Following our digital conference, we have published research which shows that Ireland’s smartphone owners use their mobiles more often and for more reasons than the average mobile owner. We have quantified that up to half of Irish consumers have a smartphone, but not all consumers make use of the smart features. The nationally represented research was conducted by Sponge It and measured the mobile ownership and behaviour of 1,007 Irish respondents.The research was sponsored by RTE Mobile, Kinetic Outdoor and Metro Herald.

The most popular smartphone features used on a daily basis are searching (46% of users), email (39%), social networking (39%) and seeking news (36%). These activities peak towards the end of the day and tend to be used in conjunction with a secondary medium.87% of mobiles have a web connection46% of mobile owners use the internet on their mobile16% of mobile owners clicked a mobile advert recently1 in 5 listen to the radio on their mobile every day18% of smartphone owners watch videos on their mobile every day

The level of engagement with smartphones varies by demographic – men aged 18-34 years old are twice as likely as their female counterpart to use their smartphones. Emailing is the most popular feature for over 50 year olds, and social networking is the most popular for women aged 18-34 year old.Read more here.

This week: From the blog: Upwardly MobileDetails from our Digital ConferenceA few words from Darren BrackenThe latest TV and Search information

twitter.com/MindshareIRL

m-insights.blogspot.com

11th February 2011

Superbowl, Super ads by Gillian JordonRead Here

The info on Facebook Places and its roll-out from Maeve O’ GormanRead Here

The latest news about the X Factor from Niamh MurphyRead Here

from the blog

Upwardly MobileFinian Murphy, Consumer Insights

Ciaran Norris, Norm Johnston, Emma O’ Doherty, Bill Kinlay,

Finian Murphy, Mindshare with Anton Savage, guest chair.

amanda holden

gary moore

jules verne

superbowl 2011

superbowl

six nations

6 nations

met eireann

tv3

dancing on ice 60%

70%

90%

110%

140%

700%

800%

2500%

2500%

2500%

INSIGHTS & ANALYSISGOOGLE TRENDS

11TH FEB 2011

Rising Searches (last 7 days)

4th Jan - 10th Feb 2011

Google This! This week we’ve been googling the sad news that actress Amanda Holden has lost her baby, seven months into her pregnancy. Most of the top rising searches this week however have been related to sport and entertainment - such as the Six Nations rugby, football and Dancing on Ice. The American Superbowl 2011 was also highly searched - whether you actually watched the game or were googling the ads like us media addicts! Michaela Harte news stories still pull high interest. The family have started a charity in her name this week. In computers and all things tech, Mac has stolen the top searches from Microsoft this year on last year. Finally, in beauty, it seems that a lot of us are looking for some radical new hair styles for 2011 and are (very predictably) searching for information on slimming and exercise. Hmm... wonder how long that one will last?

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods.

Rising Beauty Searches (last 30 days)

12th January - 10th February 2011

avon exerciseslimming world

hairstyles 2011weight watchers points

Superbowl 2011Amanda Holden

Rugby Six Nations

tattoo designs cheryl cole

points calculator bodybuildingmichaela harte

torres

michaele

egyptandy gray

Rising News Searches (last 30 days)

12th January - 10th February 2011

cowen

rugby

brian cowen aer lingus harte

Breakout

Breakout

Breakout

Rising searches are based on the increase in volume from a the base volume seven days ago. Where ‘Breakout’ is recorded, the base figure was too low to record from.

hotmail1

facebook2

download3

apple

4 youtube

5

microsoft

6 mac

7 converter

8 ipod

9

steve jobs10

Trending in Computers

Jan 2011 vs Jan 2010

Rising Entertainment

last 7 days vs. previous 7 days

rihanna s&m

+140%

amanda holden

Breakout

jessie j

+110%

nicki minaj

+60% mila kunic

+50%

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights. The data is owned and curated by Google, but available for public access.

For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

rihanna

+50%megavideo

+40%

Darren Bracken, Account ManagerWhat's your role in Mindshare?I am an Account Manager in the planning department.

Any media developments you’re keeping an eye on?The whole area of location based mobile marketing, with the rise in popularity of smartphones, real-time location marketing is really going to come to the fore. Location based marketing is unique because it allows you to specifically target your consumers in terms of narrowing down your offering by geo-demographics. Maeve has written a great post on the launch of ‘Facebook Places’ (Facebook’s answer to Foursquare and eventually Groupon). Read it here.

What was your favourite campaign of 2010? My favourite 2010 campaign has to be Old Spice campaign and the numerous spin-offs from that campaign where even Sesame St did their own version of the ad. In relation to viral it totally embraced social media with the star of the ad posting his responses to tweets on YouTube and the ad itself was extremely popular on Facebook in terms of people posting it on each other's Facebook pages. However, my favourite advert ever has to be Lay's MC Hammer Ad

Will you be using Facebook Places?Facebook places is an interesting development, although I don't think I will be using it quite yet. I have Foursquare on my iPhone and I have never used it so for the time being the best way to find out where I am, will be to call or text! Although if Facebook Deals materialises as Maeve discussed, this could change.

0

NEW

+3

-4

rte live

+110%

pete postlethwaitesteve jobsthomsonexchangemalwarebytesgoogle docssas

microsoft office 2010minecraftsap

Rising Searches Computers

NEW

NEW

NEW

NEW

0

0

Cinema Advertising

There are a number of blockbusters available for advertising:

Gnomeo and Juliet (Family) 11/02/2011

Just Go with It (15A) 11/02/2011

Yogi Bear (Family) 11/02/2011

Rango (Family) 04/03/2011

Limitless (15A) 18/03/2011

Justin Beiber 01/04/2011

It is now also possible to advertise in 3D. Contact us for more

information.

P&G

Unilever

Ireland

Reckitt B

enckise

rEirco

m

Johnson&

Johnson

Danone

O2 Ireland

Henry F

ord & Sons

Supervalu

Cost plus

Sofa

389434455516582612626700

1,0961,307

TV News

HW + CH (Multichannel TVRs)

Top Rated ProgrammesAdults 15-34 (Multichannel TVRs)

Mrs Brown's Boys (753,500 viewers - January average audience per episode)

The Late Late Show (772,800 viewers - January average audience per episode)

The Saturday Night Show (577,600 viewers - January average audiences, a 20% increase on the season average)

The All-Ireland Talent Show (586,400 viewers for the results show in January alone - average audience)

The Savage Eye (The average live audience has increased by over one third year-on-year

Departure Day (667,500 viewers on Monday 10th January - average audience)

Top TV Advertisers 24th Jan - 1st Feb 2011

O2 Prepay

UPC Tri

ple Play

Cost Plus

Sofas

Cadbury Crem

e Eggs

Sky Brand

123.ie

McDonalds

Gillette

Fusion

Supervalu

Optical Expres

s

217218222257277281281287331

516 Top 10 Brands 24th Jan - 1st Feb 2011

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.

For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300

Mrs Brown's Boys

Coronation Street

Eastenders

Raw

The Late Late Show

Operation Transformation

RTE News 9

Grey's Anatomy

Emmerdale

Fair City 8.59.39.79.89.89.910.1

11.912.012.2

Sponsorship OpportunitiesThere are many sport packages being made available by TV3 for a brand to get involved with. The Champions League, Europa League and All Ireland GAA Championship are available for a brand to spot buy. More details available.

RTÉ Media Sales are currently seeking a sponsor for The Business presented by George Lee, starting on RTÉ One on Friday 4th March at 8.30pm.

RTÉ media sales are currently seeking a sponsor for our Garden Strand 2011. Two brand new gardening series are coming to RTÉ One this year - Dermot’s Hidden Garden and How To Create A Garden.

Conrad Gallagher’s search for a ‘Head Chef’ comes to TV3 this April and this would be a perfect sponsorship opportunity for any brand interested in a cookery theme.

Mrs. Brown’s Boys

RTE News 9

Operation Transformation

The Late Late Show

Coronation Street 20

Eastenders

Fair City

Raw

All Ireland Talent Show

Saturday Night Show 14.915.8

17.417.618.318.819.019.7

22.026.8

Photos from the Digtial Vision

Thank you to everyone who came along. And a big thank you to our sponsors RTE and

Metro Herald and Kinetic the speakers and those involved in the organising.

Finian Murphy answers the most frequently asked question about mobiles

Nicola Byrne, 11890 Gabrielle Strassburger, Value Retail

Maria McKenna, Nestle Jennifer Quinn, Nestle Aoife Harlihan, Nestle

Ciarán Norris, Norm Johnston, Emma O’ Doherty, Bill Kinlay, Finian

Murphy, Mindshare with Anton Savage, guest chair.

Lucile Rabier, Danone Melanie McCourt, Jaguar Rachel Doyle, Danone

Robert Coyle, Bloom Michelle Russell, Axa Daragh Byrne, TV3