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Online Social Networking - Ireland - October 2011

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Helping consumers spread the word
              • Combating advertising fatigue
                • An unparalleled opportunity to engage with customers
                • Market in Brief

                  • The appeal of online social networking
                    • Communication the primary motivation for using social networks
                      • Potential for growth
                        • Online social networks as a modern platform for advertisers
                          • Facebook continues to outshine its rivals
                            • Using consumers as brand ambassadors
                            • Fast Forward Trends

                                • Trend 1: Let’s Make a Deal
                                  • What it’s about?
                                    • What we’ve seen?
                                      • What next?
                                        • Trend 2: Switch Off
                                          • What it’s about?
                                            • What we’ve seen?
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • OSNs the next step in the evolution of electronic communication
                                                    • Instant nature of OSN a plus for time-pushed consumers
                                                      • Figure 1: Hours spent working, NI and RoI, 2011
                                                    • Will email become extinct?
                                                      • Online social networking and employee recruitment and retention
                                                        • Is freedom to roam social networking sites in work really more important than salary?
                                                          • The dark and difficult side of online social networks
                                                            • Problems protecting privacy
                                                              • Figure 2: Concern about data misuse, EU15, June 2011
                                                            • Ongoing issues with security
                                                              • Figure 3: Ten most common online security threats
                                                            • Cyber-jacking
                                                              • Social media depression
                                                                • Escaping your online past
                                                                  • Social networking site usage by minors
                                                                    • Cyber bullying remains a problem
                                                                      • Twitter: What a little bird told the world
                                                                      • Broader Market Environment

                                                                        • Key points
                                                                          • Economic woes continue to plague NI and RoI
                                                                              • Figure 4: Economic outlook, RoI and NI, 2009-11
                                                                            • Unemployment rates rise and pay levels fall
                                                                              • Figure 5: Unemployment rates, RoI and NI, January 2009-September 2011
                                                                              • Figure 6: Median gross weekly pay, NI and RoI, 2006-11
                                                                            • A disjointed society connected by OSNs
                                                                                • Figure 7: Number of private households, by composition, RoI, 2002 and 2006
                                                                              • Jobseekers and students seeking to reconnect
                                                                                • Money troubles do not shake need for online access
                                                                                  • Figure 8: Types of internet connection (at home), NI and RoI, 2011
                                                                                • Consumer confidence is low as hopes for a rapid upturn fade
                                                                                  • Figure 9: Consumer Sentiment/Confidence Index, UK (incl. NI) and RoI, October 2008-October 2011
                                                                                • An ageing population spells changes
                                                                                  • Figure 10: Population, by age, RoI, 2006-41
                                                                                  • Figure 11: Population, by age, NI, 2008-58
                                                                                  • Figure 12: Consumers who have used the internet in the last 12 months, by age, NI and RoI, 2011
                                                                                • Helping everyone get online
                                                                                  • Internet access in Ireland
                                                                                    • Figure 13: Used the internet in the last 12 months, NI and RoI, 2007-11
                                                                                  • On-the-go technology means greater interactivity
                                                                                    • Figure 14: How consumers access the internet, NI and RoI, 2011
                                                                                  • High-speed broadband
                                                                                  • Competitive Context

                                                                                    • Key points
                                                                                      • European penetration of social networking sites
                                                                                        • Figure 15: Social network penetration in selected European countries, January 2011
                                                                                      • Facebook continues to dominate the market
                                                                                        • Figure 16: Facebook penetration by EU15 country, 30 June 2011
                                                                                      • The decline of Bebo, MySpace and Friends Reunited
                                                                                        • The rise of Twitter
                                                                                          • Retention is key for a maturing market
                                                                                          • Strengths and Weaknesses

                                                                                            • Strengths
                                                                                              • Weaknesses
                                                                                              • Who’s Innovating?

                                                                                                • Key points
                                                                                                  • Irish businesses ahead of the game
                                                                                                    • Irish brands on Facebook
                                                                                                      • Owjo: A creative and cost-effective solution
                                                                                                        • Advergames: An exciting new advertising tool
                                                                                                          • Tourism Ireland: Game to travel
                                                                                                            • Daily deals websites: Bad for business?
                                                                                                            • Market Overview

                                                                                                              • Key points
                                                                                                                • Online social networking completes its move to mainstream
                                                                                                                  • Case study: Lyric Theatre
                                                                                                                    • Case study: Boojum
                                                                                                                      • Case study: Tourism Ireland
                                                                                                                        • Case study: Eircom
                                                                                                                          • Case study: Genesis Crafty
                                                                                                                          • Companies and Products

                                                                                                                            • Key points
                                                                                                                              • Targeting consumers via social networking websites
                                                                                                                                • Display advertisements
                                                                                                                                  • Profile pages
                                                                                                                                    • Website applications
                                                                                                                                      • Network-specific advertising examples
                                                                                                                                        • Social networking websites
                                                                                                                                          • Bebo
                                                                                                                                            • Blogger
                                                                                                                                              • Facebook
                                                                                                                                                  • Figure 17: Number of Facebook users, December 2004-August 2011
                                                                                                                                                • Flickr
                                                                                                                                                  • Foursquare
                                                                                                                                                    • Friends Reunited
                                                                                                                                                      • Google+
                                                                                                                                                        • LinkedIn
                                                                                                                                                          • MySpace
                                                                                                                                                            • Tagged
                                                                                                                                                              • Tumblr
                                                                                                                                                                • Twitter
                                                                                                                                                                  • Social networks with potential
                                                                                                                                                                    • Chime.in
                                                                                                                                                                      • Disney Club Penguin
                                                                                                                                                                        • Klout
                                                                                                                                                                          • Mumsnet and Gransnet
                                                                                                                                                                          • The Consumer – Usage of Online Social Networking Sites

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Facebook continues to dominate the Irish market
                                                                                                                                                                                  • Figure 18: Social networking sites respondents currently access, NI and RoI, August 2011
                                                                                                                                                                                  • Figure 19: Facebook users, by age, NI and RoI, August 2011
                                                                                                                                                                                • Twitter popular among Irish consumers
                                                                                                                                                                                    • Figure 20: Twitter users, by age, NI and RoI, August 2011
                                                                                                                                                                                  • Women use OSN for chat, men for photo sharing
                                                                                                                                                                                      • Figure 21: Social networking sites accessed, by gender, NI and RoI, August 2011
                                                                                                                                                                                    • Facebook dominates in both regions
                                                                                                                                                                                      • Figure 22: How often respondents access certain social networking sites, NI and RoI, August 2011
                                                                                                                                                                                  • The Consumer – How Consumers Use Online Social Networks

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Social networking sites helping to bring people together
                                                                                                                                                                                          • Figure 23: Reasons why respondents use social networking sites, NI and RoI, August 2011
                                                                                                                                                                                          • Figure 24: Consumer usage of chat feature on social networking sites, by age, NI and RoI, August 2011
                                                                                                                                                                                        • Killing time can be a killer opportunity for advertisers
                                                                                                                                                                                          • Figure 25: Consumers who use social networking sites to kill time, by age, NI and RoI, August 2011
                                                                                                                                                                                        • Social networks as a leisure tool
                                                                                                                                                                                            • Figure 26: Consumers who use social networking sites to view/post photos, video or play games, by age, NI, August 2011
                                                                                                                                                                                            • Figure 27: Consumers who use social networking sites to view/post photos, video or play games, by age, RoI, August 2011
                                                                                                                                                                                          • The consumer as detective
                                                                                                                                                                                            • PCs and laptops remain king, but smartphones are gaining prominence
                                                                                                                                                                                                • Figure 28: How consumers access social networking sites, NI and RoI, August 2011
                                                                                                                                                                                              • Job search facilities important to RoI consumers
                                                                                                                                                                                              • The Consumer – Attitudes Towards Social Networks

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Why consumers disclose information online
                                                                                                                                                                                                    • Figure 29: Reasons why consumers disclose information on social networking sites, RoI, June 2011
                                                                                                                                                                                                    • Figure 30: Consumer responses to the statement I do not trust social networking sites, by age, NI and RoI, August 2011
                                                                                                                                                                                                  • Consumers cautious about companies
                                                                                                                                                                                                      • Figure 31: Risks consumers worry about when disclosing information on social networking sites, UK and RoI, June 2011
                                                                                                                                                                                                    • OSNs appealing to advertisers
                                                                                                                                                                                                        • Figure 32: Agreement with statements relating to online social networking, NI and RoI, August 2011
                                                                                                                                                                                                    • Consumer Typologies

                                                                                                                                                                                                      • NI target groups
                                                                                                                                                                                                        • Figure 33: Consumer typologies, NI, August 2011
                                                                                                                                                                                                      • Private Concerned
                                                                                                                                                                                                        • Touchers
                                                                                                                                                                                                          • Not Bothered
                                                                                                                                                                                                            • Time Killers
                                                                                                                                                                                                              • RoI target groups
                                                                                                                                                                                                                • Figure 34: Consumer typologies, RoI, August 2011
                                                                                                                                                                                                              • Organisers
                                                                                                                                                                                                                • Company Visitors
                                                                                                                                                                                                                  • Privates
                                                                                                                                                                                                                    • Keep-in-Touchers
                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                        • Figure 35: Population projections, by gender, NI, 2006-20
                                                                                                                                                                                                                        • Figure 36: Population projections, by gender, RoI, 2006-20
                                                                                                                                                                                                                        • Figure 37: Population projections, by age, NI, 2000-20
                                                                                                                                                                                                                        • Figure 38: Population projections, by age, RoI, 2000-20
                                                                                                                                                                                                                        • Figure 39: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                                      • NI Toluna consumer data
                                                                                                                                                                                                                        • Figure 40: How consumers access the internet, by demographics, NI, August 2011
                                                                                                                                                                                                                      • NI – Which social networks are used?
                                                                                                                                                                                                                        • Figure 41: Frequency of use of Bebo, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 42: Frequency of use of Blogger, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 43: Frequency of use of Facebook, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 44: Frequency of use of Flickr, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 45: Frequency of use of Foursquare, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 46: Frequency of use of Friends Reunited, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 47: Frequency of use of Google+, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 48: Frequency of use of LinkedIn, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 49: Frequency of use of MySpace, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 50: Frequency of use of Tagged, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 51: Frequency of use of Tumblr, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 52: Frequency of use of Twitter, by demographics, NI, August 2011
                                                                                                                                                                                                                      • NI – How consumers access social networking sites
                                                                                                                                                                                                                        • Figure 53: Devices used by consumers to access online social networks, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 54: Devices used by consumers to access online social networks (continued), by demographics, NI, August 2011
                                                                                                                                                                                                                      • NI – What do consumers use social networks for?
                                                                                                                                                                                                                        • Figure 55: What consumers use online social networks for, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 56: What consumers use online social networks for (continued), by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 57: What consumers use online social networks for (continued), by demographics, NI, August 2011
                                                                                                                                                                                                                      • NI – Agreement with statements relating to online social networks
                                                                                                                                                                                                                        • Figure 58: Agreement with statements relating to online social networking, by demographics, NI, August 2011
                                                                                                                                                                                                                        • Figure 59: Agreement with statements relating to online social networking (continued), by demographics, NI, August 2011
                                                                                                                                                                                                                      • NI – Consumer typology tables
                                                                                                                                                                                                                        • Figure 60: What consumers use online social networks for, by consumer typologies, NI, August 2011
                                                                                                                                                                                                                        • Figure 61: Agreement with statements relating to online social networking, by consumer typologies, NI, August 2011
                                                                                                                                                                                                                        • Figure 62: Consumer typologies, by demographics, NI, August 2011
                                                                                                                                                                                                                      • RoI Toluna consumer data
                                                                                                                                                                                                                        • Figure 63: How consumers access the internet, by demographics, RoI, August 2011
                                                                                                                                                                                                                      • RoI – Which social networks are used?
                                                                                                                                                                                                                        • Figure 64: Frequency of use of Bebo, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 65: Frequency of use of Blogger by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 66: Frequency of use of Facebook, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 67: Frequency of use of Flickr, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 68: Frequency of use of Foursquare, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 69: Frequency of use of Friends Reunited, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 70: Frequency of use of Google+, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 71: Frequency of use of LinkedIn, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 72: Frequency of use of MySpace, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 73: Frequency of use of Tagged, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 74: Frequency of use of Tumblr, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 75: Frequency of use of Twitter, by demographics, RoI, August 2011
                                                                                                                                                                                                                      • RoI – How consumers access social networking sites
                                                                                                                                                                                                                        • Figure 76: Devices used by consumers to access online social networks, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 77: Devices used by consumers to access online social networks (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                                      • RoI – What do consumers use social networks for?
                                                                                                                                                                                                                        • Figure 78: What consumers use online social networks for, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 79: What consumers use online social networks for (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 80: What consumers use online social networks for (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                                      • RoI – Agreement with statements relating to online social networks
                                                                                                                                                                                                                        • Figure 81: Agreement with statements relating to online social networking, by demographics, RoI, August 2011
                                                                                                                                                                                                                        • Figure 82: Agreement with statements relating to online social networking (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                                      • RoI – Consumer typology tables
                                                                                                                                                                                                                        • Figure 83: What consumers use online social networks for, by consumer typologies, RoI, August 2011
                                                                                                                                                                                                                        • Figure 84: Agreement with statements relating to online social networking, by consumer typologies, RoI, August 2011
                                                                                                                                                                                                                        • Figure 85: Consumer typologies, by demographics, RoI, August 2011

                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                    Online Social Networking - Ireland - October 2011

                                                                                                                                                                                                                    £1,095.00 (Excl.Tax)