Table of Contents
Executive Summary
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- Market factors
- Social media ad spending to grow but ad blocking an issue
- Facebook extends ‘Like’ function to include ‘Reactions’
- Rising number of unattached a growth opportunity for online dating apps in Ireland
- Online daters concerned about fraud
- Cyberbullying remains an issue for young social network users
- Companies, brands and innovations
- The consumer
- Facebook remains the social network of choice for Irish consumers
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- Figure 1: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- YouTube the most popular media networking site
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- Figure 2: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- Messaging apps dominated by Facebook-owned platforms
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- Figure 3: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- Social networks a good source of company information
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- Figure 4: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
- What we think
Issues and Insights
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- What social networking sites are Irish consumers using?
- The facts
- The implications
- Which media networking sites are popular in Ireland?
- The facts
- The implications
- How are Irish consumers using social and media networking sites?
- The facts
- The implications
The Market – What You Need to Know
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- Social media adspend to continue growing
- Ad blocking an issue for social networking sites
- Emojinal Reactions
- Dating apps make it easier for Irish consumers to meet someone
- Safety and fraud key concerns for users of dating apps and websites
Market Drivers
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- Advertising spend to continue growing in 2016
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- Figure 5: Social network advertising spending, global and Western Europe, 2014-17
- Ad blocking a concern for social network advertisers
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- Figure 6: Global share of ad-blocking rates, by site category, April-June 2015
- Facebook ‘Reactions’ to harness the power of emoji
- Number of unattached people rising in Ireland
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- Figure 7: Population aged 15 and over, by marital status, 2001 and 2011 in NI and 2002 and 2011 in RoI
- Longer working hours leave less time to meet someone offline
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- Figure 8: Average weekly hours worked, UK (including NI) and RoI, 2010-14
- Fraud and safety a concern for dating apps and websites
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- Figure 9: Cost of online dating fraud, UK (including NI), 2013-15
- Figure 10: Source of online dating fraud, UK (including NI), 2015
- Ownership of internet-enabled devices high in Ireland
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- Figure 11: Ownership of or access to mobile technology devices, NI and RoI, May 2015-April 2016
- Quarter of RoI children have been cyberbullied
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- Figure 12: Percentage of teenagers who said they have been cyberbullied, by country, September 2015
Market in Context
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- Case study: Heineken Ireland
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: House of Fraser
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Invest NI
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: PepsiCo
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Tourism Ireland
- Background
- How it uses online social networks
- Recent social networking activity
Companies and Brands – What You Need to Know
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- Instagram capitalises on rise of mobile video viewing
- WhatsApp launches on desktop
- Twitter invests in Periscope
- Snapchat gets rid of in-app purchases to focus on advertising
- Tinder Social
Competitive Strategies – Key Players
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- Facebook (including Instagram and WhatsApp)
- Key facts
- User facilities
- Latest innovations
- Flickr
- Key facts
- User facilities
- Latest innovations
- Google (Google+ and YouTube)
- Key facts
- User facilities
- Latest innovations
- YouTube
- Grindr
- Key facts
- User facilities
- Latest innovations
- Key facts
- User facilities
- Latest innovations
- Match Group
- Key facts
- User facilities
- Latest innovations
- Key facts
- User facilities
- Latest innovations
- Snapchat
- Key facts
- User facilities
- Latest innovations
- Key facts
- User facilities
- Latest innovations
The Consumer – What You Need to Know
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- Facebook the social network of choice in Ireland
- Consumer preference for video content boosts appeal of YouTube
- Facebook dominates the messaging apps market
- Usage of dating apps and websites low
- Consumers turning to social media for brand information
The Consumer – Usage of Social Networking Sites
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- Facebook continues to dominate social networking in Ireland
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- Figure 13: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- Young consumers the main users of Facebook
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- Figure 14: Consumers who log on to Facebook regularly (ie log on at least once per week), by age, NI and RoI, April 2016
- Twitter sees very strong usage among NI 35-44-year-olds
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- Figure 15: Consumers who log on to Twitter regularly (ie log on at least once per week), by age, NI and RoI, April 2016
- Irish women the main users of Google+
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- Figure 16: Consumers who log on to Google+ regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
- LinkedIn popular among self-employed consumers
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- Figure 17: Consumers who log on to LinkedIn regularly (ie log on at least once per week), by work status, NI and RoI, April 2016
The Consumer – Usage of Media Networking Sites
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- YouTube the most regularly used media network
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- Figure 18: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- Millennials key users of YouTube
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- Figure 19: Consumers who log on to YouTube regularly (ie log on at least once per week), by age, NI and RoI, April 2016
- Gender preferences for media networks
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- Figure 20: Types of media networks that consumers log on to regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
The Consumer – Usage of Messenger Apps and Dating Apps
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- Facebook dominates messaging app usage
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- Figure 21: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- Millennials the main users of messaging apps
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- Figure 22: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, NI, April 2016
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- Figure 23: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, RoI, April 2016
- Skype popular among Irish men
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- Figure 24: Consumers who log on to Skype regularly (ie log on at least once per week), by gender and age, NI and RoI, April 2016
- Usage of dating apps in Ireland low
The Consumer – Attitudes towards Social and Media Networks
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- Consumers sourcing company information on social media
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- Figure 25: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
- Irish women most likely to seek company information on social media
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- Figure 26: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by gender and age, NI and RoI, April 2016
- Raising issues on social media more effective for late Millennials
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- Figure 27: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by age and social class, NI and RoI, April 2016
- Parents and guardians more aware of trolls
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- Figure 28: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by presence of children in the household, NI and RoI, April 2016
- Young consumers key users of emoji
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- Figure 29: Agreement with statements relating to social and media networks and dating apps, by age, NI, April 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
Appendix – The Consumer
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- NI Toluna data
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- Figure 30: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
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- Figure 31: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
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- Figure 32: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
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- Figure 33: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
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- Figure 34: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
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- Figure 35: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
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- Figure 36: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
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- Figure 37: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, April 2016
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- Figure 38: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, April 2016
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- Figure 39: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone)’, by demographics, NI, April 2016
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- Figure 40: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, NI, April 2016
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- Figure 41: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, April 2016
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- Figure 42: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/political issues online’, by demographics, NI, April 2016
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- Figure 43: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video games)’, by demographics, NI, April 2016
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- Figure 44: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, April 2016
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- Figure 45: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, April 2016
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- Figure 46: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, NI, April 2016
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- Figure 47: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, NI, April 2016
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- Figure 48: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, NI, April 2016
- RoI Toluna Data
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- Figure 49: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
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- Figure 50: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
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- Figure 51: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
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- Figure 52: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
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- Figure 53: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
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- Figure 54: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
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- Figure 55: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
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- Figure 56: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, April 2016
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- Figure 57: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, April 2016
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- Figure 58: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone)’, by demographics, RoI, April 2016
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- Figure 59: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, RoI, April 2016
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- Figure 60: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, April 2016
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- Figure 61: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/ political issues online’, by demographics, RoI, April 2016
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- Figure 62: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video games)’, by demographics, RoI, April 2016
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- Figure 63: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, April 2016
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- Figure 64: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, April 2016
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- Figure 65: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, RoI, April 2016
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- Figure 66: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, RoI, April 2016
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- Figure 67: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, RoI, April 2016
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