an post amárach research presentation february 2012
DESCRIPTION
A survey of Irish and British consumer attitudes to marketing media, including direct mail. The full report is available at the An Post Mail Media website: http://url.ie/e7guTRANSCRIPT
1 The Age of Change
Marketing Institute of Ireland
Dublin Breakfast Event February 2012
1. Opportunity Shocks
2. The Difference Is…
3. Only Connect
1. Opportunity Shocks
Moody Consumers
Emonomics
Modest Improvement
Rainy Day Fund
€87 billion
Savings Splurge
Generational Differences
UK:
Ageing population Teenager/youth surge Low savings ratio Less economic shock…
… but confidence and economy still to pick up
Opportunity Shocks
Ireland:
Middle-ageing population Young families High savings ratio Pent up rainy day fund…
… but confidence and economy still to pick up
2. The Difference Is…
A Matter of Trust
Losing the Love
Media Trust
Life Online
N.B.:
Nearly 80% of Irish adults are online 50% of Irish adults are now on Facebook 10% are on twitter 30% have smartphones (50% by end of 2012) Some 60% of adults have bought something online…
eShoppers
In The Post
Happy Chappies
Irish and British consumers have stopped trusting their main institutions in recent years Businesses have not escaped from this process – many are still outside the circle of trust Nevertheless, the Irish have a more trusting relationship with their media than their UK counterparts This translates into greater likeability towards advertising in general, and post/catalogues in particular The generally positive emotional disposition of Irish consumers has survived so far…
3. Only Connect
Build Awareness
Close the Sale
Build the Loyalty
Switcher Nation
% switched past 12 months
Ways to Connect
All Consumption is Local
The Way Ahead Irish consumer spending will grow from €81 billion this year to €88 billion by 2016, providing expanding opportunities for products, services & brands But Irish consumers are diverging from their UK counterparts: in terms of savings, demography and even technology usage Despite similar levels of distrust in general, Irish consumers are more open to their media in terms of messages and engagement But unlocking the opportunity will work best with the right combination of media and marketing activity – both Irish specific and global best in class when appropriate.
Trends Report
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