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Social Networking - Ireland - May 2016

OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
Market factors
Social media ad spending to grow but ad blocking an issue
Facebook extends ‘Like’ function to include ‘Reactions’
Rising number of unattached a growth opportunity for online dating apps in Ireland
Online daters concerned about fraud
Cyberbullying remains an issue for young social network users
Companies, brands and innovations
The consumer
Facebook remains the social network of choice for Irish consumers
Figure 1: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
YouTube the most popular media networking site
Figure 2: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Messaging apps dominated by Facebook-owned platforms
Figure 3: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Social networks a good source of company information
Figure 4: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
What we think
ISSUES AND INSIGHTS
What social networking sites are Irish consumers using?
The facts
The implications
Which media networking sites are popular in Ireland?
The facts
The implications
How are Irish consumers using social and media networking sites?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Social media adspend to continue growing
Ad blocking an issue for social networking sites
Emojinal Reactions
Dating apps make it easier for Irish consumers to meet someone
Safety and fraud key concerns for users of dating apps and websites
MARKET DRIVERS
Advertising spend to continue growing in 2016
Figure 5: Social network advertising spending, global and Western Europe, 2014-17
Ad blocking a concern for social network advertisers
Figure 6: Global share of ad-blocking rates, by site category, April-June 2015
Facebook ‘Reactions’ to harness the power of emoji
Number of unattached people rising in Ireland
Figure 7: Population aged 15 and over, by marital status, 2001 and 2011 in NI and 2002 and 2011 in RoI
Longer working hours leave less time to meet someone offline
Figure 8: Average weekly hours worked, UK (including NI) and RoI, 2010-14
Fraud and safety a concern for dating apps and websites
Figure 9: Cost of online dating fraud, UK (including NI), 2013-15
Figure 10: Source of online dating fraud, UK (including NI), 2015
Ownership of internet-enabled devices high in Ireland
Figure 11: Ownership of or access to mobile technology devices, NI and RoI, May 2015-April 2016
Quarter of RoI children have been cyberbullied
Figure 12: Percentage of teenagers who said they have been cyberbullied, by country, September 2015
MARKET IN CONTEXT
Case study: Heineken Ireland
Background
How it uses online social networks
Recent social networking activity
Case study: House of Fraser
Background
How it uses online social networks
Recent social networking activity
Case study: Invest NI
Background
How it uses online social networks
Recent social networking activity
Case study: PepsiCo
Background
How it uses online social networks
Recent social networking activity
Case study: Tourism Ireland
Background
How it uses online social networks
Recent social networking activity
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Instagram capitalises on rise of mobile video viewing
WhatsApp launches on desktop
Twitter invests in Periscope
Snapchat gets rid of in-app purchases to focus on advertising
Tinder Social
COMPETITIVE STRATEGIES – KEY PLAYERS
Facebook (including Instagram and WhatsApp)
Key facts
User facilities
Latest innovations
Flickr
Key facts
User facilities
Latest innovations
Google (Google+ and YouTube)
Key facts
User facilities
Latest innovations
YouTube
Grindr
Key facts
User facilities
Latest innovations
LinkedIn
Key facts
User facilities
Latest innovations
Match Group
Key facts
User facilities
Latest innovations
Pinterest
Key facts
User facilities
Latest innovations
Snapchat
Key facts
User facilities
Latest innovations
Twitter
Key facts
User facilities
Latest innovations
THE CONSUMER – WHAT YOU NEED TO KNOW
Facebook the social network of choice in Ireland
Consumer preference for video content boosts appeal of YouTube
Facebook dominates the messaging apps market
Usage of dating apps and websites low
Consumers turning to social media for brand information
THE CONSUMER – USAGE OF SOCIAL NETWORKING SITES
Facebook continues to dominate social networking in Ireland
Figure 13: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Young consumers the main users of Facebook
Figure 14: Consumers who log on to Facebook regularly (ie log on at least once per week), by age, NI and RoI, April 2016
Twitter sees very strong usage among NI 35-44-year-olds
Figure 15: Consumers who log on to Twitter regularly (ie log on at least once per week), by age, NI and RoI, April 2016
Irish women the main users of Google+
Figure 16: Consumers who log on to Google+ regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
LinkedIn popular among self-employed consumers
Figure 17: Consumers who log on to LinkedIn regularly (ie log on at least once per week), by work status, NI and RoI, April 2016
THE CONSUMER – USAGE OF MEDIA NETWORKING SITES
YouTube the most regularly used media network
Figure 18: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Millennials key users of YouTube
Figure 19: Consumers who log on to YouTube regularly (ie log on at least once per week), by age, NI and RoI, April 2016
Gender preferences for media networks
Figure 20: Types of media networks that consumers log on to regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
THE CONSUMER – USAGE OF MESSENGER APPS AND DATING APPS
Facebook dominates messaging app usage
Figure 21: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Millennials the main users of messaging apps
Figure 22: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, NI, April 2016
Figure 23: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, RoI, April 2016
Skype popular among Irish men
Figure 24: Consumers who log on to Skype regularly (ie log on at least once per week), by gender and age, NI and RoI, April 2016
Usage of dating apps in Ireland low
THE CONSUMER – ATTITUDES TOWARDS SOCIAL AND MEDIA NETWORKS
Consumers sourcing company information on social media
Figure 25: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
Irish women most likely to seek company information on social media
Figure 26: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by gender and age, NI and RoI, April 2016
Raising issues on social media more effective for late Millennials
Figure 27: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by age and social class, NI and RoI, April 2016
Parents and guardians more aware of trolls
Figure 28: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by presence of children in the household, NI and RoI, April 2016
Young consumers key users of emoji
Figure 29: Agreement with statements relating to social and media networks and dating apps, by age, NI, April 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Generational cohort definitions
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna data
Figure 30: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
Figure 31: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
Figure 32: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
Figure 33: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
Figure 34: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
Figure 35: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
Figure 36: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
Figure 37: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, April 2016
Figure 38: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, April 2016
Figure 39: 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, April 2016
Figure 40: 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, April 2016
Figure 41: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, April 2016
Figure 42: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/political issues online’, by demographics, NI, April 2016
Figure 43: 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, April 2016
Figure 44: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, April 2016
Figure 45: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, April 2016
Figure 46: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, NI, April 2016
Figure 47: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, NI, April 2016
Figure 48: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, NI, April 2016
RoI Toluna Data
Figure 49: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
Figure 50: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
Figure 51: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
Figure 52: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
Figure 53: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
Figure 54: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
Figure 55: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
Figure 56: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, April 2016
Figure 57: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, April 2016
Figure 58: 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, April 2016
Figure 59: 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, April 2016
Figure 60: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, April 2016
Figure 61: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/ political issues online’, by demographics, RoI, April 2016
Figure 62: 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, April 2016
Figure 63: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, April 2016
Figure 64: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, April 2016
Figure 65: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, RoI, April 2016
Figure 66: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, RoI, April 2016
Figure 67: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, RoI, April 2016

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