Social media in Ireland Overview

iReach Market Research

Deeper Insights | Better Research

Social Media in Ireland 2010

Oisin Byrne
Managing Director
oisin.byrne@ireach.ie


Deeper Insights | Better Research
 Innovation
 Only Agency with Research Panels
 Online, Video and Mobile Research
 Best Practices
 Methodologies, Data Validation
 QA, Analysis and Reporting
 Excellence of People
 Research Analysts
 Project Consultants
 Leading Technology
 Support for all Research Methods
 Range of Reporting Options

2

iReach Research Panels

 iReach Panels for Quantitative and Qualitative
 Consumer Panel of 15,000 Adults
 Business Panel of 5,000 Decision Makers
 Northern Ireland
 Consumer Panel of 5,000 Adults
 Business Panel of 2,000 Decision Makers
 Fully support ESOMAR 26 Questions
 Best Practices in Active Panel Management
 Recruitment and Segmentation
 Access to International Panels
 Partners in UK, France, Denmark and Italy

3

Insight driven Research

 Research Market somewhat traditional in Ireland

 New technologies and Online innovations have
the potential to add real, measurable benefits to
market research

 An enhancement, rather than replacement of
more traditional research methods

 Cost Effective, Innovative, Timely and Flexible
4

Reference Clients

5

Best in Class Fieldwork and Analysis

Integrated Research Platform

6

Consumer Trends implications
for Marketing and Brand
Awareness

7

Adoption of New Media Channels

 Convergence

 Personalisation

 Broadband & accessibility

 Proliferation of communication channels

8

The Digital Consumer

More informed and empowered
More interconnected and communicative

New mobile communication services
Increased online tenure

Empowerment of the Consumer

Educated Purchasers

Ever-faster broadband More global perspectives

Broadband always on and always available
Increased time spent online

9

Map of Social Media

10

“Brand” can mean many things

 The name of a company
 Product, or service
 A trademark or Whatever…..

 For consumers, a brand is an experience
 Every marketing message consumers see or hear
creates an impression of what the brand stands for —
its image.
 Every interaction with a product or its maker provides
tangible proof of the real value the brand delivers —
its action.

11

Brands will continue to be highly
exposed

 Customers will learn about your brand
from individuals outside your influence
 Creative individuals will create media that
will contribute to the shaping of your brand
 Popular individuals can become the
definitive authority on your brand to some
customers

12

The relative importance of
communicating image and delivering
value by touch point

13

Social Marketing adds many new
tools to the marketers’ tool kit

14

Internet and TV Usage


Growing Trend - Watching TV while
using the Internet
Q66: How often do you watch TV while using the internet? (N=1000)

100 Never

80 32% Rarely (once or less a
month)
60 16% Sometimes (couple of times
a month)
52% 19%
40 Often (couple of times a
week)
20 18%
Most of the time (daily of
15 % almost daily)
0
Total Sample

We see a growing trend of simultaneous consumption of media with 52% of the interviewees tend to watch TV while
using the internet on a regular basis. Often this is catching up on work and personal emails, Social Networking or
hobby related areas. Examples include Flickr, Facebook and YouTube.


Who is watching TV while using
the Internet
Q66: How often do you watch TV while using the internet? (N=1000)

Never Rarely Regularly

Male 41 % 48 % 46 %

Female 59 % 52 % 54 %

18-24 8% 14 % 21 %

25-34 34 % 34 % 41 %

35-44 28 % 31 % 24 %

45-54 19 % 10 % 10 %

55-64 7% 8% 3%

More than 65 4% 3% 1%

N=320 N=160 N=520

- We see a growing trend of Internet users across all ages and balanced across males and females, with the highest
levels of 25-34 year olds, who are more likely to be active Social Networkers with 35-44 year olds are likely to be
engaged in work related activates.


Reasons for watching online TV
Content
Q67: Do you watch Online TV Content (TV Programs delivered over the Internet rather than TV)? (N=1000)
Q69: What are the main reasons for watching TV online? (N=550)

 Frequency :  Reasons for watching Online TV

100 Catch-up with broadcast TV
programmes that have been missed
56%
Never
80 45%
Catching up on missed series 39%
Rarely (once or less a
month)
60
Sometimes (couple of times Watching previews or trailers 21%
24% a month)
40 31% Often (couple of times a Watching highlights of a programme 21%
week)
20 18%
Most of the time (daily of Catching up on programmes that have 19%
10% almost daily) been recommended
0 3%
Total Sample
- With the launch of online TV Content services earlier this year by TV3 and RTE, we see an emerging trend of TV
Content consumption or media snacking. This is where program viewers will watch TV programs online rather than
on Digital or Terrestrial TV and any time during the day or night.
- We estimate that 31% are regular consumers of Online TV Content plus and additional 24% irregular consumers of
online TV Content, but we expect this figure to increase as awareness of such services increases.


Who is watching Online TV Content

Q67: Do you watch Online TV Content (TV Programs delivered over the Internet rather than TV)? (N=1000)

 Frequency towards age and gender :

Never Rarely Regularly

Male 36 % 50 % 54 %
Female 64 % 50 % 46 %

18-24 9% 10 % 29 %
25-34 35 % 36 % 39 %
35-44 30 % 29 % 19 %
45-54 17 % 12 % 8%
55-64 4% 9% 4%
More than 65 5% 4% 1%
N=450 N=240 N=310
- We see similar trends to those that watch TV while using the Internet to those that watch TV content online with the
highest proportion being 25-34 year olds. However there is a higher awareness amongst younger demographics of
available online TV Content and a higher level of consumption.


Attitudes towards advertising


Advertising: Preference and Impact
Q50: Which types of Advertising do you remember most positively? (N=1000)
Q57: Which types of Advertising are most likely to make 3 purchase a product? (N=1000)
5 4.5 4 3.5 you 2.5 2 1.5
1.5
60

TV Ads 2

2.5
Impact

3
30

Radio Ads 3.5

Magazine Ads Newspapers Ads

Outdoor Ads 4

Online or Internet 4.5
Ads

5

0 30 60
Remembered positively
When compared to other media channels, TV has the highest rate of recall as well as impact based on first
preferences mean scores, followed by Radio Adverts. Print media scores well, led by Newspapers while Online
scores lowest


Advertising: Positive recall by
Preferences

 Types of ad remembered positively (ranked by mean)
TV Ads 60% 19% 8% 5% 3%
5%

Radio Ads 17% 35% 17% 12% 9% 11%

Newspaper Ads 6% 15% 26% 25% 20% 9%

Outdoor Ads (Bus Shelters,
Billboards) 8% 15% 23% 19% 20% 15%

Magazine Ads 3%8% 16% 22% 28% 23%

Online or Internet Ads 6% 8%10% 17% 20% 40%

1st Preference 2nd Preference 3rd Preference 4th Preference 5th Preference 6th Preference
- When asked, consumers state a strong preference toward TV advertisement with 60% of first preferences followed
by Rado and Outdoor advertising
Radio scores the highest second preferences with 35% versus 19% of second preferences for TV


Advertising: Positive recall by
Mean

 Types of ad remembered positively
18-24 25-34 35-44 45-54 55+ Male Female All

TV Ads 1.6 1.7 2.0 2.0 2.4 2.0 1.7 1.9

Radio Ads 3.2 3.0 2.8 2.7 2.9 2.9 2.9 2.9

Newspaper Ads 4.0 3.6 3.6 3.2 3.1 3.4 3.8 3.6

3.4 3.7 3.7 4.0 4.0 3.7 3.7 3.7
Billboards)

Magazine Ads 4.2 4.4 4.4 4.5 4.3 4.6 4.1 4.3

Online or Internet Ads 4.6 4.6 4.6 4.6 4.3 4.3 4.8 4.6

- TV Ads have a strong mean score (lower) across all Age groups and has a stronger impact on females over males
while Radio Ads score consistently well across all Age groups with the most positive impact amongst 45-54 year
olds
- Newspaper Ads have a stronger impact on older demographics and especially amongst males
- In terms of recall, online scores lowest across all media channels


Advertising: Positive Impact by
Preferences
Q57: Which types of Advertising are most likely to make you purchase a product? (N=1000)

TV Ads 54% 20% 10% 7%5%5%

Radio Ads 12% 26% 19% 15% 15% 14%

Newspaper Ads 12% 13% 23% 25% 18% 9%

Magazine Ads 7% 16% 15% 21% 24% 18%

Billboards) 5% 14% 19% 20% 24% 19%

Online or Internet Ads 10%11% 14% 12% 16% 37%

1st Preference 2nd Preference 3rd Preference 4th Preference 5th Preference 6th Preference
- Television Ads appears to be the strongest way to influence consumers with 54% making this their first preference
- Online shows and improved impact score (10%) over recall (6%) with a more positive preference while most other
categories show a reduction in impact over recall


Advertising: Recall and Impact
Comparisons
Q57: Which types of Advertising are most likely to make you purchase a product? (N=1000)

Outdoor
Online or
Magazine Ads (Bus Newspaper
Internet Radio Ads TV Ads
Ads Shelters, Ads
Ads
Billboards)
Top 2 box in %
14% 11% 23% 21% 52% 79%
(Positive recall)
Top 2 box in %
22% 23% 18% 26% 38% 74%
(Impact)
Difference +8 + 12 -5 +4 - 14 -5

- Online and Magazine Ads show the most positive improvement in terms of Impact over Recall, where impact is
more likely to influence a product purchase
- Online has a wider positive impact over all ages and gender, where Magazine Ads have a strong impact on younger
consumer groups.
- Newspaper Ads also show a positive improvements in terms of influencing a product purchase especially amongst
older Age demographics


Online Advertising: Impact and
Persuasion
Q75 - Looking at the following list, which forms of Online Advertising do you find the most persuasive in making you consider a
product or brand? (N=1000)

 The most persuasive (Multiple Answers):
Display Adverts (on a Website) 42%

Search Adverts 32%

Adverts on Social Networking sites 27%

Adverts in Online TV programs 21%

Pop-up Adverts on a Website 15%

Adverts in Online Videos or Webcasts 14%

Sponsored Podcasts 12%

Adverts in Blogs 11%

Adverts in Games 8%

None of the above 39%

- Display Adverts on websites appears to be the most persuasive Online Advertising (42%)
-Targeting advertising shows it is a very most powerful tool: Search adverts (32%) and Adverts in social networking
sites (27%)
- The other kinds of Online advertising appear too specific to show a stronger impact


Online Advertising: Positive Impact

Q75 - Looking at the following list, which forms of Online Advertising do you find the most persuasive in making you consider a
product or brand? (N=1000)

The most persuasive Online Advertising (N=486)

Display Adverts (on a Website) 69%

Search Adverts 53%

Adverts on Social Networking sites 45%
39%
61% Adverts in Online TV programs 35%

Pop-up Adverts on a Website 25%

Adverts in Online Videos or Webcasts 23%
None
Sponsored Podcasts 20%
At least one
Adverts in Blogs 18%
Adverts in Games 13%

-39% of the respondent consider that none of the Online Ads presented have impact on them
- Display Adverts on websites appears to be the most persuasive Online Advertising (69%)
-Targeting advertising shows it is a very most powerful tool: Search adverts (53%) and Adverts in social networking
sites (45%)


TV advertising versus Online
Advertising
Q76 - When thinking about Advertising, how would you compare the impact of TV Advertising with Online Advertising?? (N=1000)

45%
Information and Giving enough information
decision making to make a purchase
40%
decision
Impact of Internet Ads (%)

35%

30% Helping people decide
which brands are relevant Providing new information
about a brand people are
25% already aware of

Causing a re-evaluation of
20% a brand

Brand value and
15%
Sparking interest in a
awarness
brand
10%

Persuading people to try a
5% brand or product Telling people about a new
brand they haven’t heard of
before
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Impact of TV Ads (%)


TV advertising versus Online
Advertising
Q76 - When thinking about Advertising, how would you compare the impact of TV Advertising with Online Advertising?? (N=1000)

 Impact on various situations:
TV is About the Online is
stronger same stronger
Telling people about a new brand they haven’t heard of
77% 16% 7%
before
Sparking interest in a brand 62% 28% 10%

Providing new information about a brand people are
46% 30% 24%
already aware of
Persuading people to try a brand or product 65% 25% 9%

Helping people decide which brands are relevant 40% 35% 26%

Causing a re-evaluation of a brand 42% 34% 24%

Giving enough information to make a purchase decision 35% 26% 39%

- Television remains stronger in most cases and shows its capacity to flourish Brand value and awareness
- Internet is seen as a detailed information provider to help the decision making process


Bulmers Pear – Ad Campaign

Case Study

Bulmers Adverts - Overall Recall

Q87 - Bulmers has recently launched a new Pear Cider Drink. Do you remember seeing or hearing their new Ads? Have a look at the
following list and click all that you remember.? (N=802)

 Recall (Multiple Responses):

TV 83%

Billboards and Bus Shelters 37%

Online and Internet 31%

Radio 30%

Newspapers 18%

Side of Dublin Bus 16%

Other 7%

- Bulmers Television Ads are the most recalled after the campaign (83%).
- Outdoor Ads and (37%) Online Ads (31%) are well recalled but tend to stand back .


Bulmers Adverts – Online influence


86%
TV
83%
53%
Billboards and Bus Shelters
37%
100%
Online and Internet
31%
31%
Radio
30%
33%
Newspapers Remembered Bulomers Online Ads
18% (N=249)
25%
Side of Dublin Bus
16%
All (N=802)
4%
Other
7%
- Interviewees who remembered seeing Online ads tend to remember more other kinds of ads than total sample
(Billboards and Bus Shelters, Newspapers, Side of Dublin Bus)


Recall by Internet users while watching TV


Never Rarely Regularly All

TV 81 % 74 % 87 % 83 %

Radio 27 % 32 % 32 % 30 %

Newspapers 14 % 13 % 21 % 18 %

Online and Internet 21 % 27 % 39 % 31 %

Billboards and Bus
32 % 35 % 41 % 37 %
Shelters

Side of Dublin Bus 12 % 16 % 18 % 16 %

Other 8% 11 % 5% 7%

- Interviewees who regularly watch TV and use the internet at the same time tend to remember more other Bulmers
Ads. Here we notice the influence of a simultaneous exposure on Ads recall.


Bulmers Adverts – Recall against base

 Score of Embrace the Pear Recall against iReach Recall Baseline

Online and Internet 25%

TV 23%

OOH 14%

Radio 13%

Newsprint 6%

- Online Adverts had a 25% higher recall rate over the iReach baseline, due to wide range of online Ads as well as the use
of multi-panels and rich media employed in the Online Ad production
-TV Adverts scored 23% higher recall rates against the iReach Recall Baseline, as did all other media formats
-The iReach Recall baseline is calculated on the based Consumer Recall and Impact benchmark with other campaigns


Recall: RTE Unprompted Recall of Online Ads

31%

24% 4% Do not remember any Ads from the website: 27%


Recall: Ireland.com Unprompted Recall of Online Ads

45%

18%
Do not remember any Ads from the website: 33%

38

Recall: TV3 Unprompted Recall of Online Ads

17%

3%

5%

Do not remember any Ads from the website: 43% 11%
39

Recall: Unprompted Online Ads Recall – All sites

Q81/82/83 - On the TV3, RTE and Ireland.com websites do you remember any of the special offers or Advertisers?
(N=802)

Bulmers 45%

RTE Guide 31%

AIB 24%

Visa 18%

Peter Marks 17%

Tesco Mobile 11%

- The rich media and interactive nature of the Bulmers Embrace the Pears Ad formats generated a very high
‘unprompted’ recall rate when compared to different online ad formats across leading media websites
- RTE Guide follows next in terms of unprompted recall and both Bulmers and RTE shared the same placement
on the respective website

40

The most memorable

Q84 - Of the Adverts you remember, which are the most memorable? (N=802)

1st

2nd
2nd 3rd

41

Online Multiplier

 Embrace the Pear Online Recall multiplier effect on other media
86%
TV
83% 1.04
53%
Billboards and Bus Shelters
37% 1.44
31%
Radio
30%
1.02
33%
Newspapers
18%
All (N=802) Online Multiplier
1.87
25%
Side of Dublin Bus
16% 1.56

- Interviewees who remembered seeing Online ads tend to remember more other kinds of ads than total sample
(Billboards and Bus Shelters, Newspapers, Side of Dublin Bus)


Recall of Bulmers Website Ads

Q88 - Have a look at the following Online Advert for Bulmers "Embrace the Pear" and thinking about this campaign, on a scale of 1
to 10, does such an online advert make the other Bulmers Embrace the Pear Ads (TV, Radio, Outdoor etc.) more memorable??
(N=802)

 Recall Improvement:
1=Not at all Memorable or no impact
Average /10 and 10=Where impact is Very Memorable

6.5 6.5

6.1
6 6

5.5 5.5
5.3 5.6 5.3
5 5
5.1
5.0
4.5 4.5
Remembered All Never Rarerly Regularly All
online Ads in (by frequency of watching TV while using the internet)
Q87
- The Bulmers Online Advert tends to make other Bulmers Ads more memorable.
- People watching TV while using Internet state the Bulmers Online Advert make the rest of the campaign more
memorable


iReach Market Research methods


Insight driven Research
 New Product Development
 Concept Testing
 Supply Chain and Distribution
 Customer Feedback
 Customer Satisfaction
 Mystery Shopping
 Industry Research
 Pharma & Health, Food and Drinks Sectors
 Financial Services, IT, Media and Telecoms
 Brand and Ad Testing
 Brand Awareness and Brand Values
 Ad Testing and Impact Measurement

45

Use of iReach Panels

 Custom or Ad Hoc Projects
 New Product Development
 PR and Media (Ad Testing)
 Brand Awareness and Customer Advocacy
 Regular Trackers
 Digital Pulse Tracker – Digital Consumer Trends
 Business Sentiment Tracker – Economic Trends
 Consumer Shopping Trends – Online and Retail
 Custom Panels
 Website opt-in or Online Recruitment
 Customer Panel Managed by iReach

46

iPhone Research Panel
 iReach Built Panel of 50 iPhone
Owners
 Focus Groups and In-depths (IDIs)
 Product Testing, Usability
 23% of all Mobile Phones are
Smartphones (iReach Omnibus Feb 2010)
 Market Leaders are Nokia at 40%
followed by iPhone at 31% and
Blackberry at 12%
 Represents 9%, 7% and 3% of all
mobile phones respectively

47

iReach Supported Research Methods

 Online Research
 Most Quantitative Projects now using Online
 Ad Hoc and Trackers
 Ideal for Rich Media Support (TV, Radio and Print)
 CATI
 Customer Satisfaction Surveys
 Pre-screening, Segmentation and Recruitment
 Qualitative Research
 Focus Groups and In-depths
 Video based Qualitative Research

48

iReach Online Services

 Monthly Online Omnibus for Research
 iReach Business Decisions Multibus
 iReach Consumer Decisions Multibus
 Online Focus Groups
 Website based Research
 Visitor Profiling
 Usability and Engagement
 Feedback Analytics
 iTestAds - Ad Test and Awareness
 Rich media support for Audio, Video or Print Graphics

49

Video Based Research

 iReach Consumer Decisions Panel
 Pre-screening, Segmentation and
Recruitment
 Video based Qualitative Research
 Focus Groups and In-depths (IDIs)
 Include Video with Reports
 Qualitative Research at the speed
of Online Quant
 Turnaround in 3 Days
 Polls, Diary Projects and IDIs

51

Video Research Projects

 iReach Research Panels
 Pre-screening, Segmentation and
Recruitment
 200 Members opt-in with WebCams
 50 with iPhones
 Mixed Online Qual and Quant
 Video Streaming
 Online Surveys with Video for Quant
 Online Video or Focus Groups for Qual
52

Video Streaming of Groups

53

Ad Testing

54

Video Based Focus Groups

55

Powerful Co-creation Platform

56

Realtime respondent metrics

57

Sample Applications
 Ad Testing
 Ad Measurement
 In home Ethnographies
 Package Testing
 Product Testing
 Product Tasting
 Usability
 In-store Applications
 Shelf Test
 Product Positioning and Promotion
In-store Branding
Websites and Content
58

Point of Experience
Measurement – Mobile Research


Mobile Research Illustration

60

Some Applications for Mobile Research

 Measuring Satisfaction and Advocacy
 Evaluating Signage and New Items in retail
outlets and In-store communications
 Understanding the ―Out-of-box‖ Experience
 Guaranteeing Brand Consistency
 Measure Sponsorship Brand Awareness at
Events and Venues
 Capture instant feedback on promotions
 Track shopper trends and actual behaviors
 Evaluate advertisements in field (print/TV)
61

Research Analysis and Reporting
Switch telecoms

 Detailed Analysis
Switch bank accounts to providers for better
get a better rate rates
Switch to a cheaper
utility provider
Ride bike or walk Use sales and

% To be used after recession
whenever possible Shop more online promotional discounts

 Robust and Valid Data Use price comparison
websites Do DIY
Cook at home more
often

Buy generic Product Cut back on non-

 Detailed Analysis
Less common key long term essential spending
choices but will strategies
remain

 High Quality Reporting Cut down on nights out
and takeaways

 3 Levels of findings Do not touch this at Take fewer holidays Ok for the moment but
all I won't give up on it

 Summary % Use of the strategies

 Conclusions
 Recommendations
 Quantitative
 Use Open Ends where possible
 Qualitative
 Use video where possible

62

Memberships and Partnerships
 Memberships
 AMA, AQR, ESOMAR,
 Marketing Society, MII
 Awards and Recognition
 Inspired IT Awards 2008
 Marketing Society Dec 2009
 All Island Marketing (AIM) Awards May 2010

63

Summary and Close

 Only Agency in Ireland with own or
Proprietary Research Panels
 Recognised for Research Excellence
 Select the best Approaches for each
research project
 Maximise the benefits of Qual and Quant
research methods
 Focused on Deeper and actionable Insights
 Timely and Cost Effective research projects

64

Links to more information

iReach Case Studies

Portal Demonstrations

Top Tips for Online Research
oisin.byrne@ireach.ie
Monthly Omnibus iReach Market Research
Anglesea House
www.ireach.ie Blackrock
Co. Dublin
www.ireachonline.com T. 01-400 3600


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