakdown Smartphone Ownership

All 54%

Males 57%

Females 51%

18-24 59%

25-34 63%

35-44 56%

45-54 41%

55+ 43%

iPhone is the most popular smartphone brand in Ireland

Detailed Breakdown of Popular Smartphone Brands in Ireland

Total Males Females 18-24 25-34 35-44 45-54 55+

1. Apple (iPhone) 28% 19% 35% 10% 33% 27% 33% 20%

2. Samsung 22% 25% 20% 30% 21% 20% 24% 25%

3. Nokia 17% 21% 14% 10% 13% 20% 15% 28%

4. HTC 12% 15% 10% 20% 14% 13% 3% 10%

5. Sony Ericsson 8% 9% 7% 7% 9% 7% 10% 5%

6. Blackberry 7% 8% 6% 13% 5% 5% 9% 10%

7. LG 2% 1% 3% 3% 2% 3% 2% 0%

8. Motorola 0% 0% 0% 0% 0% 0% 0% 0%

Other brands 4% 2% 5% 7% 3% 5% 4% 2%

Analysis of Popular Smartphone Brands in Ireland

» iPhone is the most popular smartphone in the market with 28% of respondents who have

smartphones using one.

» iPhones are almost twice as more popular with females (35%) compared to males (19%).

» Of all age segments, the late young (25-34s) and middle-age adults (35-54s) are most

inclined to own iPhone.

» Samsung (22%) and Nokia (17%) are 2nd and 3rd most popular smartphone devices.

» Samsung dominates male (25%) and the early young adult (30%) segments.

» Nokia leads market share with mature cohorts 55+ at 28%.

» Recent entrant HTC is becoming popular with tech-savvy cohorts, both males (22%) and

the early young adults 18-24 (20%).

iPhone and Nokia are popular choices for next mobile phone

Total Males Females 18-24 25-34 35-44 45-54 55+

1. Nokia 48% 47% 49% 24% 43% 49% 56% 49%

2. Apple (iPhone) 14% 15% 14% 19% 18% 14% 11% 13%

3. Samsung 13% 16% 12% 24% 14% 18% 8% 8%

4. Sony Ericsson 6% 4% 8% 5% 8% 5% 5% 9%

5. Blackberry 5% 6% 4% 5% 3% 5% 4% 8%

6. HTC 5% 8% 3% 5% 8% 5% 4% 4%

7. LG 3% 2% 3% 10% 0% 2% 5% 4%

8. Motorola 1% 0% 1% 0% 1% 0% 0% 2%

Other brands 5% 2% 6% 8% 5% 2% 7% 3%

Detailed Breakdown of Respondents Next Phone Purchase

Analysis of Respondents Next Phone Purchase

» Nokia (48%), iPhones (14%) and Samsung are the most popular choices of next

phone for Irish consumers.

» While Nokia is likely to dominate next purchase choices of middle-aged and

mature adult consumers, iPhones and Samsung phones are likely to become the

next phone choice amongst young adults.

» iPhones are likely to face fierce competition from its rival Samsung, when growing

its market share in the 18-24 segment, while Nokia phones may soon be

abandoned by this young cohort, showing little interest in Nokia phones when

compared to other cohorts.

App Usage Analysis

Most respondents have downloaded apps

Detailed Breakdown of App Downloading

Breakdown Apps Downloaded

All 78%Males 78%

Females 78%

18-24 83%

25-34 83%

35-44 77%

45-54 78%

55+ 60%

Breakdown Apps Downloaded

All 98%Males 97%

Females 99%

18-24 100%

25-34 98%

35-44 100%

45-54 100%

55+ 88%

All Respondents: iPhone Users

» 78% of all respondents have downloaded apps on their smartphones,

this is highest amongst young adults.

» iPhone users are the number one users of apps with 98% of iPhone

users downloading apps.

Word of Mouth Most Important Way to Find New Apps

» Top three ways

Detailed Breakdown of App Discovery

Ranking First Second Third Fourth Fifth

1. I heard about it from friends 31% 13% 11% 1% 1%

2. I searched for an App like this on the App store and downloaded 21% 17% 11% 4% 1%

3. I saw it on App Store charts and then downloaded it 19% 15% 9% 1% 1%

4. I read about it on a website 4% 13% 11% 5% 1%

5. I read about it on Facebook/Twitter or other social media sites 4% 5% 4% 1% 3%

6. I read about it in a magazine/newspaper 3% 5% 7% 3% 3%

7. I clicked on an ad for it within a mobile site 3% 5% 4% 3% 1%

8. I clicked on an ad for it within another app 3% 25 3% 2% 1%

9. I saw an Ad for it in a magazine/newspaper 2% 3% 4% 1% 2%

10. I saw an Ad for it on TV 2% 2% 2% 1% 0%

11. I clicked on an Ad for it on FB/Twitter or other social media sites 2% 5% 3% 2% 1%

12. I heard about it on the radio 2% 5% 5% 1% 2%

13. I heard about it on TV 1% 3% 6% 3% 1%

14. I saw a poster for it (e.g. bus shelter, billboard) 1% 2% 1% 1% 1%

15. I heard an Ad for it on the radio 1% 2% 2% 1% 0%

16. I clicked on an Ad on a website while on my computer 1% 3% 3% 1% 1%

Demographic Breakdown for App Discovery

Ranking All Males Females 18-24 25-34 35-44 45-54 55+

1. I heard about it from friends 31% 29% 33% 29% 31% 31% 31% 35%

2. I searched for App on App store & downloaded 21% 25% 18% 12% 21% 22% 24% 26%

3. I saw it on App Store charts and then downloaded it 19% 17% 21% 29% 19% 17% 20% 13%

» Males are more proactive in searching for mobile apps, while females are more

spontaneous seekers.

» WoM endorsement appears to be the main awareness driver for mobile apps

across all age groups.

Respondents generally comfortable with sharing location

Detailed breakdown of Location Sharing:

Ranking - first most important All Males Females 18-24 25-34 35-44 45-54 55+

Fine, I have no problemwith as long as my datais secure

28% 27% 28% 37% 27% 26% 24% 35%

Fine, as long as theyoffer me somethinguseful in return

16% 22% 12% 13% 15% 18% 14% 23%

I’ve no problemwhatsoever in sharingmy location with mostbrands

3% 2% 4% 3% 5% 3% 2% 0%

Not sure, depends if its a brand I know and trust 26% 18% 33% 23% 27% 28% 29% 15%

I wouldn’t want a brand to know my location 27% 31% 23% 23% 26% 25% 31% 27%

73% 69% 77% 77% 74% 75% 69% 73%

» 28% of respondents have no problem sharing their location with a brand as long

as their data is secure. However, 27% of respondents do not want a brand to

know their location and 26% say it depends on if its a brand they know and trust.

If you would like more information about this survey and/or wish to discusshow Púca can add value to your Smartphone strategy, then please don’t hesitate to contact us!