This document summarizes the findings of a survey on social networking in Ireland conducted in July 2010 with 850 online interviews. It found that: 1) 70% of respondents were members of Facebook, 52% of Bebo, and 15% of LinkedIn. On average, members had been on these sites between 1.8 to 3.5 years. 2) LinkedIn membership skewed male, over 35 years old, and from higher socioeconomic backgrounds. Facebook and Bebo were more evenly split across gender and age. 3) The most common activities on Facebook and Bebo were staying in touch with friends and posting photos. On LinkedIn, users most often looked up new contacts and stayed connected

1. 1
Social Networking in Ireland
Amárach Research
August 2010
© Amárach Research

2. 2
B. Research Methodology
Quantitative Methodology
850 Online Interviews
16+ year olds nationally
representative sample
Data collection conducted in
July 2010.

3. 3
Social Communities
(Base: 850 Sample Online Irish Adults 16+)
% % %
%
15% 9%
Members of
70%
 Average length of 1.8 yrs 3.5 yrs 1.8 yrs
time as a member
 Average time spend
on:
– Weekday 1.6 hours 1.4 hours 1.9 hours
– Weekend day 1.7 hours 1.3 hours 0.6 hours
26% were
members of
none of these.

4. 4
Member Profiles
(Base: 850 Sample Online Irish Adults 16+)
90%
79%
80%
LinkedIn is predominantly male, over 35 and ABC1
70%
59%
60% 56%
52%51% 52%
48%49% 48%
50% 47%
44%
41%
40% 35%
30% 26% 25% 25% 25%
21% 21% 21%
19%
20% 14%
12% 13%
11%
10% 6%
0%
0%
Male Female 16-24 25-34 35-44 45-54 55+ ABC1 C2DE
Facebook Bebo LinkedIn
%ages within each category (gender, age, class) add to 100%

5. 5
Activities – Facebook & Bebo
(Base: All members)
% %
Stay in touch with friends that
79 Make new friends 27
you rarely see in person
Post comments on your friends
56 Post information about yourself 23
page
Look at other peoples Look at other peoples (total
(friends/acquaintances) 56 strangers) pictures 15
pictures
Stay in touch with friends that Visit other peoples (total
you see a lot 55 strangers) network sites 12
Organise dates with
Post photographs 51 friends/acquaintances 12
Visit other peoples
(friends/acquaintances) 48 Flirt with someone 8
networking sites
Post comments on strangers
Play games 34 pages 3
Make plans with your friends 32 Create quizzes 3

6. 6
Activities – Linked In
(Base: All members)
%
Look up new contacts 59
Stay in touch with old colleagues/friends/current contacts 50
Browse for possible jobs 49
Update my work/project status 45
Browse contacts status updates 33
Browse for possible people to hire 10

7. To find out more about our research and services contact:
Amárach Research
11 Kingswood Business Centre
Citywest Business Campus
Dublin 24
T. (01) 410 5200
E: gerard.oneill@amarach.com
W: www.amarach.com

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