Our Mobile Planet: Ireland

This study with Ipsos OTX Media CT looks at how smartphone adoption is changing the way people consume media in Ireland. We found that 89% of owners use their phones to look up location-based info, and almost all of them take action as a result, presenting a huge opportunity for advertisers.

With Ireland's smartphone penetration now at 43% and 67% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

  • Smartphone users are multi-tasking their media with 89% using their phone while doing other things such as watching TV (59%). 89% of smartphone users look for local information on their phone and 90% take action a result.
  • Smartphones are critical shopping tools with 82% having researched a product or service on their device. 36% of smartphone users have made a purchase on their phone.
  • Mobile ads are noticed by 92% of smartphone users. Smartphones are also a critical component of traditional advertising as 69% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

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