Ireland

There were 2,830,100 internet users in Ireland (representing 67.3% of the population) in December 2009, according to Internet World Stats. This was up by 261.0% compared to 2000. (Internet World Stats, April 2010)

Overall 92% of Irish businesses have internet access in first quarter of 2010, according to SME & Corporate ICT Research H1 2010 report, a review of Findings by MillwardBrown Lansdowne.  There has been a small (but not statistically significant) decrease in access among SMEs this wave of research.

The trend of companies with fewer than 10 employees having lower than average access continues this wave, with 84% of these businesses claiming to have access to the internet. Internet access is also lowest among businesses in the retail (82%) and hotels/restaurant (80%) sectors although from small bases. (ComReg, March 2010)

The total number of internet subscriptions increased to 1,517,449 in Ireland in Q3 2009, according to the Irish Communications Market - Quarterly Key Data Report Q3 2009 by ComReg. This represents a growth rate of 2.2% since last quarter and 9.4% since Q3 2008.

The report also shows that reductions in narrowband internet subscriptions continued this quarter, declining by 12.1% since Q2'09 and 40.3% since Q3'08. There are now a total of 156,195 narrowband subscriptions in Ireland. (ComReg: Irish Communications Market - Quaterly Key Data Report Data as of Q3 2009, December 2009)

There has been a continued increase in internet usage in Ireland and penetration now stands at 66%, according to ComReg's Consumer ICT Survey Q2 2009 carried out by Millward Brown Lansdowne.

Usage is higher among 15-24 year olds (91%), ABC1s (82%), and Dublin Residents (79%). Among students usage is near universal (95%).

Technology usage in Ireland, Q2 2009 (Total population):
- Internet usage: 66%
- Mobile internet usage: 19%
- Home internet connection : 67%

Millward Brown Lansdowne conducted analysis on all respondents to segment them based on their usage and attitudes to technology.  A range of different questions were used including general attitudes to new technologies, mobile phone ownership, fixed line ownership, home PC ownership, Internet usage and home Internet access. Four distinct segments were identified.

1. Tech Savvy: The tech savvy are predominately a young segment with 70% aged under 35 and 25% currently in 3^rd or 2^nd level education. They are very comfortable with new technologies, preferring to be the first to use new technologies, and are likely to be important influencers of others choices -be it parents or less technologically astute peers. There is quite a strong male bias, as well as a bias in favour of the C1 socio-economic grouping.

Tech Savvy segment average:
- Internet usage: 95%
- Mobile internet usage: 57%
- Home internet connection: 84%

2. Tech Enthusiasts: The majority of the group are employed (66%), and there is as light female bias (53%).  High fixed line and mobile phone usage is typical of this group, as well as demonstrating the highest incidence of home Internet connections.  A large proportion of this group (62%) are over 35, and they have interest in and appreciation for technology, but feel they could learn more.  The members of this group fall predominantly into the C1 socio-economic grouping.

Tech Enthusiasts segment average:
- Internet usage: 82%
- Mobile internet usage: 5%
- Home internet connection: 97%

3. Mobile converts: The main distinguishing feature of this segment is the high level of mobile phone use compared to other technologies.  Fixed line phone ownership is well below the national average.  Mobile Converts have embraced mobile phones almost to the exclusion of other ICTs.  Many claim not to understand new technologies and feel they need to learn more.  They are also below the national average in terms of how they value new technologies in making their life easier.

Mobile converts segment average:
- Internet usage: 15%
- Mobile internet usage: 4%
- Home internet connection: 4%

4. Tech Rejecters: The majority (61%) of this group are over the age of 60, and a high percentage are retired (26%).  They have very high home phone ownership (84%) and do not use mobile phones much.  Many admit to not understanding new technologies, and show less than average interest in learning more about them.  Their use of the Internet is very low.  This group is more likely to fall into the DE socio-economic grouping.

Tech Rejecters segment average:
- Internet usage: 22%
- Mobile internet usage: 0%
- Home internet connection: 29%

(ComReg, July 2009)

Work and home remain the primary locations from where the internet is accessed in Ireland, according to ComReg's Consumer ICT Survey Q2 2009 carried out by Millward Brown Lansdowne.

Home access has continued to rise with almost 9 in 10 (87%) of internet users saying they use the internet at home. There has been a slight increase in work access after a steep fall in the previous wave of research.

Locations of internet access in Ireland, Q2 2009:
- Home: 87%
- Work: 28%
- School/college: 15%
- Friends' houses: 9%
- Cybercafes: 6%
- Public library: 5%
- On the move using portable equipment: 4%
- Elsewhere: 1%
(ComReg, July 2009)

Travel Booking

Online hotel bookings grew by 11% in 2008, and domestic tourists made six out of every ten online hotel bookings, according to the Gulliver Ireland Hotel Sector Review 2009. The Review was launched in March 2009 to coincide with the 2009 Irish Hotel Federation Annual Conference.

The Review revealed that hotel bookings performed well through Gulliver Ireland in 2008.  However, the company acknowledged that the hotel sector faces a very challenging year, which will affect hotels and other parts of the tourism industry. 

The highlights of the Gulliver Ireland Hotel Sector Review 2009 were:
- 77% of all Gulliver hotel bookings were made online last year, a 6% rise on 2007.
- The volume and value of online hotel bookings increased by 11% and 4% respectively.
- GoIreland.com grew its bookings volume by 9%.
- Dublin secured almost half (49%) of hotel bookings across all sales channels.
- Hotel bookings to the North grew by an impressive 37% while the Midlands East, South East and North West regions all recorded strong growth on their respective 2007 performance.
- Hotels outside the capital recorded strong online booking growth through GoIreland.com.
- Domestic tourists accounted for 54% of all hotel bookings, three times that of UK visitor bookings (18%), which were double those of US visitors.
- The average online price per night per person sharing was €59.42.
- The average length of stay for online bookings was 1.65.
- Almost 71,000 hotel bookings were made through Gulliver in 2008, which were valued at €14.2 million, and represented almost 260,000 bednights.
(TravelDailyNews, March 2009)

Broadband Access

Broadband subscriptions (fixed and mobile) continue to increase in Ireland in Q3 2009, according to the Irish Communications Market - Quarterly Key Data Report Q3 2009 by ComReg. The number of broadband subscription (fixed and mobile) reached 1,361,254 in Q3'09. This is a 4.2% increase on Q2'09. The broadband penetration rate (including mobile broadband) reached 30.5% in Q3'09. 

Excluding mobile broadband subscriptions (411,855), which have been the biggest net broadband contributor since Q1'08, fixed broadband subscriptions increased by 1.4% this quarter to 949,399. (ComReg: Irish Communications Market - Quaterly Key Data Report Data as of Q3 2009, December 2009) 

Most respondents (94%) with home internet access in Ireland in Q2 2009 claim to have a broadband connection, according to ComReg's Consumer ICT Survey Q2 2009 carried out by Millward Brown Lansdowne.  However based on their response to the "type of connection" asked in a subsequent question, the percentage of users with a home broadband connection is estimated at 82%.

Of the home connections used, broadband (which includes DSL, FWA, Mobile Broadband, Cable, Mobile Phone and Satellite) accounts for 83% of these - with DSL remaining the platform used by most with home Internet access (49%).

The use of Mobile Broadband has increased markedly in the last year with 18% of home Internet users now using this access method. This is higher among 18-24 year olds (29%), C2DEs (21%) and those living in Munster (24%) and Conn/Ulster (25%).

Students (26%), those who rent (26%) as well as those with no fixed line in the home (42%) are also higher users of mobile broadband.

Overall narrowband usage (Dial up and ISDN) continues to fall although there has been a stated increase in ISDN. (ComReg, July 2009)

Nearly 2/3 with home internet access in Ireland had broadband access in the fourth quarter 2008, according to the findings of the Commission for Communications Regulation's (ComReg) second Residential Survey of information and communications technology (ICT) for 2008. Home access has increased marginally this wave.

Type of home internet connection in the fourth quarter of 2008:
- Broadband: 65%
- Narrowband: 28%
- Other: 4%
- Don't know: 4% 

(comReg, February 2009)

The number of WiFi access points increased by 2.9% between Q2 2008 and Q2 2009, according to ComReg Quaterly Key Data Report. The number of WiFi Hotspots has decreased by 2.4% since Q2 2008. In Q2 2009 there were approximately 18.85 million WiFi minutes of use in Ireland, a decrease of less than 1% from the previous quarter. (ComReg, September 2009)

Just over 1 in 5 (21%) mobile phone users has accessed the internet on their mobile phone in the last year, according to ComReg's Consumer ICT Survey Q2 2009 carried out by Millward Brown Lansdowne. This level of usage has not increased since Q2 08.

Findings show that:
- Higher usage of this service is seen among males (24%) and 15-24 year olds (39%).
- ABC1s (25%), students (44%) and those with no fixed line at home (27%) also record higher usage.
- Post-pay mobile phone customers (26%), mobile users who rent (26%) and those with home Internet access (24%) -as well as those who use the Internet from any location (28%) -are also among the groups more likely to use mobile Internet.

(ComReg, July 2009)

Mobile retail revenues in Ireland for Q4 2008 reached over €516 million, according to ComReg Quaterly Key Data Report Revision - March 2009. (ComReg, March 2009)