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Ireland-Social Networking - 2014-Market Trends and Opportunities

With Irish consumers becoming increasingly annoyed with advertising on social networking sites, these platforms could consider introducing a subscription-based advertising-free service akin to Spotify Premium. Such a service would appeal to consumers as it could enhance their site experience while also providing social networking sites with an additional source of income that will offset losses from advertising revenue.

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Table of Content

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

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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

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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

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