1. iReach Market Research
What media channels are influencing
Irish Female Consumers?
6th October 2011
Oisin Byrne
Managing Director,
iReach Market Research
1
oisin.byrne@ireach.ie

2. Introduction to iReach Market Research
• Research Market somewhat traditional in Ireland
• New Technologies and Online innovations have the
potential to add real, measurable benefits to market
research
• Such ‘tech savvy’ techniques are an enhancement, rather
than replacement of more traditional research methods
• Shift Research from our methods - to listening to
consumers in their ways, natural to them, in their
environment
• Deeper Insights through Better Research

3. Background to SheCommerce Research
• Innovation
– Only Agency with own 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

4. iReach Service Excellence
• 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
– 2011 Media Awards – Best Research Initiative

5. Changing Media Consumption
What media channels are influencing Irish
Female Consumers?
5

6. Evolution of Content and Media Consumption
 Convergence
 Personalisation
 Broadband & accessibility
 Proliferation of communication channels

7. Evolution of 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

8. How Marketing can Engage with Social Media

9. Social Media changes Brand Marketing
• Customers 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
• Males more likely to Contribute, Vote and
Comment
• Females more likely to Comment, Converse,
and React

10. sheCommerce Research Project
From Grocery Mum to Today’s Mum
11

11. On their own, women account for 58% of all consumer
purchases in Ireland
• 60% Food and Retail
• 60% Pharmaceuticals
• 60% New Homes
• 60% Holidays
• 59% Healthcare
• 56% Financial Services
• 54% New Cars
• 51% PCs

12. Women influence 89% of all consumer purchases in
Ireland that they have a role in buying
• 97% Food and Retail
• 97% Pharmaceuticals
• 97% New Homes
• 96% Holidays
• 96% Healthcare
• 91% Financial Services
• 68% New Cars
• 63% PCs

13. 41% of women in Ireland say advertisers don’t
understand them
• Across all purchase categories 41% of women
say that advertisers don’t understand them
• 54% feel misunderstood by investment
marketers
• 44% feel misunderstood by automotive
marketers
• 43% feel misunderstood by healthcare
marketers
• 38% of women feel misunderstood by food
marketers

14. Case Study on Finances
Personal Finances and Wealth Management
• 29% of Males and 51% of females in Ireland believe
females are better at managing money
• 57% are concerned with Wealth Preservation
• 48% of females are actively involved in investment
planning and decisions with 49% stating they are the
main decision makers when it comes to investments and
savings
Marketing Disconnect
• 73% of females are confused and frustrated with ‘jargon’
or financial terms used by financial institutions in Ireland

15. What is causing this disconnect ?
Breakdown of Trust
• Brand Power shifting to the Consumer
• Falling Trust in Business, Government and Media
• Impact of the Financial Crisis
• Changing face of females in Ireland today
Roadmap to Trust
• Power of the Crowd and Community
• Advocacy and Word of Mouth
• Social Media changing sources of Trust
• Media and Advertising not aligned to today’s female

16. 50% of females use Social Networks every day
• One-quarter of women aged 18-34 check Facebook first
thing in the morning
• Another 20% of women aged 18-34 check Facebook late at
night.
• The fastest-growing demographic is women age 55+, up
75% in the last 3 years
• While men make up the majority of Internet users, women
spend more time online, and more time on social
networking sites than males in Ireland
• 72% of all women online regularly visit a social networking
site compared to 60% of all men in Ireland
• Facebook is used as a central point by more females than
males for content sources such as news, entertainment and
promotions/deals

17. Females Comment, Converse and React
• Negative or Positive Social Media comments or
recommendations has directly impacted the purchase
intent of 76% of females in Ireland
• 80% of females say positive recommendation will
reinforce purchase decision
• 71% of females in Ireland say that negative comments or
commentary online has made them change their minds
on purchase decisions
• 85% of females in Ireland say they are more likely to
purchase a product or service if they can find additional
recommendations about them online
• Twice the amount of females than males will start
searching for a product at the retailers website over a
search engine

18. Traditional media remains most impactful and
recalled Ad Channel by females in Ireland
5 4.5 4 3.5 3 2.5 2 1.5
1.5
TV Ads 2
2.5
Impact
3
Radio Ads 3.5
Magazine Ads Newspapers Ads
Outdoor Ads 4
Online or Internet 4.5
Ads
5
Remembered positively

19. Traditional Ads have higher impact with Online
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 (%)

20. WoM re-orders purchase impact of media channels
• Media channels that have the strongest
influence on females ranked
– Personal or Word of Mouth Recommendations
– Online Social Network Recommendations
– TV
– Radio
– Newsprint
– Search Engines
– Outdoor Advertising
– Corporate Marketing and PR

21. Positive Online Comments increase Impact of Ads
iReach Advertising Media Multiplier(iAMM)
86% 1.04
TV
83%
53%
Billboards and Bus Shelters 1.44
37%
100%
Online Comments
31%
31%
Radio 1.02
30%
33%
Newsprint
18% Ad Recall and Online Comments
1.87
25%
Dublin Bus
16%
4% All Ad Recall by channel 1.56
Online Ads
7%

22. Deeper Insights | Better Research
Summary
23

23. Summary and Close
• Today’s females in Ireland have a much wider influence
on purchase decisions
• Brand and Product Marketing needs to shift from
Grocery Mum stereotype to a more current view
• Due to fall in trust, advocacy and recommendations are
more important than ever before
• Word of Mouth remains the most important source of
advocacy followed by online commentary
• Brands need to create conversations with females and
contribute to social media in an open and honest way
• Positive Online Advocacy and Commentary has
multiplier effect on impact of traditional media

24. Questions and Close
oisin.byrne@ireach.ie
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com