In line with changing social and economic conditions in Ireland, the way consumers are accessing media channels is evolving.

A key difference between young Irish consumers and more mature consumers is the speed with which new media have been integrated into their daily routines, with understandably greater enthusiasm among younger consumers. An important conclusion from this report, however, is that few consumers are prepared to be left behind.

The challenge for advertisers is not only how to target consumers but how to reach them in new and more innovative ways, for example the proliferation of wi-fi spots. Today’s consumers have never been more connected.

This report looks primarily at the impact of technology on Irish lifestyles and why their relationship with technology is so important to consumers.

Key report themes:

• Why does technology have such an impact on Irish consumers?
• How have different types of media influenced consumers’ lifestyles?
• Are younger and older consumers digesting information differently?
• Does the rate of media consumption affect the success of new trends in the marketplace?
• Which media types have been most innovative in catering for changing consumers’ needs/expectations?

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