1. iReach Market ResearchDeeper Insights | Better Research
Social Media in Ireland 2010 Oisin Byrne Managing Director
[email protected] Market Research
2. 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 2iReach Market Research
3. 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 iReach Market Research
4. 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 4iReach
Market Research
5. Reference Clients 5iReach Market Research
6. Best in Class Fieldwork and Analysis Integrated Research
Platform 6iReach Market Research
7. Consumer Trends implications for Marketing and Brand
Awareness 7iReach Market Research
8. Adoption of New Media Channels Convergence Personalisation
Broadband & accessibility Proliferation of communication
channels 8iReach Market Research
9. The Digital Consumer More informed and empowered More
interconnected and communicativeNew 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 9iReach
Market Research
10. Map of Social Media 10iReach Market Research
11. 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. 11iReach Market
Research
12. Brands will continue to be highlyexposed 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 12iReach Market
Research
13. The relative importance ofcommunicating image and
deliveringvalue by touch point 13iReach Market Research
14. Social Marketing adds many newtools to the marketers tool
kit 14iReach Market Research
15. Internet and TV UsageiReach Market Research
16. Growing Trend - Watching TV whileusing 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 SampleWe see
a growing trend of simultaneous consumption of media with 52% of
the interviewees tend to watch TV whileusing the internet on a
regular basis. Often this is catching up on work and personal
emails, Social Networking orhobby related areas. Examples include
Flickr, Facebook and YouTube.iReach Market Research
17. Who is watching TV while usingthe 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 highestlevels of 25-34 year olds, who
are more likely to be active Social Networkers with 35-44 year olds
are likely to beengaged in work related activates.iReach Market
Research
18. 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 TV100
Catch-up with broadcast TV programmes that have been missed 56%
Never80 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. iReach Market Research
19. 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. iReach Market Research
20. Attitudes towards advertisingiReach Market Research
21. 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 positivelyWhen compared to
other media channels, TV has the highest rate of recall as well as
impact based on firstpreferences mean scores, followed by Radio
Adverts. Print media scores well, led by Newspapers while
Onlinescores lowestiReach Market Research
22. Advertising: Positive recall byPreferences Q50: Which types
of Advertising do you remember most positively? (N=1000) 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 iReach Market Research
23. Advertising: Positive recall byMean Q50: Which types of
Advertising do you remember most positively? (N=1000) 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
Outdoor Ads (Bus Shelters, 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 iReach Market
Research
24. Advertising: Positive Impact byPreferences 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% Outdoor Ads (Bus Shelters, 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
othercategories show a reduction in impact over recalliReach Market
Research
25. Advertising: Recall and ImpactComparisons Q50: Which types
of Advertising do you remember most positively? (N=1000) 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 ismore 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
youngerconsumer groups.- Newspaper Ads also show a positive
improvements in terms of influencing a product purchase especially
amongstolder Age demographicsiReach Market Research
26. 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 iReach
Market Research
27. 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 networkingsites
(45%)iReach Market Research
28. TV advertising versus OnlineAdvertising 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 havent heard of before 0% 0% 10% 20% 30% 40% 50%
60% 70% 80% 90% Impact of TV Ads (%)iReach Market Research
29. TV advertising versus OnlineAdvertising 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 havent 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 iReach Market Research
30. Bulmers Pear Ad Campaign Case StudyiReach Market
Research
31. 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
. iReach Market Research
32. Bulmers Adverts Online influence 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): 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) iReach Market Research
33. Recall by Internet users while watching TV 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): 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. iReach
Market Research
34. 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
iReach Market Research
35. Recall: RTE Unprompted Recall of Online Ads 31% 24% 4% Do
not remember any Ads from the website: 27%iReach Market
Research
36. Recall: Ireland.com Unprompted Recall of Online Ads 45% 18%
Do not remember any Ads from the website: 33% 38iReach Market
Research
37. Recall: TV3 Unprompted Recall of Online Ads17% 3% 5% Do not
remember any Ads from the website: 43% 11% 39iReach Market
Research
38. 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
40iReach Market Research
39. The most memorable Q84 - Of the Adverts you remember, which
are the most memorable? (N=802) 1st 2nd 2nd 3rd 41iReach Market
Research
40. 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) iReach Market Research
41. 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
Memorable6.5 6.5 6.1 6 65.5 5.5 5.3 5.6 5.3 5 5 5.1 5.04.5 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
42. iReach Market Research methodsiReach Market Research
43. 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 45iReach Market Research
44. 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 46iReach Market
Research
45. 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 47iReach Market Research
46. 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 48iReach Market Research
47. 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 49iReach Market Research
48. 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 51iReach Market
Research
49. 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 52iReach Market Research
50. Video Streaming of Groups 53iReach Market Research
51. Ad Testing 54iReach Market Research
52. Video Based Focus Groups 55iReach Market Research
53. Powerful Co-creation Platform 56iReach Market Research
54. Realtime respondent metrics 57iReach Market Research
55. 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 BrandingWebsites and Content 58iReach Market
Research
56. Point of Experience Measurement Mobile ResearchiReach
Market Research
57. Mobile Research Illustration 60iReach Market Research
58. 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 iReach Market
Research
59. 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 wont give up on it Summary % Use of the strategies
Conclusions Recommendations Quantitative Use Open Ends where
possible Qualitative Use video where possible 62iReach Market
Research
60. 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 63iReach Market Research
61. 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
64iReach Market Research
62. Links to more information iReach Case Studies Portal
Demonstrations Top Tips for Online Research [email protected]
Monthly Omnibus iReach Market Research Anglesea House www.ireach.ie
Blackrock Co. Dublin www.ireachonline.com T. 01-400 3600iReach
Market Research