" />

Mobile Ireland 2011 – Smartphone usage in Ireland [Infographic]

Mobile Ireland 2011 – Smartphone usage in Ireland [Infographic]

Mindshare Ireland (@MindshareIRL) have published an interesting infographic regarding smartphone usage in Ireland. The survey, conducted by Sponge It in November 2010, suggests that while over half of Irish consumers own a smartphone, many don’t use their device to its full potential.

Mobile Ireland 2011 - Infographic by Mindshare

The most popular use of smartphones in Ireland, as performed by 46% of users on a daily basis, is searching online. The second most popular task is checking email (39%), thirdly social networking (also 39%), and lastly consuming news (36%). These popular activities predominately occur between six and ten in the evening, and in conjunction with other forms of media consumption like watching television.


87% of mobiles can potentially connect to the internet
46% of mobile owners use the internet on their mobile
20% listen to the radio on their mobile every day
18% of smartphone owners watch videos content on their mobile every day
16% of mobile owners clicked a mobile advert recently


Men aged between 18-34 years are twice as likely to use their smartphone as their female counterparts. Social networking is most popular on smartphones for women aged 18-34 years, while email is most popular for those aged over 50 years.

According to Finian Murphy (@finianmurphy), head of consumer insights at Mindshare,

“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.”

When speaking of marketing opportunities using mobile phones, Murphy warns that over half of Irish mobile phone owners don’t use the internet on their handsets, so brands must be cautious and offer universal solutions.

“It is important to note that data connectivity is key to marketing opportunities.

“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.”

View Comments (5)


  1. Pingback: Tweets that mention Mobile Ireland 2011 – Smartphone usage in Ireland [Infographic] | The Sociable -- Topsy.com

  2. BarryMalone

    March 1, 2012 at 9:45 AM

    Does anyone know how many smartphones are in Ireland  in 2011?

  3. BarryMalone

    March 1, 2012 at 10:45 AM

    Does anyone know how many smartphones are in Ireland  in 2011?

  4. Pingback: If I was a Pub…How Would I Use Social Media? | TribalCafe

  5. Pingback: If I was a Social Media Pub...How Would I Market To Customers?

Leave a Reply

Your email address will not be published. Required fields are marked *


Darren McCarra is co-editor of The Sociable. He has a keen interest in photography, all things mobile, and writing about technology and social media. You can follow him on Twitter, Facebook and Google+.

More in Mobile

dwayne johnson apple

Dwayne ‘The Rock’ Johnson Teams Up With Apple For Siri Endorsement

Sam Brake GuiaJuly 24, 2017
neobanks millennials

Neobanks are becoming more attractive to tech-savvy millennials

Ben AllenJuly 21, 2017
phone sidekick

Making Your Phone Your Ultimate Sidekick Wherever You Go

Ben AllenJuly 21, 2017

Mobile developers are using code to help end youth homelessness

Tim HinchliffeJuly 6, 2017
augmented reality gps

Augmented Reality Comes to GPS Navigation, So No More Driving into Lakes!

Tim HinchliffeJune 29, 2017
mobile app development

How SMBs Can Add Value by Hacking Mobile App Development for Better Visibility

Tasha BronitskaJune 27, 2017
gay dating app

Transparent, secure gay dating app launches solution to catfishing that gets users Hookd

Tim HinchliffeJune 23, 2017
app features

5 Commonly Overlooked Features That Can Make or Break Your App’s Popularity

Vivek ShahJune 17, 2017
beautiful photos editor

Instagrammers Can Create, Share Aesthetically Beautiful Photos Like the Pros With All-in-one Editor

Tim HinchliffeJune 15, 2017