"The people of Northern Ireland and the Republic share a number of common characteristics, which sharply differentiates them from the people in Great Britain. This has a major influence on how people in Ireland live."

Extract from this report

Given the advent of the single Market in the EU and the growing level of cross-border trade and co-operation between the Republic and Northern Ireland, it is most important to look at the common and the differentiating characteristics between the two regions and market to them accordingly. Each will require different strategies, although future marketing campaigns could share similar themes. Critical similarities and variations must be examined to gain an understanding of success in the Irish market.

· Young adults in the Republic are redefining their general outlook on life to differentiate themselves from their parents to a much higher degree than young adults in Northern Ireland.

· After years of net migration out of the country, both the Republic and Northern Ireland have seen a net migration of incoming people recently.

· Despite a more traditional social structure in Ireland, both parts are experiencing trends similar to those in Britain, although the Republic is adopting these characteristics at a faster rate.

Irish Lifestyles examines consumer lifestyles and purchasing patterns in Northern Ireland and the Republic of Ireland, and reviews the social and economic background which shapes consumers' spending patterns. This report also provides the unique action of comparing the attitudes and actions of consumers in Ireland with those of the UK. Irish Lifestyles provides insight into the most effective marketing approaches within Northern Ireland and the Republic.