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Are Irish Consumers Embracing Mobile Technology? - Ireland - October 2010

The mobile technology market has experienced heavy sales losses across the board, as a result of economic recession in Ireland, market saturation and product cannibalisation.

While the outlook is positive for mobile technology in general, this will be reliant on how well manufacturers and retailers adapt, and in particular, utilise the key tools of innovation and marketing.

The technologically mature consumer now uses mobile technology in very different ways, and this is continuing to evolve. In terms of its potential to bring virtual and digital marketing to the consumer there is significant scope for mobile technology to be further developed by manufacturers and marketeers alike.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer
            • Abbreviations
            • Future Opportunities

                • Convergence an omnipresent factor
                  • Affordability is key
                  • Market in Brief

                    • Take-up of mobile technology is strong
                      • Forecast growth for some technologies but not all
                        • Recessionary influences still affecting the market
                          • Cannibalisation is on the cards
                            • The shift in demographics offers a potential new growth segment
                              • Consumers demand improved network coverage
                              • Internal Market Environment

                                • Key points
                                  • Irish consumers are receptive to technological advancements
                                    • Figure 1: Responses to selected statements relating to technology, NI and RoI, 2009
                                  • Near universal uptake of portable technology
                                    • Figure 2: Percentage of respondents that personally own a mobile phone, NI and RoI, 2006-09
                                  • Smartphones the way forward to maintain uptake levels for mobiles
                                    • The laptop’s popularity broadens
                                      • Figure 3: Percentage of respondents that have a laptop at home, NI and RoI, 2004-09
                                    • The young prefer the convenience of a laptop
                                      • Figure 4: Consumer ownership of desktop PC vs. a laptop PC (only computer), by age, NI and RoI, 2009
                                    • Declining prices of laptops fuel demand
                                      • Figure 5: Changes to average price of a PC laptop, 2003-13
                                    • Room for uptake in the portable media player market
                                      • Figure 6: Percentage of respondents that have or own an MP3 player, NI and RoI, 2004-09
                                    • Improvements in broadband basis for continuing growth
                                      • More consumers using mobile devices to access the internet
                                        • Figure 7: How respondents access the internet, NI and RoI, 2004-09
                                        • Figure 8: Type of internet connection respondents have at home, NI and RoI, 2007-09
                                        • Figure 9: Percentage of consumers who have accessed the internet in the last 12 months, NI and RoI, 2004-09
                                      • Accessibility improved by mobile broadband and Wi-Fi
                                        • Convergence fosters increased cross-usage of technologies
                                          • Figure 10: The changing purposes of mobile devices
                                        • Some mobile devices under threat due to multifunctionality
                                        • Broader Market Environment

                                          • Key points
                                            • Recession causing consumers to compromise their spending
                                              • Figure 11: Economic outlook, NI and RoI, 2008-10
                                            • Key indicators show that recovery is beyond RoI’s grasp, for the moment
                                              • A similarly depressing economic picture in NI, but slow growth is forecast for the short term
                                                • Disposable income still declining and no likely increase in consumer spending
                                                  • Consumers still cautious
                                                    • Figure 12: Consumer Sentiment Index, NI and RoI, January 2005-July 2010
                                                  • More flexible working patterns are increasing the need for mobile technology
                                                    • NI workers are out of the office
                                                      • Demographic changes present both challenges and opportunities for technology retailers
                                                        • Silver is the new black, in Ireland
                                                          • Figure 13: Population projections, by age group, RoI, 2006-26
                                                          • Figure 14: Population projections, by age group, NI, 2006-26
                                                        • Over-50s comparatively unscathed by recession
                                                          • Retailers must make a fundamental shift in their targeting of age groups
                                                          • Competitive Context

                                                            • Key points
                                                              • Out-of-home leisure spending in decline
                                                                • Figure 15: Areas consumers have cut back on spending in the last 12 months, NI and RoI, July 2010
                                                                • Figure 16: Agreement with the statement ‘I prefer to spend a quiet evening at home than go out’, NI and RoI, 2004-09
                                                              • Meanwhile, non-mobile leisure activities are as popular as ever
                                                                • Figure 17: Participation in leisure activities, NI and RoI, 2009
                                                              • In-home entertainment thriving during recession
                                                                • Home TVs fight back
                                                                  • Figure 18: Number of televisions in households, NI and RoI, 2009
                                                                • TV advancements help boost its popularity
                                                                  • Nonetheless, NI consumers are watching less television
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Market Value and Forecast – Mobile Phones

                                                                        • Key points
                                                                          • Smartphones to drive sales of handsets
                                                                            • Mobile phone revenues down from 2007 peak but set for a return to growth
                                                                              • Figure 19: Estimated mobile phone market retail revenues*, IoI, RoI and NI, 2004-14
                                                                            • Voice services dominant but data services to drive market forward
                                                                              • Figure 20: Estimated value of mobile phone voice and data revenue, RoI, 2004-14
                                                                              • Figure 21: Estimated value of mobile phone voice and data revenue, NI, 2004-14
                                                                            • Connection numbers holding steady so far
                                                                              • Figure 22: Number of mobile phone connections, RoI and NI, 2004-10
                                                                            • Key points
                                                                              • Sales suffer in the recession but innate strengths mean a quick recovery is likely
                                                                                • Figure 23: Estimated market size for laptops, IoI, RoI and NI, 2004-14
                                                                            • Market Value and Forecast – Sat-navs

                                                                              • Key points
                                                                                • A bumpy road ahead for sat-navs
                                                                                  • Figure 24: Estimated retail sales of sat-navs, IoI, RoI and NI, 2004-14
                                                                              • Market Value and Forecast – Portable Games Consoles

                                                                                • Key points
                                                                                  • Opportunity for growth in the gaming market
                                                                                    • Figure 25: Estimated retail sales of portable games consoles, IoI, RoI and NI, 2004-14
                                                                                  • Female gamers now significant market segment
                                                                                  • Market Size and Forecast – Portable Media Players

                                                                                    • Key points
                                                                                      • Sales of PMPs to decline
                                                                                        • Figure 26: Estimated retail sales of portable media players, IoI, RoI and, NI, 2004-14
                                                                                      • MP3 players and iPods cannot compete
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Apple a threat to all
                                                                                            • Competitors to the iPad making an appearance
                                                                                              • Jumping on the health bandwagon
                                                                                                • Google entering the music fray
                                                                                                  • Mobile technology invading the non-mobile space
                                                                                                    • Nintendo banks on 3D
                                                                                                      • Sat-nav manufacturers fighting back
                                                                                                      • Companies and Products

                                                                                                        • Key points
                                                                                                          • Figure 27: Mobile phone operators, MVNOs and retailers of mobile technology equipment, Ireland, 2010
                                                                                                        • Mobile phone operators
                                                                                                          • Market share varies in NI and RoI markets
                                                                                                            • Figure 28: Market share of mobile phone operators and MVNOs (voice and data), NI, 2010
                                                                                                            • Figure 29: Market share of mobile phone operators (voice and data), RoI, 2010
                                                                                                          • Mobile phone operators with nationwide presence
                                                                                                            • 3
                                                                                                              • O2
                                                                                                                • Vodafone
                                                                                                                  • RoI phone operators
                                                                                                                    • Meteor Mobile Communications
                                                                                                                      • Eircom Mobile
                                                                                                                        • NI mobile phone operators
                                                                                                                          • Orange
                                                                                                                            • T-Mobile
                                                                                                                              • MVNOs
                                                                                                                                • Tesco Mobile
                                                                                                                                  • Virgin Mobile (Virgin Media)
                                                                                                                                    • An Post
                                                                                                                                      • Mobile technology retailers
                                                                                                                                        • Xtravision
                                                                                                                                          • Carphone Warehouse
                                                                                                                                            • DSG International (Pixmania, Dixons, Currys and PC World)
                                                                                                                                              • Harvey Norman Trading (Ireland) Ltd
                                                                                                                                                • Power City Ltd
                                                                                                                                                  • Richer Sounds Ireland
                                                                                                                                                    • DID Electrical
                                                                                                                                                      • Dell
                                                                                                                                                        • Sat-nav retailers
                                                                                                                                                          • Halfords
                                                                                                                                                            • Other sat-nav retailers
                                                                                                                                                            • The Consumer – Ownership

                                                                                                                                                              • Key points
                                                                                                                                                                • Take-up of mobile technology is strong overall
                                                                                                                                                                  • Standard mobile still has highest uptake levels
                                                                                                                                                                    • Figure 30: Personal use of selected mobile technology devices, NI and RoI, April 2010
                                                                                                                                                                  • Mobile technology usage largely higher in RoI than in NI
                                                                                                                                                                    • Smartphones and mobile broadband have some way to go in the popularity stakes
                                                                                                                                                                      • Pay as you go – the best option for the majority
                                                                                                                                                                        • Social grouping can influence usage levels
                                                                                                                                                                          • Mobile technology a little more popular with men
                                                                                                                                                                            • In RoI, men dominate the market...
                                                                                                                                                                              • Figure 31: Personal use of selected types of mobile technology devices, by gender, RoI, April 2010
                                                                                                                                                                            • ...but there’s more of a mix in NI
                                                                                                                                                                              • Figure 32: Personal use of selected mobile technology devices, by gender, NI, April 2010
                                                                                                                                                                              • Figure 33: Usage of mobile technologies, by age groupings, NI and RoI, 2009
                                                                                                                                                                          • The Consumer – Use of Mobile Technology

                                                                                                                                                                            • Key points
                                                                                                                                                                              • ‘Call’ feature the mainstay for mobile phones
                                                                                                                                                                                • Figure 34: Functions respondents use, by type of mobile technology, RoI, April 2010
                                                                                                                                                                                • Figure 35: Functions respondents use, by type of mobile technology, NI, April 2010
                                                                                                                                                                              • Power and broad functionality of laptops a key feature for consumers
                                                                                                                                                                                • NI consumers not using operator websites for texting
                                                                                                                                                                                  • Different age groups use mobile technologies for different purposes
                                                                                                                                                                                    • The less affluent may stick with single-function devices
                                                                                                                                                                                      • Consumers also rely on laptops for non-leisure activities
                                                                                                                                                                                          • Figure 36: Usage of laptops, NI and RoI, 2009
                                                                                                                                                                                      • The Consumer – Attitudes towards Mobile Technology

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Poor network coverage most frustrating factor
                                                                                                                                                                                            • Figure 37: Factors respondents find frustrating about mobile technology, NI and RoI, April 2010
                                                                                                                                                                                            • Figure 38: Poor network coverage, by geographic location, NI and RoI, 2009
                                                                                                                                                                                          • I just want to be left alone
                                                                                                                                                                                            • Affordability issues high on the frustration agenda
                                                                                                                                                                                              • Age an important contributing factor to several issues
                                                                                                                                                                                                • ‘Omnipresence’ a larger problem for older consumers
                                                                                                                                                                                                  • Figure 39: Agreement with ‘being contactable 27/4’ as a frustrating factor of mobile technology, by age group. NI and RoI, April 2010
                                                                                                                                                                                                • Affordability a bigger issue for younger people
                                                                                                                                                                                                  • What consumers find least frustrating
                                                                                                                                                                                                  • Consumer Target Groups

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • RoI target groups
                                                                                                                                                                                                        • Figure 40: Consumer target groups, RoI, April 2010
                                                                                                                                                                                                      • Just-Do-Its
                                                                                                                                                                                                        • Mobile Reliants
                                                                                                                                                                                                          • Practicals
                                                                                                                                                                                                            • Wanna Haves
                                                                                                                                                                                                              • NI target groups
                                                                                                                                                                                                                • Figure 41: Consumer target groups, NI, July 2010
                                                                                                                                                                                                              • In-touchables
                                                                                                                                                                                                                • Reluctant Users
                                                                                                                                                                                                                  • Cash-Strapped and Sidelined
                                                                                                                                                                                                                    • Communication Slaves
                                                                                                                                                                                                                    • Appendix – Market Value and Forecast – Mobile Phones

                                                                                                                                                                                                                        • Figure 42: Estimated mobile phone voice and data revenue, IoI, RoI and NI, 2004-14
                                                                                                                                                                                                                    • Appendix – The Consumer – Ownership

                                                                                                                                                                                                                        • Figure 43: Portable technology respondents use out of the home, NI, April 2010
                                                                                                                                                                                                                        • Figure 44: Portable technology respondents use out of the home, NI, April 2010
                                                                                                                                                                                                                        • Figure 45: Portable technology respondents use out of the home, RoI, April 2010
                                                                                                                                                                                                                        • Figure 46: Portable technology respondents use out of the home, RoI, April 2010
                                                                                                                                                                                                                        • Figure 47: Use of pay-as-you-go standard mobile phone outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 48: Use of contract standard mobile phone outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 49: Use of pay-as-you-go smartphone outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 50: Use of contract smartphone outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 51: Use of hands-free kit outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 52: Use of portable media player outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 53: Use of portable MP3 player outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 54: Use of laptop outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 55: Use of netbook outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 56: Use of dongle for internet access outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 57: Use of sat-nav outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 58: Use of portable games console outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 59: Use of other mobile device outside the home, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                    • Appendix – The Consumer – Use of Mobile Technology

                                                                                                                                                                                                                        • Figure 60: Mobile devices that respondents use to make calls, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 61: Mobile devices that respondents use to text, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 62: Mobile devices that respondents use to store/browse photos, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 63: Mobile devices that respondents use to listen to music, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 64: Mobile devices that respondents use to access media content, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 65: Mobile devices that respondents use to do online social networking, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 66: Mobile devices that respondents use to find information/browse, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 67: Mobile devices that respondents use to shop online, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 68: Mobile devices that respondents use to email, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 69: Mobile devices that respondents use to use applications (apps), by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 70: Mobile devices that respondents use to play games, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 71: Mobile devices that respondents use to use personal organiser/calendar/alarm, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 72: Mobile devices that respondents use to access online banking/financial services, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 73: Mobile devices that respondents use to access work-related content, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 74: Mobile devices that respondents use to carry out other functions, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 75: Use of pay-as-you-go standard mobile phone outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 76: Use of contract standard mobile phone outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 77: Use of pay-as-you-go smartphone outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 78: Use of contract smartphone outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 79: Use of hands-free kit outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 80: Use of portable media player outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 81: Use of portable MP3 player outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 82: Use of laptop outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 83: Use of netbook outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 84: Use of dongle for internet access outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 85: Use of sat-nav outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 86: Use of portable games console outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 87: Use of other mobile device outside the home, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 88: Mobile devices that respondents use to make calls, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 89: Mobile devices that respondents use to text, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 90: Mobile devices that respondents use to store/browse photos, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 91: Mobile devices that respondents use to listen to music, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 92: Mobile devices that respondents use to access media content, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 93: Mobile devices that respondents use to do online social networking, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 94: Mobile devices that respondents use to find information/browse, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 95: Mobile devices that respondents use to shop online, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 96: Mobile devices that respondents use to email, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 97: Mobile devices that respondents use to use applications (apps), by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 98: Mobile devices that respondents use to play games, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 99: Mobile devices that respondents use to access personal organiser/calendar/alarm, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 100: Mobile devices that respondents use to access online banking/financial services, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 101: Mobile devices that respondents use to access work-related content, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 102: Mobile devices that respondents use for other purposes, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Mobile Technology

                                                                                                                                                                                                                        • Figure 103: Aspects of mobile technology that frustrate respondents, RoI and NI, April 2010
                                                                                                                                                                                                                        • Figure 104: Aspects of mobile technology that respondents find frustrating, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 105: Aspects of mobile technology that respondents find frustrating, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 106: Aspects of mobile technology that respondents find frustrating, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                        • Figure 107: Aspects of mobile technology that respondents find frustrating, by demographic breakdown, NI, April 2010
                                                                                                                                                                                                                    • Appendix – Consumer Target Groups

                                                                                                                                                                                                                        • Figure 108: Consumer target groups, by agreement with aspects of mobile technology they find frustrating, RoI, April 2010
                                                                                                                                                                                                                        • Figure 109: Consumer target groups, by demographic breakdown, RoI, April 2010
                                                                                                                                                                                                                        • Figure 110: Consumer target groups, by agreement with aspects of mobile technology they find frustrating, NI, April 2010
                                                                                                                                                                                                                        • Figure 111: Consumer target groups, by demographic breakdown, NI, April 2010

                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                    Are Irish Consumers Embracing Mobile Technology? - Ireland - October 2010

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