Interesting survey of Irish Smartphone usage undertaken by Behaviour & Attitudes for digital marketing agency Return2Sender.ie

1. Mobile penetration and mobile marketing study
October 2010
Mobile Research
Oct 2010

2. 2
Background & Objectives
• Return2Sender is a digital marketing agency, specialising in mobile communications
platforms.
• Decision taken to conduct a quantitative research survey of Irish adults aged
16 years +, the objective of which is to generate reliable market data of use in
informing Return2Sender’s strategic planning and PR efforts.
• Specific research objectives to gather statistically valid and reliable data from
amongst a representative sample of Irish adults with regard to:
• Ownership/usage of pre-identified mobile devices and applications
• Potential future levels of uptake of specific mobile devices and applications
• Proportion of population downloading apps (and average number downloaded)
• Proportion of downloaded apps paid for/free
• Types of apps downloaded
• Disposition towards various types of mobile phone advertising.

3. 3
Methodology & Timing
 Survey conducted via the Behaviour & Attitudes Barometer Omnibus vehicle.
 The Barometer Survey is a nationally representative survey undertaken among 1,000
adults aged 16+. It involves a quota sample that closely matches the adult
population in terms of sex, age, social class, region and area.
 Fieldwork for this study was conducted over the period 10th – 21st September 2010.

4. 4
Highlights

5. 5
Highlights
 Over 600,000 Irish adults already own a Smartphone, with the potential to grow the
market to over a million users by next spring.
 Almost 800,000 people claim to have accessed some type of mobile phone app by
now.
 The ownership of Smartphone and tablet device technology is heavily skewed
towards males, 16-34 yr olds, and those from professional and white collar worker
backgrounds.
 Over 8 million apps have already been downloaded by Irish consumers, with half a
million people actively downloading them on a regular basis.
 The evidence is that millions of Euro have already been generated in Ireland through
the sale of mobile apps.
 Music and games, followed by entertainment, sports and social networking, are the
most popular type of apps downloads, with news and weather also performing
strongly.

6. 6
Highlights
 Some clear gender differences emerge in the type of apps downloaded with, for
example, games/entertainment/sports, along with business and finance, more
popular amongst males than females.
 In general, people are currently most receptive to mobile advertising via text and
voicemail, although the jury is still out for many people with regard to other forms
of mobile activity.
 These figures suggest there is enormous potential for mobile phone advertising in the
future, with well over a million people at least open to all of the main mobile
advertising channels.
 There is clearly a broader age acceptance of text/voicemail advertising, with
alternative forms unsurprisingly more resonant for younger audiences.
 Ads via text and SMS have a universal appeal to all those open to mobile phone
advertising.
 A sub-category exists within this market, however, comprising those responsive to
mobile ads on websites, on apps, and branded apps. Those open to social network
site advertising are somewhat distinct from all others again, being a little less
responsive to apps-related advertising at this stage.

7. 7
Findings

8. 8
Mobile Device Ownership
Base: all adults (n=1,002 )
iPhone
Android-
enabled
phone
Other
smartphone
Any
smartphone
iPad
256,000
123,000
269,000
611,000
85,000
Population
Estimate
357,000
97,000
116,000
509,000
97,000
Population
Estimate
613,000
220,000
385,000
1.12million
182,000
Potential Market
Spring 2011
CURRENTLY OWN LIKELY TO PURCHASE NEXT 6 MTHS
Q.1 Which of the following do you currently own or use?
Q.2 And are you likely to buy/begin to use_________(READ OUT OPTION) within the next
six months or so?
% %
Over 600,000 Irish adults already own a Smartphone, with the potential to grow the market to over a
million users by next spring.

9. 9
Mobile Internet Access
Base: all adults (n= 1,002)
Internet
through
iPhone
Mobile
phone
apps
688,000
794,000
Population
Estimate
65,000
31,000
Population
Estimate
753,000
825,000
Potential Number
Using Spring 2010
CURRENTLY USE LIKELY TO BEGIN USING NEXT
6 MTHS
Q.1 Which of the following do you currently own or use?
Q.2 And are you likely to buy/begin to use_________(READ OUT OPTION) within the next
six months or so?
% %
Almost 800,000 people claim to have accessed some type of mobile phone app by now.

10. 10
Mobile Device User Profiles
Base: All owning devices
All adults iPhone
Any Smart
Phone
iPad
Base: N=1,002 N=70 N=170 N=20*
% % % %
GENDER
Male
Female
49
51
67
33
61
39
67
33
AGE
16-24
25-34
35-49
50-64
65+
16
22
27
21
14
28
35
21
15
1
27
30
26
13
3
39
32
25
5
0
SOCIAL CLASS
ABC1
C2DE
F
41
51
8
61
35
4
59
38
3
39
54
6
AREA TYPE
Urban
Rural
61
39
70
30
72
28
71
29
Q.1 Which of the following do you currently own or use?
* NB small base sizeThe ownership of Smartphone and tablet device technology is heavily skewed towards males, 16-34 yr
olds, and those from professional and white collar worker backgrounds.

11. 11
Mobile Apps – Usage Versus Download
Base: all adults (n=1,002)
380,000 can estimate
how many they have
downloaded
794,000 claim to
use mobile
phone apps, of
whom….
With an average of 17
downloads per person
Q.3 Approximately how many Apps have you downloaded to your phone altogether?
Of whom….
114,000 cannot estimate
how many they have
downloaded
300,000 have not
actually downloaded any
themselves
Assuming an average
17 downloads per
person
Resulting in a total
estimated 8.4 million
apps downloaded in
Ireland to date
Resulting in a minimum
estimated 6.46 million
apps downloaded so
far in Ireland
An additional
estimated 1.94 million
apps downloaded
56
44
24
2723
25
Male
Female
50 yrs+
35-49yrs 25-34yrs
16-24yrs
% %
Over 8 million apps have already been downloaded by Irish consumers, with half a million people
actively downloading them on a regular basis.

12. 12
Profile of Apps Downloaders, and Proportion
Paid For
Base: all downloading any apps (n=139. Pop Estimate 494,000)
Estimated number of
apps downloaded 8.4
million. Of which…
All apps
downloaders
494,000
An estimated 2.6
million were paid for
(31%)
Q.4 And roughly what proportion of these Apps were paid for, and what proportion were
free of charge?
With an estimated 5.8
million downloaded
free (69%)
59
41
34
34
18
14
Male
Female
50 yrs+
35-49yrs
25-34yrs
16-24yrs
% %
The evidence is that millions of Euro have already been generated in Ireland through the sale of
mobile apps.

13. 13
Types of Apps. Downloaded so Far
Base: all downloading any apps (n=139. Pop Estimate 494,000)
233,000
220,000
189,000
164,000
150,000
115,000
105,000
84,000
85,000
61,000
46,000
43,000
29,000
29,000
26,000
24,000
49,000
Population
Estimate
Q.5 Which of these types of Apps have you downloaded so far?
%
Music and games, followed by entertainment, sports and social networking, are the most popular type
of apps downloads, with news and weather also performing strongly.

14. 14
Types of Apps. Downloaded so Far
Base: all downloading any apps (n=139. Pop Estimate 494,000)
All
adults
GENDER AGE
Male Female 16-24 25-34 35-49 50-64
Base: 139 84 55 46 49 26 16
% % % % % % %
Music 47 41 57 56 39 41 60
Games 45 51 36 58 43 40 19
Entertainment 38 45 28 57 31 35 18
Sports 33 47 14 34 24 43 43
Social networking 30 31 30 48 20 15 35
News 23 25 20 13 32 20 36
Weather 21 21 21 14 21 21 42
Travel 17 19 13 14 14 10 40
Health & Fitness 17 17 18 22 16 8 24
Utilities (Banking,
bill paying etc)
12 15 8 8 16 6 26
Finance 9 14 3 1 9 6 38
Books (including
ibooks)
9 9 8 7 12 4 12
Business 6 10 0 1 5 3 20
Medical 6 5 6 7 3 0 19
Fashion 5 3 9 8 4 0 10
Recipes 5 4 6 5 6 0 8
Other 10 15 3 6 14 8 15
Q.5 Which of these types of Apps have you downloaded so far?
Some clear gender differences emerge in the type of apps downloaded with, for example,
games/entertainment/sports, along with business and finance, more popular amongst males than females.

15. 15
Likelihood of Looking at/Listening to
Advertising by Way of….
Base: all adults (n=1,002. Pop Estimate 3.522 million)
Ads sent by
SMS/text
Ads sent to
your
voicemail
Ads
appearing on
regular
websites
through your
phone
Ads
appearing on
Apps through
your phone
Branded apps
- apps built
by some of
your
favourite
brands
Ads
appearing on
social
networking
sites on your
phone
(facebook,
twitter etc)
% % % % % %
Would definitely listen
to/look at
16 11 3 3 3 4
Would probably listen
to/look at
25 20 11 9 9 12
Would probably not listen
to/look at
12 15 17 14 14 14
Would definitely not listen
to/look at
37 43 48 46 45 48
Don’t know 10 11 20 28 29 22
Summary
Likely 41 31 14 12 11 16
Not Likely 48 58 66 60 60 62
Q.6 How likely would you be to listen to or look at advertising through your mobile phone
by way of….
In general, people are currently most receptive to mobile advertising via text and voicemail, although the
jury is still out for many people with regard to other forms of mobile activity.

16. 16
Estimated Numbers Likely to Engage With
Mobile Advertising Types
358,000
394,000
761,000
714,000
991,000
1,021,000
Note sure/
Don’t know
Q.6 How likely would you be to listen to or look at advertising through your mobile phone
by way of….
Likely
These figures suggest there is enormous potential for mobile phone advertising in the future, with well over a
million people at least open to all of the main mobile advertising channels.

17. 17
Profile of Those Likely to Engage With
Mobile Advertising Types
Base: all likely to engage
Ads sent by
SMS/text
Ads sent to
your
voicemail
Ads
appearing
on social
networking
sites on
your phone
(facebook,
twitter etc)
Ads
appearing
on regular
websites
through
your phone
Ads
appearing
on Apps
through
your phone
Branded
apps - apps
built by
some of
your
favourite
brands
% % % % % %
Gender
Male
Female
48
52
50
50
51
49
53
47
56
44
53
47
Age
16-24
25-34
45-49
50-64
65+
21
27
30
16
7
20
27
30
16
7
35
38
16
7
4
33
34
23
8
4
30
36
19
12
3
39
39
14
7
2
Q.6 How likely would you be to listen to or look at advertising through your mobile phone
by way of….
There is clearly a broader age acceptance of text/voicemail advertising, with alternative forms unsurprisingly
more resonant for younger audiences.

18. 18
Want to learn more or try it out?
Contact:
Marguerite Cotter
Client Services Director
marguerite@return2sender.ie