Table of Contents
Executive Summary
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- Market factors
- Usage of messaging apps in IoI grows at a faster rate than social and media networking sites
- Social media has little influence on the purchasing habits of Irish consumers
- Social networks clamp down on like-gating activities
- Irish consumers are more aware of cyberbullying and trolling than ever before
- Market in context
- Companies, brands and innovations
- The consumer
- Facebook voted the most popular social network in Ireland
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- Figure 1: Social networks used by consumers at least once per week, NI and RoI, March 2015
- YouTube dominates the media network market in Ireland
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- Figure 2: Media networks used by consumers at least once per week, NI and RoI, March 2015
- Viber dominates messaging apps usage in RoI whilst WhatsApp is still the most popular in NI
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- Figure 3: Messaging app networks used by consumers at least once per week, NI and RoI, March 2015
- A third of Irish consumers note that social networks have no influence on the products that they purchase
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- Figure 4: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
- Women are more inclined to ‘like’ a brand for a competition
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- Figure 5: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by gender and age group, NI and RoI, March 2015
- What we think
Issues and Insights
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- What are the most popular social networks, media networks and messaging apps?
- The facts
- The implications
- How do consumers use social network sites in their purchasing process?
- The facts
- The implications
- How do Irish consumers engage with brands on social networks?
- The facts
- The implications
- Are consumers changing how they communicate with each other?
- The facts
- The implications
Market Overview
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- Key points
- Advertising spending on social networking expected to grow in 2015
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- Figure 6: Social network advertising spending, global, 2013-17
- Figure 7: Social network advertising spending, Western Europe, 2013-17
- Facebook are expected to receive the most revenue from advertising in 2015
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- Figure 8: Social networking sites forecasted advertising revenue, worldwide, 2015
- Growing usage of smartphone and tablet devices
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- Figure 9: Types of devices owned by consumers, NI, 2014-15
- Figure 10: Types of devices owned by consumers, RoI, 2014-15
- The rise in 4G has diverted attention towards apps and away from SMS
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- Figure 11: Number of mobile voice and data subscribers using 3G and 4G networks in RoI, fourth quarter of 2013-14
- Vloggers and YouTubers are becoming a dominant force within the market
- Paid vloggers
- Cyberbullying, trolling and the Irish market
- Social network abuse steams further than the general public
Market in Context
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- Key points
- Case study: Audi Ireland
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Bud Light (Anheuser-Busch)
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Enterprise Ireland
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Fáilte Ireland
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: HB Ice Cream
- Background
- How it uses online social networks
- Recent social networking activity
- Case study: Starbucks Coffee
- Background
- How it uses online social networks
- Recent social networking activity
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Innovations
- Facebook and Twitter announce a new payment system through social networks
- Twitter offers advertisers a better deal by introducing adverts that target consumer by postcode
- YouTube and Vine launch their new ‘kids’ version of their apps
- Company profiles
- Bebo (Blab)
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Facebook (inc Instagram and WhatsApp)
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Google (Google+ and YouTube)
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Myspace
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Snapchat
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Twitter (Vine)
- Key points
- User facilities
- Advertiser facilities
- Recent developments
- Viber
- Key points
- User facilities
- Advertiser facilities
- Recent developments
The Consumer – Usage of Social Networks, Media Networks and Messenger Apps
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- Key points
- Facebook usage dominates Irish social network market
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- Figure 12: Social networks used by consumers at least once per week, NI and RoI, March 2015
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- Figure 13: Usage of Facebook at least once per week, by age demographic, NI and RoI, March 2015
- Older consumers favour Google+ as opposed to Twitter
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- Figure 14: Usage of Google+ at least once per week, by age demographic, NI and RoI, March 2015
- Usage of Twitter in IoI hinges on younger consumers
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- Figure 15: Usage of Twitter at least once per week, by age demographic, NI and RoI, March 2015
- Irish consumers favour YouTube over all other media networks
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- Figure 16: Media networks used by consumers at least once per week, NI and RoI, March 2015
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- Figure 17: YouTube usage by consumers at least once per week, NI and RoI, March 2015
- Pinterest and Instagram appeals to females users as opposed to males
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- Figure 18: Instagram and Pinterest usage by consumers at least once per week, NI and RoI, March 2015
- RoI more open to messaging apps in comparison to NI
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- Figure 19: Consumer usage of messaging apps at least once per week, NI and RoI, March 2015
- Viber leads in RoI with limited market share in NI
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- Figure 20: Consumer usage of Viber at least once per week, by location, NI and RoI, March 2015
- WhatsApp dominates in NI, with strong usage from 16-24-year-olds
- Snapchat usage soars among consumers aged 16-24
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- Figure 21: Consumer usage of Snapchat at least once per week, by occupation, NI and RoI, March 2015
The Consumer – Purchasing Habits with Social Networking
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- Key points
- Over a third of Irish consumers say social networking has no influence on purchases
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- Figure 22: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
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- Figure 23: Consumers agreement with the statement ‘Social media had no influence on what kinds of products I purchase’, by age group, NI and RoI, March 2015
- Women are more likely to take advantage of a discount on social media
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- Figure 24: Consumers’ agreement with the statement ‘I have taken advantage of a discount or other special offer that was available on a social media website’, by gender, NI and RoI, March 2015
- A fifth of Irish consumers consider social network friends before making a purchase
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- Figure 25: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by demographics, NI and RoI, March 2015
The Consumer – Agreement with Statements Relating to Social Networking
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- Key points
- Irish consumers use social networking to keep up to date with company information and public announcements
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- Figure 26: Agreement with statements relating to social networking, NI and RoI, March 2015
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- Figure 27: Agreement with statements: I use social media to check regional issues (eg local roadworks, traffic, police alerts), NI and RoI, 2014-15
- Women buying more into brand’s like-gating techniques
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- Figure 28: Agreement with the statement: ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender, NI and RoI, March 2015
- Younger consumers are more inclined to think social media is a good source of brand information
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- Figure 29: Agreement with statement: ‘Social/media networking sites are a good source of brand/company information’, NI and RoI, by age demographic, March 2015
- Active ‘surfers’ think raising issues on social networks is most effective
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- Figure 30: Agreement with statement: ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by daily internet usage, NI and RoI, March 2015
Appendix
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- NI Toluna data
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- Figure 31: Social networks used by consumers at least once per week, by demographics, NI, March 2015
- Figure 32: Social networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
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- Figure 33: Media networks used by consumers at least once per week, by demographics, NI, March 2015
- Figure 34: Media networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
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- Figure 35: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015
- Figure 36: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015 (continued)
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- Figure 37: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015
- Figure 38: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
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- Figure 39: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
- Figure 40: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, March 2015
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- Figure 41: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, March 2015
- Figure 42: 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, March 2015
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- Figure 43: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, NI, March 2015
- Figure 44: 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, March 2015
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- Figure 45: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, March 2015
- Figure 46: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, NI, March 2015
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- Figure 47: 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, March 2015
- Figure 48: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, March 2015
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- Figure 49: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, March 2015
- Figure 50: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, NI, March 2015
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- Figure 51: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, NI, March 2015
- RoI Toluna data
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- Figure 52: Social networks used by consumers at least once per week, by demographics, RoI, March 2015
- Figure 53: Social networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
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- Figure 54: Media networks used by consumers at least once per week, by demographics, RoI, March 2015
- Figure 55: Media networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
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- Figure 56: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015
- Figure 57: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
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- Figure 58: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015
- Figure 59: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
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- Figure 60: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
- Figure 61: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, March 2015
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- Figure 62: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, March 2015
- Figure 63: 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, March 2015
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- Figure 64: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, RoI, March 2015
- Figure 65: 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, March 2015
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- Figure 66: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, March 2015
- Figure 67: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, RoI, March 2015
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- Figure 68: 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, March 2015
- Figure 69: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, March 2015
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- Figure 70: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, March 2015
- Figure 71: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, RoI, March 2015
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- Figure 72: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, RoI, March 2015
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