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The Three Connected Ireland Report With Amárach Research Since the first smartphone was launched in 2000, there is hardly an aspect of our lives as consumers, workers and citizens that has not been impacted. As the country 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 people in Ireland and how mobile technology is continuing to change how we interact with each other, with businesses and with government. The report also identifies the direction in which the Irish public wants mobile services to go in the future across our personal lives, ecommerce 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. Respondents were asked questions around three themes: The Connected Life, The Connected Business and The Connected Citizen. This report (Q2 2018) is part three of a quarterly series, which began in Q4 2017.
The Connected Life Introduction The Connected Life looks at how we like to keep in touch with others and the use of smartphones in our personal lives. In parts one and two, The Connected Life explored the ways in which people in Ireland communicate daily with each other and the ways in which our smartphones have changed our habits in areas such as managing our health and how we consume media. This report takes a deeper look at our perceptions of data usage levels, the types of apps on which we rely most heavily, whether we re willing to pay for ad-free versions of such services and the awareness of child protection measures when it comes to internet use by younger people. Connectivity is king When trying to get in contact with someone, the most popular approach is to call from a mobile phone (35%) while one third of respondents (33%) will send an instant message using an app like Whatsapp, Viber or Facebook. One fifth of participants (20%) will send an SMS or text message. Calls from mobile apps such as Skype, Whatsapp, Viber or Facebook, as well as calls from home phones and emails are significantly less popular ways of communicating, at just 4% each. We feel in control of our mobiles, not controlled by them Over two thirds of respondents (67%) say their smartphone helps them communicate more with friends and family and just over half (51%) believe people are much safer these days because of mobile phones. Meanwhile, 44% of those surveyed say their smartphone helps them to switch off from work and over half (55%) believe mobile phones support studying and learning new skills. Devouring data both abroad and at home A year has passed since new EU roaming regulation came into effect which allows mobile phone customers to roam like at home, and it s noteworthy that over a third of respondents (37%) feel that they are now using more mobile data while travelling in the EU. Three s customers are embracing roaming in the EU even further and are now using 220% more data when travelling in the EU, compared with this time last year. When it comes to data usage levels here on home soil, 37% of participants feel they are using more mobile data than before, which jumps as high as 53% among younger respondents aged 16-24. Looking specifically at the Three network, there has been a 51% increase in data traffic since this time last year. Apps the way I like it Despite attracting controversy in recent months, the popularity of Facebook is showing no signs of abating.
It is by a distance the most popular app checked in the morning - by over a fifth of respondents (21%) - and the last app checked at night by over a quarter, at 27%. The next most accessed apps in the morning are email at 17% and Whatsapp at 13% ahead of news at 12%. At night, it s Whatsapp at 10%, news apps just behind on 9% and email at 8%. In both the morning and at night, Facebook is more popular with women than men. Fig. 1: When you wake up in the morning what app do you open first? None 20 LinkedIn 1 Twitter 2 Instagram 3 Facebook Messenger 5 Snapchat 6 News app 12 Whatsapp 13 Email 17 Facebook 21 Fig. 2: When you go to sleep at night, which is the last app you use? None 28 LinkedIn 0 Twitter 3 Snapchat 4 Facebook Messenger 5 Instagram 6 Email 8 News app 9 Whatsapp 10 Facebook 27
Fig. 3: When you wake up in the morning and before you go to sleep at night, which is the first app you open? Men Women Use Facebook last thing at night 20% 33% Use Facebook first thing in the morning 17% 24% When questioned about how much, if anything, respondents would be willing to spend monthly on an ad-free version of various apps, almost two thirds expressed a preference to keep ads rather than pay, while over one fifth would be willing to pay one euro per month to access their favourite apps ad-free. This points to a general level of tolerance for adverts across apps, rather than an acceptance of fees being charged to avoid ads. Fig. 4: How much would you be willing to spend on an advertising-free version of each of the following for one month? Facebook Whatsapp Facebook Messenger Snapchat Email Instagram Twitter Would rather keep ads 1 22% 24% 21% 20% 23% 22% 20% 5 8% 9% 7% 8% 7% 8% 6% 10 5% 5% 6% 6% 5% 6% 4% 60% 62% 65% 65% 64% 67% 67% Many app-based real world services are continuing to grow in popularity. When asked what types of digital services respondents had used in the past month, map and weather apps lead the way on 53% and 46% respectively. Demand for TV streaming apps such as Netflix and food delivery apps like Just Eat and Deliveroo is also strong, at 37% and 22% respectively.
Fig. 5: Which, if any, of the following types of digital services have you used on your mobile phone in the past month (select all that apply)? OpenTable (or other reservation app) Car-sharing app (Uber etc) Banking apps Parking Tag, Park Magic or similar parking apps Parcel Motel Streaming device (Apple TV, Chromecast etc) Accommodation app (AirBnB etc) Taxi app (MyTaxi etc) Food delivery service (Just Eat or Deliveroo etc) Cloud storage apps (Dropbox etc.) TV Player ( RTE player etc) TV streaming (Netflix etc) Paypal Weather apps (Apple weather, yr.no etc) Map apps ( Google maps etc) 3% 6% 7% 7% 9% 14% 16% 17% 22% 25% 25% 37% 39% 46% 53% Smartphones supporting everyday living 47% of participants say their smartphone helps their relationships with their kids. Meanwhile, over half (56%) agree that smartphones help them work, while 44% say their mobile helps them switch off from work. 55% of those surveyed use smartphones to study or learn a new skill, while 32% read books on their mobile. While 52% of respondents say their phone hinders them going to sleep, almost a fifth (19%) say it actually helps them nod off. Children s use of the internet There has been a lot of public discussion recently around the age of digital consent and access to the internet. Interestingly, only 40% of respondents believe parents are aware of their children s use of the internet. This rises to 56% among respondents who themselves have children. While 68% of those polled say they are aware of safeguarding measures to restrict children s internet access, more than half (57%) say they don t know where they can actually access advice on these protective measures. The absence of well-known and trusted sources is demonstrated by the fact that Google is the most popular source of information at 28%. Key Takeaway Access to data on smartphones is so ubiquitous in everyday life that we practically take it for granted. This is particularly evident across Three s customers, who avail of All You Can Eat Data and who have increased their data usage in the last year by 51% at home and 220% while roaming abroad. As Ireland s leading mobile data network, Three carries more data than all other operators combined at 61.8% and is investing significantly in its network to cater for this continued growth in data traffic well in to the future.
Our appetite for apps to support communication, consume news and entertainment, work and relax is far reaching. An opportunity exists for parents to learn more about the range of measures available to them to protect children when they are online.
The Connected Business Introduction The Connected Business examines online shopping habits, engagement with brands and the innovations respondents want to see. In part one of the report, released in Q4 2017, and part two, released in Q1 2018, The Connected Business revealed the extent to which people in Ireland shop online, the value shoppers place on digital customer care and how consumers engage with companies and brand influencers. This report explores the sometime thorny issue of social media influencers as brand ambassadors as well as the increasing openness to mobile banking services. The influence of influencers and social media advertising It s a fact that an increasing number of businesses are turning to bloggers to promote their products and brands. In recent months, there has been a heightened focus on the advertising rules associated with such partnerships. Overall, more than a quarter of those surveyed (28%) follow bloggers or influencers online, rising to as high as 60% of those aged 16-24 and 50% of those aged 25-34. Following bloggers is almost twice as popular with women as men (36% versus 20%). Of those who are fans of influencers, almost half (47%) follow less than five, while one in ten (9%) follows over 20. Not unsurprisingly, three quarters of respondents (76%) say they don t trust celebrity or influencer endorsements. However, one fifth of participants (19%) admit that they have actually bought something as a result of a recommendation from a blogger they follow online. For companies which pay for collaborations with social media stars, it s interesting to note that when it comes to brand trust, 38% of those who follow influencers say they ignore posts which are marked as being paid promotions. When asked about personal data being used for targeted advertising, 77% of respondents say they do not approve of social media sites and third parties accessing personal data for this purpose - this is consistent across the different age demographics from 71% of 16-24 year olds to 87% of those aged 55 and older. Online shopping habits The importance of a mobile-friendly website can t be underestimated for businesses over one fifth of respondents (21%) use their smartphone to purchase goods or services online two or three times per month, while almost one in ten (9%) shop on their mobile weekly and 15% buy online using their mobile once a month. Over one third of online shoppers (34%) spend as much as 30 each month via their smartphone The popularity of Irish websites is growing compared to foreign sites. At present, the share of Irish websites in online purchases now stands at 49% - up from 42% in Q4 2017.
Hatching holiday plans and sharing recommendations When planning holidays, most respondents (50%) still reach for a laptop, however almost a third (30%) now book breaks using a smartphone. Almost half of those aged 25-34 (47%) prefer to book on mobiles and the popularity of this method is particularly high among people aged 35-44 (43%). Respondents aged 16-24 and 45-54 are also fans of booking on mobile, at 33% and 26% respectively, but it drops to just 14% for people aged 55 and over. Meanwhile, one third of those polled (33%) have used a smartphone to leave a review on a website such as Tripadvisor after visiting a restaurant or hotel. 25-34 years olds are most likely to do so at 36%, while those aged 55 and older are least likely, at 29%. Banking and bill splitting apps When it comes to accessing banking apps, 71% of those polled say they trust that their phone is secure - this rises to 82% among 16-24 year olds and 78% of both 25-34 year olds and 35-44 year olds. Older respondents are less trusting at 65% of 45-54 year olds and just 61% of respondents aged 55 and over. This trust clearly carries through when examining how respondents would like to use mobile banking. 78% of respondents greatly value mobile banking - this rings true across both genders and all age groups - 79% of 16 24 year olds, 87% of 25-34, 84% of 35-44 and 70% of 55 and older, and 76% of men and 80% of women. The perceived value of mobile banking is echoed by the value respondents place on cashless payments. The attraction of using smartphones to make minor payments is growing. 49% of respondents in the Q4 2017 poll valued using their smartphone to make cashless payments. We see this sentiment rose in Q2 2018, to 55% of respondents. This desire for cashless payments is stronger in younger demographics where 67% of 16-24 year olds say they would value being able to make cashless payments, compared to 44% of those aged 55 and over. Interestingly, the perceived value of new technologies such as bill splitting apps is lower, with only 45% of respondents saying they would really value this service. Fig. 6: Would you value a bill splitting app feature on your mobile phone that allows payments to friends? 16-24 25-34 35 44 45-54 55+ Female Male Would value 63% 68% 52% 35% 26% 50% 40% Communicating with colleagues In the workplace, it s unsurprising that phone calls and emails are the most popular methods of communication with colleagues (43% each) but it s interesting that over one third of those surveyed (36%) also share text messages with co-workers and three in ten (30%) use messenger apps like Whatsapp to keep in contact with colleagues. Almost four in 10 say their work life is more flexible due to being able to operate remotely using their mobile phone or tablet and over half (55%) say they rely
more on mobile data to help them work now than they did last year. This is particularly relevant given the extreme weather events the country has experienced in recent months. Key Takeaway While social media users have mixed opinions about paid partnerships between brands and influencers, many of those who follow influencers admit to being swayed into purchases following recommendations from them. This highlights both the value to business of having websites that are compatible with mobile phones, where much of the online shopping activity is focused, and the importance of the availability of data to support the growth of mobile-enabled commerce.
The Connected Citizen Introduction The Connected Citizen examines how respondents currently engage with, or would like to interact with, public services. In Parts one and two, The Connected Citizen shed light on our appetite for public services being delivered digitally, and the value we place on data privacy during these engagements. Part three examines demand for mobile voting and the ongoing concerns around privacy and data protection. Interaction with government departments The majority of those polled (51%) have interacted with a government department in the last 12 months - this is consistent across the various age groups, with a high of 61% in respondents aged 55 and over. It s slightly higher in men at 58%, compared to 44% of women. The most popular services being accessed online are car tax services (63% online, compared to 19% offline), revenue online (57% online, compared to 17% offline) and income tax services (46% online, compared to 26% offline). On the other hand, the most popular services being accessed offline are the passport office (18% offline, versus 15% online), Gardaí (23% offline, compared to 10% online) and the Department of Social Protection (34% offline, compared to 17% online).
Fig. 7: Which departments or authorities have you dealt with in the past 12 months, and how did you interact with them? No interaction Online (mobile, app or website) Offline (Post, face-to-face, phone) Car tax 19% 63% 19% Revenue Online 26% 57% 17% Income tax 28% 46% 26% Property tax 47% 32% 21% Water tax 59% 22% 20% Department of Social Protection 49% 17% 34% Passport Office 67% 15% 18% Other* 73% 13% 14% Gardai 67% 10% 23% *Please specify: NDLS, HSE / health services, foreign offices, Department of Agriculture and Social Welfare Engagement levels with online public service providers is consistent across all three quarterly surveys, as is the appetite for government to make better use of mobile phones to provide services to citizens, with 73% of respondents agreeing with this statement in part two of the report in Q2 2018.
27 27 28 73 73 72 Fig. 8: Do you believe the Government could make better use of mobile phones to provide services to citizens? Yes No Q 2 2 0 1 8 Q 1 2 0 1 8 Q 4 2 0 1 7 Hungry for more mobile services 77% of respondents say they would be interested in a secure Government app that gives citizens access to all their public services in one place, including PRSI entitlements, booking an NCT, motor tax renewal etc. When asked which mobile services they would value most across a broad range of services, it s not surprising that, in the wake of storms Ophelia and Emma, 77% of respondents are open to getting text message or app alerts about local emergencies such as flooding or fallen trees. Three quarters (75%) say they would value a service which issues traffic alerts about specific locations. Security alerts are also popular, with 67% of respondents saying they would like a service which allowed them to send a photo of suspicious people or cars in the local area to authorities.
Fig. 9: How likely is it that you would use your mobile phone for each of the following if the option was available? Would not use Would use your mobile Receive text message or app alerts about local 22 77 emergencies such as flooding, fallen trees Get traffic alerts specific to your location when there 26 75 are significant delays/detours or broken traffic lights Send photo of suspicious people/cars in your area 34 67 to the local Gardaí Answer a local government survey about what local 34 65 citizens want Apply for a new drivers licence 38 63 Apply for an on-street parking space with your local 38 61 authority Apply for a dog licence 39 61 Send photo of someone parked illegally in a 40 60 disabled parking space to local traffic wardens Apply for a new passport 42 58 Mobile voting Despite a disappointing experience with electronic voting in Ireland in the early noughties, it appears times have changed. A clear majority of respondents (54%) are open to using their mobiles to exercise their voting rights. This is true across all age groups except those aged 55 and over, where support is at 45%. Consistently, over the three quarterly reports, the majority of respondents agree that they are likely to use their mobile to vote in a general election if it was possible. Fig. 10: How likely is it that you would use your mobile phone to vote in a general election if the option was available? 56 54 52 50 48 46 44 42 Q4 2017 Q1 2018 Q2 2018 Would Use Would Not Use
The recent referendum had an exceptionally high turnout of younger voters when compared to previous referendums and general elections. The research suggests this could rise further in the future if voting via mobile was an option. 54% of respondents say they would use their mobile to vote in a referendum. Younger people are most open to the idea, with 60% of 16-24 year olds saying they would do so, compared to 44% of those aged 55 and over. Fig. 11: How likely is it that you would use your mobile phone to vote in a referendum if the option was available? 70% 60% 50% 40% 30% 20% 10% 0% Would not use mobile Would use mobile TOTAL 16-24 25-34 35-44 45-54 55+ Male Female When asked about how they decided to vote on the recent referendum on the 8 th Amendment, traditional print and broadcast media was the primary source of information for 50% of those surveyed. Almost a third (29%) formed their opinion by discussing the matter with friends or family members, while one in four (25%) said they accessed websites for information on the key arguments. Less than one in ten (9%) relied on public representatives to keep them up to date on the topic, with campaign leaflets and canvassers accounting for over a fifth at 21%. It s an interesting finding since the Q1 2018 report suggested that people are relying more on social media rather than traditional media as their primary source of news and current affairs. Rating public servants When asked about bringing online reviews to the public sector, respondents are open to using such a platform. 55% of those surveyed say they would use their phone to rate their local councillor s work in the community, while 55% are open to rating the performance of their local TD on mobile.
42% 61% 60% 65% 72% 71% 72% 76% 76% Fig. 12: How likely is it that you would use your mobile phone to rate your local representatives if the option was available? Would not Would use use To rate your local councillors in 45% 55% terms of their work for your community To rate your local TDs in terms of their work for your constituency 45% 55% Trust in private companies When it comes to the safety of personal data held by private companies, the three phases of the Three Connected Ireland report undertaken to date have shown consistently high levels of concern. In both quarterly reports in 2018, 72% of respondents say they re concerned about the safety of their data a significant increase from 61% in the Q4 2017 report. Women are slightly more worried than men about the security of their data privacy, with 74% of women and 71% of men expressing concern in Q2 2018, compared to 62% of women and 60% of men in Q4 2017. Concern amongst 16-24 year olds grew significantly in the Q1 2018 -up to 72%-but has fallen back in the latest poll to 60%. Fig. 13: To what extent are you concerned about the safety of your personal information held by private companies? TOTAL 16-24 55+ Q 4 2 0 1 7 Q 1 2 0 1 8 Q 2 2 0 1 8
43% 57% 55% 59% 60% 65% 68% 66% 65% Trust in public services Across each quarterly phase of the Three Connected Ireland report to date, we can see that strong majorities have concerns about data protection. However, respondents appear to trust public organisations and services more than private companies. The latest research shows that 66% of respondents are concerned about their data when it comes to public services, compared with 57% in Q4 2017. As with private companies, women are slightly more concerned than men when it comes to their data held by public services, with 67% of women and 64% of men concerned in Q2 2018, compared to 67% of women and 63% of men in Q4 2017. The below chart shows respondents are increasingly concerned about their data held by public service providers over the three quarterly phases of the Three Connected Ireland Report. Fig. 14: To what extent are you concerned about the safety of your personal information held by public service organisations? TOTAL 16-24 55+ Q 4 2 0 1 7 Q 1 2 0 1 8 Q 2 2 0 1 8 Key Takeaway From all of the Three Connected Ireland reports to date, it is clear that citizens are increasingly comfortable using their mobile phones to access public services and there is pent up demand for an enhanced digital relationship between citizens and government, especially one powered by mobile technologies and apps. The challenge will be for the public sector to prove it s as agile in meeting this demand as the private sector has been to date and for both public and private bodies to ensure data protection is tightly guarded.
Conclusion Where now? The Three Connected Ireland Report has presented a multi-faceted picture of smartphone usage in Ireland and its future potential. This report highlights the ongoing impact of mobile technology across our personal and working lives, integrating seamlessly into our lifestyles but also blurring the lines between our work and home lives. New working patterns are emerging, driven by improvements in digital technology in general and mobile in particular, which create opportunities for higher productivity. Further developments aimed at improving our physical and mental health is likely to be a major driver of service innovation and adoption it the years ahead. In the period between the Q1 2018 and Q2 2018 reports, Three announced a three year partnership with Jigsaw, the National Centre for Youth Mental Health in Ireland which will see the delivery of e-jigsaw, a one-of-a-kind digital portal to support the mental health needs of young people. We will continue monitor the evolution of Ireland s economy and society as mobile technologies and services drive transformation in our lives as consumers, workers and citizens.