Social Networking - Ireland - September 2012

ISSUES IN THE MARKET
Key themes in the report
Definition
Market size section
Abbreviations
FUTURE OPPORTUNITIES
Who are the Joneses?
Collective Intelligence
Brand Intervention
MARKET IN BRIEF
Consumer behaviour altered by social networking sites
Emigration and mobile connectivity drive usage of social networking sites
Social networks an important part of the marketing mix
Innovation key to maintaining usage
Keeping in touch the primary reason for using social networking sites
INTERNAL MARKET ENVIRONMENT
Key points
Alone together
Figure 1: Daily internet usage, NI and RoI, September 2009 and July 2012
Are social networks and the internet facilitating depression?
Narcissistic ‘me-booking’
Cyber bullying a major concern
Figure 2: Agreement with the statement ‘I worry about the influence technology and the internet might be having on children’s development/ safety’, NI and RoI, July 2012
Should social networks be policed?
New EU data protection law enhances user privacy on social networks
Figure 3: Agreement with statements relating to the negative impact of technology and the internet, NI and RoI, July 2012
Brand-jacking
Companies can damage their own brand with loose social network usage
Advertising through social networks
Figure 4: Agreement with statements relating to online social networking, NI and RoI, July 2012
Australian Facebook ruling
Are social networks stepping up their advertising offering?
BROADER MARKET ENVIRONMENT
Key points
Internet access increases in NI and RoI
Figure 5: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
Figure 6: Consumers with a broadband connection at home, NI and RoI, 2006-11
Mobile social networking on the rise
Figure 7: Accessing the internet through a mobile phone, NI and RoI, 2008-11
Irish population increasingly made up of mature consumers
Figure 8: Population, by age, NI, 2010-56
Figure 9: Population, by age, RoI, 2006-41
Brighter economic times forecast for NI and RoI
Figure 10: Economic outlook, NI and RoI, 2010-13
Irish consumers emigrating in pursuit of employment
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
MARKET OVERVIEW
Key points
Case study: Griffith College Dublin
Background
Why use online social networks?
Measuring the benefits of online social networking activity
Case study: NITB
Background
Why use online social networks?
Measuring the benefits of online social networking activity
Case study: Bord Bia
Background
Why use online social networks?
Measuring the benefits of online social networking activity
Case study: Road Safety Authority
Background
Why use online social networks?
Measuring the benefits of social networking activity
Case study: Curious Wines
Background
Why use online social networks?
Measuring the benefits of social networking activity
WHO’S INNOVATING?
Key points
MySpace launches social TV
Social loyalty
YouTube Slam
Flickr using Nokia for photo geotagging
Tumblr introduces sponsored posts
Facebook launches camera app
COMPANIES AND PRODUCTS
Key points
Bebo
Blogger
Facebook
Foursquare
Friends Reunited
Twitter
Google+
LinkedIn
MySpace
Tumblr
Tagged
Pinterest
Flickr
Disney Club Penguin
THE CONSUMER – USAGE OF ONLINE SOCIAL NETWORKING SITES
Key points
Facebook reigns supreme in NI and RoI
Figure 11: How often respondents access certain online social networking sites, NI and RoI, July 2012
Figure 12: Consumers who use Facebook and Google+ at least once a day, by age, NI, July 2012
Figure 13: Consumers who use Facebook and Google+ at least once a day, by age, RoI, July 2012
Gender differences in usage of online social networking sites
Figure 14: Total usage of online social networks, by gender, NI and RoI, July 2012
And the rest?
THE CONSUMER – HOW CONSUMERS USE ONLINE SOCIAL NETWORKS
Key points
Online networks the glue that holds families and friendships together
Figure 15: Reasons respondents use online social networking sites, NI and RoI, July 2012
Social networking chat features popular
Figure 16: Consumer usage of chat feature on social networking sites, by gender, NI and RoI, July 2012
Do Irish consumers have too much free time?
Figure 17: Consumers who use online social networks to kill time, by gender, NI and RoI, July 2012
Time-killing activities
Figure 18: How Irish consumers kill time on social networking sites, NI and RoI, July 2012
Mobile social networking popular
Figure 19: Key social networking sites accessed through a smartphone, NI and RoI, July 2012
THE CONSUMER – ATTITUDES TOWARDS ONLINE SOCIAL NETWORKING SITES
Key points
Privacy and data security a concern
Figure 20: Concerns Irish consumers have regarding social networking sites, NI and RoI, July 2012
Figure 21: Agreement with the statement “My profile details are private (ie only accessible to friends)”, by age, NI and RoI, July 2012
Figure 22: Agreement with the statement ‘My profile details are public so anyone can access my info’, by age, NI and RoI, July 2012
Trust in social networking sites low
Figure 23: Trust in online social networking sites, by gender, NI and RoI, July 2012
Figure 24: Trust in online social networking sites, by age, NI and RoI, July 2012
A mixed reception for social media advertising
Figure 25: Agreement with statements relating to advertising on social networking sites, NI and RoI, July 2012
‘Friending’ a brand
Figure 26: Agreement with selected statements relating to social networking, NI and RoI, July 2012
Figure 27: Consumer who click on adverts on social networking sites, by age, NI and RoI, July 2012
Figure 28: Consumers who befriend a company on social networking sites, by age, NI and RoI, July 2012
CONSUMER TYPOLOGIES
 NI TARGET GROUPS
Figure 29: Consumer typologies, NI, July 2012
The Uninterested
Characteristics
Demographic pattern
Understanding the Uninterested
Time Killers
Characteristics
Demographic pattern
Understanding the Time Killers
The Up-to-Date
Characteristics
Demographic pattern
Understanding the Up-to-Date
Private Networkers
Characteristics
Demographic pattern
Understanding the Private Networkers
 ROI TARGET GROUPS
Figure 30: Consumer typologies, RoI, July 2012
Privacy Concerned
Characteristics
Demographic pattern
Understanding the Privacy Concerned
Snoopers
Characteristics
Demographic pattern
Understanding the Snoopers
Social Jobbers
Characteristics
Demographic pattern
Understanding the Social Jobbers
The Unengaged
Characteristics
Demographic pattern
Understanding the Unengaged
APPENDIX
NI consumer Toluna data
Figure 30: Frequency of use of Bebo, by demographics, NI, July 2012
Figure 31: Frequency of use of Blogger, by demographics, NI, July 2012
Figure 32: Frequency of use of Facebook, by demographics, NI, July 2012
Figure 33: Frequency of use of Flickr, by demographics, NI, July 2012
Figure 34: Frequency of use of Foursquare, by demographics, NI, July 2012
Figure 35: Frequency of use of Friends Reunited, by demographics, NI, July 2012
Figure 36: Frequency of use of Google+, by demographics, NI, July 2012
Figure 37: Frequency of use of LinkedIn, by demographics, NI, July 2012
Figure 38: Frequency of use of MySpace, by demographics, NI, July 2012
Figure 39: Frequency of use of Tagged, by demographics, NI, July 2012
Figure 40: Frequency of use of Tumblr, by demographics, NI, July 2012
Figure 41: Frequency of use of Twitter, by demographics, NI, July 2012
Figure 42: Frequency of use of other social networks, by demographics, NI, July 2012
Figure 43: What consumers use online social networks for, by demographics, NI, July 2012
Figure 44: What consumers use online social networks for, by demographics, NI, July 2012 (continued)
Figure 45: What consumers use online social networks for, by demographics, NI, July 2012 (continued)
Figure 46: Agreement with statements relating to online social networking, by demographics, NI, July 2012
Figure 47: Agreement with statements relating to online social networking, by demographics, NI, July 2012 (continued)
Figure 48: Agreement with statements relating to online social networking, by demographics, NI, July 2012 (continued)
Figure 49: Consumer typologies, by demographics, NI, July 2012
Figure 50: What consumers use online social networks for, by consumer typology, NI, July 2012
Figure 51: Agreement with statements relating to online social networking, by consumer typology, NI, July 2012
RoI consumer Toluna data
Figure 52: Frequency of use of Bebo, by demographics, RoI, July 2012
Figure 53: Frequency of use of Blogger, by demographics, RoI, July 2012
Figure 54: Frequency of use of Facebook, by demographics, RoI, July 2012
Figure 55: Frequency of use of Flickr, by demographics, RoI, July 2012
Figure 56: Frequency of use of Foursquare, by demographics, RoI, July 2012
Figure 57: Frequency of use of Friends Reunited, by demographics, RoI, July 2012
Figure 58: Frequency of use of Google+, by demographics, RoI, July 2012
Figure 59: Frequency of use of LinkedIn, by demographics, RoI, July 2012
Figure 60: Frequency of use of MySpace, by demographics, RoI, July 2012
Figure 61: Frequency of use of Tagged, by demographics, RoI, July 2012
Figure 62: Frequency of use of Tumblr, by demographics, RoI, July 2012
Figure 63: Frequency of use of Twitter, by demographics, RoI, July 2012
Figure 64: Frequency of use of other social networks, by demographics, RoI, July 2012
Figure 65: What consumers use online social networks for, by demographics, RoI, July 2012
Figure 66: What consumers use online social networks for, by demographics, RoI, July 2012 (continued)
Figure 67: What consumers use online social networks for, by demographics, RoI, July 2012 (continued)
Figure 68: Agreement with statements relating to online social networking, by demographics, RoI, July 2012
Figure 69: Agreement with statements relating to online social networking, by demographics, RoI, July 2012 (continued)
Figure 70: Agreement with statements relating to online social networking, by demographics, RoI, July 2012 (continued)
Figure 71: Consumer typologies, by demographics, RoI, July 2012
Figure 72: What consumers use online social networks for, by consumer typology, RoI, July 2012
Figure 73: Agreement with statements relating to online social networking, by consumer typology, RoI, July 2012