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Social Networking - Ireland - September 2012

Online social networking has become ever more integrated into the daily lives of Irish consumers, with this trend showing no signs of abating. Irish consumers are now conducting more of their social lives through online social networks.

Smartphones and mobile devices also represent a growth opportunity for online social networking sites, as a significant number of Irish consumers now access these sites on the go, with TGI (2011) data showing some 15% of NI and 13% of RoI consumers having visited social networking sites via a mobile phone.

However, this appears to be a double-edged sword for Irish consumers. While online social networks have expanded consumers’ social circles and provided a source of power in rebalancing the business/customer relationship, such platforms have also seen a rise of cyber bullying and the deterioration of interpersonal relationships, most notably among the youth population or Generation C (Connected). For brands the situation is the same. While online social networks have facilitated unprecedented access to the Irish consumer, brand-jacking and the loss of control over the brand’s message are key issues concerning social media for advertisers.

Some questions answered in this report include:

  • What implications will cyber bullying have on Irish social network usage? – Cyber bullying is now becoming all too common in society because of the perceived anonymity of social networks, with schoolchildren, celebrities and athletes appearing to bear the brunt this behaviour. What is being done to combat it?
  • What impact will new EU privacy legislation have on the sector? – In January 2012 the EU proposed updating the 1995 Data Protection Directive to account for new technology, including social networking sites. What impact will the ‘right to be forgotten’ have on the social network market in the future?
  • What will higher usage of smartphones mean for social networks, and how do consumers access them? – Accessing social networks via a mobile phone not only allows time-pressed Irish consumers the opportunity to connect with their social groups on the go, but also provides advertisers with a new channel through which to reach their desired audience.
  • Are online social networking sites an effective advertising platform? – While the benefits of advertising through online social networks are well known, the question of their effectiveness remains, given that such low numbers of people claim to pay attention to advertising on these sites.
  • What do Irish consumers use social networks for? – Irish consumers are primarily using social networking sites to connect with and keep up to date with friends and family. However, consumers in both regions state that they do interact with brands through these sites by clicking on adverts and befriending companies’ social networking sites.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Market size section
            • Abbreviations
            • Future Opportunities

              • Who are the Joneses?
                • Collective Intelligence
                  • Brand Intervention
                  • Market in Brief

                    • Consumer behaviour altered by social networking sites
                      • Emigration and mobile connectivity drive usage of social networking sites
                        • Social networks an important part of the marketing mix
                          • Innovation key to maintaining usage
                            • Keeping in touch the primary reason for using social networking sites
                            • Internal Market Environment

                              • Key points
                                • Alone together
                                    • Figure 1: Daily internet usage, NI and RoI, September 2009 and July 2012
                                  • Are social networks and the internet facilitating depression?
                                    • Narcissistic ‘me-booking’
                                      • Cyber bullying a major concern
                                          • Figure 2: Agreement with the statement ‘I worry about the influence technology and the internet might be having on children’s development/ safety’, NI and RoI, July 2012
                                        • Should social networks be policed?
                                          • New EU data protection law enhances user privacy on social networks
                                              • Figure 3: Agreement with statements relating to the negative impact of technology and the internet, NI and RoI, July 2012
                                            • Brand-jacking
                                              • Companies can damage their own brand with loose social network usage
                                                • Advertising through social networks
                                                  • Figure 4: Agreement with statements relating to online social networking, NI and RoI, July 2012
                                                • Australian Facebook ruling
                                                  • Are social networks stepping up their advertising offering?
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Internet access increases in NI and RoI
                                                        • Figure 5: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
                                                        • Figure 6: Consumers with a broadband connection at home, NI and RoI, 2006-11
                                                      • Mobile social networking on the rise
                                                        • Figure 7: Accessing the internet through a mobile phone, NI and RoI, 2008-11
                                                      • Irish population increasingly made up of mature consumers
                                                        • Figure 8: Population, by age, NI, 2010-56
                                                        • Figure 9: Population, by age, RoI, 2006-41
                                                      • Brighter economic times forecast for NI and RoI
                                                        • Figure 10: Economic outlook, NI and RoI, 2010-13
                                                      • Irish consumers emigrating in pursuit of employment
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Market Overview

                                                            • Key points
                                                              • Case study: Griffith College Dublin
                                                                • Background
                                                                  • Why use online social networks?
                                                                    • Measuring the benefits of online social networking activity
                                                                      • Case study: NITB
                                                                        • Background
                                                                          • Why use online social networks?
                                                                            • Measuring the benefits of online social networking activity
                                                                              • Case study: Bord Bia
                                                                                • Background
                                                                                  • Why use online social networks?
                                                                                    • Measuring the benefits of online social networking activity
                                                                                      • Case study: Road Safety Authority
                                                                                        • Background
                                                                                          • Why use online social networks?
                                                                                            • Measuring the benefits of social networking activity
                                                                                              • Case study: Curious Wines
                                                                                                • Background
                                                                                                  • Why use online social networks?
                                                                                                    • Measuring the benefits of social networking activity
                                                                                                    • Who’s Innovating?

                                                                                                      • Key points
                                                                                                        • MySpace launches social TV
                                                                                                          • Social loyalty
                                                                                                            • YouTube Slam
                                                                                                              • Flickr using Nokia for photo geotagging
                                                                                                                • Tumblr introduces sponsored posts
                                                                                                                  • Facebook launches camera app
                                                                                                                  • Companies and Products

                                                                                                                    • Key points
                                                                                                                      • Bebo
                                                                                                                        • Blogger
                                                                                                                          • Facebook
                                                                                                                            • Foursquare
                                                                                                                              • Friends Reunited
                                                                                                                                • Twitter
                                                                                                                                  • Google+
                                                                                                                                    • LinkedIn
                                                                                                                                      • MySpace
                                                                                                                                        • Tumblr
                                                                                                                                          • Tagged
                                                                                                                                            • Pinterest
                                                                                                                                              • Flickr
                                                                                                                                                • Disney Club Penguin
                                                                                                                                                • The Consumer – Usage of Online Social Networking Sites

                                                                                                                                                  • Key points
                                                                                                                                                    • Facebook reigns supreme in NI and RoI
                                                                                                                                                        • Figure 11: How often respondents access certain online social networking sites, NI and RoI, July 2012
                                                                                                                                                        • Figure 12: Consumers who use Facebook and Google+ at least once a day, by age, NI, July 2012
                                                                                                                                                        • Figure 13: Consumers who use Facebook and Google+ at least once a day, by age, RoI, July 2012
                                                                                                                                                      • Gender differences in usage of online social networking sites
                                                                                                                                                          • Figure 14: Total usage of online social networks, by gender, NI and RoI, July 2012
                                                                                                                                                        • And the rest?
                                                                                                                                                        • The Consumer – How Consumers Use Online Social Networks

                                                                                                                                                          • Key points
                                                                                                                                                            • Online networks the glue that holds families and friendships together
                                                                                                                                                              • Figure 15: Reasons respondents use online social networking sites, NI and RoI, July 2012
                                                                                                                                                            • Social networking chat features popular
                                                                                                                                                                • Figure 16: Consumer usage of chat feature on social networking sites, by gender, NI and RoI, July 2012
                                                                                                                                                              • Do Irish consumers have too much free time?
                                                                                                                                                                  • Figure 17: Consumers who use online social networks to kill time, by gender, NI and RoI, July 2012
                                                                                                                                                                • Time-killing activities
                                                                                                                                                                    • Figure 18: How Irish consumers kill time on social networking sites, NI and RoI, July 2012
                                                                                                                                                                  • Mobile social networking popular
                                                                                                                                                                      • Figure 19: Key social networking sites accessed through a smartphone, NI and RoI, July 2012
                                                                                                                                                                  • The Consumer – Attitudes towards Online Social Networking Sites

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Privacy and data security a concern
                                                                                                                                                                          • Figure 20: Concerns Irish consumers have regarding social networking sites, NI and RoI, July 2012
                                                                                                                                                                          • Figure 21: Agreement with the statement “My profile details are private (ie only accessible to friends)”, by age, NI and RoI, July 2012
                                                                                                                                                                          • Figure 22: Agreement with the statement ‘My profile details are public so anyone can access my info’, by age, NI and RoI, July 2012
                                                                                                                                                                        • Trust in social networking sites low
                                                                                                                                                                            • Figure 23: Trust in online social networking sites, by gender, NI and RoI, July 2012
                                                                                                                                                                            • Figure 24: Trust in online social networking sites, by age, NI and RoI, July 2012
                                                                                                                                                                          • A mixed reception for social media advertising
                                                                                                                                                                            • Figure 25: Agreement with statements relating to advertising on social networking sites, NI and RoI, July 2012
                                                                                                                                                                          • ‘Friending’ a brand
                                                                                                                                                                            • Figure 26: Agreement with selected statements relating to social networking, NI and RoI, July 2012
                                                                                                                                                                            • Figure 27: Consumer who click on adverts on social networking sites, by age, NI and RoI, July 2012
                                                                                                                                                                            • Figure 28: Consumers who befriend a company on social networking sites, by age, NI and RoI, July 2012
                                                                                                                                                                        • Consumer Typologies

                                                                                                                                                                          • NI target groups
                                                                                                                                                                            • Figure 29: Consumer typologies, NI, July 2012
                                                                                                                                                                          • The Uninterested
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                • Understanding the Uninterested
                                                                                                                                                                                  • Time Killers
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                        • Understanding the Time Killers
                                                                                                                                                                                          • The Up-to-Date
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                • Understanding the Up-to-Date
                                                                                                                                                                                                  • Private Networkers
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                        • Understanding the Private Networkers
                                                                                                                                                                                                          • RoI target groups
                                                                                                                                                                                                            • Figure 30: Consumer typologies, RoI, July 2012
                                                                                                                                                                                                          • Privacy Concerned
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                • Understanding the Privacy Concerned
                                                                                                                                                                                                                  • Snoopers
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                        • Understanding the Snoopers
                                                                                                                                                                                                                          • Social Jobbers
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                • Understanding the Social Jobbers
                                                                                                                                                                                                                                  • The Unengaged
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                        • Understanding the Unengaged
                                                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                                                          • NI consumer Toluna data
                                                                                                                                                                                                                                            • Figure 30: Frequency of use of Bebo, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 31: Frequency of use of Blogger, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 32: Frequency of use of Facebook, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 33: Frequency of use of Flickr, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 34: Frequency of use of Foursquare, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 35: Frequency of use of Friends Reunited, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 36: Frequency of use of Google+, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 37: Frequency of use of LinkedIn, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 38: Frequency of use of MySpace, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 39: Frequency of use of Tagged, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 40: Frequency of use of Tumblr, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 41: Frequency of use of Twitter, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 42: Frequency of use of other social networks, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 43: What consumers use online social networks for, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 44: What consumers use online social networks for, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 45: What consumers use online social networks for, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 46: Agreement with statements relating to online social networking, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 47: Agreement with statements relating to online social networking, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 48: Agreement with statements relating to online social networking, by demographics, NI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 49: Consumer typologies, by demographics, NI, July 2012
                                                                                                                                                                                                                                            • Figure 50: What consumers use online social networks for, by consumer typology, NI, July 2012
                                                                                                                                                                                                                                            • Figure 51: Agreement with statements relating to online social networking, by consumer typology, NI, July 2012
                                                                                                                                                                                                                                          • RoI consumer Toluna data
                                                                                                                                                                                                                                            • Figure 52: Frequency of use of Bebo, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 53: Frequency of use of Blogger, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 54: Frequency of use of Facebook, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 55: Frequency of use of Flickr, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 56: Frequency of use of Foursquare, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 57: Frequency of use of Friends Reunited, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 58: Frequency of use of Google+, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 59: Frequency of use of LinkedIn, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 60: Frequency of use of MySpace, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 61: Frequency of use of Tagged, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 62: Frequency of use of Tumblr, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 63: Frequency of use of Twitter, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 64: Frequency of use of other social networks, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 65: What consumers use online social networks for, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 66: What consumers use online social networks for, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 67: What consumers use online social networks for, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 68: Agreement with statements relating to online social networking, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 69: Agreement with statements relating to online social networking, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 70: Agreement with statements relating to online social networking, by demographics, RoI, July 2012 (continued)
                                                                                                                                                                                                                                            • Figure 71: Consumer typologies, by demographics, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 72: What consumers use online social networks for, by consumer typology, RoI, July 2012
                                                                                                                                                                                                                                            • Figure 73: Agreement with statements relating to online social networking, by consumer typology, RoI, July 2012

                                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                                        Social Networking - Ireland - September 2012

                                                                                                                                                                                                                                        £1,095.00 (Excl.Tax)