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Mobile Consumer Survey 2016: The Irish Cut

Posted By Deloitte, Wednesday 14 December 2016
Updated: Tuesday 13 December 2016

There's no place like phone

Deloitte conducts a Global Mobile Consumer Survey each year. 2016 is the first year that Deloitte surveyed a representative sample of the Irish market. The aim was to gain insight into the trends and behaviours which arise from the adoption of mobile technology. The research carried out provides insight to businesses on the trends which are shaping opportunities in their markets. We are also able to compare the rate of adoption of mobile technology and services in the Irish market to show the potential for disruption. 

deloitte mobile consumer survey


  • By mid-2017, consumers intend to purchase smartphones (50%), tablets (23%), laptops (20%), smart TVs (16%), wireless speakers (12%) and connected surveillance / security systems (12%).

  • 86 per cent of adults have access to smartphones and are using these as their primary mobile device.

  • 72 per cent of 18-24 year olds reach for their phones in the middle of the night.

  • 61 per cent of all those surveyed reach for their mobile phones within 15 minutes of waking.

  • Respondents view mobile payments as not secure enough (26%) and question the benefits of using smartphones for in-store payments (25%).



Mobile is being used to discover and access an ever increasing number of goods and services in our work (email and IM) and private lives (eCommerce, social and media consumption).

The consumer clearly appreciates the benefits of digital and mobile in their daily lives. As a business with an online presence, be it a website or mobile App, it is helpful to understand the opportunities and how well equipped we are to emerge into and serve new markets. This is essential for all businesses with an online presence and not just to device manufacturers, operators and service providers.

Businesses who have identified key trends and have defined a digital strategy and have invested in the necessary capabilities to engage with other businesses and consumers in the mobile economy are best placed for future growth. However, this requires a shift in mindset to be truly mobile, delivering on your promise to customers in terms of the customer experience. It also means addressing consumer trust concerns around privacy and security.

Finally appropriate, contextual engagement and real-time or near real-time insight is needed to accelerate your Mobile Business Strategy. 

mobile consumer survey infographic


Go to to download full report




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 one of the largest global professional services and consulting networks, with over 220,000 professionals in more than 150 countries, we bring world-class capabilities and high-quality services to our clients. In Ireland, Deloitte has over 2,000 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.


Tags:  mobile 

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Vizeum Connection Points

Posted By Vizeum, Wednesday 7 December 2016

Vizeum brings us fresh updates from the media industry

industry updates


This year’s toyshow on RTÉ1 had another solid performance, with 1.148milion adults tuning in. Hks/with delivered a massive 43 TVRs, whilst even younger audiences showed incredible ratings . Adults 1634 delivered 28 TVRs.


Just four years after launch, Twitter has announced it is closing down its video sharing service, Vine.


Amazon Go might offer the future of convenience shopping, with no queuing and no checkouts. Using digital scanning, customers are charged as they leave the store. It is still in beta in Seattle.


Emmerdale and Corrie are returning to TV3, following the station’s acquirement of UTV Ireland. Plans for UTV will be announced at today’s TV3 group media briefing.


Anton Savage has announced his departure from Today FM over disagreements with management.


The Journal sale’s team will take over the selling of Distilled Media (Daft, Donedeal). Business as usual.


To give more clarity and confidence to the industry, Facebook have announced they are changing, reviewing and updating a lot of their metrics. This includes, organic reach, video completions and App referrals.


Amnet can now deliver native ads programmatically. The ads scale across publishers and platforms in real time.



Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

Vizeum sponsors The Marketing Institute's Marketing Breakfast series.


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European Consumer Trends 2017

Posted By Mintel, Wednesday 7 December 2016
Updated: Wednesday 30 November 2016

mintel consumer trends 2017

At our recent Breakfast Briefing, Richard Cope from Mintel introduced 7 key trends that will shape marketing in 2017.

1. The Sweet Hereafter

After Finland, Norway, Hungary and France, the UK is the latest European country to declare a sugar tax, signifying a growing challenge for European brands: namely how to deliver the future of sweetness going forward.

2. Airpocalypse Now

Air pollution is harming us right now and governments, brands and consumers are ready to respond. As postParis legislation kicks in and eco lobbyists push for further action, consumers will wise up to danger and start investing more in the kind of pollution protection products we see in China (including masks, air purifiers, beauty treatments and plants), whilst brands endeavour to be part of the solution, not the problem.

3. Ascending Africa

As one political trading union weakens, another rises. Africa’s rising GDP and improving infrastructure are making it an increasingly credible and powerful trading partner, dealing in everything from ancient grains and gourmet cocoa to fashion, films and comic books. 

4. Cultural Social Responsibility

From a brand point of view, these initiatives offer an opportunity to tap into current feelings of nationalism in a positive and non-divisive way.

5. Right Here, Right Now

Aided in part by the rise in popularity of geolocation technology, we expect brands increasingly to help consumers decide what to buy, watch, do or eat based upon pending time frame from the next 30 minutes to the next 48 hours. 

6. Seamless Spending

Growing consumer confidence in contactless payment systems will lead to a greater number of businesses embracing digital payments and more impulse purchases thanks to the financial fluidity they offer. 

7. Talking Shop

As the software that powers platforms such as Snapchat, WhatsApp and Facebook
Messenger improves and becomes more nuanced, these forms of communication will mainstream in the customer service sector and we’ll see people increasingly speak to brands as easily and informally as they would with their friends. 

Here is the full presentation:




Mintel is the world's leading market intelligence agency. It monitors product launches and innovations, runs large-scale consumer research projects, tracks behavioural trends, measures market sizes and provides bespoke field research and consulting services. Mintel can take you further, showing you what will drive future growth, where the opportunities and challenges will lie, who's innovating and where the next big idea will come from. Mintel Ireland services include: Mintel Reports, Mintel GNPD, Mintel Consulting


Tags:  2017  trends 

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Guaranteed Irish appoints Brid O’Connell MMII as its new Executive Director

Posted By The Marketing Institute, Tuesday 6 December 2016
Updated: Monday 5 December 2016

brid o'connell

Guaranteed Irish has named Brid O’Connell, founder and director of Welcome Marketing and member of the Marketing Institute, its new Executive Director.

2016 has been a tumultuous year for many businesses. Guaranteed Irish has taken this opportunity to adapt to a changing environment and has undergone a rebrand and repositioning. One of the key changes is that the organisation now accepts members that conduct a significant proportion of their business in Ireland, as well as indigenous firms.  

Brid said her ambitions in this new role are to bring the business membership organisation into the 21st century with a focus on digital communications, and to foster job creation in the Irish economy.

“We need to maintain and grow awareness of the benefits of doing business in Ireland.  That’s what Guaranteed Irish is all about.” She said. “So we’re back, bigger and better than ever. We are ambitious for our organisation, for our members and for the communities in which they create employment”. 


For more information on Guaranteed Irish visit

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Trending 2017 Report

Posted By Foresight Factory, Wednesday 30 November 2016
Updated: Tuesday 29 November 2016

Trending 2017 Report

Trending 2017 is the latest edition of Foresight Factory’s annual report looking ahead to the next 12 months, examining consumer trends and behaviour. Now in its twentieth year, Foresight Factory (formerly Future Foundation) is the world’s leading independent trends agency, partnering with their clients to help them Own the Future through understanding and commercially exploiting consumer trends.

This report is drawn from multiple insight sources including: Foresight Factory’s rolling annual research with 40,000+ online respondents across 25 global markets; qualitative insights from social media listening research; commentary from their global network of 500 Trendspotters and 1000s of fresh examples of commercial innovation across 20 key industry sectors.

The data is analysed by Foresight Factory’s team of in-house experts who adjust for regional differences and compare the results against third party data sources to unearth, monitor and forecast the salient trends that will guide consumer behaviour and commercial expectation in 2017 and beyond. The ultimate purpose? To help companies and brands determine how to act.

Respondents to the survey are aged 16+ and the sample is weighted to be nationally representative of the offline population across age, gender and region.


Go to to download full report


Foresight Factory, formerly Future Foundation, works with some of the world's leading companies to help them 'Own the Future'.

Globally headquartered in London, with offices in New York, Singapore and Stockholm they are masters of prediction, constantly scouring the globe to pick apart behaviour, spotting trends and disruption before they happen.

Their principal delivery? A unique and highly customisable digital platform, FFonline, that marries best-in-class data science with editorial creativity, to give their 200+ clients 24/7 access to predictive insights from 50,000 consumer voices and a global network of 500 Trendspotters across 28 markets. They also offer consultancy, undertaking custom projects to help clients answer complex questions.

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