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!
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.
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.
CONTACT DETAILS
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THE ANNEX, FUMBALLY SQUARE, FUMBALLY LANE, DUBLIN 8
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)
MAIN REPORT
1.91% 16 6.79% 57 36.35% 305 30.63% 257 21.57% 181 2.74% 23Q1
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
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: 0Under 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
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
95.59% 802
4.41% 37
Q6
Is your phone a smart phone? (i.e. It
connects to the Internet)
Answ ered: 839 Skipped: 0Total 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
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
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: 61Total 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
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: 53Total 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
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: 52Total 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
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: 53Total 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
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: 51Total 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
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: 172Total 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
18.38% 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: 61Total 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: 62Less 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
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: 61Total 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: 57YesN o 0% 20% 40% 60% 80% 100%
Answ er Choices Responses
Yes No
63.44% 491
36.56% 283
Q20
What type of apps do you use the
most?
Answ ered: 774 Skipped: 65Total 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: 26YesN o 0% 20% 40% 60% 80% 100%
Answ er Choices Responses
Yes No
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
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
TEENAGERS
(15-18)
0% 0 100% 57 0% 0 0% 0 0% 0 0% 0Q1
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
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: 0Under 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
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
84.21% 48
15.79% 9
Q6
Is your phone a smart phone? (i.e. It
connects to the Internet)
Answ ered: 57 Skipped: 0Total 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
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
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: 9Total 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
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: 9Total 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
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: 9Total 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
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: 9Total 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
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: 9Total 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
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: 13Total 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
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: 10Total 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: 10Less 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
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: 10Total 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: 10YesN o 0% 20% 40% 60% 80% 100%
Answe r Choices Responses
Yes No
38.30% 18
61.70% 29
Q20
What type of apps do you use the
most?
Answ ered: 47 Skipped: 10Total 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: 1Total 56 YesN o 0% 20% 40% 60% 80% 100%
Answe r Choices Responses
Yes No
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
EARLY TWENTIES
(19-24)
0% 0 0% 0 100% 305 0% 0 0% 0 0% 0Q1
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
39.67% 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: 0Under 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
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
94.43% 288
5.57% 17
Q6
Is your phone a smart phone? (i.e. It
connects to the Internet)
Answ ered: 305 Skipped: 0Total 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
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
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: 22Total 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
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: 22Total 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
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: 21Total 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
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: 21Total 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
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: 20Total 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
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: 53Total 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
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: 21Total 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: 21Less 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
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: 22Total 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: 20YesN o 0% 20% 40% 60% 80% 100%
Answ er Choices Responses
Yes No
54.09% 152
45.91% 129
Q20
What type of apps do you use the
most?
Answ ered: 281 Skipped: 24Total 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: 5Total 300 YesN o 0% 20% 40% 60% 80% 100%
Answ er Choices Responses
Yes No
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: 4Total 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
LATE TWENTIES
(25-29)
0% 0 0% 0 0% 0 100% 257 0% 0 0% 0Q1
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
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: 0Total 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
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
98.44% 253
1.56% 4
Q6
Is your phone a smart phone? (i.e. It
connects to the Internet)
Answ ered: 257 Skipped: 0Total 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
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
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: 17Total 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
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: 12Total 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
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: 12Total 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
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: 12Total 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
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: 12Total 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
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: 54Total 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
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: 17Total 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: 17Less 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
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: 16Total 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: 15YesN o 0% 20% 40% 60% 80% 100%
Answe r Choices Responses
Yes No
70.12% 169
29.88% 72
Q20
What type of apps do you use the
most?
Answ ered: 241 Skipped: 16Total 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: 13Total 244 YesN o 0% 20% 40% 60% 80% 100%
Answe r Choices Responses
Yes No
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
EARLY THIRTIES
(30-35)
0% 0 0% 0 0% 0 0% 0 100% 181 0% 0Q1
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
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: 0Total 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
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
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: 2018.01% 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
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: 6Less 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
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: 6Total 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
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: 6Total 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
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: 6Total 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
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: 44Total 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
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: 9Total 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: 8YesR arelyS ometimes Nev er 0% 20% 40% 60% 80% 100%
Answ er Choices Responses
Yes Rarely Sometimes Never
94.25% 164
5.75% 10
Q19
Do you know the difference between a
mobile website and a mobile app?
Answe red: 174 Skipped: 7Total 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: 8Total 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
48.59% 86
51.41% 91
Q21
Have you ever bought something that
someone on Facebook recommen ded?
Answ ered: 177 Skipped: 4Total 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
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
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