With over three quarters of adults in the Republic of Ireland now owning a smartphone and with over 60% of these connecting to the internet through their phone several times a day, mobile has finally taken centre stage for most marketers.
The latest data from Kantar Media’s TGI study in the Republic of Ireland reveals in detail who these frequent smartphone internet users are and how they interact with their phones.
According to Kantar Media, they are significantly more likely than the average smartphone users to undertake a whole host of functions on their mobile. Amongst the most significant, they are 52% more likely than the average smartphone user to regularly watch TV on their phone, 49% are more likely to shop via their phones while and 41% more likely to regularly participate in games, contests and votes.
This is a symptom of how engaged with their mobile they are generally. TGI data shows they are also 47% more likely to send over 20 texts per day and 26% more likely to change or upgrade their phone every 12 months.
However, despite this greater engagement with their mobiles, this group is not significantly more likely than the average smartphone owner to either receive or respond to adverts to their phone. Nor are they significantly more likely to have a very high (€75 or more) average monthly mobile spend.
The top differentiating attitudes of these heavy smartphone internet users reinforce their commitment to their mobiles. They are 26% more likely than the average smartphone owner to agree that they couldn’t live without their smartphone and 22% more likely to agree that they feel they need to check social networking sites every day.
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