2021
0
Ireland Mobile Phones Market Report 2021
2021-07-29T04:04:50+01:00
OX1043551
1495
140985
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Report
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“With a strong contingent of Irish consumers noting they feel surviving COVID-19 without their phone would have been hard, this highlights the ubiquity of these devices in modern Irish life,…

Ireland Mobile Phones Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Ireland Mobile Phones market, including the behaviours, preferences and habits of the consumer.

COVID-19 has only helped to deepen consumers’ reliance on their smartphone devices, with over three quarters of all Irish consumers noting that getting through the pandemic/lockdown would have been harder without their phone. This points to phones becoming a more vital device to consumers for both communication and entertainment, and may see Irish consumers more willing to splash out more when opting for a handset upgrade.

Mobile phone users have continued to grow, with NI mobile phone subscribers growing from 1.75 million to 1.78 million between 2019 and 2020. RoI subscribers similarly grew from 5.12 million to 5.23 million during the same period. Currently in 2021 over 93% of NI and 96% of ROI consumers own a smartphone, hinting that the market it becoming saturated.

Battery life is a key consideration when upgrading to a new handset as consumers are using their phone more often; moving forward, battery capacity and fast charging are likely to be key attractors. 5G uptake however has been sluggish within Ireland, with evidence that consumers may not see or understand how it differs from 4G offerings.

Read on to discover more details or take a look at all of our Ireland Technology and Telecoms market research.

Quickly understand

  • The impact of COVID-19 on mobile phone usage among both NI and RoI consumers.
  • Which handset brands are the most prevalent among Irish smartphone users.
  • Which phone networks are the most used among consumers, and do consumers prefer prepaid or postpaid subscriptions?
  • How the rollout of 5G has progressed in Ireland, and to what degree NI consumers have adopted the new service.
  • The activities that consumers mainly use their smartphones for.
  • Mobile phone market size.
  • Industrial mobile phones.

Covered in this report

Brands: Samsung, Apple, Huawei, Xiaomi, Nokia, OnePlus, Sony, HTC, Pixel, Vodaphone, Three, Eir Mobile, Tesco Mobile, Lycamobile, Postmobile, O2, EE, GiffGaff, BT Mobile, TalkTalk, Android.

Expert analysis from a specialist in the field

This report, written by Brian O’Connor, a leading analyst in the technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With a strong contingent of Irish consumers noting they feel surviving COVID-19 without their phone would have been hard, this highlights the ubiquity of these devices in modern Irish life, and could see the crisis only deepen the reliance of consumers on these devices for communication, entertainment and commerce.

Brian O’Connor - Senior Consumer AnalystBrian O’Connor
Senior Consumer Analyst

Table of Contents

  1. Overview

    • What You Need to Know
      • Key issues covered in this Report
        • Issues covered in this Report
        • Executive Summary

            • The market
              • Figure 1: Total number of mobile phone subscribers, IoI, NI and RoI, 2016-21
              • Figure 2: Mobile subscriptions, by prepay and post-pay, RoI, 2016-21
            • Impact of COVID-19 on mobile phones
              • Figure 3: Expected impact of COVID-19 on mobile phones, short, medium and long term, 1 July 2021
            • Over nine in 10 own smartphone in 2021
              • Figure 4: Ownership of, or access to, mobile technology devices, NI and RoI, March 2021
            • Mobile data usage sees massive RoI increase
              • 5G usage relatively low
                • Figure 5: If consumers are subscribed to a 5G network, NI and RoI, March 2021
              • Improving finances may move more to upgrade their phones
                • COVID-19 increased phone usage
                  • Companies and Innovations
                    • The Consumer
                      • Apple and Samsung top brands in NI and RoI respectively
                        • Figure 6: Type of smartphone brand that consumers currently personally own, NI and RoI, March 2021
                      • Vodafone and Three vie for RoI market dominance
                        • Figure 7: Mobile network providers used by consumers for their main mobile phone, RoI, March 2021
                      • O2 has controlling share of NI smartphone users
                        • Figure 8: Mobile network providers used by consumers for their main mobile phone, NI, March 2021
                      • Monthly contract increasingly the norm
                        • Figure 9: Type of mobile network connection, NI and RoI, April 2020
                      • Battery capacity and high storage key buying factors for phones
                        • Figure 10: Most important factors when buying a new smartphone, NI and RoI, March 2021
                      • Most users happy with their network coverage
                        • Figure 11: Agreement with statements relating to mobile phones, NI and RoI, March 2021
                    • The Market – What You Need to Know

                      • 2021 sees slight decline in RoI subscriber numbers
                        • COVID-19 increased phone usage
                          • Over nine in 10 own a smartphone in 2021
                            • Mobile data usage sees massive RoI increase
                              • 5G usage relatively low
                                • Improving finances may move more to upgrade their phones
                                • Market Size and Forecast

                                    • Short-, medium- and long-term impact on the industry
                                      • Figure 12: Expected impact of COVID-19 on mobile phones, short, medium and long term, 1 July 2021
                                    • Subscriber growth expected to dip in 2021
                                      • Figure 13: Total number of mobile phone subscribers, IoI, NI and RoI, 2016-26
                                    • Postpaid services accounts for largest share in 2021
                                      • Figure 14: Mobile subscriptions, by prepay and post-pay, RoI, 2016-21
                                    • Vodafone and Three lose some ground
                                      • Figure 15: Operator share of the market, RoI, 2018-21
                                    • Mobile voice revenues go from strength to strength in RoI
                                      • Figure 16: Mobile revenues, by data and voice & other revenues, RoI, 2016-21
                                  • Market Drivers

                                    • Smartphone almost universal
                                      • Figure 17: Ownership of, or access to, mobile technology devices, NI and RoI, April 2020
                                    • Mobile data usage grows 300% in RoI, 150% in NI
                                      • Figure 18: Average mobile data usage, RoI, 2017-21
                                      • Figure 19: Average monthly data usage, UK (including NI), 2016-19
                                      • Figure 20: 2G/3G/4G split, RoI, 2017-21
                                      • Figure 21: Mobile connections with access to 4G services (%), UK (inc NI), 2017-19
                                    • Consumer finances recovering from COVID-19
                                      • Figure 22: How consumers’ financial situation has changed due to COVID-19, IoI, May 2020 and July 2021
                                      • Figure 23: Agreement with the statement ‘COVID-19/coronavirus has made me put off upgrading my mobile phone’, NI and RoI, March 2021
                                    • COVID-19 increased phone usage
                                      • Figure 24: Agreement with statements relating to COVID-19 and mobile phones, NI and RoI, March 2021
                                    • 5G uptake struggling
                                      • Figure 25: If consumers are subscribed to a 5G network, NI and RoI, March 2021
                                    • Commute time reduced during lockdown
                                      • Figure 26: Length of time consumers spend travelling to work before and during COVID-19, Ni and RoI, August 2020
                                    • Online shopping via mobile increases due to COVID-19
                                      • Figure 27: Devices used to make a purchase online in the last three months, NI and RoI, January 2021
                                  • Companies and Brands – What You Need to Know

                                    • Mobile phone brands invest more in camera quality and design
                                      • Foldable and flip phones make a comeback
                                        • More smartphone brands advertise 5G connectivity
                                          • Streaming services are an important factor in choice of monthly plan
                                            • A need for longer battery life to facilitate increased mobile phone capabilities and usage
                                            • Who’s Innovating?

                                                • Increased social media app usage influences demand for improved camera quality in smartphones
                                                  • Top smartphone brands revive the flip phone and beyond to develop foldable mobile phones
                                                    • Figure 28: Foldable smartphones
                                                    • Figure 29: New Releases of foldable smartphones, UK, 2020-21
                                                  • 5G connectivity becoming a more prominent smartphone feature
                                                    • Figure 30: New Releases of smartphones with 5G
                                                  • Added benefits may be becoming an influencing factor in consumers’ choice of smartphone
                                                    • Improved capabilities of smartphones drive need for prolonged battery life
                                                      • Figure 31: Differences in battery life features between Apple iPhone 7 and iPhone 12
                                                  • Competitive Strategies – Key Players

                                                      • Mobile Phone Brands
                                                        • Apple
                                                          • Key facts
                                                            • Product portfolio
                                                              • Recent developments
                                                                • Huawei
                                                                  • Key facts
                                                                    • Product portfolio
                                                                      • Recent developments
                                                                        • Samsung
                                                                          • Key facts
                                                                            • Product portfolio
                                                                              • Recent developments
                                                                                • Sony
                                                                                  • Key facts
                                                                                    • Product portfolio
                                                                                      • Recent developments
                                                                                        • Mobile Phone Networks
                                                                                          • EE (Everything Everywhere)
                                                                                            • Key facts
                                                                                              • Products and services
                                                                                                • Recent developments
                                                                                                  • Telefonica (Virgin Media O2)
                                                                                                    • Key facts
                                                                                                      • Products and services
                                                                                                        • Recent developments
                                                                                                          • Three
                                                                                                            • Key facts
                                                                                                              • Products and services
                                                                                                                • Recent developments
                                                                                                                  • Tesco Mobile
                                                                                                                    • Key facts
                                                                                                                      • Products and services
                                                                                                                        • Recent developments
                                                                                                                          • Eir Group
                                                                                                                            • Key facts
                                                                                                                              • Products and services
                                                                                                                                • Recent developments
                                                                                                                                  • Post Mobile
                                                                                                                                    • Key facts
                                                                                                                                      • Products and services
                                                                                                                                        • Recent developments
                                                                                                                                          • Sky Plc
                                                                                                                                            • Key facts
                                                                                                                                              • Products and services
                                                                                                                                                • Recent developments
                                                                                                                                                  • Vodafone
                                                                                                                                                    • Key facts
                                                                                                                                                      • Products and services
                                                                                                                                                        • Recent developments
                                                                                                                                                          • BT Group
                                                                                                                                                            • Key facts
                                                                                                                                                              • Products and services
                                                                                                                                                                • Recent developments
                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                  • Apple and Samsung top brands in NI and RoI respectively
                                                                                                                                                                    • Vodafone and Three vie for RoI market dominance while O2 commands the NI market
                                                                                                                                                                      • Monthly contract increasingly the norm
                                                                                                                                                                        • Battery capacity and high storage key buying factors for phones
                                                                                                                                                                          • Most users happy with their network coverage
                                                                                                                                                                          • Smartphone Brand

                                                                                                                                                                              • Apple and Samsung top brands in NI and RoI respectively
                                                                                                                                                                                • Figure 32: Type of smartphone brand that consumers currently personally own, NI and RoI, March 2021
                                                                                                                                                                              • Samsung ownership stronger among mature consumers
                                                                                                                                                                                • Figure 33: Consumers who own a Samsung phone vs. Apple phone, by gender and age, RoI, March 2021
                                                                                                                                                                                • Figure 34: Consumers who own a Samsung phone vs. Apple phone, by gender and age, NI, March 2021
                                                                                                                                                                            • Mobile Network Provider Used

                                                                                                                                                                                • Vodafone and Three continue to dominate the RoI sector
                                                                                                                                                                                  • Figure 35: Mobile network providers used by consumers for their main mobile phone, RoI, March 2021
                                                                                                                                                                                • NI continues to be dominated by O2
                                                                                                                                                                                  • Figure 36: Mobile network providers used by consumers for their main mobile phone, NI, March 2021
                                                                                                                                                                                • Vodafone more likely to be used by men, while women more likely to be Three subscribers in RoI
                                                                                                                                                                                  • Figure 37: Consumers who use Vodafone vs. Three as their mobile network provider, by gender, NI and RoI, March 2021
                                                                                                                                                                                • O2 has much stronger appeal to women
                                                                                                                                                                                  • Figure 38: Consumers who use O2 as their mobile network provider for their main mobile phone, by gender, NI, March 2021
                                                                                                                                                                              • Type of Mobile Network Connection

                                                                                                                                                                                  • NI consumers much more likely to have monthly contract
                                                                                                                                                                                    • Figure 39: Type of mobile network connection, NI and RoI, April 2020
                                                                                                                                                                                  • Affluent consumers more likely monthly contract users
                                                                                                                                                                                    • Figure 40: Type of mobile network connection, by socio-economic group, NI and RoI, March 2021
                                                                                                                                                                                • Important Factors For New Smartphones

                                                                                                                                                                                    • Long-lasting batteries and storage capacity key factors
                                                                                                                                                                                      • Figure 41: Most important factors when buying a new smartphone, NI and RoI, March 2021
                                                                                                                                                                                    • Battery life more important to women
                                                                                                                                                                                      • Figure 42: Consumers who consider long battery life an important factor when buying a new smartphone, by gender, NI and RoI, March 2021
                                                                                                                                                                                    • High storage requirements among younger consumers
                                                                                                                                                                                      • Figure 43: Consumers who consider storage capacity an important factor when buying a new smartphone, by age group, NI and RoI, March 2021
                                                                                                                                                                                    • Camera quality much more important to women
                                                                                                                                                                                      • Figure 44: Consumers who consider camera quality an important factor when buying a new smartphone, by age group, NI and RoI, March 2021
                                                                                                                                                                                      • Figure 45: Selected social networking platforms used in the last three months, by gender, NI and RoI, January 2021
                                                                                                                                                                                  • Attitudes towards Mobile Phones

                                                                                                                                                                                      • Network satisfaction high in 2021
                                                                                                                                                                                        • Figure 46: Agreement with statements relating to mobile phones, NI and RoI, March 2021
                                                                                                                                                                                      • Rural consumers less satisfied with network coverage
                                                                                                                                                                                        • Figure 47: Agreement with the statement ‘I find the coverage of my phone network to be good’, by area, NI and RoI, March 2021
                                                                                                                                                                                      • NI consumers have greater concern regarding Brexit and phone bills
                                                                                                                                                                                        • Mobile devices proved vital throughout the lockdown to many
                                                                                                                                                                                          • Figure 48: Agreement with the statement ‘Getting through COVID-19/coronavirus lockdowns without my phone would have been much harder’, by generational group, NI and RoI, March 2021
                                                                                                                                                                                          • Figure 49: If COVID-19 has seen consumers make more or less video calls to friends/family, IoI, December 2020
                                                                                                                                                                                          • Figure 50: If consumers are spending more or less time on selected night in activities compared to 12 months ago, NI and RoI, January 2021
                                                                                                                                                                                        • Data allowance a chief concern when choosing a plan
                                                                                                                                                                                          • Figure 51: Agreement with the statement ‘Data allowance is more important to me than free calls/SMS messages when choosing a phone plan’, by age group, NI and RoI, March 2021
                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                        • Data sources
                                                                                                                                                                                          • Generational cohort definitions
                                                                                                                                                                                            • Abbreviations

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