The Smart Future                   An Amárach Briefing                                May 2011                            ...
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...
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 i...
The Smart Future2. The Social Explosion   all together now
Tipping PointsYear in which technology used by majority of Irish adults for first time:                                   ...
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     ...
Mind The Gap                      Smartphone Penetration in Ireland                                           47%         ...
Smartphone Handsets Market Share  Smartphone users have had a mobile phone for over 12 years (any kind),  slightly longer ...
Smartphone User Profiles              Apple iPhone: consistent with total smartphone market              profile, more mal...
Surfing the Web           34% of smart phone users surfs the web on their           smart phone when there‟s a pc/laptop n...
The Smart FutureSocial Media Timeline
Facebook users in Ireland* Only Connect                              May 2011:                              1,937,000   Ma...
Most Used Smartphone Apps                   Social network apps: 56% of all smartphone users, strong                   fem...
New App Downloads (past month)            Average smartphone owner has downloaded 4.8            new apps in the past mont...
The Smart FutureSources of information about Apps:           W.O.M.                            web                        ...
Smart Ads             27% of smart phone users have clicked on an             advertisement on their smart phone (whether ...
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 ac...
Economics Will Still Drive UptakeThe Smart Future                     24
Smart Recovery:smartphones will drive consumer spending                                           * ESRI forecastsThe Smar...
mCommerce                     mCommerce 2012                      = €800m in Irish                   consumer market terms...
Who Will Fill The Gap First?                      Smartphone Penetration in Ireland                                       ...
The Smart FutureSocial Technology is going through its Cambrian Explosion                                                 ...
The Smart FutureThe consumer spending pie isback to the size it was in 2006 (not1986!)When the economy recovers nextyear t...
The Smart FutureAmárach has launched a revolutionary new         research programme:                TSX  the social explos...
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The Smart Future - An Amárach Research Report

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A survey of smartphone users and the potential impact of smartphones on Ireland's economic recovery.

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The Smart Future - An Amárach Research Report

  1. 1. The Smart Future An Amárach Briefing May 2011 © Amárach ResearchThe Smart Future 1
  2. 2. The Smart FutureWorld’s First Smart Phone http://www.retrocom.com/bellsouth_ibm_simon.htm
  3. 3. The Smart Future1. About Amárach insight + foresight2. The Social Explosion all together now3. The Smart Future next wave capitalism
  4. 4. The Smart Future1. About Amárach insight + foresight
  5. 5. 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:
  6. 6. The Smart Future2. The Social Explosion all together now
  7. 7. 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
  8. 8. Smartphone InflectionThe Smart Future 8
  9. 9. Approaching the Tipping PointThe Smart Future 9
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. The Smart FutureSocial Media Timeline
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. The Smart Future3. The Smart Future next wave capitalism
  22. 22. The Smart CycleThe Smart Future 22
  23. 23. 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
  24. 24. Economics Will Still Drive UptakeThe Smart Future 24
  25. 25. Smart Recovery:smartphones will drive consumer spending * ESRI forecastsThe Smart Future 25
  26. 26. mCommerce mCommerce 2012 = €800m in Irish consumer market termsThe Smart Future 26
  27. 27. 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
  28. 28. The Smart FutureSocial Technology is going through its Cambrian Explosion The Cambrian Explosion The Social Explosion (TSX)
  29. 29. 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.
  30. 30. 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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