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Description

Description

“Initiatives taken by social networks to improve mental health during the COVID-19 lockdown will be well received by Irish consumers feeling the effects of isolation. However, mental health problems are increasingly being associated with social networks due to instances of trolling, cyberbullying and the impact of constantly seeing curated lifestyles and images. More resources to tackle these underlying issues will help social networks improve users’ mental wellbeing beyond the current COVID-19 lockdown.”
- James Wilson, Research Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What You Need to Know
      • Key issues covered in this Report
        • Issues covered in this Report
        • Executive Summary

            • Market factors
              • Facebook introduces new ad-tracking feature
                • Number of crime reports containing mentions of a social network remains high
                  • Social networks face digital services tax in the UK
                    • Social networks leverage connectivity during COVID-19 outbreak
                      • Impact of COVID-19 on Social Networking
                        • Figure 1: Short, medium and long-term impact on Social Networks, IoI, May 2020
                      • Companies, brands and innovations
                        • The consumer
                          • Usage of social networks remains high
                            • Figure 2: Social networks used in the last three months, NI and RoI, January 2020
                          • Consumers accessing Facebook daily
                            • Figure 3: Frequency of social network use in the last three months, NI and RoI, January 2020
                          • Visual content being shared on social networks
                            • Figure 4: Types of content shared on social networking sites, NI and RoI, January 2020
                          • Consumers using social networks to follow friends and family
                            • Figure 5: Reasons consumers use social networking sites, NI and RoI, January 2020
                          • Consumers sourcing company information on social networks
                            • Figure 6: Agreement with statements related to interacting with companies on social media, NI and RoI, January 2020
                          • Consumers believe mental health is being negatively impacted by social networks
                            • Figure 7: Agreement with statements related to mental health concerns of social networks, NI and RoI, January 2020
                          • Easier access to social networks interests Irish consumers
                            • Figure 8: Agreement with statements relating to new social network features, NI and RoI, January 2020
                          • Consumers using social networks less than a year ago
                            • Figure 9: Agreement with statements related social networking sites, NI and RoI, January 2020
                          • What we think
                          • Impact of COVID-19 on Social Networking

                            • Short, medium and long-term impact on the industry
                              • Figure 10: Short, medium and long-term impact on social networking, IoI, May 2020
                            • Opportunities and Threats
                              • Lockdown easing presents challenges for social networks
                                • Growing usage of social networks by older consumers
                                  • Opportunities for social networks to grow usage of video call features post-COVID-19
                                    • How the crisis will affect social networks key consumers segments
                                      • Spent more time on video calls with family/friends COVID-19 question
                                        • Figure 11: How consumers have spent their leisure time as a result of the COVID-19 outbreak, NI and RoI, April 2020
                                      • Concern about COVID-19 exposure will drive social media use in 2020
                                        • Figure 12: How concerned consumers are about the risk of being exposed to the coronavirus (also known as COVID-19), NI and RoI, April 2020
                                      • Consumers turn to posting about in-home lockdown activities
                                        • How the crisis will affect key consumers segments
                                          • Lockdown and shielding will see higher social network usage among older consumers
                                            • Figure 13: Total population, by age group, NI and RoI, 2019
                                          • Lockdown has increased online quizzes popularity
                                            • How a COVID-19 recession will reshape the industry
                                              • High unemployment levels a boon for LinkedIn
                                                • Financial concerns could see continued reliance social networks post-lockdown
                                                  • Figure 14: How consumers think their personal finances will change over the next 12 months, NI and RoI, January 2020-April 2020
                                                • Streaming services compete for usage during COVID-19 lockdown
                                                  • Figure 15: Agreement with behaviour statements relating to streaming media, NI and RoI, June 2018
                                                • Fake news continues to appear on social networks during COVID-19 crises
                                                  • Impact on the Marketing Mix
                                                    • Social networks will remain important channels for brands
                                                      • Figure 16: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                                                    • COVID-19: UK & RoI Context
                                                    • The Market – What You Need to Know

                                                      • Consumers notice ads on social networks
                                                        • Facebook launches new ad-tracking feature
                                                          • New digital services tax introduced in the UK
                                                            • Social networks take steps to improve information quality during COVID-19 outbreak
                                                            • Market Drivers

                                                              • News feeds effective in reaching consumers on social networks
                                                                • Figure 17: Consumers who think advertisements on social networks are effective (noticeable), NI and RoI, June 2019
                                                              • New ad-tracking featured introduced by Facebook
                                                                • Social networks being mentioned in crime reports
                                                                  • Figure 18: Number of crime reports containing mentions of a social networking site, NI, 2016-18
                                                                • UK introduces digital services tax
                                                                  • Social networks respond to COVID-19 outbreak
                                                                    • Snapchat’s ‘Here For You’
                                                                    • Market in Context

                                                                        • Case study: Allied Irish Bank
                                                                          • Background
                                                                            • How it uses social networks
                                                                              • Recent social networking activity
                                                                                • Case study: An Post
                                                                                  • Background
                                                                                    • How it uses social networks
                                                                                      • Recent social networking activity
                                                                                        • Case study: Dalata Hotel Group
                                                                                          • Background
                                                                                            • How it uses social networks
                                                                                              • Recent social networking activity
                                                                                                • Case study: Dale Farm
                                                                                                  • Background
                                                                                                    • How it uses social networks
                                                                                                      • Recent social networking activity
                                                                                                        • Case study: eir
                                                                                                          • Background
                                                                                                            • How it uses social networks
                                                                                                              • Recent social networking activity
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • TikTok launches family safety feature
                                                                                                                  • Dark mode available on WhatsApp
                                                                                                                    • Ephemeral posts being trialled at Twitter
                                                                                                                    • Who’s Innovating?

                                                                                                                      • FB Messenger slimmed down
                                                                                                                        • TikTok introduces new parental safety feature
                                                                                                                          • WhatsApp goes dark
                                                                                                                            • Twitter trialling ‘fleets’
                                                                                                                            • 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 and YouTube the main platforms accessed
                                                                                                                                                                                                          • Social networks being used to keep in touch
                                                                                                                                                                                                            • Consumers sharing visual content on social networks
                                                                                                                                                                                                              • Consumers using social networks for company information
                                                                                                                                                                                                                • Consumers believe social media has negative impact on mental health
                                                                                                                                                                                                                  • Consumers want easier access to social networks
                                                                                                                                                                                                                    • Consumers spending less time on social networking sites
                                                                                                                                                                                                                    • Usage of Social Networking Sites

                                                                                                                                                                                                                        • Facebook and YouTube popular among Irish consumers
                                                                                                                                                                                                                          • Figure 19: Social networks used in the last three months, NI and RoI, January 2020
                                                                                                                                                                                                                        • Usage of TikTok tied to affluence
                                                                                                                                                                                                                          • Figure 20: Consumers who used TikTok in the last three months, by social class, NI and RoI, January 2020
                                                                                                                                                                                                                        • Younger consumers the main users of social networks
                                                                                                                                                                                                                          • Figure 21: Social networks used in the last three months, by age, NI, January 2020
                                                                                                                                                                                                                          • Figure 22: Social networks used in the last three months, by age, RoI, January 2020
                                                                                                                                                                                                                      • Frequency of Usage of Social Networking Sites

                                                                                                                                                                                                                          • Social networks accessed at least once a week
                                                                                                                                                                                                                            • Figure 23: Frequency of social network use in the last three months, NI and RoI, January 2020
                                                                                                                                                                                                                          • Differences in types of platforms used by men and women
                                                                                                                                                                                                                            • Figure 24: Consumers who accessed social networks daily in the last three months, by gender, NI, January 2020
                                                                                                                                                                                                                            • Figure 25: Consumers who accessed social networks daily in the last three months, by gender, RoI, January 2020
                                                                                                                                                                                                                          • Young consumers accessing social networks daily
                                                                                                                                                                                                                            • Figure 26: Consumers who accessed social networks daily in the last three months, by age, NI, January 2020
                                                                                                                                                                                                                            • Figure 27: Consumers who accessed social networks daily in the last three months, by age, RoI, January 2020
                                                                                                                                                                                                                        • Types of Content Shared on Social Networking Sites

                                                                                                                                                                                                                            • Photos and images dominate content shared on social networks
                                                                                                                                                                                                                              • Figure 28: Types of content shared on social networking sites, NI and RoI, January 2020
                                                                                                                                                                                                                            • Young consumers posting photos and images
                                                                                                                                                                                                                              • Figure 29: Consumers who have shared photos and images on social networking sites, by age, NI and RoI, January 2020
                                                                                                                                                                                                                          • Reasons for Using Social Networking Sites

                                                                                                                                                                                                                              • Interacting with friends and family main reason for using social networks
                                                                                                                                                                                                                                • Figure 30: Reasons consumers use social networking sites, NI and RoI, January 2020
                                                                                                                                                                                                                              • Consumers with improving finances following brands
                                                                                                                                                                                                                                • Figure 31: Consumers who use social networks to follow the activity of a company, business or brand, by financial status, NI and RoI, January 2020
                                                                                                                                                                                                                              • Older consumers following family and friends’ activity on social networks
                                                                                                                                                                                                                                • Figure 32: Consumers who use social networks to follow the activity of friends and family, by age, NI and RoI, January 2020
                                                                                                                                                                                                                                • Figure 33: Consumers who use social networks to post photos and videos of their recent activity, by age, NI and RoI, January 2020
                                                                                                                                                                                                                            • Company Interactions on Social Networks

                                                                                                                                                                                                                                • Social networks a source of company information
                                                                                                                                                                                                                                  • Figure 34: Agreement with statements related to interacting with companies on social media, NI and RoI, January 2020
                                                                                                                                                                                                                                • Social networks a source of company information for affluent consumers
                                                                                                                                                                                                                                  • Figure 35: Agreement with the statement ‘I think social media platforms have more information on companies compared to their websites’, by social class, NI and RoI, January 2020
                                                                                                                                                                                                                              • Mental Health Concerns

                                                                                                                                                                                                                                  • Social networks seen as having a negative mental health impact
                                                                                                                                                                                                                                    • Figure 36: Agreement with statements related to mental health concerns of social networks, NI and RoI, January 2020
                                                                                                                                                                                                                                  • Younger consumers worried about being ‘trolled’
                                                                                                                                                                                                                                    • Figure 37: Agreement with the statement ‘I worry about being cyberbullied/trolled/harassed online’, by age, NI and RoI, January 2020
                                                                                                                                                                                                                                • Interest in New Social Network Features

                                                                                                                                                                                                                                    • Accessing social networks from a single app interests consumers
                                                                                                                                                                                                                                      • Figure 38: Agreement with statements relating to new social network features, NI and RoI, January 2020
                                                                                                                                                                                                                                    • Under-45s interested in single app to access social networks
                                                                                                                                                                                                                                      • Figure 39: Agreement with the statement ‘I would be interested in a single mobile app that gives me access to all my social networks’, by age, NI and RoI, January 2020
                                                                                                                                                                                                                                    • Accessing content via voice assistants appeals to men
                                                                                                                                                                                                                                      • Figure 40: Agreement with the statement ‘I would be interested in accessing social media content from a voice assistant or smart speaker (eg hearing posts, posting using my voice)’, by gender, NI and RoI, January 2020
                                                                                                                                                                                                                                  • Attitudes towards Social Networks

                                                                                                                                                                                                                                      • Consumers using social networks less
                                                                                                                                                                                                                                        • Figure 41: Agreement with statements related to social networking sites, NI and RoI, January 2020
                                                                                                                                                                                                                                      • Affluent consumers spending less time on social networks
                                                                                                                                                                                                                                        • Figure 42: Agreement with the statement ‘I have cut down on my social media use in the last 12 months’, by social class, NI and RoI, January 2020
                                                                                                                                                                                                                                      • Young consumers willing to pay to stop personal data being shared
                                                                                                                                                                                                                                        • Figure 43: Agreement with the statement ‘I would pay an annual fee to stop social networks sharing my personal data with companies’, by age, NI and RoI, January 2020
                                                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                      • Data sources
                                                                                                                                                                                                                                        • Generational cohort definitions
                                                                                                                                                                                                                                          • Abbreviations

                                                                                                                                                                                                                                          About the report

                                                                                                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                          • The Consumer

                                                                                                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                                                                                                          • The Competitors

                                                                                                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                          • The Market

                                                                                                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                          • The Innovations

                                                                                                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                          • The Opportunities

                                                                                                                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                          • The Trends

                                                                                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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