This month, the eyes of the world turn to Ireland for St. Patrick’s Day, as the feast day of the nation’s patron saint kicks off countless parades, parties, and celebrations.
But Ireland has had the tech world’s attention for some time now as well. The country is a full-fledged technology hub, as international corporations and startups alike form a strong community of innovators.
With a booming tech industry and a solid telecommunications infrastructure, Ireland is a plugged-in nation. Some 56% of the population had a smartphone in 2014, and that number is expected to rise to 69% by 2018.
We took a look at the Irish traffic on our platform in 2014 to see how one of EMEA’s leading tech hubs uses mobile. Here are our top insights (source: Millennial Media, 2014):
Insight No. 1: Ireland loves Apple.
Compared to the rest of EMEA, Ireland shows a marked preference for Apple products. 54% of all Ireland-based impressions on our platform, compared to 31% in EMEA, came from Apple devices. Samsung is a distant second in Ireland, accounting for 26% of the country’s mobile impressions.
There’s a parallel trend in the OS mix: 55% of Ireland-based impressions come from iOS, in contrast to 32% of EMEA impressions. Android accounts for the other 45%.
Apple’s strong market share is unsurprising, given that the company has had a large presence in Ireland for more than 30 years, and that it recently announced plans to build a huge data centre near Galway.
In any case, Ireland runs counter to global trends; our 2014 Year in Review Mobile Mix saw Samsung overtake Apple for the first time ever in the same time period.
Insight No. 2: Ireland connects to mobile in a different way.
Ireland uses non-phone connected devices, including tablets, more than EMEA in general.
Advertisers looking to connect with Irish markets would be well advised to target tablets, gaming devices, connected televisions, and to consider taking advantage of rich media ad units that make the most of those larger screens. Video ads help Irish mobile users take full advantage of these larger screens, as video ads run in Ireland see five times greater engagement than standard banners.
Insight No. 3: In terms of app category engagement, Ireland likes to work and to play.
Mobile users in Ireland are most engaged with Tools & Productivity apps, but the No. 2 category is Games and the No. 3 is Music & Entertainment. I guess they’re making good use of those productivity apps and opening up their schedules for gaming, music, and other fun endeavours!
Insight No. 4: When it comes to brand engagement, Ireland and EMEA only overlap on Pharmaceuticals.
Pharmaceuticals were the only category that ranked in the top five for brand vertical engagement for both Ireland and all of EMEA.
The top engaging brand vertical for Ireland was News.
Ireland has a distinct cultural heritage in music, literature, dance, sport, and language. Now, in the 21st century, the country seems to be developing a distinct way of consuming mobile information. Advertisers should consider the importance of audience targeting andmeasurement that’s possible in the mobile advertising ecosystem when reaching out to Ireland, or really when considering any market.
Who needs luck when you have data?
More from Zac Pinkham
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.