2021
0
Ireland Social Networking Market Report 2021
2021-06-16T04:07:57+01:00
OX1043547
1495
139486
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Report
en_GB
“Social networks have benefited from the impact of COVID-19. Consumers have become more reliant on them as their only means of socialising during lockdowns and restrictions. However, COVID-19 has also…

Ireland Social Networking Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Ireland Social Networking market, including the behaviours, preferences and habits of the consumer.

The COVID-19 lockdowns have massively accelerated the already growing popularity of social networking platforms throughout 2020 and into 2021. National lockdowns, travel restrictions and social distancing measures have meant many have used social media to stay connected with friends and family, with this usage continuing post-pandemic.

There has been a 3.1% increase in Irish social media users from 2020, with platforms needing to continue to innovate and improve their services in order to address issues and improve efficiency. While there has been increased usage, there has also been continued concerns over the issue of cyberbullying. 85% of NI and 87% of ROI consumers agree that social media networks need to do more to safeguard users against bullying, with 79% of NI and 82% of ROI consumers also thinking that companies should warn users if stories are likely to be fake.

Mental health remains a major concern for many users, with 38% of UK consumers reporting feeling more anxious than before the pandemic. 74% of NI and 82% of ROI consumers agree that social media can have negative impact on a person’s mental health and self-esteem, indicating that platforms still have a way to go to help combat these issues.

Read on to discover more details or take a look at all of our UK Leisure Time market research.

Quickly understand

  • The impact of COVID-19 on social networking.
  • How social networking sites are adapting to meet users’ needs.
  • Opportunities in social networking sites for companies.
  • New initiatives being introduced by social networking companies.
  • New ways of marketing across social networking platforms.

Included in this report

Brand: Alphabet Ic. (Google, YouTube), Facebook (Whatsapp, Messenger, Instagram), Houseparty (Epic Games), LinkedIn, Pinterest, Reddit, Snap Inc. (Snapchat), TikTok, Twitter, Tumblr.

Expert analysis from specialist in the field

Written by Natalie Magill, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Social networks have benefited from the impact of COVID-19. Consumers have become more reliant on them as their only means of socialising during lockdowns and restrictions. However, COVID-19 has also brought a wave of mental health issues due to high levels of anxiety and loneliness, and concerns around economic uncertainty. However, consumers’ social networking activity increasing also increases the chances of cyberbullying or trolling, which could then further the negative mental health impact. It is important now more than ever that social networks are producing new content and initiatives to support their users during this time, with a highlight on health and wellness.

Natalie Magill
Market Research Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
          • Issues covered in this Report
          • Executive Summary

              • Market factors
                • Impact of COVID-19 on social networking sites
                  • Figure 1: Short-, medium- and long-term impact on social networks, IoI, May 2021
                • Health and wellness initiatives are important to consumers
                  • Social networks relied on more for advertising
                    • Social networking influencers used as a source of reviews
                      • Social networking sites fight against misinformation regarding COVID-19
                        • Livestreaming/video calling has grown in popularity
                          • Innovations
                            • Social networking companies support users during COVID-19
                              • Social networks launch new diversity initiatives
                                • Anti-bullying measures introduced to support users
                                  • The consumer
                                    • Facebook is used most amongst IoI consumers
                                      • Figure 2: Social networks used in the last three months, NI and RoI, January 2021
                                    • RoI consumers prefer LinkedIn compared to NI consumers
                                      • Figure 3: Consumers who used LinkedIn in the last three months, NI and RoI, January 2021
                                    • Younger consumers prefer photos/images
                                      • Figure 4: Consumers who have shared photos and images on social networking sites in any rank, by age, NI and RoI, January 2021
                                    • Majority of social networking sites were accessed more due to COVID-19
                                      • Figure 5: Consumers who have stated if they use social networking sites more, about the same or less compared to before the COVID-19 outbreak, by social networking site, NI and RoI, January 2021
                                    • Mental health becomes a focus point for social networks
                                      • Figure 6: Consumers who agree social networks can have a negative impact on a person’s mental health, by gender, NI and RoI, January 2021
                                    • Consumers rely on social networking for updated company information
                                      • Figure 7: Consumers who agree that social media platforms have more information on companies compared to their website, by age, NI and RoI, January 2021
                                    • What we think
                                    • The Market – What You Need to Know

                                      • Health and wellness initiatives important to consumers
                                        • Social networks relied on more for advertising
                                          • Users rely on social networking influencers as a source of reviews
                                          • Market Drivers

                                            • Smart device ownership increases
                                              • Figure 8: Ownership of smartphones, NI and RoI, January 2021
                                            • Social networking used for advertising more during COVID-19
                                              • Figure 9: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                                            • Social networking influencers become a reliable source of reviews for consumers over traditional media
                                              • Social networking sites fight against misinformation regarding COVID-19
                                                • Livestreaming/video calling has grown in popularity
                                                  • Health and wellness initiatives being offered to support consumers
                                                    • NFTs growing in popularity amongst social media users
                                                      • Social networking companies share sustainability plans
                                                      • Companies and Innovations – Key Takeaways

                                                        • Social networking companies support users during COVID-19
                                                          • Social networks launch new diversity initiatives
                                                            • Anti-bullying measures introduced to support users
                                                            • Who’s Innovating?

                                                              • Anti-bullying measures introduced across social networking platforms
                                                                • TikTok launches new diversity initiatives
                                                                  • Facebook launches partnership with WHO in relation to COVID-19
                                                                  • Competitive Strategies – Key Players

                                                                      • Alphabet Inc.
                                                                        • Key facts
                                                                          • User facilities
                                                                            • Recent developments
                                                                              • Facebook
                                                                                • Key facts
                                                                                  • User facilities
                                                                                    • Recent developments
                                                                                      • Houseparty
                                                                                        • Key facts
                                                                                          • User facilities
                                                                                            • Recent developments
                                                                                              • LinkedIn
                                                                                                • Key facts
                                                                                                  • User facilities
                                                                                                    • Recent developments
                                                                                                      • Pinterest
                                                                                                        • Key facts
                                                                                                          • User facilities
                                                                                                            • Recent developments
                                                                                                              • Reddit
                                                                                                                • Key facts
                                                                                                                  • User facilities
                                                                                                                    • Recent developments
                                                                                                                      • Snap Inc.
                                                                                                                        • Key facts
                                                                                                                          • User facilities
                                                                                                                            • Recent developments
                                                                                                                              • TikTok
                                                                                                                                • Key facts
                                                                                                                                  • User facilities
                                                                                                                                    • Recent developments
                                                                                                                                      • Twitter
                                                                                                                                        • Key facts
                                                                                                                                          • User facilities
                                                                                                                                            • Recent developments
                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                              • Facebook most used social networking platform
                                                                                                                                                • Photos/images most popular type of content shared across social networks
                                                                                                                                                  • Usage of social media platforms grows due to COVID-19
                                                                                                                                                    • Mental health becomes a focus point for social networks
                                                                                                                                                    • Usage of Social Networking Sites

                                                                                                                                                        • Facebook is used most amongst IoI consumers
                                                                                                                                                          • Figure 10: Social networks used in the last three months, NI and RoI, January 2021
                                                                                                                                                        • RoI consumers prefer LinkedIn compared to NI consumers
                                                                                                                                                          • Figure 11: Consumers who used LinkedIn in the last three months, NI and RoI, January 2021
                                                                                                                                                        • Women prefer visual-oriented social networking platforms
                                                                                                                                                          • Figure 12: Social networking platforms used in the last three months, by gender, NI, January 2021
                                                                                                                                                          • Figure 13: Social networking platforms used in the last three months, by gender, RoI, January 2021
                                                                                                                                                      • Range of Content on Social Networking Sites

                                                                                                                                                          • Photos/images most popular type of content shared across social networks
                                                                                                                                                            • Figure 14: Types of content shared on social networking sites, NI and RoI, January 2021
                                                                                                                                                          • Younger consumers prefer photos/images
                                                                                                                                                            • Figure 15: Consumers who have shared photos and images on social networking sites in any rank, by age, NI and RoI, January 2021
                                                                                                                                                        • COVID-19 and Social Networking Sites

                                                                                                                                                            • Majority of social networking sites were accessed more due to COVID-19
                                                                                                                                                              • Figure 16: Consumers who have stated if they use social networking sites more, about the same or less compared to before the COVID-19 outbreak, by social networking site, NI and RoI, January 2021
                                                                                                                                                            • LinkedIn usage does not increase during lockdowns
                                                                                                                                                              • Figure 17: Consumers who have stated if they use LinkedIn sites more, about the same or less compared to before the COVID-19 outbreak, NI and RoI, January 2021
                                                                                                                                                          • Social Networking and Mental Health

                                                                                                                                                              • Consumers are concerned with bullying on social networking
                                                                                                                                                                • Figure 18: Agreement with statements related to mental health and social networking, NI and RoI, January 2021
                                                                                                                                                                • Figure 19: Consumers who agree social networks should have more safeguards against bullying, by age, NI and RoI, January 2021
                                                                                                                                                                • Figure 20: Consumers who agree social networks should have more safeguards against bullying, by age of children in the household, NI and RoI, January 2021
                                                                                                                                                              • Mental health becomes a focus point for social networks
                                                                                                                                                                • Figure 21: Consumers who agree social networks can have a negative impact on a person’s mental health, by gender, NI and RoI, January 2021
                                                                                                                                                              • Consumers want to hide ’likes’
                                                                                                                                                                • Figure 22: Consumers who agree/disagree that they would prefer if social networks didn’t show the popularity of content, NI and RoI, January 2021
                                                                                                                                                                • Figure 23: Consumers who agree/disagree that they would prefer if social networks didn’t show the popularity of content, by age, NI and RoI, January 2021
                                                                                                                                                            • Influencers and Social Networking

                                                                                                                                                                • Consumers want more oversight on how influencers promote products
                                                                                                                                                                  • Figure 24: Consumers agreeing/disagreeing with statements related to influencers and social networking, NI and RoI, January 2021
                                                                                                                                                                  • Figure 25: Consumers who agree that there needs to be better oversight on how social media influencers promote products, by gender, NI and RoI, January 2021
                                                                                                                                                              • Privacy and Social Networking

                                                                                                                                                                  • Privacy is still a concern when involving social media
                                                                                                                                                                    • Figure 26: Consumers who agree, disagree or neither agree nor disagree with statements involving social networking and privacy, NI and RoI, January 2021
                                                                                                                                                                  • Consumers not willing to pay annual fee to protect privacy
                                                                                                                                                                    • Figure 27: Consumers who agree, disagree or neither agree nor disagree that they would be willing to pay an annual fee to stop social networking companies sharing their personal data with companies, NI and RoI, January 2021
                                                                                                                                                                    • Figure 28: Consumers who agree that they would be willing to pay an annual fee to stop social networking companies sharing their personal data with companies, by age, NI and RoI, January 2021
                                                                                                                                                                • Attitudes towards Social Networking

                                                                                                                                                                    • Consumers agree political advertising should be banned across social networks
                                                                                                                                                                      • Figure 29: Agreement with statements related to social networking, NI and RoI, January 2021
                                                                                                                                                                    • Consumers rely on social networking for updated company information
                                                                                                                                                                      • Figure 30: Consumers who agree that social media platforms have more information on companies compared to their website, by age, NI and RoI, January 2021
                                                                                                                                                                      • Figure 31: Consumers who agree, disagree or neither agree nor disagree that it is effective to raise an issue with a company via social media, NI and RoI, January 2021
                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                    • Data sources
                                                                                                                                                                      • Abbreviations

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