A survey of Irish and British consumer attitudes to marketing media, including direct mail. The full report is available at the An Post Mail Media website: http://url.ie/e7gu

1. Marketing Institute of Ireland
Dublin of Change
The Age Breakfast Event February 2012 1

2. 1. Opportunity Shocks
2. The Difference Is…
3. Only Connect

3. 1. Opportunity Shocks

4. Moody Consumers

5. Emonomics

6. Modest Improvement

7. Rainy Day Fund
€87 billion

8. Savings Splurge

9. Generational Differences

10. Opportunity Shocks
Ireland: UK:
Middle-ageing population Ageing population
Young families Teenager/youth surge
High savings ratio Low savings ratio
Pent up rainy day fund… Less economic shock…
… but confidence and … but confidence and
economy still to pick up economy still to pick up

11. 2. The Difference Is…

13. A Matter of Trust

14. Losing the Love

15. Media Trust

16. Life Online
N.B.:
Nearly 80% of Irish adults are online
50% of Irish adults are now on Facebook
10% are on twitter
30% have smartphones (50% by end of 2012)
Some 60% of adults have bought something online…

17. eShoppers

18. In The Post

20. Happy Chappies

21. Irish and British consumers have
stopped trusting their main
institutions in recent years
Businesses have not escaped
from this process – many are still
outside the circle of trust
Nevertheless, the Irish have a
more trusting relationship with
their media than their UK
counterparts
This translates into greater
likeability towards advertising in
general, and post/catalogues in
particular
The generally positive emotional
disposition of Irish consumers has
survived so far…

22. 3. Only Connect

23. Build Awareness

24. Close the Sale

25. Build the Loyalty

26. Switcher Nation
% switched past 12 months

27. Ways to Connect

28. All Consumption is Local

29. The Way Ahead
Irish consumer spending will grow
from €81 billion this year to €88 billion
by 2016, providing expanding
opportunities for products, services &
brands
But Irish consumers are diverging
from their UK counterparts: in terms of
savings, demography and even
technology usage
Despite similar levels of distrust in
general, Irish consumers are more
open to their media in terms of
messages and engagement
But unlocking the opportunity will work
best with the right combination of
media and marketing activity – both
Irish specific and global best in class
when appropriate.

30. Trends Report
Get the full report:
Simply register for free on the
An Post Mail Media website and download
a copy of all the research findings.
http://www.anpost.ie/AnPost/AnPostDM/Home/

31. Trends Report
Call us on 01 410 5200 if you want your business to
bounce forward to success:
Gerard O’Neill Chairman
for a confidential discussion about your needs and to
explore how we can help you succeed through world
class market research.
e. gerard.oneill@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch