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Mobile and Broadband Providers - Ireland - June 2016

“Boosting download speeds will be a key priority for broadband providers in the coming years as consumer demand for more reliable streaming and quicker downloads increases. Looking ahead, this will take on a greater level of importance as the ‘Internet of Things’ begins to reach the market and superfast broadband becomes the new standard internet connection as more devices access the internet within Irish households.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • What type of internet connection do Irish consumers have at home?
  • What type of mobile connection do Irish consumers have?
  • Which services are most likely to encourage Irish consumers to switch their mobile network provider?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in the report
      • Executive Summary

          • The market
            • Forecast
              • Figure 1: Total number of mobile phone subscribers, IoI, NI and RoI, 2011-21
            • Market factors
              • Broadband generates the highest level of complaints
                • Internet availability continues to improve in Ireland
                  • Broadband speeds and data usage see strong growth
                    • High device ownership presents challenges
                      • Pay monthly services increasingly popular in RoI
                        • Companies, brands and innovations
                          • The consumer
                            • Landline services widely owned across Ireland
                              • Figure 2: Consumers that have a landline service at home, NI and RoI, April 2016
                            • Consumers buying internet services from landline provider
                              • Figure 3: Services that consumers receive from their landline supplier (other than line rental/phone service), NI and RoI, April 2016
                            • Most Irish consumers do not buy a bundle from a single provider
                              • Figure 4: Services that consumers receive from their landline supplier (other than line rental/phone service), NI and RoI, April 2016
                            • Irish consumers going superfast
                              • Figure 5: Type of internet connection Irish consumers have in their home, NI and RoI, April 2016
                            • BT the broadband provider of choice in NI
                              • Figure 6: Broadband providers used by consumers for their home connection, NI, April 2016
                            • eir and Virgin Media the main broadband providers in RoI
                              • Figure 7: Broadband providers used by consumers for their home connection, RoI, April 2016
                            • O2 the dominant mobile network in NI
                              • Figure 8: Mobile network providers used by consumers for their main mobile phone, NI, April 2016
                            • Vodafone the preferred mobile network in RoI
                              • Figure 9: Mobile network providers used by consumers for their main mobile phone, RoI, April 2016
                            • NI consumers paying as they go; contracts popular in RoI
                              • Figure 10: Connection type, NI and RoI, April 2016
                            • Irish consumers would switch provider for more free data
                              • Figure 11: Factors that would influence if a consumer decided to switch their mobile network provider, NI and RoI, April 2016
                            • What we think
                            • Issues and Insights

                              • What type of internet connection do Irish consumers have at home?
                                • The facts
                                  • The implications
                                    • What type of mobile connection do Irish consumers have?
                                      • The facts
                                        • The implications
                                          • Which services are most likely to encourage Irish consumers to switch their mobile network provider?
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Communications market declines in 2015
                                                  • Broadband provision generates most complaints
                                                    • Ownership of multiple devices prevalent across Ireland
                                                      • Post-paid popular among consumers
                                                      • Market Size and Forecast

                                                          • Value of mobile and broadband market in RoI falls in 2015
                                                            • Figure 12: Total value of the communications market, RoI, 2011-21*
                                                          • Broadcasting revenues driving market decline
                                                            • Figure 13: Annualised fixed, mobile and broadcasting retail revenues, RoI, 2011-15*
                                                          • Voice communication making a comeback
                                                            • Figure 14: Annualised mobile retail revenues, RoI, 2011-15*
                                                            • Figure 15: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, NI and RoI, 2014-15
                                                          • Mobile impacting fixed voice revenues
                                                            • Figure 16: Fixed line retail revenues, RoI, 2011-15
                                                            • Figure 17: Total voice traffic, RoI, 2011-15
                                                          • Fixed line subscriptions to fall in 2016
                                                            • Figure 18: Total number of fixed line subscribers, IoI, NI and RoI, 2011-21
                                                          • 2016 will see marginal growth in mobile phone subscriptions
                                                            • Figure 19: Total number of mobile phone subscribers, IoI, NI and RoI, 2011-21
                                                          • Broadband subscribers increase as rural regions come online
                                                            • Figure 20: Total number of broadband subscribers, IoI, NI and RoI, 2011-21
                                                          • Speed impacts broadband subscriptions
                                                            • Figure 21: Total number of active internet subscriptions, RoI, 2014-15
                                                        • Market Drivers

                                                          • Broadband the main area of complaint for UK consumers
                                                            • Figure 22: Relative volume of telecoms complaints per sector per 100,000 customers/connections, UK (including NI), 2012-15
                                                          • Premium rate services and billing the main issues for RoI consumers
                                                            • Figure 23: Queries and complaints about fixed and mobile phones, premium rate and internet services, RoI, January-March 2016
                                                          • Internet penetration levels grow in Ireland
                                                            • Figure 24: Internet take-up, NI, 2010-15
                                                            • Figure 25: Household broadband penetration (fixed and mobile), RoI, 2010-15
                                                          • Broadband speed continues to rise
                                                            • Figure 26: Average broadband speeds, UK and NI, 2011-15
                                                          • Mobile data usage grows
                                                            • Figure 27: Average monthly data usage, UK (including NI), 2014-15
                                                            • Figure 28: Mobile data usage, RoI, 2013 and 2015
                                                          • High smartphone ownership presents challenges to mobile operators
                                                            • Figure 29: Ownership of or access to mobile technology devices, NI and RoI, May 2015-April 2016
                                                          • Contract subscriptions continue to grow
                                                            • Figure 30: Mobile subscriptions, by pre-pay and post-pay, RoI, 2011-15
                                                        • Companies and Brands – What You Need to Know

                                                          • Eir Mobile, Meteor offer unlimited social media data
                                                            • Three offers free 4G data for life
                                                              • TalkTalk scraps line rental charges
                                                                • BT launches new Smart Hub – The UK’s most powerful Wi-Fi
                                                                • Who’s Innovating?

                                                                    • e-SIMs extend to mobile technology
                                                                      • Three introduces ad blocking
                                                                        • Eir rolls out Gigabit broadband to rural communities
                                                                        • Competitive Strategies – Key Players

                                                                            • BT Group (BT, EE, Openreach)
                                                                              • BT (British Telecom)
                                                                                • Key facts
                                                                                  • Products and services
                                                                                    • Recent developments
                                                                                      • EE (Everything Everywhere)
                                                                                        • Key facts
                                                                                          • Products and services
                                                                                            • Recent developments
                                                                                              • Openreach
                                                                                                • Key facts
                                                                                                  • eir Group (eir, Meteor)
                                                                                                    • eir
                                                                                                      • Key facts
                                                                                                        • Products and services
                                                                                                          • Recent developments
                                                                                                            • Meteor
                                                                                                              • Key facts
                                                                                                                • Products and services
                                                                                                                  • Recent developments
                                                                                                                    • Hutchison Whampoa
                                                                                                                      • Three Ireland
                                                                                                                        • Key facts
                                                                                                                          • Products and services
                                                                                                                            • Recent developments
                                                                                                                              • Liberty Global (Virgin Media UK and Ireland)
                                                                                                                                • Virgin Media
                                                                                                                                  • Key facts
                                                                                                                                    • Products and services
                                                                                                                                      • Recent developments
                                                                                                                                        • Sky (UK and Ireland)
                                                                                                                                          • Key facts
                                                                                                                                            • Products and services
                                                                                                                                              • Recent developments
                                                                                                                                                • TalkTalk
                                                                                                                                                  • Key facts
                                                                                                                                                    • Products and services
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Telefonica (O2 UK)
                                                                                                                                                          • Key facts
                                                                                                                                                            • Products and services
                                                                                                                                                              • Recent developments
                                                                                                                                                                • Tesco Mobile
                                                                                                                                                                  • Key facts
                                                                                                                                                                    • Products and services
                                                                                                                                                                      • Recent developments
                                                                                                                                                                        • Vodafone Group (UK and Ireland)
                                                                                                                                                                          • Key facts
                                                                                                                                                                            • Products and services
                                                                                                                                                                              • Recent developments
                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                • Most consumers still have a landline connection
                                                                                                                                                                                  • Superfast connections popular among Irish consumers
                                                                                                                                                                                    • Type of mobile network an important consideration for Irish consumers
                                                                                                                                                                                      • Switching providers influenced by data allowances
                                                                                                                                                                                      • The Consumer – Landline Services

                                                                                                                                                                                          • Majority of consumers have a landline at home
                                                                                                                                                                                            • Figure 31: Consumers that have a landline service at home, NI and RoI, April 2016
                                                                                                                                                                                            • Figure 32: Consumers that have a landline service at home, by gender, NI and RoI, April 2016
                                                                                                                                                                                          • Internet the top service bought from landline providers
                                                                                                                                                                                            • Figure 33: Services that consumers receive from their landline supplier (other than line rental/ phone service), NI and RoI, April 2016
                                                                                                                                                                                          • Majority of Irish consumers receive internet from landline provider
                                                                                                                                                                                            • Figure 34: Consumers receiving TV subscriptions from their landline provider, by age, NI and RoI, April 2016
                                                                                                                                                                                          • TV subscriptions appeal to Irish parents
                                                                                                                                                                                            • Figure 35: Consumers receiving TV subscriptions from their landline provider, by presence of children in the household, NI and RoI, April 2016
                                                                                                                                                                                        • The Consumer – Types of Bundles Used

                                                                                                                                                                                            • Six in 10 Irish consumers do not buy a bundle from a single provider
                                                                                                                                                                                              • Figure 36: Services that consumers receive from their landline supplier (other than line rental/phone service), NI and RoI, April 2016
                                                                                                                                                                                            • Rural consumers most likely to not buy bundles from a single provider
                                                                                                                                                                                              • Figure 37: Services that consumers receive from their landline supplier (other than line rental/phone service), NI and RoI, April 2016
                                                                                                                                                                                          • The Consumer – Type of Internet Connection

                                                                                                                                                                                              • Irish consumers going superfast
                                                                                                                                                                                                • Figure 38: Type of internet connection Irish consumers have in their home, NI and RoI, April 2016
                                                                                                                                                                                              • Rural consumers access regular speeds while city dwellers go superfast
                                                                                                                                                                                                • Figure 39: Type of internet connection that Irish consumers have in their home, by location, NI and RoI, April 2016
                                                                                                                                                                                            • The Consumer – Broadband Providers Used

                                                                                                                                                                                                • BT the leading broadband provider in NI
                                                                                                                                                                                                  • Figure 40: Broadband providers used by consumers for their home connection, NI, April 2016
                                                                                                                                                                                                • BT broadband popular among Boomers while younger consumers choosing Sky
                                                                                                                                                                                                  • Figure 41: Consumers using BT and Sky broadband services for their home connection, by age, NI, April 2016
                                                                                                                                                                                                • eir and Virgin Media the most popular providers in RoI
                                                                                                                                                                                                  • Figure 42: Broadband providers used by consumers for their home connection, RoI, April 2016
                                                                                                                                                                                                • eir appeals to Boomers while Virgin Media popular among 25-34s in RoI
                                                                                                                                                                                                  • Figure 43: Consumers using eir and Virgin Media broadband services for their home connection, by age, RoI, April 2016
                                                                                                                                                                                              • The Consumer – Mobile Network Providers Used

                                                                                                                                                                                                  • O2 the dominant mobile network in NI
                                                                                                                                                                                                    • Figure 44: Mobile network providers used by consumers for their main mobile phone, NI and RoI, April 2016
                                                                                                                                                                                                  • O2 has broad appeal to NI consumers
                                                                                                                                                                                                      • Figure 45: Consumers using O2 as the mobile network provider for their main mobile phone, NI, April 2016
                                                                                                                                                                                                    • Vodafone leads the RoI mobile market
                                                                                                                                                                                                      • Figure 46: Mobile network providers used by consumers for their main mobile phone, RoI, April 2016
                                                                                                                                                                                                    • Gen Xers show preference for Vodafone and Three
                                                                                                                                                                                                      • Figure 47: Consumers using Vodafone, Three or Meteor as the mobile network provider for their main mobile phone, by age and social class, RoI, April 2016
                                                                                                                                                                                                  • The Consumer – Type of Mobile Network Connection

                                                                                                                                                                                                      • Contracts appeal to NI consumers, pay-as-you-go dominates in RoI
                                                                                                                                                                                                        • Figure 48: Connection type, NI and RoI, April 2016
                                                                                                                                                                                                      • Contracts appeal to full-time workers
                                                                                                                                                                                                        • Figure 49: Consumers that have a contract with their phone, by work status, NI and RoI, April 2016
                                                                                                                                                                                                      • Over-55s favouring pay-as-you-go phones
                                                                                                                                                                                                        • Figure 50: Consumers that use pay-as-you-go services with their phone, by age, NI and RoI, April 2016
                                                                                                                                                                                                    • The Consumer – Incentives to Switch Mobile Network Provider

                                                                                                                                                                                                        • More free data the main motivator to switch
                                                                                                                                                                                                          • Figure 51: Factors that would influence if a consumer decided to switch their mobile network provider, NI and RoI, April 2016
                                                                                                                                                                                                        • More free data appeals to Irish Millennials
                                                                                                                                                                                                          • Figure 52: Factors that would influence if a consumer decided to switch their mobile network provider, by age, NI and RoI, April 2016
                                                                                                                                                                                                        • Better handsets and upgrades would attract affluent consumers
                                                                                                                                                                                                          • Figure 53: Consumers that would be encouraged to switch mobile network provider for a better handset/upgrade, by social class, NI and RoI, April 2016
                                                                                                                                                                                                        • Free minutes and texts most likely to sway RoI consumers
                                                                                                                                                                                                          • Figure 54: Consumers that would be encouraged to switch mobile network provider for more free minutes, by age, NI and RoI, April 2016
                                                                                                                                                                                                        • Free texts appeal to RoI students
                                                                                                                                                                                                          • Figure 55: Consumers that would be encouraged to switch mobile network provider for more free texts, by age, NI and RoI, April 2016
                                                                                                                                                                                                        • Rural consumers most likely to switch for better network coverage
                                                                                                                                                                                                          • Figure 56: Consumers that would be encouraged to switch mobile network provider for a more reliable connection/coverage, by location, RoI, April 2016
                                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                        • Data sources
                                                                                                                                                                                                          • Generational cohort definitions
                                                                                                                                                                                                            • Market size rationale
                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                              • Appendix – The Consumer

                                                                                                                                                                                                                • NI Toluna data
                                                                                                                                                                                                                  • Figure 57: If consumers have a landline phone service in their home, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 58: Services that consumers receive from their landline supplier (other than line rental/ phone service), by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 59: Services that consumers receive from their landline supplier (other than line rental/phone service), by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 60: Type of internet connection consumers have in their home, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 61: Broadband providers used by consumers for their home connection, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 62: Broadband providers used by consumers for their home connection, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 63: Mobile network providers used by consumers for their main mobile phone, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 64: Mobile network providers used by consumers for their main mobile phone, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 65: If consumers use a contact or pay-as-you-go mobile phone service, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 66: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, NI, April 2016
                                                                                                                                                                                                                  • Figure 67: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 68: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                • RoI Toluna data
                                                                                                                                                                                                                  • Figure 69: If consumers have a landline phone service in their home, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 70: Services that consumers receive from their landline supplier (other than line rental/ phone service), by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 71: Services that consumers receive from their landline supplier (other than line rental/ phone service), by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 72: Type of internet connection consumers have in their home, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 73: Broadband providers used by consumers for their home connection, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 74: Broadband providers used by consumers for their home connection, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 75: Broadband providers used by consumers for their home connection, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 76: Mobile network providers used by consumers for their main mobile phone, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 77: Mobile network providers used by consumers for their main mobile phone, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 78: If consumers use a contact or pay-as-you-go mobile phone service, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 79: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, RoI, April 2016
                                                                                                                                                                                                                  • Figure 80: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                  • Figure 81: Factors that would influence if a consumer decided to switch their mobile network provider, by demographics, RoI, April 2016 (continued)

                                                                                                                                                                                                              Companies Covered

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

                                                                                                                                                                                                              Mobile and Broadband Providers - Ireland - June 2016

                                                                                                                                                                                                              £1,095.00 (Excl.Tax)