This document discusses smartphone adoption trends in Ireland from 2010 to 2012. Some key points: - Smartphone ownership in Ireland grew from 35% in 2010 to over 70% projected by the end of 2012. - Tablet ownership is projected to reach 40% of the Irish population and laptop ownership 95%. - Men and women have nearly equal rates of smartphone ownership, and ownership is higher in Dublin than other parts of Ireland. - 11% currently use mobile payments but this is projected to grow to 2 million users by the end of 2012.

1. Connected Ireland
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Smartphone Uptake and Usage

2. Is achievable
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!

3. the opportunity to win online
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4. …is massive…

5. 3,229,109
Irish
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Connected to Internet

6. …and by December 2012...

7. 71% Of All Irish Will Have Smartphones!
71%
60%
49%
40%
35%
30%
2010 2011 2012

8. …and Tablets...

9. …will grow to 40% of population.....

10. …and Laptops...

11. … 95% of population….

12. …it’s Men and Women…
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13. Smart Phones and Gender
Male
Female
46%
52%

14. …Dublin and Everywhere...

15. Regional Distribution
Dublin
Rest of Ireland
46%
56%

16. ...Yes, its mostly young but, not exclusively...

17. Irish Smartphone Penetration

18. Retailers take note!!!
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19. ...11% use Mobile Payments/Wallet today...
…Will be 2 million by December 2012…
0

20. Marketing Takeaway - Implication for Business owners
1. Mobilize your existing website
• different needs and perform different tasks
• Smaller screens
2. Content for Smartphone's
• Think “Google Maps”
• “Mobile only deals - here is a coupon“
• Videos, audio, and blog posts – product reviews, etc.
3. Enable mobile payment
•
Urban Renströmcompetitive advantage Growth will be impressive, lead the pack.
Think a
4. Social Network enabled
• Facebook, Twitter, Google+ and Foursquare

21. Thanks for Reading
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Data
courtesy
redc, WIN