Presentation to the An Post Mail Media Unit 'Direct Debate' October 2013. More details here: http://www.anpost.ie/AnPost/AnPostDM/Home

1. Drivers & Drinking
Media Insights Briefing:
Youth Market Opportunities
October 2013
An Post © Amárach Research 2013

2. 1. Good Mood
2. Serious Numbers
3. Direct Connect

3. 1. Good Mood

11. 2. Serious Numbers

12. Projections
Adults Base: 2011 2016:M1 2016:M2 2016:M3
18-20 172,705 162,274 161,088 159,877
21-25 304,947 245,539 241,641 236,477
26-29 297,039 229,572 227,277 223,870
18-29 774,691 637,385 630,006 620,224
Declines
Base: 2011 2016:M1 2016:M2 2016:M3
18-20 - -6.0% -6.7% -7.4%
21-25 - -19.5% -20.8% -22.5%
26-29 - -22.7% -23.5% -24.6%
18-29 - -17.7% -18.7% -19.9%

13. Aspirations of
Ireland’s 18-29s:
Age expect to…
Buy
Car
Start
Career
Move
Out
Emi-
grate
Start
Pension
Get
Married
Become
Parent
Buy
House
Start Own
Company
By the time I’m 25 38% 35% 33% 16% 14% 8% 6% 6% 4%
By the time I’m 30 20% 28% 17% 10% 19% 38% 31% 32% 12%
By the time I’m 35 4% 9% 3% 5% 16% 24% 27% 29% 9%
After the age of 35 2% 2% 2% 4% 17% 5% 6% 10% 9%
Already done it 27% 18% 36% 6% 6% 7% 14% 5% 4%
Will never do it 2% 2% 1% 21% 3% 6% 4% 4% 33%
Don’t know 7% 7% 8% 38% 27% 13% 11% 15% 30%

17. 3. Direct Connect

20. What
marketers
think is
effective
What
18-24s
think is
effective

23. e. gerard.oneill@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
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