Why Irish marketers can no longer ignore mobile

ComReg has just released their latest figures for Irish Mobile phone subscriptions and it’s now official that Ireland has more mobile phone users than people.

Figures show that at the end of March 2014 there were 5,619,777 mobile subscriptions in Ireland while the Central Statistics Office’s Quarterly National Household Survey that estimates a population of 4,611,000.

The number of smartphone/tablet users increased to 2,717,901 this quarter, up by 4.2% from Q4 2013 and up by 12.2% compared to Q1 2013.

This equates roughly to 1.21 mobile phones for every man, woman and child in the country, irrespective of their age. Comreg’s report also estimates that 57% or 3.2 million of all phones in Ireland are smart phones.

When you also consider how mobile is changing our shopping habits, it’s clear that a mobile marketing strategy is no longer a ‘nice to have’ but is a ‘must have’. From allowing consumers to research products on their mobiles to actually completing sales, the role of the mobile has empowered customers and the savvy marketer needs to embrace this opportunity. Think about it, no other device is as personal (we don’t tend to share it) and as present (we always have it with us).

Marketers need to adopt a ‘mobile first’ strategy and a responsive design is a great start.



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