how 'appy' are the northern irish?
DESCRIPTION
Results of a survey of Northern Irish consumers about smartphones, apps and their preferences for the future. Research conducted by Amárach Research for Ulster Bank.TRANSCRIPT
1
A Presentation
Prepared with
Fleishman Hillard
May 2012
How ‘Appy’ Are the Northern Irish?
2
Objectives & Methodology
The primary objective of the research was:
“To gain a better understanding of the attitudes and behaviours of
Smart Phone users towards mobile phone apps”.
An online approach was used among Northern Irish residents who
currently have a Smart Phone. A total of 221 interviews were
conducted and the only quota that was put in place was to achieve
a minimum of 50 interviews among those living in Belfast. Apart
from that, there was natural fallout among Smart Phone users.
All research was carried out between Tuesday 1st and Monday 7th
May 2012.
3
53
5
23
35
47
25
77
724
13
25 20
21
3
22
Profile of Sample – Smart Phone Users
Male
Gender Age Region
% % % %
Female
16-24
35-44
55+
Belfast
OutsideBelfast
Antrim
ArmaghDerry/
London Derry
Down
25-34
45-54
Those with Smart Phones were predominately male and aged 25-54.
(Base: All NI adults aged 16+ with a smart phone – 221)
Region
Fermanagh
Tyrone
4
MAIN FINDINGS
5
Smart Phone Users Have On Average, 24 Apps Each
Q.2 In total; approximately how many apps do you have?
(Base: All NI adults aged 16+ with a smart phone – 221)
6
On Average, Just Under One Hour is Spent Using
Apps on A Daily Basis
Q.3 how much time do you spend using apps on a daily basis on your smart phone?
19
27
20
21
319
Less than 10 Mins
%
11-30 Mins
31-59 Mins
1-2 Hours
3-4 Hours5+ Hours
Don’t use on a daily basis
Average: 53 Minutes
66% Spend Up to
1 Hour Per Day
01.01Tuesday, April 24
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iPhone 3G 44%
15-24 year olds spend
more time on their apps –
approximately 83 minutes
per day while those over
55 years spend the least
amount of time (26).
Belfast residents spend on
average 79 minutes per
day using apps.
(Base: All NI adults aged 16+ with a smart phone – 221)
7
Smart Phone Users Have a Wide Variety of Apps on
Their Smart Phones
Q.4a Which of these types of apps do you have on your smart phone?
Social
Networks
MusicGamingMap/travel
Sports
Work Related
Banking/
Financial
Photo/VideoWeather
Entertainment Books/
Reading
Lifestyle ProductivityReference
Travel Utilities
Catalogues
The majority (7 in 10) have a Social Networking app on their phone, circa 6 in 10 have Maps/Travel, Weather and News. While over half have Gaming, Music and
Photo/Video. Just over 1 in 3 have a Banking/Financial app (36%).
(Base: All NI adults aged 16+ with a smart phone – 221)
News
Health &
Fitness
Education Medical
8
Social Networking Apps Are Preferred Given Almost
1 in 3 Claim They Could Not Live Without Them
Q.4b What one app could you not do without?
Social Networks
GamingMap/travel News Banking/
FinancialPhoto/Video
#All other mentions 3% or less
(Base: All NI adults aged 16+ with a smart phone – 221)
Music
9
1 in 2 Claim They Use Their Apps At Home the Most
Q.5 Where do you use apps the most?
At Home
On Public
Transport
When Out &
About
In the CarIn the
Bathroom
(Base: All NI adults aged 16+ with a smart phone – 221)
In Work
10
7 in 10 Believe That Apps Have Made Their Life A
Lot Easier To Some Degree
Q.6 How strongly would you agree/disagree with each statement?
2619
45
35
21
24
4
15
5 7
Strongly Agree (5)
%
“Apps have made my
life a lot easier”
Slightly Agree (4)
Neither/Nor (3)
Slightly Disagree (2)
Strongly Disagree (1)
%
“I worry about the
security of the
information I provide
when using Apps”
Mean: 3.8 3.4
54%71%
(Base: All NI adults aged 16+ with a smart phone – 221)
11
1 in 5 Are Unsure As To What Their ‘Dream’ App
Would Do – They Have Never Thought About It!
Q.7 What would your dream app do?
33
8
4
4
3
3
Don’t know/never thought about it
Organise my day
Give me money/earn money
I don’t want one/need one
Be a game
Make a shopping list
3
2
2
2
2
2
Give me the winning Lotto numbers
A household manager/home budgeting/financial advice
Make me tea
Calculate calories in food
All social networking apps in one
Find/ update software and fixes automatically
# All other mentions 1% or less
(Base: All NI adults aged 16+ with a smart phone – 221)
12
Half Claim That Their Main Financial Provider Offers A Banking
App; Of Which 2 in 5 Use At Least Every Couple of Days
Q.8a Does your main financial institution provide a banking app?
Q.8b How often do you use this banking app to access your bank account?
12%
49%
39%
6
7
27
14
656
18
A couple of times a day%
Frequency of using
Banking app
Does your main financial
institution provide a
banking app?
At least once a day
Every couple of days
Once a week
Once every couple of weeksOnce a month
Lest often
Never
No
Don’t knowYes
%
(Base: All NI adults aged 16+ with a smart phone – 221)
13
A Preference For a Mobile Banking App to Keep
Track of Finances And Make Online Payments
Q.9 Which of the following would you like to be able to do with a banking app?
Pay for Goods & Services
Directly in Shops
Top Up
Mobile Phone
Apply for New
Products
Keep Track
of Finances
Transfer
Money
(Base: All NI adults aged 16+ with a smart phone – 221)
Make Online
Payments
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