Opportunity Shocks Ireland: UK: Middle-ageing population Ageing population Young families Teenager/youth surge High savings ratio Low savings ratio Pent up rainy day fund… Less economic shock… … but confidence and … but confidence and economy still to pick up economy still to pick up
Life Online N.B.: Nearly 80% of Irish adults are online 50% of Irish adults are now on Facebook 10% are on twitter 30% have smartphones (50% by end of 2012) Some 60% of adults have bought something online…
Irish and British consumers havestopped trusting their maininstitutions in recent yearsBusinesses have not escapedfrom this process – many are stilloutside the circle of trustNevertheless, the Irish have amore trusting relationship withtheir media than their UKcounterpartsThis translates into greaterlikeability towards advertising ingeneral, and post/catalogues inparticularThe generally positive emotionaldisposition of Irish consumers hassurvived so far…
The Way Ahead Irish consumer spending will grow from €81 billion this year to €88 billion by 2016, providing expanding opportunities for products, services & brands But Irish consumers are diverging from their UK counterparts: in terms of savings, demography and even technology usage Despite similar levels of distrust in general, Irish consumers are more open to their media in terms of messages and engagement But unlocking the opportunity will work best with the right combination of media and marketing activity – both Irish specific and global best in class when appropriate.
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