The Irish Internet Evolution, latest data from Mediascope on Irish internet usage. For full report please email daniel.desmond@tradedoubler.com

1. The Irish Internet Evolution
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2. Navigation…
The Irish Internet Evolution
Connectivity via mobile phones increasing engagement
Brand relationships grow via digital touchpoints
Instant access to information at consumers fingertips
Online plays a key function in the purchase funnel
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3. The Media evolution
2.9m
Irish are online
Total adult Ireland population of 3.7 million
Base: All Irish respondents n=1,003
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4. The Internet evolution
80%
of all Irish are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Irish Internet users spend on
average 13.5hrs online
per week
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
Base: All Irish respondents n= 1,003, Internet users n=821
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5. The Ireland media consumption
landscape
Penetration
EU: 95%,
TV 96% WE:94%, NE:95%,
SE:97%, CEE:95%
EU: 65%,
Online 80% WE:81%, NE:87%,
SE:61%, CEE:55%
EU: 64%,
Radio 90% WE:82%, NE:85%,
SE:68%, CEE:48%
EU: 62%,
Newspapers 80% WE:70%, NE:82%,
SE:59%, CEE:56%
EU: 48%,
Magazines 47% WE:63%, NE:62%,
SE:43%, CEE:39%
Base: All Irish respondents n=1,003
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6. Internet everywhere by any means
0.4m
Irish use a Tablet to go
online
Base: All Irish respondents n=1,003
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7. Increasing choice of Internet access
Accessing the internet via the computer is the most popular method – Used by 2.8
million Irish (77% - EU:64%)
However 46% of all Internet users in Ireland (EU:37%) go online via more than
one device
7 Base: All Irish respondents n=1,003, All internet users n=821

8. The alternative ways of going online
1.2m Irish go online using a
mobile
→ 32% of Irish (EU:21%)
→ Spend on average 9.2 hours per week
(EU:9.4hrs)
→ 89% use their mobile to go online during
the day
0.4m Irish go online
using a tablet
→ 12% of Irish (EU:8%)
→ Spend on average 8.2 hours per week
(EU:9.3hrs)
→ 78% use their tablet to go online in the
evening
Base: All Irish respondents n=1,003, All mobile internet users n=327, All
tablet internet users n=130, All games console internet users n=98
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9. The alternative ways of going online
0.4m Irish go online using a
games console
→ 10% of all Irish (EU:6%)
→ Spend on average 4.4 hours per
week (EU:6.8hrs)
→ 80% use their games console to
go online in the evening
Base: All Irish respondents n=1,003, All mobile internet users n=327, All
tablet internet users n=130, All games console internet users n=98
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10. Brand relationships grow via digital touchpoints
42% of Irish Internet users agree that the way a brand
communicates online is important
Base: All Internet users n=979
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11. Internet influence on purchase decisions for
products
53%
of all Irish Internet
users state the internet
helps them choose
better products
/service
EU: 51% WE:52% NE:46%
SE:45% CEE:53%
Base: All Internet users n=979
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12. Internet influence on purchase decisions for
products
The Internet is important when deciding to purchase Ireland EU
Travel tickets 76% 57%
Electrical goods 54% 57%
Holidays 73% 53%
Mobile handsets/contracts 57% 50%
Financial products or services 50% 47%
Cars 49% 44%
Clothes and accessories 40% 41%
Insurance 67% 39%
Toiletries/ Cosmetics 24% 35%
Health products 31% 35%
Home furnishings 28% 35%
Base: All Internet users n=979
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13. Online plays a key function in the purchase funnel
€1,837 million
was spent online in Ireland
from September – February
EU: €187,990m
13 Base: All who use social media n=913

14. Purchasing online
99%
of all Irish Internet users
research online for
purchases
EU: 96%
WE:97%, NE:97%, SE:97%, CEE:93%
18%
of all total shopping is 97%
conducted online among of all Irish Internet
Irish Internet users users shop online
EU: 19% EU: 87%
WE:24%, NE:16%, SE:15%, CEE:16% WE:94%, NE:94%, SE:88%, CEE:80%
%s Among Internet users
14 Base: All Purchasing Online in past 6 months n=894

15. Spend online
€685
is the average amount spent per
person in Ireland across a 6 month
period
EU: €544
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is the average number of
purchases made per person €1,837 million
in Ireland across a 6 month spent online in Ireland
period across a 6 month period
EU: 13 EU: €187,990m
%s Among Internet users/P6M purchasers
15 Base: All Internet Users n=979

16. Products purchased
Most popular products purchased online
Books 53% EU: 43%
Clothes and accessories 47% EU: 38%
Travel tickets 64% EU: 34%
Electrical goods 33% EU: 32%
Holidays 54% EU: 28%
Toiletries/ Cosmetics 21% EU: 26%
Concert, theatre or festival tickets 47% EU: 25%
16 Base: All Purchasing Online in past 6 months n=894

17. Conversion rates
Products with highest conversion
CDs 106% EU: 88%
DVDs 103% EU: 88%
Travel tickets 98% EU: 85%
Toys 73% EU: 83%
Books 91% EU: 81%
Clothes and accessories 85% EU: 78%
Concert, theatre or festival tickets 89% EU: 76%
Toiletries/ Cosmetics 68% EU: 74%
Electrical goods 59% EU: 70%
Cinema tickets 84% EU: 70%
Blu-ray discs 100% EU: 67%
Car hire 83% EU: 64%
Sports equipment 58% EU: 63%
Food/grocery shopping 55% EU: 63%
17 Base: All Internet users n=979

18. Tradedoubler Ireland Network
Performance 2011
6,500
affiliates
€33,000,000
in Sales
23,000,000
Clicks
18 Source: Tradedoubler Ireland 2011

19. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Russia
Norway
all countries totalling nearly
Sweden
50,000 interviews Czech
Republic
• The application of quotas
Denmark
ensured that representative Poland
samples were achieved in Ireland Ukraine
UK
each Market Germany Slovakia
– quotas on age, gender, Netherlands Hungary
Romania
education and regional France
distribution were Ireland
Belgium Turkey
applied
Italy
Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
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20. Thanks!
Daniel Desmond
Sales Director
Tradedoubler Ireland
Daniel.desmond@tradedoubler.com
@danielmdesmond
20 +353 86 7852345