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HELLO!

Thinkhouse undertook the Mobile Youth Survey at the beginning of 2014 to reveal current habits and trends

in mobile usage amongst Irish youth audiences.

Using Survey Monkey, Thinkhouse surveyed 800 Irish people, between the ages of 15 and 35.

We looked at general mobile trends and habits of 15-35 year olds and then we compared the habits of

people at different life stages; Teenagers (15-18), Early Twenties (19-24), Late Twenties (24-29) and Early

Thirties (30-35).

We’ve carved up the survey results in numerous ways to reveal interesting trends and findings.

Enjoy!

(3)

Trends among 15-35 year olds in Ireland, 2014.

HANDSET OWNERSHIP

96% of Irish 15-35 year olds own a smart phone.

60% of smartphone users own an iPhone.

Android (36%) was the second most popular OS, followed by Blackberry at 3%.

SPENDING HABITS

56% have bill pay phones, the remaining (44%) opting for pay-as-you-go.

83% of people pay for online purchases on their desktop with just 4% of people choosing to pay via

their mobile handset.

78% often compare the price of something online before buying an item in store.

Pre-pay is more popular with teenagers (88%) and early twenties (64%%), than late twenties

(31%) or early 30’s (16%) who prefer bill pay options.

MOBILE USAGE HABITS

Almost 98% of Irish youth audiences use Facebook on their smartphone.

‘Texting’ (at 66%) tops the list when asked ‘If you could only do two things on your mobile, what

would it be?’ followed closely by ‘Talking’ at 50%.

Almost all young Irish people check their phone ‘when they wake up’ (90%); ‘on public transport’

(87%) and ‘while watching TV’ (84%).

They are more likely to check their mobile when they ‘are on the loo’ (57%) than when they are

‘on a date’ (18%) or ‘at the cinema’ (18%).

CONTENT / APPS

Most people have approximately 10-20 apps on their smartphone. However, 94% of these people

look at less than 10 apps a day.

63% of people prefer useful, helpful and productive apps over 37% of people preferring fun

and entertaining ones.

(4)

TRENDS BY LIFESTAGES

HANDSET OWNERSHIP

Ownership of ‘first mobile phone’ is getting younger.

Today’s 30-35 year olds were ‘between 16-20years old’ when they got their first mobile where as

most of today’s Teenagers (15-18 year olds); Early Twenties (19-24 year olds) and Late Twenties (25-29)

were ‘between 11-15 years old’ when they got their first mobile.

84% of teens own a smart phone while that number soars to 94% for those in their late twenties.

iPhone ownership grows with age.

66% of 30-35 year olds own an iPhone, compared to 42% of teens.

MOBILE USAGE HABITS

90% of all groups check their mobiles ‘As Soon as they wake up’ and over 87% ‘On Public

Transport’.

‘Texts’ are the primary use of mobile phones for everyone under the age of 30. For over 30’s

the primary use is making calls.

(5)

CONTACT DETAILS

T: 353 1 420 0070

|

WWW.THINKHOUSE.IE

TWITTER.COM/THINKHOUSEIE

|

FACEBOOK.COM/LOVETHINKHOUSE

THE ANNEX, FUMBALLY SQUARE, FUMBALLY LANE, DUBLIN 8

(6)

SECTIONS

1-

MAIN REPORT

2-

TEENAGERS (15 - 18 YEARS OLD)

3-

EARLY TWENTIES (19 - 24 YEARS OLD)

4-

LATE TWENTIES (25 - 29 YEARS OLD)

5-

EARLY THIRTIES (30 - 35 YEARS OLD)

(7)

MAIN REPORT

1.91% 16 6.79% 57 36.35% 305 30.63% 257 21.57% 181 2.74% 23

Q1

How old are you?

Answ ered: 839 Skipped: 0

Total 839 Under 15 15-18 19-24 25-29 30-35O ve r 36 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 15 15-18 19-24 25-29 30-35 Over 36

(8)

42.43% 356

57.57% 483

Q2

Are you

Answ ered: 839 Skipped: 0

Total 839 Male Female 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Male Female 0.12% 1 7.99% 67 60.55% 508 27.06% 227 4.29% 36

Q3

How old were you when you got your

first mobile?

Answe red: 839 Skipped: 0

Under 56 -101 1-15 16-20 Ov er 21 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Under 5 6-10 11-15 16-20 Over 21

(9)

44.46% 373

55.54% 466

Q4

Is your phone..

Answ ered: 839 Skipped: 0

Total 839

Pay As You Go Bill Phone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Pay As You Go Bill Phone 45.56% 380 39.69% 331 12.11% 101 1.80% 15 0.60% 5 0.24% 2

Q5

How much do you spend on non-digital

books, magazines, newspapers per

month?

Answ ered: 834 Skipped: 5

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(10)

95.59% 802

4.41% 37

Q6

Is your phone a smart phone? (i.e. It

connects to the Internet)

Answ ered: 839 Skipped: 0

Total 839 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No 60.75% 486 36.38% 291 3.38% 27 3.75% 30 0.25% 2

Q7

Which of the following do you own?

Answ ered: 800 Skipped: 39

iOS (Apple) AndroidB lackberryW indowsI don't own a smartphone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

iOS (Appl e) Android Blac kberry Windows

(11)

Q8

How often do you check Facebook on

your phone?

Answ ered: 743 Skipped: 96

18.98%

141 39.17%291 28.53%212 11.31%84 2.02%15 743 2.38

100% of the time 75% of the time 50% of the time 25% of the time Never on my phone (no label) 0% 20% 40% 60% 80% 100% 100% of the

time 75% of thetime 50% of thetime 25% of thetime Neve r on myphone TotalA Ratingve rage (no

label )

32.36% 243

67.64% 508

Q9

If you can't view a website or

video/picture on your phone - what do you

do (mostly)?

Answ ered: 751 Skipped: 88

Save it to vi ew on a desktop later Nothing 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Save it to view on a desktop later Nothing

(12)

1.80% 14 23.78% 185 48.46% 377 23.52% 183 2.19% 17 0.26% 2

Q10

How much is your phone bill per

month (incl. bills, credit, games, apps)?

Answ ered: 778 Skipped: 61

Total 778 Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(13)

31.42% 247

41.86% 329

18.70% 147

6.11% 48

1.91% 15

Q11

How many hours a day do you spend

online on your phone? (average)

Answ ered: 786 Skipped: 53

Total 786

Less than 2

hours 2 to 4 hours4 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 2 hours 2 to 4 hours 4 to 8 hours 8 to 12 hours More than 12

(14)

5.34% 42

43.33% 341

32.02% 252

18.04% 142

1.27% 10

Q12

How many hours a day do you spend

on your desktop/laptop? (average)

Answ ered: 787 Skipped: 52

Total 787

I don't hav e a

desktop/lapto p

Less than 44 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

I don' t have a desktop/laptop Less than 4

4 to 8 hours 8 to 12 hours More than 12

(15)

49.62% 390

65.90% 518

36.77% 289

24.30% 191

17.30% 136

Q13

If you could only do two things on

your smartphone, what would they be?

Answ ered: 786 Skipped: 53

Total Respondents: 786 Calls (including Skype, Viber) Text (including Whats App, Snap Chat)

Social MediaT he Internet (minus social media) Take photos and vi deos 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Calls (inc ludi ng Skype, Viber)

Text (inc ludi ng Whats App, Snap Chat) Soci al Medi a

The Internet (minus soci al medi a) Take phot os and videos

(16)

89.85% 708 56.60% 446 18.65% 147 46.07% 363 71.07% 560 83.76% 660 86.68% 683 17.64% 139 17.77% 140 18.27% 144 76.14% 600

Q14

Do you check your mobile.. (Select as

many as apply)

Answ ered: 788 Skipped: 51

Total Respondents: 788 As soon as you wak... On the loo While driv in g In classe s/lect ure... At work Watching televi sion On public transp ort At the cinema On a

date Exercising Rightbefore you fal... 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

As soon as you wake up On the loo While driving In cl asses/lectures/meetings At work Watching television On public transport At the ci nem a On a date Exerci sing

(17)

1.80% 12 13.94% 93 5.25% 35 57.87% 386 17.69% 118 3.45% 23

Q15

What's the last thing you do on your

mobile before you go to sleep?

Answ ered: 667 Skipped: 172

Total 667

Make a callS end a text Check your

email CheckFacebook or Twitter

Browse the

Internet Read aniBook 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Make a ca ll Send a text Chec k your email

Chec k Facebook or Twitter Browse the Internet Read an iBook

(18)

18.38% 143

39.33% 306

26.48% 206

15.81% 123

Q16

How many apps do you have installed

on your smartphone?

Answ ered: 778 Skipped: 61

Total 778

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30 85.33% 663 14.29% 111 0.26% 2 0.13% 1

Q17

How many of these apps do you look

at daily?

Answ ered: 777 Skipped: 62

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30

(19)

20.44% 159

30.08% 234

24.94% 194

24.55% 191

Q18

If you liked a free app, would you pay

for the upgraded version?

Answ ered: 778 Skipped: 61

Total 778

YesR arelyS ometimes Neve r 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes Rarely Sometimes Never 90.79% 710 9.21% 72

Q19

Do you know the difference between a

mobile website and a mobile app?

Answ ered: 782 Skipped: 57

YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No

(20)

63.44% 491

36.56% 283

Q20

What type of apps do you use the

most?

Answ ered: 774 Skipped: 65

Total 774

Useful, helpful & productive

ones Fun & entertaining ones 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Useful, hel pful & produc tive ones Fun & entertaining ones

44.90% 365

55.10% 448

Q21

Have you ever bought something that

someone on Facebook recommen ded?

Answ ered: 813 Skipped: 26

YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No

(21)

22.43% 183

23.53% 192

19.12% 156

18.01% 147

16.91% 138

Q22

Before you buy an item (not groceries)

in a shop, how often do you compare the

price online first?

Answ ered: 816 Skipped: 23

Total 816

Neve r 25% of the

time 25% to 50%of the time 50% to 75%of the time Ov er 75% ofthe time 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Never

25% of the time 25% to 50% of the time 50% to 75% of the time Over 75% of the time

(22)

82.99% 654

10.15% 80

6.85% 54

Q23

Do you prefer to make the final

purchase on your desktop/laptop or your

mobile?

Answ ered: 788 Skipped: 51

Total 788 Desktop/Laptop MobileN /A 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Desktop/Lapt op Mobile N/A

(23)

TEENAGERS

(15-18)

0% 0 100% 57 0% 0 0% 0 0% 0 0% 0

Q1

How old are you?

Answ ered: 57 Skipped: 0

Total 57 Under 15 15-18 19-242 5-293 0-35 Ov er 36 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 15 15-18 19-24 25-29 30-35 Over 36

(24)

31.58% 18

68.42% 39

Q2

Are you

Answ ered: 57 Skipped: 0

Total 57 MaleF emale 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Male Female 0% 0 33.33% 19 66.67% 38 0% 0 0% 0

Q3

How old were you when you got your

first mobile?

Answ ered: 57 Skipped: 0

Under 56 -101 1-15 16-20 Ov er 21 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 5 6-10 11-15 16-20 Over 21

(25)

87.72% 50

12.28% 7

Q4

Is your phone..

Answ ered: 57 Skipped: 0

Total 57

Pay As You Go Bill Phone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Pay As You Go Bill Phone 46.43% 26 41.07% 23 10.71% 6 1.79% 1 0% 0 0% 0

Q5

How much do you spend on non-digital

books, magazines, newspapers per

month?

Answ ered: 56 Skipped: 1

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(26)

84.21% 48

15.79% 9

Q6

Is your phone a smart phone? (i.e. It

connects to the Internet)

Answ ered: 57 Skipped: 0

Total 57 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No 41.67% 20 45.83% 22 10.42% 5 12.50% 6 0% 0

Q7

Which of the following do you own?

Answ ered: 48 Skipped: 9

iOS (Apple) AndroidB lackberryW indowsI don't own a smartphone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

iOS (Appl e) Android Blac kberry Windows

(27)

Q8

How often do you check Facebook on

your phone?

Answ ered: 46 Skipped: 11

17.39%

8 43.48%20 23.91%11 10.87%5 4.35%2 46 2.41

100% of the time 75% of the time 50% of the time 25% of the time Never on my phone (no label) 0% 20% 40% 60% 80% 100% 100% of the

time 75% of thetime 50% of thetime 25% of thetime Neve r on myphone TotalA Ratingve rage (no

label )

43.48% 20

56.52% 26

Q9

If you can't view a website or

video/picture on your phone - what do you

do (mostly)?

Answ ered: 46 Skipped: 11

Save it to vi ew on a desktop later Nothing 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Save it to view on a desktop later Nothing

(28)

8.33% 4 68.75% 33 18.75% 9 4.17% 2 0% 0 0% 0

Q10

How much is your phone bill per

month (incl. bills, credit, games, apps)?

Answ ered: 48 Skipped: 9

Total 48 Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(29)

33.33% 16

31.25% 15

18.75% 9

12.50% 6

4.17% 2

Q11

How many hours a day do you spend

online on your phone? (average)

Answ ered: 48 Skipped: 9

Total 48

Less than 2

hours 2 to 4 hours4 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 2 hours 2 to 4 hours 4 to 8 hours 8 to 12 hours More than 12

(30)

6.25% 3

56.25% 27

35.42% 17

0% 0

2.08% 1

Q12

How many hours a day do you spend

on your desktop/laptop? (average)

Answ ered: 48 Skipped: 9

Total 48

I don't hav e a

desktop/lapto p

Less than 44 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

I don' t have a desktop/laptop Less than 4

4 to 8 hours 8 to 12 hours More than 12

(31)

27.08% 13

83.33% 40

45.83% 22

25% 12

25% 12

Q13

If you could only do two things on

your smartphone, what would they be?

Answ ered: 48 Skipped: 9

Total Respondents: 48 Calls (including Skype, Viber) Text (including Whats App, Snap Chat)

Social MediaT he Internet (minus social media) Take photos and vi deos 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Calls (inc ludi ng Skype, Viber)

Text (inc ludi ng Whats App, Snap Chat) Soci al Medi a

The Internet (minus soci al medi a) Take phot os and videos

(32)

87.50% 42 58.33% 28 10.42% 5 52.08% 25 16.67% 8 81.25% 39 77.08% 37 22.92% 11 18.75% 9 35.42% 17 83.33% 40

Q14

Do you check your mobile.. (Select as

many as apply)

Answ ered: 48 Skipped: 9

Total Respondents: 48 As soon as you wak... On the loo While driv in g In classe s/lect ure... At work Watching televi sion On public transp ort At the cinema On a

date Exercising Rightbefore you fal... 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

As soon as you wake up On the loo While driving In cl asses/lectures/meetings At work Watching television On public transport At the ci nem a On a date Exerci sing

(33)

2.27% 1 15.91% 7 2.27% 1 68.18% 30 11.36% 5 0% 0

Q15

What's the last thing you do on your

mobile before you go to sleep?

Answ ered: 44 Skipped: 13

Total 44

Make a callS end a text Check your

email CheckFacebook or Twitter

Browse the

Internet Read aniBook 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Make a ca ll Send a text Chec k your email

Chec k Facebook or Twitter Browse the Internet Read an iBook

(34)

48.94% 23

27.66% 13

12.77% 6

10.64% 5

Q16

How many apps do you have installed

on your smartphone?

Answ ered: 47 Skipped: 10

Total 47

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30 89.36% 42 10.64% 5 0% 0 0% 0

Q17

How many of these apps do you look

at daily?

Answ ered: 47 Skipped: 10

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30

(35)

4.26% 2

27.66% 13

21.28% 10

46.81% 22

Q18

If you liked a free app, would you pay

for the upgraded version?

Answe red: 47 Skipped: 10

Total 47

YesR arelyS ometimes Neve r 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes Rarely Sometimes Never 82.98% 39 17.02% 8

Q19

Do you know the difference between a

mobile website and a mobile app?

Answe red: 47 Skipped: 10

YesN o 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes No

(36)

38.30% 18

61.70% 29

Q20

What type of apps do you use the

most?

Answ ered: 47 Skipped: 10

Total 47

Useful, helpful & productive

ones Fun & entertaining ones 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Useful, hel pful & produc tive ones Fun & entertaining ones

32.14% 18

67.86% 38

Q21

Have you ever bought something that

someone on Facebook recommen ded?

Answe red: 56 Skipped: 1

Total 56 YesN o 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes No

(37)

25% 14

35.71% 20

23.21% 13

7.14% 4

8.93% 5

Q22

Before you buy an item (not groceries)

in a shop, how often do you compare the

price online first?

Answ ered: 56 Skipped: 1

Total 56

Neve r 25% of the

time 25% to 50%of the time 50% to 75%of the time Ov er 75% ofthe time 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Never

25% of the time 25% to 50% of the time 50% to 75% of the time Over 75% of the time

88.68% 47

7.55% 4

3.77% 2

Q23

Do you prefer to make the final

purchase on your desktop/laptop or your

mobile?

Answe red: 53 Skipped: 4

Desktop/Laptop Mobile N/A

0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Desktop/Lapt op Mobile N/A

(38)

EARLY TWENTIES

(19-24)

0% 0 0% 0 100% 305 0% 0 0% 0 0% 0

Q1

How old are you?

Answ ered: 305 Skipped: 0

Total 305 Under 15 15-18 19-242 5-293 0-35 Ov er 36 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 15 15-18 19-24 25-29 30-35 Over 36

(39)

39.67% 121

60.33% 184

Q2

Are you

Answ ered: 305 Skipped: 0

Total 305 Male Female 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Male Female 0.33% 1 12.79% 39 82.62% 252 3.93% 12 0.33% 1

Q3

How old were you when you got your

first mobile?

Answ ered: 305 Skipped: 0

Under 56 -10 11-15 16-20 Ov er 21 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 5 6-10 11-15 16-20 Over 21

(40)

63.93% 195

36.07% 110

Q4

Is your phone..

Answ ered: 305 Skipped: 0

Total 305

Pay As You Go Bill Phone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Pay As You Go Bill Phone 53.47% 162 33.00% 100 10.89% 33 1.65% 5 0.33% 1 0.66% 2

Q5

How much do you spend on non-digital

books, magazines, newspapers per

month?

Answ ered: 303 Skipped: 2

Less than €5 €5 to €20 €20 to €50 €50 to €100€ €200100 to Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(41)

94.43% 288

5.57% 17

Q6

Is your phone a smart phone? (i.e. It

connects to the Internet)

Answ ered: 305 Skipped: 0

Total 305 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No 57.14% 164 40.07% 115 2.79% 8 2.79% 8 0.35% 1

Q7

Which of the following do you own?

Answ ered: 287 Skipped: 18

iOS (Apple) AndroidB lackberry WindowsI don't own a smartphone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

iOS (Appl e) Android Blac kberry Windows

(42)

Q8

How often do you check Facebook on

your phone?

Answ ered: 269 Skipped: 36

19.70%

53 38.66%104 29.37%79 11.52%31 0.74%2 269 2.35

100% of the time 75% of the time 50% of the time 25% of the time Never on my phone (no label) 0% 20% 40% 60% 80% 100%

100% of the time 75% of the time 50% of the time 25% of the time Neve r on my phone TotalA ve rage Rating (no

label )

32.59% 88

67.41% 182

Q9

If you can't view a website or

video/picture on your phone - what do you

do (mostly)?

Answ ered: 270 Skipped: 35

Total 270 Save it to vi ew on a desktop later Nothing 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Save it to view on a desktop later Nothing

(43)

1.06% 3 40.28% 114 44.88% 127 12.72% 36 1.06% 3 0% 0

Q10

How much is your phone bill per

month (incl. bills, credit, games, apps)?

Answ ered: 283 Skipped: 22

Total 283 Less than €5 €5 to €20 €20 to €50 €50 to €100€ €200100 to Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(44)

24.73% 70

39.22% 111

23.67% 67

8.83% 25

3.53% 10

Q11

How many hours a day do you spend

online on your phone? (average)

Answ ered: 283 Skipped: 22

Total 283

Less than 2

hours 2 to 4 hours4 to 8 hours8 to 12 hoursM ore than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 2 hours 2 to 4 hours 4 to 8 hours 8 to 12 hours More than 12

(45)

7.75% 22

51.06% 145

29.93% 85

10.56% 30

0.70% 2

Q12

How many hours a day do you spend

on your desktop/laptop? (average)

Answ ered: 284 Skipped: 21

Total 284

I don't hav e a

desktop/laptop

Less than 44 to 8 hours8 to 12 hoursM ore than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

I don' t have a desktop/laptop Less than 4

4 to 8 hours 8 to 12 hours More than 12

(46)

45.42% 129

66.90% 190

42.96% 122

19.01% 54

15.49% 44

Q13

If you could only do two things on

your smartphone, what would they be?

Answ ered: 284 Skipped: 21

Total Respondents: 284 Calls (including Skype, Viber) Text (including Whats App, Snap Chat)

Social MediaT he Internet (minus social media) Take photos and vi deos 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Calls (inc ludi ng Skype, Viber) Text (inc ludi ng Whats App, Snap Chat) Soci al Medi a

The Internet (minus soci al medi a) Take phot os and videos

(47)

92.98% 265 59.30% 169 13.68% 39 65.61% 187 65.96% 188 87.37% 249 94.39% 269 15.44% 44 16.84% 48 22.11% 63 81.75% 233

Q14

Do you check your mobile.. (Select as

many as apply)

Answ ered: 285 Skipped: 20

Total Respondents: 285 As soon as you wak... On the loo While driv in g In classe s/lect ure... At work Watching televi sion On public transp ort At the cinema On a

date Exercising Rightbefore you fal... 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

As soon as you wake up On the loo While driving In cl asses/lectures/meetings At work Watching television On public transport At the ci nem a On a date Exerci sing

(48)

3.17% 8 19.44% 49 2.38% 6 56.75% 143 15.87% 40 2.38% 6

Q15

What's the last thing you do on your

mobile before you go to sleep?

Answ ered: 252 Skipped: 53

Total 252

Make a callS end a text Check your

email CheckFacebook or Twitter

Browse the

Internet Read aniBook 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Make a ca ll Send a text Chec k your email Chec k Facebook or Twitter Browse the Internet Read an iBook

(49)

19.72% 56

46.48% 132

19.72% 56

14.08% 40

Q16

How many apps do you have installed

on your smartphone?

Answ ered: 284 Skipped: 21

Total 284

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30 86.62% 246 13.03% 37 0.35% 1 0% 0

Q17

How many of these apps do you look

at daily?

Answ ered: 284 Skipped: 21

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30

(50)

14.84% 42

33.92% 96

20.49% 58

30.74% 87

Q18

If you liked a free app, would you pay

for the upgraded version?

Answ ered: 283 Skipped: 22

Total 283

YesR arelyS ometimes Neve r 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes Rarely Sometimes Never 90.18% 257 9.82% 28

Q19

Do you know the difference between a

mobile website and a mobile app?

Answ ered: 285 Skipped: 20

YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No

(51)

54.09% 152

45.91% 129

Q20

What type of apps do you use the

most?

Answ ered: 281 Skipped: 24

Total 281

Useful, helpful & productive ones

Fun & entertaining ones 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Useful, hel pful & produc tive ones Fun & entertaining ones

40.67% 122

59.33% 178

Q21

Have you ever bought something that

someone on Facebook recommen ded?

Answ ered: 300 Skipped: 5

Total 300 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No

(52)

25.91% 78

20.27% 61

17.61% 53

20.60% 62

15.61% 47

Q22

Before you buy an item (not groceries)

in a shop, how often do you compare the

price online first?

Answ ered: 301 Skipped: 4

Total 301

Neve r 25% of the

time 25% to 50%of the time 50% to 75%of the time Ov er 75% ofthe time 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Never

25% of the time 25% to 50% of the time 50% to 75% of the time Over 75% of the time

83.85% 244

8.59% 25

7.56% 22

Q23

Do you prefer to make the final

purchase on your desktop/laptop or your

mobile?

Answ ered: 291 Skipped: 14

Desktop/Laptop Mobile N/A 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Desktop/Lapt op Mobile N/A

(53)

LATE TWENTIES

(25-29)

0% 0 0% 0 0% 0 100% 257 0% 0 0% 0

Q1

How old are you?

Answ ered: 257 Skipped: 0

Total 257 Under 15 15-18 19-24 25-29 30-35O ve r 36 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 15 15-18 19-24 25-29 30-35 Over 36

(54)

43.58% 112

56.42% 145

Q2

Are you

Answ ered: 257 Skipped: 0

Total 257 Male Female 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Male Female 0% 0 0.78% 2 71.60% 184 26.85% 69 0.78% 2

Q3

How old were you when you got your

first mobile?

Answ ered: 257 Skipped: 0

Total 257 Under 56 -101 1-15 16-20 Ov er 21 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 5 6-10 11-15 16-20 Over 21

(55)

30.74% 79

69.26% 178

Q4

Is your phone..

Answ ered: 257 Skipped: 0

Total 257

Pay As You Go Bill Phone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Pay As You Go Bill Phone 39.84% 102 46.88% 120 12.11% 31 1.17% 3 0% 0 0% 0

Q5

How much do you spend on non-digital

books, magazines, newspapers per

month?

Answ ered: 256 Skipped: 1

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(56)

98.44% 253

1.56% 4

Q6

Is your phone a smart phone? (i.e. It

connects to the Internet)

Answ ered: 257 Skipped: 0

Total 257 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No 66.01% 167 32.81% 83 3.16% 8 2.37% 6 0% 0

Q7

Which of the following do you own?

Answ ered: 253 Skipped: 4

iOS (Apple) AndroidB lackberryW indowsI don't own a smartphone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

iOS (Appl e) Android Blac kberry Windows

(57)

Q8

How often do you check Facebook on

your phone?

Answ ered: 232 Skipped: 25

18.53%

43 37.50%87 31.03%72 11.21%26 1.72%4 232 2.40

100% of the time 75% of the time 50% of the time 25% of the time Never on my phone (no label) 0% 20% 40% 60% 80% 100% 100% of the

time 75% of thetime 50% of thetime 25% of thetime Neve r on myphone TotalA Ratingve rage (no

label )

31.33% 73

68.67% 160

Q9

If you can't view a website or

video/picture on your phone - what do you

do (mostly)?

Answ ered: 233 Skipped: 24

Save it to vi ew on a desktop later Nothing 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Save it to view on a desktop later Nothing

(58)

0.83% 2 10.83% 26 58.33% 140 27.08% 65 2.92% 7 0% 0

Q10

How much is your phone bill per

month (incl. bills, credit, games, apps)?

Answ ered: 240 Skipped: 17

Total 240 Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(59)

27.76% 68

46.94% 115

20.41% 50

4.08% 10

0.82% 2

Q11

How many hours a day do you spend

online on your phone? (average)

Answ ered: 245 Skipped: 12

Total 245

Less than 2

hours 2 to 4 hours4 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 2 hours 2 to 4 hours 4 to 8 hours 8 to 12 hours More than 12

(60)

5.71% 14

34.29% 84

34.69% 85

23.67% 58

1.63% 4

Q12

How many hours a day do you spend

on your desktop/laptop? (average)

Answ ered: 245 Skipped: 12

Total 245

I don't hav e a

desktop/lapto p

Less than 44 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

I don' t have a desktop/laptop Less than 4

4 to 8 hours 8 to 12 hours More than 12

(61)

51.02% 125

68.98% 169

35.10% 86

23.67% 58

19.18% 47

Q13

If you could only do two things on

your smartphone, what would they be?

Answ ered: 245 Skipped: 12

Total Respondents: 245 Calls (including Skype, Viber) Text (including Whats App, Snap Chat)

Social MediaT he Internet (minus social media) Take photos and vi deos 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Calls (inc ludi ng Skype, Viber)

Text (inc ludi ng Whats App, Snap Chat) Soci al Medi a

The Internet (minus soci al medi a) Take phot os and videos

(62)

91.02% 223 57.55% 141 21.63% 53 37.55% 92 83.67% 205 81.63% 200 85.31% 209 19.18% 47 19.18% 47 14.29% 35 75.92% 186

Q14

Do you check your mobile.. (Select as

many as apply)

Answ ered: 245 Skipped: 12

Total Respondents: 245 As soon as you wak... On the loo While driv in g In classe s/lect ure... At work Watching televi sion On public transp ort At the cinema On a

date Exercising Rightbefore you fal... 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

As soon as you wake up On the loo While driving In cl asses/lectures/meetings At work Watching television On public transport At the ci nem a On a date Exerci sing

(63)

1.48% 3 13.30% 27 5.42% 11 60.10% 122 16.26% 33 3.45% 7

Q15

What's the last thing you do on your

mobile before you go to sleep?

Answ ered: 203 Skipped: 54

Total 203

Make a callS end a text Check your

email CheckFacebook or Twitter

Browse the

Internet Read aniBook 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Make a ca ll Send a text Chec k your email

Chec k Facebook or Twitter Browse the Internet Read an iBook

(64)

17.50% 42

36.25% 87

32.50% 78

13.75% 33

Q16

How many apps do you have installed

on your smartphone?

Answ ered: 240 Skipped: 17

Total 240

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30 84.17% 202 15.83% 38 0% 0 0% 0

Q17

How many of these apps do you look

at daily?

Answ ered: 240 Skipped: 17

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30

(65)

27.80% 67

26.14% 63

29.05% 70

17.01% 41

Q18

If you liked a free app, would you pay

for the upgraded version?

Answe red: 241 Skipped: 16

Total 241

Yes Rarely Sometimes Neve r 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes Rarely Sometimes Never 92.98% 225 7.02% 17

Q19

Do you know the difference between a

mobile website and a mobile app?

Answe red: 242 Skipped: 15

YesN o 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes No

(66)

70.12% 169

29.88% 72

Q20

What type of apps do you use the

most?

Answ ered: 241 Skipped: 16

Total 241

Useful, helpful & productive

ones Fun & entertaining ones 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Useful, hel pful & produc tive ones Fun & entertaining ones

52.05% 127

47.95% 117

Q21

Have you ever bought something that

someone on Facebook recommen ded?

Answe red: 244 Skipped: 13

Total 244 YesN o 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes No

(67)

19.92% 49

26.02% 64

21.95% 54

14.63% 36

17.48% 43

Q22

Before you buy an item (not groceries)

in a shop, how often do you compare the

price online first?

Answ ered: 246 Skipped: 11

Total 246

Neve r 25% of the

time 25% to 50%of the time 50% to 75%of the time Ov er 75% ofthe time 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Never

25% of the time 25% to 50% of the time 50% to 75% of the time Over 75% of the time

81.89% 199

11.11% 27

7.00% 17

Q23

Do you prefer to make the final

purchase on your desktop/laptop or your

mobile?

Answ ered: 243 Skipped: 14

Desktop/Laptop Mobile N/A

0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Desktop/Lapt op Mobile N/A

(68)

EARLY THIRTIES

(30-35)

0% 0 0% 0 0% 0 0% 0 100% 181 0% 0

Q1

How old are you?

Answ ered: 181 Skipped: 0

Total 181 Under 15 15-18 19-24 25-29 30-35O ve r 36 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Under 15 15-18 19-24 25-29 30-35 Over 36

(69)

50.83% 92

49.17% 89

Q2

Are you

Answ ered: 181 Skipped: 0

Total 181 MaleF emale 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Male Female 0% 0 0% 0 13.26% 24 77.90% 141 8.84% 16

Q3

How old were you when you got your

first mobile?

Answe red: 181 Skipped: 0

Total 181 Under 56 -101 1-15 16-20 Ov er 21 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Under 5 6-10 11-15 16-20 Over 21

(70)

16.02% 29

83.98% 152

Q4

Is your phone..

Answ ered: 181 Skipped: 0

Total 181

Pay As You Go Bill Phone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Pay As You Go Bill Phone 42.78% 77 39.44% 71 12.78% 23 3.33% 6 1.67% 3 0% 0

Q5

How much do you spend on non-digital

books, magazines, newspapers per

month?

Answ ered: 180 Skipped: 1

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(71)

65.91% 116

34.09% 60

1.14% 2

4.55% 8

0% 0

Q7

Which of the following do you own?

Answ ered: 176 Skipped: 5

Total Respondents: 176

iOS (Apple) AndroidB lackberryW indowsI don't own a smartphone 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

iOS (Appl e) Android Blac kberry Windows

I don' t own a smartphone

Q8

How often do you check Facebook on

your phone?

Answ ered: 161 Skipped: 20

18.01% 45.34% 23.60% 9.94% 3.11%

100% of the time 75% of the time 50% of the time 25% of the time Never on my phone (no label) 0% 20% 40% 60% 80% 100% 100% of the

time 75% of thetime 50% of thetime 25% of thetime Neve r on myphone TotalA Ratingve rage (no

(72)

28.99% 49

71.01% 120

Q9

If you can't view a website or

video/picture on your phone - what do you

do (mostly)?

Answ ered: 169 Skipped: 12

Total 169 Save it to vi ew on a desktop later Nothing 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Save it to view on a desktop later Nothing 0% 0 4.57% 8 48.57% 85 41.71% 73 4% 7 1.14% 2

Q10

How much is your phone bill per

month (incl. bills, credit, games, apps)?

Answ ered: 175 Skipped: 6

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to€200 Ov er €200 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than €5 €5 to €20 €20 to €50 €50 to €100 €100 to €200 Over €200

(73)

41.71% 73

45.14% 79

10.29% 18

2.86% 5

0% 0

Q11

How many hours a day do you spend

online on your phone? (average)

Answ ered: 175 Skipped: 6

Total 175

Less than 2

hours 2 to 4 hours4 to 8 hours8 to 12 hours More than 12 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 2 hours 2 to 4 hours 4 to 8 hours 8 to 12 hours More than 12 0.57% 1 37.14% 65 32% 56 29.14% 51 1.14% 2

Q12

How many hours a day do you spend

on your desktop/laptop? (average)

Answ ered: 175 Skipped: 6

I don't hav e a

desktop/lapto p

Less than 44 to 8 hours8 to 12 hours More than 12

0% 20% 40% 60% 80% 100%

Answ er Choices Responses

I don' t have a desktop/laptop Less than 4

4 to 8 hours 8 to 12 hours More than 12

(74)

59.43% 104

56.00% 98

29.71% 52

32% 56

13.71% 24

Q13

If you could only do two things on

your smartphone, what would they be?

Answ ered: 175 Skipped: 6

Total Respondents: 175 Calls (including Skype, Viber) Text (including Whats App, Snap Chat)

Social MediaT he Internet (minus social media) Take photos and vi deos 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Calls (inc ludi ng Skype, Viber)

Text (inc ludi ng Whats App, Snap Chat) Soci al Medi a

The Internet (minus soci al medi a) Take phot os and videos

(75)

85.71% 150 56.00% 98 26.29% 46 30.29% 53 82.86% 145 84.57% 148 85.14% 149 17.71% 31 20% 35 15.43% 27 68.57% 120

Q14

Do you check your mobile.. (Select as

many as apply)

Answ ered: 175 Skipped: 6

Total Respondents: 175 As soon as you wak... On the loo While driv in g In classe s/lect ure... At work Watching televi sion On public transp ort At the cinema On a

date Exercising Rightbefore you fal... 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

As soon as you wake up On the loo While driving In cl asses/lectures/meetings At work Watching television On public transport At the ci nem a On a date Exerci sing

(76)

0% 0 5.84% 8 10.95% 15 51.82% 71 25.55% 35 5.84% 8

Q15

What's the last thing you do on your

mobile before you go to sleep?

Answe red: 137 Skipped: 44

Total 137

Make a callS end a text Check your

email CheckFacebook or Twitter

Browse the

Internet Read aniBook 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Make a ca ll Send a text Chec k your email

Chec k Facebook or Twitter Browse the Internet Read an iBook

9.25% 16

34.10% 59

32.95% 57

23.70% 41

Q16

How many apps do you have installed

on your smartphone?

Answe red: 173 Skipped: 8

Less than 10 10 to 20 20 to 30 More than 30

0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Less than 10 10 to 20 20 to 30 More than 30

(77)

84.88% 146

13.95% 24

0.58% 1

0.58% 1

Q17

How many of these apps do you look

at daily?

Answ ered: 172 Skipped: 9

Total 172

Less than 10 10 to 20 20 to 30 More than 30 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Less than 10 10 to 20 20 to 30 More than 30 26.59% 46 30.64% 53 27.75% 48 15.03% 26

Q18

If you liked a free app, would you pay

for the upgraded version?

Answ ered: 173 Skipped: 8

YesR arelyS ometimes Nev er 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes Rarely Sometimes Never

(78)

94.25% 164

5.75% 10

Q19

Do you know the difference between a

mobile website and a mobile app?

Answe red: 174 Skipped: 7

Total 174 YesN o 0% 20% 40% 60% 80% 100%

Answe r Choices Responses

Yes No

78.61% 136

21.39% 37

Q20

What type of apps do you use the

most?

Answ ered: 173 Skipped: 8

Total 173

Useful, helpful & productive

ones Fun & entertaining ones 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Useful, hel pful & produc tive ones Fun & entertaining ones

(79)

48.59% 86

51.41% 91

Q21

Have you ever bought something that

someone on Facebook recommen ded?

Answ ered: 177 Skipped: 4

Total 177 YesN o 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Yes No 18.54% 33 21.91% 39 17.42% 31 22.47% 40 19.66% 35

Q22

Before you buy an item (not groceries)

in a shop, how often do you compare the

price online first?

Answ ered: 178 Skipped: 3

Neve r 25% of the

time 25% to 50%of the time 50% to 75%of the time Ov er 75% ofthe time 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Never

25% of the time 25% to 50% of the time 50% to 75% of the time Over 75% of the time

(80)

81.66% 138

11.24% 19

7.10% 12

Q23

Do you prefer to make the final

purchase on your desktop/laptop or your

mobile?

Answ ered: 169 Skipped: 12

Total 169 Desktop/Laptop MobileN /A 0% 20% 40% 60% 80% 100%

Answ er Choices Responses

Desktop/Lapt op Mobile N/A

(81)

CONTACT DETAILS

T: 353 1 420 0070

|

WWW.THINKHOUSE.IE

TWITTER.COM/THINKHOUSEIE

|

FACEBOOK.COM/LOVETHINKHOUSE

THE ANNEX, FUMBALLY SQUARE, FUMBALLY LANE, DUBLIN 8

References

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