Streaming TV and Music Services shifting Ad Spend to Online

Streaming TV and Music Services shifting Ad Spend to Online

Recent iReach research shows that many Irish TV viewers are refusing to pay for content and looking to illegal sites for ‘free’ content knowing what they do is not legal but unworried about any consequences. Click to read more.

The rise of Dynamic Dads in Ireland – Division of family related tasks amongst Modern Day Parents

The rise of Dynamic Dads in Ireland – Division of family related tasks amongst Modern Day Parents

Dads are taking a more hands-on and dynamic approach to childcare than previous generations of fathers. A growing number of Dads are taking the lead in Grocery Shopping, Cooking family meals and being the main carer of children. But Dads in Ireland are still not great at sharing housework and tidying-up.

Headlines:

·         30% of Dads claim to be the main grocery shopper

·         Mums are more likely to buy on impulse than Dads

·         While online grocery shopping remains limited, Dads are more likely to shop online than Mums

·         25% of Dads claim to do most of the cooking at home with 20% of Dads claiming they take it in turn to cook family meals

·         12% of Dads are the main carer with a further 29% sharing childcare task equally during the week

·         25% of fathers claim that housework is shared while just 11% of women concur with this with 77% of mums saying they do most of the housework and tiding up

 Summary Findings:

30% of fathers who still have children living at home, say that they are the main grocery shopper in their household, with just a small minority of parents sharing the shopping equally. 

Planning is prevalent – 67% view a shopping list as important with surprisingly little variations between mothers and fathers in this regard.  However, mothers are more likely to buy on impulse than fathers with 23% of mums doing so compared to just 14% of dads. 

Online shop remains limited – a mere 4% of parents are doing all of their grocery shopping online with only 27% of families grocery shopping online occasionally. Dads are more likely to shop online than mums as they are less interested in being able to see or touch the grocery’s or produce.

Where applicable (i.e. parents of younger children), mothers are still the main carers of their children with 59% of mums looking after their children during the day compared to 12% of dads being the main child-carers. A further 29% of dads state they share childcare responsibility equally during the week. 

77% of mums claim they are doing most of the tidying up versus just 21% of fathers.  Of interest, 25% of dads claim that housework is shared while just 11% of mums concur with this! 

Methodology:

·         Consumer Decisions Omnibus run by iReach in April with 400 responses
·         Results filtered to only include parents with children still living at home split equally by mothers and fathers.  76% with children under 21 and 24% with children over 21.

Changing Female Purchasing Power in Ireland

iReach SheCommerce Quarterly Tracker

Each quarter iReach run our SheCommerce Tracker which is a survey of over 1,000 females in Ireland  to study changes in purchasing trends. In the changed economic reality of Ireland today, females have taken centre stage for a wider range of purchase decisions.  Irish females are highly connected and are heavily influenced by Social Media commentary. It is likely that Social Media is filling a void or disconnect for females as many feel advertisers are not ‘talking’ to them but an older stereotype of a ‘grocery mum.

Female Purchasing Power Survey Headlines:

·         Females now account for 58% of all purchase decisions in Ireland, and it’s no longer just grocery shopping
·         41% of females feel that advertisers don’t understand them with a high of 54% saying that Financial Services advertising is not targeted at them
·         Social Media has directly impacted on purchase decisions of 77% of females in Ireland

Even with such purchasing power, many females feel a disconnect with Advertising in Ireland, which is seen as targeting older ‘stereotypical norms’ of females as just the ‘main grocery shopper’.  Filling this void or disconnect is Social Media,  with 77% of adult Females in Ireland saying that Social Media commentary has directly impacted on a purchase decision.

Females now directly influence 58% of all purchase decisions including key financial decisions such as savings, pensions and investments. More Females are also directly influencing technology decisions such as PCs, Smart Devices, Broadband and Digital TV. Other male dominated purchase decisions such as cars are now more influenced by females than ever before.

Females in Ireland are heavily influenced by Social Media with 77% saying that online comments have directly impacted on their purchase decision; both having a positive impact reinforcing their decision or having a negative impact, making them change their minds.

 Impact of Social Media on Females in Ireland – Key findings

·         82% of females say positive recommendation will reinforce purchase decision
·         72% of females  say that negative comments or commentary online has made them change their minds on purchase decisions
·         83% of females say they are more likely to purchase a product or service if they can find additional recommendations about them online
·         86% of Females go online to do additional research after getting a word of mouth recommendation about a product or service (they may want to purchase), before they decide to purchase it
·         48% of females are now using their Smart Phones while out shopping. Activities include price checking, looking for promotional coupons and product review sites.  Only 6% of females in Ireland scan QR codes,

This research from iReach highlights that Brand owners and advertisers need to re-consider their target audience and reflect on the changing role of females today and their influence on the majority of purchase decisions across financial services, technology, car as well as FMCG.

Reality Check – Only 10% Dual Screening in Ireland

Reality Check – Only 10% Dual Screening in Ireland

Recent quarterly tracker research from iReach show that 55% of adults in Ireland own a SmartPhone with 33% owning a Tablet device. SmartPhone ownership is highest amongst the younder demographics while Tablet ownership peaks amongst those 35 to 54 year olds. Click link for more.....

Mobile Ad Spend - iReach estimate for Ireland

Mobile Ad Spend in Ireland running at €20m in 2012 but will boom over the next 2 years. Click on link for iReach Blog

Regular Blog from iReach on Digital Trends

Quick update on Digital Trends

iReach views on Personal Data, O2 Ireland again, Apple, TV, Music and more.......

O2 Value down over €500m – Planning for Asset Sales?

O2 Value down over €500m – Planning for Asset Sales?

This week the news for O2 is not positive as Telefónica reports at 27pc decline in profit and writes down value of stake in Ireland by €527m. Is this positioning the Irish operation for some non-core asset sales such as home and business broadband offers which would allow the business to re-focus on core mobile activities and build upon the rapid growth of Smart Phones.

Click link to see more about O2, Sky and Tesco