IAB Ireland Digital Economics Presentation April 2014

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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