Digital advertising is now the third-largest category of advertising in Ireland behind press and TV, and is reporting strong double-digit growth despite the recession.
The new edition of State of the Net looks at the latest research from Nielsen which shows that the overall advertising market, excluding digital, fell in value by 4% in 2011 to €897 million. The most significant category drops were in outdoor and radio (each down by 9%), cinema (8%) and press (6%).
The latest research from PwC for IAB Ireland shows digital advertising clearly bucking the trend – it grew by 20% in 2011 to be worth €132 million, with paid for search accounting for 42% of digital advertising.
Digital marketing also on the rise
The latest edition of State of the Net also has the results of the 2012 Irish Digital Marketing Sentiment Survey by AMAS and the Marketing Institute of Ireland.
It shows that social media has gained enormously in popularity among Irish marketing executives over the past year: 70% of them now use Facebook for marketing, and 61% use Twitter.
The smartphone revolution
Among other internet trends, issue 25 of State of the Net looks at the explosive growth of smartphones and tablets in Ireland. RedC puts Irish household smartphone ownership at 49% of the population in 2011, and predicts it will accelerate to 71% by the end of this year.
Meanwhile Google-commissioned research has found that a third of Irish smartphone owners have bought something through their phone, while four in five have used their phones to research a purchasing decision.
Read the latest issue of State of the Net on the AMAS website.