The 2024 Ipsos B&A TechScape report provides a comprehensive picture of the Irish population’s relationship with technology. The report primarily uses face-to-face research to gauge overall trends, delving deeper into AI trends online.
While the number of devices per household is increasing, albeit at a slower pace among younger generations, internet usage is expanding in the 65+ age group. ‘Better’ smart TVs (76%), wearables (37%), e-readers (24%), and connected homes (39%) are the trending devices, with on average 9 connected devices at home(12 for teen family households).
REPORT SUMMARY:
Finance:
The phenomenal growth in the use of digital financial providers (e.g. Revolut, N26, Monzo, etc.) since 2020 (18%) with half the population (48%) now using in some form
- Driven by middle class Dubliners but growing outside of these fractural cohorts.
Also, half the population (49%) now use contactless mobile payment in store via digital wallets (up from 39% in 2022).
- 2 in 3 (64%) of those under 50 use, compared to 28% of those aged 50+ years.
Streaming growth in the last 4 years (since 2020):
- 3 in 4 (73%) of us watch Netflix compared to 63%in 2020.
- 37% watch Amazon Prime
- 32% watch Disney+
However, 37% of us also admit to owning a ‘Dodgy box’ – a key Irish behavioral trait.
Podcasts have grown with 40% of the population now listening (up from 29%)
In terms of people’s perception of BB being more important than TV, 53% now agree, compared to 46% in 2020, indicating the growth in streaming, but also the important role that TV still has.
Undoubtedly, platforms such as YouTube are players in content terms with GenZ, with just over half (56%) watching more content on YouTube than on live TV.
Authentic Comms Growth:
From the Ipsos B&A Sign of the Times Report we saw that people, especially Gen Z, are increasingly avoiding ‘company speak’ and seeking an unvarnished reality. Hence, the growth of platforms such as TikTok, but also, the decline in purchases based on influencer/celeb endorsements. A clear desire for ‘virtual authenticity’ is evident.
Big movers over the last 4 years (since 2020) have been:
- TikTok 35% (+27 percentage points)
- WhatsApp 35% (+17 percentage points)
- Spotify 48% (+15 percentage points)
- Instagram 51% (+8 percentage points)
Still 70% of the population use Meta Facebook to any extent.
X/Twitter used by 22% pf the population (17% down from 22%)
Tech Concerns Still Evident:
While there is an appreciation that tech is here to stay and we need to make the best use of it, 41% feel technology is having a negative impact on family life in their home (e.g. People spending too much time on different devices etc.)
- 70% agreement amongst teen households.
2 in 3 (67%) over the last number of years feel we have lost the art of conversation – Interestingly this has grown amongst 16–24-year-olds since 2020 (47% to 58% now agree).
In line with the above, we also see an increase in worry about children’s ability to communicate has been stunted due to technology (71% agree, up from 67% in 2023).
Not surprisingly about 1 in 3 (29%) of us find it hard to switch off (from thinking about work/school/college in spare time in evenings/weekends) – risen to 48% for those ages 25-34 years.
Online Purchasing & Behaviour:
4 in 5 of the population now purchase online with the top categories; flights (88%), hotel bookings (84%) clothes/shoes (84%).
We are seeing a growth in purchasing of clothes/shoes and groceries online
Food delivery apps (e.g. Deliveroo, JustEat) used by half of Gen Z, while 3 in 5 of them research on mobiles/in stores.
Digital engagement continues: 2 in 5 (38%) still follow brands on social media and 1 in 4 (26%) follow a lot of celebs/YouTubers or influencers. However, ‘influencers’/celeb endorsements are waving (17% from 22%).
For more information about this study please contact Luke Reaper, CEO Ireland, Ipsos B&A: luke.reaper@ipsos.com
