More than 600,000 mobile consumers own a smartphone, amounting to nearly one-fifth of adults in Ireland, according to new research.
The study, from mobile and digital agency Return2Sender, also found that 7 per cent (256,000) of the population currently own an iPhone with this expected to grow to 17 per cent (613,000) over the next 6 months.
The research also displays the growing interest in Android devices, with this market set to grow to 220,000 by the second quarter 2011.
Undertaken by Behaviour & Attitudes on behalf of Return2Sender, the research also shows that the smartphone market will grow to potentially 1.5 million by Spring 2011.
The appeal of mobile ads to Irish consumers is rapidly increasing, with well over one million people open to all of the main mobile advertising channels.
A total of 8.4 million apps have already been downloaded by almost one quarter of Irish consumers, with half a million people actively downloading them on a regular basis. One third of apps downloaded were paid for while the remaining two thirds were free.
The breakdown on type of apps downloaded is:
• Music 47 per cent
• Games 45 per cent
• Entertainment 38 per cent
• Sports 33 per cent
• Social Networking 30 per cent
• News 23 per cent
• Weather 21 per cent
• Travel 17 per cent
• Health & Fitness 17 per cent
• Utilities 12 per cent
• Books and iBooks 9 per cent
68 per cent of apps downloaded were by 16-34 year olds with 18 per cent downloaded by 35-49 year olds and 14 per cent by those aged 50 years plus.
Sports apps were equally popular among 34-49 and 50-64 age groups (43 per cent). 25-34 year olds and 50-64 year olds were the biggest users of weather apps.
Both smartphone ownership and apps downloads are currently skewed male, 64 per cent and 59 per cent respectively. Music and games, followed by entertainment, sports and social networking, are the most popular type of apps, with news and weather also performing strongly.
Donald Douglas, Return2Sender MD commented: “This research is extremely positive for the Irish digital and mobile industry. There is huge creative and commercial opportunity within the industry and this will play an important part for our economy.”
He added: “It’s the time for brands to understand and engage both males and females across all age groups through mobile apps and adverts with their clear value promise.”
The market for mobile advertising is set to explode with more than 50 per cent open to receiving mobile ads. Ads via text and SMS have a universal appeal to all those open to mobile phone advertising. A sub-category exists within this market, however, comprising those responsive to mobile ads on websites, on apps, and branded apps.
There is strong potential interest evident in other forms of mobile activity demonstrating the power of mobile for brands. Other channels include: ads on social network sites and on regular websites via mobile phone; ads on apps via mobile phone; and branded apps by favourite brands. There is clearly a broader age acceptance of text/voicemail advertising, with alternative forms unsurprisingly more resonant for younger audiences.
Douglas continued: “More and more consumers are open to receiving different types of ads on their mobile devices. It is striking to note that a vast majority of adults are either very interested or potentially interested in ads over their most personal mobile device.
“Mobile is certainly perceived as a non-intrusive method of advertising. A key reason for the increasing appetite for mobile advertising is that it provides consumers with something in return. In exchange for viewing an ad over their mobile phone, consumers expect to receive something of particular value to them personally.”
He concluded, “The very strong disposition of Irish mobile consumers towards various types of mobile phone advertising will be significant to brands and businesses across all sectors.”
To request a copy of the research email info@return2sender.ie. Return2Sender will also be releasing their research as an iBook and a free to download mobile app.