Social Networking - Ireland - September 2012
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- September 2012
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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.
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