Table of Contents
Executive Summary
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- Market factors
- Consumers increasingly engaging with brands on social networks
- Growing annoyance with advertising on social networks
- Consumers seeking smaller online social networks
- Privacy on social networking sites a concern for users
- Anti-social behaviour still an issue for online social networks
- Companies, brands and innovations
- The consumer
- Facebook the most popular social network in Ireland
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- Figure 1: Social networking sites used in the last three months, NI and RoI, April 2014
- Figure 2: Media networking sites used in the last three months, NI and RoI, April 2014
- Consumers using social networks to keep in touch and media networks to engage with brands
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- Figure 3: How consumers use social networks, NI and RoI, April 2014
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- Figure 4: How consumers use media networks, NI and RoI, April 2014
- Promotions and competitions drive brand ‘likes’ on social and media networks
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- Figure 5: Agreement with statements relating to social and media networks, NI and RoI, April 2014
- What we think
Issues and Insights
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- What are the most popular social and media networking sites in Ireland?
- Are consumers receptive to advertising on social and media networking sites?
- What type of activities are Irish consumers doing on social and media networking sites?
- How have the recent privacy revelations affected Irish consumers’ use of social networks?
- What are Irish consumers looking for when using social and media networking sites?
Trend Application
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- Let’s Make a Deal
- Cam Cam
- Influentials
Market Overview
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- Key points
- Growing engagement with brands on social networks
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- Figure 6: Agreement with the statement 'I have visited a company's website as a result of an advert on a social networking site', NI and RoI, 2011-13
- Irish consumers getting more ‘friendly’ with companies online
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- Figure 7: Agreement with the statement 'I am friends with a corporation/brand on a social networking site', NI and RoI, 2011-13
- Social media ads increasingly seen as an annoyance
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- Figure 8: Agreement with the statement ' Advertising on social networks annoys me', NI and RoI, 2011-13
- Low click-through rate on advertisements
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- Figure 9: Agreement with the statement 'I regularly click on ads on social networking websites', NI and RoI, 2011-13
- Social messenger apps becoming increasingly popular
- Facebook users feel pressured to contribute
- Privacy concerns driving distrust of social networking sites
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- Figure 10: Trust in organisations according to mobile phone owners in Europe, by type, January 2014
- Government surveillance also an issue for consumers
- Security of personal data on social networks also an issue
- ‘Neknomination’ craze claims two Irish lives
- ‘Random Act of Kindness’ counter movement emerges
- Cyberbullying still an issue for social networking sites
Market in Context
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- Key points
- Case study: Bord Bia
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
- Case study: Coca-Cola
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
- Case study: Danske Bank Ireland
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
- Case study: Heineken Ireland
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
- HMV
- Background
- How it uses social networks
- Measuring the benefits of social networking activity
- Case study: Tourism Ireland
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
- Case study: University of Ulster
- Background
- How it uses online social networks
- Measuring the benefits of social networking activity
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Examples of innovation
- Facebook’s e-money service
- WhatsApp extends service to include voice calls
- Twitter rolls out new user web profile
- Company profiles
- Bebo/Blab
- Disney Club Penguin
- Myspace
The Consumer – Usage of Social and Media Networks
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- Key points
- Facebook the most used social network
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- Figure 11: Social networking sites used in the last three months, NI and RoI, April 2014
- Facebook appeals to consumers across all ages
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- Figure 12: Consumers that have used Facebook in the last three months, by age, NI and RoI, April 2014
- Over half check Facebook several times per day
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- Figure 13: Frequency with which consumers use Facebook, by age, NI and RoI, April 2014
- Irish students the primary users of YouTube
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- Figure 14: Consumers that have accessed YouTube in the last three months, by work status, NI and RoI, April 2014
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- Figure 15: Frequency with which consumers use YouTube, by age, NI and RoI, April 2014
- Men and women equally likely to use Twitter
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- Figure 16: Consumers that have used Twitter in the last three months, by marital status, NI and RoI, April 2014
- One in 10 NI and 17% of RoI consumers user Twitter multiple times per day
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- Figure 17: Frequency with which consumers use Twitter, by age, NI and RoI, April 2014
- Young NI consumers more engaged across a range of platforms
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- Figure 18: Social networking sites used in the last three months, by age, NI, April 2014
- Pinterest interests young RoI consumers, while Google+ and LinkedIn have broad appeal
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- Figure 19: Social networking sites used in the last three months, by age, RoI, April 2014
The Consumer – How Irish Consumers Use Social and Media Networking Sites
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- Key points
- Social networking sites used to keep in touch with friends
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- Figure 20: How consumers use social networks, NI and RoI, April 2014
- Consumers of all ages using social networks to keep in touch
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- Figure 21: Consumers using social networks to keep in touch with friends, by gender and age, NI and RoI, April 2014
- Rural consumers using social networks to receive information on local areas
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- Figure 22: Consumers using social networking sites to receive news about their local area, by location, NI, April 2014
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- Figure 23: Consumers using social networking sites to receive news about their local area, by location, RoI, April 2014
- Checking updates on social networks outside the home prevalent among Irish students
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- Figure 24: Consumers using social networks to check updates on their phone outside of the home, by work status, NI and RoI, April 2014
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- Figure 25: Frequency with which consumers use LinkedIn, by work status, NI and RoI, April 2014
- Irish consumers engaging with brands on media networking sites
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- Figure 26: How consumers use media networks, NI and RoI, April 2014
- Students learning about brands on media networking sites
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- Figure 27: Consumers using media networks to learn about new products and offers from brands/retailers, by work status, NI and RoI, April 2014
- Millennials most likely to follow brands and celebrities
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- Figure 28: Consumers using media networks to follow celebrities or brands that they like, by gender and age, NI and RoI, April 2014
The Consumer – Attitudes Towards Social and Media Networking Sites
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- Key points
- Irish consumers ‘like’ brands on social and media networking sites
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- Figure 29: Agreement with statements relating to social and media networks, NI and RoI, April 2014
- Promotions and competitions driving engagement among Irish women
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- Figure 30: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender and age, NI and RoI, April 2014
- Social and media networks a good source of brand information for RoI students
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- Figure 31: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by work status, NI and RoI, April 2014
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- Figure 32: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by age, NI and RoI, April 2014
- Women most likely to seek information from peers on social networks
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- Figure 33: Agreement with statements relating to social and media networks, by gender, NI and RoI, April 2014
- Group buying appeals to consumers with young children
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- Figure 34: Agreement with the statement ‘Group buying with other consumers to obtain discounts via social/media networks appeals to me’, by gender and age of children in the household, NI and RoI, April 2014
Appendix
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- NI Toluna data
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- Figure 35: Social networking sites used in the last three months, by demographics, NI, April 2014
- Figure 36: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
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- Figure 37: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
- Figure 38: Frequency with which consumers use Facebook, by demographics, NI, April 2014
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- Figure 39: Frequency with which consumers use LinkedIn, by demographics, NI, April 2014
- Figure 40: Frequency with which consumers use Twitter, by demographics, NI, April 2014
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- Figure 41: Frequency with which consumers use WhatsApp, by demographics, NI, April 2014
- Figure 42: Frequency with which consumers use Snapchat, by demographics, NI, April 2014
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- Figure 43: Frequency with which consumers use Google+, by demographics, NI, April 2014
- Figure 44: Frequency with which consumers use Myspace, by demographics, NI, April 2014
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- Figure 45: Frequency with which consumers use Tumblr, by demographics, NI, April 2014
- Figure 46: Frequency with which consumers use Vine, by demographics, NI, April 2014
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- Figure 47: Frequency with which consumers use YouTube, by demographics, NI, April 2014
- Figure 48: Frequency with which consumers use Pinterest, by demographics, NI, April 2014
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- Figure 49: Frequency with which consumers use Instagram, by demographics, NI, April 2014
- Figure 50: How consumers use social networks, by demographics, NI, April 2014
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- Figure 51: How consumers use media networks, by demographics, NI, April 2014
- Figure 52: Agreement with statements relating to social and media networks, by demographics, NI, April 2014
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- Figure 53: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
- Figure 54: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
- RoI Toluna data
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- Figure 55: Social networking sites used in the last three months, by demographics, RoI, April 2014
- Figure 56: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
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- Figure 57: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
- Figure 58: Frequency with which consumers use Facebook, by demographics, RoI, April 2014
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- Figure 59: Frequency with which consumers use LinkedIn, by demographics, RoI, April 2014
- Figure 60: Frequency with which consumers use Twitter, by demographics, RoI, April 2014
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- Figure 61: Frequency with which consumers use WhatsApp, by demographics, RoI, April 2014
- Figure 62: Frequency with which consumers use Snapchat, by demographics, RoI, April 2014
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- Figure 63: Frequency with which consumers use Google+, by demographics, RoI, April 2014
- Figure 64: Frequency with which consumers use Myspace, by demographics, RoI, April 2014
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- Figure 65: Frequency with which consumers use Tumblr, by demographics, RoI, April 2014
- Figure 66: Frequency with which consumers use Vine, by demographics, RoI, April 2014
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- Figure 67: Frequency with which consumers use YouTube, by demographics, RoI, April 2014
- Figure 68: Frequency with which consumers use Pinterest, by demographics, RoI, April 2014
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- Figure 69: Frequency with which consumers use Instagram, by demographics, RoI, April 2014
- Figure 70: How consumers use social networks, by demographics, RoI, April 2014
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- Figure 71: How consumers use media networks, by demographics, RoI, April 2014
- Figure 72: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014
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- Figure 73: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)
- Figure 74: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)
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