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Social Networking - Ireland - May 2015

“As social networks crack down on like-gating activities (ie encouraging consumers to ‘like’ a company’s post or profile as part of a competition), brands may be forced to start purchasing advertising space on social networks such as Facebook and Instagram in order to reach consumers.”
– Emma McGeown, Research Analyst

This report answers the following key questions:

  • What are the most popular social networks, media networks and messaging apps?
  • How do consumers use social network sites in their purchasing process? 
  • How do Irish consumers engage with brands on social networks? 
  • Are consumers changing how they communicate with each other?

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Table of contents

  1. Introduction

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

                • Market factors
                  • Usage of messaging apps in IoI grows at a faster rate than social and media networking sites
                    • Social media has little influence on the purchasing habits of Irish consumers
                      • Social networks clamp down on like-gating activities
                        • Irish consumers are more aware of cyberbullying and trolling than ever before
                          • Market in context
                            • Companies, brands and innovations
                              • The consumer
                                • Facebook voted the most popular social network in Ireland
                                  • Figure 1: Social networks used by consumers at least once per week, NI and RoI, March 2015
                                • YouTube dominates the media network market in Ireland
                                  • Figure 2: Media networks used by consumers at least once per week, NI and RoI, March 2015
                                • Viber dominates messaging apps usage in RoI whilst WhatsApp is still the most popular in NI
                                  • Figure 3: Messaging app networks used by consumers at least once per week, NI and RoI, March 2015
                                • A third of Irish consumers note that social networks have no influence on the products that they purchase
                                  • Figure 4: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
                                • Women are more inclined to ‘like’ a brand for a competition
                                  • Figure 5: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by gender and age group, NI and RoI, March 2015
                                • What we think
                                • Issues and Insights

                                  • What are the most popular social networks, media networks and messaging apps?
                                    • The facts
                                      • The implications
                                        • How do consumers use social network sites in their purchasing process?
                                          • The facts
                                            • The implications
                                              • How do Irish consumers engage with brands on social networks?
                                                • The facts
                                                  • The implications
                                                    • Are consumers changing how they communicate with each other?
                                                      • The facts
                                                        • The implications
                                                        • Market Overview

                                                          • Key points
                                                            • Advertising spending on social networking expected to grow in 2015
                                                              • Figure 6: Social network advertising spending, global, 2013-17
                                                              • Figure 7: Social network advertising spending, Western Europe, 2013-17
                                                            • Facebook are expected to receive the most revenue from advertising in 2015
                                                              • Figure 8: Social networking sites forecasted advertising revenue, worldwide, 2015
                                                            • Growing usage of smartphone and tablet devices
                                                              • Figure 9: Types of devices owned by consumers, NI, 2014-15
                                                              • Figure 10: Types of devices owned by consumers, RoI, 2014-15
                                                            • The rise in 4G has diverted attention towards apps and away from SMS
                                                              • Figure 11: Number of mobile voice and data subscribers using 3G and 4G networks in RoI, fourth quarter of 2013-14
                                                            • Vloggers and YouTubers are becoming a dominant force within the market
                                                              • Paid vloggers
                                                                • Cyberbullying, trolling and the Irish market
                                                                  • Social network abuse steams further than the general public
                                                                  • Market in Context

                                                                    • Key points
                                                                      • Case study: Audi Ireland
                                                                        • Background
                                                                          • How it uses online social networks
                                                                            • Recent social networking activity
                                                                              • Case study: Bud Light (Anheuser-Busch)
                                                                                • Background
                                                                                  • How it uses online social networks
                                                                                    • Recent social networking activity
                                                                                      • Case study: Enterprise Ireland
                                                                                        • Background
                                                                                          • How it uses online social networks
                                                                                            • Recent social networking activity
                                                                                              • Case study: Fáilte Ireland
                                                                                                • Background
                                                                                                  • How it uses online social networks
                                                                                                    • Recent social networking activity
                                                                                                      • Case study: HB Ice Cream
                                                                                                        • Background
                                                                                                          • How it uses online social networks
                                                                                                            • Recent social networking activity
                                                                                                              • Case study: Starbucks Coffee
                                                                                                                • Background
                                                                                                                  • How it uses online social networks
                                                                                                                    • Recent social networking activity
                                                                                                                    • Strengths and Weaknesses

                                                                                                                      • Strengths
                                                                                                                        • Weaknesses
                                                                                                                        • Companies and Innovations

                                                                                                                          • Key points
                                                                                                                            • Innovations
                                                                                                                              • Facebook and Twitter announce a new payment system through social networks
                                                                                                                                • Twitter offers advertisers a better deal by introducing adverts that target consumer by postcode
                                                                                                                                  • YouTube and Vine launch their new ‘kids’ version of their apps
                                                                                                                                    • Company profiles
                                                                                                                                      • Bebo (Blab)
                                                                                                                                        • Key points
                                                                                                                                          • User facilities
                                                                                                                                            • Advertiser facilities
                                                                                                                                              • Recent developments
                                                                                                                                                • Facebook (inc Instagram and WhatsApp)
                                                                                                                                                  • Key points
                                                                                                                                                    • User facilities
                                                                                                                                                      • Advertiser facilities
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Google (Google+ and YouTube)
                                                                                                                                                            • Key points
                                                                                                                                                              • User facilities
                                                                                                                                                                • Advertiser facilities
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • LinkedIn
                                                                                                                                                                      • Key points
                                                                                                                                                                        • User facilities
                                                                                                                                                                          • Advertiser facilities
                                                                                                                                                                            • Recent developments
                                                                                                                                                                              • Myspace
                                                                                                                                                                                • Key points
                                                                                                                                                                                  • User facilities
                                                                                                                                                                                    • Advertiser facilities
                                                                                                                                                                                      • Recent developments
                                                                                                                                                                                        • Pinterest
                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • User facilities
                                                                                                                                                                                              • Advertiser facilities
                                                                                                                                                                                                • Recent developments
                                                                                                                                                                                                  • Snapchat
                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • User facilities
                                                                                                                                                                                                        • Advertiser facilities
                                                                                                                                                                                                          • Recent developments
                                                                                                                                                                                                            • Twitter (Vine)
                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • User facilities
                                                                                                                                                                                                                  • Advertiser facilities
                                                                                                                                                                                                                    • Recent developments
                                                                                                                                                                                                                      • Viber
                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • User facilities
                                                                                                                                                                                                                            • Advertiser facilities
                                                                                                                                                                                                                              • Recent developments
                                                                                                                                                                                                                              • The Consumer – Usage of Social Networks, Media Networks and Messenger Apps

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Facebook usage dominates Irish social network market
                                                                                                                                                                                                                                    • Figure 12: Social networks used by consumers at least once per week, NI and RoI, March 2015
                                                                                                                                                                                                                                    • Figure 13: Usage of Facebook at least once per week, by age demographic, NI and RoI, March 2015
                                                                                                                                                                                                                                  • Older consumers favour Google+ as opposed to Twitter
                                                                                                                                                                                                                                      • Figure 14: Usage of Google+ at least once per week, by age demographic, NI and RoI, March 2015
                                                                                                                                                                                                                                    • Usage of Twitter in IoI hinges on younger consumers
                                                                                                                                                                                                                                      • Figure 15: Usage of Twitter at least once per week, by age demographic, NI and RoI, March 2015
                                                                                                                                                                                                                                    • Irish consumers favour YouTube over all other media networks
                                                                                                                                                                                                                                      • Figure 16: Media networks used by consumers at least once per week, NI and RoI, March 2015
                                                                                                                                                                                                                                      • Figure 17: YouTube usage by consumers at least once per week, NI and RoI, March 2015
                                                                                                                                                                                                                                    • Pinterest and Instagram appeals to females users as opposed to males
                                                                                                                                                                                                                                      • Figure 18: Instagram and Pinterest usage by consumers at least once per week, NI and RoI, March 2015
                                                                                                                                                                                                                                    • RoI more open to messaging apps in comparison to NI
                                                                                                                                                                                                                                        • Figure 19: Consumer usage of messaging apps at least once per week, NI and RoI, March 2015
                                                                                                                                                                                                                                      • Viber leads in RoI with limited market share in NI
                                                                                                                                                                                                                                        • Figure 20: Consumer usage of Viber at least once per week, by location, NI and RoI, March 2015
                                                                                                                                                                                                                                      • WhatsApp dominates in NI, with strong usage from 16-24-year-olds
                                                                                                                                                                                                                                        • Snapchat usage soars among consumers aged 16-24
                                                                                                                                                                                                                                            • Figure 21: Consumer usage of Snapchat at least once per week, by occupation, NI and RoI, March 2015
                                                                                                                                                                                                                                        • The Consumer – Purchasing Habits with Social Networking

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Over a third of Irish consumers say social networking has no influence on purchases
                                                                                                                                                                                                                                              • Figure 22: Consumer purchasing habits in relation to social networks, NI and RoI, March 2015
                                                                                                                                                                                                                                              • Figure 23: Consumers agreement with the statement ‘Social media had no influence on what kinds of products I purchase’, by age group, NI and RoI, March 2015
                                                                                                                                                                                                                                            • Women are more likely to take advantage of a discount on social media
                                                                                                                                                                                                                                              • Figure 24: Consumers’ agreement with the statement ‘I have taken advantage of a discount or other special offer that was available on a social media website’, by gender, NI and RoI, March 2015
                                                                                                                                                                                                                                            • A fifth of Irish consumers consider social network friends before making a purchase
                                                                                                                                                                                                                                              • Figure 25: Consumers agreement with the statement ‘I have considered what my friends said about a product on social media before making a purchase’, by demographics, NI and RoI, March 2015
                                                                                                                                                                                                                                          • The Consumer – Agreement with Statements Relating to Social Networking

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Irish consumers use social networking to keep up to date with company information and public announcements
                                                                                                                                                                                                                                                • Figure 26: Agreement with statements relating to social networking, NI and RoI, March 2015
                                                                                                                                                                                                                                                • Figure 27: Agreement with statements: I use social media to check regional issues (eg local roadworks, traffic, police alerts), NI and RoI, 2014-15
                                                                                                                                                                                                                                              • Women buying more into brand’s like-gating techniques
                                                                                                                                                                                                                                                  • Figure 28: Agreement with the statement: ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender, NI and RoI, March 2015
                                                                                                                                                                                                                                                • Younger consumers are more inclined to think social media is a good source of brand information
                                                                                                                                                                                                                                                  • Figure 29: Agreement with statement: ‘Social/media networking sites are a good source of brand/company information’, NI and RoI, by age demographic, March 2015
                                                                                                                                                                                                                                                • Active ‘surfers’ think raising issues on social networks is most effective
                                                                                                                                                                                                                                                  • Figure 30: Agreement with statement: ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by daily internet usage, NI and RoI, March 2015
                                                                                                                                                                                                                                              • Appendix

                                                                                                                                                                                                                                                • NI Toluna data
                                                                                                                                                                                                                                                  • Figure 31: Social networks used by consumers at least once per week, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 32: Social networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 33: Media networks used by consumers at least once per week, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 34: Media networks used by consumers at least once per week, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 35: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 36: Messenger apps used by consumers at least once per week, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 37: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 38: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 39: Statements relating to purchasing habits in relation to social networks, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 40: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 41: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 42: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone), by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 43: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 44: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 45: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 46: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 47: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video-games)’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 48: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 49: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 50: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                  • Figure 51: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, NI, March 2015
                                                                                                                                                                                                                                                • RoI Toluna data
                                                                                                                                                                                                                                                  • Figure 52: Social networks used by consumers at least once per week, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 53: Social networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 54: Media networks used by consumers at least once per week, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 55: Media networks used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 56: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 57: Messenger Apps used by consumers at least once per week, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 58: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 59: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 60: Statements relating to purchasing habits in relation to social networks, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                                                                  • Figure 61: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 62: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 63: Agreement with the statement ‘I have asked people in my network for their opinion when deciding on buying a new product (eg a new phone), by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 64: Agreement with the statement ‘I have reduced my usage of social/media networks because of recent privacy stories in the media’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 65: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 66: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 67: Agreement with the statement ‘I like to comment on TV shows via social networking sites while watching them ’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 68: Agreement with the statement ‘I currently subscribe to a popular blogger/vlogger for ideas or tips for products (eg make-up, video-games)’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 69: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 70: Agreement with the statement ‘I pay more attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 71: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS/e-mail/telephone call’, by demographics, RoI, March 2015
                                                                                                                                                                                                                                                  • Figure 72: Agreement with the statement ‘I use social media for celebrity/sports news’, by demographics, RoI, March 2015

                                                                                                                                                                                                                                              Companies Covered

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

                                                                                                                                                                                                                                              Social Networking - Ireland - May 2015

                                                                                                                                                                                                                                              US $1,453.83 (Excl.Tax)