iab ireland digital economics presentation april 2014
TRANSCRIPT
Digital Economics © Amárach Research 2014
Digital Economics an Amárach presentation
April 2014
Digital Economics © Amárach Research 2014
After 5 years of recession, Irish consumers have gone digital,
with the result that a growing share of their spending has become
‘invisible’ in the wider economy.
It’s only the beginning…
Digital Economics © Amárach Research 2014
Digital Economics
The Consumer Context
Blurring Boundaries
Smart Opportunities
Digital Economics © Amárach Research 2014
The Consumer Context
Digital Economics © Amárach Research 2014
Five Years On…
Digital Economics © Amárach Research 2014
Digital Economics © Amárach Research 2014
Digital Economics © Amárach Research 2014
Digital Christmas
61% bought Christmas gifts online
Source: Amárach Omnibus, January 2014 survey of 1,000 adults
Average online spend was €219
= €385 million
Digital Economics © Amárach Research 2014
retail sales flat
(excluding cars)…
…75% of online sales go overseas
Digital Economics © Amárach Research 2014
Blurring Boundaries
Digital Economics © Amárach Research 2014
Making my
life easier
Making my
life harder
Google 95% 5%
Microsoft 87% 13%
Samsung 85% 15%
Facebook 84% 16%
Apple 81% 19%
An Post 73% 27%
Supermarkets 71% 29%
TV Service Providers 58% 42%
Mobile Networks 55% 45%
Daily Newspapers 52% 48%
Petrol Stations 34% 66%
Electricity Providers 33% 67%
Banks 24% 76%
Government 9% 91%
Digital Economics © Amárach Research 2014 Source: Liberty Global/UPC surveys of Internet users, 2013
74
58
49 48 45
Poland Ireland Germany Netherlands Belgium
% research offline, buy online
Digital Economics © Amárach Research 2014
Smart Shoppers
Amárach survey of smartphone owners November 2013
49% have used their smartphone to check
for lower prices while still in store
59% have looked at a product in a shop
intending to buy it online afterwards
Digital Economics © Amárach Research 2014
Vulnerable Categories
Digital Economics © Amárach Research 2014
Retail Loyalty
Digital Economics © Amárach Research 2014
Illicit Digital
35% of consumers have
consumer pirated digital content
Digital Economics © Amárach Research 2014
New Currencies
48% of Irish consumers have heard of bitcoin
1% own bitcoin while 5% interested
3% of Irish companies currently accept…
…11% planning to accept in future
Source: Amárach Omnibus, March 2014 survey of 1,000 adults
Source: Amárach Omnibus, February 2014 survey of 200 IT decision makers
Digital Economics © Amárach Research 2014
Smart Opportunities
Digital Economics © Amárach Research 2014
Digital Economics © Amárach Research 2014
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