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Telecommunications - Ireland - August 2012

As the standard mobile phone market begins to decline in usage, the smartphone industry is expanding strongly in terms of handset usage and data usage.

With Irish consumers still preferring to access the internet at home via a laptop or desktop, it is helping to maintain high usage of fixed phone lines. A key challenge for the telecoms industry moving forward will be meeting the strong demand for faster downloads among Irish consumers.

Some key themes in the report include:

  • Evolution of the market – How has the way in which Irish consumers use telecoms changed between 2007 and 2011? What are the future implications of strong smartphone and broadband usage likely to mean for the market?
  • The role that the internet plays in the telecommunications market – How does internet usage compare with call usage? Does the traditional home telephone still have a role to play in the lives of an increasingly internet-savvy consumer?
  • Prepay vs contract – In the mobile phone sector which payment method is preferred by Irish consumers, and how has opinion on contracts changed?
  • Electronic device ownership driving usage of telecoms – How will telecoms usage change based on the devices that Irish consumers own?
  • Consumer attitudes towards telecoms devices – Does price dictate which device consumers use for communication, convenience or is it something else entirely?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Consumer data
            • Market size section
              • Abbreviations
              • Future Opportunities

                • 2015 Old Gold
                  • Life Hacking
                    • Switch Off
                    • Market in Brief

                      • Irish consumers show less uptake of mobile phone contracts than UK consumers
                        • Mobile phone subscriptions growing year on year, but revenues fall
                          • Broadband usage increases as infrastructure improves
                            • Fixed line usage declines
                              • High reliance on mobile phones
                              • Internal Market Environment

                                • Key points
                                  • Contracts less popular across Ireland than in the UK
                                    • Figure 1: Take-up of prepaid and contract mobile subscriptions, NI, RoI and GB, 2012
                                    • Figure 2: Type of mobile phone contract used, NI and RoI, 2007-11
                                  • Why are consumers turning to monthly contracts?
                                    • Figure 3: Agreement with selected statements relating to how the economic downturn has affected consumers’ lives, NI and RoI, September 2012
                                  • Which? complains about hidden charges
                                    • Irish broadband usage improving
                                      • Figure 4: Consumers with a broadband connection at home, NI and RoI, 2006-11
                                    • NI consumers favour bundling
                                      • Two thirds of Irish households have internet connectivity
                                        • Figure 5: Households with an internet connection at home, RoI and UK, 2011
                                      • Mobile internet access on the increase
                                        • Figure 6: How consumers access the internet, NI and RoI, 2009 and 2012
                                      • NI top for broadband, and super-fast rollout continues
                                        • Wider access and faster speeds
                                          • RoI broadband connectivity improving
                                            • 4G networks to go live in 2013 for NI
                                              • Not fast enough?
                                                • RoI lagging behind in 4G rollout
                                                  • Strong future demand for tech items points to strong telecoms demand
                                                    • Figure 7: Selected products consumers intend to buy or upgrade in the next 12 months, NI and RoI, July 2012
                                                • Broader Market Environment

                                                  • Key points
                                                    • Brighter economic times for RoI, grim times for NI
                                                      • Figure 8: Economic outlook, NI and RoI, 2010-13
                                                    • Consumer expenditure still declining
                                                      • Figure 9: Selected factors that concern Irish consumers, RoI and NI, September 2012
                                                    • Unemployment rate stabilising in RoI, grows in NI
                                                      • Figure 10: Seasonally adjusted unemployment rate, NI and RoI, 2009-12
                                                    • Young are the most tech-savvy, but most likely to be unemployed
                                                        • Figure 11: Agreement with the statement ‘I always want the latest gadget’, by age, NI and RoI, July 2012
                                                      • RoI average weekly earnings down just 2% since 2008
                                                        • Figure 12: Average earnings per week, NI and RoI, 2009-12
                                                      • More people living alone points to increased demand for fixed lines
                                                        • Figure 13: Percentage of all NI households comprising one or two persons, 2010-33 (est)
                                                        • Figure 14: Household size, RoI, 1996 and 2006
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Market Size and Segmentation

                                                          • Key points
                                                            • RoI telecoms revenues decline due to recession
                                                              • Figure 15: Value of the electronic communications market, RoI, 2007-11
                                                            • Mobile phone subscriptions outweigh population in RoI
                                                              • Figure 16: Total number of mobile phone subscribers, IoI, NI and RoI, 2007-17*
                                                            • Mobile phone revenue falling year on year in RoI
                                                              • Figure 17: Total mobile retail revenues, RoI, 2007-12*
                                                            • Less spent on calls and texts, but more on data
                                                              • Figure 18: Mobile retail revenues, by spending type, RoI, 2007-12*
                                                            • O2 reigns supreme in Ireland
                                                              • Figure 19: Mobile market share, by operator (based on total subscriptions excluding mobile broadband), RoI, 2012
                                                            • Changes in how consumers use mobile phones
                                                              • Fixed line subscriptions on the wane
                                                                • Figure 20: Total number of fixed line subscribers, IoI, NI and RoI, 2007-17
                                                                • Figure 21: Indexed total number of fixed line subscribers and mobile phone subscribers, IoI, 2007-17
                                                              • Fewer calls from fixed lines
                                                                • Broadband subscribers continue to increase
                                                                  • Figure 22: Total number of broadband subscribers, IoI, NI and RoI, 2007-17
                                                                • Home broadband accounts for the majority of the market
                                                                  • Figure 23: Home broadband subscribers vs mobile broadband subscribers, NI, 2012
                                                                  • Figure 24: Total number of active internet subscriptions, RoI, 2012
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Could 3D phones appeal to technophiles?
                                                                    • Translink offering free Wi-Fi to customers
                                                                      • Pingit allows smartphone money transfers
                                                                        • TalkTalk offering money-saving deal to UK and NI consumers
                                                                        • Companies and Products

                                                                            • Mobile network providers
                                                                              • Three
                                                                                • Everything Everywhere
                                                                                  • GiffGaff
                                                                                    • O2
                                                                                      • Meteor
                                                                                        • Vodafone
                                                                                          • Tesco Mobile
                                                                                            • Virgin Mobile/Virgin Media
                                                                                              • Fixed line and broadband providers
                                                                                                • British Telecom (BT)
                                                                                                  • TalkTalk
                                                                                                    • British Sky Broadcasting (BSkyB)
                                                                                                      • UTV (Ulster Television)
                                                                                                        • Eircom
                                                                                                          • UPC
                                                                                                          • The Consumer – Ownership of Telecoms Devices

                                                                                                            • Key points
                                                                                                              • Fixed telephone line most commonly owned telecoms service
                                                                                                                • Figure 25: Types of telephone service used by consumers (or household bill payers), NI and RoI, July 2012
                                                                                                              • Fixed line ownership higher among older consumers
                                                                                                                  • Figure 26: Consumers (or household bill payers) who currently use fixed telephone lines, by gender and age, NI and RoI, July 2012
                                                                                                                • High weekly usage of fixed line
                                                                                                                    • Figure 27: Frequency of usage of fixed telephone line, NI and RoI, July 2012
                                                                                                                  • RoI consumers show strong usage of PAYG mobile phones
                                                                                                                      • Figure 28: Consumers (or household bill payers) who currently use pay-as-you-go standard mobile phones, by age and socio-economic group, NI and RoI, July 2012
                                                                                                                    • Strong daily usage of PAYG standard phones
                                                                                                                        • Figure 29: Frequency of usage of PAYG standard mobile phones, NI and RoI, July 2012
                                                                                                                      • One in five have a contract with a standard mobile phone
                                                                                                                        • Figure 30: Consumers (or household bill payers) who currently use monthly contract standard mobile phones vs. monthly contract smartphones, NI and RoI, July 2012
                                                                                                                      • Mature consumers more likely to use standard phone contracts
                                                                                                                        • Figure 31: Consumers (or household bill payers) who currently use a monthly contract standard mobile, by age, NI and RoI, July 2012
                                                                                                                      • Low use of smartphones with PAYG contracts
                                                                                                                        • Figure 32: Consumers (or household bill payers) who currently use pay-as-you-go smartphones, by age, NI and RoI, July 2012
                                                                                                                      • Better internet access offered by smartphones
                                                                                                                        • Figure 33: Consumers (or household bill payers) who currently use pay-as-you-go smartphones, by daily internet usage, NI and RoI, July 2012
                                                                                                                      • NI consumers show higher daily usage of smartphones compared to standard phones
                                                                                                                        • Figure 34: Frequency of usage of pay-as-you-go smartphones vs standard mobile phones, NI and RoI, July 2012
                                                                                                                      • Contract smartphones favoured by middle-aged
                                                                                                                        • Figure 35: Consumers (or household bill payers) who currently use monthly contract smartphones, by age, NI and RoI, July 2012
                                                                                                                      • Smartphone contract holders use phones more frequently
                                                                                                                        • Figure 36: Frequency of use of telephone service used by consumers (or household bill payers), NI and RoI, July 2012
                                                                                                                      • Average mobile phone user spends €15-29
                                                                                                                        • Figure 37: Average monthly spending on mobile phone contract, NI and RoI, 2011
                                                                                                                      • NI consumers make more frequent use of internet telecoms than RoI consumers
                                                                                                                          • Figure 38: Frequency of use of internet telephony service used by consumers (or household bill payers), NI and RoI, July 2012
                                                                                                                      • The Consumer – Attitudes Towards Telecoms

                                                                                                                        • Key points
                                                                                                                          • Mobile phones seen as an essential part of life
                                                                                                                            • Figure 39: Agreement with statements relating to Telecoms, NI and RoI, July 2012
                                                                                                                          • Mobile phones essential for life
                                                                                                                              • Figure 40: Agreement with the statement ‘My mobile phone is an essential part of my life’, by gender and age, NI and RoI, July 2012
                                                                                                                            • Could the Irish be suffering from ‘nomophobia’?
                                                                                                                              • Essentialness of phone driving need to upgrade
                                                                                                                                  • Figure 41: Agreement with the statement ‘I’m planning on upgrading my mobile phone in the next 12 months’, by working status, NI and RoI, July 2012
                                                                                                                                • RoI consumers less inclined to care about other phone functions
                                                                                                                                    • Figure 42: Agreement with the statement ‘As long as it can make calls and texts, I don't care about other features or functions’, by age, NI and RoI, July 2012
                                                                                                                                    • Figure 43: Agreement with the statement ‘A wide range of functions and apps on a mobile phone is important’, by age, NI and RoI, July 2012
                                                                                                                                  • Emigration trend could prove troublesome for networks and smartphone uptake
                                                                                                                                    • NI consumers more likely to want functions on their phones
                                                                                                                                      • Over a third say they could function without a landline…if it wasn’t for the internet
                                                                                                                                          • Figure 44: Agreement with statements relating to landlines and the internet, NI and RoI, July 2012
                                                                                                                                        • Mobile broadband failing to capitalise on desire to be free from landlines
                                                                                                                                          • Figure 45: Consumers who use mobile broadband services vs. home broadband services, NI and RoI, 2011
                                                                                                                                        • Over a third see landline calls as better quality
                                                                                                                                          • Figure 46: Agreement with the statement ‘Landline phones have a better-quality connection than mobile phones’, by gender and age, NI and RoI, July 2012
                                                                                                                                        • More would use landline if it were cheaper
                                                                                                                                        • Consumer Typologies

                                                                                                                                          • NI target groups
                                                                                                                                            • Figure 47: Consumer typologies, NI, July 2012
                                                                                                                                          • Pay-and-goers
                                                                                                                                            • Characteristics
                                                                                                                                              • Demographic pattern
                                                                                                                                                • Understanding Pay-and-goers
                                                                                                                                                  • Super-connected
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Demographic pattern
                                                                                                                                                        • Understanding the Super-connected
                                                                                                                                                          • Quality Chatters
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Demographic pattern
                                                                                                                                                                • Understanding the Quality Chatters
                                                                                                                                                                  • Traditional Callers
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                        • Understanding the Traditional
                                                                                                                                                                          • RoI target groups
                                                                                                                                                                            • Figure 48: Consumer typologies, RoI, July 2012
                                                                                                                                                                          • Nomophobia Sufferers
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                • Understanding the Nomophobia Sufferers
                                                                                                                                                                                  • Fixed-line Avoiders
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                        • Understanding the Fixed-line Avoiders
                                                                                                                                                                                          • Fixed-line Enthusiasts
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                • Understanding the Fixed-line Enthusiasts
                                                                                                                                                                                                  • Standard Phone Users
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                        • Understanding the Standard Phone Users
                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                          • NI toluna data
                                                                                                                                                                                                            • Figure 49: Types of telephone service used by consumers (or household bill payers), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 50: Frequency of usage of fixed telephone line, by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 51: Frequency of usage of pay-as-you-go mobile phone (standard), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 52: Frequency of usage of contract mobile phone (standard), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 53: Frequency of usage of pay-as-you-go mobile phone (smartphone), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 54: Frequency of usage of contract mobile phone (smartphone), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 55: Frequency of usage of internet telephony service (eg Skype), by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 56: Agreement with statements relating to telephone services, by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 57: Agreement with statements relating to telephone services, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                            • Figure 58: Agreement with statements relating to telephone services, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                            • Figure 59: Consumer typologies, by demographics, NI, July 2012
                                                                                                                                                                                                            • Figure 60: Types of telephone service used by consumers (or household bill payers), by consumer typologies, NI, July 2012
                                                                                                                                                                                                            • Figure 61: Agreement with statements relating to telephone services, by consumer typologies, NI, July 2012
                                                                                                                                                                                                          • RoI toluna data
                                                                                                                                                                                                            • Figure 62: Types of telephone service used by consumers (or household bill payers), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 63: Frequency of usage of fixed telephone line, by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 64: Frequency of usage of pay-as-you-go mobile phone (standard), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 65: Frequency of usage of contract mobile phone (standard), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 66: Frequency of usage of pay-as-you-go mobile phone (smartphone), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 67: Frequency of usage of contract mobile phone (smartphone), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 68: Frequency of usage of internet telephony service (eg Skype), by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 69: Agreement with statements relating to telephone services, by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 70: Agreement with statements relating to telephone services, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                            • Figure 71: Agreement with statements relating to telephone services, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                            • Figure 72: Consumer typologies, by demographics, RoI, July 2012
                                                                                                                                                                                                            • Figure 73: Types of telephone service used by consumers (or household bill payers), by consumer typologies, RoI, July 2012
                                                                                                                                                                                                            • Figure 74: Agreement with statements relating to telephone services, by consumer typologies, RoI, July 2012

                                                                                                                                                                                                        Telecommunications - Ireland - August 2012

                                                                                                                                                                                                        US $1,453.83 (Excl.Tax)