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The Smart Future
The Smart Future
An Amárach Briefing
May 2011
The Smart Future World’s First Smart Phone
The Smart Future
1. About Amárach
insight + foresight
2. The Social Explosion
all together now
3. The Smart Future
next wave capitalism
The Smart Future
1. About Amárach
insight + foresight
The Smart Future
We are an independent market research agency, providing a full range of research services to our Irish and international
clients. We have worked with two thirds of Ireland‟s top 200 companies. Every year we survey over 100,000 people at home and abroad, as well as running hundreds of focus groups.
Our experienced team of directors and executives manage online, face-to-face and cati surveys; as well as qualitative research including focus groups, in-depths and ethnographic studies. We also offer a unique field-only service to universities and international agencies.
The Smart Future
2. The Social Explosion
all together now
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The Smart Future
Tipping Points
1980s 1990s
2000s
2010s
Year in which technology used by majority of Irish adults for first time:
landline
Home PC
2005
Mobile
2000
Internet
2007
Broadband
2009
2011*
Smartphone
2012*
* Amárach forecast8
The Smart Future
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The Smart Future
Smart Ireland
Online survey of 844 Irish mobile phone users in May
2011, including 311 smartphone users
(= 37% of all with mobile phone)
Q. “Is your mobile phone a „smart phone‟, i.e.: one you can use to surf the internet, download apps etc? (E.g.: Apple iPhone, BlackBerry, Nokia N & E series, HTC, Samsung and certain other types of touch phones etc)”
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The Smart Future
Mind The Gap
Source: Amárach Research, May 2011
37% 45% 29% 37% 53% 34% 33% 27% 63% 55% 71% 63% 47% 66% 67% 73%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
Smartphone Penetration in Ireland
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The Smart Future
Smartphone Handsets Market Share
* all others
Source: Amárach Research, May 2011
NB: caution using data as small sample for HTC & Blackberry users
Smartphone users have had a mobile phone for over 12 years (any kind), slightly longer than average user (11 years).
The average smartphone user has had a smartphone for 12 months (Blackberry users for 22 months!)
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The Smart Future
Smartphone User Profiles
Apple iPhone: consistent with total smartphone market profile, more male than female, 25-34 bias
Nokia: stronger male bias, and older age profile -especially over 45s
Samsung: strongest female bias, and youngest age profile – especially 15-24s
Blackberry: strongest male bias, strongest bias towards 25-34s, highest bias towards ABC1s, highest % with
Masters degrees!
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The Smart Future
Surfing the Web
* all others
Source: Amárach Research, May 2011
34% of smart phone users surfs the web on their
smart phone when there‟s a pc/laptop nearby ...
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Only Connect
May 2009:
627,000
May 2011:
1,937,000
Facebook users in Ireland*
* socialbakers.com
64% of internet users
42% of Irish adults
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The Smart Future
Most Used Smartphone Apps
Social network apps: 56% of all smartphone users, strong female bias, higher among 15-24, higher for iPhone & HTC
Map/travel apps: 41% of all smartphone users, stronger male bias, higher among 35-44s, higher for iPhone users
News apps: 37% of all smartphone users, stronger male bias, higher among 25-34s, higher for iPhone users
Music apps: 34% of all smartphone users, stronger male bias, higher among 15-34s, higher for Samsung & HTC
Gaming apps: 28% of all smartphone users, slight male bias, higher among 25-34s, higher for iPhone users
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The Smart Future
New App Downloads (past month)
* all others
Source: Amárach Research, May 2011
Average smartphone owner has downloaded 4.8
new apps in the past month
The Smart Future
83% of smartphone users are on
25% of smartphone users use
Sources of information about Apps:
W.O.M.
web
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The Smart Future
Smart Ads
* all others
Source: Amárach Research, May 2011
27% of smart phone users have clicked on an
advertisement
on their smart phone (whether
online or in an app)
The Smart Future
3. The Smart Future
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Hard Choice
* all others
Source: Amárach Research, May 2011
Which would you choose if you had to choose between having
a smartphone or having a laptop (with internet access)?
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Smart Recovery:
smartphones will drive consumer spending
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mCommerce
mCommerce 2012
= €800m in Irish
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Who Will Fill The Gap First?
Source: Amárach Research, May 2011
37% 45% 29% 37% 53% 34% 33% 27% 63% 55% 71% 63% 47% 66% 67% 73%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
Smartphone Penetration in Ireland
The Smart Future
The
Cambrian
Explosion
The
Social
Explosion
(
TSX
)
The Smart Future
The consumer spending pie is
back to the size it was in 2006 (not 1986!)
When the economy recovers next year things will not go back to
„normal‟.
Key features of the consumer landscape have changed
irrevocably, driven by major technology inflection points
(broadband, social networks and smartphones).
New patterns of consumer
transactions, communications and trust formation will emege.
Next wave capitalism will be driven by The Social Explosion.
The Smart Future
Amárach has launched a revolutionary new research programme:
TSX
the social explosion
To equip businesses, agencies and other organisations that need to track, monitor and manage their response to the multiple inflection points now ahead of us in Ireland.
For more details contact: Gerard O’Neill Chairman
Sean Nolan Associate Director
or Anita Mullan Snr. Research Executive t. 01 410 5200
e. [email protected] w. www.amarach.com b. www.amarach.com/blog tw. twitter.com/AmarachResearch
