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Mobile Consumer Survey 2018: The Irish cut

Posted By Deloitte, Wednesday 21 November 2018
Updated: Tuesday 20 November 2018

56% of Irish consumers think they use their phones too much while half of us believe our partners use their phones too much Deloitte survey

  • Irish smartphone users look at their phones 55 times a day on average, down from 57 in 2017. 13% admit to checking their phones over 100 times a day
  • 20% of Irish adults check their phones within 5 minutes of waking up, down from 27% in 2017
  • 1 in 5 believe their parents use their mobile phones too much
  • 68% of 18-24 year olds watch live videos or stories on social media every day
  • Access to tablets among the 65+ market has grown from 57% in 2017 to 70% in 2018 and the number of +65 year olds with access to an e-reader has increased from 30% to 45%.
  • 62% of Irish smartphone users make at least one call a day, as against a global average of 49% with only 38% of respondents in the UK making daily calls. Our use of SMS, VOIP, instant messaging, e-mail and social media is all above the international average.
  • Samsung remains the most popular brand across respondents with 32% of the market, with Apple at 29%


Visit to download the report.

Irish consumers are beginning to change their habits to curb their smartphone addictions, according to a new report from Deloitte. 56% think that they are using their phones too much, an increase from 50% at the same time in 2017. Irish smartphone users currently look at their phones 55 times a day on average down from 57 last year.

Deloitte’s annual Mobile Consumer Survey is a comprehensive survey of over 1,000 Irish people to assess their behaviour and usage of mobile devices and their views on this. This year’s survey reveals that a massive 97% of Irish consumers have access to some form of mobile phone (smartphone/phone), with 93% having access to a smartphone, and that 98% of smartphone owners use their devices on a daily basis.

Commenting on the report Richard Howard, Partner and Head of Technology, Media and Telecommunications at Deloitte, said: “In the 2018 Deloitte Mobile Consumer Survey we have started to see a balancing in our addiction to smartphones. Irish consumers appear to be recognising the over-reliance we have on our devices, and are beginning to make conscious efforts to reduce screen time. 2018 is also the year where we are finding the phone starting to replace cash and cards as a primary means of payment, which highlights how the smartphone has become intertwined into our daily lives.


Are we using our phones too much?

35% of people surveyed said that they experience increased levels of distraction as a result of using their mobile phones when trying to complete a task. 50% of us believe our partners use their mobile phones too much and 1 in 5 consumers believe that their parents use their mobiles too much. 13% of Irish adults admit to checking their phones over 100 times a day (down from 16% in 2017) while 20% of Irish adults check their phones within 5 minutes of waking up (down from 27%).


What are we using our phones for?

The survey reveals that 73% of people have used mobile/online banking on their phones, a 5% increase on 2017. In fact, mobile phones are the preferred device for checking bank balances across 50% of respondents, and 52% use a contactless payment app.

41% of Irish consumers pay for a music subscription: Spotify is the leading player in the Irish market with 33% of those surveyed subscribed to the service. 35% are subscribed to a newspaper in return for exclusive reporting. 27% stream a film or TV series at least once a week: Netflix is the most popular subscription service among respondents with 53% having access to the service. 16% purchase a product online at least once a week; 33% use their phones to monitor their fitness levels. The majority (68%) of 18-24 year olds watch live videos or stories on social media on a daily basis.

79% of Irish people use their smartphones for work-related business activities.


How do we secure our devices?

There has been a 9% growth in the use of fingerprint recognition year-on-year, with 39% of Irish people now regularly using the function to authorise transactions. However, the overall uptake is reluctant with 84% still using a PIN.

87% of consumers report being concerned about how online companies share their personal data with third parties. Despite this, 23% say that they always accept terms and conditions without reading them. 9% of respondents claimed that they have never shared personal information online.


What factors influence us when buying a new phone?

51% of Irish consumers are purchasing their new phones in store (down from 55% in 2017). 81% of Irish people consider the quality of their mobile network’s data coverage to be very important. Pay-as-you-go is the most popular payment plan among 18-24 year olds, with 76% opting for this. Across all Irish respondents, 41% opt for this payment plan.

Mobile Consumer Survey 2018: The Irish cut

About Deloitte’s 2018 Mobile Consumer Survey

Deloitte’s 2018 Mobile Consumer Survey is the Irish data cut of Deloitte’s Global Mobile Consumer Survey, a multi-country study of mobile phone users around the world. The 2018 study comprises of over 54,000 respondents across 35 countries and five continents.

Other areas of interest dealt with as part of the survey include:

  • Views on network operators
  • Mobile device buying preferences
  • Usage of communication services on mobile devices
  • Machine learning trends in mobile applications
  • Home internet trends
  • Mobile phone usage for work

Data cited in the Irish report is based on a nationally representative sample of 1,000 consumers aged 18-75. The sample follows a country specific quota on age,
Irish gender, region and socio-economic status. Fieldwork took place during June 2018 and was carried out online by Ipsos MORI, an independent research firm, based on a question set provided by Deloitte.


About Deloitte

At Deloitte, we make an impact that matters for our clients, our people, our profession, and in the wider society by delivering the solutions and insights they need to address their most complex business challenges.

As the largest global professional services and consulting network, with approximately 263,900 professionals in more than 150 countries, we bring world-class capabilities and high-quality services to our clients.

In Ireland, Deloitte has nearly 3,000 people providing audit, tax, consulting, and corporate finance services to public and private clients spanning multiple industries. Our people have the leadership capabilities, experience and insight to collaborate with clients so they can move forward with confidence.

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