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State of the Net
essential eBusiness intelligence for Irish managers                                                                  www.amas.ie

A quarterly bulletin on online activity in Ireland                      ISSN: 1649                                   issue 22 Autumn 2011



Where are you on planet Google?                                                                       In numbers


                                                                                                                              €48m
                                                                                                      Value of Irish search advertising market1


                                                                                                                                   54%
                                                                                                          Proportion of small business owners
                                                                                                          who would pay for a search listing2


                                                                                                                               €9.18
                                                                                     © AM
                                                                                         AS
  Aileen O’Toole,                                                                           gra
                                                                                               ph         Example of costly keywords, in this
  Managing Director,                                                                                         case “solicitors personal injury”
                                                                                                 ic

                                                                     (w
                                                                       ww
  AMAS                                                                   .am
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It’s on the marketing wish      improved and marketed. As            preferences for the goods                     Sources: 1 IAB Ireland/PwC
list for many businesses        Google continuously develops         and services on offer. Used                   Adspend study 2010
– get to the top of the         its search platform and its          well, such data can be used
                                                                                                                   2
                                                                                                                     Ipsos MRBI study of SMEs,
Google rankings and stay        algorithms, internet consumers       to develop or improve the                     November 2010
there. But how you can          are becoming savvier about           product or service offering.
create a good presence          refining searches and finding                                                      organic (free) listings compared
on planet Google is not         better matches for their queries.    So how do you get into                        with the relatively quick and
always understood. Neither                                           Google’s good books?                          easy path to page one by
is the real value that the      Google searches deliver leads,       The answer is multi-faceted                   advertising on Google and
giant gorilla of online         for online and offline businesses.   but comes down ultimately                     competitors Bing and Yahoo.
search has to a business.       And while there is clear value       to routine tasks:
                                for B2C businesses this search-      • Understanding your                          Google will continue to
The value begins and ends       based world can deliver big-         audience and their needs                      innovate, upgrade and add
with customers. A decade        time too for B2B businesses.         • Publishing content on a                     new search features and
ago, or less, they would                                             technology platform that is                   may continue to attract more
have turned to the small        Google searches are used             search-friendly and fast                      legal actions as its domination
ads in a newspaper or a         by B2B buyers to seek details        • Updating your site regularly                grows. Internet users will
local directory to buy a        of new suppliers, pre-qualify        with relevant content                         become increasingly more
new car, look for a local       bidders for contracts, conduct       • Building authority through                  sophisticated in how they
plumber or start the hunt for   background checks and to             links and references from                     use search.
a new job. Instead, today       learn more about the people          authoritative sites
they pour in their millions     behind the businesses they           • Integrating social media and                For businesses, there is a huge
onto Google and trust it to     may deal with.                       other channels effectively                    learning curve but one which
interrogate a sea of web                                             • Meticulously evaluating site                Google is happy to help
content to deliver relevant     Poor Google rankings                 traffic, search behaviour and                 with. Its free online courses
results – locally, nationally   translate into missed business       acting on the trends                          are clearly commercially
and globally.                   opportunities – sales,                                                             motivated – the more who
                                engagement and market                Too often a new website                       learn how to run a Google
Their search behaviour          intelligence. Accessing and          which sets out ambitiously to                 AdWords campaign, the
shapes their purchasing         interpreting the vast array          achieve top Google rankings                   more they will invest in search
behaviour, how they             of data available through            fails because this is seen as a               advertising – but they are the
engage with brands and          free Google tools provides           project, not a process. Also,                 best available. Better indeed,
how products and services       valuable insights into               less attention is often paid to               we believe, than many paid-
are being developed,            customers, their habits and          the grind of achieving good                   for courses in Ireland.




Compiled by AMAS in association with the Irish Internet Association
1. Broadband                                                                          Households with broadband access 2005-2010



Ireland has made significant strides in narrowing                               70
the gap in broadband adoption with the                                                                                                          61
                                                                                                                                    56
EU27. Fifty seven per cent of households had
broadband in 2010, just three percentage
                                                                                60
points off the European average. Back in 2005,                                                                          48.6
                                                                                                                                               57.5
broadband adoption levels were just 7.4%, which                                 50                           41.6                  53.7
put Ireland in the bottom five among EU countries.
Now more than half of Irish households have                                     40
broadband access.                                                                                  30.4                 42.9
                                                                                30        23
Separately, the latest ComReg quarterly data
research found that broadband subscriptions at                                                               30.7                           Ireland
the end of March 2011 had increased by 2.1% to
                                                                                20
1.62 million from the previous quarter and 10.4%                                                                                            EU27
on the previous year. Mobile now accounts for                                   10                 13.1
36% of broadband subscriptions.                                                                                           © AMAS graphic (www.amas.ie)
                                                                                          7.4
                                                                                 0
Source: OECD, Communications Outlook 2011
                                                                                        2005       2006      2007       2008      2009        2010


Profile of Ireland online


                                                                                     2. Internet Use
     72%
     of households
                                                           57%
                                                           of population look
                                                                                     What are internet penetration      defined as accessing the
                                                                                     levels in Ireland? How are Irish   internet at least once a
     access the                                            for information           people using the internet? The     week, is 64%, slightly ahead
     internet at home                                      about goods online        answers to the most common         of the EU27 average. We
                                                                                     questions posed about              score best in laptop use –
                                                                                     internet use in Ireland are        with 32% saying they use
                                                                                     disclosed in a new European        a laptop to access the


     64%                                                   21%
                                                                                     Commission analysis. The main      internet, compared with
                                                                                     findings, shown in the graphic,    19% in the EU27.
                                                                                     indicate a level of digital
                                                                                     maturity among Irish people        Other notable statistics
     of population                                         of population             and either the elimination or      include the proportion of
     are regular                                           read newspapers or        narrowing of the gaps with         Irish people who download
     internet users                                        magazines online          other EU27 countries.              games or other media (20%),
                                                                                                                        who create content for
                                                                                     At 72%, the number of Irish        sharing online (14%), who
                            © AMAS graphic (www.amas.ie)




     34%                                                   36%
                                                                                     households with internet           seek information about
                                                                                     access at home is marginally       health (27%), who interact
                                                                                     ahead of the EU average.           with government services
                                                                                     The proportion of people who       online (27%) and who have
     of population                                         of population             are considered regular users,      never used the internet (27%).
     use online                                            order goods
     banking                                               or services online
                                                                                     Source: European Commission, Digital Agenda for Europe, June 2011
Top Trends


3. Privacy                                                  What we share on social media



online




                                                                                                                                                                             © AMAS graphic (www.amas.ie)
                                                                                                                  mobile                                    nationality
Never mind privacy concerns, or that
personal data posted on a social
networking site can be accessed by a
prospective employer. Irish people like
                                                                                                                  26%                                       61%
to volunteer personal information online,
much more so than in other European
countries, Eurobarometer research says.
                                                                name                                                                 photos


                                                               85%                                                                   54%
Ireland ranks highest in the EU for
divulging information about what we
do, where we go and what we like.
Irish people with social media accounts
are also noticeably more contactable
online than the average European.

Almost half post their addresses on their                                                                         address                                    hobbies


                                                                                                                  49%                                        52%
profile page while more than a quarter
post their mobile phone numbers. These
figures put us ahead of the EU average,
where 39% publish addresses and 23%
publish telephone details on their social
network pages. Remarkably, almost one
in ten Irish social networkers publish their
passport numbers.                                           Source: Special Eurobarometer 359, June 2011



       Accept an English website                Disagree               Agree
                                                                                                                       4. Localisation
                           Italy                       61                 35                                           Ireland exported over          Eurobarometer looked
                                                                                   © AMAS graphic (www.amas.ie)




                                                                                                                       €15 billion worth of           at the online language
                                                                                                                       goods to the six EU coun-      preferences of nearly
                           Spain                       50                 51                                           tries listed in the graph in   14,000 respondents
                                                                                                                       the first half of this year.   from across Europe and
                           France title
                              Graph                    49                 50                                                                          found that just under
                                                                                                                       It seems that a large          half felt they were miss-
                                                                                                                       number of people from          ing out on interesting
                           Germany                     40                 59                                           those same countries           information if the web-
                                                                                                                       are not keen on the            site was not available
                           Belgium                     33                 63                                           idea of carrying out           in their own language.
                                                                                                                       online transactions in
                                                                                                                       English, according to a        On average, 90% said
                           Netherlands                 32                 67                                           2011 Eurobarometer             that, when available, they
                                                                                                                       report on user language        always use a website in
                               © AMAS graphic                                                                          preference.                    their own language.
                           EU27
                             (www.amas.ie)
                                                       44                 53
                                                                                                                       Source: Flash Eurobarometer, User Language
Percentages above add to totals other than 100 due to rounding and “don’t know” responses                              Preferences Online, May 2011. (Data January 2011)




         the opportunity to win online
5. Cookie chaos                                                                                                             Websites with cookies



                                                                                                                            28
You can hardly move on the web without
bumping into cookies – those nuggets of                                                                                                websites
information that a site can put on your
computer and retrieve later to recognise
                                                                                                                                       with cookies
you or your machine. Cookies are used                                                                                                   © AMAS graphic (www.amas.ie)
for everything from site metrics to serving
up adverts or remembering a shopping
basket as you hop from page to page.

In July, Ireland introduced new online
                                                                                                                                2      websites with
                                                                                                                                       no cookies
privacy regulations: in particular, sites                                                                                              Source: AMAS survey,
must now obtain consent from visitors                                                                                                  August 2011
before issuing persistent cookies (the
ones that linger, unlike session cookies
that disappear once you leave a site).               In August 2011 AMAS surveyed a                                         20 cookies, of which nine were persistent.
                                                     sample of 30 leading Irish websites.                                   Another had a cookie with an expiry
How many Irish organisations are                     Just two didn’t use any cookies. The rest                              date a quarter century from now – 22
affected? How should they change their               used a total of 220 cookies – over seven                               August 2026. Yes, cookies are set to be
sites to comply with the new rules? The              per site. Of these, 123 were persistent                                around for a long, long time to come.
situation is confusing, with conflicting             cookies – about four per site – and all 28
interpretations, but one thing is clear:             sites had at least one persistent cookie.                              We also tested six localised sites of
your website probably already uses                                                                                          major international players and
this type of cookie.                                 One Irish site in the survey had a total of                            found similar results.




6. Email                                                                      Sixty per cent of the sample
                                                                              said that they track CTRs,
                                                                              and 54% track open rates.
                                                                                                                                                            Social media
                                                                                                                                                                in emails

                                                                              As the graph shows, open
    Average open rates                                                 %      rates vary considerably
                                                                              but an impressive fifth      49%                                         51%              Yes
    Don’t know                                                     32.8       of the sample state they                                                                  No
    21-30%                                                         20.2       are achieving open rates
                                                                              of between 21% to 30% on
    11-20%                                                         13.9       their emails. Open rates for                                                   © AMAS graphic
                                                                                             © AMAS graphic (www.amas.ie)




                                                                              B2B campaigns appear to have                                                   (www.amas.ie)
    31-40%                                                         12.0       the edge on those for B2C campaigns.
    51+%                                                            8.8
                                                                              Social media is increasingly being integrated into email
    41-50%                                                          6.3       campaigns, with just over half of the sample saying that it
                               © AMAS graphic (www.amas.ie)
                                                                              is a feature of their mailshots. Usually, that takes the form of
    0-10%                                                           6.0
                                                                              embedding links to Facebook, Twitter or LinkedIn accounts
                                                                              but some marketers go further and allow their subscribers to
0            5   10       15         20        25        30       35          “like” or “share” the email content.

Click-through rates (CTRs) and open rates are the most important              Email marketing is not without its challenges, the greatest
metrics used by Irish marketers to track the effectiveness of email           of which were identified as “inbox overload” and “spam”,
marketing campaigns. Research conducted by Newsweaver                         followed by “deliverability” and “unwillingness of people to
among 400 members of the Marketing Institute of Ireland                       opt in to new email lists”.
confirmed that email continues to be popular, with 84% saying                 Source: Newsweaver and Marketing Institute of Ireland,
it was an important part of their marketing strategy.                         Email Marketing Insight 2011




                                                                                       www.amas.ie
3.5

                                                          3

                                                          2.5



                                        Top Trends        2

                                                          1.5

                                                          1
                                                          0.5

                                                              0
                                                                        May 11     June 11    July 11
                                                                         Value of online deals in millions



7. Online deals                                                                   Value of online deals in millions
Maybe it’s because Irish people are unusually
hirsute. Or maybe we just can’t resist some                       5
pampering. Either way, Irish people seem to be                                          © AMAS graphic (www.amas.ie)
throwing a lot of money at laser hair removal
lately – about €273,000 in July alone, according                  4
to online deals hub Sift.ie. It’s a strange statistic
                                                                  3
for a country that is wading neck-deep through
a recession, but it’s not the only one.
                                                                  2
Deals for fish pedicures, spa treatments,
hairdressing and dermatological therapies                         1
have become increasingly popular over recent
months. The online deals phenomenon is little                     0
over a year old but it has grabbed the attention
of Irish consumers.
                                                                                        May 11                 June 11             July 11
                                                                      Source: Sift.ie
Some 120,000 people purchased online deals in
July 2011 from the likes of Living Social, Groupon                    Sift.ie tracks code andValue of online deals in millions
                                                                                             verifies its information with deals websites
(CityDeal) and GrabOne, according to data
from Sift.ie. These deals were worth an estimated                     Groupon remains the biggest of the deals companies with a
€3.9 million worth of sales in July – more than                       53% market share, while LivingSocial takes second place at 22%,
double what they generated in May 2011.                               according to this data.
                                                                                                                                  3.9
                                                                                                             2.1

                                     Down to earth on the Cloud
                                                 1.5

                                      cloud deployment strategy               on the understanding and                 The IIA is committed to
                                      and tactics for deployment.             good faith that this is a                addressing these issues,
                                                                              Government priority, we can              and the Cloud Computing
                                      The IIA Cloud Computing                 focus on the positive. In the            Working Group has designed
                                      Working Group carries                   ISME study, 46% of members               its Decision Support Matrix
                                      out an annual survey to                 had reduced operating                    to support Irish businesses
                                      measure cloud computing in              costs by introducing a more              in devising a contextually
                                      Ireland. This has consistently          aggressive strategy for                  appropriate cloud
  Joan Mulvihill                      identified three high-level             online business. SMEs are                deployment strategy.
  CEO, Irish Internet Association     challenges for SME cloud                clearly benefiting from their            And since Minister Bruton’s
                                      deployment: access to                   investment and this message              announcement at the
  Cloud computing was the             quality broadband, level                is resonating.                           IIA annual conference
  recurring tech conference           of understanding and                                                             of a €5m investment in a
  theme of 2010, but have we          security concerns. The                  But what of the other                    cloud computing centre,
  matured from hype to reality        recent survey by the small              two challenges - lack of                 the Government has also
  since then? Outside media           business association ISME               understanding/expertise and              convened its own high-level
  and conference coverage,            of its members cited the                security concerns? The IIA               cloud computing forum,
  the focus for many                  same issues and recorded                and ISME surveys recorded                comprising government
  businesses - particularly           similar results.                        broadly similar results. For             department representatives
  within the SME and public                                                   example, “lack of in-house               and state agencies. The IIA
  sectors - has shifted from a        We are at somewhat of an                expertise” was cited by 40% of           has made a submission to the
  technology indulgence to            impasse without the basic               ISME respondents and “lack               forum to ensure perspectives
  more practical questions,           broadband infrastructures               of understanding” was cited              and insights from vendors,
  including an appropriate            in place. But if we proceed             by 35% of IIA respondents.               SMEs and MNCs.
Localisation is about more than translation
Irish exporters                                all about translation.
need to rethink                                A company website
how they use                                   acts as a silent
the internet                                   but powerful sales
to tackle new                                  and/or marketing
markets, in                                    representative in
the light of                                   an export market.
the research                                   It is where the
published                                      prospective buyer
about                                          will go to check
consumer                                       out credentials
buying                                         and get a sense
behaviour                                      of the company,
(see page 3                                    its products and
Localisation).        Fiachra Ó Marcaigh services.                      search engines?                       going to trade shows, or cold-
The takeaway          Director, AMAS                                    • Is the technology platform          calling prospective customers
is that people in                              Progress                 capable of supporting the             – can find that the absence
many European markets won’t         A couple of minutes, if even        chosen languages?                     of a professional, localised
buy from a company whose            that, on the website will resolve   • Is the content buyer-               web presence damages
website is not in their own         the questions that buyers have      focused and up to date?               the sales drive.
language.                           about the prospective supplier      • Is the messaging and
                                    and whether they want to            imagery appropriate to                But those who recognise the
Nor, it would appear from other     progress to the next stage of       the audience and the                  importance of localisation,
research, are they likely to        the buying cycle.                   chosen market?                        and invest in planning and
engage with a business which                                            • Is there an infrastructure          tuning their web presence
offers an English-only website      Relevant, professionally            in place, in that market              to match market needs, can
or, worse, a site with partial      translated content is very          or at head office, to                 reap real returns.
or poor translation. On top of      important. But so too are           handle queries?
this, exporters won’t make real     some other localisation issues:                                           AMAS conducts localisation
strides in overseas markets if      • Can the site be found             Exporters who engage in active        planning as part of an internet
they consider localisation to be    through that market’s               prospecting in target markets –       strategy service for exporters.


                                                                          AMAS: what we do                     We cut through the clutter
  AMAS wins NIE internet contract                                         AMAS is an internet consultancy
                                                                                                               and the complexity to allow
                                                                                                               our clients to capitalise on
                                                                          with a simple goal – help our        the unlimited opportunities
  AMAS has won a                                                          clients to exploit the internet.
  contract to devise an                                                                                        offered by the internet.
                                                                          Large corporates, government
  internet strategy                                                       bodies and, increasingly, high-
  for Northern Ireland                                                                                         Services:
                                                                          potential businesses retain us to
  Electricity (NIE), which                                                develop and help implement           • Strategy
  owns and maintains                                                      internet strategies.                 • Research
  the electricity network                                                                                      • User experience
  and which was recently                                                                                       • Content
  acquired by the ESB.                                                    Contact Us:
                                    • Scoping and specifying              Aileen O’Toole,                      • Training
                                    website and applications              Managing Director on                 • Marketing
  The contract involves:
                                    • Assisting NIE to procure            +353 1 6610499 or info@amas.ie       • Project management
  • Conducting audience             website design and site
  research for a new web            technologies
  presence                          • Supporting the                       Follow us:
  • Gathering internal and          implementation of the                  For digital research and insights,
  stakeholder requirements          web strategy                           follow AMAS on Twitter @AMASinternet




                                                © AMAS Ltd.
             Published by AMAS Ltd., 38 Lr. Leeson Street, Dublin 2, Ireland. Tel: +353 1 6610499
                                Email: info@amas.ie Web: www.amas.ie

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State of the_net_issue_22_[1.76_mb]

  • 1. State of the Net essential eBusiness intelligence for Irish managers www.amas.ie A quarterly bulletin on online activity in Ireland ISSN: 1649 issue 22 Autumn 2011 Where are you on planet Google? In numbers €48m Value of Irish search advertising market1 54% Proportion of small business owners who would pay for a search listing2 €9.18 © AM AS Aileen O’Toole, gra ph Example of costly keywords, in this Managing Director, case “solicitors personal injury” ic (w ww AMAS .am as.i e) It’s on the marketing wish improved and marketed. As preferences for the goods Sources: 1 IAB Ireland/PwC list for many businesses Google continuously develops and services on offer. Used Adspend study 2010 – get to the top of the its search platform and its well, such data can be used 2 Ipsos MRBI study of SMEs, Google rankings and stay algorithms, internet consumers to develop or improve the November 2010 there. But how you can are becoming savvier about product or service offering. create a good presence refining searches and finding organic (free) listings compared on planet Google is not better matches for their queries. So how do you get into with the relatively quick and always understood. Neither Google’s good books? easy path to page one by is the real value that the Google searches deliver leads, The answer is multi-faceted advertising on Google and giant gorilla of online for online and offline businesses. but comes down ultimately competitors Bing and Yahoo. search has to a business. And while there is clear value to routine tasks: for B2C businesses this search- • Understanding your Google will continue to The value begins and ends based world can deliver big- audience and their needs innovate, upgrade and add with customers. A decade time too for B2B businesses. • Publishing content on a new search features and ago, or less, they would technology platform that is may continue to attract more have turned to the small Google searches are used search-friendly and fast legal actions as its domination ads in a newspaper or a by B2B buyers to seek details • Updating your site regularly grows. Internet users will local directory to buy a of new suppliers, pre-qualify with relevant content become increasingly more new car, look for a local bidders for contracts, conduct • Building authority through sophisticated in how they plumber or start the hunt for background checks and to links and references from use search. a new job. Instead, today learn more about the people authoritative sites they pour in their millions behind the businesses they • Integrating social media and For businesses, there is a huge onto Google and trust it to may deal with. other channels effectively learning curve but one which interrogate a sea of web • Meticulously evaluating site Google is happy to help content to deliver relevant Poor Google rankings traffic, search behaviour and with. Its free online courses results – locally, nationally translate into missed business acting on the trends are clearly commercially and globally. opportunities – sales, motivated – the more who engagement and market Too often a new website learn how to run a Google Their search behaviour intelligence. Accessing and which sets out ambitiously to AdWords campaign, the shapes their purchasing interpreting the vast array achieve top Google rankings more they will invest in search behaviour, how they of data available through fails because this is seen as a advertising – but they are the engage with brands and free Google tools provides project, not a process. Also, best available. Better indeed, how products and services valuable insights into less attention is often paid to we believe, than many paid- are being developed, customers, their habits and the grind of achieving good for courses in Ireland. Compiled by AMAS in association with the Irish Internet Association
  • 2. 1. Broadband Households with broadband access 2005-2010 Ireland has made significant strides in narrowing 70 the gap in broadband adoption with the 61 56 EU27. Fifty seven per cent of households had broadband in 2010, just three percentage 60 points off the European average. Back in 2005, 48.6 57.5 broadband adoption levels were just 7.4%, which 50 41.6 53.7 put Ireland in the bottom five among EU countries. Now more than half of Irish households have 40 broadband access. 30.4 42.9 30 23 Separately, the latest ComReg quarterly data research found that broadband subscriptions at 30.7 Ireland the end of March 2011 had increased by 2.1% to 20 1.62 million from the previous quarter and 10.4% EU27 on the previous year. Mobile now accounts for 10 13.1 36% of broadband subscriptions. © AMAS graphic (www.amas.ie) 7.4 0 Source: OECD, Communications Outlook 2011 2005 2006 2007 2008 2009 2010 Profile of Ireland online 2. Internet Use 72% of households 57% of population look What are internet penetration defined as accessing the levels in Ireland? How are Irish internet at least once a access the for information people using the internet? The week, is 64%, slightly ahead internet at home about goods online answers to the most common of the EU27 average. We questions posed about score best in laptop use – internet use in Ireland are with 32% saying they use disclosed in a new European a laptop to access the 64% 21% Commission analysis. The main internet, compared with findings, shown in the graphic, 19% in the EU27. indicate a level of digital maturity among Irish people Other notable statistics of population of population and either the elimination or include the proportion of are regular read newspapers or narrowing of the gaps with Irish people who download internet users magazines online other EU27 countries. games or other media (20%), who create content for At 72%, the number of Irish sharing online (14%), who © AMAS graphic (www.amas.ie) 34% 36% households with internet seek information about access at home is marginally health (27%), who interact ahead of the EU average. with government services The proportion of people who online (27%) and who have of population of population are considered regular users, never used the internet (27%). use online order goods banking or services online Source: European Commission, Digital Agenda for Europe, June 2011
  • 3. Top Trends 3. Privacy What we share on social media online © AMAS graphic (www.amas.ie) mobile nationality Never mind privacy concerns, or that personal data posted on a social networking site can be accessed by a prospective employer. Irish people like 26% 61% to volunteer personal information online, much more so than in other European countries, Eurobarometer research says. name photos 85% 54% Ireland ranks highest in the EU for divulging information about what we do, where we go and what we like. Irish people with social media accounts are also noticeably more contactable online than the average European. Almost half post their addresses on their address hobbies 49% 52% profile page while more than a quarter post their mobile phone numbers. These figures put us ahead of the EU average, where 39% publish addresses and 23% publish telephone details on their social network pages. Remarkably, almost one in ten Irish social networkers publish their passport numbers. Source: Special Eurobarometer 359, June 2011 Accept an English website Disagree Agree 4. Localisation Italy 61 35 Ireland exported over Eurobarometer looked © AMAS graphic (www.amas.ie) €15 billion worth of at the online language goods to the six EU coun- preferences of nearly Spain 50 51 tries listed in the graph in 14,000 respondents the first half of this year. from across Europe and France title Graph 49 50 found that just under It seems that a large half felt they were miss- number of people from ing out on interesting Germany 40 59 those same countries information if the web- are not keen on the site was not available Belgium 33 63 idea of carrying out in their own language. online transactions in English, according to a On average, 90% said Netherlands 32 67 2011 Eurobarometer that, when available, they report on user language always use a website in © AMAS graphic preference. their own language. EU27 (www.amas.ie) 44 53 Source: Flash Eurobarometer, User Language Percentages above add to totals other than 100 due to rounding and “don’t know” responses Preferences Online, May 2011. (Data January 2011) the opportunity to win online
  • 4. 5. Cookie chaos Websites with cookies 28 You can hardly move on the web without bumping into cookies – those nuggets of websites information that a site can put on your computer and retrieve later to recognise with cookies you or your machine. Cookies are used © AMAS graphic (www.amas.ie) for everything from site metrics to serving up adverts or remembering a shopping basket as you hop from page to page. In July, Ireland introduced new online 2 websites with no cookies privacy regulations: in particular, sites Source: AMAS survey, must now obtain consent from visitors August 2011 before issuing persistent cookies (the ones that linger, unlike session cookies that disappear once you leave a site). In August 2011 AMAS surveyed a 20 cookies, of which nine were persistent. sample of 30 leading Irish websites. Another had a cookie with an expiry How many Irish organisations are Just two didn’t use any cookies. The rest date a quarter century from now – 22 affected? How should they change their used a total of 220 cookies – over seven August 2026. Yes, cookies are set to be sites to comply with the new rules? The per site. Of these, 123 were persistent around for a long, long time to come. situation is confusing, with conflicting cookies – about four per site – and all 28 interpretations, but one thing is clear: sites had at least one persistent cookie. We also tested six localised sites of your website probably already uses major international players and this type of cookie. One Irish site in the survey had a total of found similar results. 6. Email Sixty per cent of the sample said that they track CTRs, and 54% track open rates. Social media in emails As the graph shows, open Average open rates % rates vary considerably but an impressive fifth 49% 51% Yes Don’t know 32.8 of the sample state they No 21-30% 20.2 are achieving open rates of between 21% to 30% on 11-20% 13.9 their emails. Open rates for © AMAS graphic © AMAS graphic (www.amas.ie) B2B campaigns appear to have (www.amas.ie) 31-40% 12.0 the edge on those for B2C campaigns. 51+% 8.8 Social media is increasingly being integrated into email 41-50% 6.3 campaigns, with just over half of the sample saying that it © AMAS graphic (www.amas.ie) is a feature of their mailshots. Usually, that takes the form of 0-10% 6.0 embedding links to Facebook, Twitter or LinkedIn accounts but some marketers go further and allow their subscribers to 0 5 10 15 20 25 30 35 “like” or “share” the email content. Click-through rates (CTRs) and open rates are the most important Email marketing is not without its challenges, the greatest metrics used by Irish marketers to track the effectiveness of email of which were identified as “inbox overload” and “spam”, marketing campaigns. Research conducted by Newsweaver followed by “deliverability” and “unwillingness of people to among 400 members of the Marketing Institute of Ireland opt in to new email lists”. confirmed that email continues to be popular, with 84% saying Source: Newsweaver and Marketing Institute of Ireland, it was an important part of their marketing strategy. Email Marketing Insight 2011 www.amas.ie
  • 5. 3.5 3 2.5 Top Trends 2 1.5 1 0.5 0 May 11 June 11 July 11 Value of online deals in millions 7. Online deals Value of online deals in millions Maybe it’s because Irish people are unusually hirsute. Or maybe we just can’t resist some 5 pampering. Either way, Irish people seem to be © AMAS graphic (www.amas.ie) throwing a lot of money at laser hair removal lately – about €273,000 in July alone, according 4 to online deals hub Sift.ie. It’s a strange statistic 3 for a country that is wading neck-deep through a recession, but it’s not the only one. 2 Deals for fish pedicures, spa treatments, hairdressing and dermatological therapies 1 have become increasingly popular over recent months. The online deals phenomenon is little 0 over a year old but it has grabbed the attention of Irish consumers. May 11 June 11 July 11 Source: Sift.ie Some 120,000 people purchased online deals in July 2011 from the likes of Living Social, Groupon Sift.ie tracks code andValue of online deals in millions verifies its information with deals websites (CityDeal) and GrabOne, according to data from Sift.ie. These deals were worth an estimated Groupon remains the biggest of the deals companies with a €3.9 million worth of sales in July – more than 53% market share, while LivingSocial takes second place at 22%, double what they generated in May 2011. according to this data. 3.9 2.1 Down to earth on the Cloud 1.5 cloud deployment strategy on the understanding and The IIA is committed to and tactics for deployment. good faith that this is a addressing these issues, Government priority, we can and the Cloud Computing The IIA Cloud Computing focus on the positive. In the Working Group has designed Working Group carries ISME study, 46% of members its Decision Support Matrix out an annual survey to had reduced operating to support Irish businesses measure cloud computing in costs by introducing a more in devising a contextually Ireland. This has consistently aggressive strategy for appropriate cloud Joan Mulvihill identified three high-level online business. SMEs are deployment strategy. CEO, Irish Internet Association challenges for SME cloud clearly benefiting from their And since Minister Bruton’s deployment: access to investment and this message announcement at the Cloud computing was the quality broadband, level is resonating. IIA annual conference recurring tech conference of understanding and of a €5m investment in a theme of 2010, but have we security concerns. The But what of the other cloud computing centre, matured from hype to reality recent survey by the small two challenges - lack of the Government has also since then? Outside media business association ISME understanding/expertise and convened its own high-level and conference coverage, of its members cited the security concerns? The IIA cloud computing forum, the focus for many same issues and recorded and ISME surveys recorded comprising government businesses - particularly similar results. broadly similar results. For department representatives within the SME and public example, “lack of in-house and state agencies. The IIA sectors - has shifted from a We are at somewhat of an expertise” was cited by 40% of has made a submission to the technology indulgence to impasse without the basic ISME respondents and “lack forum to ensure perspectives more practical questions, broadband infrastructures of understanding” was cited and insights from vendors, including an appropriate in place. But if we proceed by 35% of IIA respondents. SMEs and MNCs.
  • 6. Localisation is about more than translation Irish exporters all about translation. need to rethink A company website how they use acts as a silent the internet but powerful sales to tackle new and/or marketing markets, in representative in the light of an export market. the research It is where the published prospective buyer about will go to check consumer out credentials buying and get a sense behaviour of the company, (see page 3 its products and Localisation). Fiachra Ó Marcaigh services. search engines? going to trade shows, or cold- The takeaway Director, AMAS • Is the technology platform calling prospective customers is that people in Progress capable of supporting the – can find that the absence many European markets won’t A couple of minutes, if even chosen languages? of a professional, localised buy from a company whose that, on the website will resolve • Is the content buyer- web presence damages website is not in their own the questions that buyers have focused and up to date? the sales drive. language. about the prospective supplier • Is the messaging and and whether they want to imagery appropriate to But those who recognise the Nor, it would appear from other progress to the next stage of the audience and the importance of localisation, research, are they likely to the buying cycle. chosen market? and invest in planning and engage with a business which • Is there an infrastructure tuning their web presence offers an English-only website Relevant, professionally in place, in that market to match market needs, can or, worse, a site with partial translated content is very or at head office, to reap real returns. or poor translation. On top of important. But so too are handle queries? this, exporters won’t make real some other localisation issues: AMAS conducts localisation strides in overseas markets if • Can the site be found Exporters who engage in active planning as part of an internet they consider localisation to be through that market’s prospecting in target markets – strategy service for exporters. AMAS: what we do We cut through the clutter AMAS wins NIE internet contract AMAS is an internet consultancy and the complexity to allow our clients to capitalise on with a simple goal – help our the unlimited opportunities AMAS has won a clients to exploit the internet. contract to devise an offered by the internet. Large corporates, government internet strategy bodies and, increasingly, high- for Northern Ireland Services: potential businesses retain us to Electricity (NIE), which develop and help implement • Strategy owns and maintains internet strategies. • Research the electricity network • User experience and which was recently • Content acquired by the ESB. Contact Us: • Scoping and specifying Aileen O’Toole, • Training website and applications Managing Director on • Marketing The contract involves: • Assisting NIE to procure +353 1 6610499 or info@amas.ie • Project management • Conducting audience website design and site research for a new web technologies presence • Supporting the Follow us: • Gathering internal and implementation of the For digital research and insights, stakeholder requirements web strategy follow AMAS on Twitter @AMASinternet © AMAS Ltd. Published by AMAS Ltd., 38 Lr. Leeson Street, Dublin 2, Ireland. Tel: +353 1 6610499 Email: info@amas.ie Web: www.amas.ie