Life Online 2009
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Life Online 2009

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A look at the online life of Ireland's internet users

A look at the online life of Ireland's internet users

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Life Online 2009 Life Online 2009 Presentation Transcript

  • Life Online 2009 An Amárach Research Report 1 Life Online 2009 © Amárach Research, 2009
  • 1. Ireland’s Recession: is life online immune? 2. Reality Check: the ‘5 Cs’ in 2009 3. The eRecovery: will the web save us? 2 Life Online 2009
  • 1. Ireland’s Recession: is life online immune? 3 Life Online 2009 View slide
  • Wrong Way Source: CSO (www.cso.ie) 4 Life Online 2009 View slide
  • Spooked Consumers … 5 Source: ESRI (www.esri.ie) Life Online 2009
  • 6 Life Online 2009 Source: CSO, ESRI, Amárach calculations
  • All Together Is the recession affecting you: 60% 56% 65+ 55-64s 50% ABC1s 35-44s 40% ABC1s 30% Dublin 30% No significant differences for Males internet vs. non-internet users 20% 11% 10% 0% More than it is affecting About the same as it is Less than it is affecting other people affecting other people other people Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 7 Life Online 2009
  • Falling Behind To what extent is your income: 45% 40% 40% 35% 15-24s 29% 28% 30% 35-44s 25% Munster 65+ 20% ABC1s 15% Males No significant differences for 10% internet vs. non-internet users 3% 5% 0% Rising faster than Keeping pace with Rising slower than Not rising at all cost of living cost of living cost of living Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 8 Life Online 2009
  • Not Looking Forward What effect will the recession have one you in next few month? 60% 25-34s 53% 35-44s 50% Males Internet Users 40% 65+ Munster 28% 30% ABC1s 20% 13% 10% 0% A major effect A modest effect No effect Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 9 Life Online 2009
  • Not So Tough? Incidence of personal borrowings and impact: 60% 53% 47% 50% 44% 39% 40% 15-24s C2DEs 65+ 30% Dublin 55-64s Males ABC1s 20% Non-Internet 12% Users 10% 4% 0% No Borrowings Column1 Easily Manageable A cause for A real Borrowings manageable if careful concern problem Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 10 Life Online 2009
  • 2. Reality Check: the ‘5 Cs’ in 2009 11 Life Online 2009
  • Here Comes Everybody From Life Online 2008 Study 67% February 2009 12 Life Online 2009
  • del.icio.us http://www.paulisakson.com/ 13 Life Online 2009
  • 5 Cs: Content % of Irish Internet Users who: 45% 39% 40% 36% 35% 30% Under 25s 24% Males 25% 21% C2DEs 20% 14% 15% 45-54s 10% Males Vodafone 5% 0% Watch Videos Read Irish Read Blogs Listen to Download on YouTube Newspapers Internet Podcasts Online Radio Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 - not comparable to 2008 survey which was online only 14 Life Online 2009
  • Google Nation % of Irish Internet Users who use Google: 40% 34% 35% 30% 25% 22% 22% 20% Under 25s 13% 15% Males 10% Billpay 7% O2 5% 2% 0% Several At least Several At least Less Often Never times a day once a day times a once a week week Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 15 Life Online 2009
  • 5 Cs: Communication % of Irish Internet Users who: 40% 37% 35% 32% 30% Under 25s 23% 25% Females Dublin 20% 15% Over 55s Males 10% Billpay 5% 0% Send SMS from Use MSN Use Skype Web Messenger Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 16 Life Online 2009
  • Home Economics % of Irish Internet Users who have: 100% 86% 90% 80% 71% 70% 70% 60% 50% 55+ 40% Male Under 25s 45-54s Dublin 30% Males Dublin Billpay 20% 10% 0% Broadband at home A Laptop for use at A Wireless Web home Connection at home Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 17 Life Online 2009
  • 5 Cs: Commerce % of Irish Internet Users who: 90% 77% 75% 80% 70% 55% 60% Under 25s 35-44s 50% 43% 42% C2DEs Females 40% 32% Meteor ABC1s 28% 30% 20% 20% 8% 10% 0% Book Book Use Buy Pay Bills Use eBay Buy Buy from Order Flights Hotels & Online Books, Online Clothes iTunes Groceries Holidays Banking CDs, Online Online DVDs Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 18 Life Online 2009
  • 5 Cs: Commuting % of Irish Internet Users who: 30% 27% 25% 24% 23% 23% 25% 20% 20% 15% 10% 5% 0% Access 45-54s ABC1s Dublin Billpay Meteor Work Computer Remotely Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 19 Life Online 2009
  • eTools % of Irish Internet Users who use: 40% 34% 35% 30% 25% 22% Under 25s 20% 55+ 15% Dublin 25-34s 9% Males 10% Munster 5% 0% Google Documents Google Calendar Google Reader Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 20 Life Online 2009
  • 5 Cs: Creation % of Irish Internet Users who: 50% 43% 45% 40% 35% 30% Under 25s 25% Females 20% C2DEs 15% 10% 10% 5% 5% 0% Use Bebo, Use Flickr Write Blog Facebook etc Source: Amárach Research Life Online 2009, Telephone Survey, 1,000 adults, nationally representative sample, February 2009 21 Life Online 2009
  • 3. The eRecovery: will the web save us? 22 Life Online 2009
  • Recessions and Recoveries have one thing in common: they are usually well under way before they show up in the official statistics ... Recessions are macroeconomic phenomena in the main ... whereas Recoveries are microeconomic phenomena. 23 Life Online 2009
  • Recovery 2.0 Freelancing Networking Discovering Innovating 24 Life Online 2009
  • Ní neart go cur le chéile … 25 Life Online 2009
  • Amárach Research 11 Kingswood Business Centre Citywest Business Campus Dublin 24 T. (01) 410 5200 E: gerard.oneill@amarach.com gerard.oneill@ W: www.amarach.com B: www.amarachresearch.blogspot.com 26 Life Online 2009
  • Appendix: About Amárach We are Ireland’s largest independent market research agency, in business since 1989. We focus on delivering two key benefits to our 3rd March 2009 Welcome to the latest edition of consumerforesight from Amárach Research. We clients: have set out to make consumerforesight a more interactive and informative research and planning tool for subscribers. Feel free to invite others to register for our free eLetter on our home page. 1. Consumer Foresight – using research to say ‘what next’. Two months gone, ten to go. Like Keith Richards, we’re all at the stage of “it’s good to be here – it’s good to be anywhere”. But it is tough out there. Against a background of industrial unrest (even the Gardaí are protesting!), we shouldn’t be surprised if 2. Business Insight consumers are on something of a ‘go slow’ themselves. – using research to make business decisions. But it won’t last. It’s too early for green shoots, but as time goes by people will want to buy: especially those still in secure jobs who are faced with extraordinary bargains in shops, hotels and car showrooms. Irish consumers don’t really do hair shirts. When we have money we can afford to spend then we’re usually We provide the full array of market research inclined to spend it: assuming we’re getting good value and not being ripped off. services including: Don’t forget: for every person in Ireland with a mortgage, loan or ‘maxed out’ credit card there is another person without any debt (at all). W hat are you doing to tap the ‘worried well’ market? - Quantitative: face-to-face, telephone, web - Qualitative: focus groups, in-depths, ethnographic Before you embark on a new brand or Business is about passion: so for that matter is - Field Only: for international & domestic agencies business just remember Seth Godin’s the economy – check out some wise words on the three things you need read more role of passion in success read more With the world all ‘a-twitter’ don’t forget How not to do food marketing: quite possibly the the future is on the TV read more worst food in the world read more Register for our free fortnightly eletter It’s all down to psychology – an Amárach Optimistic people are healthy and happy – even presentation on how Irish consumers will when the economy is collapsing around them: lead us to recovery read more what are you doing for optimism? read more consumerforesight at: www.amarach.com Read our daily blog: Amárach Research will present a paper on ‘Life Online 2009’ at Comreg’s ICT Research conference on 12th www.amarachresearch.blogspot.com 27 Life Online 2009