The latest piece of research* from Mindshare Ireland shows that smartphone owners use their mobiles more often and for more reasons than the average mobile owner.
Mindshare says that up to half of Irish consumers have a smartphone, but not all consumers make use of the smart features.
The most popular smartphone features used daily are searching (46% of users), email (39%), social networking (39%) and consuming news (36%). These activities peak towards the end of the day and tend to be used in conjunction with a secondary medium.

· 87% of mobiles have a web connection
· 46% of mobile owners use the internet on their mobile
· 16% of mobile owners clicked a mobile advert recently
· 1 in 5 listen to the radio on their mobile every day
· 18% of smartphone owners watch videos on their mobile every day

There are of course differences between the sexes and various demographics. Men aged 18-34 years old are twice as likely as their female counterpart to use their smartphones. Emailing is the most popular feature for over 50 year olds, and social networking is the most popular for women aged 18-34 year old.
Finian Murphy, Head of Consumer Insights at Mindshare said, “People are triggered to search, post a Facebook status or seek more information about a news or a brand by what they hear on radio during the day, see on TV in the evening or read about in the press. Smartphones give consumers immediate access to brands when they want to find out more whenever or wherever they are.
“It is important to note that data connectivitiy is key to marketing opportunities,” Murphy adds. “Over half of mobile owners don’t use the internet on their mobile and therefore brands must recognise that apps aren’t always the solution, but more basic services, such as texting, should be integrated within the media strategy.”

* The research was conducted by Sponge It and measured the mobile ownership and behaviour of 1,007 Irish respondents nationwide.

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