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Online Entertainment - Ireland - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Lifestyle

No. of Pages : 203 Pages

Online gambling is the largest sector of the online entertainment market in Ireland and continues to experience growth. However gambling operators will have to respond to increasing social and political pressures to reduce the risks of gambling addiction amongst consumers.
Table of Content

Introduction

Key themes in the report
Data sources
Definitions
Abbreviations

Executive Summary

The market
Figure 1: Estimated online entertainment market size, RoI, 2009-19
Forecast
Figure 2: Indexed estimated online entertainment market value, RoI, 2009-19
Market factors
Internet connectivity set to improve across Ireland
Longer working hours see consumers crave convenience
Mobile device ownership on the rise
Mobile maturing as a gambling platform
Expanding video on demand market
Casual games and mobile fuelling online gaming growth
Innovations
The consumer
Online gambling holds greater appeal in NI
Figure 3: Online gambling activities engaged in by Irish consumers in the last 12 months, NI and RoI, October 2014
Social responsibility is high on Irish consumers’ agenda
Figure 4: Agreement with statements relating to online gambling and betting, NI and RoI, October 2014
Netflix dominates paid-for video streaming across Ireland
Figure 5: Paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, NI and RoI, October 2014
Over one third of consumers ‘binge watch’ when using streaming services
Figure 6: Agreement with statements relating to online video streaming services, NI and RoI, October 2014
NI consumers more engaged with online gaming
Figure 7: Consumers’ engagement with online games, NI and RoI, October 2014
Social network sites remain popular online destinations
Figure 8: Types of online activities consumers have engaged in over the last 12 months, NI and RoI, October 2014
What we think

Issues and Insights

What are Irish consumers’ online gambling and betting activities?
The facts
The implications
What are Irish consumers’ attitudes towards online gambling and betting?
The facts
The implications
What are Irish consumers’ usage habits and experience with online video streaming services?
The facts
The implications
How popular is online gaming?
The facts
The implications
What other types of entertainment activities are Irish consumers participating in online?
The facts
The implications

Trend Application

Accentuate the Negative
FSTR HYPR
Futures: Old Gold

Market Overview

Key points
Internet connectivity is key
Figure 9: Fixed broadband penetration, NI and RoI, 2009-14
Figure 10: Average ISP speeds, RoI, UK and Europe, October 2014
Mobile internet benefiting from 4G rollout
Internet connectivity to be enhanced
Consumers pressed for time
Figure 11: Average number of actual weekly hours of work in main job, full- and part-time employees, UK (including NI) and RoI, 2009-13.
Smartphone and tablet ownership continue to grow
Figure 12: Increase in smartphone ownership, NI and RoI, 2013-14
Figure 13: Increase in tablet ownership, NI, and RoI 2013-14
Mobile maturing as a gambling and betting platform
Point-of-consumption (PoC) taxes to impact the online gambling sector
Online gambling contributing to addiction debate
Increased choice in paid-for video on demand market
Competition from pay-TV providers and pirating
Casual and device-based game formats driving online gaming growth
Cloud gaming market expected to mature in 2015-16

Market Size and Forecast

Key points
Online video streaming witnessing the fastest growth
Figure 14: Estimated online entertainment market size, RoI, 2009-19
Mobile to drive growth in online gambling and video gaming
Figure 15: Indexed estimated online entertainment market value, RoI, 2009-19
Casual gaming on mobile devices to continue to drive growth

Strengths and Weaknesses

Strengths
Weaknesses

Companies and Innovations

Key points
Innovations
Broadening the appeal of gambling
Crowdsourcing sentiment to provide results predictions
Bundling streaming services with telephone and internet packages
Sony offering new avenues to online gaming
Company profiles
Online gambling providers
Boylesports
Ladbrokes
National Lottery (An Post)
Paddy Power
SeanieMac
William Hill
Streaming services
Aertv
Amazon Prime Instant Video (LOVEFiLM)
Blinkbox
Eircom
Google Play
Netflix
Now TV
UPC
Gaming service providers
Microsoft Xbox
Nintendo
OnLive Game Service
Sony PlayStation

The Consumer – Online Gambling and Betting Activities

Key points
NI consumers more likely to participate in online gambling
Figure 16: Experience of online gambling and betting, NI and RoI, October 2014
Lottery games popular amongst Irish consumers
Figure 17: Online gambling activities engaged in by Irish consumers in the last 12 months, NI and RoI, October 2014
Online sports betting dominated by horse/dog racing
Mature consumers in RoI more likely to bet on horse/dog racing
Figure 18: Consumers who have gambled on horse/dog racing online in the last 12 months, by age, NI and RoI, October 2014
Online betting on horse/dog racing dominated by NI men
Figure 19: Consumers who have gambled on horse/dog racing online in the last 12 months, by gender and social class, NI and RoI, October 2014
Online bingo much more popular in NI
Figure 20: Consumers who have played bingo online in the past year, by gender and age, NI and RoI, October 2014
Opportunities for increased participation amongst key demographics in RoI

The Consumer – Attitudes towards Online Gambling

Key points
Six out of 10 Irish consumers view gambling addiction to be a major social problem
Figure 21: Agreement with statements relating to online gambling and betting, NI and RoI, October 2014
Players are looking to others to reduce the risks of addiction
Figure 22: Consumers who agreed with the statement ‘Online gambling operators are not doing enough to reduce risks of gambling addiction for players’, by gender and social status, NI and RoI, October 2014
Two thirds of consumers think advertising should carry more warnings
Online gambling faces tough competition from offline settings
Figure 23: Consumers who agreed with the statement ‘I prefer gambling online compared to betting shops/lottery kiosks’, by work status, NI and RoI, October 2014

The Consumer – Usage of Online Video Streaming

Key points
Less than half of Irish consumers have used a paid-for streaming service in the past year
Figure 24: Paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, NI and RoI, October 2014
Older consumers more likely not to stream paid-for video
Figure 25: Consumers who have not used paid-for video streaming services in the past year, by age, NI and RoI, October 2014
Less affluent consumers more likely not to have used a paid for streaming service
Figure 26: Consumers who have not used a paid-for video streaming services in the last 12 months, by social class, NI and RoI, October 2014
Netflix more popular with over-35s in RoI than NI
Figure 27: Consumers who have used Netflix in the past year, by age, NI and RoI, October 2014

The Consumer – Experience with Online Video Streaming

Key points
Four out of 10 RoI consumers ‘binge watch’
Figure 28: Agreement with statements relating to online video streaming services, NI and RoI, October 2014
‘Binge watching’ varies amongst demographics in NI and RoI
Figure 29: Consumers who ‘binge watch’ using streaming services, by gender and work status, NI and RoI, October 2014
Almost one third of consumers stream/download more than a year ago
Figure 30: Consumers who agreed with the statement ‘I stream/download more TV and/or films compared to 12 months ago’, by gender and age, NI and RoI, October 2014
A quarter of Irish consumers prefer streaming services to standard TV
Figure 31: Consumers who prefer streaming services to standard TV, by gender and work status, NI and RoI, October 2014
Irish students and mature consumers in RoI most likely to want more original content
Figure 32: Consumers who agreed with the statement ‘I would like to see more original programming produced by streaming services (eg House of Cards), by work status, NI and RoI, October 2014

The Consumer – Engagement with Online Gaming

Key points
Over half of NI, but less than one third of RoI consumers play games online
Figure 33: Consumers’ engagement with online games, NI and RoI, October 2014
Online gaming strongest among 16-24-year-olds in NI and 16-34-year-olds in RoI
Figure 34: Consumers who play online games, by age, NI and RoI, October 2014
PC/laptops and smartphones the most used online gaming devices
Figure 35: Time spend playing online games each week, by device, NI and RoI, October 2014
Figure 36: Ownership of devices, NI and RoI, October 2014
Three out of 10 RoI consumers do not play online games via smartphones
Women more likely to play online games for up to three hours
Figure 37: Time spent playing online games via PC/laptop computers each week, by gender and age, NI and RoI, October 2014
Online gaming on smartphones also higher amongst women
Figure 38: Time spent playing online games via smartphones (eg iPhone, Samsung Galaxy) each week, by gender and age, NI and RoI, October 2014

The Consumer – Engagement with Other Online Activities

Key points
Over three quarters of Irish consumers visited social networking sites in the past year
Figure 39: Types of online activities consumers have engaged in over the last 12 months, NI and RoI, October 2014
YouTube attracts approximately two out of three Irish consumers
Figure 40: Consumers who visited YouTube over the past 12 months, by work-status, NI and RoI, October 2014
NI men twice as likely as those in RoI to visit celebrity gossip/magazine websites
Figure 41: Consumers who have visited a celebrity gossip/magazine website, by gender, NI and RoI, October 2014
Three quarters of RoI 16-24-year-olds stream music/music video
Figure 42: Consumers who stream music/music video, by age, NI and RoI, October 2014
Affluent consumers in general more likely to engage in online activities
Figure 43: Types of online activities consumers have engaged in over the last 12 months, by socio-economic status, NI and RoI, October 2014

Appendix

NI Toluna tables
Figure 44: If consumers have gambled online in the last 12 months and future gambling intentions, by demographics, NI, October 2014
Figure 45: Consumers who have engaged in online horse/dog racing in the last 12 months, by demographics, NI, October 2014
Figure 46: Consumers who have engaged in online football betting (excluding pools) in the last 12 months, by demographics, NI, October 2014
Figure 47: Consumers who have engaged in online betting on GAA games (football, hurling, etc) in the last 12 months, by demographics, NI, October 2014
Figure 48: Consumers who have engaged in online betting on rugby in the last 12 months, by demographics, NI, October 2014
Figure 49: Consumers who have engaged in online betting on other sports in the last 12 months, by demographics, NI, October 2014
Figure 50: Consumers who have engaged in online betting on events (eg politics, Big Brother etc) in the last 12 months, by demographics, NI, October 2014
Figure 51: Consumers who have engaged in betting online on the National Lottery in the last 12 months, by demographics, NI, October 2014
Figure 52: Consumers who have engaged in betting online on the EuroMillions in the last 12 months, by demographics, NI, October 2014
Figure 53: Consumers who have engaged in betting online on casino games (eg roulette etc) in the last 12 months, by demographics, NI, October 2014
Figure 54: Consumers who have engaged in betting on online slots and instant win games in the last 12 months, by demographics, NI, October 2014
Figure 55: Consumers who have engaged in betting online on bingo in the last 12 months, by demographics, NI, October 2014
Figure 56: Consumers who have engaged in betting online on poker in the last 12 months, by demographics, NI, October 2014
Figure 57: Consumers who have engaged in betting online on football pools in the last 12 months, by demographics, NI, October 2014
Figure 58: Agreement with the statement ‘Online gambling providers make it easy to set spending limits’, by demographics, NI, October 2014
Figure 59: Agreement with the statement ‘Online UK-based betting services (eg William Hill) are superior to NI/RoI betting services’, by demographics, NI, October 2014
Figure 60: Agreement with the statement ‘It is easier to spend more than you intend to when gambling online compared to gambling in a venue (eg casino, betting shop etc)’, by demographics, NI, October 2014
Figure 61: Agreement with the statement ‘Gambling addiction is a major social problem in this country’, by demographics, NI, October 2014
Figure 62: Agreement with the statement ‘I prefer gambling online compared to betting shops/lottery kiosks’, by demographics, NI, October 2014
Figure 63: Agreement with the statement ‘Online gambling operators are not doing enough to reduce risks of gambling addiction for players’, by demographics, NI, October 2014
Figure 64: Agreement with the statement ‘Government regulation of websites is a good way to protect players from gambling addiction risks online’, by demographics, NI, October 2014
Figure 65: Agreement with the statement ‘The risks of developing a gambling problem are over-stated by the media (eg newspaper articles, TV programmes)’, by demographics, NI, October 2014
Figure 66: Agreement with the statement ‘I prefer to use NI/RoI online betting (eg Paddy Power) services compared to UK services’, by demographics, NI, October 2014
Figure 67: Agreement with the statement ‘Online gambling advertising should carry more warnings about the risks of gambling addiction’, by demographics, NI, October 2014
Figure 68: Types of paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, by demographics, NI, October 2014
Figure 69: Types of paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, by demographics, NI, October 2014 (continued)
Figure 70: Agreement with statements relating to online video streaming services, by demographics, NI, October 2014
Figure 71: Agreement with statements relating to online video streaming services, by demographics, NI, October 2014 (continued)
Figure 72: Agreement with statements relating to online video streaming services, by demographics, NI, October 2014 (continued)
Figure 73: If consumers play online games, by demographics, NI, October 2014
Figure 74: Amount of time consumers spending playing online games on a PC/laptop each week, by demographics, NI, October 2014
Figure 75: Amount of time consumers spending playing online games on a smartphone (eg iPhone, Samsung Galaxy) each week, by demographics, NI, October 2014
Figure 76: Amount of time consumers spending playing online games on a tablet (eg iPad, Kindle) each week, by demographics, NI, October 2014
Figure 77: Amount of time consumers spending playing online games on a games console (Xbox, PlayStation) each week, by demographics, NI, October 2014
Figure 78: Types of online activities consumers have engaged in in the last 12 months, by demographics, NI, October 2014
Figure 79: Types of online activities consumers have engaged in in the last 12 months, by demographics, NI, October 2014 (continued)
Figure 80: Types of online activities consumers have engaged in in the last 12 months, by demographics, NI, October 2014 (continued)
RoI Toluna tables
Figure 81: If consumers have gambled online in the last 12 months and future gambling intentions, by demographics, RoI, October 2014
Figure 82: Consumers who have engaged in online horse/dog racing in the last 12 months, by demographics, RoI, October 2014
Figure 83: Consumers who have engaged in online football betting (excluding pools) in the last 12 months, by demographics, RoI, October 2014
Figure 84: Consumers who have engaged in online betting on GAA games (football, hurling, etc) in the last 12 months, by demographics, RoI, October 2014
Figure 85: Consumers who have engaged in online betting on rugby in the last 12 months, by demographics, RoI, October 2014
Figure 86: Consumers who have engaged in online betting on other sports in the last 12 months, by demographics, RoI, October 2014
Figure 87: Consumers who have engaged in online betting on events (eg politics, Big Brother etc) in the last 12 months, by demographics, RoI, October 2014
Figure 88: Consumers who have engaged in betting online in the National Lottery in the last 12 months, by demographics, RoI, October 2014
Figure 89: Consumers who have engaged in betting online on the EuroMillions in the last 12 months, by demographics, RoI, October 2014
Figure 90: Consumers who have engaged in betting online on casino games (eg roulette etc) in the last 12 months, by demographics, RoI, October 2014
Figure 91: Consumers who have engaged in betting on online slots and instant win games in the last 12 months, by demographics, RoI, October 2014
Figure 92: Consumers who have engaged in betting online on bingo in the last 12 months, by demographics, RoI, October 2014
Figure 93: Consumers who have engaged in betting online on poker in the last 12 months, by demographics, RoI, October 2014
Figure 94: Consumers who have engaged in betting online on football pools in the last 12 months, by demographics, RoI, October 2014
Figure 95: Agreement with the statement ‘Online gambling providers make it easy to set spending limits’, by demographics, RoI, October 2014
Figure 96: Agreement with the statement ‘Online UK-based betting services (eg William Hill) are superior to RoI/RoI betting services’, by demographics, RoI, October 2014
Figure 97: Agreement with the statement ‘It is easier to spend more than you intend to when gambling online compared to gambling in a venue (eg casino, betting shop etc)’, by demographics, RoI, October 2014
Figure 98: Agreement with the statement ‘Gambling addiction is a major social problem in this country’, by demographics, RoI, October 2014
Figure 99: Agreement with the statement ‘I prefer gambling online compared to betting shops/lottery kiosks’, by demographics, RoI, October 2014
Figure 100: Agreement with the statement ‘Online gambling operators are not doing enough to reduce risks of gambling addiction for players’, by demographics, RoI, October 2014
Figure 101: Agreement with the statement ‘Government regulation of websites is a good way to protect players from gambling addiction risks online’, by demographics, RoI, October 2014
Figure 102: Agreement with the statement ‘The risks of developing a gambling problem are over-stated by the media (eg newspaper articles, TV programmes)’, by demographics, RoI, October 2014
Figure 103: Agreement with the statement ‘I prefer to use RoI/RoI online betting (eg Paddy Power) services compared to UK services’, by demographics, RoI, October 2014
Figure 104: Agreement with the statement ‘Online gambling advertising should carry more warnings about the risks of gambling addiction’, by demographics, RoI, October 2014
Figure 105: Types of paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, by demographics, RoI, October 2014
Figure 106: Types of paid-for video streaming services consumers have used to stream TV and/or films to any device in the last 12 months, by demographics, RoI, October 2014 (continued)
Figure 107: Agreement with statements relating to online video streaming services, by demographics, RoI, October 2014
Figure 108: Agreement with statements relating to online video streaming services, by demographics, RoI, October 2014 (continued)
Figure 109: Agreement with statements relating to online video streaming services, by demographics, RoI, October 2014 (continued)
Figure 110: If consumers play online games, by demographics, RoI, October 2014
Figure 111: Amount of time consumers spending playing online games on a PC/laptop each week, by demographics, RoI, October 2014
Figure 112: Amount of time consumers spending playing online games on a smartphone (eg iPhone, Samsung Galaxy) each week, by demographics, RoI, October 2014
Figure 113: Amount of time consumers spending playing online games on a tablet (eg iPad, Kindle) each week, by demographics, RoI, October 2014
Figure 114: Amount of time consumers spending playing online games on a games console (Xbox, PlayStation) each week, by demographics, RoI, October 2014
Figure 115: Types of online activities consumers have engaged in in the last 12 months, by demographics, RoI, October 2014
Figure 116: Types of online activities consumers have engaged in in the last 12 months, by demographics, RoI, October 2014 (continued)
Figure 117: Types of online activities consumers have engaged in in the last 12 months, by demographics, RoI, October 2014 (continued)

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