The Three Connected Ireland Report With Amárach Research

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2 The Three Connected Ireland Report With Amárach Research The first smartphone was launched in 2000 and there is hardly an aspect of our lives as consumers, workers and citizens that has not been impacted as a result. As Ireland s leading mobile data network, Three Ireland is at the forefront of Ireland s digital evolution and we recognise that it s how our customers use our network every day to stay connected that really matters. The Three Connected Ireland Report looks at the connected lives of Irish people and how mobile technology is continuing to change how we interact with businesses, government and with each other. The report also identifies what direction the Irish public wants mobile services to go in the future across our personal lives, e- commerce and public services. The findings in this report are based on a representative survey of 1,000 smartphone users throughout the Republic of Ireland, conducted by Amárach Research. We asked them questions around three themes: The Connected Life, The Connected Business and The Connected Citizen. This report is part two of a quarterly series. The Connected Life The Connected Life looks at how respondents communicate and connect with others and the impact of smartphones on our personal lives. In part one, The Connected Life explored the ways in which people in Ireland communicate with each other on a daily basis, how we feel about our smartphones and the value we place on our devices. Part two takes a deeper look at the effect smartphones have on our broader lives our health, our news consumption and how the role of the smartphone is changing for younger generations. The Connected Business The Connected Business studies how respondents shop online, engage with brands and the innovations they want to see. Part one revealed the extent to which people in Ireland shop online, how we experience customer care, and the products and services we want to access into the future. Part two takes a broader look at how consumers engage with businesses, from making reservations to providing feedback, and the influence of influencers. The Connected Citizen The Connected Citizen examines how respondents currently engage with, or would like to interact with, public services. While people in Ireland may consider their role as citizens infrequently, the importance of our interactions with public service providers and within our communities became evident in part one of The Connected Citizen. Part two further reinforces the value we place on our data privacy and highlights the significant appetite across generations for broader online and digital services.

3 The Connected Life In part one of the Three Connected Ireland Report we looked at how we are bringing connectivity to the next level, making it more about the different ways in which these connections can be used to enhance our lives. In part two we take a different look at smartphones and our daily lives and examine how our smartphone is essential for, not just staying connected, but also benefiting our health and wellbeing. The Connected Life also looks at how we use our smartphone to capture life s moments and how we are consuming our news throughout the day. How we feel about smartphones Intended as a communication tool at its heart, our respondents believe their smartphone allows them to maintain the connections that matter to them, with 67% stating that they communicate more with their friends or family because of their smartphone. This rings true across the demographics with 79% of year olds closely aligned with 68% of those aged 55 and over agreeing that because of their smartphone they communicate more with friends and family. Females feel the benefit of their smartphone when it comes to communicating with friends and family more than males, with 74% agreeing with the statement, compared to 60% of males. The majority of participants feel their smartphone benefits many aspects of their daily lives. 63% say their smartphone helps their relationships with partners, while 48% feel their smartphone helps their relationships with kids. When it comes to other areas of our daily lives, 58% of respondents believe their smartphone helps with their work, 57% say it helps them study or learn new skills, 55% believe it helps them relax and 45% feel their smartphone helps them switch off from work.

4 Fig. 1: Do you feel your use of smartphones helps or hinders each of the following: Doesn t apply Hinders Helps Going to sleep Switching off from work Relaxing in General Watching TV Studying/learning new skills Your Work Relationships with kids Relationships with partners (current or previous) Smartphones and our daily lives The research highlights that many of us rely on our smartphones for essential services in the past month 50% have used a banking app on their smartphone, 40% have checked the weather forecast on their phone and 46% have found directions using map applications. The other services that are most frequently accessed on smartphones are Paypal (37%), TV streaming (33%), TV player apps (21%) and cloud storage apps (23%). Although less popular overall, almost a fifth used their smartphone to access a food delivery service recently (17%) and a similar number (16%) booked a taxi using a taxi app.

5 Fig. 2: Which if any of the following types of digital services have you used on your mobile phone in the past month? Map apps (e.g. Google maps) Weather apps (e.g. Apple weather, yr.no) Banking apps Parking apps/mobile text services Food delivery service Parcel Motel OpenTable (or similar) TV Player (such as RTE player) Paypal Cloud storage apps (e.g. Dropbox) Streaming device (e.g. Apple TV, Roku, Accommodation app (e.g. AirBnB) Taxi app (e.g. MyTaxi) Car-sharing app (e.g. Uber) TV streaming Life moments While smartphones are a convenient way to take images, with 90% choosing their phone over a camera, only 33% stated that they print the pictures that they take on their smartphone. Perhaps bucking the common perception that younger people now have online only lives, 38% of year olds and 45% of year olds print pictures captured on their smartphones, compared to only 21% of those aged 55 and over. Life goals The research shows we re tapping into the potential of smartphones to improve our wellbeing and set personal goals. Almost half (45%) of respondents are planning to improve their fitness level this year with the help of their mobile phone. This is a particularly popular goal among year olds (64%) and remains consistently high with those aged (43%) and those aged 55 and over (38%). Healthy eating is a focus too with almost half of female respondents (48%) and over a third of male respondents (35%) saying they will develop a healthier diet in 2018 with the help of a smartphone. This is important for the majority of year olds (51%) and also for 43% of year olds. Meanwhile, 32% are aiming to use their mobile to be more mindful.

6 Over a third of respondents (34%) are planning to use their smartphone to learn a new skill or gain a new qualification this year. With 32% planning a so-called side hustle using their phone to identify new or extra sources of income outside of their main job. Fig. 3: Which of the following will you be interested in pursuing in 2018 with the help of your smartphone: Volunteering 11 Source of income New skills Mindfulness Healthier diet 42 Improving fitness 45 News on the go Over half (57%) of those surveyed now believe their mobile phone is more important than traditional media when it comes to keeping up to date with the news. This sentiment is particularly strong in Dublin at 63% and remains high across the board (56% in Leinster, 57% in Munster and 50% in Connacht and Ulster). Our reliance on smartphones to keep up to date with the latest news headlines throughout the day is clear: Facebook is the most popular source of news both in the morning (32%) and in the afternoon (26%) while the most popular source of news in the evening is TV at 39%. 32% of us log in to Facebook first thing, increasing to 57% of year olds and 46% of year olds. Over a quarter (26%) check back in to the social media site in the afternoon, rising to 45% of year olds, and 22% refresh their Facebook feeds in the evening. Radio remains a popular source of news, attracting 28% of respondents in the morning, reaching a high of 46% of those aged 55 and over. Almost a fifth of those surveyed tune in in the afternoon (19%) and just 6% in the evening. The popularity of newspapers is low at just 4% in the morning and afternoon and falling to 3% in the evening. However, the digital investment by traditional newspapers in recent years seems to be paying off with 12% accessing headlines via news websites in the morning, rising to 16% in the afternoon and dropping back to 12% in the evening. Interest in specific news apps remains low at 3% in the morning, 6% in the afternoon and 5% in the evening.

7 Fig. 4. How do you consume your news throughout the day? News apps None 3% 3% News webistes 12% Google 4% Twitter 3% Newspapers 4% MORNING Facebook 32% TV 11% Radio 28% News webistes 16% News apps 6% AFTERNOON None 4% Facebook 26% Google 7% Twitter 4% Newspapers 4% TV 14% Radio 19%

8 News webistes 12% News apps 5% EVENING None 4% Facebook 22% Google 5% Twitter 4% Newspapers 3% Radio 6% TV 39% Key takeaway Mobiles are being used for far more than just a means of communication. Now people use them to capture moments, as ways to learn, make money and stay healthy.

9 The Connected Business Part one of The Three Connected Ireland Report identified the extent to which we are shopping and spending online. For part two, The Connected Business looks at our continued habits when it comes to online shopping, but also how we are engaging with other services including making reservations and giving feedback online. Go-to devices When it comes to shopping online, laptops remain the go-to device for the majority (39%), but the popularity of the smartphone for online shopping is a close second at 33%. Less than a fifth (17%) opt for a desktop while only 10% reach for a tablet to shop online. For retailers targeting younger generations, the research shows that a mobile enabled site or app is vital as the smartphone is their clear go-to device with 45% of both and year olds, and 46% of year olds stating they are most likely to use their smartphone to shop online. This is compared to 24% of year olds and 16% of those aged 55 and over. Christmas shopping habits When it comes to planning their shopping and expenditure, our respondents look to online outlets. Over half of participants (53%) stated that in the lead up to Christmas they were planning to buy more presents online in 2017 compared to the previous year, with women more likely to do shopping online then men (57% versus 48%). Interestingly, almost a third (31%) of respondents expected to decrease their level of festive online shopping. When it comes to unwanted gifts, over a third are less likely to return something that was purchased online rather than in a store, while 50% say they re as likely or more likely to send back a gift that was bought online. On the go planning Smartphones are making it even more convenient to make plans on the go. While most of us still tend to phone a restaurant to book a table (65%), 35% now make reservations online. Dublin dwellers are most likely to book online at 53%, compared to 29% in Munster, 28% in Leinster and 23% in Connacht and Ulster. The rates of online booking is high across all age groups, with those aged most likely to do so at 59%.

10 Fig. 5: When making a booking for a restaurant which method are you most likely to do? Online 35% Phonecall 65% The feedback phenomenon When it comes to sharing reviews online, unsurprisingly younger people aged are most likely to do so (21%), followed by years old at 20%. 20% of women and 13% of men have also used their smartphone to review holiday accommodation, with year olds and year olds most likely to do so, on 17% each. People aged 55 and over are least likely to review holiday accommodation online at just 15%. Influence of influencers The continuing importance of word of mouth is not to be underestimated. It s making a significant impact on the power and influence of online recommendations and social media personalities. When it comes to the bottom line and generating sales, there is much debate on just how influential bloggers are. Our research shows that influencers in the virtual world are changing the shopping habits of consumers in the real world, with almost one in four respondents (23%) admitting they have bought something recently with their smartphone as a result of recommendations by bloggers. This figure rises to 38% of year olds and 35% of year olds. Customer engagement The research shows there is an opportunity for companies to better engage with consumers via their smartphones as over half (51%) of respondents say they have used their mobiles recently to find out about deals or bargains. Women are more likely to value this kind of activity at 58% compared to 43% of men. Younger generations are also most likely to utilise such a service. Businesses are also benefitting from facilitating online feedback from customers, with 29% saying they ve left a review on a hotel or restaurant website recently year

11 olds are most active in this space at 36%, compared to 30% of those aged 55 and over and less than quarter of year olds (23%). In-keeping with our reputation as being a generous nation, over one in ten (15%) has used their mobile to donate to charity recently. Fig 6. Which of the following have you done recently with your mobile? Donated to a charity 15 Alerted friends or family to a great deal or bargain you came across online or instore 34 Contacted a shop or business to complain about a bad customer service experience 19 Left a review on a website of a restaurant or hotel you visited Used your mobile to find out about deals or bargains on Facebook or websites dedicated to alerts on great deals None of these 24 Value of data When it comes to engaging with consumers in a more tailored way, there is scope for businesses to better use data to add value for their customers. 58% of respondents would value a supermarket service whereby alerts inform shoppers when certain items they buy are on special offer. Almost half (49%) would welcome a chance to use data from an in-vehicle telemetric device to monitor their driving patterns and adjust insurance costs accordingly. On the health front, 57% would appreciate the opportunity to use their mobile to access instant video consultations with their GP at a reduced cost, while more than a third (39%) would value health insurances companies using data from mobile phones to reward those with healthier lifestyles.

12 Fig 7. To what extent would, or do you value each of the following features of mobile phones? Would really value Would value somewhat Wouldn t really value Wouldn t value at all Feature which enables you to get instant video consultations with your local GP at reduced cost Health insurance companies using data from your mobile to adjust your insurance higher or lower depending on your activity levels, diet and lifestyle to reward healthy behaviour Car insurance companies using data from a telemetric box in your car to adjust your insurance higher or lower depending on your driving patterns Supermarkets alerting you when specific items you buy are on special offer Flexible employees In general, over half of year olds (52%) agree that working remotely via a smartphone or tablet makes their working life more flexible, compared to 45% of year olds, 40% of year olds, 37% of year olds and 28% of those aged 55 and over. While and phone calls remain the most relied upon communication tools at work at 41%, over a third of us (34%) now use text messages to communicate with colleagues. A similar number (30%) also rely on messaging apps to keep in touch with teams at work. We also appreciate the benefits of being able to work remotely via our smartphones, with almost four in ten (39%) people saying this makes for a more flexible work life balance.

13 Fig. 8: Which of these do you use to communicate with your team at work? Text message 34 Phone call Whatsapp (or other app messaging) 30 Key takeaway Online shopping has rapidly grown in popularity but shoppers are still seeking an individual personalised touch when shopping particularly the younger demographic. This desire for personalisation and the human touch should be leveraged by businesses in their online offering looking at the demographic breakdown, we can expect that more shoppers will be expecting and interacting with customer service agents into the future.

14 The Connected Citizen Part one of The Three Connected Ireland Report identified the desire for public sector organisations to enhance the services they provide to Irish citizens through digital innovation. This feature comes through strongly in part two of this report as respondents state their positive attitude towards the Public Services Card and additional online services. The concern around data privacy and security continues to be evident. Data protection concerns Almost three quarters of respondents (72%) say they re concerned about the safety of personal information held by private companies, with women more concerned than men (76% versus 68%). We are also concerned about the safety of personal information held by public bodies, albeit to a lesser extent, at 65%. People aged are most worried on this front, at 68%. Fig. 9: To what extent are you concerned about the safety of your personal information held by public and private companies: Public private Extremely concerned Concerned Somewhat concerned Not at all concerned 7 10 Facial Recognition Despite the convenience associated with new developments such as facial recognition technology, concerns over privacy may prevent users from becoming quick adopters. Just over half (53%) say they are unlikely to use these functions on their smartphones due to privacy concerns.

15 Fig. 10: How likely are you to use facial recognition technology given the privacy concerns associated with it? Very likely 13% Very unlikely 21% Likely 34% Unlikely 32% The public services we want While the majority of people (73%) believe the government could make better use of mobile phones to provide services to citizens, only half of respondents have interacted online with government departments in the past year. Interestingly, despite much debate over the value of the Government s Public Services Card, 68% of respondents are in favour of using the card while only 32% object to using it. Older people are most receptive to the idea, with 78% of those aged 55 and over and 73% of year olds in favour of it. This compares to almost half of year olds (45%) and 43% of year olds who oppose it. It s also interesting to note that there is an appetite for greater digitisation of public services with the vast majority of respondents (78%) stating that they would be interested in a secure Government app to access all their public services.

16 Fig.11: The Government has indicated that it is increasing the number of public services that require a Public Services Card. Which of the following best describes your attitude to the card? Very in favour of use of Public Services Card 24 In favour of use of Public Services Card 44 Object to use of Public Services Card 21 Strongly object to use of Public Services Card 11 Public alerts The public is open to receiving a range of mobile phone alerts providing they add value to their lives. For example, 78% would be open to receiving a text message or app alert about emergencies such as flooding or fallen trees in their locality, while three quarters (75%) would welcome traffic alerts specific to their location if they could avoid issues such as broken traffic lights. Over half (58%) would like the opportunity to use their phone to send a photo and report drivers who park illegally in a space reserved for wheelchair users. Over two thirds (68%) would answer a survey from local government to give feedback on what they as citizens want in their local communities. Those surveyed would also like the chance to use mobile phones to rate the work local councillors carry out in the community (59%) and to give feedback on how TDs are faring with work in their constituency (57%).

17 Fig. 12: How likely are you to use your mobile phone for each of the following: Would definitely not use Probably wound use Probably wouldn t use Definitely would use To vote in a general election To rate your local TDs To rate your local councillor Get traffic alerts specific to your location Receive text message or app alerts about local emergencies Answer a local government survey Send photo of someone parked illegally in a disabled parking space Key takeaway Privacy of personal information is a concern for the majority of people. However, it appears that people are willing to share information if they feel they will benefit from doing so.

18 Where now? The Three Connected Ireland Report has presented a multi-faceted picture of smartphone usage in Ireland and its future potential. We will continue to see Ireland s economy and society evolve as mobile technologies and services drive transformation in our lives as consumers, workers and citizens. Our first quarterly report demonstrated the extent to which we rely on our smartphones in our everyday lives, to keep in touch with friends and family, as employees and business owners and in our engagement with public services. Part two looks even deeper, highlighting that our smartphones are far more than simple communication tools - they support our health, careers and relationship goals. The opportunity for Irish retailers in terms of online sales and customer engagement first identified in part one comes through significantly again, particularly for younger generations. Importantly, while data privacy is a concern, we still crave further digital innovation, particularly in the public services with which we interact.

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