PR360 – EMC Big Data Research
A Presentation Prepared For :
August 2013
By
S13-150
2
A. Background & Objectives
B. Methodology
C. Profile of Sample
MAIN FINDINGS:
SECTION 1: Social and Media Usage
SECTION ...
3
As internet usage in Ireland has
reached approximately 80% and
half of Irish adults now own a
smartphone, the volume of ...
4
A number of questions were placed on the Amárach Research
June omnibus. The omnibus survey is a syndicated survey
whereb...
5
C. Sample Profile
Male
Gender Age Social Class Region
% % % %
Female
16-24
35-44
45+
ABC1
F50+
C2DE
F50-
Dublin
Rest of
...
MAIN FINDINGS
7
Site Membership
(Base: All Irish adults – 1,000)
(Q.1a)
(78%) (32%) (27%)(42%)
Only Facebook
Facebook & YouTube
Facebook...
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%...
9
Access Channels Used Most Often
(N=783)
%
Laptop
PC
Smartphone app
Tablet
Smartphone browser
Games Console
Smart TV
Don’...
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 a...
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 s...
EMC Big Data Research August 2013
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EMC Big Data Research August 2013

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

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EMC Big Data Research August 2013

  1. 1. PR360 – EMC Big Data Research A Presentation Prepared For : August 2013 By S13-150
  2. 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. 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. 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. 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. 6. MAIN FINDINGS
  7. 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. 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. 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. 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. 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
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