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Apps and Applications - Ireland - July 2013

“Usage of apps and applications in Ireland will continue to grow as they offer time-pressed Irish consumers a convenient way to perform everyday tasks. Going forward, as consumers become accustomed to conducting their daily activities through apps and applications, the companies and brands that are able to provide these utilities will be best placed to maximise the potentially lucrative opportunities that apps present.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What are Irish consumers using apps and applications for?
  • How are Irish consumers accessing apps and applications?
  • Have Irish consumers embraced apps and applications?
  • What drives or inhibits Irish consumers’ usage of apps and applications?
  • Who are the key players in the apps and applications market in Ireland?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Market factors
                    • Ownership of app devices increases in Ireland
                      • Irish mobile internet infrastructure improving
                        • Apps making significant economic contribution
                          • Apple and Google dominate apps market
                            • Google’s Android popular on smartphones, iOS on tablet
                              • Companies, brands and innovations
                                • Social networking apps most popular among Irish consumers
                                  • Figure 1: Types of apps used on smartphone/tablet/portable media device, NI and RoI, May 2013
                                • Irish consumers unwilling to spend on apps
                                  • Browsing app stores most likely to lead to app downloads
                                    • Figure 2: Agreement with statements relating to apps and applications, NI and RoI, May 2013
                                  • What we think
                                  • Issues in the Market

                                    • What are Irish consumers using apps and applications for?
                                      • How are Irish consumers accessing apps and applications?
                                        • Have Irish consumers embraced apps and applications?
                                          • What drives or inhibits Irish consumers’ usage of apps and applications?
                                            • Who are the key players in the apps and applications market in Ireland?
                                            • Trend Applications

                                                • Click and Connect
                                                  • Life Hacking
                                                    • Mintel Futures: Access Anything, Anywhere
                                                    • Market Overview

                                                      • Key points
                                                        • Smartphone ownership increases throughout Ireland
                                                          • Figure 3: Ownership of smartphone devices, NI, 2011 and 2012
                                                          • Figure 4: Ownership of smartphone devices, RoI, 2012 and 2013
                                                        • iPhone dominates RoI smartphone market
                                                          • Figure 5: Ownership of smartphone devices, by type of device, RoI, February 2013
                                                        • Strong growth in tablet ownership in RoI
                                                          • Figure 6: Ownership of tablet computers, RoI, 2012 and 2013
                                                        • Improvements in mobile internet infrastructure key
                                                          • Apps making Irish consumers’ lives easier
                                                            • Figure 5: Activities consumers would like mobile banking apps to perform, RoI, May 2012
                                                          • The apps economy
                                                            • Figure 6: Percentage of global app revenue, by operating system, 2013
                                                          • Apple boasts largest app store
                                                            • Figure 9: Number of apps and applications available worldwide (000s), by app store, May 2013
                                                          • Gaming apps popular with consumers
                                                            • Figure 10: Most frequently downloaded type of apps, worldwide, May 2013
                                                            • Figure 11: Percentage of gaming applications downloaded, by app store, May 2013
                                                        • Market in Context

                                                          • Key points
                                                            • Case study: Aviva
                                                              • Background
                                                                • How it uses apps and applications
                                                                  • Case study: Danske Bank
                                                                    • Background
                                                                      • How it uses apps and applications
                                                                        • Case study: Fáilte Ireland
                                                                          • Background
                                                                            • How it uses apps and applications
                                                                              • Case study: Heineken Ireland
                                                                                • Background
                                                                                  • How it uses apps and applications
                                                                                    • Case study: Power NI
                                                                                      • Background
                                                                                        • How it uses apps and applications
                                                                                          • Case study: SuperValu
                                                                                            • Background
                                                                                              • How it uses apps and applications
                                                                                              • Strengths and Weaknesses

                                                                                                • Strengths
                                                                                                  • Weaknesses
                                                                                                  • Companies and Innovations

                                                                                                      • Examples of innovation
                                                                                                        • RBS launches text-to-pay app
                                                                                                          • App-controlled hotels
                                                                                                            • Smartphone apps to assist elderly consumers
                                                                                                              • Company profiles
                                                                                                                • Amazon
                                                                                                                  • Apple Inc.
                                                                                                                    • BlackBerry (formerly Research in Motion)
                                                                                                                      • Google
                                                                                                                        • Microsoft
                                                                                                                          • Nokia
                                                                                                                          • The Consumer – Types of Apps and Applications Irish Consumers Use

                                                                                                                            • Key points
                                                                                                                              • Young consumers most likely to use social networking applications
                                                                                                                                • Figure 7: Types of apps used on a smartphone, tablet or portable media device, NI and RoI, May 2013
                                                                                                                                • Figure 8: Consumers using social networking apps on a smartphone, tablet or portable media device, by gender and age, Ni and RoI, May 2013
                                                                                                                                • Figure 9: Consumers using social networking apps on a smartphone, tablet or portable media device, by work status, NI and RoI, May 2013
                                                                                                                              • Map apps popular with Irish consumers
                                                                                                                                  • Figure 10: Consumers using map apps on a smartphone, tablet or portable media device, by work status, NI and RoI, May 2013
                                                                                                                                • 25-34s use more map apps
                                                                                                                                  • Figure 11: Consumers using map apps on a smartphone, tablet or portable media device, by age, NI and RoI, May 2013
                                                                                                                                • RoI consumers most likely to use travel service apps
                                                                                                                                    • Figure 12: Consumers using travel service apps (eg bus and train travel) on a smartphone, tablet or portable media device, by location, NI and RoI, May 2013
                                                                                                                                    • Figure 13: Consumers using travel service apps (eg bus and train travel) on a smartphone, tablet or portable media device, by gender and age, NI and RoI, May 2013
                                                                                                                                  • News apps keeping Irish consumers updated
                                                                                                                                      • Figure 14: Consumers using news, weather or sports information apps on a smartphone, tablet or portable media device, by gender and age, NI and RoI, May 2013
                                                                                                                                      • Figure 15: Consumers using news, weather or sports information apps on a smartphone, tablet or portable media device, by work status, NI and RoI, May 2013
                                                                                                                                    • Six out of ten Irish consumers use game applications
                                                                                                                                        • Figure 16: Consumers using gaming apps on a smartphone, tablet or portable media device, by gender and age, NI and RoI, May 2013
                                                                                                                                        • Figure 17: Consumers using gaming apps on a smartphone, tablet or portable media device, by marital status, NI and RoI, May 2013
                                                                                                                                      • Rural consumers most likely to use online retail apps
                                                                                                                                          • Figure 18: Consumers using online retail or auction site apps on a smartphone, tablet or portable media device, by gender and social class, NI and RoI, May 2013
                                                                                                                                          • Figure 19: Consumers using online retail or auction site apps on a smartphone, tablet or portable media device, by location, NI and RoI, May 2013
                                                                                                                                      • The Consumer – Spending on Apps and Applications

                                                                                                                                        • Key points
                                                                                                                                          • Free news, weather and sports apps appeal to Irish consumers
                                                                                                                                            • Figure 20: Maximum amount consumers are willing to spend on news, weather and sports information apps, NI and RoI, May 2013
                                                                                                                                            • Figure 21: Consumers that will only download free news, weather and sports information apps, by gender and social class, NI and RoI, May 2013
                                                                                                                                          • Free gaming apps popular
                                                                                                                                            • Figure 22: Maximum amount consumers are willing to spend on games apps, NI and RoI, May 2013
                                                                                                                                            • Figure 23: Consumers that will only download free game applications, by gender and age, NI and RoI, May 2013
                                                                                                                                          • RoI consumers most likely to make in-app purchases for news and sport
                                                                                                                                            • Figure 24: Maximum amount consumers are willing to spend on in-app purchases for news or sports information apps, NI and RoI, May 2013
                                                                                                                                          • Irish consumers not willing to make in-app purchases for gaming apps
                                                                                                                                            • Figure 25: Maximum amount consumers are willing to spend on in-app purchases for games apps, NI and RoI, May 2013
                                                                                                                                            • Figure 26: Consumers that are not willing to spend anything on in-app purchases for games, by gender and marital status, NI and RoI, May 2013
                                                                                                                                        • The Consumer – Attitudes Towards Apps and Applications

                                                                                                                                          • Key points
                                                                                                                                            • App store browsing a key influence on apps downloaded
                                                                                                                                              • Figure 27: Agreement with statements relating to apps and applications, NI and RoI, May 2013
                                                                                                                                              • Figure 28: Agreement with the statement 'I have downloaded apps that I've found from browsing app stores', by gender and age, NI and RoI, May 2013
                                                                                                                                              • Figure 29: Agreement with the statement 'I have downloaded apps that I've found from browsing app stores', by children in the household, NI and RoI, May 2013
                                                                                                                                            • Friends and family influence app purchasing
                                                                                                                                                • Figure 30: Agreement with the statement ‘I have downloaded apps that my friends and family have told me about’, by gender and work status, NI and RoI, May 2013
                                                                                                                                              • Young consumers listen to recommendations
                                                                                                                                                • Figure 31: Agreement with the statement ‘I have downloaded apps that my friends and family have told me about’, by age, NI and RoI, May 2013
                                                                                                                                              • Women most likely to recommend apps
                                                                                                                                                  • Figure 32: Agreement with the statement 'I recommend apps that I like to others', by gender and age, NI and RoI, May 2013
                                                                                                                                                  • Figure 33: Agreement with the statement 'I recommend apps that I like to others', by daily internet usage, NI and RoI, May 2013
                                                                                                                                                • Young RoI consumers’ app downloads influenced by magazines and newspapers
                                                                                                                                                    • Figure 34: Agreement with the statement ‘I have downloaded apps that I’ve read about in magazines and newspapers’, by gender and age, NI and RoI, May 2013
                                                                                                                                                    • Figure 35: Agreement with the statement ‘I have downloaded apps that I’ve read about in magazines and newspapers’, by marital status and social class, NI and RoI, May 2013
                                                                                                                                                  • A fifth of Irish consumers prefer apps over mobile internet browsers
                                                                                                                                                      • Figure 36: Agreement with the statement ‘If a website is available as an app, I prefer using the app to using my mobile device’s internet browser’, by location and social class, NI and RoI, May 2013
                                                                                                                                                      • Figure 37: Agreement with the statement ‘If a website is available as an app, I prefer using the app to using my mobile device’s internet browser’, by gender and work status, NI and RoI, May 2013
                                                                                                                                                  • Appendix

                                                                                                                                                    • NI Toluna data
                                                                                                                                                      • Figure 38: Ownership of a desktop computer, by demographics, NI, May 2013
                                                                                                                                                      • Figure 39: Ownership of a portable computer (eg netbook, laptop), by demographics, NI, May 2013
                                                                                                                                                      • Figure 40: Ownership of a standard mobile phone, by demographics, NI, May 2013
                                                                                                                                                      • Figure 41: Ownership of a computer tablet (eg iPad), by demographics, NI, May 2013
                                                                                                                                                      • Figure 42: Ownership of a portable media player (eg iPod touch etc), by demographics, NI, May 2013
                                                                                                                                                      • Figure 43: Ownership of a smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, NI, May 2013
                                                                                                                                                      • Figure 44: Operating systems used for desktop computers, by demographics, NI, May 2013
                                                                                                                                                      • Figure 45: Operating systems used for a portable computer (eg netbook, laptop), by demographics, NI, May 2013
                                                                                                                                                      • Figure 46: Operating systems used for a computer tablet (eg iPad), by demographics, NI, May 2013
                                                                                                                                                      • Figure 47: Operating systems used for a portable media player (eg iPod touch etc), by demographics, NI, May 2013
                                                                                                                                                      • Figure 48: Operating systems used for a smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, NI, May 2013
                                                                                                                                                      • Figure 49: Types of apps used on smartphone/ tablet/ media device, by demographics, NI, May 2013
                                                                                                                                                      • Figure 50: Types of apps used on smartphone/tablet/media device, by demographics, NI, May 2013 (continued)
                                                                                                                                                      • Figure 51: Types of apps used on smartphone/tablet/media device, by demographics, NI, May 2013 (continued)
                                                                                                                                                      • Figure 52: Types of apps used on smartphone/ tablet/ media device, by demographics, NI, May 2013 (continued)
                                                                                                                                                      • Figure 53: Maximum amount consumers are willing to spend on news/weather/sports information apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 54: Maximum amount consumers are willing to spend on photo or video sharing service information apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 55: Maximum amount consumers are willing to spend on digital books/magazines apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 56: Maximum amount consumers are willing to spend on stock quotes/stock trading/financial news apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 57: Maximum amount consumers are willing to spend on comics or humour apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 58: Maximum amount consumers are willing to spend on games apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 59: Maximum amount consumers are willing to spend on TV/video streaming services (eg Netflix) apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 60: Maximum amount consumers are willing to spend on in-app purchases for mews/sports information apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 61: Maximum amount consumers are willing to spend on in-app purchases for photo or video sharing service apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 62: Maximum amount consumers are willing to spend on in-app purchases for digital books/magazines apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 63: Maximum amount consumers are willing to spend on in-app purchases for stock quotes/stock trading/financial news apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 64: Maximum amount consumers are willing to spend on in-app purchases for comics or humour apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 65: Maximum amount consumers are willing to spend on in-app purchases for games apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 66: Maximum amount consumers are willing to spend on in-app purchases for TV/video streaming services (eg Netflix) apps, by demographics, NI, May 2013
                                                                                                                                                      • Figure 67: Agreement with statements relating to apps and applications, by demographics, NI, May 2013
                                                                                                                                                      • Figure 68: Agreement with statements relating to apps and applications, by demographics, NI, May 2013 (continued)
                                                                                                                                                    • RoI Toluna data
                                                                                                                                                      • Figure 69: Ownership of a desktop computer, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 70: Ownership of a portable computer (eg netbook, laptop), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 71: Ownership of a standard mobile phone, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 72: Ownership of a computer tablet (eg iPad), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 73: Ownership of a portable media player (eg iPod touch etc), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 74: Ownership of a smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 75: Operating systems used for desktop computers, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 76: Operating systems used for a portable computer (eg netbook, laptop), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 77: Operating systems used for a computer tablet (eg iPad), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 78: Operating systems used for a portable media player (eg iPod touch etc), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 79: Operating systems used for a smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, RoI, May 2013
                                                                                                                                                      • Figure 80: Types of apps used on smartphone/tablet/media device, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 81: Types of apps used on smartphone/tablet/media device, by demographics, RoI, May 2013 (continued)
                                                                                                                                                      • Figure 82: Types of apps used on smartphone/tablet/media device, by demographics, RoI, May 2013 (continued)
                                                                                                                                                      • Figure 83: Types of apps used on smartphone/ tablet/ media device, by demographics, RoI, May 2013 (continued)
                                                                                                                                                      • Figure 84: Maximum amount consumers are willing to spend on news/weather/sports information apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 85: Maximum amount consumers are willing to spend on photo or video sharing service information apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 86: Maximum amount consumers are willing to spend on digital books/magazines apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 87: Maximum amount consumers are willing to spend on stock quotes/stock trading/financial news apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 88: Maximum amount consumers are willing to spend on comics or humour apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 89: Maximum amount consumers are willing to spend on games apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 90: Maximum amount consumers are willing to spend on TV/video streaming services (eg Netflix) apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 91: Maximum amount consumers are willing to spend on in-app purchases for news/sports information apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 92: Maximum amount consumers are willing to spend on in-app purchases for photo or video sharing service apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 93: Maximum amount consumers are willing to spend on in-app purchases for digital books/magazines apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 94: Maximum amount consumers are willing to spend on in-app purchases for stock quotes/stock trading/financial news apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 95: Maximum amount consumers are willing to spend on in-app purchases for comics or humour apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 96: Maximum amount consumers are willing to spend on in-app purchases for games apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 97: Maximum amount consumers are willing to spend on in-app purchases for TV/video streaming services (eg Netflix) apps, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 98: Agreement with statements relating to apps and applications, by demographics, RoI, May 2013
                                                                                                                                                      • Figure 99: Agreement with statements relating to apps and applications, by demographics, RoI, May 2013 (continued)

                                                                                                                                                  Companies Covered

                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                  Apps and Applications - Ireland - July 2013

                                                                                                                                                  £1,095.00 (Excl.Tax)