Irish consumers are sharing more and more information about themselves online - as revealed in our latest research for EMC.

1. PR360 – EMC Big Data Research
A Presentation Prepared For :
August 2013
By
S13-150

2. 2
A. Background & Objectives
B. Methodology
C. Profile of Sample
MAIN FINDINGS:
SECTION 1: Social and Media Usage
SECTION 2: Personal Information Shared
KEY HIGHLIGHTS
Table of Contents

3. 3
As internet usage in Ireland has
reached approximately 80% and
half of Irish adults now own a
smartphone, the volume of ‘big
data’ being entered is increasing
rapidly.
This research set out to discover
the level of information shared
and awareness of ‘big data’
mining.
A. Background & Objectives

4. 4
A number of questions were placed on the Amárach Research
June omnibus. The omnibus survey is a syndicated survey
whereby clients can include questions within the survey.
A total sample of 1000 was achieved with quotas set on gender,
age, social class and region to achieve a sample aligned with
national population. Due to the high proliferation of the internet
among the Irish population, the Amárach Research omnibus is
completed fully online.
Interviewing fieldwork dates were June 10th – 15th.
Research Methodology

5. 5
C. Sample Profile
Male
Gender Age Social Class Region
% % % %
Female
16-24
35-44
45+
ABC1
F50+
C2DE
F50-
Dublin
Rest of
Leinster
Munster
Conn/
Ulster
Quotas were set to ensure the sample attained is representative of the Irish
population, any sampling error is corrected with minor data weighting.
25-34
(Base: All adults 16+ – 1,000)
55+

6. MAIN FINDINGS

7. 7
Site Membership
(Base: All Irish adults – 1,000)
(Q.1a)
(78%) (32%) (27%)(42%)
Only Facebook
Facebook & YouTube
Facebook, Twitter & YouTube
Facebook, Twitter, LinkedIn &
YouTube
Facebook & LinkedIn
Facebook & Twitter
Only YouTube
Facebook, LinkedIn & Youtube
27
13
11
11
6
5
4
3
%
Facebook, Twitter & LinkedIn
Only LinkedIn
Only Twitter
LinkedIn & YouTube
Twitter & LinkedIn
Twitter, LinkedIn & YouTube
Twitter & YouTube
None of these
3
2
1
1
*
*
*
13
%
Nearly 8-in-10 Irish online adults have Facebook, two-in-five have YouTube, one third have Twitter, and
over a quarter have LinkedIn. 27% of adults only have Facebook while Facebook & YouTube is the
second most popular combination.

8. 8
Site Membership – Demographics
(Q.1)
Total 78% 32% 27% 42%
Male 74% 36% 32% 49%
Female 82% 28% 21% 36%
15-24 89% 51% 22% 74%
25-34 91% 34% 30% 52%
35-44 70% 29% 32% 44%
15-54 74% 23% 20% 26%
55+ 70% 24% 27% 23%
Dublin 78% 33% 31% 46%
ROL 77% 29% 23% 40%
Munster 79% 33% 26% 44%
Conn/
Ulster
79% 31% 27% 38%
ABC1 76% 36% 35% 43%
C2DE 80% 28% 19% 42%
(Base: All Irish adults – 1,000)
Facebook, Twitter, and YouTube are noticeably more popular among the younger age cohorts (age 15-
34), although LinkedIn is most popular among those aged 35-44 and the higher socio-economic group.
Males are more likely to be members of LinkedIn and YouTube.

9. 9
Access Channels Used Most Often
(N=783)
%
Laptop
PC
Smartphone app
Tablet
Smartphone browser
Games Console
Smart TV
Don’t know
55
20
13
6
4
*
0
1
(Q1b)
Most social media sites are accessed through laptops/PC’s most frequently, although 1-in-4 Twitter
users say they are most likely to use their dedicated smartphone app. LinkedIn users are more likely to
identify the PC as their main access channel versus other site users.
(N=317)
%
46
15
24
6
7
*
1
1
(N=267)
%
58
24
11
3
3
0
*
1
(N=424)
%
60
17
10
7
2
*
1
1
(Base: All who are members of at least one of these sites - 869)

10. 10
Visiting and Adding Content
(N=783)
%
17
13
14
14
11
7
18
5
1
55
24
9
5
2
2
2
*
*
(Q2/3)
Given the nature of LinkedIn and YouTube, it is not surprising that people visit much more
frequently than they add content. This difference is not as pronounced for Facebook and Twitter
although Facebook users add content most often.
(N=317)
%
(N=267)
%
(N=424)
%
11
8
11
9
15
7
25
13
2
33
16
17
14
7
5
8
*
1
2
7
4
8
7
12
41
17
1
11
14
20
23
13
7
8
3
1
5
6
4
4
5
5
31
39
1
34
20
24
15
5
2
1
*
1
Add Visit
More than once a day
Once a day
Once every 2/3 days
Once a week
Once every 2/3 weeks
Once a month
Less often
Never
Don’t know
(Base: All who are members of at least one of these sites - 869)

11. 11
Change in Content Adding Frequency
7
17
48
17
7
4
Relative to
last year
%
Those aged between 25-34 are most likely to say they will increase the frequency with which they add
content to these sites, while those aged 45-54 are least likely to say so. Across social media sites, Twitter
users are most likely to say they will add content more frequently moving forward.
(Base: All who are members of at least one of these sites - 869)
(Q4)
Demographics for those who
have increased frequency
%
Much more often
More often
Same as last year
Less Often
Much less often
Don’t know
Gender
– Male
– Female
Age
– 15-24
– 25-34
– 35-44
– 45-54
– 55+
22
25
27
29
21
14
22
(N=203)
%
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Social Class
– ABC1
– D2DE
27
21
18
21
26
24%
24%
25