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Social Networking - Ireland - May 2014

INTRODUCTION
Key themes of the report
Definition
Data sources
Abbreviations
EXECUTIVE SUMMARY
Market factors
Consumers increasingly engaging with brands on social networks
Growing annoyance with advertising on social networks
Consumers seeking smaller online social networks
Privacy on social networking sites a concern for users
Anti-social behaviour still an issue for online social networks
Companies, brands and innovations
The consumer
Facebook the most popular social network in Ireland
Figure 1: Social networking sites used in the last three months, NI and RoI, April 2014
Figure 2: Media networking sites used in the last three months, NI and RoI, April 2014
Consumers using social networks to keep in touch and media networks to engage with brands
Figure 3: How consumers use social networks, NI and RoI, April 2014
Figure 4: How consumers use media networks, NI and RoI, April 2014
Promotions and competitions drive brand ‘likes’ on social and media networks
Figure 5: Agreement with statements relating to social and media networks, NI and RoI, April 2014
What we think
ISSUES AND INSIGHTS
What are the most popular social and media networking sites in Ireland?
Are consumers receptive to advertising on social and media networking sites?
What type of activities are Irish consumers doing on social and media networking sites?
How have the recent privacy revelations affected Irish consumers’ use of social networks?
What are Irish consumers looking for when using social and media networking sites?
TREND APPLICATION
Let’s Make a Deal
Cam Cam
Influentials
MARKET OVERVIEW
Key points
Growing engagement with brands on social networks
Figure 6: Agreement with the statement 'I have visited a company's website as a result of an advert on a social networking site', NI and RoI, 2011-13
Irish consumers getting more ‘friendly’ with companies online
Figure 7: Agreement with the statement 'I am friends with a corporation/brand on a social networking site', NI and RoI, 2011-13
Social media ads increasingly seen as an annoyance
Figure 8: Agreement with the statement ' Advertising on social networks annoys me', NI and RoI, 2011-13
Low click-through rate on advertisements
Figure 9: Agreement with the statement 'I regularly click on ads on social networking websites', NI and RoI, 2011-13
Social messenger apps becoming increasingly popular
Facebook users feel pressured to contribute
Privacy concerns driving distrust of social networking sites
Figure 10: Trust in organisations according to mobile phone owners in Europe, by type, January 2014
Government surveillance also an issue for consumers
Security of personal data on social networks also an issue
‘Neknomination’ craze claims two Irish lives
‘Random Act of Kindness’ counter movement emerges
Cyberbullying still an issue for social networking sites
MARKET IN CONTEXT
Key points
Case study: Bord Bia
Background
How it uses online social networks
Measuring the benefits of social networking activity
Case study: Coca-Cola
Background
How it uses online social networks
Measuring the benefits of social networking activity
Case study: Danske Bank Ireland
Background
How it uses online social networks
Measuring the benefits of social networking activity
Case study: Heineken Ireland
Background
How it uses online social networks
Measuring the benefits of social networking activity
HMV
Background
How it uses social networks
Measuring the benefits of social networking activity
Case study: Tourism Ireland
Background
How it uses online social networks
Measuring the benefits of social networking activity
Case study: University of Ulster
Background
How it uses online social networks
Measuring the benefits of social networking activity
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPANIES AND INNOVATIONS
Key points
Examples of innovation
Facebook’s e-money service
WhatsApp extends service to include voice calls
Twitter rolls out new user web profile
 COMPANY PROFILES
Bebo/Blab
Disney Club Penguin
Facebook
Google
LinkedIn
Myspace
Pinterest
Twitter
THE CONSUMER – USAGE OF SOCIAL AND MEDIA NETWORKS
Key points
Facebook the most used social network
Figure 11: Social networking sites used in the last three months, NI and RoI, April 2014
Facebook appeals to consumers across all ages
Figure 12: Consumers that have used Facebook in the last three months, by age, NI and RoI, April 2014
Over half check Facebook several times per day
Figure 13: Frequency with which consumers use Facebook, by age, NI and RoI, April 2014
Irish students the primary users of YouTube
Figure 14: Consumers that have accessed YouTube in the last three months, by work status, NI and RoI, April 2014
Figure 15: Frequency with which consumers use YouTube, by age, NI and RoI, April 2014
Men and women equally likely to use Twitter
Figure 16: Consumers that have used Twitter in the last three months, by marital status, NI and RoI, April 2014
One in 10 NI and 17% of RoI consumers user Twitter multiple times per day
Figure 17: Frequency with which consumers use Twitter, by age, NI and RoI, April 2014
Young NI consumers more engaged across a range of platforms
Figure 18: Social networking sites used in the last three months, by age, NI, April 2014
Pinterest interests young RoI consumers, while Google+ and LinkedIn have broad appeal
Figure 19: Social networking sites used in the last three months, by age, RoI, April 2014
THE CONSUMER – HOW IRISH CONSUMERS USE SOCIAL AND MEDIA NETWORKING SITES
Key points
Social networking sites used to keep in touch with friends
Figure 20: How consumers use social networks, NI and RoI, April 2014
Consumers of all ages using social networks to keep in touch
Figure 21: Consumers using social networks to keep in touch with friends, by gender and age, NI and RoI, April 2014
Rural consumers using social networks to receive information on local areas
Figure 22: Consumers using social networking sites to receive news about their local area, by location, NI, April 2014
Figure 23: Consumers using social networking sites to receive news about their local area, by location, RoI, April 2014
Checking updates on social networks outside the home prevalent among Irish students
Figure 24: Consumers using social networks to check updates on their phone outside of the home, by work status, NI and RoI, April 2014
Figure 25: Frequency with which consumers use LinkedIn, by work status, NI and RoI, April 2014
Irish consumers engaging with brands on media networking sites
Figure 26: How consumers use media networks, NI and RoI, April 2014
Students learning about brands on media networking sites
Figure 27: Consumers using media networks to learn about new products and offers from brands/retailers, by work status, NI and RoI, April 2014
Millennials most likely to follow brands and celebrities
Figure 28: Consumers using media networks to follow celebrities or brands that they like, by gender and age, NI and RoI, April 2014
THE CONSUMER – ATTITUDES TOWARDS SOCIAL AND MEDIA NETWORKING SITES
Key points
Irish consumers ‘like’ brands on social and media networking sites
Figure 29: Agreement with statements relating to social and media networks, NI and RoI, April 2014
Promotions and competitions driving engagement among Irish women
Figure 30: Agreement with the statement ‘I have 'liked' a brand/company on social/media networking sites because of a promotion/competition’, by gender and age, NI and RoI, April 2014
Social and media networks a good source of brand information for RoI students
Figure 31: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by work status, NI and RoI, April 2014
Figure 32: Agreement with the statement ‘Social/media networking sites are a good source of brand/company information’, by age, NI and RoI, April 2014
Women most likely to seek information from peers on social networks
Figure 33: Agreement with statements relating to social and media networks, by gender, NI and RoI, April 2014
Group buying appeals to consumers with young children
Figure 34: Agreement with the statement ‘Group buying with other consumers to obtain discounts via social/media networks appeals to me’, by gender and age of children in the household, NI and RoI, April 2014
APPENDIX
NI Toluna data
Figure 35: Social networking sites used in the last three months, by demographics, NI, April 2014
Figure 36: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
Figure 37: Social networking sites used in the last three months, by demographics, NI, April 2014 (continued)
Figure 38: Frequency with which consumers use Facebook, by demographics, NI, April 2014
Figure 39: Frequency with which consumers use LinkedIn, by demographics, NI, April 2014
Figure 40: Frequency with which consumers use Twitter, by demographics, NI, April 2014
Figure 41: Frequency with which consumers use WhatsApp, by demographics, NI, April 2014
Figure 42: Frequency with which consumers use Snapchat, by demographics, NI, April 2014
Figure 43: Frequency with which consumers use Google+, by demographics, NI, April 2014
Figure 44: Frequency with which consumers use Myspace, by demographics, NI, April 2014
Figure 45: Frequency with which consumers use Tumblr, by demographics, NI, April 2014
Figure 46: Frequency with which consumers use Vine, by demographics, NI, April 2014
Figure 47: Frequency with which consumers use YouTube, by demographics, NI, April 2014
Figure 48: Frequency with which consumers use Pinterest, by demographics, NI, April 2014
Figure 49: Frequency with which consumers use Instagram, by demographics, NI, April 2014
Figure 50: How consumers use social networks, by demographics, NI, April 2014
Figure 51: How consumers use media networks, by demographics, NI, April 2014
Figure 52: Agreement with statements relating to social and media networks, by demographics, NI, April 2014
Figure 53: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
Figure 54: Agreement with statements relating to social and media networks, by demographics, NI, April 2014 (continued)
RoI Toluna data
Figure 55: Social networking sites used in the last three months, by demographics, RoI, April 2014
Figure 56: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
Figure 57: Social networking sites used in the last three months, by demographics, RoI, April 2014 (continued)
Figure 58: Frequency with which consumers use Facebook, by demographics, RoI, April 2014
Figure 59: Frequency with which consumers use LinkedIn, by demographics, RoI, April 2014
Figure 60: Frequency with which consumers use Twitter, by demographics, RoI, April 2014
Figure 61: Frequency with which consumers use WhatsApp, by demographics, RoI, April 2014
Figure 62: Frequency with which consumers use Snapchat, by demographics, RoI, April 2014
Figure 63: Frequency with which consumers use Google+, by demographics, RoI, April 2014
Figure 64: Frequency with which consumers use Myspace, by demographics, RoI, April 2014
Figure 65: Frequency with which consumers use Tumblr, by demographics, RoI, April 2014
Figure 66: Frequency with which consumers use Vine, by demographics, RoI, April 2014
Figure 67: Frequency with which consumers use YouTube, by demographics, RoI, April 2014
Figure 68: Frequency with which consumers use Pinterest, by demographics, RoI, April 2014
Figure 69: Frequency with which consumers use Instagram, by demographics, RoI, April 2014
Figure 70: How consumers use social networks, by demographics, RoI, April 2014
Figure 71: How consumers use media networks, by demographics, RoI, April 2014
Figure 72: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014
Figure 73: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)
Figure 74: Agreement with statements relating to social and media networks, by demographics, RoI, April 2014 (continued)

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