2023
0
Ireland Mobile Phones Market Report 2023
2023-08-30T04:08:05+01:00
OX1154611
1495
166171
[{"name":"Smartphones","url":"https:\/\/store.mintel.com\/industries\/technology\/smartphones"}]
Report
en_GB
"Cost of living continues to influence the sector, with consumers indicating a greater willingness to compare contract and handset prices in their next renewal cycles. This will see consumers focus…

Ireland Mobile Phones Market Report 2023

£ 1,495 (Excl.Tax)

Report Summary

“Cost of living continues to influence the sector, with consumers indicating a greater willingness to compare contract and handset prices in their next renewal cycles. This will see consumers focus more on value for money when buying mobile phones.”

– Brian O’Connor, Senior Consumer Analyst, August 2023

Key issues covered in this Report:

  • The impact of the cost of living crisis 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 if 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.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Issues covered in this Report
        • Executive Summary

            • The five-year outlook for mobile phones
              • Figure 1: Category outlook for mobile phones, 2023-28
            • The market
              • Figure 2: Total number of mobile phone subscribers, IoI, NI and RoI, 2018-23
              • Figure 3: Mobile revenues, by data and voice & other revenues, RoI, 2017-23
              • Figure 4: Mobile subscriptions, by prepay and post-pay, RoI, 2017-23
            • Market Factors
              • More consumers claiming to be struggling financially in 2023
                • Figure 5: How consumers describe their current financial situation, IoI, 2022
                • Figure 6: Consumer Price Index for all items, RoI and UK (including NI), July 2020- July 23
              • Phone contract prices increasing
                • Figure 7: Average cost for residential pre-paid vs. postpaid mobile phone subscription, RoI 2023
              • Data usage continues to increase in NI and RoI
                • Figure 8: Total mobile data usage, RoI, 2017-23
                • Figure 9: Average mobile data usage (GB) excluding M2M connections, UK, 2017-22
              • RoI 5G users gaining momentum
                • Figure 10: 5G vs 4G and 3G subscriptions, RoI, 2021-23
              • RoI consumers spending more time per day on devices
                • Figure 11: Minute usage of mobile phones per day, RoI, 2021-23
              • Companies and innovations
                • The consumer
                  • Apple and Samsung most popular brands
                    • Figure 12: Type of smartphone brand that consumers currently personally own, NI and RoI, 2023
                  • Phone brand loyalty high
                    • Figure 13: If consumers’ current handset is the same brand as their previous brand, NI and RoI, 2023
                    • Figure 14: How long consumers use their phone before upgrading, NI and RoI, 2023
                  • Vodafone holds strongest consumer base in RoI and O2 in NI
                    • Figure 15: Mobile network providers used by consumers for their main mobile phone, RoI, 2023
                    • Figure 16: Mobile network providers used by consumers for their main mobile phone, NI, 2023
                  • Monthly contract usage increases
                    • Figure 17: Type of mobile network connection, NI and RoI, 2020-23
                  • Long lasting battery most sought feature
                    • Figure 18: Most important factors when buying a new smartphone, NI and RoI, 2023
                  • Most users happy with network coverage
                    • Figure 19: Agreement with statements relating to mobile phones, NI and RoI, 2023
                • The Market – What You Need to Know

                  • 7.4 million phone subscriptions in 2023
                    • More consumers claiming to be struggling financially in 2023
                      • Phone contract prices increasing
                        • Data usage continues to increase in NI and RoI
                          • RoI 5G users gaining momentum
                            • RoI consumers spending more time per day on devices
                            • Market Size and Forecast

                                • The five-year outlook for mobile phones
                                  • Figure 20: Category outlook for mobile phones, 2023-28
                                • Subscriber levels remain broadly consistent
                                  • Figure 21: Total number of mobile phone subscribers, IoI, NI and RoI, 2018-28
                                  • Figure 22: Mobile revenues, by data and voice & other revenues, RoI, 2017-23
                                • Postpaid contracts see 7.5% increase in RoI
                                  • Figure 23: Mobile subscriptions, by prepay and post-pay, RoI, 2017-23
                                • Little change in market share between 2022 and 2023
                                  • Figure 24: Operator share of the market, RoI, 2018-23
                              • Market Drivers

                                • Decline in healthy/OK finances
                                  • Figure 25: How consumers describe their current financial situation, IoI, 2022-23
                                  • Figure 26: Consumer Price Index for all items, RoI and UK (including NI), July 2020- July 23
                                  • Figure 27: How consumers rate their financial situation compared to 12 months previously, IoI, 2022-23
                                  • Figure 28: Selected issues consumers have been affected by in the last 2 months, IoI, 2022
                                • Networks increased prices in 2023
                                  • Figure 29: Average cost for residential pre-paid vs. postpaid mobile phone subscription, RoI 2023
                                • 2% increase in RoI mobile data used between 2022 and 2023
                                  • Figure 30: Average mobile data usage, RoI, 2017-23
                                  • Figure 31: Average mobile data usage (GB) excluding M2M connections, UK, 2017-22
                                • 5G connections more than double between 2022 and 2023
                                  • Figure 32: 5G vs 4G and 3G subscriptions, RoI, 2021-23
                                • Time spent on devices increases 2019-22
                                  • Figure 33: Minute usage of mobile phones per day, RoI, 2021-23
                              • Companies and Brands – What You Need to Know

                                • Consumers encouraged to reduce electronic waste
                                  • Artificial Intelligence continues to advance accessibility
                                  • Who’s Innovating?

                                      • Sustainability efforts increasing across the mobile phone and electronic device sector
                                        • Apple employing AI to enhance accessibility
                                        • Companies and Brands

                                            • Mobile Phone Brands
                                              • Apple
                                                • Key Facts
                                                  • Product Portfolio
                                                    • Recent Developments
                                                      • Huawei
                                                        • Key Facts
                                                          • Product Portfolio
                                                            • Samsung
                                                              • Key Facts
                                                                • Product Portfolio
                                                                  • Recent Developments
                                                                    • Sony
                                                                      • Key Facts
                                                                        • Product Portfolio
                                                                          • Recent Developments
                                                                            • Mobile Phone Networks
                                                                              • EE (Everything Everywhere)
                                                                                • Key Facts
                                                                                  • Product Portfolio
                                                                                    • Recent Developments
                                                                                      • Telefonica (Virgin Media O2)
                                                                                        • Key Facts
                                                                                          • Product Portfolio
                                                                                            • Recent Developments
                                                                                              • Three
                                                                                                • Key Facts
                                                                                                  • Product Portfolio
                                                                                                    • 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 most popular brands
                                                                                                                                                        • Phone brand loyalty high
                                                                                                                                                          • Vodafone holds strongest consumer base in RoI and O2 in NI
                                                                                                                                                            • Monthly contract usage increases
                                                                                                                                                              • Long lasting battery most sought feature
                                                                                                                                                                • Most users happy with network coverage
                                                                                                                                                                • Smartphone Brand

                                                                                                                                                                    • Apple and Samsung continue to be top handsets
                                                                                                                                                                      • Figure 34: Type of smartphone brand that consumers currently personally own, NI and RoI, 2023
                                                                                                                                                                      • Figure 35: Ownership of selected smartphone brands, NI and RoI, 2022-23
                                                                                                                                                                    • Younger consumers drawn to Apple brand
                                                                                                                                                                      • Figure 36: Consumers who own an Apple handset, by age, NI and RoI, 2023
                                                                                                                                                                      • Figure 37: Consumers who own a Samsung handset, by age, NI and RoI, 2023
                                                                                                                                                                      • Figure 38: Agreement with the statement ‘Most of my leisure activities involve using digital technology’, IoI, March 2023
                                                                                                                                                                    • Three quarters are brand loyal
                                                                                                                                                                      • Figure 39: If consumers’ current handset is the same brand as their previous brand, NI and RoI, 2023
                                                                                                                                                                    • Majority upgrade 2 years or less frequently
                                                                                                                                                                      • Figure 40: How long consumers use their phone before upgrading, NI and RoI, 2023
                                                                                                                                                                  • Mobile Network Provider Used

                                                                                                                                                                      • Vodafone holds strongest consumer base in RoI
                                                                                                                                                                        • Figure 41: Mobile network providers used by consumers for their main mobile phone, RoI, 2023
                                                                                                                                                                        • Figure 42: Mobile network providers used by consumers for their main mobile phone, RoI, 2021-23
                                                                                                                                                                      • NI continues to be dominated by O2
                                                                                                                                                                        • Figure 43: Mobile network providers used by consumers for their main mobile phone, NI, 2023
                                                                                                                                                                        • Figure 44: Mobile network providers used by consumers for their main mobile phone, NI, 2023
                                                                                                                                                                    • Type of Mobile Network Connection

                                                                                                                                                                        • Monthly contract usage increases 2020-23
                                                                                                                                                                          • Figure 45: Type of mobile network connection, NI and RoI, 2020-23
                                                                                                                                                                        • Monthly contract usage most popular with mature age groups
                                                                                                                                                                          • Figure 46: Type of mobile network connection, by age group, NI and RoI, 2023
                                                                                                                                                                      • Important Factors for New Smartphones

                                                                                                                                                                          • Battery life continues to be most important factor
                                                                                                                                                                            • Figure 47: Most important factors when buying a new smartphone, NI and RoI, 2023
                                                                                                                                                                            • Figure 48: Most important factors when buying a new smartphone, NI and RoI, 2021-23
                                                                                                                                                                          • Battery continues to be the most important feature
                                                                                                                                                                            • Figure 49: Consumers who consider long battery life an important factor when buying a new smartphone, by age group, NI and RoI, 2023
                                                                                                                                                                          • NI consumers more likely to factor in brand when buying new devices
                                                                                                                                                                            • Figure 50: Consumers who consider brand an important factor when buying a new smartphone, by gender, NI and RoI, 2023
                                                                                                                                                                        • Attitudes Towards Mobile Phones

                                                                                                                                                                            • Strong level of satisfaction with network coverage
                                                                                                                                                                              • Figure 51: Agreement with statements relating to mobile phones, NI and RoI, 2023
                                                                                                                                                                            • Satisfaction Sees improvement 2021-23
                                                                                                                                                                              • Figure 52: Agreement with the statement ‘I find the coverage of my phone network to be good’, NI and RoI, 2021-23
                                                                                                                                                                            • Cost of living will see more seek cheaper deals
                                                                                                                                                                              • Figure 53: Agreement with the statement ‘The cost of living crisis would make me opt for a cheaper contract in my next renewal cycle’, by gender, NI and RoI, 2023
                                                                                                                                                                              • Figure 54: Agreement with the statement ‘I would consult a price comparison site to find the best mobile phone deal’, NI and RoI, 2022-23
                                                                                                                                                                            • Concerns over phone impact on mental health
                                                                                                                                                                              • Figure 55: Agreement with the statement ‘I am concerned about the mental health implications of using my smartphone too often, by age group, NI and RoI, 2023
                                                                                                                                                                            • RoI consumers more likely than NI to consider sustainability when buying a phone
                                                                                                                                                                              • Figure 56: Agreement with the statement ‘I would consider how environmentally friendly the manufacturer is before buying a smartphone’, by gender and socio-economic group, NI and RoI, 2023
                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                            • Data sources
                                                                                                                                                                              • Generational cohort definitions
                                                                                                                                                                                • Abbreviations

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