1 Strictly Private & Confidential

Who You Tellin?! An Amárach Briefing // June 2014 //

Trends Report

Powerful

Spenders

3 Strictly Private & Confidential

-35

-30

-25

-20

-15

-10

-5

0

5

10

15

May 2009 – April 2014

Ireland Eurozone

Eurovisionaries

4 Strictly Private & Confidential

€83.0

€101.0

€1.7 €2.5

€2.6 €2.3

€2.7

€3.1

2013 2014 2015 2016 2017 2018 2019 2020

Value of Irish Consumer Spending: € billion

5 Strictly Private & Confidential

€6bn< online 2014

>€12bn online 2020

6 Strictly Private & Confidential Source: Liberty Global/UPC surveys of Internet users, 2013

74

58

49 48 45

Poland IRELAND Germany Netherlands Belgium

% research offline, buy online

7 Strictly Private & Confidential

9 in 10

Irish internet

users order

online

average

1 x month

€91 per

purchase

Source: Amárach survey, April 2014

43% return

average

2 x items

Trends Report

The Power

of Me

9 Strictly Private & Confidential

awareness

sales advocacy loyalty

Inspired by Greg Satell/Digital Tonto

‘like’ on

Facebook: every day 29%

weekly 32%

‘(dis)like’ on

Youtube: every day 5%

weekly 19%

‘retweet’ on

twitter: every day 3%

weekly 13%

visit brand

website: every day 12%

weekly 42% Source: Amárach survey, May 2014

see something

friend ‘liked’ on

Facebook:

every day 39%

weekly 32%

receive email

from friend with

links to content:

every day 6%

weekly 27%

receive ‘retweet’

from someone

follow on twitter:

every day 5%

weekly 16% Source: Amárach survey, May 2014

Trends Report

77% use comparison websites

64%

56%

34% Source: Amárach survey, May 2014

Trends Report

63%

cars

Source: Amárach survey, April 2014

Bought because of online reviews:

69%

electronic

goods

58%

clothes

Trends Report

all

negative

reviews

mix neg/

positive

reviews

all

positive

reviews

€131 €192 €294

Source: Amárach survey, April 2014

16 Strictly Private & Confidential

Making my

life easier

Making my

life harder

Google 95% 5%

Microsoft 87% 13%

Samsung 85% 15%

Facebook 84% 16%

Apple 81% 19%

An Post 73% 27%

Supermarkets 71% 29%

TV Service Providers 58% 42%

Mobile Networks 55% 45%

Daily Newspapers 52% 48%

Petrol Stations 34% 66%

Electricity Providers 33% 67%

Banks 24% 76%

Government 9% 91%

Trends Report

+80%

+32%

+28%

Loyalty ‘Bonus’:

Trends Report

Get

Inbound

awareness

sales advocacy loyalty

20 Strictly Private & Confidential 20

Trends Report

e. gerard.oneill@amarach.com

t. 01 410 5200

w. www.amarach.com

b. www.amarach.com/blog

t. twitter.com/AmarachResearch