Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Helping consumers spread the word
- Combating advertising fatigue
- An unparalleled opportunity to engage with customers
Market in Brief
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- The appeal of online social networking
- Communication the primary motivation for using social networks
- Potential for growth
- Online social networks as a modern platform for advertisers
- Facebook continues to outshine its rivals
- Using consumers as brand ambassadors
Fast Forward Trends
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- Trend 1: Let’s Make a Deal
- What it’s about?
- What we’ve seen?
- What next?
- Trend 2: Switch Off
- What it’s about?
- What we’ve seen?
- What next?
Internal Market Environment
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- Key points
- OSNs the next step in the evolution of electronic communication
- Instant nature of OSN a plus for time-pushed consumers
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- Figure 1: Hours spent working, NI and RoI, 2011
- Will email become extinct?
- Online social networking and employee recruitment and retention
- Is freedom to roam social networking sites in work really more important than salary?
- The dark and difficult side of online social networks
- Problems protecting privacy
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- Figure 2: Concern about data misuse, EU15, June 2011
- Ongoing issues with security
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- Figure 3: Ten most common online security threats
- Cyber-jacking
- Social media depression
- Escaping your online past
- Social networking site usage by minors
- Cyber bullying remains a problem
- Twitter: What a little bird told the world
Broader Market Environment
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- Key points
- Economic woes continue to plague NI and RoI
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- Figure 4: Economic outlook, RoI and NI, 2009-11
- Unemployment rates rise and pay levels fall
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- Figure 5: Unemployment rates, RoI and NI, January 2009-September 2011
- Figure 6: Median gross weekly pay, NI and RoI, 2006-11
- A disjointed society connected by OSNs
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- Figure 7: Number of private households, by composition, RoI, 2002 and 2006
- Jobseekers and students seeking to reconnect
- Money troubles do not shake need for online access
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- Figure 8: Types of internet connection (at home), NI and RoI, 2011
- Consumer confidence is low as hopes for a rapid upturn fade
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- Figure 9: Consumer Sentiment/Confidence Index, UK (incl. NI) and RoI, October 2008-October 2011
- An ageing population spells changes
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- Figure 10: Population, by age, RoI, 2006-41
- Figure 11: Population, by age, NI, 2008-58
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- Figure 12: Consumers who have used the internet in the last 12 months, by age, NI and RoI, 2011
- Helping everyone get online
- Internet access in Ireland
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- Figure 13: Used the internet in the last 12 months, NI and RoI, 2007-11
- On-the-go technology means greater interactivity
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- Figure 14: How consumers access the internet, NI and RoI, 2011
- High-speed broadband
Competitive Context
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- Key points
- European penetration of social networking sites
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- Figure 15: Social network penetration in selected European countries, January 2011
- Facebook continues to dominate the market
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- Figure 16: Facebook penetration by EU15 country, 30 June 2011
- The decline of Bebo, MySpace and Friends Reunited
- The rise of Twitter
- Retention is key for a maturing market
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Irish businesses ahead of the game
- Irish brands on Facebook
- Owjo: A creative and cost-effective solution
- Advergames: An exciting new advertising tool
- Tourism Ireland: Game to travel
- Daily deals websites: Bad for business?
Market Overview
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- Key points
- Online social networking completes its move to mainstream
- Case study: Lyric Theatre
- Case study: Boojum
- Case study: Tourism Ireland
- Case study: Eircom
- Case study: Genesis Crafty
Companies and Products
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- Key points
- Targeting consumers via social networking websites
- Display advertisements
- Profile pages
- Website applications
- Network-specific advertising examples
- Social networking websites
- Bebo
- Blogger
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- Figure 17: Number of Facebook users, December 2004-August 2011
- Flickr
- Foursquare
- Friends Reunited
- Google+
- MySpace
- Tagged
- Tumblr
- Social networks with potential
- Chime.in
- Disney Club Penguin
- Klout
- Mumsnet and Gransnet
The Consumer – Usage of Online Social Networking Sites
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- Key points
- Facebook continues to dominate the Irish market
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- Figure 18: Social networking sites respondents currently access, NI and RoI, August 2011
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- Figure 19: Facebook users, by age, NI and RoI, August 2011
- Twitter popular among Irish consumers
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- Figure 20: Twitter users, by age, NI and RoI, August 2011
- Women use OSN for chat, men for photo sharing
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- Figure 21: Social networking sites accessed, by gender, NI and RoI, August 2011
- Facebook dominates in both regions
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- Figure 22: How often respondents access certain social networking sites, NI and RoI, August 2011
The Consumer – How Consumers Use Online Social Networks
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- Key points
- Social networking sites helping to bring people together
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- Figure 23: Reasons why respondents use social networking sites, NI and RoI, August 2011
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- Figure 24: Consumer usage of chat feature on social networking sites, by age, NI and RoI, August 2011
- Killing time can be a killer opportunity for advertisers
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- Figure 25: Consumers who use social networking sites to kill time, by age, NI and RoI, August 2011
- Social networks as a leisure tool
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- Figure 26: Consumers who use social networking sites to view/post photos, video or play games, by age, NI, August 2011
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- Figure 27: Consumers who use social networking sites to view/post photos, video or play games, by age, RoI, August 2011
- The consumer as detective
- PCs and laptops remain king, but smartphones are gaining prominence
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- Figure 28: How consumers access social networking sites, NI and RoI, August 2011
- Job search facilities important to RoI consumers
The Consumer – Attitudes Towards Social Networks
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- Key points
- Why consumers disclose information online
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- Figure 29: Reasons why consumers disclose information on social networking sites, RoI, June 2011
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- Figure 30: Consumer responses to the statement I do not trust social networking sites, by age, NI and RoI, August 2011
- Consumers cautious about companies
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- Figure 31: Risks consumers worry about when disclosing information on social networking sites, UK and RoI, June 2011
- OSNs appealing to advertisers
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- Figure 32: Agreement with statements relating to online social networking, NI and RoI, August 2011
Consumer Typologies
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- NI target groups
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- Figure 33: Consumer typologies, NI, August 2011
- Private Concerned
- Touchers
- Not Bothered
- Time Killers
- RoI target groups
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- Figure 34: Consumer typologies, RoI, August 2011
- Organisers
- Company Visitors
- Privates
- Keep-in-Touchers
Appendix
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- Figure 35: Population projections, by gender, NI, 2006-20
- Figure 36: Population projections, by gender, RoI, 2006-20
- Figure 37: Population projections, by age, NI, 2000-20
- Figure 38: Population projections, by age, RoI, 2000-20
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- Figure 39: Pound to euro exchange rate used (annual average), 2004-13
- NI Toluna consumer data
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- Figure 40: How consumers access the internet, by demographics, NI, August 2011
- NI – Which social networks are used?
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- Figure 41: Frequency of use of Bebo, by demographics, NI, August 2011
- Figure 42: Frequency of use of Blogger, by demographics, NI, August 2011
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- Figure 43: Frequency of use of Facebook, by demographics, NI, August 2011
- Figure 44: Frequency of use of Flickr, by demographics, NI, August 2011
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- Figure 45: Frequency of use of Foursquare, by demographics, NI, August 2011
- Figure 46: Frequency of use of Friends Reunited, by demographics, NI, August 2011
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- Figure 47: Frequency of use of Google+, by demographics, NI, August 2011
- Figure 48: Frequency of use of LinkedIn, by demographics, NI, August 2011
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- Figure 49: Frequency of use of MySpace, by demographics, NI, August 2011
- Figure 50: Frequency of use of Tagged, by demographics, NI, August 2011
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- Figure 51: Frequency of use of Tumblr, by demographics, NI, August 2011
- Figure 52: Frequency of use of Twitter, by demographics, NI, August 2011
- NI – How consumers access social networking sites
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- Figure 53: Devices used by consumers to access online social networks, by demographics, NI, August 2011
- Figure 54: Devices used by consumers to access online social networks (continued), by demographics, NI, August 2011
- NI – What do consumers use social networks for?
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- Figure 55: What consumers use online social networks for, by demographics, NI, August 2011
- Figure 56: What consumers use online social networks for (continued), by demographics, NI, August 2011
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- Figure 57: What consumers use online social networks for (continued), by demographics, NI, August 2011
- NI – Agreement with statements relating to online social networks
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- Figure 58: Agreement with statements relating to online social networking, by demographics, NI, August 2011
- Figure 59: Agreement with statements relating to online social networking (continued), by demographics, NI, August 2011
- NI – Consumer typology tables
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- Figure 60: What consumers use online social networks for, by consumer typologies, NI, August 2011
- Figure 61: Agreement with statements relating to online social networking, by consumer typologies, NI, August 2011
- Figure 62: Consumer typologies, by demographics, NI, August 2011
- RoI Toluna consumer data
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- Figure 63: How consumers access the internet, by demographics, RoI, August 2011
- RoI – Which social networks are used?
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- Figure 64: Frequency of use of Bebo, by demographics, RoI, August 2011
- Figure 65: Frequency of use of Blogger by demographics, RoI, August 2011
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- Figure 66: Frequency of use of Facebook, by demographics, RoI, August 2011
- Figure 67: Frequency of use of Flickr, by demographics, RoI, August 2011
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- Figure 68: Frequency of use of Foursquare, by demographics, RoI, August 2011
- Figure 69: Frequency of use of Friends Reunited, by demographics, RoI, August 2011
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- Figure 70: Frequency of use of Google+, by demographics, RoI, August 2011
- Figure 71: Frequency of use of LinkedIn, by demographics, RoI, August 2011
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- Figure 72: Frequency of use of MySpace, by demographics, RoI, August 2011
- Figure 73: Frequency of use of Tagged, by demographics, RoI, August 2011
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- Figure 74: Frequency of use of Tumblr, by demographics, RoI, August 2011
- Figure 75: Frequency of use of Twitter, by demographics, RoI, August 2011
- RoI – How consumers access social networking sites
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- Figure 76: Devices used by consumers to access online social networks, by demographics, RoI, August 2011
- Figure 77: Devices used by consumers to access online social networks (continued), by demographics, RoI, August 2011
- RoI – What do consumers use social networks for?
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- Figure 78: What consumers use online social networks for, by demographics, RoI, August 2011
- Figure 79: What consumers use online social networks for (continued), by demographics, RoI, August 2011
- Figure 80: What consumers use online social networks for (continued), by demographics, RoI, August 2011
- RoI – Agreement with statements relating to online social networks
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- Figure 81: Agreement with statements relating to online social networking, by demographics, RoI, August 2011
- Figure 82: Agreement with statements relating to online social networking (continued), by demographics, RoI, August 2011
- RoI – Consumer typology tables
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- Figure 83: What consumers use online social networks for, by consumer typologies, RoI, August 2011
- Figure 84: Agreement with statements relating to online social networking, by consumer typologies, RoI, August 2011
- Figure 85: Consumer typologies, by demographics, RoI, August 2011
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