How 'Appy' are the Northern Irish?

How ‘Appy’ Are the Northern Irish? A Presentation Prepared with Fleishman Hillard May 2012 1

Objectives & Methodology The primary objective of the research was: “To gain a better understanding of the attitudes and behaviours of Smart Phone users towards mobile phone apps”. An online approach was used among Northern Irish residents who currently have a Smart Phone. A total of 221 interviews were conducted and the only quota that was put in place was to achieve a minimum of 50 interviews among those living in Belfast. Apart from that, there was natural fallout among Smart Phone users. All research was carried out between Tuesday 1st and Monday 7th May 2012. 2

Profile of Sample – Smart Phone Users (Base: All NI adults aged 16+ with a smart phone – 221) Gender Age Region Region % % % % 16-24 5 Belfast 25-34 23 Antrim 25 35 Male 53 Armagh 35-44 Derry/ 7 24 London Derry 13 Outside 45-54 Belfast 77 Down 25 20 Female Ferman 47 agh 3 55+ Tyrone 21 22 Those with Smart Phones were predominately male and aged 25-54. 3

MAIN FINDINGS 4

Smart Phone Users Have On Average, 24 Apps Each (Base: All NI adults aged 16+ with a smart phone – 221)Q.2 In total; approximately how many apps do you have? 5

On Average, Just Under One Hour is Spent UsingApps on A Daily Basis (Base: All NI adults aged 16+ with a smart phone – 221) % iPhone 3G 44% Less than 10 Mins 19 01.01 Tuesday, April 24 15-24 year olds spend 11-30 Mins 66% Spend Up to 27 more time on their apps – 1 Hour Per Day approximately 83 minutes per day while those over 55 years spend the least 31-59 Mins 20 amount of time (26). Belfast residents spend on average 79 minutes per 1-2 Hours 21 day using apps. 3-4 Hours 5+ Hours 3 1 Don’t use on a daily basis 9 slide to unlock Average: 53 MinutesQ.3 how much time do you spend using apps on a daily basis on your smart phone? 6

Smart Phone Users Have a Wide Variety of Apps onTheir Smart Phones (Base: All NI adults aged 16+ with a smart phone – 221) Social Map/travel Weather News Gaming Music Photo/Video Networks Entertainment Banking/ Travel Utilities Books/ Sports Health & Financial Reading Fitness Work Related Lifestyle Reference Education Productivity Catalogues Medical The majority (7 in 10) have a Social Networking app on their phone, circa 6 in 10 have Maps/Travel, Weather and News. While over half have Gaming, Music and Photo/Video. Just over 1 in 3 have a Banking/Financial app (36%).Q.4a Which of these types of apps do you have on your smart phone? 7

Social Networking Apps Are Preferred Given Almost1 in 3 Claim They Could Not Live Without Them (Base: All NI adults aged 16+ with a smart phone – 221) Social Networks Map/travel News Gaming Photo/Video Music Banking/ FinancialQ.4b What one app could you not do without? #All other mentions 3% or less 8

1 in 2 Claim They Use Their Apps At Home the Most (Base: All NI adults aged 16+ with a smart phone – 221) When Out & At Home In Work About On Public In the In the Car Transport BathroomQ.5 Where do you use apps the most? 9

7 in 10 Believe That Apps Have Made Their Life ALot Easier To Some Degree (Base: All NI adults aged 16+ with a smart phone – 221) “I worry about the “Apps have made my security of the life a lot easier” information I provide when using Apps” % % 19 Strongly Agree (5) 26 71% 54% 35 Slightly Agree (4) 45 Neither/Nor (3) 24 21 Slightly Disagree (2) 15 4 Strongly Disagree (1) 5 7 Mean: 3.8 3.4Q.6 How strongly would you agree/disagree with each statement? 10

1 in 5 Are Unsure As To What Their ‘Dream’ AppWould Do – They Have Never Thought About It! (Base: All NI adults aged 16+ with a smart phone – 221)Don’t know/never thought 33 Give me the winning Lottoabout it numbers 3 8 A household manager/homeOrganise my day budgeting/financial advice 2Give me money/earn money 4 Make me tea 2I don’t want one/need one 4 Calculate calories in food 2 All social networking apps in 2Be a game 3 one Find/ update software and 2Make a shopping list 3 fixes automaticallyQ.7 What would your dream app do? # All other mentions 1% or less 11

Half Claim That Their Main Financial Provider Offers A BankingApp; Of Which 2 in 5 Use At Least Every Couple of Days (Base: All NI adults aged 16+ with a smart phone – 221) Does your main financial Frequency of using institution provide a Banking app banking app? % % A couple of times a day No At least once a day 6 7 12% 49% Yes Every couple of days Don’t know 27 39% Once a week 14 Once every couple of weeks Once a month 6 Lest often 5 6 Never 18Q.8a Does your main financial institution provide a banking app?Q.8b How often do you use this banking app to access your bank account? 12

A Preference For a Mobile Banking App to KeepTrack of Finances And Make Online Payments (Base: All NI adults aged 16+ with a smart phone – 221) Keep Track Make Online Transfer of Finances Payments Money Pay for Goods & Services Top Up Apply for New Directly in Shops Mobile Phone ProductsQ.9 Which of the following would you like to be able to do with a banking app? 13

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How 'Appy' are the Northern Irish?

by Amárach Research on Jun 02, 2012

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