Pca Releases Irish Smartphone Market Research

Ireland has embraced the smartphone with the iPhone still leading the way Almost 75% of smartphone users are willing to share their location with a brand under certain conditions. 4th October 2011 Market research commissioned by leading Irish mobile solutions provider Pca shows that despite the downturn, demand for the latest smartphones amongst adults remains strong with more than half (54%) claiming ownership of a smartphone. On the day that Apple announces its latest iPhone the research shows that 28% of smartphone equipped adults have one of the devices with 14% of those without a smartphone intending to choose Apple for their next handset. Young people are particularly inclined towards the iPhone with 23% of non smartphone owning 18-29 year olds wishing to make the iphone their next purchase. In addition to Apple other manufacturers share the market as follows: Samsung (23%), Nokia (17%) and relative newcomer to the Irish market HTC (12%). Accounting for the popularity of the devices Pcas CEO, Eamon Hession, said The rise of smartphones is certainly linked to the rise of social media. There is also certain 'wow' factor with Apples products design and usability. iPhones also benefit from the thriving content ecosystem Apple have created with the iTunes store. Apple users are ahead of the curve for app consumption with 98% downloading apps against 77% for all respondents. Almost 75% of smartphone users are willing to share their location with a brand via location enabled marketing under certain conditions. There is a willingness to engage with brands via location marketing but the research shows that this depends on how much the consumer trusts the brand, whether the data is secure and if they receive a voucher or some other reward in return, said Hession. The research also shows Apples strength in the nascent tablet computing market with 6% of those surveyed owning an iPad. Apple continues to grab the lions share of media attention but Nokia continues to be popular and retain loyalty with a large portion of consumers. However its popularity appears to be waning amongst 18-29 year olds as only 30% of young people look to the Finnish brand for their next smartphone compared to 48% of the figure of all adults. said Hession. Pcas research will be made fully available to subscribers of the companys newsletter next week. To subscribe please visit http://www.puca.com/signup Please see attached infographic for research highlights.

About the Survey The survey was conducted by Market Research Company iReach during the period of 22nd September to 29th September using the iReach Consumer Decisions Research Panel which delivered 1,000 responses from adults in Ireland aged 18+ to 65+ and is nationally representative by Age, Region, Gender and Social Class.

About Pca Established in 2000, Pca provides a range of mobile technologies and services including mobile marketing, business communications and mobile commerce to a client base that includes some of the worlds best known brands and organisations. CEO Eamon Hession has played a pivotal role in the development of the mobile marketing industry in Ireland over the past ten years. He founded the Irish chapter of the Mobile Marketing Association (MMA), has served a number of terms as its chairman and has also served on the European board of the MMA. Pca is unique in being able to provide a 360 degree mobile solution for its clients encompassing SMS, mobile apps, m-commerce and mobile Internet backed up by the companys strategic mobile expertise and insight; a proven technology platform; and an ongoing investment program in R&D.

Enquiries For press enquiries and interview opportunities please contact: The Keogh Partnership Ruairi Keogh 086 2339760 ruari@thekeoghpartnership.ie Thomas Brunkard 085 7189920 tom@thekeoghpartnership.ie