Mediaboss Marketing

Growth in the more established social media platforms has slowed here, while newer mobile-based apps are gaining ground, according to the latest research into Irish social networking habits.

Ipsos MRBIs quarterly survey of 1,000 Irish adults aged 15 and over has shown that while just 22% of people use photo-messaging app Snapchat, it is second only to Facebook in terms of the proportion of users who use the medium on a daily basis.

Facebook remains the social networking platform with the most account holders in the country, with 61% of people having an account. This is followed by Twitter (29%), LinkedIn, Google Plus (both 24%), and Instagram (18%).

Skype is the largest social messaging medium in Ireland, with half of adults having an account. It is followed by Viber (40%), Facebook Messenger (39%), Whatsapp (31%), and Snapchat (22%).

However, the survey shows that while just over one in five Irish people have a Snapchat account, it has recorded a higher growth in the number of users than any other medium since Ipsos MRBI first recorded its usage last November.

In November 2013, just 13% of Irish people had a Snapchat account, which has since increased to 22%.

Snapchats growth is bolstered by the frequency with which it is used 63% check the app every day. This daily usage rate compares favourably to Twitter (38%), LinkedIn (13%), and Skype (7%). Nearly half of Whatsapp users avail of the service on a daily basis.

Communications consultant Damien Mulley said the results show that Facebook, which also owns Whatsapp, Facebook Messenger, and Instagram, remains the dominant player in the social media market.

However, Mr Mulley said the slow growth of older social networks that were originally accessed via desktops compared to the more mobile-friendly newer entrants to the market suggests that social networking traffic is now predominantly mobile-driven.

He said he is now advising clients to engage with Snapchat to build up a following as its users are a lucrative market of people aged under 30 with discretionary income.

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Slowdown in growth of social media sites