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
Key themes of the report
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
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?
Let’s Make a Deal
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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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