IAB Ireland Digital Economics Presentation April 2014

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Amarach Research

A presentation on digital trends in Ireland at the IAB Ireland launch of the 2013 digital advertising results.

Tecnologia Economia e finanças

Digital Economics © Amárach Research 2014
Digital Economics
an Amárach presentation
April 2014

Digital Economics © Amárach Research 2014
After 5 years of recession,
Irish consumers have gone digital,
with the result that a growing
share of their spending has become
‘invisible’ in the wider economy.
It’s only the beginning…

Digital Economics © Amárach Research 2014
Digital Economics
The Consumer Context
Blurring Boundaries
Smart Opportunities

Digital Economics © Amárach Research 2014
The Consumer Context

Digital Economics © Amárach Research 2014
Five Years On…

Digital Economics © Amárach Research 2014

Digital Economics © Amárach Research 2014
Digital Christmas
61% bought Christmas gifts online
Source: Amárach Omnibus, January 2014 survey of 1,000 adults
Average online spend was €219
= €385million

Digital Economics © Amárach Research 2014
retail
sales flat
(excluding
cars)…
…75%
of online
sales go
overseas

Digital Economics © Amárach Research 2014
Blurring Boundaries

Digital Economics © Amárach Research 2014
Making my
life easier
Making my
life harder
Google 95% 5%
Microsoft 87% 13%
Samsung 85% 15%
Facebook 84% 16%
Apple 81% 19%
An Post 73% 27%
Supermarkets 71% 29%
TV Service Providers 58% 42%
Mobile Networks 55% 45%
Daily Newspapers 52% 48%
Petrol Stations 34% 66%
Electricity Providers 33% 67%
Banks 24% 76%
Government 9% 91%

Digital Economics © Amárach Research 2014Source: Liberty Global/UPC surveys of Internet users, 2013
74
58
49 48
45
Poland Ireland Germany Netherlands Belgium
% research offline, buy online

Digital Economics © Amárach Research 2014
Smart Shoppers
Amárach survey of smartphone owners November 2013
49% have used their smartphone to check
for lower prices while still in store
59% have looked at a product in a shop
intending to buy it online afterwards

Digital Economics © Amárach Research 2014
Vulnerable Categories

Digital Economics © Amárach Research 2014
Retail Loyalty

Digital Economics © Amárach Research 2014
Illicit Digital
35% of consumers have
consumer pirated digital content

Digital Economics © Amárach Research 2014
New Currencies
48% of Irish consumers have heard of bitcoin
1% own bitcoin while 5%interested
3% of Irish companies currently accept…
…11% planning to accept in future
Source: Amárach Omnibus, March 2014 survey of 1,000 adults
Source: Amárach Omnibus, February 2014 survey of 200 IT decision makers

Digital Economics © Amárach Research 2014
Smart Opportunities

Digital Economics © Amárach Research 2014
e. gerard.oneill@amarach.com
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
s. slideshare.net/amarach

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IAB Ireland Digital Economics Presentation April 2014

2. Digital Economics © Amárach Research 2014 After 5 years of recession, Irish consumers have gone digital, with the result that a growing share of their spending has become ‘invisible’ in the wider economy. It’s only the beginning…

3. Digital Economics © Amárach Research 2014 Digital Economics The Consumer Context Blurring Boundaries Smart Opportunities

8. Digital Economics © Amárach Research 2014 Digital Christmas 61% bought Christmas gifts online Source: Amárach Omnibus, January 2014 survey of 1,000 adults Average online spend was €219 = €385million

11. Digital Economics © Amárach Research 2014 Making my life easier Making my life harder Google 95% 5% Microsoft 87% 13% Samsung 85% 15% Facebook 84% 16% Apple 81% 19% An Post 73% 27% Supermarkets 71% 29% TV Service Providers 58% 42% Mobile Networks 55% 45% Daily Newspapers 52% 48% Petrol Stations 34% 66% Electricity Providers 33% 67% Banks 24% 76% Government 9% 91%

12.

13.

14. Digital Economics © Amárach Research 2014Source: Liberty Global/UPC surveys of Internet users, 2013 74 58 49 48 45 Poland Ireland Germany Netherlands Belgium % research offline, buy online

15. Digital Economics © Amárach Research 2014 Smart Shoppers Amárach survey of smartphone owners November 2013 49% have used their smartphone to check for lower prices while still in store 59% have looked at a product in a shop intending to buy it online afterwards

19. Digital Economics © Amárach Research 2014 New Currencies 48% of Irish consumers have heard of bitcoin 1% own bitcoin while 5%interested 3% of Irish companies currently accept… …11% planning to accept in future Source: Amárach Omnibus, March 2014 survey of 1,000 adults Source: Amárach Omnibus, February 2014 survey of 200 IT decision makers

22.

23. Digital Economics © Amárach Research 2014 e. gerard.oneill@amarach.com t. 01 410 5200 w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch s. slideshare.net/amarach

IAB Ireland Digital Economics Presentation April 2014

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IAB Ireland Digital Economics Presentation April 2014