an post amárach research presentation february 2012

1 The Age of Change

Marketing Institute of Ireland

Dublin Breakfast Event February 2012

1. Opportunity Shocks

2. The Difference Is…

3. Only Connect

1. Opportunity Shocks

Moody Consumers

Emonomics

Modest Improvement

Rainy Day Fund

€87 billion

Savings Splurge

Generational Differences

UK:

Ageing population Teenager/youth surge Low savings ratio Less economic shock…

… but confidence and economy still to pick up

Opportunity Shocks

Ireland:

Middle-ageing population Young families High savings ratio Pent up rainy day fund…

… but confidence and economy still to pick up

2. The Difference Is…

A Matter of Trust

Losing the Love

Media Trust

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…

eShoppers

In The Post

Happy Chappies

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…

3. Only Connect

Build Awareness

Close the Sale

Build the Loyalty

Switcher Nation

% switched past 12 months

Ways to Connect

All Consumption is Local

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.

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