The Smart Future - An Amárach Research Report

The Smart Future An Amárach Briefing May 2011 © Amárach ResearchThe Smart Future 1

The Smart FutureWorld’s First Smart Phone http://www.retrocom.com/bellsouth_ibm_simon.htm

The Smart Future1. About Amárach insight + foresight2. The Social Explosion all together now3. The Smart Future next wave capitalism

The Smart Future1. About Amárach insight + foresight

The Smart FutureWe are an independent market researchagency, providing a full range of researchservices to our Irish and internationalclients. We have worked with two thirds ofIreland‟s top 200 companies. Every yearwe survey over 100,000 people at homeand abroad, as well as running hundredsof focus groups.Our experienced team of directors andexecutives manage online, face-to-faceand cati surveys; as well as qualitativeresearch including focus groups, in-depthsand ethnographic studies. We also offer aunique field-only service to universities andinternational agencies.Amárach Research is proud to be:

The Smart Future2. The Social Explosion all together now

Tipping PointsYear in which technology used by majority of Irish adults for first time: Home PC Broadband Smartphone landline 2005 2009 2012* 1980s 1990s 2000s 2010s Internet Facebook 2007 2011* Mobile 2000 * Amárach forecastThe Smart Future 7

Smartphone InflectionThe Smart Future 8

Approaching the Tipping PointThe Smart Future 9

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)”The Smart Future 10

Mind The Gap Smartphone Penetration in Ireland 47% 55% 63% 63% 66% 67% 71% 73% 53% 45% 37% 37% 34% 33% 29% 27% All Male Female 15-24s 25-34s 35-44s 45-54s 55+ smartphone standard phone Source: Amárach Research, May 2011The Smart Future 11

Smartphone Handsets Market Share 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!) * all others NB: caution using data as small sample for HTC & Blackberry usersThe Smart Future Source: Amárach Research, May 2011 12

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! Source: Amárach Research, May 2011The Smart Future 13

Surfing the Web 34% of smart phone users surfs the web on their smart phone when there‟s a pc/laptop nearby ... every day (only 1 in 4 never does this) * all others Source: Amárach Research, May 2011The Smart Future 14

The Smart FutureSocial Media Timeline

Facebook users in Ireland* Only Connect May 2011: 1,937,000 May 2009: 64% of internet users 627,000 42% of Irish adultsThe Smart Future 16 * socialbakers.com

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 Source: Amárach Research, May 2011The Smart Future 17

New App Downloads (past month) Average smartphone owner has downloaded 4.8 new apps in the past month Downloaders more likely to be male/25-34 * all others Source: Amárach Research, May 2011The Smart Future 18

The Smart FutureSources of information about Apps: W.O.M. web adverts 83% of smartphone users are on Facebook 25% of smartphone users use twitter

Smart Ads 27% of smart phone users have clicked on an advertisement on their smart phone (whether online or in an app) More likely to be male/15-24s * all others Source: Amárach Research, May 2011The Smart Future 20

The Smart Future3. The Smart Future next wave capitalism

The Smart CycleThe Smart Future 22

Hard Choice Which would you choose if you had to choose between having a smartphone or having a laptop (with internet access)? % choosing their smartphone: * all others Source: Amárach Research, May 2011The Smart Future 23

Economics Will Still Drive UptakeThe Smart Future 24

Smart Recovery:smartphones will drive consumer spending * ESRI forecastsThe Smart Future 25

mCommerce mCommerce 2012 = €800m in Irish consumer market termsThe Smart Future 26

Who Will Fill The Gap First? Smartphone Penetration in Ireland 47% 55% 63% 63% 66% 67% 71% 73% 53% 45% 37% 37% 34% 33% 29% 27% All Male Female 15-24s 25-34s 35-44s 45-54s 55+ smartphone standard phone Source: Amárach Research, May 2011The Smart Future 27

The Smart FutureSocial Technology is going through its Cambrian Explosion The Cambrian Explosion The Social Explosion (TSX)

The Smart FutureThe consumer spending pie isback to the size it was in 2006 (not1986!)When the economy recovers nextyear things will not go back to„normal‟.Key features of the consumerlandscape have changedirrevocably, driven by majortechnology inflection points(broadband, social networks andsmartphones).New patterns of consumertransactions, communications andtrust formation will emege.Next wave capitalism will bedriven by The Social Explosion.

The Smart FutureAmárach 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 multipleinflection points now ahead of us in Ireland. For more details contact: Gerard O’Neill Chairman Sean Nolan Associate Directoror Anita Mullan Snr. Research Executive t. 01 410 5200 e. info@amarach.com w. www.amarach.com b. www.amarach.com/blog tw. twitter.com/AmarachResearch

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The Smart Future - An Amárach Research Report

by Amárach Research on May 16, 2011

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