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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
[email protected]@danielmdesmond +353 86 7852345
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