Facebook Statistics Ireland (May 2012)

The second post on Social Media statistics for Ireland looks at how we use Facebook.

From the first post, looking at social media in general, we can see that Facebook is by far and away the most popular social network. It’s used by 53% of the population of the country. According to Ipsos MRBI this makes it 3.5 times as popular as the next social network – Twitter. The amount of people using Facebook has increased by 6% since May 2011 – which is the highest single jump since Ipsos began reporting in Feb 2012.  However, what I don’t have access to is the amount of time people are spending on Facebook or any social network in Ireland for that matter, although international research would indicate that we are spending more time on Facebook, not less.

Facebook in Ireland

The Facebook analytics company Socialbakers is a great source of data related to Facebook. It’s figures differ slightly to those of Ipsos MRBI when it says;

  • Facebook is used by 46% of the total Irish population (Iposos said 53%, 1)
  • This means almost 70% of the total online population of Ireland are on Facebook (4)
  • There’s 2.1 million Facebook accounts registered to Irish people. However this isn’t to say 2.1 million people use Facebook as this will include duplicate accounts
  • 53% of users log in daily (9)
  • 83% of users log in at least fortnightly (3)

Facebook by age group (1)

From the Ipsos MRBI survey;

  • 85% of 15 – 24 year olds are on Facebook
  • 62% of 25 – 34 year olds
  • 56% of 35 – 44 year olds
  • 31% of 45 – 54 year olds
  • 29% of 55 – 64 year olds
  • 9% of those aged 65+
  • The average age of Facebook user in August 2011 was 30.5 years.

Facebook by Gender (4)

  • Females account for 53% of users and males 47%

Facebook by social classification (1)

  • 56% of ABC1
  • 44% of C2DE
  • 18% of Farmers

Irish Kids 9 to 12 years of age on Facebook (7)

In a January 2011 study into Irish kids and teenagers use of social media conducted by the London School of Economics, (LSE) found…

  • 21% of Irish kids aged 9 – 12 years have a Facebook profile
  • 49% of this group admitted to faking the age on their profiles
  • 14% of this group admitted to having their profiles set to public
  • 6% listed their home address and telephone number on their profile
  • 11% listed their school
  • 8% have more than 100 contacts
  • 25% contacted people they didn’t know (apart from through the internet) on social networks (including Facebook and others)

Irish teen’s 13 to 16 years of age on Facebook (LSE)

  • 47% of Irish teen’s aged 13 – 16 years have a Facebook profile
  • 14% of this age group admitted to faking the age on their profile
  • 8% of this age group admitted to having their profiles set to public
  • 11% listed their home address and telephone number on their profile
  • 58% listed their school
  • 35% have more than 100 contacts
  • 22% contacted people they didn’t know (apart from through the internet) on social networks (including Facebook and others)

Facebook Use Among 3rd Level Students (5)

In a November 2011 UPC study into the use of social media by 3rd level students found:

  • 96% of 3rd level students use Facebook (5)
  • 75% of 3rd level students use Facebook as their main communication channel, compared with 6% who use email (6)

Facebook in Politics (8)

In a study by Dr Ciarán McMahon, a lecturer in psychology at Dublin Business School, into last year’s Irish elections, he found;

  • Candidates who had a Facebook account received 4,402 votes on average
  • Candidates who did NOT have a Facebook account received 2,100 votes on average
  • Candidates who had a Twitter account received 4,885 votes on average
  • Candidates who did NOT have a Twitter account received 2,676 votes on average
  • 78% of candidates had a Facebook account
  • while 57% had a Twitter account

Top 10 Check-in Places

  1. Dublin Airport – 38,034 check ins
  2. Temple Bar – 22,127
  3. The O2 Arena – 18,584
  4. Dublin Airport Terminal – 15,578
  5. Cork Airport – 10,744
  6. Olympia Theatre – 7,623
  7. Cineworld – 6,701
  8. St. Stephen´S Green – 6,638
  9. Blanchardstown Centre – 5,987
  10. Shelbourne Hotel – 3,826

Top 10 Check-In Place’s outside of Dublin (national position)

  1. Kildare Village – 2,989 Check-ins (16th)
  2. Cork International Airport Hotel – 2,431 (26th)
  3. Cliffs of Moher – 2,225 (30th)
  4. The Quays Pub, Galway – 1,886 (44th)
  5. Fota Island – 1,639 (53rd)
  6. Geoff’s Bar, Waterford – 1,446 (71st)
  7. Mantra, Maynooth – 1,288 (79th)
  8. The Marshes Shopping Centre, Dundalk – 1,269 (80th)
  9. Shannon – 1,263 (82nd)
  10. Drumoland Castle Hotel – 1,227 (86th)

Irish Brands on Facebook

Socialbakers is an incredible source of information on brands using Facebook in Ireland. Their table of brands with the most fans is a little skewed as it also includes international pages of Irish brands. These international pages are aimed at a larger audience and so are not directly comparable to pages of brands who only operate in Ireland. But it’s still worth a read.

References

  1. Ipsos MRBI Feb 2012
  2. Facebook.com
  3. Ipsos MRBI Nov 2011
  4. SocialBakers.com
  5. UPC
  6. Data Solutions
  7. London School of Economics
  8. Dr Ciarán McMahon study
  9. Ipsos MRBI May 2012
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