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The Irish Internet Evolution

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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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The Media evolution

2.9mIrish are online

Total adult Ireland population of 3.7 million

Base: All Irish respondents n=1,003

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The Internet evolution

Irish Internet users spend on

average 13.5hrs online

per week

80%of all Irish are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

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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The Ireland media consumption

landscapePenetration

Online 80%

Radio 90%

Newspapers 80%

Magazines 47%

TV 96%EU: 95%,

WE:94%, NE:95%,

SE:97%, CEE:95%

EU: 65%,

WE:81%, NE:87%,

SE:61%, CEE:55%

EU: 64%,

WE:82%, NE:85%,

SE:68%, CEE:48%

EU: 62%,

WE:70%, NE:82%,

SE:59%, CEE:56%

EU: 48%,

WE:63%, NE:62%,

SE:43%, CEE:39%

Base: All Irish respondents n=1,003

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Internet everywhere by any means

0.4mIrish use a Tablet to go online

Base: All Irish respondents n=1,003

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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

Base: All Irish respondents n=1,003, All internet users n=821

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The alternative ways of going online

→ 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

→ 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

1.2m Irish go online using a mobile

0.4m Irish go online

using a tablet

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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The alternative ways of going online

→ 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

0.4m Irish go online using a games console

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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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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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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Internet influence on purchase decisions for

productsThe Internet is important when deciding to purchase

Travel tickets 76%Electrical goods 54%Holidays 73%Mobile handsets/contracts 57%Financial products or services 50%Cars 49%Clothes and accessories 40%Insurance 67%Toiletries/ Cosmetics 24%Health products 31%Home furnishings 28%

57%

57%

53%

50%

47%

44%

41%

39%

35%

35%

35%

Ireland EU

Base: All Internet users n=979

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Online plays a key function in the purchase funnel

€1,837 millionwas spent online in Ireland from September – FebruaryEU: €187,990m

Base: All who use social media n=913

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Purchasing online

97%of all Irish Internet

users shop onlineEU: 87%WE:94%, NE:94%, SE:88%, CEE:80%

99%of all Irish Internet users

research online for

purchasesEU: 96%WE:97%, NE:97%, SE:97%, CEE:93%

18%of all total shopping is

conducted online among

Irish Internet usersEU: 19%WE:24%, NE:16%, SE:15%, CEE:16%

%s Among Internet users

Base: All Purchasing Online in past 6 months n=894

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Spend online

€1,837 millionspent online in Ireland

across a 6 month periodEU: €187,990m

14is the average number of

purchases made per person

in Ireland across a 6 month

periodEU: 13

€685is the average amount spent per

person in Ireland across a 6 month

periodEU: €544

%s Among Internet users/P6M purchasers

Base: All Internet Users n=979

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Products purchased

Most popular products purchased online

Holidays 54%

Toiletries/ Cosmetics 21%

Books 53%

Electrical goods 33%

Concert, theatre or festival tickets 47%

Clothes and accessories 47%

Travel tickets 64%

EU: 43%

EU: 38%

EU: 34%

EU: 28%

EU: 26%

EU: 32%

EU: 25%

Base: All Purchasing Online in past 6 months n=894

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Conversion rates

Products with highest conversion

Books 91%Clothes and accessories 85%

CDs 106%

Toys 73%

Concert, theatre or festival tickets 89%

DVDs 103%Travel tickets 98%

Car hire 83%Sports equipment 58%

Toiletries/ Cosmetics 68%

Blu-ray discs 100%

Food/grocery shopping 55%

Electrical goods 59%Cinema tickets 84%

EU: 88%

EU: 88%

EU: 85%

EU: 81%

EU: 78%

EU: 83%

EU: 76%

EU: 74%

EU: 70%

EU: 70%

EU: 64%

EU: 63%

EU: 67%

EU: 63%

Base: All Internet users n=979

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6,500 affiliates

23,000,000

Clicks

€33,000,000 in Sales

Tradedoubler Ireland Network Performance 2011

Source: Tradedoubler Ireland 2011

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Coverage and Methodology

• Fieldwork took place in 28

markets in February 2012

• An Omnibus + Online

methodology was used across

all countries totalling nearly

50,000 interviews

• The application of quotas

ensured that representative

samples were achieved in

each Market

– quotas on age, gender,

education and regional

distribution were

applied

Hungary

Italy

Russia

Spain

Portugal

France

Turkey

Poland

Belgium

UK

Switzerland

Denmark

Sweden

Norway

Germany

Netherlands

Finland

Ukraine

Ireland

Romania

Ireland

Greece

Slovenia

Croatia

Slovakia

SerbiaAustria

CzechRepublic

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Thanks!

Daniel DesmondSales Director

Tradedoubler Ireland

Daniel.desmond@tradedoubler.com@danielmdesmond +353 86 7852345