Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Market size section
- Abbreviations
Future Opportunities
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- Who are the Joneses?
- Collective Intelligence
- Brand Intervention
Market in Brief
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- 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
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- Key points
- Alone together
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- 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
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- 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
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- 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
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- 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
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- Key points
- Internet access increases in NI and RoI
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- Figure 5: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
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- Figure 6: Consumers with a broadband connection at home, NI and RoI, 2006-11
- Mobile social networking on the rise
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- Figure 7: Accessing the internet through a mobile phone, NI and RoI, 2008-11
- Irish population increasingly made up of mature consumers
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- Figure 8: Population, by age, NI, 2010-56
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- Figure 9: Population, by age, RoI, 2006-41
- Brighter economic times forecast for NI and RoI
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- Figure 10: Economic outlook, NI and RoI, 2010-13
- Irish consumers emigrating in pursuit of employment
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Overview
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- 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?
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- 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
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- Key points
- Bebo
- Blogger
- Foursquare
- Friends Reunited
- Google+
- MySpace
- Tumblr
- Tagged
- Flickr
- Disney Club Penguin
The Consumer – Usage of Online Social Networking Sites
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- Key points
- Facebook reigns supreme in NI and RoI
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- Figure 11: How often respondents access certain online social networking sites, NI and RoI, July 2012
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- Figure 12: Consumers who use Facebook and Google+ at least once a day, by age, NI, July 2012
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- 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
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- 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
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- Key points
- Online networks the glue that holds families and friendships together
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- Figure 15: Reasons respondents use online social networking sites, NI and RoI, July 2012
- Social networking chat features popular
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- 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?
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- Figure 17: Consumers who use online social networks to kill time, by gender, NI and RoI, July 2012
- Time-killing activities
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- Figure 18: How Irish consumers kill time on social networking sites, NI and RoI, July 2012
- Mobile social networking popular
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- Figure 19: Key social networking sites accessed through a smartphone, NI and RoI, July 2012
The Consumer – Attitudes towards Online Social Networking Sites
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- Key points
- Privacy and data security a concern
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- Figure 20: Concerns Irish consumers have regarding social networking sites, NI and RoI, July 2012
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- Figure 21: Agreement with the statement “My profile details are private (ie only accessible to friends)”, by age, NI and RoI, July 2012
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- 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
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- Figure 23: Trust in online social networking sites, by gender, NI and RoI, July 2012
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- Figure 24: Trust in online social networking sites, by age, NI and RoI, July 2012
- A mixed reception for social media advertising
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- Figure 25: Agreement with statements relating to advertising on social networking sites, NI and RoI, July 2012
- ‘Friending’ a brand
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- Figure 26: Agreement with selected statements relating to social networking, NI and RoI, July 2012
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- Figure 27: Consumer who click on adverts on social networking sites, by age, NI and RoI, July 2012
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- Figure 28: Consumers who befriend a company on social networking sites, by age, NI and RoI, July 2012
Consumer Typologies
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- NI target groups
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- 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
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- 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
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- NI consumer Toluna data
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- Figure 30: Frequency of use of Bebo, by demographics, NI, July 2012
- Figure 31: Frequency of use of Blogger, by demographics, NI, July 2012
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- Figure 32: Frequency of use of Facebook, by demographics, NI, July 2012
- Figure 33: Frequency of use of Flickr, by demographics, NI, July 2012
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- 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
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- Figure 36: Frequency of use of Google+, by demographics, NI, July 2012
- Figure 37: Frequency of use of LinkedIn, by demographics, NI, July 2012
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- Figure 38: Frequency of use of MySpace, by demographics, NI, July 2012
- Figure 39: Frequency of use of Tagged, by demographics, NI, July 2012
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- Figure 40: Frequency of use of Tumblr, by demographics, NI, July 2012
- Figure 41: Frequency of use of Twitter, by demographics, NI, July 2012
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- 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
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- 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)
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- 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)
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- 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
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- 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
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- Figure 52: Frequency of use of Bebo, by demographics, RoI, July 2012
- Figure 53: Frequency of use of Blogger, by demographics, RoI, July 2012
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- Figure 54: Frequency of use of Facebook, by demographics, RoI, July 2012
- Figure 55: Frequency of use of Flickr, by demographics, RoI, July 2012
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- 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
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- Figure 58: Frequency of use of Google+, by demographics, RoI, July 2012
- Figure 59: Frequency of use of LinkedIn, by demographics, RoI, July 2012
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- Figure 60: Frequency of use of MySpace, by demographics, RoI, July 2012
- Figure 61: Frequency of use of Tagged, by demographics, RoI, July 2012
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- Figure 62: Frequency of use of Tumblr, by demographics, RoI, July 2012
- Figure 63: Frequency of use of Twitter, by demographics, RoI, July 2012
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- 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
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- 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)
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- 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)
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- 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
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- 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
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