6. Gadgets

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Gadget adoption levels. Source: TNSmrbi/Joint National Listenership Research Special Interest Groups report Aug 2007

Two out of three Irish people have an iPod or another MP3 player, while two out of three subscribe to a digital TV service. The Irish love affair with electronic gadgets is evidenced in research undertaken primarily to track radio listenership and influence where advertising budgets are spent.

Fifty two per cent of the 15,000-strong sample say that they have an internet connection, which corresponds with findings from the Central Statistics Office. ABC1s outstrip other social classes in their use of the Internet and their ownership of electronic devices, as do urban consumers compared with their rural counterparts.

Digital radio (DAB) seems to have higher usage levels than would have been expected, while Blackberrys have yet to enjoy widespread consumer appeal.

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