Table of Contents
Issues in the Market
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- Key themes in the report
- Consumer data
- Definition
- Abbreviations
Future Opportunities
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- Switch Off
- Let's Make a Deal
- Access Anything, Anywhere
Market in Brief
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- Irish economy recovering, but consumer spending set to remain low
- Internet usage increasing
- How consumers access the internet changing
- Technology device ownership
- Funding technology purchases
- Impact of technology on the Irish
- Positive effects of technology
- Negative effects of technology
- Future expectations
Economic Outlook for RoI and NI
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- Key points
- Tentative economic recovery for both NI and RoI
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- Figure 1: Economic outlook, NI and RoI, 2010-13
- NI consumer confidence at a lower point than 2011
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- Figure 2: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, June 2008-June 2012
- RoI consumers ‘cautiously optimistic’
- Consumer prices remain high in 2012
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- Figure 3: Consumer price index, UK, June 2010-June 2012
- Figure 4: Consumer price index, UK, June 2010-June 2012
- Irish consumers still trapped under heavy debt burden
- Disposable income levels drop in 2012
- Unemployment sees slight increase in 2012
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- Figure 5: ILO unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
- Technology helping job seekers
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- Figure 6: Consumers who currently use LinkedIn, NI and RoI, 2009-12
Social Trends in RoI and NI
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- Key points
- Internet access keeps increasing
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- Figure 7: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
- Broadband connection a must for many
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- Figure 8: Consumers with a broadband connection at home, NI and RoI, 2006-11
- More consumers accessing broadband at home and using smartphones
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- Figure 9: How consumers access the internet, NI and RoI, September 2009 and July 2012
- NI consumers spend more time online per day in 2012
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- Figure 10: Daily internet usage, NI and RoI, September 2009 and July 2012
- Ageing population
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- Figure 11: Population, by age, NI, 2008-24
- Figure 12: Population, by age, RoI, 2006-26
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- Figure 13: Consumers who accessed the internet in the last 12 months, by age, NI and RoI, 2011
- Nintendo and old folks
- Burglary and fraud increase in RoI, while all crimes decrease in NI
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- Figure 14: Selected recorded crime incidents, by offence group, NI and RoI, 2008-11*
- Technology-related crime on the increase
- Obesity continues to be a big issue
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- Figure 15: Consumer agreement with selected statements relating to health and diet, NI and RoI, 2011
- Technology and the internet might be making us fat
Sector Focus – Grocery Retailing
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- Key points
- Tesco controls huge share of NI and RoI grocery market
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- Figure 16: Food retailers shopped at in the last month, NI and RoI, February 2012
- Effects of cost saving slowing market growth
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- Figure 17: All grocery sales, RoI and NI, 2007-12
- Technology being used to help control household food budgets
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- Figure 18: Agreement with the statement ‘It has changed the way I shop for groceries (eg online/using price comparison sites)’, NI and RoI, July 2012
- Slight increase in online grocery usage
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- Figure 19: Consumers who bought groceries (for home delivery) online in the last 12 months, NI and RoI, June 2011 and February 2012
- Who shops for groceries online?
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- Figure 20: Consumers who bought groceries (for home delivery) online in the last 12 months, by gender, age and location, NI and RoI, February 2012
- Mobile apps make grocery shopping easier
Sector Focus – Alcohol
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- Key points
- Alcohol consumption rates continue to slide in NI
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- Figure 21: Alcohol consumption in the last 12 months, NI and RoI, 2007-11
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- Figure 22: Frequency of alcohol consumption, NI and RoI, 2011
- On-trade value sinks, as off-trade value soars
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- Figure 23: Alcohol sales, by on-trade and off-trade, all-Ireland, 2005-12
- Downturn driving in-home parties
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- Figure 24: Agreement with statements relating to in-home entertainment, NI and RoI, July 2012
- High level of entertainment equipment facilitating nights in
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- Figure 25: Selected technology devices currently owned by consumers, NI and RoI, July 2012
- Apps helping consumers to boost alcohol sales
Sector Focus – Foodservice
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- Key points
- IoI foodservice value stagnates in 2012
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- Figure 26: Estimated value of the Irish foodservice market (at consumer prices), NI, RoI and IoI, 2007-12
- Restaurants and takeaways the most popular type of foodservice outlets
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- Figure 27: Types of foodservice establishments eaten at in the last 12 months, NI and RoI, 2011
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- Figure 28: Estimated value (€m) of the Irish foodservice market, by sector, IoI, 2011
- Deal-of-the-day websites could help bring more diners back to restaurants
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- Figure 29: Top five deal-of-the-day websites subscribed to, NI and RoI, February 2012
- More consumers accessing online restaurant reviews
Sector Focus – Tourism
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- Key points
- Domestic tourism levels continue to grow in NI and RoI
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- Figure 30: Estimated domestic visitor numbers, IoI, RoI and NI, 2007-12
- Spending by domestic tourists down in RoI
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- Figure 31: Estimated revenue generated from domestic visitors, IoI, RoI and NI, 2007-12
- Consumers less likely to take a holiday overall
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- Figure 32: Taken a holiday or short break in the last 12 months, NI and RoI, 2007-11
- Internet a key channel for holiday information
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- Figure 33: Source of information for holidays or short breaks, NI and RoI, 2011
- Internet also the key channel for booking holidays and short breaks
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- Figure 34: How holiday or short break booked, NI and RoI, 2011
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- Figure 35: Top ten items bought online in the last 12 months, NI and RoI, February 2012
Sector Focus – Financial Services
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- Key points
- One in five Irish consumers access their finances online daily
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- Figure 36: Method and frequency of accessing current account, NI and RoI, July 2012
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- Figure 37: Agreement with the statement ‘I am more aware of personal finance than I used to be’, NI and RoI, 2007-11
- Balance enquiry top online banking action
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- Figure 38: Services carried out with online banking facility in the last 12 months, RoI and NI, 2011
- Strong growth in online banking
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- Figure 39: Number of consumers registered for online banking services, RoI, Q1 2007-Q4 2011
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- Figure 40: Number of times accounts accessed online and number of online transactions, Q4 2009-Q4 2011
The Consumer – Ownership of Technology Products
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- Key points
- ‘Basic’ technology devices show highest ownership levels
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- Figure 41: Consumer ownership of various devices, NI and RoI, July 2012
- Four in five Irish consumers own a laptop or netbook
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- Figure 42: Consumer ownership of portable computer (eg netbook, laptop), by age, NI and RoI, July 2012
- Students and full-time workers more likely to own a laptop
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- Figure 43: Consumer ownership of portable computer (eg netbook, laptop), by working status, NI and RoI, July 2012
- Over three quarters of Irish consumers own a DVD or Blu-ray player
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- Figure 44: Consumer ownership of DVD or Blu-ray player, by number of children in household, NI and RoI, July 2012
- Low intention to upgrade or buy
- HDTV shows a high level of ownership
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- Figure 45: Consumer ownership of HDTV, by age, NI and RoI, July 2012
- TV benefits from being seen as cheap entertainment
- Few own 3DTVs, and few intend to buy them
- Almost two thirds use subscription TV services
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- Figure 46: Consumer ownership of subscription TV service vs. free-to-air digital TV, NI and RoI, July 2012
- Standard mobile phones usage in NI overtaken by smartphones
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- Figure 47: Consumer ownership of standard mobile phones vs. smartphone, NI and RoI, July 2012
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- Figure 48: Consumer ownership of smartphones, by social class, NI and RoI, July 2012
- Smartphones show a high level of intention to buy
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- Figure 49: Consumers who intend to buy a smartphone vs. standard mobile phone in the next 12 months, NI and RoI, July 2012
- Over half own a video games console
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- Figure 50: Consumers who own a games console, by gender and age, NI and RoI, July 2012
- Computer tablets the most wanted item
The Consumer – Funding Technology Purchases
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- Key points
- Three quarters of consumers save up to buy technology products
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- Figure 51: Methods of funding technology product purchases, NI and RoI, July 2012
- Most consumers prefer to save up for technology items
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- Figure 52: Agreement with the statement ‘If there's something I want I save up for it’, NI and RoI, 2007-11
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- Figure 53: Agreement with the statement ‘I save my money’, by gender, NI and RoI, July 2012
- Waiting for Santa to arrive…
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- Figure 54: Agreement with the statement ‘I wait for Christmas/birthday for my parents/significant other to buy for me’, by gender and age, NI and RoI, July 2012
- …it could be a long wait though
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- Figure 55: Gifts purchased for Christmas 2010, NI and RoI, March 2011
- Consumers reluctant to use credit cards
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- Figure 56: Estimated number of credit cards, IoI, 2005-12
- Only 1% use payday loans
The Consumer – Impact of Technology on the Irish
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- Key points
- The internet is seen as a powerful research tool
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- Figure 57: Agreement with statements relating to how technology and the internet have changed consumers’ lives, NI and RoI, July 2012
- The internet is the first port of call for information
- 35-64s have a greater appreciation of the internet as a research tool
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- Figure 58: Agreement with the statement ‘The internet is useful for answering almost any question I have’, by age, NI and RoI, July 2012
- Tourism revolutionised by the internet and technology
- Low-affluence consumers less likely to use the internet for holidays
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- Figure 59: Agreement with the statement ’It has changed the way I book/ source information on holidays’, by social class, NI and RoI, July 2012
- The net has changed how we entertain ourselves
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- Figure 60: Agreement with the statement ‘It has changed the way I entertain myself (eg games/ TV)’, by gender, NI and RoI, July 2012
- TV viewing habits also changed
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- Figure 61: Agreement with statements regarding online viewing, NI and RoI, 2011
- Downloading entertainment, rather than buying physical copies
- Changing how consumers interact with one another
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- Figure 62: Agreement with the statement ‘Technology and the internet have changed the way I interact with the people in my life’, by age, NI and RoI, July 2012
- Social networks bring a wave of change
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- Figure 63: Social networks used on a daily basis by consumers, NI and RoI, July 2012
- Changes in how consumers use mobile phones
- One in ten Irish consumers claim they get less sleep
- Few worry about monitoring their kids
The Consumer – Positive Impact of Technology
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- Key points
- The positives of technology
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- Figure 64: Agreement with statements relating to the positive impact of the internet and technology, NI and RoI, July 2012
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- Figure 65: Number of people leaving RoI (Irish nationals only), 2009-12
- Internet seen as a rich source of information
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- Figure 66: Agreement with the statement ’The internet is the best information tool available’, by gender, NI and RoI, July 2012
- Internet killing print media
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- Figure 67: Trends in the readership* of national daily newspapers**, UK, 2001 and 2011
- The internet and technology is interesting and exciting
- RoI rural consumers less enthused
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- Figure 68: Agreement with the statement ‘I find technology and the internet interesting and exciting’, by location, NI and RoI, July 2012
- Internet helping consumers to cut back on costs
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- Figure 69: Most important factors when shopping, NI and RoI, 2009-11
- Quarter see smartphones as good life management tools
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- Figure 70: Agreement with the statement ’I see gadgets like smartphones as good life management tools’, by working status, NI and RoI, July 2012
- There is an app for everything
The Consumer – Negative Impact of Technology
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- Key points
- Irish consumers worried about exposure
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- Figure 71: Agreement with statements relating to the negative impact of technology and the internet, NI and RoI, July 2012
- Online fraud and identity theft increase
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- Figure 72: Agreement with the statement ‘I worry my personal details are at risk of exposure (eg identity theft)’, by gender and age, NI and RoI, July 2012
- Consumers worry about offline crime too
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- Figure 73: Agreement with the statement ‘Carrying around expensive gadgets can be dangerous (ie risk of being a victim of theft)’, by age, NI and RoI, July 2012
- Technology can be a ‘time sink’
- Many feel the internet distracts from work
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- Figure 74: Agreement with the statement ’Technology and the internet can be a distraction from work or schoolwork’, by gender, NI and RoI, July 2012
- One in five Irish consumers feel anxious when switching off
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- Figure 75: Agreement with the statement ‘I feel anxious when I’m cut off from technology and the internet’, by age, NI and RoI, July 2012
- Danger to mental health
- Danger to physical health
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- Figure 76: Agreement with the statement ’I worry about the effects of technology and the internet on my general health/ health of my family ‘, by number of children in household, NI and RoI, July 2012
The Consumer – Future Expectations
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- Key points
- Smart home security and lighting a priority
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- Figure 77: Types of products that Irish consumers would be willing to pay more for in the future, if made available to them, NI and RoI, July 2012
- Keeping an eye on your home
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- Figure 78: Consumers willing to pay more for a home security system/ burglar alarm that can be controlled remotely via a mobile phone app, by age, NI and RoI, July 2012
- Apps like this are already available
- Over a third interested in smart washing machines
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- Figure 79: Consumers willing to pay more for a smart washing machine, by gender, NI and RoI, July 2012
- Smart fridges also in demand
- LG launching smart fridge
Consumer Target Groups
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- RoI target groups
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- Figure 80: Consumer typologies, RoI, July 2012
- Technology Worried
- Technorati
- The Informed
- Infrequent Users
- NI target groups
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- Figure 81: Consumer typologies, NI, July 2012
- Uninterested
- Technology Concerned
- Social Networkers
- Online Savers
Appendix
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- RoI Toluna data
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- Figure 82: Consumer ownership of portable computer (eg netbook, laptop), by demographics, RoI, July 2012
- Figure 83: Consumer ownership of tablet computer (eg iPad), by demographics, RoI, July 2012
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- Figure 84: Consumer ownership of DVD or Blu-ray player, by demographics, RoI, July 2012
- Figure 85: Consumer ownership of games console (eg Xbox 360, Nintendo Wii, PS3 etc), by demographics, RoI, July 2012
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- Figure 86: Consumer ownership of dedicated MP3 player (only plays music – eg iPod classic etc), by demographics, RoI, July 2012
- Figure 87: Consumer ownership of HDTV (plasma or LCD), by demographics, RoI, July 2012
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- Figure 88: Consumer ownership of 3D-enabled TV, by demographics, RoI, July 2012
- Figure 89: Consumer ownership of free-to-air digital TV/ set-top box, by demographics, RoI, July 2012
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- Figure 90: Consumer ownership of subscription TV service (eg Sky), by demographics, RoI, July 2012
- Figure 91: Consumer ownership of portable media player (eg iPod touch etc), by demographics, RoI, July 2012
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- Figure 92: Consumer ownership of portable gaming device (eg PSP, Nintendo DS etc), by demographics, RoI, July 2012
- Figure 93: Consumer ownership of standard mobile phone, by demographics, RoI, July 2012
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- Figure 94: Consumer ownership of smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, RoI, July 2012
- Figure 95: Consumer ownership of eReader (eg Kindle), by demographics, RoI, July 2012
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- Figure 96: Consumer ownership of GPS device, by demographics, RoI, July 2012
- Figure 97: Consumer ownership of contactless payment system, by demographics, RoI, July 2012
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- Figure 98: Consumer ownership of other devices, by demographics, RoI, July 2012
- Figure 99: Methods of funding purchase of expensive technology devices, by demographics, RoI, July 2012
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- Figure 100: Methods of funding purchase of expensive technology devices, by demographics, RoI, July 2012 (continued)
- Figure 101: How technology and the internet have changed the lives of Irish consumers, by demographics, RoI, July 2012
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- Figure 102: How technology and the internet have changed the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
- Figure 103: How technology and the internet have changed the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
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- Figure 104: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012
- Figure 105: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
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- Figure 106: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
- Figure 107: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012
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- Figure 108: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
- Figure 109: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, RoI, July 2012 (continued)
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- Figure 110: Products that consumers would be willing to pay more for in the future, by demographics, RoI, July 2012
- Figure 111: Products that consumers would be willing to pay more for in the future, by demographics, RoI, July 2012 (continued)
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- Figure 112: Consumer typologies, by demographics, RoI, July 2012
- Figure 113: Methods of funding purchase of expensive technology devices, by consumer typologies, RoI, July 2012
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- Figure 114: How technology and the internet have changed the lives of Irish consumers, by consumer typologies, RoI, July 2012
- Figure 115: Positive effects of technology and the internet on the lives of Irish consumers, by consumer typologies, RoI, July 2012
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- Figure 116: Negative effects of technology and the internet on the lives of Irish consumers, by consumer typologies, RoI, July 2012
- Figure 117: Products that consumers would be willing to pay more for in the future, by consumer typologies, RoI, July 2012
- NI Toluna data
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- Figure 118: Consumer ownership of portable computer (eg netbook, laptop), by demographics, NI, July 2012
- Figure 119: Consumer ownership of tablet computer tablet (eg iPad), by demographics, NI, July 2012
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- Figure 120: Consumer ownership of DVD or Blu-ray player, by demographics, NI, July 2012
- Figure 121: Consumer ownership of games console (eg Xbox 360, Nintendo Wii, PS3 etc), by demographics, NI, July 2012
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- Figure 122: Consumer ownership of dedicated MP3 player (only plays music – eg iPod classic etc), by demographics, NI, July 2012
- Figure 123: Consumer ownership of HDTV (plasma or LCD), by demographics, NI, July 2012
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- Figure 124: Consumer ownership of 3D-enabled TV, by demographics, NI, July 2012
- Figure 125: Consumer ownership of free-to-air digital TV/ set-top box, by demographics, NI, July 2012
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- Figure 126: Consumer ownership of subscription TV service (eg Sky), by demographics, NI, July 2012
- Figure 127: Consumer ownership of portable media player (eg iPod touch etc), by demographics, NI, July 2012
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- Figure 128: Consumer ownership of portable gaming device (eg PSP, Nintendo DS etc), by demographics, NI, July 2012
- Figure 129: Consumer ownership of standard mobile phone, by demographics, NI, July 2012
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- Figure 130: Consumer ownership of smartphone (eg iPhone, HTC, BlackBerry etc), by demographics, NI, July 2012
- Figure 131: Consumer ownership of eReader (eg Kindle), by demographics, NI, July 2012
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- Figure 132: Consumer ownership of GPS device, by demographics, NI, July 2012
- Figure 133: Consumer ownership of contactless payment system, by demographics, NI, July 2012
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- Figure 134: Consumer ownership of other devices, by demographics, NI, July 2012
- Figure 135: Methods of funding purchase of expensive technology devices, by demographics, NI, July 2012
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- Figure 136: Methods of funding purchase of expensive technology devices, by demographics, NI, July 2012 (continued)
- Figure 137: How technology and the internet have changed the lives of Irish consumers, by demographics, NI, July 2012
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- Figure 138: How technology and the internet have changed the lives of Irish consumers, by demographics, NI, July 2012 (continued)
- Figure 139: How technology and the internet have changed the lives of Irish consumers, by demographics, NI, July 2012 (continued)
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- Figure 140: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012
- Figure 141: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012 (continued)
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- Figure 142: Positive effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012 (continued)
- Figure 143: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012
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- Figure 144: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012 (continued)
- Figure 145: Negative effects of technology and the internet on the lives of Irish consumers, by demographics, NI, July 2012 (continued)
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- Figure 146: Products that consumers would be willing to pay more for in the future, by demographics, NI, July 2012
- Figure 147: Products that consumers would be willing to pay more for in the future, by demographics, NI, July 2012 (continued)
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- Figure 148: Consumer typologies, by demographics, NI, July 2012
- Figure 149: Methods of funding purchase of expensive technology devices, by consumer typologies, NI, July 2012
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- Figure 150: How technology and the internet have changed the lives of Irish consumers, by consumer typologies, NI, July 2012
- Figure 151: Positive effects of technology and the internet on the lives of Irish consumers, by consumer typologies, NI, July 2012
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- Figure 152: Negative effects of technology and the internet on the lives of Irish consumers, by consumer typologies, NI, July 2012
- Figure 153: Products that consumers would be willing to pay more for in the future, by consumer typologies, NI, July 2012
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