The Three Connected Ireland Report examines how Irish people use mobile technology in their daily lives across three themes: The Connected Life, The Connected Business, and The Connected Citizen. Some key findings: - People rely on their smartphones for communication, banking, maps, weather, and streaming services. Facebook is a primary source for news. - Smartphones are seen as helping relationships, work, learning, and relaxation. Nearly half of respondents aim to improve health and fitness with smartphone apps. - The Connected Business section looks at online shopping habits and engagement with businesses, brands, and services through mobile devices. - The report is based on a survey of 1,000 Irish smartphone users and

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2. The Three Connected Ireland Report
With Amárach Research
The first smartphone was launched in 2000 and there is hardly an aspect of our lives
as consumers, workers and citizens that has not been impacted as a result.
As Ireland’s leading mobile data network, Three Ireland is at the forefront of Ireland’s
digital evolution and we recognise that it’s how our customers use our network every
day to stay connected that really matters.
The Three Connected Ireland Report looks at the connected lives of Irish people and
how mobile technology is continuing to change how we interact with businesses,
government and with each other. The report also identifies what direction the Irish
public wants mobile services to go in the future across our personal lives, e-
commerce and public services.
The findings in this report are based on a representative survey of 1,000 smartphone
users throughout the Republic of Ireland, conducted by Amárach Research. We
asked them questions around three themes: The Connected Life, The Connected
Business and The Connected Citizen.
This report is part two of a quarterly series.
The Connected Life
The Connected Life looks at how respondents communicate and connect with others
and the impact of smartphones on our personal lives. In part one, The Connected
Life explored the ways in which people in Ireland communicate with each other on a
daily basis, how we feel about our smartphones and the value we place on our
devices. Part two takes a deeper look at the effect smartphones have on our broader
lives – our health, our news consumption and how the role of the smartphone is
changing for younger generations.
The Connected Business
The Connected Business studies how respondents shop online, engage with brands
and the innovations they want to see. Part one revealed the extent to which people in
Ireland shop online, how we experience customer care, and the products and
services we want to access into the future. Part two takes a broader look at how
consumers engage with businesses, from making reservations to providing feedback,
and the influence of influencers.
The Connected Citizen
The Connected Citizen examines how respondents currently engage with, or would
like to interact with, public services. While people in Ireland may consider their role
as citizens infrequently, the importance of our interactions with public service
providers and within our communities became evident in part one of The Connected
Citizen. Part two further reinforces the value we place on our data privacy and
highlights the significant appetite across generations for broader online and digital
services.

3. The Connected Life
In part one of the Three Connected Ireland Report we looked at how we are bringing
connectivity to the next level, making it more about the different ways in which these
connections can be used to enhance our lives.
In part two we take a different look at smartphones and our daily lives and examine
how our smartphone is essential for, not just staying connected, but also benefiting
our health and wellbeing. The Connected Life also looks at how we use our
smartphone to capture life’s moments and how we are consuming our news
throughout the day.
How we feel about smartphones
Intended as a communication tool at its heart, our respondents believe their
smartphone allows them to maintain the connections that matter to them, with 67%
stating that they communicate more with their friends or family because of their
smartphone. This rings true across the demographics with 79% of 16-24 year olds
closely aligned with 68% of those aged 55 and over agreeing that because of their
smartphone they communicate more with friends and family. Females feel the benefit
of their smartphone when it comes to communicating with friends and family more
than males, with 74% agreeing with the statement, compared to 60% of males.
The majority of participants feel their smartphone benefits many aspects of their daily
lives. 63% say their smartphone helps their relationships with partners, while 48%
feel their smartphone helps their relationships with kids.
When it comes to other areas of our daily lives, 58% of respondents believe their
smartphone helps with their work, 57% say it helps them study or learn new skills,
55% believe it helps them relax and 45% feel their smartphone helps them switch off
from work.

4. Fig. 1: Do you feel your use of smartphones helps or hinders each of the following:
Smartphones and our daily lives
The research highlights that many of us rely on our smartphones for essential
services – in the past month 50% have used a banking app on their smartphone,
40% have checked the weather forecast on their phone and 46% have found
directions using map applications.
The other services that are most frequently accessed on smartphones are Paypal
(37%), TV streaming (33%), TV player apps (21%) and cloud storage apps (23%).
Although less popular overall, almost a fifth used their smartphone to access a food
delivery service recently (17%) and a similar number (16%) booked a taxi using a
taxi app.
63
48
58
57
37
55
45
20
16
21
13
18
30
31
27
53
21
31
29
26
33
14
28
27
Relationships with partners (current or previous)
Relationships with kids
Your Work
Studying/learning new skills
Watching TV
Relaxing in General
‘Switching off’ from work
Going to sleep
Doesn’t apply Hinders Helps

5. Fig. 2: Which if any of the following types of digital services have you used on your
mobile phone in the past month?
Life moments
While smartphones are a convenient way to take images, with 90% choosing their
phone over a camera, only 33% stated that they print the pictures that they take on
their smartphone. Perhaps bucking the common perception that younger people now
have ‘online only’ lives, 38% of 16-24 year olds and 45% of 25-34 year olds print
pictures captured on their smartphones, compared to only 21% of those aged 55 and
over.
Life goals
The research shows we’re tapping into the potential of smartphones to improve our
wellbeing and set personal goals.
Almost half (45%) of respondents are planning to improve their fitness level this year
with the help of their mobile phone. This is a particularly popular goal among 16-24
year olds (64%) and remains consistently high with those aged 25-34 (43%) and
those aged 55 and over (38%).
Healthy eating is a focus too with almost half of female respondents (48%) and over
a third of male respondents (35%) saying they will develop a healthier diet in 2018
with the help of a smartphone. This is important for the majority of 16-24 year olds
(51%) and also for 43% of 25-34 year olds. Meanwhile, 32% are aiming to use their
mobile to be more mindful.
33
5
16
12
12
23
37
21
3
8
17
5
50
40
46
TV streaming
Car-sharing app (e.g. Uber)
Taxi app (e.g. MyTaxi)
Accommodation app (e.g. AirBnB)
Streaming device (e.g. Apple TV, Roku,…
Cloud storage apps (e.g. Dropbox)
Paypal
TV Player (such as RTE player)
OpenTable (or similar)
Parcel Motel
Food delivery service
Parking apps/mobile text services
Banking apps
Weather apps (e.g. Apple weather, yr.no)
Map apps (e.g. Google maps)

6. Over a third of respondents (34%) are planning to use their smartphone to learn a
new skill or gain a new qualification this year. With 32% planning a so-called ‘side
hustle’ using their phone to identify new or extra sources of income outside of their
main job.
Fig. 3: Which of the following will you be interested in pursuing in 2018 with the help
of your smartphone:
News on the go
Over half (57%) of those surveyed now believe their mobile phone is more important
than traditional media when it comes to keeping up to date with the news. This
sentiment is particularly strong in Dublin at 63% and remains high across the board
(56% in Leinster, 57% in Munster and 50% in Connacht and Ulster).
Our reliance on smartphones to keep up to date with the latest news headlines
throughout the day is clear: Facebook is the most popular source of news both in the
morning (32%) and in the afternoon (26%) while the most popular source of news in
the evening is TV at 39%.
32% of us log in to Facebook first thing, increasing to 57% of 16-24 year olds and
46% of 25-34 year olds. Over a quarter (26%) check back in to the social media site
in the afternoon, rising to 45% of 16-24 year olds, and 22% refresh their Facebook
feeds in the evening.
Radio remains a popular source of news, attracting 28% of respondents in the
morning, reaching a high of 46% of those aged 55 and over. Almost a fifth of those
surveyed tune in in the afternoon (19%) and just 6% in the evening.
The popularity of newspapers is low at just 4% in the morning and afternoon and
falling to 3% in the evening. However, the digital investment by traditional
newspapers in recent years seems to be paying off with 12% accessing headlines
via news websites in the morning, rising to 16% in the afternoon and dropping back
to 12% in the evening. Interest in specific news apps remains low at 3% in the
morning, 6% in the afternoon and 5% in the evening.
45
42
32
34
32
11
Improving fitness
Healthier diet
Mindfulness
New skills
Source of income
Volunteering

7. Fig. 4. How do you consume your news throughout the day?
Facebook
32%
Radio
28%
TV
11%
Newspapers
4%
Twitter
3%
Google
4%
News webistes
12%
News apps
3%
None
3%
MORNING
Facebook
26%
Radio
19%
TV
14%
Newspapers
4%
Twitter
4%
Google
7%
News webistes
16%
News apps
6%
None
4%
AFTERNOON

8. Key takeaway
Mobiles are being used for far more than just a means of communication. Now
people use them to capture moments, as ways to learn, make money and stay
healthy.
Facebook
22%
Radio
6%
TV
39%
Newspapers
3%
Twitter
4%
Google
5%
News webistes
12%
News apps
5%
None
4%
EVENING

9. The Connected Business
Part one of The Three Connected Ireland Report identified the extent to which we are
shopping and spending online.
For part two, The Connected Business looks at our continued habits when it comes
to online shopping, but also how we are engaging with other services including
making reservations and giving feedback online.
Go-to devices
When it comes to shopping online, laptops remain the go-to device for the majority
(39%), but the popularity of the smartphone for online shopping is a close second at
33%. Less than a fifth (17%) opt for a desktop while only 10% reach for a tablet to
shop online.
For retailers targeting younger generations, the research shows that a mobile
enabled site or app is vital as the smartphone is their clear go-to device with 45% of
both 16-24 and 25-34 year olds, and 46% of 35-44 year olds stating they are most
likely to use their smartphone to shop online. This is compared to 24% of 35-44 year
olds and 16% of those aged 55 and over.
Christmas shopping habits
When it comes to planning their shopping and expenditure, our respondents look to
online outlets. Over half of participants (53%) stated that in the lead up to Christmas
they were planning to buy more presents online in 2017 compared to the previous
year, with women more likely to do shopping online then men (57% versus 48%).
Interestingly, almost a third (31%) of respondents expected to decrease their level of
festive online shopping.
When it comes to unwanted gifts, over a third are less likely to return something that
was purchased online rather than in a store, while 50% say they’re ‘as likely’ or ‘more
likely’ to send back a gift that was bought online.
On the go planning
Smartphones are making it even more convenient to make plans on the go. While
most of us still tend to phone a restaurant to book a table (65%), 35% now make
reservations online. Dublin dwellers are most likely to book online at 53%, compared
to 29% in Munster, 28% in Leinster and 23% in Connacht and Ulster. The rates of
online booking is high across all age groups, with those aged 25-34 most likely to do
so at 59%.

10. Fig. 5: When making a booking for a restaurant which method are you most likely to
do?
The feedback phenomenon
When it comes to sharing reviews online, unsurprisingly younger people aged 16-24
are most likely to do so (21%), followed by 35-44 years old at 20%. 20% of women
and 13% of men have also used their smartphone to review holiday accommodation,
with 35-44 year olds and 45-54 year olds most likely to do so, on 17% each. People
aged 55 and over are least likely to review holiday accommodation online at just
15%.
Influence of influencers
The continuing importance of word of mouth is not to be underestimated. It’s making
a significant impact on the power and influence of online recommendations and
social media personalities.
When it comes to the bottom line and generating sales, there is much debate on just
how influential bloggers are. Our research shows that influencers in the virtual world
are changing the shopping habits of consumers in the real world, with almost one in
four respondents (23%) admitting they have bought something recently with their
smartphone as a result of recommendations by bloggers. This figure rises to 38% of
16-24 year olds and 35% of 25-34 year olds.
Customer engagement
The research shows there is an opportunity for companies to better engage with
consumers via their smartphones as over half (51%) of respondents say they have
used their mobiles recently to find out about deals or bargains. Women are more
likely to value this kind of activity at 58% compared to 43% of men. Younger
generations are also most likely to utilise such a service.
Businesses are also benefitting from facilitating online feedback from customers, with
29% saying they’ve left a review on a hotel or restaurant website recently. 25-34 year
Online
35%
Phonecall
65%

11. olds are most active in this space at 36%, compared to 30% of those aged 55 and
over and less than quarter of 16-24 year olds (23%).
In-keeping with our reputation as being a generous nation, over one in ten (15%) has
used their mobile to donate to charity recently.
Fig 6. Which of the following have you done recently with your mobile?
Value of data
When it comes to engaging with consumers in a more tailored way, there is scope for
businesses to better use data to add value for their customers. 58% of respondents
would value a supermarket service whereby alerts inform shoppers when certain
items they buy are on special offer.
Almost half (49%) would welcome a chance to use data from an in-vehicle telemetric
device to monitor their driving patterns and adjust insurance costs accordingly. On
the health front, 57% would appreciate the opportunity to use their mobile to access
instant video consultations with their GP at a reduced cost, while more than a third
(39%) would value health insurances companies using data from mobile phones to
reward those with healthier lifestyles.
24
51
29
19
34
15
None of these
Used your mobile to find out about deals or
bargains on Facebook or websites
dedicated to alerts on great deals
Left a review on a website of a restaurant or
hotel you visited
Contacted a shop or business to complain
about a bad customer service experience
Alerted friends or family to a great deal or
bargain you came across online or instore
Donated to a charity

12. Fig 7. To what extent would, or do you value each of the following features of mobile
phones?
Flexible employees
In general, over half of 25-34 year olds (52%) agree that working remotely via a
smartphone or tablet makes their working life more flexible, compared to 45% of 16-
24 year olds, 40% of 35-44 year olds, 37% of 45-54 year olds and 28% of those aged
55 and over.
While email and phone calls remain the most relied upon communication tools at
work at 41%, over a third of us (34%) now use text messages to communicate with
colleagues. A similar number (30%) also rely on messaging apps to keep in touch
with teams at work. We also appreciate the benefits of being able to work remotely
via our smartphones, with almost four in ten (39%) people saying this makes for a
more flexible work life balance.
21
28
37
20
22
22
24
24
32
26
22
31
26
23
17
26
Supermarkets alerting you when specific items you buy
are on special offer
Car insurance companies using data from a telemetric
box in your car to adjust your insurance higher or lower
depending on your driving patterns
Health insurance companies using data from your mobile
to adjust your insurance higher or lower depending on
your activity levels, diet and lifestyle to reward healthy
behaviour
Feature which enables you to get instant video
consultations with your local GP at reduced cost
Would really value Would value somewhat Wouldn’t really value Wouldn’t value at all

13. Fig. 8: Which of these do you use to communicate with your team at work?
Key takeaway
Online shopping has rapidly grown in popularity but shoppers are still seeking an
individual personalised touch when shopping – particularly the younger demographic.
This desire for personalisation and the human touch should be leveraged by
businesses in their online offering – looking at the demographic breakdown, we can
expect that more shoppers will be expecting and interacting with customer service
agents into the future.
30
41
41
34
Whatsapp (or other app
messaging)
Email
Phone call
Text message

14. The Connected Citizen
Part one of The Three Connected Ireland Report identified the desire for public
sector organisations to enhance the services they provide to Irish citizens through
digital innovation. This feature comes through strongly in part two of this report as
respondents state their positive attitude towards the Public Services Card and
additional online services.
The concern around data privacy and security continues to be evident.
Data protection concerns
Almost three quarters of respondents (72%) say they’re concerned about the safety
of personal information held by private companies, with women more concerned than
men (76% versus 68%). We are also concerned about the safety of personal
information held by public bodies, albeit to a lesser extent, at 65%. People aged 45-
54 are most worried on this front, at 68%.
Fig. 9: To what extent are you concerned about the safety of your personal
information held by public and private companies:
Facial Recognition
Despite the convenience associated with new developments such as facial
recognition technology, concerns over privacy may prevent users from becoming
quick adopters. Just over half (53%) say they are unlikely to use these functions on
their smartphones due to privacy concerns.
7
21
38
34
10
25
33
32
Not at all concerned
Somewhat
concerned
Concerned
Extremely
concerned
Public private

15. Fig. 10: How likely are you to use facial recognition technology given the privacy
concerns associated with it?
The public services we want
While the majority of people (73%) believe the government could make better use of
mobile phones to provide services to citizens, only half of respondents have
interacted online with government departments in the past year.
Interestingly, despite much debate over the value of the Government’s Public
Services Card, 68% of respondents are in favour of using the card while only 32%
object to using it. Older people are most receptive to the idea, with 78% of those
aged 55 and over and 73% of 45-54 year olds in favour of it. This compares to
almost half of 25-34 year olds (45%) and 43% of 16-24 year olds who oppose it.
It’s also interesting to note that there is an appetite for greater digitisation of public
services with the vast majority of respondents (78%) stating that they would be
interested in a secure Government app to access all their public services.
Very unlikely
21%
Unlikely
32%
Likely
34%
Very likely
13%

16. Fig.11: The Government has indicated that it is increasing the number of public
services that require a Public Services Card. Which of the following best describes
your attitude to the card?
Public alerts
The public is open to receiving a range of mobile phone alerts providing they add
value to their lives. For example, 78% would be open to receiving a text message or
app alert about emergencies such as flooding or fallen trees in their locality, while
three quarters (75%) would welcome traffic alerts specific to their location if they
could avoid issues such as broken traffic lights. Over half (58%) would like the
opportunity to use their phone to send a photo and report drivers who park illegally in
a space reserved for wheelchair users.
Over two thirds (68%) would answer a survey from local government to give
feedback on what they as citizens want in their local communities. Those surveyed
would also like the chance to use mobile phones to rate the work local councillors
carry out in the community (59%) and to give feedback on how TDs are faring with
work in their constituency (57%).
11
21
44
24
Strongly object to use of Public Services
Card
Object to use of Public Services Card
In favour of use of Public Services Card
Very in favour of use of Public Services Card

17. Fig. 12: How likely are you to use your mobile phone for each of the following:
Key takeaway
Privacy of personal information is a concern for the majority of people. However, it
appears that people are willing to share information if they feel they will benefit from
doing so.
21
15
9
11
18
19
32
21
17
13
14
23
24
15
24
29
26
26
27
25
20
34
39
52
49
32
32
33
Send photo of someone parked illegally in a
disabled parking space
Answer a local government survey
Receive text message or app alerts about local
emergencies
Get traffic alerts specific to your location
To rate your local councillor
To rate your local TDs
To vote in a general election
Would definitely not use Probably wouldn’t use
Probably wound use Definitely would use

18. Where now?
The Three Connected Ireland Report has presented a multi-faceted picture of
smartphone usage in Ireland and its future potential. We will continue to see Ireland’s
economy and society evolve as mobile technologies and services drive
transformation in our lives as consumers, workers and citizens.
Our first quarterly report demonstrated the extent to which we rely on our
smartphones in our everyday lives, to keep in touch with friends and family, as
employees and business owners and in our engagement with public services.
Part two looks even deeper, highlighting that our smartphones are far more than
simple communication tools - they support our health, careers and relationship goals.
The opportunity for Irish retailers in terms of online sales and customer engagement
first identified in part one comes through significantly again, particularly for younger
generations. Importantly, while data privacy is a concern, we still crave further digital
innovation, particularly in the public services with which we interact.