The third in-depth nationwide Home Sentiment Survey from eircom was released this month and provides us with a unique insight into the usage and impact of technology on everyday life in Ireland. The increased usage of digital devices is playing a pivotal role in changing how we behave and interact with each other. 

Lisa Comerford, Consumer Marketing Director, eircom pictured with David Coleman, Clinical Psychologist, who worked with eircom on the survey.

We are becoming a nation of informers; one in five of us now regularly share interesting online content. We also have an increasing reliance on apps as a tool for modern living: to find directions when away (51%); keep up to date on news and sports (56%); keep fit (28%); and for general travel in general (41%). Media stacking, engaging with more than just one digital device at a time, is now the accepted way to engage with digital devices. In fact, engaging with just one digital device at a time is an increasingly rare occurrence.  

In terms of social media, 45% admit to being most addicted to social networking sites indicating that almost one in two of us have “Ultra” personalities – defined as a tendency to fanatically check social networking apps for updates. Of those surveyed, 39% of smartphone users admit to being “economical with the truth” on social media, while half of the respondents getting tired of social media believe that much of the information on social networking channels is just not important.

The survey also shows that despite living in a digital age, 33% of the population do not understand new technology. The trend is particularly acute amongst the older generation - almost half (49%) of 50-64 year olds and three quarters (75%) of 65+ year olds. However, these findings are in contrast with the heightened technological habits of Ireland’s younger generation who are now, more than ever, embracing the changes that it brings. 

  • 53% of the population now owns a smartphone
  • One in four of us now have access to a tablet
  • 1 in 6 of us watching TV on the go 
  • A quarter of us now watch TV content on a portable device at home 
  • A quarter of those surveyed said they accessed their email first thing in the morning 
  • 71 per cent use their smartphone sitting in their car and 51 per cent on public transport. 
  • Amazingly, 27% admit to using their phone while on the toilet!


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