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New Media and the Irish Consumer - Ireland - December 2010

Now that around two thirds of all Irish consumers have a broadband internet connection in the home, the internet is an established, mainstream channel through which advertisers can reach a mass-market audience. However, there is a danger that the rapid growth in online advertising could diminish the effectiveness of the medium. Mintel’s consumer data reveals that more than a third of Irish internet users feel overwhelmed by the sheer quantity of online advertising.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Consumer research
            • Abbreviations
            • Insights and Opportunities

              • Is branded entertainment the future?
                • Combining features to overcome resistance
                • Market in Brief

                  • RoI’s online ad spend set to top €100 million in 2010
                    • UK online ad market set to reach £4 billion in 2010
                      • Paid-for search the dominant format in RoI and UK
                        • NI and RoI economies struggling to recover
                          • Risk of further rises in unemployment
                            • Consumers remain fearful for future
                              • Favourite websites: The usual suspects
                                • Broadband penetration exceeds 60%
                                  • Online ads seen most often on search engine websites
                                    • ‘Relevance’ the main motivation for clicking on an ad
                                      • Volume of online ads deemed ‘overwhelming’
                                      • Fast Forward Trends

                                          • Trend 1: Rise of the Screenager
                                            • What’s it about?
                                              • What we’ve seen
                                                • What next?
                                                  • Trend 2: Celebs and Social Engineering
                                                    • What’s it about?
                                                      • What we’ve seen
                                                        • What next?
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Two thirds have broadband connection at home
                                                              • Figure 1: Percentage of respondents with broadband (wireless or standard) internet connection at home, NI and RoI, 2004-10
                                                              • Figure 2: Percentage of respondents with dial-up internet access at home, NI and RoI, 2007-10
                                                            • Problem of ‘digital divide’ remains
                                                              • Figure 3: Percentage of respondents with broadband (wireless or standard) internet connection at home, by age, NI and RoI, 2010
                                                              • Figure 4: Percentage of respondents with broadband (wireless or standard) internet connection at home, by socio-economic background, NI and RoI, 2010
                                                              • Figure 5: Percentage of repondents with broadband (wireless or standard) internet connection at home, by region, NI and RoI, 2010
                                                            • RoI and UK broadband quality ranked high – and improving
                                                              • Figure 6: Broadband leadership table, top 20 rankings with scores, 2010
                                                            • ... but pales in comparison to ‘best in class’
                                                              • Figure 7: Average download speeds in Mbps, South Korea, UK, RoI and global average, 2010
                                                              • Figure 8: Average upload speeds in Mbps, South Korea, UK, RoI and global average, 2010
                                                              • Figure 9: Average latency (in milliseconds), South Korea, UK, RoI and global average, 2010
                                                            • RoI and UK not yet ready for “applications of tomorrow”
                                                                • Figure 10: State of readiness for “internet applications of the future”, RoI and UK, 2010
                                                                • Figure 11: Changing network quality requirements – download, upload and latency, 2010
                                                              • Role of internet in consumers’ lives increasing
                                                                • Figure 12: Agreement with statement ‘When I need information, the first place I look is the internet’, NI and RoI, 2004-10
                                                                • Figure 13: Agreement with statement ‘When I need information, the first place I look is the internet’, by gender, age and socio-economic background, NI and RoI, 2010
                                                              • Major websites command universal appeal
                                                                • Figure 14: Top 20 most visited websites, RoI and UK (including NI), November 2010
                                                              • Ranking alone can be misleading
                                                                • Figure 15: Comparative analysis of top 20 most visited websites (daily page views per user, bounce rate and time on site), RoI, November 2010
                                                                • Figure 16: Comparative analysis of top 20 most visited websites (daily page views per user, bounce rate and time on site), UK (including NI), November 2010
                                                              • Recognition that it’s engagement that counts
                                                                • Different sites attract different demographics
                                                                  • Figure 17: Demographics over – and under-represented relative to general internet population among users of selected websites, November 2010
                                                                • Irish consumers taking to online shopping
                                                                  • Figure 18: How often respondents shop online, NI & RoI, April 2010
                                                                • Going online through mobile phone a niche activity
                                                                  • Figure 19: How respondents access internet, NI and RoI, 2010
                                                                  • Figure 20: Respondents who access the internet through a mobile phone, NI and RoI, 2004-10
                                                                • Accessing internet through mobile to grow with smartphone penetration
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Recession putting pressure on advertising budgets
                                                                      • Economic growth
                                                                        • NI’s economic recovery unbalanced and tentative
                                                                          • Figure 21: Gross Value Added (GVA) growth, NI and UK, estimates and forecasts, 2009-11
                                                                        • RoI economic recovery to be weak and uncertain
                                                                          • Figure 22: Growth in GDP and GNP, actual and forecast, RoI, 2009-11
                                                                        • Employment
                                                                          • Further job losses not unlikely in NI
                                                                              • Figure 23: Employment and unemployment data, NI, 2008-10
                                                                            • Unemployment to remain high in RoI
                                                                              • Figure 24: Unemployment, actual and forecast, RoI, 2008-11
                                                                            • Inflation
                                                                              • Inflation rate in NI remains above target level
                                                                                • Deflation partially countering wage declines in RoI
                                                                                  • Figure 25: Wage inflation, actual and forecast, RoI, 2008-11
                                                                                  • Figure 26: Consumer Price Inflation, actual and forecast, RoI, 2008-11
                                                                                • Consumer confidence
                                                                                  • NI consumer confidence subdued but stable
                                                                                    • Figure 27: Consumer Confidence, NI, September 2008-September 2010
                                                                                  • RoI consumer confidence declines again in October 2010
                                                                                    • Consumer spending
                                                                                      • NI consumer spending likely to decline
                                                                                        • Figure 28: Expectations for household finances, NI, September 2010
                                                                                        • Figure 29: Spending intentions for coming 12 months, NI, September 2010
                                                                                      • RoI consumer spending to decline into 2011
                                                                                        • Figure 30: Consumer consumption, actual and forecast, RoI, 2009-11
                                                                                      • Ageing population: A challenge and an opportunity
                                                                                        • Figure 31: Population projections, by age group, RoI, 2006-26
                                                                                        • Figure 32: Population projections, by age group, NI, 2006-26
                                                                                    • Strengths and Weaknesses

                                                                                        • Figure 33: Strengths and weaknesses, New Media – advertising and marketing, 2010
                                                                                      • Strengths
                                                                                        • Weaknesses
                                                                                        • Who’s Innovating?

                                                                                          • Key points
                                                                                            • Sidestepping clutter through Facebook
                                                                                              • Viral campaigns that capture imagination
                                                                                              • Market Size and Segmentation

                                                                                                • Key points
                                                                                                  • RoI’s online ad market to exceed €100 million in 2010
                                                                                                      • Figure 34: Total online advertising expenditure, RoI, 2009-10
                                                                                                    • Continued growth in online ad spend expected
                                                                                                      • UK online ad market on course to hit £4 billion in 2010
                                                                                                        • Figure 35: Total online advertising expenditure, UK, 2005-10*
                                                                                                        • Figure 36: Online advertising share of total advertising spend, UK, 2005-10
                                                                                                      • Recruitment/Property account for 25% all ad spend online in RoI
                                                                                                        • Figure 37: Online ad spend, %, by sector, 2009
                                                                                                      • Paid-for search the dominant format
                                                                                                        • Figure 38: Online advertising formats, proportional share, RoI, H1 2010
                                                                                                        • Figure 39: Online advertising formats, proportional share, UK, H1 2010
                                                                                                    • Competitive Context

                                                                                                      • Key points
                                                                                                        • Newspaper ad revenues down 10% in RoI, 21% in UK
                                                                                                          • Figure 40: Newspaper ad revenue declines, selected European countries, 2007-09
                                                                                                        • Advertising accounts for 65% of RoI newspapers’ revenue
                                                                                                          • Figure 41: Proportion of newspapers’ revenue contributed, by advertising (online and print), selected countries, 2010
                                                                                                        • Paid-for model could affect online ad spend
                                                                                                          • Figure 42: Willingness to pay for online content, UK (incl. NI) & RoI, 2010
                                                                                                        • Switch to paid-for models gathering momentum
                                                                                                        • The Consumer – Where are Online Ads Seen?

                                                                                                          • Key points
                                                                                                              • Figure 43: Where respondents have seen online ads, NI & RoI, September 2010
                                                                                                            • Likelihood to see ad determined by online activity
                                                                                                              • NI consumers seeing ads on price comparison and shopping sites
                                                                                                                • Women more likely to see an ad on social networking sites
                                                                                                                    • Figure 44: Where respondents have seen online ads, by gender, NI, September 2010
                                                                                                                    • Figure 45: Where respondents have seen online ads, by gender, RoI, September 2010
                                                                                                                  • Ads on free game sites catch attention of young
                                                                                                                      • Figure 46: Where respondents have seen online ads, by age, NI, September 2010
                                                                                                                      • Figure 47: Where respondents have seen online ads, by age, RoI, September 2010
                                                                                                                    • Over-50s most likely to ignore online adverts
                                                                                                                    • The Consumer – What Prompts Exploration of Online Ads?

                                                                                                                      • Key points
                                                                                                                          • Figure 48: What prompts consumers to click through on online adverts, NI & RoI, September 2010
                                                                                                                        • Relevance the key factor in prompting exploration
                                                                                                                            • Figure 49: Respondents who are inclined to click through on online adverts if they are useful or relevant to them, by age, NI & RoI, September 2010
                                                                                                                          • Offer of a discount or money off a great motivator
                                                                                                                              • Figure 50: Respondents who are inclined to click through on online adverts if it gives money off (eg voucher), by gender, NI & RoI, September 2010
                                                                                                                            • Entertainment lures 16-24s, information prompts the 50+
                                                                                                                                • Figure 51: Factors prompting respondents to explore online adverts, by age, NI, September 2010
                                                                                                                                • Figure 52: Factors prompting respondents to explore online adverts, by age, RoI, September 2010
                                                                                                                              • Women’s interest piqued by money off and competitions
                                                                                                                                  • Figure 53: Factors prompting respondents to explore online adverts, by gender, NI, September 2010
                                                                                                                                  • Figure 54: Factors prompting respondents to explore online adverts, by gender, RoI, September 2010
                                                                                                                              • The Consumer– Attitudes Towards Online Advertising

                                                                                                                                • Key points
                                                                                                                                    • Figure 55: Consumer attitudes towards online advertising, NI & RoI, September 2010
                                                                                                                                  • Quantity of online ads is overwhelming
                                                                                                                                    • A third pay more attention to offline adverts
                                                                                                                                      • Men more positive towards online adverts
                                                                                                                                          • Figure 56: Attitudes towards online advertising, by gender, NI, September 2010
                                                                                                                                          • Figure 57: Attitudes towards online advertising, by gender, RoI, September 2010
                                                                                                                                        • Attitudes towards online ads determined by internet usage
                                                                                                                                            • Figure 58: Attitudes towards online advertising, by age, NI, September 2010
                                                                                                                                            • Figure 59: Attitudes towards online advertising, by age, RoI, September 2010
                                                                                                                                        • Consumer Target Groups

                                                                                                                                          • Key points
                                                                                                                                            • RoI target groups
                                                                                                                                              • Figure 60: Consumer target groups, RoI, September 2010
                                                                                                                                            • The Indifferents
                                                                                                                                              • Characteristics
                                                                                                                                                • Who are the Indifferents?
                                                                                                                                                  • Understanding The Indifferents
                                                                                                                                                    • Suspicious and Hostile
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Who are the Suspicious and Hostile?
                                                                                                                                                          • Understanding the Suspicious and Hostile
                                                                                                                                                            • Offline Fans
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Who are the Offline Fans?
                                                                                                                                                                  • Understanding the Offline Fans
                                                                                                                                                                    • Online Ad Enthusiasts
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Who are the Online Ad Enthusiasts?
                                                                                                                                                                          • Understanding the Online Ad Enthusiasts
                                                                                                                                                                            • NI target groups
                                                                                                                                                                              • Figure 61: Consumer target groups, NI, September 2010
                                                                                                                                                                            • The Non-Engaged
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Who are the Non-Engaged?
                                                                                                                                                                                  • Understanding the Non-Engaged
                                                                                                                                                                                    • Supportive and Responsive
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Who are the Supportive and Responsive?
                                                                                                                                                                                          • Understanding the Supportive and Responsive
                                                                                                                                                                                            • Overwhelmed
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Who are the Overwhelmed?
                                                                                                                                                                                                  • Understanding the Overwhelmed
                                                                                                                                                                                                    • Actively Resistant
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Who are the Actively Resistant?
                                                                                                                                                                                                          • Understanding the Actively Resistant
                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                              • Figure 62: Percentage of respondents that have used internet in the last 12 months, NI and RoI, 2004-10
                                                                                                                                                                                                          • Appendix – The Consumer: Where Online Ads Have Been Seen

                                                                                                                                                                                                            • NI
                                                                                                                                                                                                              • Figure 63: Sites that consumers have seen online advertisements on, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 64: Sites that consumers have seen online advertisements on, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 65: Sites that consumers have seen online advertisements on, NI, all demographics, September 2010
                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                              • Figure 66: Sites that consumers have seen online advertisements on, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 67: Sites that consumers have seen online advertisements on, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 68: Sites that consumers have seen online advertisements on, RoI, all demographics, September 2010
                                                                                                                                                                                                          • Appendix – The Consumer – What Encourages Exploration of Online Ads?

                                                                                                                                                                                                            • NI
                                                                                                                                                                                                              • Figure 69: What prompts consumers to click through on online adverts, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 70: What prompts consumers to click through on online adverts, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 71: What prompts consumers to click through on online adverts, NI, all demographics, September 2010
                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                              • Figure 72: What prompts consumers to click through on online adverts, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 73: What prompts consumers to click through on online adverts, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 74: What prompts consumers to click through on online adverts, RoI, all demographics, September 2010
                                                                                                                                                                                                          • Appendix – The Consumer – Attitudes Towards Online Ads

                                                                                                                                                                                                            • NI
                                                                                                                                                                                                              • Figure 75: Consumer attitudes towards online advertising, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 76: Consumer attitudes towards online advertising, NI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 77: Consumer attitudes towards online advertising, NI, all demographics, September 2010
                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                              • Figure 78: Consumer attitudes towards online advertising, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 79: Consumer attitudes towards online advertising, RoI, all demographics, September 2010
                                                                                                                                                                                                              • Figure 80: Consumer attitudes towards online advertising, RoI, all demographics, September 2010
                                                                                                                                                                                                          • Appendix – Consumer Typologies

                                                                                                                                                                                                            • NI
                                                                                                                                                                                                              • Figure 81: Consumer typologies, NI, September 2010
                                                                                                                                                                                                              • Figure 82: Consumer typologies, NI, by demographics, September 2010
                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                              • Figure 83: Consumer typologies, RoI, September 2010
                                                                                                                                                                                                              • Figure 84: Consumer typologies, RoI, all demographics, September 2010

                                                                                                                                                                                                          Companies Covered

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                                                                                                                                                                                                          New Media and the Irish Consumer - Ireland - December 2010

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