A survey of Irish Americans for Irish Central about The Gathering 2013.

1. Irish-American Attitudes to The Gathering
a survey for Irish Central
December 2012

2. 2
Table of Contents
A. Background, Objectives & Methodology
MAIN FINDINGS:
SECTION 1: Demographics
SECTION 2: Past visits to Ireland
SECTION 3: Main findings on The Gathering

3. 3
Background, Objectives and Methodology
A three minute long survey was designed by Amárach Research
in partnership with Irish Central to assess the opinions of the
Irish American Community towards “The Gathering”.
The survey was conducted amongst a total sample of 636 of
whom 485 had heard of “The Gathering”. The margin of error on
a sample of this size is 4.4%.
Survey responses were collected between the dates of 5th
December and the 13th December 2012
There is no absolute demographic reference point from which to
build a nationally representative sample of Irish Americans.
However the substantial size of this poll coupled with the spread
by age, gender and region (the poll includes responses from all
but two states in the Union - Nebraska and Utah) means that it
can be seen as reflective of the broader Irish American
Community.

4. Research Demographics

5. 5
Sample Profile
Income
Gender Age Education
Level
% % % %
18-24 1
25-34 2 10
8 Up to $50,999k Highschool/less
21
35-44
45-54 19 Some college 20
Male
53
$51-100,999 27 2 year degree 12
55-64 35
4 year degree 29
$101-250,999 27
Female
47 $251+ 6
Masters 21
65+ 35
Refused 20
PHD/Doctoral 8

6. Past visits to Ireland

7. 7
Visits to Ireland
Have you ever
visited Ireland? How long ago was your last visit to Ireland?
(Base: All who have visited Ireland
(Base: All previously: 530)
respondents:636)
% %
Yes 0-2 years ago 57
85%
3-5 years ago 21
15% 6-10 years ago 12
No
10-20 years ago 7
20+ years ago 3
A large majority of our respondents have already visited Ireland but of these 20% visited
more than 5 years ago.
(Q.1,2)

8. 8
Plan to Visit Ireland
Do you plan to visit
Motivation to visit Ireland in 2013?
Ireland in 2013?
(Base: All (Base: All who have visited Ireland:352)
respondents:623)
% %
To visit friends/relatives
67
To experience the natural
beauty and scenery of Ireland 36
Yes
57%
43% To experience the hospitality
No of the Irish people 26
To explore my ancestral roots 25
(Q.3,4)

9. Main findings in relation to
The Gathering

10. 10
Views of The Gathering
Have you heard of How positively do Breakdown on 1 to 5
The Gathering? you rate The scale
Gathering?
(Base: All (Base: All who have heard
respondents:614) of The Gathering:482)
1 11%
% Negative Positive
(1,2) (4,5)
Yes
2 12%
23% 52%
79%
3 25%
21% 25% = Neither/nor 25%
4
No Scale on 1 to 5 where
1 is very negative and 5 27%
5 is very positive.
Of those who had heard about The Gathering 52% rate it positively compared to 23% of
people who rate it negatively.
(Q.5,6,7)

11. 11
Likely to Visit Ireland/Hearing about The
Gathering
(Base: All who have heard of The Gathering:447)
Has The Gathering prompted you or How likely is it you will visit Ireland
anyone in your wider circle to
consider visiting Ireland next year? in response to The Gathering?
(Base: All who have heard (Base: All who have heard
of The Gathering:481) of The Gathering:477)
%
Very likely (7) 16
32%
Likely
Likely/
62% 16
No Yes somewhat likely (5-6)
38% Neither willing/
nor unwilling (4) 12
Unwilling/ 18
Somewhat unlikely (3-2)
57%
Unlikely
Very unwilling (1) 39
Strong evidence that the concept of The Gathering is acting as ‘a call to action’
(Q7,8)

12. 12
Plan to Visit Ireland
(Base: All who have heard of The Gathering)
Do you think The Gathering will make a real Respondents’ ideas for attracting
contribution to the Irish Economic Recovery? more American tourists in 2013?
(Base all respondents who have heard of (Base all respondents:452)
The Gathering:470)
% Main Other
Action Action TOTAL
Reduce air fares 59 17 76%
Reduce cost of 13 29
64% accommodation 42%
No Yes Overcome car rental
11 23 34%
36% challenges
Increase number of
direct flights 7 14 21%
Enhanced Marketing 6 11 17%
Improve accessibility by
air 47 11%
Fundamentally the challenges of cost and accommodation remain if we are to further
boost tourism numbers.
(Q.10,11)

13. Drivers & Drinking
About Amárach
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Over nearly 25 years, Amárach has pioneered
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1980s. Amárach invests heavily in
understanding current Irish consumer and
business trends, and shares numerous, free
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