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Social Networking - Ireland - May 2014

    “With Irish consumers becoming increasingly annoyed with advertising on social networking sites, these platforms could consider introducing a subscription-based advertising-free service akin to Spotify Premium. Such a service would appeal to consumers as it could enhance their site experience while also providing social networking sites with an additional source of income that will offset losses from advertising revenue.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What are the most popular social and media networking sites in Ireland?
  • Are consumers receptive to advertising on social and media networking sites?
  • What type of activities are Irish consumers doing on social and media networking sites?
  • How have the recent privacy revelations affected Irish consumers’ use of social networks?
  • What are Irish consumers looking for when using social and media networking sites?

 

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Table of contents

  1. Introduction

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

                • Market factors
                  • Consumers increasingly engaging with brands on social networks
                    • Growing annoyance with advertising on social networks
                      • Consumers seeking smaller online social networks
                        • Privacy on social networking sites a concern for users
                          • Anti-social behaviour still an issue for online social networks
                            • Companies, brands and innovations
                              • The consumer
                                • Facebook the most popular social network in Ireland
                                  • Figure 1: Social networking sites used in the last three months, NI and RoI, April 2014
                                  • Figure 2: Media networking sites used in the last three months, NI and RoI, April 2014
                                • Consumers using social networks to keep in touch and media networks to engage with brands
                                  • Figure 3: How consumers use social networks, NI and RoI, April 2014
                                  • Figure 4: How consumers use media networks, NI and RoI, April 2014
                                • Promotions and competitions drive brand ‘likes’ on social and media networks
                                  • Figure 5: Agreement with statements relating to social and media networks, NI and RoI, April 2014
                                • What we think
                                • Issues and Insights

                                  • What are the most popular social and media networking sites in Ireland?
                                    • Are consumers receptive to advertising on social and media networking sites?
                                      • What type of activities are Irish consumers doing on social and media networking sites?
                                        • How have the recent privacy revelations affected Irish consumers’ use of social networks?
                                          • What are Irish consumers looking for when using social and media networking sites?
                                          • Trend Application

                                              • Let’s Make a Deal
                                                • Cam Cam
                                                  • Influentials
                                                  • Market Overview

                                                    • Key points
                                                      • Growing engagement with brands on social networks
                                                        • Figure 6: Agreement with the statement 'I have visited a company's website as a result of an advert on a social networking site', NI and RoI, 2011-13
                                                      • Irish consumers getting more ‘friendly’ with companies online
                                                        • Figure 7: Agreement with the statement 'I am friends with a corporation/brand on a social networking site', NI and RoI, 2011-13
                                                      • Social media ads increasingly seen as an annoyance
                                                        • Figure 8: Agreement with the statement ' Advertising on social networks annoys me', NI and RoI, 2011-13
                                                      • Low click-through rate on advertisements
                                                        • Figure 9: Agreement with the statement 'I regularly click on ads on social networking websites', NI and RoI, 2011-13
                                                      • Social messenger apps becoming increasingly popular
                                                        • Facebook users feel pressured to contribute
                                                          • Privacy concerns driving distrust of social networking sites
                                                            • Figure 10: Trust in organisations according to mobile phone owners in Europe, by type, January 2014
                                                          • Government surveillance also an issue for consumers
                                                            • Security of personal data on social networks also an issue
                                                              • ‘Neknomination’ craze claims two Irish lives
                                                                • ‘Random Act of Kindness’ counter movement emerges
                                                                  • Cyberbullying still an issue for social networking sites
                                                                  • Market in Context

                                                                    • Key points
                                                                      • Case study: Bord Bia
                                                                        • Background
                                                                          • How it uses online social networks
                                                                            • Measuring the benefits of social networking activity
                                                                              • Case study: Coca-Cola
                                                                                • Background
                                                                                  • How it uses online social networks
                                                                                    • Measuring the benefits of social networking activity
                                                                                      • Case study: Danske Bank Ireland
                                                                                        • Background
                                                                                          • How it uses online social networks
                                                                                            • Measuring the benefits of social networking activity
                                                                                              • Case study: Heineken Ireland
                                                                                                • Background
                                                                                                  • How it uses online social networks
                                                                                                    • Measuring the benefits of social networking activity
                                                                                                      • HMV
                                                                                                        • Background
                                                                                                          • How it uses social networks
                                                                                                            • Measuring the benefits of social networking activity
                                                                                                              • Case study: Tourism Ireland
                                                                                                                • Background
                                                                                                                  • How it uses online social networks
                                                                                                                    • Measuring the benefits of social networking activity
                                                                                                                      • Case study: University of Ulster
                                                                                                                        • Background
                                                                                                                          • How it uses online social networks
                                                                                                                            • Measuring the benefits of social networking activity
                                                                                                                            • Strengths and Weaknesses

                                                                                                                              • Strengths
                                                                                                                                • Weaknesses
                                                                                                                                • Companies and Innovations

                                                                                                                                  • Key points
                                                                                                                                    • Examples of innovation
                                                                                                                                      • Facebook’s e-money service
                                                                                                                                        • WhatsApp extends service to include voice calls
                                                                                                                                          • Twitter rolls out new user web profile
                                                                                                                                            • Company profiles
                                                                                                                                              • Bebo/Blab
                                                                                                                                                • Disney Club Penguin
                                                                                                                                                  • Facebook
                                                                                                                                                    • Google
                                                                                                                                                      • LinkedIn
                                                                                                                                                        • Myspace
                                                                                                                                                          • Pinterest
                                                                                                                                                            • Twitter
                                                                                                                                                            • The Consumer – Usage of Social and Media Networks

                                                                                                                                                              • Key points
                                                                                                                                                                • Facebook the most used social network
                                                                                                                                                                  • Figure 11: Social networking sites used in the last three months, NI and RoI, April 2014
                                                                                                                                                                • Facebook appeals to consumers across all ages
                                                                                                                                                                  • Figure 12: Consumers that have used Facebook in the last three months, by age, NI and RoI, April 2014
                                                                                                                                                                • Over half check Facebook several times per day
                                                                                                                                                                  • Figure 13: Frequency with which consumers use Facebook, by age, NI and RoI, April 2014
                                                                                                                                                                • Irish students the primary users of YouTube
                                                                                                                                                                  • Figure 14: Consumers that have accessed YouTube in the last three months, by work status, NI and RoI, April 2014
                                                                                                                                                                  • Figure 15: Frequency with which consumers use YouTube, by age, NI and RoI, April 2014
                                                                                                                                                                • Men and women equally likely to use Twitter
                                                                                                                                                                  • Figure 16: Consumers that have used Twitter in the last three months, by marital status, NI and RoI, April 2014
                                                                                                                                                                • One in 10 NI and 17% of RoI consumers user Twitter multiple times per day
                                                                                                                                                                  • Figure 17: Frequency with which consumers use Twitter, by age, NI and RoI, April 2014
                                                                                                                                                                • Young NI consumers more engaged across a range of platforms
                                                                                                                                                                  • Figure 18: Social networking sites used in the last three months, by age, NI, April 2014
                                                                                                                                                                • Pinterest interests young RoI consumers, while Google+ and LinkedIn have broad appeal
                                                                                                                                                                  • Figure 19: Social networking sites used in the last three months, by age, RoI, April 2014
                                                                                                                                                              • The Consumer – How Irish Consumers Use Social and Media Networking Sites

                                                                                                                                                                • Key points
                                                                                                                                                                  • Social networking sites used to keep in touch with friends
                                                                                                                                                                    • Figure 20: How consumers use social networks, NI and RoI, April 2014
                                                                                                                                                                  • Consumers of all ages using social networks to keep in touch
                                                                                                                                                                    • Figure 21: Consumers using social networks to keep in touch with friends, by gender and age, NI and RoI, April 2014
                                                                                                                                                                  • Rural consumers using social networks to receive information on local areas
                                                                                                                                                                    • Figure 22: Consumers using social networking sites to receive news about their local area, by location, NI, April 2014
                                                                                                                                                                    • Figure 23: Consumers using social networking sites to receive news about their local area, by location, RoI, April 2014
                                                                                                                                                                  • Checking updates on social networks outside the home prevalent among Irish students
                                                                                                                                                                    • Figure 24: Consumers using social networks to check updates on their phone outside of the home, by work status, NI and RoI, April 2014
                                                                                                                                                                    • Figure 25: Frequency with which consumers use LinkedIn, by work status, NI and RoI, April 2014
                                                                                                                                                                  • Irish consumers engaging with brands on media networking sites
                                                                                                                                                                    • Figure 26: How consumers use media networks, NI and RoI, April 2014
                                                                                                                                                                  • Students learning about brands on media networking sites
                                                                                                                                                                    • Figure 27: Consumers using media networks to learn about new products and offers from brands/retailers, by work status, NI and RoI, April 2014
                                                                                                                                                                  • Millennials most likely to follow brands and celebrities
                                                                                                                                                                    • Figure 28: Consumers using media networks to follow celebrities or brands that they like, by gender and age, NI and RoI, April 2014
                                                                                                                                                                • The Consumer – Attitudes Towards Social and Media Networking Sites

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Irish consumers ‘like’ brands on social and media networking sites
                                                                                                                                                                      • Figure 29: Agreement with statements relating to social and media networks, NI and RoI, April 2014
                                                                                                                                                                    • Promotions and competitions driving engagement among Irish women
                                                                                                                                                                      • Figure 30: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender and age, NI and RoI, April 2014
                                                                                                                                                                    • Social and media networks a good source of brand information for RoI students
                                                                                                                                                                      • Figure 31: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by work status, NI and RoI, April 2014
                                                                                                                                                                      • Figure 32: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by age, NI and RoI, April 2014
                                                                                                                                                                    • Women most likely to seek information from peers on social networks
                                                                                                                                                                      • Figure 33: Agreement with statements relating to social and media networks, by gender, NI and RoI, April 2014
                                                                                                                                                                    • Group buying appeals to consumers with young children
                                                                                                                                                                      • Figure 34: Agreement with the statement ‘Group buying with other consumers to obtain discounts via social/media networks appeals to me’, by gender and age of children in the household, NI and RoI, April 2014
                                                                                                                                                                  • Appendix

                                                                                                                                                                    • NI Toluna data
                                                                                                                                                                      • Figure 35: Social networking sites used in the last three months, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 36: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
                                                                                                                                                                      • Figure 37: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
                                                                                                                                                                      • Figure 38: Frequency with which consumers use Facebook, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 39: Frequency with which consumers use LinkedIn, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 40: Frequency with which consumers use Twitter, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 41: Frequency with which consumers use WhatsApp, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 42: Frequency with which consumers use Snapchat, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 43: Frequency with which consumers use Google+, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 44: Frequency with which consumers use Myspace, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 45: Frequency with which consumers use Tumblr, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 46: Frequency with which consumers use Vine, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 47: Frequency with which consumers use YouTube, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 48: Frequency with which consumers use Pinterest, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 49: Frequency with which consumers use Instagram, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 50: How consumers use social networks, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 51: How consumers use media networks, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 52: Agreement with statements relating to social and media networks, by demographics, NI, April 2014
                                                                                                                                                                      • Figure 53: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
                                                                                                                                                                      • Figure 54: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
                                                                                                                                                                    • RoI Toluna data
                                                                                                                                                                      • Figure 55: Social networking sites used in the last three months, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 56: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
                                                                                                                                                                      • Figure 57: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
                                                                                                                                                                      • Figure 58: Frequency with which consumers use Facebook, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 59: Frequency with which consumers use LinkedIn, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 60: Frequency with which consumers use Twitter, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 61: Frequency with which consumers use WhatsApp, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 62: Frequency with which consumers use Snapchat, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 63: Frequency with which consumers use Google+, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 64: Frequency with which consumers use Myspace, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 65: Frequency with which consumers use Tumblr, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 66: Frequency with which consumers use Vine, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 67: Frequency with which consumers use YouTube, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 68: Frequency with which consumers use Pinterest, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 69: Frequency with which consumers use Instagram, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 70: How consumers use social networks, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 71: How consumers use media networks, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 72: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014
                                                                                                                                                                      • Figure 73: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)
                                                                                                                                                                      • Figure 74: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)

                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                  Social Networking - Ireland - May 2014

                                                                                                                                                                  £1,095.00 (Excl.Tax)