Life Online 2009

Life Online 2009Life Online 2009

1Life Online 2009

Life Online 2009Life Online 2009An Amárach Research ReportAn Amárach Research Report

© Amárach Research, 2009

1. Ireland’s Recession:1. Ireland’s Recession:

is life online immune?

2. Reality Check:

the ‘5 Cs’ in 2009

3. The eRecovery: will the web save us?

2Life Online 2009

will the web save us?

1. Ireland’s Recession:

is life online immune?

3Life Online 2009

Wrong Way

4Life Online 2009 Source: CSO (www.cso.ie)

Spooked Consumers …

5Life Online 2009 Source: ESRI (www.esri.ie)

6Life Online 2009 Source: CSO, ESRI, Amárach calculations

All Together

56%

50%

60%

Is the recession affecting you:

65+55-64s

11%

30%

10%

20%

30%

40%

50%

35-44s

ABC1sDublin

Males

55-64s

ABC1s

No significant differences forinternet vs. non-internet users

7Life Online 2009

Source: Amárach Research Life Online 2009,

Telephone Survey, 1,000 adults, nationally representative sample, February 2009

0%

10%

More than it is affecting other people

About the same as it is affecting other people

Less than it is affecting other people

Falling Behind

40%40%

45%

To what extent is your income:

3%

29% 28%

5%

10%

15%

20%

25%

30%

35%

65+ ABC1sMales

15-24s 35-44sMunster

No significant differences for

internet vs. non-internet users

8Life Online 2009



3%

0%

5%

Rising faster than cost of living

Keeping pace with cost of living

Rising slower than cost of living

Not rising at all

Not Looking Forward

60%

What effect will the recession have one youin next few month?

25-34s

28%

53%

13%20%

30%

40%

50%

60% 25-34s 35-44sMales

Internet Users65+

MunsterABC1s

9Life Online 2009



13%

0%

10%

A major effect A modest effect No effect

Not So Tough?

53%60%

Incidence of personal borrowings and impact:

47%

39%

44%

12%20%

30%

40%

50%

65+ 55-64s

ABC1s

Non-InternetUsers

15-24sC2DEsDublin

Males

10Life Online 2009



4%

0%

10%

No Borrowings

Borrowings Column1 Easily manageable

Manageable if careful

A cause for concern

A real problem

Users

2. Reality Check:

the ‘5 Cs’ in 2009

11Life Online 2009

Here Comes Everybody

From Life Online 2008 StudyFrom Life Online 2008 Study

67%February 2009

12Life Online 2009

del.icio.us

13Life Online 2009

del.icio.us

http://www.paulisakson.com/

5 Cs: Content

39%36%40%

45%

% of Irish Internet Users who:

36%

24%21%

14%

5%

10%

15%

20%

25%

30%

35%

40%

Under 25s

MalesC2DEs

45-54sMales

Vodafone

14Life Online 2009



- not comparable to 2008 survey which was online only

0%

5%

Watch Videos on YouTube

Read Irish Newspapers

Online

Read Blogs Listen to Internet Radio

Download Podcasts

Vodafone

Google Nation

34%35%

40%

% of Irish Internet Users who use Google:

22% 22%

13%

7%

2%

0%

5%

10%

15%

20%

25%

30%

Under 25s

MalesBillpay

O2

15Life Online 2009

0%

Several times a day

At least once a day

Several times a week

At least once a week

Less Often Never



5 Cs: Communication

37%

32%35%

40%


32%

23%

5%

10%

15%

20%

25%

30%

35%

Under 25s Females

Dublin

Over 55sMales

Billpay

16Life Online 2009

0%

5%

Send SMS from Web

Use MSN Messenger

Use Skype

Billpay



Home Economics

86%

80%

90%

100%

% of Irish Internet Users who have:

71% 70%

10%

20%

30%

40%

50%

60%

70%

80%

55+

MaleDublin

Under 25sMales

Billpay

45-54s

Dublin

17Life Online 2009

0%

10%

Broadband at home A Laptop for use at home

A Wireless Web Connection at home



5 Cs: Commerce

77% 75%80%

90%


55%

43% 42%

32%28%

20%

8%10%

20%

30%

40%

50%

60%

70%

80%

35-44sFemalesABC1s

Under 25sC2DEsMeteor

18Life Online 2009

0%Book

FlightsBook

Hotels & Holidays

Use Online

Banking

Buy Books, CDs, DVDs

Pay Bills Online

Use eBay Buy Clothes Online

Buy from iTunes

Order Groceries

Online



5 Cs: Commuting

27%25%

23% 24% 23%25%

30%


20%23% 24% 23%

0%

5%

10%

15%

20%

25%

19Life Online 2009

0%

Access Work

Computer Remotely

45-54s ABC1s Dublin Billpay Meteor



eTools

34%35%

40%

% of Irish Internet Users who use:

22%

9%10%

15%

20%

25%

30%

35%

Under 25s

55+Dublin 25-34s

MalesMunster

20Life Online 2009

0%

5%

Google Documents Google Calendar Google Reader



Munster

5 Cs: Creation

43%45%

50%


10%

5%5%

10%

15%

20%

25%

30%

35%

40%

45%

Under 25s

FemalesC2DEs

21Life Online 2009

5%

0%

5%

Use Bebo, Facebook etc

Use Flickr Write Blog



3. The eRecovery:

will the web save us?

22Life Online 2009

Recessions and Recoveries have one

thing in common: they are usually well

under way before under way before they show up in the

official statistics ...

Recessions are macroeconomic

phenomena in the main

23Life Online 2009

phenomena in the main ... whereas Recoveries

are microeconomic phenomena.

Recovery 2.0Recovery 2.0FreelancingFreelancing

NetworkingNetworking

DiscoveringDiscovering

24Life Online 2009

InnovatingInnovating

25Life Online 2009

NíNí neartneart go cur le go cur le chéilechéile ……

Amárach ResearchAmárach Research11 Kingswood Business Centre11 Kingswood Business CentreCitywestCitywest Business CampusBusiness CampusDublin 24Dublin 24

T. T. (01) 410 5200(01) 410 5200E: E: gerard.oneillgerard.oneill@@amarach.comamarach.com

26Life Online 2009

E: E: gerard.oneillgerard.oneill@@amarach.comamarach.com

W: W: www.amarach.comwww.amarach.comB: B: www.amarachresearch.blogspot.comwww.amarachresearch.blogspot.com

We are Ireland’s largest independent market research agency, in business since 1989.

We focus on delivering two key benefits to our clients:

1. Consumer Foresight– using research to say ‘what next’.

Appendix: About Amárach

3rd March 2009

Welcome to the latest edition of consumerforesight from Amárach Research. We

have set out to make consumerforesight a more interactive and informative research and planning tool for subscribers. Feel free to invite others to register for our free eLetter on our home page.

1. Consumer Foresight– using research to say ‘what next’.

2. Business Insight– using research to make business decisions.

We provide the full array of market research services including:

- Quantitative: face-to-face, telephone, web- Qualitative: focus groups, in-depths, ethnographic- Field Only: for international & domestic agencies

Two months gone, ten to go. Like Keith Richards, we’re all at the

stage of “it’s good to be here – it’s good to be anywhere”. But it

is tough out there. Against a background of industrial unrest

(even the Gardaí are protesting!), we shouldn’t be surprised if consumers are on something of a ‘go slow’ themselves.

But it won’t last. It’s too early for green shoots, but as time goes

by people will want to buy: especially those still in secure jobs

who are faced with extraordinary bargains in shops, hotels and

car showrooms. Irish consumers don’t really do hair shirts.

When we have money we can afford to spend then we’re usually

inclined to spend it: assuming we’re getting good value and not being ripped off.

Don’t forget: for every person in Ireland with a mortgage,

loan or ‘maxed out’ credit card there is another person

without any debt (at all). What are you doing to tap the

‘worried well’ market?

Before you embark on a new brand or

business just remember Seth Godin’s

three things you need read more

With the world all ‘a-twitter’ don’t forget

the future is on the TV read more

Business is about passion: so for that matter is

the economy – check out some wise words on the

role of passion in success read more

How not to do food marketing: quite possibly the

worst food in the world read more

27Life Online 2009

Register for our free fortnightly eletterconsumerforesight at: www.amarach.com

Read our daily blog:www.amarachresearch.blogspot.com

the future is on the TV read more

It’s all down to psychology – an Amárach

presentation on how Irish consumers will lead us to recovery read more

worst food in the world read more

Optimistic people are healthy and happy – even

when the economy is collapsing around them: what are you doing for optimism? read more

Amárach Research will present a paper on ‘Life Online 2009’ at Comreg’s ICT Research conference on 12th

Health & Medicine

Life Online 2009