It’s further than you think

29 02 2012

The Marketing Institute of Ireland and An Post combined this week to provide us with some useful information on the differences between consumers in Ireland and consumers in the UK. Prepared and presented by Gerard O’Neill of Amarach Consulting it was very clear that there are significant differences between the two groups and marketing professionals would do well to note these when planning campaigns.

Aside from the key points highlighted by Gerard here is what I noted personally:

  1. 72% of Irish consumers are spending less this year compared to last year – no great surprise there but striking none the less, especially if you are in the retail trade;
  2. Facebook is trusted to be “honest and fair” by only 23% of those surveyed with social networking in general faring even worse at 18%. Google scored quite well coming in at 48% (only the Gardai and An Post scored higher). Banks, unsurprisingly, came in at just 6% with the Government coming in at 4%;
  3. Trust in advertising channels very much favours traditional mass media channels (TV, radio, newspapers) with new media channels showing very high levels of distrust. Adverts in games/apps are trusted by only 15% of Irish respondents, for example;
  4. Mobile phone and internet access is extremely high in Ireland. Internet access at home is at 97% while mobile internet access is at 54% and rising quickly.


New media, with the possible exception of Google, still has to earn the trust of consumers. However, people are very comfortable online and brands that get the communication process right have the potential to be very successful. In reality, a mix of traditional and new media is still required to deliver results.


Demography is destiny

26 09 2011

At the September 2011 Marketing Breakfast Gerard O’Neill of Amarach┬áConsulting gave 120 guests an insight into Ireland’s current baby boom. Research conducted for Eumom produced some interesting results. From a marketing perspective some of the following jumped out at me:

  • 77% of households have less income in now than they did last year
  • Irish mothers have significant influence on household spending decisions
  • 97% of respondents are in a loyalty scheme
  • Coupons or vouchers are extremely popular with Irish mothers
  • Online marketing: Irish mothers trust the information received from online communities
  • Irish mothers have a strong sense of brand loyalty

Download the presentation if you want all the details

Note: thanks to Gerard O’Neill for the great title.