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Online Social Networking - Ireland - April 2013

“While advertising on social networking sites offers companies the opportunity to reach and engage with Irish consumers directly, the brands that will see the greatest return from promoting their goods and services through these channels will be those that offer tangible solutions to consumers’ individual needs.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What are Irish consumers using social networking sites for?
  • How are Irish consumers accessing social networks?
  • Do Irish consumers trust social networking sites?
  • What are social networks doing to attract and retain users?
  • How effective is advertising through social networking sites?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Market factors
                    • Social networking sites a key channel for advertisers
                      • Advertising on social networks annoys Irish consumers
                        • Irish consumers embrace ‘on-the-go’ social networking
                          • Security breaches raise concerns over integrity of personal data
                            • Cyber bullying continues to be a problem
                              • Companies, brands and innovations
                                • The consumer
                                  • Facebook the social network of choice throughout Ireland
                                    • Figure 1: Consumers accessing Facebook at least once per day, by all demographics, NI and RoI, 2012-13
                                  • RoI consumers most likely to use Facebook to research potential holidays
                                    • Figure 2: Social network used to research potential holiday destinations, by all demographics, NI and RoI, February 2013
                                  • Twitter used to share personal thoughts
                                    • Privacy a hot topic for Irish consumers
                                      • Security of personal information a key concern
                                        • What we think
                                        • Issues in the Market

                                          • What are Irish consumers using social networking sites for?
                                            • How are Irish consumers accessing social networks?
                                              • Do Irish consumers trust social networking sites?
                                                • What are social networks doing to attract and retain users?
                                                  • How effective is advertising through social networking sites?
                                                  • Trend Applications

                                                      • Cam Cam
                                                        • Return to the Experts
                                                          • Mintel Futures: Human
                                                          • Market Overview

                                                            • Key points
                                                              • Advertisers investing heavily in social networking sites
                                                                • Figure 3: Social network advertising revenue worldwide, 2011-14
                                                                • Figure 4: Use of social networking sites by business, RoI, 2012
                                                              • Irish consumers less enthusiastic about advertising on social networks
                                                                • Figure 5: Agreement with statement ‘Advertising on social networks annoys me’, by demographics, NI and RoI, 2012-13
                                                                • Figure 6: Agreement with the statement ‘I regularly click on ads on social networking sites’, NI and RoI, 2012-13
                                                              • Mobile social networking
                                                                • Figure 7: How consumers accessed social networking sites, by demographics, NI and RoI, February 2013
                                                                • Figure 8: Accessing the internet through a mobile phone/smartphone, NI and RoI, September 2009 and September 2012
                                                              • Improved mobile internet infrastructure to help drive this trend
                                                                • Security on social networking sites a growing concern
                                                                  • Privacy an issue for Irish consumers
                                                                    • Cyber bullying a growing concern
                                                                      • Figure 9: Agreement with the statement ‘I worry about the influence that technology and the internet might be having on children’s development/safety (eg cyber-bullying)’, NI and RoI, July 2012
                                                                    • Tackling cyber bullying in Ireland
                                                                    • Market in Context

                                                                      • Key points
                                                                        • Case study: An Post
                                                                          • Background
                                                                            • How it uses online social networks
                                                                              • Measuring the benefits of social networking activity
                                                                                • Case study: Meteor
                                                                                  • Background
                                                                                    • How it uses online social networks
                                                                                      • Measuring the benefits of social networking activity
                                                                                        • Case study: Fáilte Ireland
                                                                                          • Background
                                                                                            • How it uses online social networks
                                                                                              • Measuring the benefits of social networking activity
                                                                                                • Case study: Tesco Ireland
                                                                                                  • Background
                                                                                                    • How it uses online social networks
                                                                                                      • Measuring the benefits of social networking activity
                                                                                                        • Case study: Belfast Metropolitan College
                                                                                                          • Background
                                                                                                            • How it uses online social networks
                                                                                                              • Measuring the benefits of social networking activity
                                                                                                              • Strengths and Weaknesses

                                                                                                                • Strengths
                                                                                                                  • Weaknesses
                                                                                                                  • Companies and Innovations

                                                                                                                      • Examples of innovation
                                                                                                                        • Facebook launches improved News Feed
                                                                                                                          • Google updates its social network, adding ‘Local Reviews’
                                                                                                                            • LinkedIn delivers contents-based ads
                                                                                                                              • Company profiles
                                                                                                                                • Bebo
                                                                                                                                  • Disney Club Penguin
                                                                                                                                    • Facebook
                                                                                                                                      • Google+
                                                                                                                                        • LinkedIn
                                                                                                                                          • MySpace
                                                                                                                                            • Pinterest
                                                                                                                                              • Twitter
                                                                                                                                              • The Consumer – Usage of Online Social Networking Sites

                                                                                                                                                • Key points
                                                                                                                                                  • Facebook continues to dominate Irish market
                                                                                                                                                    • Figure 10: How often respondents access certain social networking sites, NI and RoI, February 2013
                                                                                                                                                    • Figure 11: Consumers accessing Facebook at least once per day, by all demographics, NI and RoI, 2012-13
                                                                                                                                                  • Young women the key users of Facebook
                                                                                                                                                    • Figure 12: Consumers accessing Facebook at least once per day, by gender and age, NI and RoI, February 2013
                                                                                                                                                  • Irish ‘singletons’ most likely to access Facebook
                                                                                                                                                    • Figure 13: Consumers accessing Facebook at least once per day, by marital status, NI and RoI, February 2013
                                                                                                                                                  • Twitter also popular with Irish consumers
                                                                                                                                                    • Figure 14: Consumers accessing Twitter at least once per day, by all demographics, NI and RoI, 2012-13
                                                                                                                                                    • Figure 15: Consumers accessing Twitter at least once per day, by gender and age, NI and RoI, February 2013
                                                                                                                                                  • Students most likely to tweet
                                                                                                                                                    • Figure 16: Consumers accessing Twitter at least once per day, by work status, NI and RoI, February 2013
                                                                                                                                                    • Figure 17: Consumers accessing Twitter at least once per day, by location, NI and RoI, February 2013
                                                                                                                                                  • Google+ usage declines in RoI
                                                                                                                                                      • Figure 18: Consumers accessing Google+ at least once per day, by all demographics, NI and RoI, 2012-13
                                                                                                                                                    • And the rest
                                                                                                                                                    • The Consumer – How Consumers Use Online Social Networks

                                                                                                                                                      • Key points
                                                                                                                                                        • Sharing photos a key activity on Facebook
                                                                                                                                                          • Figure 19: Social network used to share personal photos, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Figure 20: Consumers using Facebook to share personal photos, by gender and age, NI and RoI, February 2013
                                                                                                                                                        • Facebook the social network of choice for researching holidays
                                                                                                                                                          • Figure 21: Social network used to research potential holiday destinations, by all demographics, NI and RoI, February 2013
                                                                                                                                                        • Irish consumers reading updates on Facebook
                                                                                                                                                          • Figure 22: Social network used to read updates by my friends, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Figure 23: Consumers using Facebook to read updates posted by their friends, by gender and age, NI and RoI, February 2013
                                                                                                                                                          • Figure 24: Consumers using Twitter to read updates posted by their friends, by gender and age, NI and RoI, February 2013
                                                                                                                                                        • Third of Irish consumers playing games on Facebook
                                                                                                                                                          • Figure 25: Social network used to play games, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Figure 26: Consumers using Facebook to play games, by age, NI and RoI, February 2013
                                                                                                                                                          • Figure 27: Consumers using Facebook to play games, by presence of children in the household, NI and RoI, February 2013
                                                                                                                                                        • Social networking sites as personal thought platforms
                                                                                                                                                          • Figure 28: Consumers using Facebook to share personal thoughts/updates, by gender and age, NI and RoI, February 2013
                                                                                                                                                        • Twitter also popular for thought-sharing
                                                                                                                                                          • Figure 29: Consumers using Twitter to share personal thoughts/updates, by gender and age, NI and RoI, February 2013
                                                                                                                                                        • A quarter of Irish consumers using Facebook to find deals
                                                                                                                                                          • Figure 30: Social network used to find deals and discounts, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Figure 31: Consumers using Facebook to find deals and discounts, by work status, NI and RoI, February 2013
                                                                                                                                                        • Purchase-sharing low on social networks
                                                                                                                                                          • Figure 32: Social network used to share purchases they have made, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Figure 33: Consumers using Facebook to share purchases they have made, by gender and age, NI and RoI, February 2013
                                                                                                                                                      • The Consumer – Attitudes Towards Online Social Networking Sites

                                                                                                                                                        • Key points
                                                                                                                                                          • Privacy on social networking sites a concern for Irish consumers
                                                                                                                                                            • Figure 34: Agreement with statements relating to social networks, by all demographics, NI and RoI, February 2013
                                                                                                                                                            • Figure 35: Agreement with the statement ‘I keep my profile details private on the main social network I use (ie only accessible to friends)’, by all demographics, NI and RoI, 2011-13
                                                                                                                                                            • Figure 36: Agreement with the statement ‘I keep my profile details private on the main social network I use (ie only accessible to friends)’, by all demographics, NI and RoI, February 2013
                                                                                                                                                          • Security of personal information also worries consumers
                                                                                                                                                              • Figure 37: Agreement with the statement ‘I worry about how secure my information is on social network sites’, by gender and age, NI and RoI, February 2013
                                                                                                                                                              • Figure 38: Agreement with the statement ‘I worry about how secure my information is on social network sites’, by working status , NI and RoI, February 2013
                                                                                                                                                            • Ads on social networks annoy consumers
                                                                                                                                                                • Figure 39: Agreement with the statement ‘Advertising on social networks annoys me’, by all demographics, NI and RoI, 2011-13
                                                                                                                                                                • Figure 40: Agreement with the statement ‘Advertising on social networks annoys me’, by gender and presence of children in the household, NI and RoI, February 2013
                                                                                                                                                              • Advertising noticed on social networks
                                                                                                                                                                • Figure 41: Agreement with the statement ‘I notice advertisements on social networks’, by gender and age, NI and RoI, February 2013
                                                                                                                                                                • Figure 42: Agreement with the statement ‘I notice advertisements on social networks’, by location and social class, NI and RoI, February 2013
                                                                                                                                                              • Irish consumers remain sceptical of social networking sites
                                                                                                                                                                • Figure 43: Agreement with the statement ‘I do not trust social networking sites’, by gender and age, NI and RoI, February 2013
                                                                                                                                                                • Figure 44: Agreement with the statement ‘I do not trust social networking sites’, by work status, NI and RoI, February 2013
                                                                                                                                                            • Appendix

                                                                                                                                                              • NI Toluna data
                                                                                                                                                                • Figure 45: Frequency that consumers visit Facebook, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 46: Frequency that consumers visit Twitter, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 47: Frequency that consumers visit Bebo, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 48: Frequency that consumers visit LinkedIn, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 49: Frequency that consumers visit MySpace, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 50: Frequency that consumers visit Google+, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 51: Frequency that consumers visit other types of social networks, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 52: Social network used to share personal photos, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 53: Social network used to share personal thoughts/updates, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 54: Social network used to share general news or articles I have read, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 55: Social network used to share purchases I have made, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 56: Social network used to read updates posted by my networks, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 57: Social network used to meet/connect with new people, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 58: Social network used to respond to a post or update, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 59: Social network used to find a new job/browse for work opportunities, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 60: Social network used to find deals or discounts, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 61: Social network used to send private or direct messages to individuals, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 62: Social network used to play games, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 63: Social network used to join groups of personal or professional interests, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 64: Social network used to research potential holiday destinations, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 65: Agreement with statements relating to social networks, by all demographics, NI, February 2013
                                                                                                                                                                • Figure 66: Agreement with statements relating to social networks, by all demographics, NI, February 2013 (continued)
                                                                                                                                                                • Figure 67: Agreement with statements relating to social networks, by all demographics, NI, February 2013 (continued)
                                                                                                                                                              • RoI Toluna data
                                                                                                                                                                • Figure 68: Frequency that consumers visit Facebook, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 69: Frequency that consumers visit Twitter, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 70: Frequency that consumers visit Bebo, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 71: Frequency that consumers visit LinkedIn, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 72: Frequency that consumers visit MySpace, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 73: Frequency that consumers visit Google+, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 74: Frequency that consumers visit other types of social networks, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 75: Social network used to share personal photos, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 76: Social network used to share personal thoughts/ updates, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 77: Social network used to share general news or articles I have read, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 78: Social network used to share purchases I have made, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 79: Social network used to read updates posted by my networks, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 80: Social network used to meet/connect with new people, by all demographics, RoI, February 201
                                                                                                                                                                • Figure 81: Social network used to respond to a post or update, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 82: Social network used to find a new job/browse for work opportunities, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 83: Social network used to find deals or discounts, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 84: Social network used to send private or direct messages to individuals, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 85: Social network used to play games, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 86: Social network used to join groups of personal or professional interests, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 87: Social network used to research potential holiday destinations, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 88: Agreement with statements relating to social networks, by all demographics, RoI, February 2013
                                                                                                                                                                • Figure 89: Agreement with statements relating to social networks, by all demographics, RoI, February 2013 (continued)
                                                                                                                                                                • Figure 90: Agreement with statements relating to social networks, by all demographics, RoI, February 2013 (continued)

                                                                                                                                                            Companies Covered

                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                            Online Social Networking - Ireland - April 2013

                                                                                                                                                            £1,095.00 (Excl.Tax)