THE DIGITAL LANDSCAPE

Suzanne McElligott, CEO, IAB Ireland22nd November, 2012

Bewildering Choice of Channels

What we do at IAB

2.9mIrish are online

Total adult Ireland population of 3.7 millionBase: All Irish respondents n=1,003

The Media Evolution

Irish Internet users spend on

average 13.5hrs online per week

80%of all Irish are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1

Base: All Irish respondents n= 1,003, Internet users n=821

The Internet Evolution

9% watch TV online at least dailyA further 31% watch TV at least weekly

of Irish Internet users watch TV online

81%EU: 73% WE:67% NE:81% SE:65% CEE:81%

Base: All Internet users n=979

Internet becomes ‘all-consuming’ device

9% listen to the radio online at least dailyA further 15% listen at least weekly

of Internet users listen to the radio online66%

35% read news online at least dailyA further 25% read news at least weekly

of Internet users read news online89%

EU: 67% WE:61% NE:67% SE:64% CEE:73%

EU: 91% WE:86% NE:94% SE:91% CEE:96%

Base: All Internet users n=979

Internet becomes ‘all-consuming media device’

Accessing the internet via the computer is the most popular method – Used by 2.8 million Irish (77% - EU:64%)

However 46% of all Internet users in Ireland (EU:37%) go online via more than one device

Base: All Irish respondents n=1,003, All internet users n=821

Increasing choice of Internet Access

→ 12% of Irish (EU:8%)→ Spend on average 8.2 hours per week

(EU:9.3hrs)→ 78% use their tablet to go online in

the evening

→ 32% of Irish (EU:21%)→ Spend on average 9.2 hours per

week (EU:9.4hrs)→ 89% use their mobile to go online

during the day

1.2m Irish go online using a mobile

0.4m Irish go online using a tablet

Base: All Irish respondents n=1,003, All mobile internet users n=327, All tablet internet users n=130, All games console internet users n=98

The alternative ways of going online

58% of Irish are online whilst watching TV

EU: 48% WE:58% NE:59% SE:39% CEE:44%

Base: All TV Viewers n=931

Media multi-tasking means more active consumers

Among all Irish Smart phone users:

→ 57% are interested in location-based vouchers (EU:48%)

→ 48% are interested in downloading a mobile phone app (EU:41%)

→ 36% are interested in QR codes (EU:32%)

Among all Irish Internet users:

→ 42% are interested in connecting via social networks (EU:38%)

→ 28% are interested in viewing video content as part of advertising campaigns (EU:30%)

→ 17% are interested in uploading video/ images to a brand’s website advertising (EU:24%)

Base: All smart phone users n=526, All Internet users n=979

Consumers connecting via multiple touch-points

47%of Irish own a smartphone

EU: 44% WE:47% NE:50% SE:46% CEE:40%

Base: All respondents n=1,000

Connectivity via mobile phones increasing engagement

€1,837 billionspent online in Ireland across a 6 month period

14is the average number of purchases made per person in Ireland across a 6 month periodEU: 13

€685is the average amount spent per person in Ireland across a 6 month periodEU: €544

Base: All Internet Users n=979

Spend online

Proportion of Irish marketing budgets being spent online

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Amás State of the Net Summer 2012

Online ROI

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Amás State of the Net Summer 2012

IAB Ireland Online Adspend H1 2012

Gross Online Adspend

€73.2m

20092010

20112012

0

20

40

60

80

100

120

140

H1

Full Year

H1Full Year

+ 13.5% yoy2009 to 2010

+ 19.6% yoy2010 to 2011

+ 12.8% yoyH12011 to

H12012

H1 Full Year

2009 €48 m €97.2

2010 €53.9m €110m

2011 €64.9m €132m

2012 €73.2m

Online Adspend 2009-2011

Sources: IAB PwC Adspend Studies 2009-2011

Digital Media Mix H1 2012

€ millionBreakdown by advertising format based on figures provided - based on 99% of the overall total.

€32.7 (45%)

€24.6

(34%)

€15.0

(21%)

SearchDisplayClassifed

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