This document presents findings from Amárach Research on digital consumer trends in Ireland. It discusses topics like online spending habits, smartphone usage, online reviews, social media engagement, brand loyalty, and more. The key findings are that Irish consumers are increasingly conducting activities like shopping, banking, and media consumption online and via mobile devices. They also heavily rely on reviews and social referrals when making purchase decisions.

1. 1Digital Consumers
Smart Trends 2015
An Amárach Presentation // December 2014 //

2. Trends Report
Big
Spenders

3. 3Digital Consumers
Confident Consumers
-40.0
-30.0
-20.0
-10.0
0.0
10.0
20.0
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
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Oct-14
Eurozone Ireland
Source: http://ec.europa.eu/economy_finance/db_indicators/surveys/time_series/index_en.htm

4. 4Digital Consumers
0
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30
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I am more relaxed about spending
money than I was a few months ago:
April 2009 – November 2014 % agree

5. Purchase in Next 6 Months
New
Car
19%
New
House
11%
Travel
Abroad
56%
Borrow
14%
Amárach survey, November 2014

6. 6Digital Consumers
€83.3
€107.5
€1.7
€2.6
€3.3
€5.4
€3.1
€4.4
2013 2014 2015 2016 2017 2018 2019 2020
Value of Irish Consumer Spending: € billion

7. €96
€100
€91
€65
€106
€96
€103
€95
€106 €106
€85
TOTAL Male Female 15-24 25-34 35-44 45-54 55+ DUB LIN ABC1F50+ C2DEF50-
Average spent online per month:
any goods or products or services in the past month, including online
subscriptions such as Netflix, Spotify, news subscriptions etc.
Source: Amárach survey, November 2014

8. Things Smartphone Users Do:
On
Wifi
On
3g/4g
Check your email 85% 59%
Search (e.g. using Google, Bing, etc.) 73% 45%
Read news articles 60% 33%
Use online talk or text apps (e.g. viber, skype, whatsapp) 55% 33%
Update apps 54% 23%
Watch TV or videos (e.g. Netflix, Youtube, etc.) 41% 20%
Liten to radio or podcasts 28% 13%
Purchase goods on your smartphone 25% 12%
Use your smartphone as a hotspot for tablet or laptop 19% 10%
None of these 5% 31%
Source: Amárach survey, November 2014

9. 9Digital Consumers
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
€0.0
€2.0
€4.0
€6.0
€8.0
€10.0
€12.0
€14.0
2013 2014 2015 2016 2017 2018 2019 2020
Value of spend €bn % of spend
Online Consumer Spending

10. 10Digital Consumers
9 in 10
Irish internet
users order
online
average
1 x month
€91 per
purchase
Source: Amárach survey, April 2014
43% return
average
2 x items

11. Over 50s share of Irish population
23.4%
2011
30.3%
2026
high fertility
33.1%
2026
low fertility

12. 55+ Market
Savings
€59k
Positive
Equity
68%
Happy
58%Income
€22bn

13. 13Digital Consumers
Health
spend
€5.1bn
more
exercise
51%
eat
healthier
53%
Irish International/Mood & Momentum, June 2014
Health Market

14. Trends Report
The Sharing, Comparing,
Referring Economy

15. awareness
salesadvocacy experience
Inspired by Greg Satell/Digital Tonto

16. Source: Amárach survey, November 2014
78%
39% 38%
32%
27%
15% 14% 13%
4% 3% 2% 2% 1%
12%

17. ‘like’ on
Facebook:
every day 29%
weekly 32%
‘like’ on
Youtube:
every day 5%
weekly 19%
‘retweet’ on
twitter:
every day 3%
weekly 13%
visit brand
website:
every day 12%
weekly 42%
Source: Amárach survey, May 2014

18. Trends Report
77% use comparison websites
64%
56%
34%
Source: Amárach survey, May 2014

19. Trends Report
63%
cars
Source: Amárach survey, April 2014
Bought because of online reviews:
69%
electronic
goods
58%
clothes

20. Trends Report
Customer Experience
Champions

22. Trends Report
Supermarket NPS Scores 2014 2013 2011
Aldi 47 69 9
Lidl 20 59 13
SuperValu -13 18 -14
Dunnes -2 18 -11
Tesco -1 3 -21
Source: Amárach Research
Bank NPS Scores 2014 2013 2010
AIB -38 -43 -26
BOI -45 -39 -29
PTSB -24 -29 -11
Ulster Bank -28 -25 -1
Source: Amárach Research

23. 23Digital Consumers
Switch in Next 6 Months
Groceries
29%Mobile
Network
27%
Electricity
30%
Main
Bank
23%
Amárach survey, November 2014

24. Trends Report
+80%
+32%
+28%
Loyalty ‘Bonus’:

25. Trends Report
Sponsorship Power

26. Trends Report
Smart
Trends

27. awareness
salesadvocacy experience

28. 28Digital Consumers 28

29. Trends Report
e. gerard.oneill@amarach.com
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch