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A study carried out by Red C Research commissioned by Independent News & Media
Profile of the Irish Online Audience and content categories they consume on Independent.ie
IntroductionIn August 2015 Red C carried out extensive market research on the Irish online audience. The aim of this research is to understand what, how and when the Irish online population are consuming content on their desktops, tablets and phones. Respondents were recruited based on their high level of online activity and aged 18 – 49 years.
In order to effectively understand this audience a two-pronged approach was adopted of both quantitative and qualitative research. The quantitative research included an online survey of 1,005 people. And the qualitative research was made up of 4 focus groups, two in Dublin and two in Athlone.
We are delighted to share with you in this booklet that this research shows that the Irish Online Audience’s behaviour and media consumption is in line with our audience making independent.ie a great representation of the online consumer.
Please get in touch to find out more and learn how we can use this research to optimise your advertising campaigns even more.
Best wishes,
Karen PrestonGroup Advertisement Director at Independent News & Media
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Working Status
FT/PT
Unemployed
Housewives
Students
Retired
7%
13%
8%
1%
Dependent Children
Yes
No
45%55%
Gender
Male
Female
48%52%
Age
35-4425-3418-24 45-49
19%
32%
13%
36% 71%
Married/Living as married Single Other
59%
Marital Status
3%38%
The Irish Online AudienceThis is the profile of the 1,005 respondents we surveyed aged 18–49 who are highly engaged online and have a smartphone.
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Living Arrangements
In private rentedacommodation
In own home with mortage
In own home with no mortgage
In family/parents home
In council providedaccomodation
34%
18%
6%
4%
Social Grade
Lower
Higher
39%
61%
Commuter Belt Region
Area
Rural
Urban
No
Yes
73%
27%
44%
56%
37%
Dublin
Region
Conn/UlsterMunster
32% 17%27%
Rest of Leinster
24%
The Irish Online AudienceThis is the profile of the 1,005 respondents we surveyed aged 18–49 who are highly engaged online and have a smartphone.
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The following pages illustrate the profile of the Irish Online audience interested in each content category. Participants were asked to score how interested they were in a content category on a scale of 1 to 10. Those who scored 6 or more on the scale were deemed interested and included in the content category profiles.
Content category types include:
What is the profile of users in each content category type?
Business Life
News Sport Style
Entertainment
NewsIndependent.ie ranks in the top 3 news sites that participants visit regularly. 83% believe trust and credibility are important when deciding where they read the news. Independent.ie scored highly as a trusted and credible news source.
Breaking news & Irish news are the aspects of news that the Irish online audience are most interested in.
Working Status
Working
Not Working
74%
26%
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
78%
Male
Female
54%
46% 49%36%15%
Social ClassLower
Higher
AreaRural
Urban
Dependent Children
64%
36%
Yes
No
48%
52%76%
24%
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SportIndependent.ie App ranks in the top 3 apps used to consume Sport content. 73% said comments & analysis from well known sports personalities were important when choosing where to consume Sport content.
Independent.ie was ranked by participants as the top news site for it’s wide range of contributors and analysis in Sport content. Soccer, GAA and Rugby are the top 3 sports participants are most interested in.
77%
23%
25%
75%
36%
64%47%
53%
52%47%38%
15%
Working Status
Working
Not Working
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
Male
Female
Social ClassLower
Higher
AreaRural
Urban
Dependent ChildrenYes
No
68%
32%
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Business
79%
21%
49%36%15%39%
61%
25%
75%
31%
69%
47%
53%
Working Status
Working
Not Working
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
Male
Female
Social ClassLower
Higher
AreaRural
Urban
Dependent ChildrenYes
No
Independent.ie ranks number 1 for Business sites that participants visit regularly.79% believe trust and credibility are important when deciding where they read Business news.
Independent.ie ranked as a trustworthy and reliable source for Business news. The areas participants are most interested in are Personal Finance, Technology and Irish Business.
47%
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Life
73%
27%
26%
74%
38%
62%
52%
48%
46%35%19%
74%59%
41%
Working Status
Working
Not Working
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
Male
Female
Social ClassLower
Higher
AreaRural
Urban
Dependent ChildrenYes
No
Independent.ie ranks number 1 in lifestyle sites that participants visit regularly58% believe content being up to date is vital when they are choosing where to get Lifestyle content. Participants ranked independent.ie highly for up to date content and a good range of content contributors.
Food & Drink, Health & Well-being and Travel rank as the top three areas participants are most interested in.
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Entertainment
30%
40%39%21%
62%
38%
61%
25%
75%
40%
60%
42%
58%
Working Status
Working
Not Working
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
Male
Female
Social ClassLower
Higher
AreaRural
Urban
Dependent ChildrenYes
No
Independent.ie ranks in the top 3 sites for Entertainment that participants visit regularly. 61% believe ease of use is important when they are choosing where to get entertainment content.
Independent.ie ranked in the top 2 sites as an entertainment platform that was easy to use and navigate. Movies, Television and Music rank as the top 3 areas participants are most interested in.
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Style
70%
30%
37%40%23%
48%
79%
21%
27%
73%
42%
58%
45%
55%
Working Status
Working
Not Working
Interest Gender Age
% Interest (6-10 Score) 35-4925-3418-24
Male
Female
Social ClassLower
Higher
AreaRural
Urban
Dependent ChildrenYes
No
Independent.ie ranks in the top 3 Style sites that participants visit regularly.63% said that the experience on mobile is important to them when choosing where they consume Style content.
Fashion, Beauty and Celebrity news rank as the top 3 areas participants are most interested in. Independent.ie scored the highest against competitors as being reliable for this content.
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How the Irish Online Audience behave on Independent.ie
Independent.ie ranked in the top 3 position in every vertical – News, Business, Sport, Style, Life, Entertainment & Travel
We are strongly trusted and credible across all verticals
30% of those surveyed said they use independent.ie regularly for content
3 in 5 of those surveyed consume the Independent content online or in print
Those surveyed visit the same sites multiple times a day
The online generation fully embrace and enjoy their time online, they see it as a valuable tool in creating social currency and relaxation
They trust independent.ie to provide valuable and interesting content
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Planning your next campaign with us?Our research has proved…
We can help your brand target our audience at the right time with the right messaging on the best platform
We can reach the right audience at the right time of day
We can reach the demographic you are specifically targeting
We can cut through the noise with relevant and timely communication across our verticals
We can eliminate waste through targeted campaigns so you get the most from your budget
We can help you increase the effectiveness of your campaigns to deliver real results through optimisation
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Our 360° campaignsOur 360° campaign approach ensures we can leverage all aspects of Independent News & Media - that is how we connect, capture & share.
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Newspapers
Dedicated Hub
Native Content
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Our Contact DetailsPlease get in touch with our team at Independent News & Media for all your advertising needs.
Independent News and Media, 27 — 32 Talbot Street, Dublin 1T +353 (1) 705 54 01 E [email protected] www.inm.ie
Group Agency Manager Andrew McDermott [email protected]
Head of Digital Sales Julian Hecksher [email protected]
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