More than Luck for Mobile in Ireland - eMarketer
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More than Luck for Mobile in Ireland

Multiscreening during TV time leapt between 2012 and 2014

Mobile device adoption among Ireland’s internet users has been strong over the past two years, and consumers are ditching most traditional devices as a result. Released in June 2014, data from polling by Amárach Research for UPC showed that the percentage of internet users in the country who had a smartphone at home grew from 61% to 75% between 2012 and 2014. Even more impressive, the share of respondents who owned tablets leapt from 19% to 54% during the same timeframe.

Devices and Technologies that Internet Users in Ireland Have at Home, 2012 & 2014 (% of respondents)

Meanwhile, the portion owning “ordinary” mobile phones dropped dramatically from 64% to 46%, and landlines also experienced a slight decline in ownership. The percentage of respondents who had PCs fell from 50% to 44%, likely due to newer, more portable options. Device ownership was also down for items with functions now included in smartphones and tablets, such as digital cameras and MP3 players.

Newer mobile devices weren’t the only technologies on the rise. Though ownership levels remained low, smart TVs showed impressive growth as flat-screen TV ownership fell. Respondents with 3-D TVs also rose.

Frequency of Using a Mobile Device* While Simultaneously Watching TV According to Internet Users in Ireland, 2012 & 2014 (% of respondents)

More advanced devices may drive cord-cutting, but this trend hadn’t started in Ireland, with the percentage of internet users who had pay TV services at home holding steady at 67%. What had changed though was mobile device usage during television time. In 2012, 65% of internet users said they used a laptop, tablet or smartphone at least occasionally while watching television. Earlier this year, that total had increased to 79%.

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