For the last few years I’ve put together a yearly report on how Ireland is adopting digital and social media at a rapid rate, and how our indigenous businesses are lagging behind.
This process was always part selfish and part altruistic. Proper stats that told the tale of the growth in Irish digital consumption were hard to come by, and I wanted to have a document that could give me the latest bits at my fingertips. So I decided to stick it together and also send it out for free each year.
However, given that I’m currently working in one of Ireland’s largest media groups, I have more than enough brilliant, incisive (and proprietary) media data at my fingertips that I can chop and use to understand the online habits of Irish consumers and businesses.
Another part of the reason why I stopped putting out the report was that it all became a bit trite. We know that smartphone usage and broadband access is very high here. We know we’re all addicted to Facebook and heavy social media users. We know Irish businesses could be doing more. So small changes in percentages each year seemed like minor waves as part of a bigger trend. Likewise, most data put out in PR format has some element of bias to it. As we know, Facebook, YouTube etc all have their own agenda when communicating with the public.
And in tandem, my role has changed considerably over the last few years from one that focused very much on digital and social tactics, to now taking a much broader focus on marketing/business strategy and communications effectiveness across all channels.
As a wise man once said, ‘it’s increasingly not about digital marketing, but just doing smart marketing in a digital world’.
They’re two very different things.
However, I do get a handful of people (mostly students and small businesses) landing on my site each week and sending emails asking for up to date data.
With that in mind, this time around I’ve decided just to do a simple blog post that points people in the direction of some of the latest publicly available info. I don’t unfortunately have the time or inclination to do a large report this time around, but this is pretty much the same thing without the pretty pictures and editorial!
Hopefully it proves helpful. If it does, please share it with others…
The stats below are taken from publicly available reports or articles. As per usual, I’ve done no real work here except collation, so please thank and follow the people who put out these brilliant data sources every year!
One more caveat – It’s also important to make the point that none of these stats should be taken in isolation. A proper marketing strategy should start with media neutrality and not be biased towards one channel from the outset. It should take into account the unique media consumption habits of your audience. We all need to understand how digital and social media can overlap with other channels to create a halo effect of integration. These stats should not be used alone to make a big business or marketing decision. They should maybe provide one factor in a much broader discussion around how and when you should use digital or social tactics as part of a wider framework of communication. As always, please do your own due diligence!
With that in mind, here are some of the most useful and most notable Irish digital marketing and social media stats in 2018. Steal with pride!
Irish Digital Marketing and Social Media Stats 2018
- 32% of Irish media consumers visited TheJournal.ie in the last week.
- 4% of Irish consumers have an ongoing news subscription.
- 29% of Irish internet users have installed an adblocker. The fourth highest number in the survey.
- 53% of Irish consumers use their smartphone for news.
- 41% use Facebook for news.
- 65% of adults aged 15+ have a Facebook account. 45% of these use it daily, but this is decreasing rapidly.
- Over 600 thousand adults aged 15+ in the Republic of Ireland use Instagram on a daily basis.
- 61% of adults aged 15+ have a WhatsApp account.
- 1.4 million adults aged 15+ in the Republic of Ireland use WhatsApp on a daily basis.
- 57% of adults aged 15+ have a FB Messenger account.
- Snapchat account holders are most likely to be daily active users. 66% open the app daily.
- It is estimated that, in 2017, 89% of households have access to the internet at home.
- The main reasons stated for not having a household internet connection were Do not need internet (45%) and Lack of skills (43%).
- Seven out of every ten internet users used the internet every day.
- Daily usage of the internet has increased nine percentage points since 2013.
- Clothes or sports goods were the most popular online purchase in 2017, purchased by 44% of individuals.
- Over one quarter (26%) of individuals purchased online six or more times in the previous three months.
- 89% of Irish consumers believe data privacy and protection are very important.
- 45% delete cookies from their internet browser regularly.
- 85% of Irish people over 18 use the internet daily.
- 37% of Irish people access the internet most often via a smartphone.
- 9% play games on their smartphone weekly.
- 42% watch online videos every day.
- 28% watch online content streamed on a TV set.
- 59% have purchased a product or service online in past 30 days.
- 90% of the population have access to a smartphone.
- Smartphone users in Ireland check their devices 57 times a day.
- 44% of people check their smartphones during the night.
- 40% check their device within five minutes of waking up.
- 45% of consumers have a smart television.
- 71% have access to a tablet.
- Samsung is the top brand of smartphone in Ireland, with 32% owning the brand.
- 33% have used biometrics to access their phone.
- 85% of internet users have watched ‘regular’ TV on a TV set in the last month.
- 36% have watched catch-up or on-demand on a TV set in the last month.
- 66% of internet users go online via another device while watching TV.
- 35% watch videos via their smartphone every day.
- 29% have watched online videos out of home in the past week.
Thanks for reading, and please feel free to share with others!
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