NEARLY four in five Dubliners "cannot live without their mobile phone" according to a new survey.
Research from PML Group and Ipsos MRBI into the mobile phone market, found that four out of five of those between 15 and 54 felt they would struggle to get by without their phone.
The study also showed that one in five of all adults seek out free WIFI locations on a daily basis, rising significantly among younger age groups. A third of respondents have downloaded an app that allows them to scan a QR code, while half of smartphone owners have taken direct action in response to a poster ad using their phone.
Colum Harmon, Marketing Manager PML Group, said the research was crucial for understanding the market.
“The idea behind this ‘deep-dive’ category research is to provide our Telecoms clients and their media and creative agencies with some valuable new insights into how the public perceive their brands under a number of different headings.
“It’s about how they use phone products and services, how visible Telecoms advertising is among its target audience and how aware the public are of how mobile phones and their apps can be applied to out of home advertising. It yielded some fascinating results,” he added.