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A Presentation Prepared with
Fleishman Hillard
May 2012
How ‘Appy’ Are the Irish?
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Objectives & Methodology
The primary objective of the research was:
“To gain a better understanding of the attitudes and behaviours of Smart Phone users towards mobile phone apps”.
An omnibus approach was utilised amongst an online sample of 984 adults aged 16+. Quotas were set in order to ensure the sample was fully representative of the Irish population.
A total of 579 (59%) were Smart Phone users.
All research was carried out between Friday 13th and Tuesday 24th
April 2012.
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Series1
55
20
49
32
45
27
51
25
22
2412
1919
C. Profile of Sample – Smart Phone Users
Male
Gender Age Social Class Region
% % % %
Female
18-24
35-44
55+
ABC1 F50+
C2DE F50-
Dublin
Rest of Leinster
Munster
Conn/Ulster
25-34
45-54
Those with Smart Phones were predominately male, aged 25-34 and living in Dublin.
(Base: All adults aged 16+ with a smart phone – 59%)
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Smarter Than The Rest ………..
Approximately 3 in 5 Irish adults (59%) posses a Smart Phone.
Q.1 Do you currently own a Smart Phone i.e. one which you can surf the internet, download apps etc.?
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MAIN FINDINGS
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Smart Phone Users Have On Average, 22 Apps Each
Q.2 In total; approximately how many apps do you have?
(Base: All adults aged 16+ with a smart phone – 59%)
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On Average, Approximately One Hour is Spent Using Apps on A Daily Basis
Q.3 how much time do you spend using apps on a daily basis on your smart phone?
(Base: All adults aged 16+ with a smart phone – 59%)
14
25
24
27
53
12
Less than 10 Mins
%
11-30 Mins
31-59 Mins
1-2 Hours
3-4 Hours5+ Hours
Don’t use on a daily basis
Average: 61 Minutes
63% Spend Up to 1 Hour Per Day
01.01Tuesday, April 24
slide to unlock
iPhone 3G 44%
15-24 year olds spend more time on their apps
– approximately 84 minutes per day while 45-54 year olds spend
the least amount of time (43 minutes).
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Smart Phone Users Have a Wide Variety of Apps on Their Smart Phones
Q.4a Which of these types of apps do you have on your smart phone?
(Base: All adults aged 16+ with a smart phone – 59%)
Social Networks
MusicGamingNews Map/travel
Health & Fitness
Sports Work RelatedBanking/Financial
Photo/VideoWeather
Education
Entertainment Books/Reading
Lifestyle Medical ProductivityReference
Travel
Utilities Catalogues
74% 61% 58%60% 54%
23%
21%
28%36% 33%
50%55%
29%
11%18% 13% 12%16%
29% 27%
22%
The majority (3 in 4) have a Social Networking app on their phone, circa 6 in 10 have News, Maps/Travel, and Gaming. While over half have Weather, Music and Photo/Video. 1 in 3 have a
Banking/Financial app.
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Social Networking Apps Are Preferred Given Almost 1 in 3 Claim They Could Not Live Without Them
Q.4b What one app could you not do without?
(Base: All adults aged 16+ with a smart phone – 59%)
Social Networks
MusicGamingNews Map/travel Banking/Financial
Photo/Video
31%
14% 10%11% 6% 4%4%
#All other mentions 3% or less
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Almost 3 in 5 Claim They Use Their Apps At Home the Most
Q.5 Where do you use apps the most?
(Base: All adults aged 16+ with a smart phone – 59%)
At Home
In Work
On Public Transport
When Out & About
In the CarIn the
Bathroom
56%
1%4%10%
11%18%
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Over Half Believe That Apps Have Made Their Life A Lot Easier To Some Degree
Q.6 How strongly would you agree/disagree with each statement?
(Base: All adults aged 16+ with a smart phone – 59%)
24 20
2926
2424
1820
5 10
Strongly Agree (5)
%
“Apps have made my life a lot easier”
Slightly Agree (4)
Neither/Nor (3)
Slightly Disagree (2)
Strongly Disagree (1)
%
“I worry about the security of the
information I provide when using Apps”
Mean: 3.5 3.3
46%53%
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1 in 5 Are Unsure As To What Their ‘Dream’ App Would Do – They Have Never Thought About It!
(Base: All adults aged 16+ with a smart phone – 59%)
Q.7 What would your dream app do?
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5
5
4
4
4
Don’t know/never thought about it
I don’t want one/need one
A household manager/home budgeting/financial advice
Organise my day
Give me money/earn money
Time, news, weather, sport
4
3
3
2
2
2
Visual dialogue
Everything
Give me the winning Lotto numbers
All social networking apps in one
Household chores
Show all special offers
# All other mentions 1% or less
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Half Claim That Their Main Financial Provider Offers A Banking App; Of Which Half Use At Least Every Couple of Days
Q.8a Does your main financial institution provide a banking app? Q.8b How often do you use this banking app to access your bank account?
15%
50%35%
7
16
26
16
656
18
A couple of times a day%
Frequency of using Banking app
Does your main financial institution provide a
banking app?
At least once a day
Every couple of days
Once a week
Once every couple of weeksOnce a month
Lest often
Never
No
Don’t knowYes
%
(Base: All adults aged 16+ with a smart phone – 59%)
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A Preference For a Mobile Banking App to Make Online Payments and Keep Track of Finances
Q.9 Which of the following would you like to be able to do with a banking app?
Make Online Payments
Pay for Goods & Services Directly in Shops
Top Up Mobile Phone
Apply for New Products
Keep Track of Finances
Transfer Money
67% 59%65%
21%43%46%
(Base: All adults aged 16+ with a smart phone – 59%)
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