New study of over-40s highlights shift from calls to data, with nostalgia for early handset era still strong.
Mobile phones have become an essential tool for staying connected, with two in three people aged over 40 saying their primary use is keeping in touch with family and friends, according to new research from Vodafone Ireland.
The study of 500 mobile users, published as the telecoms provider marks 25 years in Ireland, underscores how device usage has shifted significantly since the early 2000s. While voice calls once dominated, today’s mobile habits centre on data-driven services, social platforms and everyday digital management.
“For 25 years, we’ve seen mobile phones transform from simple handsets into something far more powerful, an essential hub for how we live, work and stay connected”
Alongside connection with loved ones, social media ranks as the second most popular use at 54%, followed by banking, budgeting and managing finances at 32%. Smartphones are also embedded in daily routines, with 31% of respondents using them to read the news, 23% for practical tools such as navigation and weather, and 21% for work-related tasks including email and productivity.
Reels in the years
The findings reflect a broader transformation in how people communicate. While phone calls remain important, usage has softened, with 42% of over-40s spending less than 15 minutes per day on calls and a further 26% spending between 15 and 29 minutes. A small but notable 5% of those aged 40 and over say they no longer make or receive calls on a typical day.
At the same time, new formats are gaining traction. Voice notes and video calls are increasingly common, with 46% of those aged 40 to 49 saying they use voice notes more often than they did a few years ago. The figure drops to 24% among those aged between 50 and 64, and 14% among those aged 65 and over. Almost 60% of respondents say they now make video calls more frequently than in the past.
Despite these trends, in-person interaction continues to hold its place. Meeting face-to-face is still the most valued way of staying connected, cited by 77% of respondents. Phone calls follow at 60%, ahead of text messaging at 51% and video calls at 31%.
The research also captures a strong sense of nostalgia for early mobile phone experiences. More than half of respondents associate the early days of mobile with buying credit, while 47% recall playing games such as Snake and 35% remember downloading ringtones. Other widely shared memories include flip phones, cited by 33%, the 160-character SMS limit at 29%, and the “please call me” feature at 23%.
Dating apps remain largely unused among this demographic, with just 2% of respondents including them in their daily mobile activity, the majority of whom are male.
Vodafone’s research highlights not only behavioural changes but also the evolution of infrastructure and services underpinning mobile use. In 2001, mobile phones were primarily used for voice calls, with SMS beginning to emerge and data capabilities limited. Today, widespread 4G and 5G connectivity supports streaming, video communication and a wide ecosystem of apps.
Rolling with the changes
The campaign marking Vodafone Ireland’s 25-year presence reflects these changes. Developed by Folk VML, the company’s latest television advertisement traces key moments in mobile history, from early handsets and text messaging to the rise of smartphones, cameras, video calls and voice notes. It also touches on the re-emergence of formats such as flip phones, reflecting evolving consumer tastes.
Vodafone Ireland has invested more than €20 billion in the country over the past quarter century in today’s terms and now serves 2.4 million customers. The operator was the first in Ireland to launch 3G, 4G and 5G services and recently enabled the country’s first satellite video call, signalling further advances in connectivity.
The economics of mobile usage have also shifted. According to ComReg data, average revenue per user has fallen from approximately €45 per month in 2002 to around €24 today. At the same time, mobile data consumption has increased sharply, rising sevenfold since 2019.
Sabrina Casalta, CEO of Vodafone Ireland, said the findings illustrate both technological progress and enduring human priorities.
“For 25 years, we’ve seen mobile phones transform from simple handsets into something far more powerful, an essential hub for how we live, work and stay connected,” she said.
“What hasn’t changed is the importance of human connection. Whether it’s a call, a message or a video chat, technology is at its best when it brings people closer. We’re proud of the role Vodafone has played in those moments for customers, businesses and communities across Ireland, and excited to keep building what comes next.”
The research suggests that while technology continues to reshape communication, its core purpose remains consistent: enabling people to maintain meaningful connections in an increasingly digital world.
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