Early reactions to Britain's departure from the European Union from Irish consumers and its likely impact on their behaviour.

1. Brexit & the Irish Consumer
A Special Survey by Amárach Research
June 2016

2. Now that the UK has voted to leave
the European Union, how will it
affect Ireland in general and Irish
consumers in particular?
We polled our smartphone panel
on Friday 24th June – the day after
Brexit – for their reactions.
The following is based on the
responses of over 900 adults,
weighted to the total population.

3. Ireland’s Options

4. 4
Q. As a result of Brexit do you think Ireland should remain in
the EU or leave the EU?
The vast majority (78%) think Ireland should remain in the EU,
however 1 in 10 think Ireland should leave.
Demographics for Remain
Gender
Male
Female
Age
18-24
25-34
35-44
45-54
55+
79
77
85
82
71
71
80
Region
Dublin
ROL
Munster
Conn/Ulster
Social Class
ABC1F50
C2DEF50
80
77
78
75
82
74
% %
Remain
78%
Leave
10%
Don't
know
12%

5. 5
Q. Do you think the Irish government should boost spending
to offset the effects of Brexit?
Right now, more Irish people don’t think the Government needs to boost spending than think it
does: though men are more inclined to support more spending than women.
Demographics for Yes
Gender
Male
Female
Age
18-24
25-34
35-44
45-54
55+
33
26
28
28
27
36
29
Region
Dublin
ROL
Munster
Conn/Ulster
Social Class
ABC1F50
C2DEF50
29
32
27
31
31
28
% %
Yes
30%
No
35%
Don't
know
35%

6. Consumer Impact

7. 7
Q. Has the UK vote for Brexit made you more cautious about
your own decisions to spend or borrow?
Nearly 4 in 10 (37%) say they have become more cautious about their own spending/borrowing
as a result of the UK Brexit vote, those the majority are not.
37% 34%
41% 40%
30%
38% 41% 39% 38% 37%
51% 56% 45%
53%
58% 46%
46% 50% 51% 50%
12% 10% 14%
7% 12% 16% 13% 11% 11% 13%
Total Male Female 18-24 25-34 35-44 45-54 55+ ABC1F50+ C2DEF50-
Yes No Don't know

8. 8
Q. If more cautious: what has been the main effect of Brexit
on your decisions?
Among those who have become more cautious after Brexit (37% of all adults)
some 44% have decided to cut back on spending generally.
44% 41%
47% 47%
30%
44%
51%
46% 44% 44%
9% 11%
8%
0%
15%
9%
12%
8% 10% 9%
7% 9% 4%
5% 9%
9%
7%
4% 6% 7%
7% 6% 7%
3%
15% 3%
7%
7% 5% 8%
33% 33% 34%
45%
31% 35%
23%
35% 35% 32%
Total Male Female 18-24 25-34 35-44 45-54 55+ ABC1F50+ C2DEF50-
Decided to cut back generally Postponed big spending decision eg buying a car/furniture/home improvements
Other
44% 41% 47% 47%
30%
44%
9% 11%
8%
0%
15%
9%
7% 9% 4%
5% 9%
9%
7% 6% 7%
3%
15% 3%
33% 33% 34%
45%
31% 35%
Total Male Female 18-24 25-34 35-44 4
Column1 Column2 Column3 Column4 Colu
44% 41% 47% 47%
30%
44%
51% 46% 44% 44%
9% 11%
8%
0%
15%
9%
12%
8% 10% 9%
7% 9% 4%
5% 9%
9%
7%
4% 6% 7%
7% 6% 7%
3%
15% 3%
7%
7% 5% 8%
33% 33% 34%
45%
31% 35%
23%
35% 35% 32%
Total Male Female 18-24 25-34 35-44 45-54 55+ ABC1F50+C2DEF50-
Column1 Column2 Column3 Column4 Column5
44%
51% 46% 44% 44%
9%
12%
8% 10% 9%
9%
7%
4% 6% 7%
3%
7%
7% 5% 8%
35%
23%
35% 35% 32%
35-44 45-54 55+ ABC1F50+C2DEF50-
umn4 Column5 Postponed a holiday abroad Postponed applying for a loan

9. 9
Q. Will cheaper Sterling make you more likely to shop
in Northern Ireland?
Nearly half of all Irish adults (45%) say they would be more likely to shop in Northern Ireland as
result of cheaper Sterling, women more so than men.
Demographics for Yes
Gender
Male
Female
Age
18-24
25-34
35-44
45-54
55+
42
48
49
52
48
48
35
Region
Dublin
ROL
Munster
Conn/Ulster
Social Class
ABC1F50
C2DEF50
49
43
38
55
41
49
% %
Yes
45%
No
47%
Don't
know
8%

10. The immediate reaction of Irish
consumers to Brexit indicates a high
degree of uncertainty about the future
but also intentions to be prepared for
the consequences (and opportunities).
Different sectors will feel the affects of
Brexit first (e.g.: retail), while others
will take longer (e.g.: tourism).
However, Ireland has enjoyed the
fastest rate of growth of any country
in the Eurozone in recent years, and
that momentum will provide a
considerable buffer as we adjust to
post-Brexit economic realities.

11. Trends Report
e. info@amarach.com
t. 01 410 5200
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b. www.amarach.com/blog
tw. twitter.com/AmarachResearch
s. slideshare.net/amarach/