This Is Not Blarney
Though Ireland’s population of 18 to 24 year olds will shrink by 100,000 over the next decade, don’t rule them out as a market force, says the Amarach Consulting Report, "Decoding the Irish Youth Market." The report says this market is worth over $4.84 billion USD. Discretionary income goes first to beer, but food, transportation and cell phone bills are also major expenses.
Ireland's Youth Population Ages 18-24 (x000)
Source: Central Statistics Office-Ireland, 2002
The study was commissioned by a consortium of Irish media companies including 98FM, the Star, TV3, Clear Channel and Irish International OMD. 500 Irish youths were surveyed in person in their own homes in February 2002.
Just over one-third of the 18 to 24 group has a home internet connection, but 11% plan to subscribe within a year. A DVD player is the most coveted item for the bracket.
Technology Purchase Plans among Irish Youth Ages 18-24
| Already Have | Plan To Buy | |
| Home Internet Connection | 36% | 11% |
| DVD Player | 27 | 19 |
| Digital TV | 26 | 16 |
| Widescreen TV | 22 | 13 |
Source: Amarach Consulting, August 2002
And, Amarach estimates the Irish 18 to 24 subset online mirrors total adults online.
Irish Adults Online First Quarter (% of total adults 15-74)
Source: Amarach Consulting
Find out more here at eMarketer.
JACK LOECHNER
Center for Media Research
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