the smart future - an amárach research report

1The Smart Future

The Smart FutureAn Amárach Briefing

May 2011

© Amárach Research

The Smart FutureWorld’s First Smart Phone

http://www.retrocom.com/bellsouth_ibm_simon.htm

The Smart Future

1. About Amárach

insight + foresight

2. The Social Explosion

all together now

3. The Smart Future

next wave capitalism

The Smart Future

1. About Amárach

insight + foresight

The Smart Future

We are an independent market research

agency, providing a full range of research

services to our Irish and international

clients. We have worked with two thirds of

Ireland‟s top 200 companies. Every year

we survey over 100,000 people at home

and abroad, as well as running hundreds

of focus groups.

Our experienced team of directors and

executives manage online, face-to-face

and cati surveys; as well as qualitative

research including focus groups, in-depths

and ethnographic studies. We also offer a

unique field-only service to universities and

international agencies.

Amárach Research is proud to be:

The Smart Future

2. The Social Explosion

all together now

7The Smart Future

Tipping Points

1980s 1990s 2000s 2010s

Year in which technology used by majority of Irish adults for first time:

landlineHome PC

2005

Mobile

2000

Internet

2007

Broadband

2009

Facebook

2011*

Smartphone

2012*

* Amárach forecast

8The Smart Future

Smartphone Inflection

9The Smart Future

Approaching the Tipping Point

10The Smart Future

Smart Ireland

Online survey of 844 Irish mobile phone users in May 2011, including 311 smartphone users (= 37% of all with mobile phone)

Q. “Is your mobile phone a „smart phone‟, i.e.: one you can use to surf the internet, download apps etc? (E.g.: Apple iPhone, BlackBerry, Nokia N & E series, HTC, Samsung and certain other types of touch phones etc)”

11The Smart Future

Mind The Gap

Source: Amárach Research, May 2011

37%45%

29%37%

53%

34% 33% 27%

63%55%

71%63%

47%

66% 67% 73%

All Male Female 15-24s 25-34s 35-44s 45-54s 55+

Smartphone Penetration in Ireland

smartphone standard phone

12The Smart Future

Smartphone Handsets Market Share

* all others

Source: Amárach Research, May 2011

NB: caution using data as small sample for HTC & Blackberry users

Smartphone users have had a mobile phone for over 12 years (any kind), slightly longer than average user (11 years).

The average smartphone user has had a smartphone for 12 months (Blackberry users for 22 months!)

13The Smart Future

Smartphone User Profiles

Apple iPhone: consistent with total smartphone market profile, more male than female, 25-34 bias

Nokia: stronger male bias, and older age profile -especially over 45s

Samsung: strongest female bias, and youngest age profile – especially 15-24s

Blackberry: strongest male bias, strongest bias towards 25-34s, highest bias towards ABC1s, highest % with Masters degrees!

Source: Amárach Research, May 2011

14The Smart Future

Surfing the Web

* all others

Source: Amárach Research, May 2011

34% of smart phone users surfs the web on their smart phone when there‟s a pc/laptop nearby ... every day (only 1 in 4 never does this)

The Smart FutureSocial Media Timeline

16The Smart Future

Only Connect

May 2009:

627,000

May 2011:

1,937,000

Facebook users in Ireland*

* socialbakers.com

64% of internet users

42% of Irish adults

17The Smart Future

Most Used Smartphone Apps

Social network apps: 56% of all smartphone users, strong female bias, higher among 15-24, higher for iPhone & HTC

Map/travel apps: 41% of all smartphone users, stronger male bias, higher among 35-44s, higher for iPhone users

News apps: 37% of all smartphone users, stronger male bias, higher among 25-34s, higher for iPhone users

Music apps: 34% of all smartphone users, stronger male bias, higher among 15-34s, higher for Samsung & HTC

Gaming apps: 28% of all smartphone users, slight male bias, higher among 25-34s, higher for iPhone users

Source: Amárach Research, May 2011

18The Smart Future

New App Downloads (past month)

* all others

Source: Amárach Research, May 2011

Average smartphone owner has downloaded 4.8 new apps in the past month

Downloaders more likely to be male/25-34

The Smart Future

83% of smartphone users are on Facebook25% of smartphone users use twitter

Sources of information about Apps:

W.O.M.web

adverts

20The Smart Future

Smart Ads

* all others

Source: Amárach Research, May 2011

27% of smart phone users have clicked on an advertisement on their smart phone (whether online or in an app)More likely to be male/15-24s

The Smart Future

3. The Smart Future

next wave capitalism

22The Smart Future

The Smart Cycle

23The Smart Future

Hard Choice

* all others

Source: Amárach Research, May 2011

Which would you choose if you had to choose between having a smartphone or having a laptop (with internet access)? % choosing their smartphone:

24The Smart Future

Economics Will Still Drive Uptake

25The Smart Future

Smart Recovery:

smartphones will drive consumer spending

* ESRI forecasts

26The Smart Future

mCommerce

mCommerce 2012

= €800m in Irish

consumer market terms

27The Smart Future

Who Will Fill The Gap First?

Source: Amárach Research, May 2011

37%45%

29%37%

53%

34% 33% 27%

63%55%

71%63%

47%

66% 67% 73%

All Male Female 15-24s 25-34s 35-44s 45-54s 55+

Smartphone Penetration in Ireland

smartphone standard phone

The Smart Future

The

Cambrian

Explosion

The

Social

Explosion

(TSX)

Social Technology is going through its Cambrian Explosion

The Smart Future

The consumer spending pie is back to the size it was in 2006 (not 1986!)

When the economy recovers next year things will not go back to „normal‟.

Key features of the consumer landscape have changed irrevocably, driven by major technology inflection points (broadband, social networks and smartphones).

New patterns of consumer transactions, communications and trust formation will emege.

Next wave capitalism will be driven by The Social Explosion.

The Smart Future

Amárach has launched a revolutionary new

research programme:

TSX the social explosion

To equip businesses, agencies and other

organisations that need to track, monitor

and manage their response to the multiple

inflection points now ahead of us in Ireland.

For more details contact:

Gerard O’Neill Chairman

Sean Nolan Associate Director

or Anita Mullan Snr. Research Executive

t. 01 410 5200

e. info@amarach.com

w. www.amarach.com

b. www.amarach.com/blog

tw. twitter.com/AmarachResearch