Irish Lifestyles - Ireland - April 2008

Table of Contents

• Issues in the Market
• Key themes in the report
• Definitions
• Abbreviations
• Irish Lifestyles in Brief
• Changing face of Irish society
• Continued financial headaches for Irish consumers
• Equality...what equality?
• The credit crunch brings a new era for change
• The media-savvy Irish consumer
• Taking responsibility of own financial situation
• Irish consumers jump on health bandwagon
• Are consumers drinking less?
• Going wild?
• Sit back and relax proves most popular pastime for Irish consumers
• Who is the Modern Irish Consumer?
• Key points
  • Figure 1: Summary of key trends, 2008
• Population growth outpaces UK
• Year-on-year growth for RoI population
  • Figure 2: Population, by gender (millions), RoI, 2002-07
• Women account for largest percentage of NI' s population
  • Figure 3: Population, by gender (000s), NI, 2002-07
• Over 7 million people in all Ireland by 2031
  • Figure 4: Population projections (million), NI and RoI, 2006-31
• Differences in RoI population in 2007 compared to 2002
  • Figure 5: Population, by gender and age, RoI, 2007
• RoI second-highest under-25 population
  • Figure 6: Percentage of the population under 25, by country, 2010 and 2015
• Higher proportion of younger consumers in NI
• NI' s ageing population
  • Figure 7: Population, by gender and age, NI, 2006
• Ageing population
• Births and deaths
  • Figure 8: Number of births and deaths, RoI and NI, 2001-06
• RoI in midst of another Baby Boom generation
• More men than women dying in RoI
• Cancer on the increase in RoI
• Suicidal trends
• NI consumers are living longer
• Cancer is biggest killer in NI
• Changing family structure
• Higher proportion of births to first-time mums
• Marriages continue to grow in RoI
  • Figure 9: Number of marriages, RoI, 2001-06
• Spiraling costs for an RoI wedding
• Wedding cost encourages more NI couples to go abroad
• ' I do, as long as we both shall live' ?
  • Figure 10: Population aged 15+, by marital status, RoI, 2002 and 2006
• Increased rate of marriages and divorces in NI
  • Figure 11: Number of marriages and divorces, NI, 2001-06
• 13% increase in the number of marriages in NI over a five-year period
• Changing times
• Highest annual number of divorces recorded in 2006 for NI
• Marry in haste, repent at leisure
• Marriage is best type of relationship for NI consumers
• Are Irish consumers becoming more tolerant?
• Continuing high immigration drives population increase in RoI
  • Figure 12: Impact of immigration, RoI, 2006-07
• Expansion of EU in 2004 causes ripples for RoI population
  • Figure 13: Number of non-nationals living in RoI, 2002-07
• Ireland: an attractive prospect?
  • Figure 14: Estimated immigrants coming to RoI, by origin, 2002-07
• Polish consumers flock to RoI
  • Figure 15: Number of people coming to live in RoI, by country of last residence, 2006
• Influx of non-national males in RoI
• Immigration accounts more to NI population than natural increases
  • Figure 16: Impact of immigration, NI, 2005-06
• NI new political era encourages non-nationals to come north of the border
  • Figure 17: Estimated immigrants coming to NI, by origin, 2004-05 and 2005-06
• Muslims are largest non-Christian religious group in RoI
  • Figure 18: Population, by religion, RoI, 2002 and 2006
• Decline in religious faith
• Immigrants' religion impacts NI' s political landscape
• Growth of number of cohabiting couples in RoI
• Births outside marriage are on the rise in RoI
  • Figure 19: Number of births within and outside marriage, RoI, 2001-06
• Births outside marriage on the increase in NI
  • Figure 20: Births within and outside marriage, NI, 2001-06
• End of an era?
• Family vs career
• Couples with children accounted for largest proportion of NI households
• Couples without children is fastest-growing household type in RoI
  • Figure 21: Households, by family type, RoI, 2002 and 2006
• Higher percentages of married male gay couples as opposed to lesbian partnerships
  • Figure 22: Civil partnerships, numbers, mean age and percentage, by age at civil partnership, NI, 2005 and 2006
• Love thy neighbour?
• Cost of Living in Modern Ireland
• Key points
  • Figure 23: Summary of key trends, 2008
• What is the outlook for NI' s economy?
  • Figure 24: Health of economy, RoI and NI, 2006-08
• House builders in NI face massive uncertainty
• On the upside?
• What is the outlook for RoI' s economy?
• High inflation rates for RoI
• Inflation in the UK exceeds the Bank of England' s target of 2%
• First-time buyers make up to 32% of NI' s housing market
  • Figure 25: Facts in relation to first-time homeowners in NI, 2005 and 2006
• One in five first-time buyers currently non-Irish in RoI
  • Figure 26: Breakdown of overall first-time buyer market in RoI, 2002-07
• How do Irish consumers plan to cut back in 2008?
  • Figure 27: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , NI and RoI*, January 2008
• Common ways to cut back
  • Figure 28: Top consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by age, RoI, January 2008.
• Equality in living standards
• Rising utility bills bring poverty line closer
• Fuel poverty causes 4-6% of NI deaths
• Measuring poverty in NI
• Living in poverty in NI
• Fewer RoI consumers living in poverty in 2006
  • Figure 29: Average household income and percentage of RoI' s population living in poverty, 2005 and 2006
• A growing rich-poor divide?
• The wealth of the Irish
  • Figure 30: International wealth table, 2005/06
• 30,000 millionaires in Ireland
• How are consumers investing their money?
  • Figure 31: Current and forecast estimated of how Irish consumers invested their money, 2005 and 2015
• Creating a wider chasm
• Employment and education
• More NI males going out to work compared to females
  • Figure 32: Number of people employed and unemployed, by gender, NI, 2007
• More men in employment in RoI compared to females
  • Figure 33: Number of people employed, by gender, RoI, 2001-07
• NI males still earn more than females
  • Figure 34: Average annual wage, by gender, NI, 2006/07
• Large percentage of NI population employed in service sector
  • Figure 35: Male and female full time employees, by industry sector, NI, 2007
• RoI employment by occupation mirrors NI' s
  • Figure 36: People in employment, by occupation, by gender, RoI, 2007
• Non-nationals contribute to RoI' s skilled labour market
  • Figure 37: Percentage of non-nationals in employment in RoI, by occupation, 2006
• Higher proportion of NI male entrepreneurs
  • Figure 38: Number of people employed and type of employment, by gender, NI, 2007
• NI females show higher preference to undertake part-time work
  • Figure 39: Full-time/part-time split of employees, by gender, NI, 2007
• The gender gap widens at A-level/upper secondary stage
  • Figure 40: Qualifications on leaving school, by gender, NI, 2005/06
• Boys leave education earlier
  • Figure 41: Participation in universities and Further Education colleges, by gender, NI, 2005/06
• Women in RoI gain higher levels of education compared to males
  • Figure 42: Highest level of education completed, by gender, RoI, 2007
• Gender bias remains
• Funding Modern Irish Lifestyles
• Key points
  • Figure 43: Summary of key trends, 2008
• Irish consumers more knowledgeable about their financial situation
• Greater sense of financial awareness
  • Figure 44: Percentage of adults who state ' I am more aware of personal finance than I used to be' , NI and RoI, 2002-07
  • Figure 45: Attitudes towards personal finance, NI and RoI, November 2007
• Frustration felt by young people
• Greater demand for flexibility and convenience
• Attitudes towards current service providers
• Reluctance to ask for financial advice
• Accessing banking services
  • Figure 46: Reasons for visiting a bank branch, NI and RoI, 2007
• Online banking
  • Figure 47: Methods of accessing banking facilities, NI and RoI, 2007
• Flexible options for planning for the future
• Changing opinions on future financial plans
• Are Irish consumers becoming more debt-averse?
• Attitudes towards saving, debt and borrowing credit
• Differences between NI and RoI regarding spending and saving
  • Figure 48: Percentage of adults who state ' If there' s something I want, I save up for it' , NI and RoI, 2002-07
• Attitudes towards debt in NI and RoI
  • Figure 49: Percentage of adults who state ' I don' t like the idea of being in debt' , NI and RoI, 2002-07
• Usage of various credit options
• Types of credit facilities
  • Figure 50: Percentage of credit facilities used in the last 12 months, NI and RoI, 2007
• Personal loans
  • Figure 51: Purchases made by credit, NI and RoI, 2007
• Credit unions
  • Figure 52: Credit union usage, NI, 2002-07
  • Figure 53: Credit union usage, RoI, 2002-07
• Attitudes towards cards
• NI and RoI differ slightly in their opinions of credit cards
• Card ownership
  • Figure 54: Percentage of credit card/charge card ownership, NI and RoI, 2002-07
• Debit cards
• Card purchases
• Modern Attitudes towards Ethics and the Environment
• Key points
• Ethical issues in the Irish market
  • Figure 55: Summary of key trends, 2008
• Food and drink
• Food origins and content play important role in purchasing decisions
• Irish consumers are deeming healthy products as ethical alternatives
• The Irish clothing market?
• Leading the way forward for ethical clothing
• Donating to cancer research proves most worthwhile cause for Irish consumers
  • Figure 56: Most popular types of charity Irish consumers contributed to, NI and RoI, 2007
• Defining the ethical consumer
• The ethical modern Irish consumer
  • Figure 57: Important aspects when grocery shopping for food and/or drink, NI and RoI, November 2007
• Key differences between NI and RoI consumers' recycling policy
  • Figure 58: ' The need to recycle' -- an important aspect when shopping for food and/or drink, by age, NI and RoI, November 2007
• More charitable side to NI' s consumers
  • Figure 59: Percentage of Irish consumers that donated £5+/€7.50+ to charity in last 12 months, by age, NI and RoI, 2007
• Irish consumers are more reluctant to say no to hands-on charity fundraising
  • Figure 60: Motivation to donate to charity, NI and RoI, 2007
• Are RoI consumers more ethical than NI?
  • Figure 61: Relevant statements regarding the environment and food and drink, NI and RoI, November 2007
• The local vs fair trade dilemma
• Fair trade products more sought after by RoI consumers
• Risk to fair trade market as demand increases for local food
• Farmers' markets are proving a popular trip out for Irish consumers
• Is price playing a key role in ethical market?
• Will Irish consumers opt out of the more expensive ethical clothing lines?
• Price premiums are a concern for organic market
  • Figure 62: Agreement with statements ' It is worth paying more for organic food' and ' I look for the lowest possible price when shopping' , NI and RoI, 2001-07
• Are consumer ethics being pushed to one side in favour of lower prices?
  • Figure 63: Consumers who only buy products from companies whose ethics they agree with, NI and RoI, 2004-07
• Is Health and Wellbeing a Priority?
• Key points
  • Figure 64: Summary of key trends, 2008
• Positive lifestyle trends
  • Figure 65: Attitudes towards food/shopping for food and eating, NI and RoI, 2002 and 2007
• Making time for health?
• More family meals (not necessarily at weekends)
• More home cooking
• Less brand-loyal
• Evidence of less healthy attitudes in NI
  • Figure 66: Attitudes towards diet/lifestyle, NI and RoI, 2002 and 2007
• Good intentions
• Costs of eating healthy
• More takeaway meals for NI consumers
• Plus vs minus -- a healthier relationship with food
  • Figure 67: Attitudes towards diet/lifestyle, NI and RoI, 2002 and 2007
• Who cares about calories?
• Natural gets the thumbs up from Irish consumers
• RoI consumers choose healthy option while dining out
• Spoiling ourselves on more occasions
• Are Irish consumers exercising more?
  • Figure 68: Agreement with the statement ' I do some form of sport or exercise at least once a week' , NI and RoI, 2001-07
• Football participation increases
• Solitary sports
• Are Irish consumers drinking more?
  • Figure 69: Alcohol consumption in the last 12 months, NI and RoI, 2001-07
• Alcohol not essential to leisure
  • Figure 70: Out-of-home spending vs on-trade spending, all Ireland, 2001-07
  • Figure 71: Consumer attitudes towards nights out, NI and RoI, March 2007
• Staying in is the new going out
• The aftermath of binge drinking
• Who are Ireland' s binge drinkers?
• Are Irish consumers feeling the benefits of a smoke-free nation?
  • Figure 72: Agreement with statement ' Banning smoking in public places was a good idea' , NI and RoI, 2007
• RoI leads the way for a smoke-free nation
• Tax has an impact on consumption
• Drugs becoming more integrated into Irish society
  • Figure 73: Types of drugs consumers have used in their lifetime, NI and RoI, 2006/07
• Role of Leisure in Modern Lifestyles
• Key points
• Health and leisure pursuits are key personal aspirations for 2008
  • Figure 74: Consumer responses to statement ' Thinking now about your personal hopes and aspirations, which of these are priorities for you in the coming year?' , RoI and NI*, January 2008
• Consumer hopes and aspirations differ with age
• Entertaining Irish consumers during the day
• Daytime leisure activities
  • Figure 75: Participation in leisure activities, NI and RoI, June 2007
• Shopping for pleasure
• Relaxing activities important
  • Figure 76: Selected day out attitudinal statements, NI and RoI, June 2007
• Entertaining Irish consumers at night
  • Figure 77: Participation in night out activities, NI and RoI, March 2007
• RoI consumers flock to the pub
  • Figure 78: Go to pub, day and night, NI and RoI, March 2007
• Dining out -- a popular leisure activity
  • Figure 79: Go to a restaurant, day and night, NI and RoI, March 2007
• Are consumers cutting back on leisure spend?
  • Figure 80: Consumer attitudes towards nights out and days out, NI and RoI, March 2007
• Is cinema losing its appeal?
  • Figure 81: Cinema-goers, NI and RoI, 2004 and 2007
• Are Modern Irish Consumers Embracing Technology?
• Key points
  • Figure 82: Summary of key trends, 2008
• Are consumers choosing media to suit their lifestyle?
• Irish consumers are frequent everyday users of the Net
  • Figure 83: Internet usage, NI and RoI, 2001-07
• Irish consumers want quick access to the Web
  • Figure 84: Broadband connection, RoI and NI, 2004 and 2007
• Reluctance to use the online medium outside the home or work environment
  • Figure 85: Internet access, RoI and NI, 2007
• Social networking websites encourage more Irish consumers to go online
• The age of the silver surfer
• Google domination
  • Figure 86: Most popular website properties in RoI, September 2007
• Irish consumers are still not embracing online shopping to its full extent
  • Figure 87: Purchases via the Internet in the last 12 months, NI and RoI, June 2007
• Television viewing remains popular pastime
• Multiple ownership of mobile phones
• Analysing mobile phone usage will assist future marketeers
• Direct response inspires a reaction
• Are newspapers losing their appeal?
• Magazine readership on the up
• Access to the masses
  • Figure 88: Advertising spend in RoI, 2005/06
• Outdoor media make way for new opportunities
• Are we embracing technology?
• Meeting the modern Irish consumer' s expectations
• Growth of e-commerce
• Irish consumers worry over the quality of items bought on the Web
  • Figure 89: Selected consumer lifestyle statements regarding other forms of media, NI and RoI, 2007
• Online shopping habits
• The increasingly tech-savvy Irish consumer
  • Figure 90: Percentage of consumers that agreed with statement ' I try to keep up with developments in technology' , RoI and NI, 2002 and 2007
• Irish consumers show loyalty to their chosen newspaper
  • Figure 91: Consumer lifestyle statements regarding print media, agreement with statement, NI and RoI, 2007
• Over half of Irish consumers flick through free newspapers in their homes
  • Figure 92: Consumer lifestyle statements regarding print media, agreement with statement, NI and RoI, 2007
• Positive attitudes towards TV innovations
  • Figure 93: Selected consumer lifestyle statements regarding television, agreement with statement, NI and RoI, 2007
• RoI' s consumers enjoy listening to the radio for companionship
  • Figure 94: Consumer lifestyle statements regarding the radio, agreement with statement, NI and RoI, 2007
• Responding to the needs of the new Irish
• Increasing appeal of targeting the ' new Irish'
• The price-sensitive non-national
• Local radio stations reach out to new Irish market
• Popularity of tabloid newspapers by non-nationals
• Consumer Hopes and Aspirations for 2008
• Key points
• Creating consumer groups
• NI consumer groups
  • Figure 95: NI target groups according to personal aspirations, January 2008
• Home-Birds (49% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back in 2008?
• Understanding Home-Birds
• Globetrotters (30% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back?
• Understanding Globetrotters
• Self-Improvers (21% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back?
• Understanding Self-Improvers
• RoI consumer target groups
  • Figure 96: RoI target groups according to personal aspirations, January 2008
• Optimists (36% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back?
• Understanding Optimists
• Health Enthusiasts (35% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back?
• Understanding Health Enthusiasts
• Easy Goers (28% of respondents)
• Personal aspirations
• Who are they?
• How will they cut back?
• Understanding Easy Goers
• Appendix
• Definition of non-nationals (Multicultural Ireland: The Ethnic Impact -- Ireland, January 2008)
• Methodology of focus groups
• Lifestage explanation
• Definition of country
  • Figure 97: Definition of EU 15 and EU 12 member states
• Who is the Modern Irish Consumer?
  • Figure 98: Population forecast, RoI, 2002-31Figure 99: Population forecast, by gender and age, RoI, 2002 and2007
  • Figure 100: Population forecast, by gender and age, NI, 2002-31
• RoI males accounted for higher proportion of the under-25s in 2002
  • Figure 101: Population, by gender and age, RoI, 2002Figure 102: Population, by gender and age, NI, 2001Figure 103: Estimated immigration coming to RoI, by gender and origin, 2002-07
  • Figure 104: Religion in RoI, by country of origin, 2006
  • Figure 105: Number of marriages and average age at marriage, RoI, 2001-06
  • Figure 106: Family units, by number of children, RoI, 2002 and 2006
  • Figure 107: Household type, NI and UK, 2007
  • Figure 108: Population, by religion, NI, 2001Figure 109: Divorces, by gender and age at divorce, NI, 2006Figure 110: Marriages, percentages, by method of celebration, NI, 2001 and 2006
  • Figure 111: Age of males and females when undertaking a civil partnership, NI, 2006
• Cost of living in modern Ireland
  • Figure 112: Economic activity and forecast outlook, RoI, 2005-09
  • Figure 113: Percentage weekly spend on various goods and services, NI, 2007
  • Figure 114: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by age, RoI, January 2008
  • Figure 115: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by age, NI, January 2008
• RoI men work longer hours than female counterparts
  • Figure 116: Employment and usual hours worked in RoI, by marital status, by gender, 2007
  • Figure 117: Estimated weekly wage of males and females, NI, 2006
• Media consumption
  • Figure 118: Visiting the cinema, NI and RoI, 2004 and 2007
• Health and wellbeing
  • Figure 119: Indexed participation in sport vs index spending on sports goods and equipment, NI and RoI, 2003-08
• Leisure
  • Figure 120: Consumer responses to statement ' Thinking now about your personal hopes and aspirations, which of these are priorites for you in the coming year?' , by age, NI, January 2008
  • Figure 121: Consumer responses to statement ' Thinking now about your personal hopes and aspirations, which of these are priorities for you in the coming year?' , by age, RoI, January 2008
  • Figure 122: Consumer responses to statement ' Thinking now about your personal hopes and aspirations, which of these are priorities for you in the coming year?' , by age, RoI*, January 2008
• Funding modern lifestyles
  • Figure 123: Consumers paying for their own car insurance, NI and RoI, 2002 and 2007
  • Figure 124: Health insurance statements, NI and RoI, 2007
  • Figure 125: Percentage of people who own a mortgage in their own name or jointly with spouse, RoI, 2002-07
• Cutting back on personal spending
  • Figure 126: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by gender, age, presence of children, socio-economic group, region and area, RoI, January 2008
  • Figure 127: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by gender, age, marital status, presence of children, tenure, working status, socio-economic group, region and area, RoI, January 2008.
• Cutting back on personal spending
  • Figure 128: Consumer responses to statement ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by gender, age, marital status, presence of children, tenure, working status, socio-economic group, region and area, NI, January 2008
  • Figure 129: Consumer responses to statement, ' When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?' , by demographic split, NI, January 2008
  • Figure 130: Attitudes towards finance, NI, 2002-07Figure 131: Attitudes towards finance, RoI, 2002-07
  • Figure 132: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, NI, 2007
  • Figure 133: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, NI, 2007
  • Figure 134: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, NI, 2007Figure 135: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, RoI, 2007
  • Figure 136: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, RoI, 2007
  • Figure 137: Attitudes towards finance, by gender, age, socio-economic group, working status, household size, lifestage and marital status, RoI, 2007