IAB Ireland Digital Economics Presentation April 2014

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A presentation on digital trends in Ireland at the IAB Ireland launch of the 2013 digital advertising results.

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IAB Ireland Digital Economics Presentation April 2014

  1. 1. Digital Economics © Amárach Research 2014 Digital Economics an Amárach presentation April 2014
  2. 2. Digital Economics © Amárach Research 2014 After 5 years of recession, Irish consumers have gone digital, with the result that a growing share of their spending has become ‘invisible’ in the wider economy. It’s only the beginning…
  3. 3. Digital Economics © Amárach Research 2014 Digital Economics The Consumer Context Blurring Boundaries Smart Opportunities
  4. 4. Digital Economics © Amárach Research 2014 The Consumer Context
  5. 5. Digital Economics © Amárach Research 2014 Five Years On…
  6. 6. Digital Economics © Amárach Research 2014
  7. 7. Digital Economics © Amárach Research 2014
  8. 8. Digital Economics © Amárach Research 2014 Digital Christmas 61% bought Christmas gifts online Source: Amárach Omnibus, January 2014 survey of 1,000 adults Average online spend was €219 = €385million
  9. 9. Digital Economics © Amárach Research 2014 retail sales flat (excluding cars)… …75% of online sales go overseas
  10. 10. Digital Economics © Amárach Research 2014 Blurring Boundaries
  11. 11. Digital Economics © Amárach Research 2014 Making my life easier Making my life harder Google 95% 5% Microsoft 87% 13% Samsung 85% 15% Facebook 84% 16% Apple 81% 19% An Post 73% 27% Supermarkets 71% 29% TV Service Providers 58% 42% Mobile Networks 55% 45% Daily Newspapers 52% 48% Petrol Stations 34% 66% Electricity Providers 33% 67% Banks 24% 76% Government 9% 91%
  12. 12. Digital Economics © Amárach Research 2014Source: Liberty Global/UPC surveys of Internet users, 2013 74 58 49 48 45 Poland Ireland Germany Netherlands Belgium % research offline, buy online
  13. 13. Digital Economics © Amárach Research 2014 Smart Shoppers Amárach survey of smartphone owners November 2013 49% have used their smartphone to check for lower prices while still in store 59% have looked at a product in a shop intending to buy it online afterwards
  14. 14. Digital Economics © Amárach Research 2014 Vulnerable Categories
  15. 15. Digital Economics © Amárach Research 2014 Retail Loyalty
  16. 16. Digital Economics © Amárach Research 2014 Illicit Digital 35% of consumers have consumer pirated digital content
  17. 17. Digital Economics © Amárach Research 2014 New Currencies 48% of Irish consumers have heard of bitcoin 1% own bitcoin while 5%interested 3% of Irish companies currently accept… …11% planning to accept in future Source: Amárach Omnibus, March 2014 survey of 1,000 adults Source: Amárach Omnibus, February 2014 survey of 200 IT decision makers
  18. 18. Digital Economics © Amárach Research 2014 Smart Opportunities
  19. 19. Digital Economics © Amárach Research 2014
  20. 20. Digital Economics © Amárach Research 2014 e. gerard.oneill@amarach.com t. 01 410 5200 w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch s. slideshare.net/amarach

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