1

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?

19

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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