Mobile 2010 Return2 Sender Report Of Findings
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A study conducted by Return2Sender in October 2010 surveyed Irish adults to understand mobile device ownership, usage, and attitudes towards mobile advertising. Key findings include over 600,000 smartphone owners with potential growth, nearly 800,000 app users, and a significant market for mobile advertising, particularly via text and voicemail. The study highlights demographic trends in app downloads and advertising receptiveness, indicating substantial opportunities for mobile marketing.
Mobile 2010 Return2 Sender Report Of Findings
- 1. Mobile penetration and mobile marketing study October 2010 Mobile Research Oct 2010
- 2. 2 Background & Objectives • Return2Sender is a digital marketing agency, specialising in mobile communications platforms. • Decision taken to conduct a quantitative research survey of Irish adults aged 16 years +, the objective of which is to generate reliable market data of use in informing Return2Sender’s strategic planning and PR efforts. • Specific research objectives to gather statistically valid and reliable data from amongst a representative sample of Irish adults with regard to: • Ownership/usage of pre-identified mobile devices and applications • Potential future levels of uptake of specific mobile devices and applications • Proportion of population downloading apps (and average number downloaded) • Proportion of downloaded apps paid for/free • Types of apps downloaded • Disposition towards various types of mobile phone advertising.
- 3. 3 Methodology & Timing Survey conducted via the Behaviour & Attitudes Barometer Omnibus vehicle. The Barometer Survey is a nationally representative survey undertaken among 1,000 adults aged 16+. It involves a quota sample that closely matches the adult population in terms of sex, age, social class, region and area. Fieldwork for this study was conducted over the period 10th – 21st September 2010.
- 4. 4 Highlights
- 5. 5 Highlights Over 600,000 Irish adults already own a Smartphone, with the potential to grow the market to over a million users by next spring. Almost 800,000 people claim to have accessed some type of mobile phone app by now. The ownership of Smartphone and tablet device technology is heavily skewed towards males, 16-34 yr olds, and those from professional and white collar worker backgrounds. Over 8 million apps have already been downloaded by Irish consumers, with half a million people actively downloading them on a regular basis. The evidence is that millions of Euro have already been generated in Ireland through the sale of mobile apps. Music and games, followed by entertainment, sports and social networking, are the most popular type of apps downloads, with news and weather also performing strongly.
- 6. 6 Highlights Some clear gender differences emerge in the type of apps downloaded with, for example, games/entertainment/sports, along with business and finance, more popular amongst males than females. In general, people are currently most receptive to mobile advertising via text and voicemail, although the jury is still out for many people with regard to other forms of mobile activity. These figures suggest there is enormous potential for mobile phone advertising in the future, with well over a million people at least open to all of the main mobile advertising channels. There is clearly a broader age acceptance of text/voicemail advertising, with alternative forms unsurprisingly more resonant for younger audiences. Ads via text and SMS have a universal appeal to all those open to mobile phone advertising. A sub-category exists within this market, however, comprising those responsive to mobile ads on websites, on apps, and branded apps. Those open to social network site advertising are somewhat distinct from all others again, being a little less responsive to apps-related advertising at this stage.
- 7. 7 Findings
- 8. 8 Mobile Device Ownership Base: all adults (n=1,002 ) iPhone Android- enabled phone Other smartphone Any smartphone iPad 256,000 123,000 269,000 611,000 85,000 Population Estimate 357,000 97,000 116,000 509,000 97,000 Population Estimate 613,000 220,000 385,000 1.12million 182,000 Potential Market Spring 2011 CURRENTLY OWN LIKELY TO PURCHASE NEXT 6 MTHS Q.1 Which of the following do you currently own or use? Q.2 And are you likely to buy/begin to use_________(READ OUT OPTION) within the next six months or so? % % Over 600,000 Irish adults already own a Smartphone, with the potential to grow the market to over a million users by next spring.
- 9. 9 Mobile Internet Access Base: all adults (n= 1,002) Internet through iPhone Mobile phone apps 688,000 794,000 Population Estimate 65,000 31,000 Population Estimate 753,000 825,000 Potential Number Using Spring 2010 CURRENTLY USE LIKELY TO BEGIN USING NEXT 6 MTHS Q.1 Which of the following do you currently own or use? Q.2 And are you likely to buy/begin to use_________(READ OUT OPTION) within the next six months or so? % % Almost 800,000 people claim to have accessed some type of mobile phone app by now.
- 10. 10 Mobile Device User Profiles Base: All owning devices All adults iPhone Any Smart Phone iPad Base: N=1,002 N=70 N=170 N=20* % % % % GENDER Male Female 49 51 67 33 61 39 67 33 AGE 16-24 25-34 35-49 50-64 65+ 16 22 27 21 14 28 35 21 15 1 27 30 26 13 3 39 32 25 5 0 SOCIAL CLASS ABC1 C2DE F 41 51 8 61 35 4 59 38 3 39 54 6 AREA TYPE Urban Rural 61 39 70 30 72 28 71 29 Q.1 Which of the following do you currently own or use? * NB small base sizeThe ownership of Smartphone and tablet device technology is heavily skewed towards males, 16-34 yr olds, and those from professional and white collar worker backgrounds.
- 11. 11 Mobile Apps – Usage Versus Download Base: all adults (n=1,002) 380,000 can estimate how many they have downloaded 794,000 claim to use mobile phone apps, of whom…. With an average of 17 downloads per person Q.3 Approximately how many Apps have you downloaded to your phone altogether? Of whom…. 114,000 cannot estimate how many they have downloaded 300,000 have not actually downloaded any themselves Assuming an average 17 downloads per person Resulting in a total estimated 8.4 million apps downloaded in Ireland to date Resulting in a minimum estimated 6.46 million apps downloaded so far in Ireland An additional estimated 1.94 million apps downloaded 56 44 24 2723 25 Male Female 50 yrs+ 35-49yrs 25-34yrs 16-24yrs % % Over 8 million apps have already been downloaded by Irish consumers, with half a million people actively downloading them on a regular basis.
- 12. 12 Profile of Apps Downloaders, and Proportion Paid For Base: all downloading any apps (n=139. Pop Estimate 494,000) Estimated number of apps downloaded 8.4 million. Of which… All apps downloaders 494,000 An estimated 2.6 million were paid for (31%) Q.4 And roughly what proportion of these Apps were paid for, and what proportion were free of charge? With an estimated 5.8 million downloaded free (69%) 59 41 34 34 18 14 Male Female 50 yrs+ 35-49yrs 25-34yrs 16-24yrs % % The evidence is that millions of Euro have already been generated in Ireland through the sale of mobile apps.
- 13. 13 Types of Apps. Downloaded so Far Base: all downloading any apps (n=139. Pop Estimate 494,000) 233,000 220,000 189,000 164,000 150,000 115,000 105,000 84,000 85,000 61,000 46,000 43,000 29,000 29,000 26,000 24,000 49,000 Population Estimate Q.5 Which of these types of Apps have you downloaded so far? % Music and games, followed by entertainment, sports and social networking, are the most popular type of apps downloads, with news and weather also performing strongly.
- 14. 14 Types of Apps. Downloaded so Far Base: all downloading any apps (n=139. Pop Estimate 494,000) All adults GENDER AGE Male Female 16-24 25-34 35-49 50-64 Base: 139 84 55 46 49 26 16 % % % % % % % Music 47 41 57 56 39 41 60 Games 45 51 36 58 43 40 19 Entertainment 38 45 28 57 31 35 18 Sports 33 47 14 34 24 43 43 Social networking 30 31 30 48 20 15 35 News 23 25 20 13 32 20 36 Weather 21 21 21 14 21 21 42 Travel 17 19 13 14 14 10 40 Health & Fitness 17 17 18 22 16 8 24 Utilities (Banking, bill paying etc) 12 15 8 8 16 6 26 Finance 9 14 3 1 9 6 38 Books (including ibooks) 9 9 8 7 12 4 12 Business 6 10 0 1 5 3 20 Medical 6 5 6 7 3 0 19 Fashion 5 3 9 8 4 0 10 Recipes 5 4 6 5 6 0 8 Other 10 15 3 6 14 8 15 Q.5 Which of these types of Apps have you downloaded so far? Some clear gender differences emerge in the type of apps downloaded with, for example, games/entertainment/sports, along with business and finance, more popular amongst males than females.
- 15. 15 Likelihood of Looking at/Listening to Advertising by Way of…. Base: all adults (n=1,002. Pop Estimate 3.522 million) Ads sent by SMS/text Ads sent to your voicemail Ads appearing on regular websites through your phone Ads appearing on Apps through your phone Branded apps - apps built by some of your favourite brands Ads appearing on social networking sites on your phone (facebook, twitter etc) % % % % % % Would definitely listen to/look at 16 11 3 3 3 4 Would probably listen to/look at 25 20 11 9 9 12 Would probably not listen to/look at 12 15 17 14 14 14 Would definitely not listen to/look at 37 43 48 46 45 48 Don’t know 10 11 20 28 29 22 Summary Likely 41 31 14 12 11 16 Not Likely 48 58 66 60 60 62 Q.6 How likely would you be to listen to or look at advertising through your mobile phone by way of…. In general, people are currently most receptive to mobile advertising via text and voicemail, although the jury is still out for many people with regard to other forms of mobile activity.
- 16. 16 Estimated Numbers Likely to Engage With Mobile Advertising Types 358,000 394,000 761,000 714,000 991,000 1,021,000 Note sure/ Don’t know Q.6 How likely would you be to listen to or look at advertising through your mobile phone by way of…. Likely These figures suggest there is enormous potential for mobile phone advertising in the future, with well over a million people at least open to all of the main mobile advertising channels.
- 17. 17 Profile of Those Likely to Engage With Mobile Advertising Types Base: all likely to engage Ads sent by SMS/text Ads sent to your voicemail Ads appearing on social networking sites on your phone (facebook, twitter etc) Ads appearing on regular websites through your phone Ads appearing on Apps through your phone Branded apps - apps built by some of your favourite brands % % % % % % Gender Male Female 48 52 50 50 51 49 53 47 56 44 53 47 Age 16-24 25-34 45-49 50-64 65+ 21 27 30 16 7 20 27 30 16 7 35 38 16 7 4 33 34 23 8 4 30 36 19 12 3 39 39 14 7 2 Q.6 How likely would you be to listen to or look at advertising through your mobile phone by way of…. There is clearly a broader age acceptance of text/voicemail advertising, with alternative forms unsurprisingly more resonant for younger audiences.
- 18. 18 Want to learn more or try it out? Contact: Marguerite Cotter Client Services Director [email protected]