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Social Networking - Ireland - May 2016

“Social media is seen as a good source of company information among consumers. This indicates that platforms such as Facebook, YouTube and Twitter are becoming increasingly important to Irish consumers during the research phase of many types of purchase decision. Updating their presence on social networking sites regularly will ensure brands provide consumers with accurate information and thus maintain their primacy as a source of information.”
– James Wilson, Research Analyst

This report answers the following questions:

  • What social networking sites are Irish consumers using?
  • Which media networking sites are popular in Ireland?
  • How are Irish consumers using social and media networking sites?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • Market factors
            • Social media ad spending to grow but ad blocking an issue
              • Facebook extends ‘Like’ function to include ‘Reactions’
                • Rising number of unattached a growth opportunity for online dating apps in Ireland
                  • Online daters concerned about fraud
                    • Cyberbullying remains an issue for young social network users
                      • Companies, brands and innovations
                        • The consumer
                          • Facebook remains the social network of choice for Irish consumers
                            • Figure 1: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                          • YouTube the most popular media networking site
                            • Figure 2: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                          • Messaging apps dominated by Facebook-owned platforms
                            • Figure 3: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                          • Social networks a good source of company information
                            • Figure 4: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
                          • What we think
                          • Issues and Insights

                            • What social networking sites are Irish consumers using?
                              • The facts
                                • The implications
                                  • Which media networking sites are popular in Ireland?
                                    • The facts
                                      • The implications
                                        • How are Irish consumers using social and media networking sites?
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Social media adspend to continue growing
                                                • Ad blocking an issue for social networking sites
                                                  • Emojinal Reactions
                                                    • Dating apps make it easier for Irish consumers to meet someone
                                                      • Safety and fraud key concerns for users of dating apps and websites
                                                      • Market Drivers

                                                        • Advertising spend to continue growing in 2016
                                                          • Figure 5: Social network advertising spending, global and Western Europe, 2014-17
                                                        • Ad blocking a concern for social network advertisers
                                                          • Figure 6: Global share of ad-blocking rates, by site category, April-June 2015
                                                        • Facebook ‘Reactions’ to harness the power of emoji
                                                          • Number of unattached people rising in Ireland
                                                            • Figure 7: Population aged 15 and over, by marital status, 2001 and 2011 in NI and 2002 and 2011 in RoI
                                                          • Longer working hours leave less time to meet someone offline
                                                            • Figure 8: Average weekly hours worked, UK (including NI) and RoI, 2010-14
                                                          • Fraud and safety a concern for dating apps and websites
                                                            • Figure 9: Cost of online dating fraud, UK (including NI), 2013-15
                                                            • Figure 10: Source of online dating fraud, UK (including NI), 2015
                                                          • Ownership of internet-enabled devices high in Ireland
                                                            • Figure 11: Ownership of or access to mobile technology devices, NI and RoI, May 2015-April 2016
                                                          • Quarter of RoI children have been cyberbullied
                                                            • Figure 12: Percentage of teenagers who said they have been cyberbullied, by country, September 2015
                                                        • Market in Context

                                                            • Case study: Heineken Ireland
                                                              • Background
                                                                • How it uses online social networks
                                                                  • Recent social networking activity
                                                                    • Case study: House of Fraser
                                                                      • Background
                                                                        • How it uses online social networks
                                                                          • Recent social networking activity
                                                                            • Case study: Invest NI
                                                                              • Background
                                                                                • How it uses online social networks
                                                                                  • Recent social networking activity
                                                                                    • Case study: PepsiCo
                                                                                      • Background
                                                                                        • How it uses online social networks
                                                                                          • Recent social networking activity
                                                                                            • Case study: Tourism Ireland
                                                                                              • Background
                                                                                                • How it uses online social networks
                                                                                                  • Recent social networking activity
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Instagram capitalises on rise of mobile video viewing
                                                                                                      • WhatsApp launches on desktop
                                                                                                        • Twitter invests in Periscope
                                                                                                          • Snapchat gets rid of in-app purchases to focus on advertising
                                                                                                            • Tinder Social
                                                                                                            • Competitive Strategies – Key Players

                                                                                                                • Facebook (including Instagram and WhatsApp)
                                                                                                                  • Key facts
                                                                                                                    • User facilities
                                                                                                                      • Latest innovations
                                                                                                                        • Flickr
                                                                                                                          • Key facts
                                                                                                                            • User facilities
                                                                                                                              • Latest innovations
                                                                                                                                • Google (Google+ and YouTube)
                                                                                                                                  • Key facts
                                                                                                                                    • User facilities
                                                                                                                                      • Latest innovations
                                                                                                                                        • YouTube
                                                                                                                                          • Grindr
                                                                                                                                            • Key facts
                                                                                                                                              • User facilities
                                                                                                                                                • Latest innovations
                                                                                                                                                  • LinkedIn
                                                                                                                                                    • Key facts
                                                                                                                                                      • User facilities
                                                                                                                                                        • Latest innovations
                                                                                                                                                          • Match Group
                                                                                                                                                            • Key facts
                                                                                                                                                              • User facilities
                                                                                                                                                                • Latest innovations
                                                                                                                                                                  • Pinterest
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • User facilities
                                                                                                                                                                        • Latest innovations
                                                                                                                                                                          • Snapchat
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • User facilities
                                                                                                                                                                                • Latest innovations
                                                                                                                                                                                  • Twitter
                                                                                                                                                                                    • Key facts
                                                                                                                                                                                      • User facilities
                                                                                                                                                                                        • Latest innovations
                                                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                                                          • Facebook the social network of choice in Ireland
                                                                                                                                                                                            • Consumer preference for video content boosts appeal of YouTube
                                                                                                                                                                                              • Facebook dominates the messaging apps market
                                                                                                                                                                                                • Usage of dating apps and websites low
                                                                                                                                                                                                  • Consumers turning to social media for brand information
                                                                                                                                                                                                  • The Consumer – Usage of Social Networking Sites

                                                                                                                                                                                                      • Facebook continues to dominate social networking in Ireland
                                                                                                                                                                                                        • Figure 13: Types of social networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                                                                                                                                                                                                      • Young consumers the main users of Facebook
                                                                                                                                                                                                        • Figure 14: Consumers who log on to Facebook regularly (ie log on at least once per week), by age, NI and RoI, April 2016
                                                                                                                                                                                                      • Twitter sees very strong usage among NI 35-44-year-olds
                                                                                                                                                                                                        • Figure 15: Consumers who log on to Twitter regularly (ie log on at least once per week), by age, NI and RoI, April 2016
                                                                                                                                                                                                      • Irish women the main users of Google+
                                                                                                                                                                                                        • Figure 16: Consumers who log on to Google+ regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
                                                                                                                                                                                                      • LinkedIn popular among self-employed consumers
                                                                                                                                                                                                        • Figure 17: Consumers who log on to LinkedIn regularly (ie log on at least once per week), by work status, NI and RoI, April 2016
                                                                                                                                                                                                    • The Consumer – Usage of Media Networking Sites

                                                                                                                                                                                                        • YouTube the most regularly used media network
                                                                                                                                                                                                          • Figure 18: Types of media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                                                                                                                                                                                                        • Millennials key users of YouTube
                                                                                                                                                                                                          • Figure 19: Consumers who log on to YouTube regularly (ie log on at least once per week), by age, NI and RoI, April 2016
                                                                                                                                                                                                        • Gender preferences for media networks
                                                                                                                                                                                                          • Figure 20: Types of media networks that consumers log on to regularly (ie log on at least once per week), by gender, NI and RoI, April 2016
                                                                                                                                                                                                      • The Consumer – Usage of Messenger Apps and Dating Apps

                                                                                                                                                                                                          • Facebook dominates messaging app usage
                                                                                                                                                                                                            • Figure 21: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                                                                                                                                                                                                          • Millennials the main users of messaging apps
                                                                                                                                                                                                            • Figure 22: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, NI, April 2016
                                                                                                                                                                                                            • Figure 23: Consumers who log on to Facebook Messenger, WhatsApp and Snapchat regularly (ie log on at least once per week), by age, RoI, April 2016
                                                                                                                                                                                                          • Skype popular among Irish men
                                                                                                                                                                                                            • Figure 24: Consumers who log on to Skype regularly (ie log on at least once per week), by gender and age, NI and RoI, April 2016
                                                                                                                                                                                                          • Usage of dating apps in Ireland low
                                                                                                                                                                                                          • The Consumer – Attitudes towards Social and Media Networks

                                                                                                                                                                                                              • Consumers sourcing company information on social media
                                                                                                                                                                                                                • Figure 25: Agreement with statements relating to social and media networks and dating apps, NI and RoI, April 2016
                                                                                                                                                                                                              • Irish women most likely to seek company information on social media
                                                                                                                                                                                                                • Figure 26: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by gender and age, NI and RoI, April 2016
                                                                                                                                                                                                              • Raising issues on social media more effective for late Millennials
                                                                                                                                                                                                                • Figure 27: Agreement with the statement ‘Raising issues with a company via social media is more effective than contacting them directly (ie by phone)’, by age and social class, NI and RoI, April 2016
                                                                                                                                                                                                              • Parents and guardians more aware of trolls
                                                                                                                                                                                                                • Figure 28: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by presence of children in the household, NI and RoI, April 2016
                                                                                                                                                                                                              • Young consumers key users of emoji
                                                                                                                                                                                                                • Figure 29: Agreement with statements relating to social and media networks and dating apps, by age, NI, April 2016
                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                              • Data sources
                                                                                                                                                                                                                • Generational cohort definitions
                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                  • Appendix – The Consumer

                                                                                                                                                                                                                    • NI Toluna data
                                                                                                                                                                                                                      • Figure 30: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 31: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 32: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 33: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 34: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 35: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 36: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 37: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 38: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 39: 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, April 2016
                                                                                                                                                                                                                      • Figure 40: 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, April 2016
                                                                                                                                                                                                                      • Figure 41: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 42: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/political issues online’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 43: 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, April 2016
                                                                                                                                                                                                                      • Figure 44: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 45: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 46: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 47: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, NI, April 2016
                                                                                                                                                                                                                      • Figure 48: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, NI, April 2016
                                                                                                                                                                                                                    • RoI Toluna Data
                                                                                                                                                                                                                      • Figure 49: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 50: Types of social networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 51: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 52: Types of media networks that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 53: Types of messenger apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 54: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 55: Types of dating apps that consumers log on to regularly (ie log on at least once per week), by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                      • Figure 56: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 57: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 58: 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, April 2016
                                                                                                                                                                                                                      • Figure 59: 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, April 2016
                                                                                                                                                                                                                      • Figure 60: Agreement with the statement ‘I use social media to check regional issues (eg local roadworks, traffic, police alerts)’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 61: Agreement with the statement ‘I pay more attention to brands if they use social media to engage more with social/ political issues online’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 62: 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, April 2016
                                                                                                                                                                                                                      • Figure 63: Agreement with the statement ‘I am more aware of 'trolls'/cyberbullies than I was 12 months ago’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 64: Agreement with the statement ‘I pay attention to advertisements/promotions liked by my friends on social media’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 65: Agreement with the statement ‘I am more likely to contact someone via social media compared to standard SMS messages’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 66: Agreement with the statement ‘I’m using more emojis now when using social networking compared to 12 months ago’, by demographics, RoI, April 2016
                                                                                                                                                                                                                      • Figure 67: Agreement with the statement ‘Brands/companies that use emojis appear more fun or engaging’, by demographics, RoI, April 2016

                                                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                                                  Social Networking - Ireland - May 2016

                                                                                                                                                                                                                  £1,095.00 (Excl.Tax)