Mobile is a game changer for marketing in Ireland. TheJournal.ie was Ireland's first mobile-first newsroom. Key trends show mobile usage growing rapidly in Ireland, with smartphone adoption reaching 100% by 2021 and mobile visits now exceeding desktop visits for many news sites. However, ad spending has not kept up with this mobile usage growth. Marketers need to start taking advantage of the mobile opportunity by shifting their focus to mobile-first strategies.

1. Why mobile is a game
changer for marketing
@brianfallon
Co-Founder, TheJournal.ie

2. A little about TheJournal.ie

4. Ireland’s first mobile first newsroom

5. Key mobile trends in Ireland

6. Wow, mobile got big fast!
0
22,500
45,000
67,500
90,000
112,500
135,000
157,500
180,000
Daily Active App Readers vs Circulation
Broadsheet 1 Broadsheet 2 TheJournal.ie
Source: ABC Island of Ireland Report, Internal Analytics

7. 0
45,000
90,000
135,000
180,000Jan
2005
Jun
2009
D
ec
2011
Jun
2014
D
ec
2016
Jun
2019
D
ec
2021
Newspaper Circulation
Source: ABC Island of Ireland Report, Internal Projections
Irish Newspaper Circulation 2005 to 2021

8. 0%
25%
50%
75%
100%
2005
2006
2007
2008
2009
2010
2011
2012
2014
2015
2016
2017
2018
2019
2020
2021
Smartphone Adoption
Irish Smartphone Penetration 2005 to 2021
Source: Red C, DRG, Asymco

9. Ad Spend is WAY out of sync
with mobile usage
0%
8%
15%
23%
30%
Mobile Press & Magazines
25%
0%
6%
10%
Time Share Spend Share
Source: Carat

10. How much bigger is mobile
going to get?

11. 25%
75%
Mobile Visits
Desktop Visits
% Visits from mobile, Distilled Media
(Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie)
2014

12. 25%
75%
Mobile Visits
Desktop Visits
% Visits from mobile from Distilled Media
(Adverts.ie, Daft.ie, Boards.ie, TheJournal.ie)
8%
92%
2014 2021

13. Q. What can your organisation start doing
from tomorrow to take advantage of the
mobile opportunity…