Irish Broadband Penetration Reaches 83% of Internet Users

I just did some trending on Broadband a bug bear of mine. Why? Well, people keep telling me there’s a broadband penetration problem in Ireland, and on the radio at least, they keep interviewing someone living well out of reach of roads, never mind a broadband connection. Everyone I know has access to broadband, so, it just didn’t feel right. It didn’t stack up. And, it turns out, it doesn’t stack up. It’s simply wrong.

The reason is the research is concentrating on home broadband connections and not home and work and school/university and café’s and the like, people were being given a false and damaging impression of Internet use and penetration in Ireland. The reason for this is the research is done by the traditional door to door method, from traditional research companies. It’s all they can count with the method. For the background to the discussion see my old post, Broadband by Any Other Name Would Work as Fast. My point is simply that in a time of increasingly mobile Internet use, the use of ‘any broadband connection’ is broadband use, and ‘at-home’ broadband, isn’t the point.

As I said, I did some trending, including the latest Net Behaviour Report data, Wave I 2008 and the findings are fantastic, and make a whole lot of sense. Pay special attention to the last column.



In 2007, 83% of Irish Internet users reported that they had access to broadband, and they used it. In 2008, this is 86%, and if we trend this out to 2011, it’s 95%. At home broadband is also growing, according to broadband users. So, 83% of 2 million, means that 1.66 Million Irish Internet users, access the web at broadband speed, from various locations. Good news.

But why, when I ask 1600 Internet users what their Internet connection speeds are like do many more of them tell me they have broadband connection than are reported in the mainstream media? Why, when I trend this on a 3000 sample, with sampling points over 2 years, is the news so good in the long term?

Well, I could bore you with 20 reasons, and get passionate about the whole thing. But, the statistician and researcher in me tells me not to be too defensive. To take the data as it is presented by the sample, interrogate its validity, and once it passes the tests, acknowledge its statistical truth. This is what they said. These findings are significant. It’s not only true for my sample, its true for the population. Job done.

Common sense told me there’s loads of broadband access out there for those that want it, and that everyone who needs it, can get it, and they do. The stats back this up. There is no broadband problem in Ireland. There’s a measurement and perception one however.

There’s also a need to push the debate along. Most broadband in Ireland is painfully slow. Many ‘free’ broadband packages give not much more than 1mbs. This works, but you couldn’t, for example, watch a video on YouTube. Here, at work we’re using 16mbs, which is as fast as it gets in Ireland, more or less, and we can do what we need to do. At home I use 3G 3.6mbs, which, again, does the job, but its so much slower. 1mbs means that big pages will make the browser time out. Big mails will also time out, especially if you’re using webmail. Many people use the Internet to send or upload pictures, and 1mps precludes this use for anything over a 3mg attachment.

So yes, we have broadband, but for most, no, it’s not quick enough. So, let’s move on the debate, and concentrate on what’s really at issue. Not just any broadband at home, but good broadband wherever you can get it.

Widget 101*

What are widgets?
– Widgets (or gadgets and sometimes apps) are tiny web-enabled applications that distribute content to users across the internet (David Smith 2008)

OK. That’s a broad definition. What’s a tiny web enabled application mean? Well, a little program that allows people to connect with content, and lots of other people. I suppose you could say RSS allows connections with content, widgets allow connections with people using content. Some widgets are embedded into social networks, like Facebook, while others are downloadable applications that sit on your desktop, or do the same thing. The problem with the latter is most virus checkers, and firewalls, don’t let you install them. Those on social networks can be huge.

But, things are more complicated than that. I need to differentiate widgets from two new concepts that are important, because they describe something very different from a programming and operations point of view. Alongside widgets are found 'applications', and 'gadgets'. Loosely, all of these are referred to as widgets, and there's debate as to where the line should be drawn, but all are sure, there is a line. Somewhere. I'll have a go. Briefly.

Gadget: a mini-program that's downloaded to your desktop, that talks to a database, maybe like an international clock, currency convertor, or news ticker.

Widget: a mini-program that's downloaded to a blog, or website, and doesn't speak to the site database (the pacman or google thingy on this site are widgets).

Application: a program that exists on a website, typically a social network site, that interacts with the websites databases through the website API. There are many facebook applications, like that Vampire one, and some new ones for geo-location of mobile phones that are simply too big, and embedded in the site structure through the site API, to be called widgets.

Clear as mud. Yeah... I know. But work with it and it starts to sink in. For the rest of this article I'll talk loosely, but keep these definition parameters in mind. I'll turn it round to where you'll find them, and see if it helps. Desktop program - gadget (limited / no database integration with site or PC); Blog game - widget (some added website interaction, no serious integration), Social Website API and database - application (full website integrated program functionality). An application is the biggest and most important of these three, and also the most expensive to design. Beware of super-enthusiastic clients who say they quickly want one of those widget things, and then briefly describe a full website application. They won't see the difference, and if the don't have a million squids in their back pocket... keep your eye on them, and slowly leave the room in reverse. Shut the door, and RUN.

What type of content can be carried with a widget?
All web content can be carried widget-wise. Video, games, music, social networking links, ratings, polls n votes… Whatever you want really.

How do you go about developing a widget?
There are stages in widget development though. First, you have to create the program that does the ‘cool thing’ people will want to use. Then you have to get content for it. Then you find a distribution channel and only at that stage does the widget actually reach the pc, laptop or mobile to use it. It’s not a simple process, and, from an advertising clients point of view, fraught with confusions and misinterpretations. Generally widgets are developed by developers, for developers… who’ll invest considerable sweat equity in the hope that it flies. It’s not like viral advertising. When it works? It’s cool though.
A marketer that does not wish to develop their own widget should consider piggy backing on someone else’s widget. Distribution networks are the next hurdle. The usual ones are HI5, Bebo, Myspace and the other social networks with (often) open api’s

Who’s making them and what do they provide?
Lots of companies, like ClearSpring and WidgetBox for example. Widgets tempt the user into… well, downloading and using them. Users interact with the widget interface. At this point page impressions, unique users, click throughs, view throughs (post view impressions) and all the usual palaver for advertising can be served. These can often be cut by time, number of feeds, or geo-targetted.
Ding… A worked example
Ding permits registered users to see live updates of website content, and get offers in real time. It makes €60m per year from registrations alone… and a whole lot more from advertising on Ding.

Widget Reach
Widgets are reported to have been 60% and 70% cumulative reach of the Internet audience around the world at a given time. Don’t believe it? Neither did I… but then I thought about it. Most people don’t even know they are interacting with a widget at a given time. I was ‘bitten’ on Facebook recently (by a vampire… don’t ask), and without meaning to, I bit an old friend (oh the embarrassment). It was a widget. I joined Hi5, and was asked to join a quiz. I filled out a short interview on Linkedin… and these are the ones I’ve done. I’ve ignored many others. I’ve also inserted a few mini-widgets onto this blog. Did I know they were widgets? Well, I knew they were small working programs on my page, but I hadn’t put that name on them. So yes. I believe the stats on reach for all widgets. Widget use is nearly as popular as web use itself.
Some mobile widgets I’ve seen recently may well become bigger!

How many? How big is this?
Facebook has 8,000 widgets with 31M active daily users. 80% of widget interactions are carried by 1% of the widgets available. The ‘Slide’ widget is the ninth largest Internet company with 17% of global Internet users. For the initiated, Slide designed ‘Poke’, ‘Superpoke’ and the ‘Funwall’. Slide is in 200 countries. They’re on many sites. There are 87million widget installations on facebook alone. 63% of users have a ‘Slide’ widget. Slide is gynormous.

How do we measure their use
We can’t. Not effectively anyway. Comscore are trying, globally, but there’s no real demographics, and nothing for the Irish market. There are also problems with widgets counting video on YouTube for content shown on other sites. Some developers can track their own widgets, but nothing beyond impressions, unques etc. No demographics. I’m working on something that will measure their rate of growth, but it’s not ready yet.

So, that should give you a good intro to the world of widgets.
If you want more advice on what do to about Widgets, and what they can do for you. Or, if you have one, and aren’t sure of next steps, talk to Emmet at NetBehaviour.com.

*Note: This post borrows wholesale from an inspiring presentation given by David Smith of MediaSmith, in Barcelona in 2008 (with his permission of course). He’s the widget king. Thanks David!

How the Irish Use the Web

Well... After many trials and tests, we've decided to release The Net Behaviour Report into the market. We're very excited about it really. It was a serious challenge... producing a single mechanism for ongoing tracking of how the Irish use the Web. Counting pretty much every site Irish Internet users mention. 500 plus sites, anywhere in the world, commercial sites, news and media, social networks, travel, music, airlines, recruitment, property... the lot. Exploring all of their communication technology use. Running indexes to describe each demographic segment, and all the time checking to see if the data makes sense. Does it stack up? Well it does, and I really think we've done it this time. There's a sample of the data that can be downloaded from this site, on the side bar, and we'll be updating this on a regular basis with more sample releases, and tables and that. And we'll also put up snippets and interesting facts that emerge from the data as we find it. If you have any specific questions for me, don't hesitate to email.

This is real time research too.  We never turn it off, so we will be able to watch the web as it changes.  New sites coming out of nowhere and becoming hugely popular, while some fade away. New ways of linking, tagging, digging, twittering, flicring, sniffing and, of course, blogging.  New banking practices, entertainment sites, news sites, podcasts, video pages and messenger products.  How things have changed in the last few years, and they are likely to continue to change.  Becoming more complicated, more enmeshed with the real world, progressively linking more and more people with similar needs and interests in more efficient ways.  Well, we want to understand it, and The Net Behaviour Report will help no end.  Enjoy!

NB 10 Predictions for 2008

NB 10 Predictions for 2008


1) 80% Internet Access and More
2) Phone-on-Net, Net-on-Phone
3) Mobile Networking
4) IPTV Video Downloads
5) Net Literacy Becomes an Issue
6) Mobile Content Explosion
7) Buzz Increases
8) Beyond the Laptop
9) Delivery Divide for Net Content
10) Gaming Is a Bigger Deal

1) 80% Internet Access and More

Internet penetration? What is it? Well, if the question is, do people have access to the Internet, 80% or maybe even 90% of Irish will have. Especially if we recognise that the phone now carries Internet signals and emails. Also, if we recognise that there are café’s, schools, colleges and universities, friend’s houses, libraries and so many other areas to sit, type, read and watch online content.

When it comes to broadband, you can see from my previous posts that I think this is much higher penetration wise than is currently being measured… but, I also think Internet penetration itself is being massively underestimated.
So, 100% access to the Internet? Maybe not 100%, but a lot!


2) Phone-on-Net, Net-on-Phone

This will be a time where mobile net use will come into its own. Huge marketing drives are making it common knowledge that you can do so much netwise on the little yoke in your pocket.
iPhone will bring this home to the Irish market in a big way. The phone is no longer a phone, but a pocket laptop phone PC thingy. With WiFi and/or 3G, the world of Internet pages is your oyster.


3) Mobile Networking

A new but a cool thing that changes the way we think about the web, and our phone. Where are your friends these days? Mobile Bebo, Facebook and whatever takes your fancy are on your phone. Twitter can give you some information, but what about colleagues? Or people in a different city? Well, mobile networking links with GPS phone location information, and you’ll can to see where your friends are, and, because your phone has been located, you’ll receive ads from the café across the street. The phone tells the website you are on where it is.

4) IPTV Video Downloads

Very cool video on your phone. You’ll need Wifi hotspots for streaming currently, as most phones don’t have a 3G capacity, and the cost based on current billing would be prohibitive. With WiFi, it isn’t though. Ads in videos and TV content will be pre-roll, post-roll, or interstitial, and will give a good idea of how much of the video is actually watched. Downloaded video won’t tell you much though.

5) Net Literacy Becomes an Issue

Some people and ad agencies too, just don’t ‘get’ the net, and probably never will. It’s their second language, at best. They could be said to be a real world monoglot. The truth is, if you don’t live in the net, you don’t get the net. In the net? Well, for this sort of literacy and fluency I’m saying you have to acknowledge that the Internet is an experience, not a set of facts or reference points, like other one directional flat media. Experiential knowledge!
Imagine you are talking to someone who’s got a brochure of Paris, or who’s Googled it, when you’ve actually sat outside the Pompidou centre watching the performers, eating your baguette, and drinking cheap wine. You get it, and you can tell pretty quickly they’re making it up and don’t have the slightest clue of this rich, stimulating, interactive space. Computer and net illiteracy is immediately apparent to the native. All it takes is a misused buzz word, or someone trying to sound in-the-know, and they are rumbled. So blaggers, don’t blag about how much you know about the net. It’s so obvious and so sad. Worse, if you’re the media business, once a client knows you don’t know, your credibility is completely shot.

Can you become a native speaker? Well, if you change your lifestyle completely, give it loads of time, and try to learn as much as you can as you go - yes. If not. No. Kids have an advantage, but they still have to do the work, and spend considerable time in net country.

6) Mobile Content Explosion

The net goes mobile. The screen gets smaller. The net and phone can do new things together − cool things. Mobile net content is different, because it’s consumed with different hardware, software and in a different physical context, and the content has to reflect this. Mobile content provision is set to become the new big thing for 2008.

7) Buzz Increases

Much excitement. Not quite a la 1998, but close, and a rather slower build about better businesses and business models that make real money and reach real people. The buzz online increases too as Web 2.0 becomes less of a buzz word, and more of a commonplace, with sites seamlessly linked to social networks, UGC, photos , digs and rating sites. The future is buzz, the future is net buzz.

8) Beyond the Laptop

Laptops? Great! I love them. But, they are still really quite big. I know, I’m using one now. But mobile web and pocket PC means they’ll look even bigger. So, they’ll shrink and slim down to net size 0. Not much of a prediction, things are getting smaller you’d think, but I recently purchase a foldaway keyboard for my PDA. Now I don’t need a laptop most of the time, because I can do pretty much the same stuff out and about. So, it’s not so much that laptops are getting smaller, or lighter, it’s that phones and PDAs are taking their place in a mobile phone/PC marketplace. Convergence is becoming physical, as laptops get smaller, while phones get smarter.

9) Delivery Divide for Net Content

Net content delivery used to mean a server, some files, and a request from a computer for a standard format. Now, this has fragmented beyond recognition. There is several servers, maybe not belonging to you, presenting some of your content, and feeds and links from elsewhere to networks for PC and mobile screens. Videos are embedded from YouTube and other to stream video content you may, or may not have produced. Video delivery is also divided between streamed and downloaded, the advantage being streamed means an advertiser can gauge if the ad was actually seen.
A second divide? It only takes one literate individual a few days to build the most complex and rich online experience, leaving even giant corporates to flounder in the tedium of web 1.0 brochure land.

10) Gaming Is a Bigger Deal

Gaming is the biggest thing to hit IP and the entertainment Industry, since the Internet itself and maybe moving pictures before it. It presents media buyers with new challenges like content and ad delivery, demographic reporting and automated tracking, streaming versus downloaded delivery, and real time playing and reporting. Online and offline IP facilitated gaming has changed the way many of us understand games, entertainment, film and even the narrative form − forever.

Twitter in Plain English

Broadband by Any Other Name Would Work as Fast

I was intrigued by recent figures from Comreg. They showed many impressive percentages, but in my opinion give a very unclear picture of Internet access and use in Ireland. The problems stem from three sources: − the definition of broadband, the obsession with ‘at home’ connections, and the research method (door-to-door).

These three issues combined lead me to the conclusion that we are significantly underestimating broadband use in Ireland and Internet use in general.
The report starts by stating that 54% have access to the Internet as do 48% of households.

Out of those who access the Internet, the percentage who connected with a home broadband connection is 52% (eircom broadband). 9% connect through wireless broadband, 9% with WiFi, and 6% with ISDN. 3% connect with cable (NTL) and 1% with a mobile broadband connection (3G).

The problem is that, with the exception of ISDN, all of the connections above are broadband, but by another name. (ISDN is midband). The term ‘broadband’ refers to the speed of the connection, (anything over 512kbps), regardless of the mode of connection. It doesn’t matter if the connection giving that speed is wireless, mobile, via a cable, Wifi or 3G. If they invent some new connection type next year, and that delivers data at more than 512kbps… that’ll be broadband too. Based on these figures, and with this more accurate definition, the total broadband connectivity of Internet users is actually 75%, − that is, 75% of Internet users use broadband, and this is out of 54% of the total population who have Internet access. Does this include broadband 'at work', cafe, schools and colleges...? These, in my opinion, will take care of most of the rest. In short, very few Irish Internet users will be accessing the Internet through anything other than a broadband connection. They may not be at home at the time, but that’s not the point, is it? It’s also true that mobile broadband has proved to be a lot more cost effective and efficient solution lately. If you’re a student, or you know which café to visit, it’s probably free! Other research shows that some are using the one broadband connection for TV, music downloads, Skype (VOIP) phone calls, radio and office/education purposes. And why not. It’s so much cheaper (NB/MIR 2007/1).

The report says that only 13% have dial up speed at home. I think that some of these may also have broadband at work, or university, or with Wifi through a laptop. The report doesn’t clarify. But, I’m more inclined to believe the number with only dial up access to the Internet is actually much smaller.

The report then says that only 4% say their broadband speed is 512 kbs or less, but this wouldn’t be broadband speed anyway. 28% say their connection speed is between 1 and 3mbs, which is a good workable speed, and 18% between 4 and 6Mbs, which is pretty fast. But intriguingly 51% of broadband users don't actually know the speed of their broadband connection at home. This begs the question − why do so many people not know the speed of their broadband at home? Are the researchers reaching the right people in the household? The ones who set up the connection? I think it’s a problem to be explored in more depth, and it may be a limit of door-to-door research. I’d have expected that more people would know their net speed, but this report suggests that that this is not the case. (Perhaps it’s simply the case that mobile broadband users aren’t at home.)

Growth, Drivers and the Future

Younger users’ consumption of online gaming, uploading photos, downloading videos and use of VOIP is driving increasing broadband speeds. An increase in the choice of connection vehicles, such as WiFi and mobile is also aiding penetration. Increasing levels of home broadband usage will soon affect bandwidth (contention) and home broadband speeds, though, currently most are happy with their home Internet connection. 3G is unlikely to encounter have such bandwidth issues in the foreseeable future, because there are no wires.

I predict the next year, especially with Christmas, will see an enormous growth in mobile broadband penetration nationally necessitated by poor home broadband access, and must have gadgets like iPhone and Vodafone / 02 3G. There will also be a huge growth in Internet access and use. The satisfaction levels with these modes of Internet connection are very high. Growth will happen mostly amongst younger groups, and those who don't own their own home. While such penetration is only at 1% currently, I think 3G could grow to as much as 10% or greater, bringing total broadband penetration/access among Internet users toward 85%, and total Internet use towards 65 or even 70% (taking into account the growth of non mobile access sectors). So many free Wifi hotspots have sprung up in Dublin in the last year and I’m sure the number will only increase. (This is huge, as, after all, Dublin is where half the county lives or works.) The online gaming industry will probably push Internet and broadband further, again, driven by the Christmas season. We can expect to see growth in Mobile Video and IPTV and these will increasingly be 3G enabled for many segments.

Some say that broadband speed is dropping, but this is a mistake stemming from the fact that they are only looking at individual cases of connection problems, and ‘at-home’ broadband. At-home broadband is becoming a largely irrelevant concept as laptops are increasingly prevalent and net enabled phones, or smartphones become commonplace. At the same time they note that dial up Internet access, and even fixed line telephone use is falling, while VOIP is growing. There’s a need to join the dots here. If 29% are making VOIP calls elsewhere and through other means... they are, of course, accessing the net elsewhere at broadband speed, and no doubt through the same mechanisms. It's the only way to get Skype to work properly.
iPhone and 3G, will push broadband and Internet penetration further in the coming year. Such must-have gadgetry has always driven technology take-up and net use just as the iPod made mobile music and related services like iTune super-popular. Downloaded mobile video and TV will also grow, and is gaining traction in countries such Denmark, Austria, Germany and Finland.

IPTV: TV Advertising to Fall Apart

For years now, people have been predicting the demise of TV and TV advertising. But there wasn’t much substance to these predictions and they seemed somewhat far-fetched. However, when Bill Gates makes predictions and acts upon them by launching Microsoft IPTV it is hard not to take notice. Actions speak louder than words after all, and Bills actions are big actions.

What he’s saying in speeches, and predicting is also a lot more subtle and specific than the mutterings of crystal ball gazers heretofore and I think he’s absolutely right, and what he predicts is, in fact, inevitable. The time frame is the only thing that is in question.

In speeches he’s saying that the TV advertising business model, where the vast majority of traditional ad spend goes will fall apart over the next five years, when the new type of news-on-demand interactive TV formats come into their own. Google, and Yahoo! also have IPTV offerings, and services like Joost, Babelgum, 4OD stimulate this growth.

That’s the technology, and how often have you seen articles on the net telling you there is a new offering that will change everything. However, this is different! (Don’t they all say that?) I think this is different because three things are happening in tandem and when these all move together, change happens. Yes, firstly the technology has developed and advanced, but secondly society has also changed with peoples’ behaviours and media expectations shifting through YouTube, Video on demand and UGC. And finally there are necessary major economic shifts, through advertising, to pay for it all. That’s the full set of requirements for technological and social change. These are the three elements that explain why VHS succeeded where Betamax failed and then why DVD outstripped them both; why vinyl gave way to cassette, CD and then downloads changed the music industry forever; and also why IPTV will rock the world of TV advertising and change it forever. (In fact, more recently Amazon are trying the same trick for books with Kindle).

Yes, the technology is changing, but also peoples’ behaviour and the economics to pay for it all is shifting also. The technology has advanced as has the broadband speed to deliver the new formats, but also net ad spend has increased, by around 17% worldwide last year. While it’s still only a small proportion of total ad spend, in many countries it’s on a par with, or bigger than newspapers, radio and outdoor. Over perhaps 5 years, this is a tectonic shift in the world of advertising. TV ad spend however is the mother load and when this starts to come netwards you have to take notice. Bill Gates is predicting this will happen before we know it.
Traditional advertisers are therefore presented with opportunities, challenges and new paradigms to come to grips with. It must be understood that the net simply isn’t like TV, even though you can watch TV over the net. If you don’t take this on board, the TV advertising you deliver over the web simply won’t be effective. There are two reasons for me saying this:

1) The net is a 2 way active and interactive medium, while TV is a one way passive medium and consequently...

2) The net viewer is in active mode, rather than a passive one, so therefore has a totally different set of expectations and behaviours.
It’s TV, yes, but sent through a different channel, for an audience in a totally different state of mind.

TV is passive. Marshall McLuhan called it a ‘cold medium’, because you do nothing. The viewer simply sits back and video and audio wash over them, their only action being to change channel – if they can remember where they put the remote, it’s that long since they actually did anything (imagine losing your wireless mouse, or keyboard?). The modern net, with web 2.0, is not only active, it’s a super-heated hyperactive zone of multi-tasking – the opposite end of the scale, with viewer/users collaborating, communicating, sharing, viewing, reading, talking, listening and contributing to the medium all at the same time at super high speed. When you sit in front of a computer, your role, your expectations and your control is totally at odds with the TV experience. And consequently, where with TV people have to watch long tranches of boring ads because they have no choice but to watch, change channel, or put the kettle on; with IPTV they do have a choice and will ruthlessly flash to something more engaging in the blink of an eye immediately forgetting what they’ve just seen.

So, what can advertisers do to address this viewer promiscuity? Several things in fact and all of them have the IPTV web viewer firmly in mind. The IPTV viewer expects to be offered the capacity to engage with a product or brand on the Internet, (something they are never even offered on traditional TV). IPTV ads therefore need to offer some incentive to engage, like a special offer or reduction. There needs to be a URL to visit and view the product, if they have the time, or somewhere within the ad to register their interest for later, if they don’t. They might be given the capacity to leave contact information, or ring a special phone number on their mobile or work number and this number will relate to this specific ad campaign, not the whole company. In short, ads need to be tailored to the needs of the viewer. They need to have their requirements, interests and availability to the fore to ensure optimal success.

Online, there is also the capacity to know far more about the specific viewer of an ad than on TV. National research projects, like Net Behaviour’s MIR/NB Report means we have a very clear idea of the demographics of the Irish people who visit pretty much any site or Internet software, their frequency of doing so, and a whole tranche of other activity, such as their online purchasing activity. Pre and post ad view and click tracking can tell a considerable amount about viewers interests both through the sites they visit and where they go on these sites. Registration and social networking software means you can know each viewer's age, sex, interests, friendship networks and even what they buy. Ad view capping software also means that ads aren’t wasted through several views of the same ad, but rather views can be evenly spread amongst those who would have most interest, and only shown the optimal number of times to ensure the message has got across, but not too many to irritate.

So, while there are challenges presented to IPTV advertisers, these are completely outweighed by the important new opportunities the Internet offers, and the increased the capacity to make a sale. In short: For TV, getting the viewer from the point of actually seeing the TV ad to buying a product is largely in the lap of the gods, if they even remember seeing the ad. For IPTV advertisers on the other hand, they have a much greater say in what a viewer does immediately on seeing their product advertised. The audience is offered a much greater opportunity to engage with the message on the spot. They can explore the products specifications and price, learn about the producer, and even interact with the ad message asking the advertiser to contact them at a later date, and all without interrupting their reason for being on the site hosting the ad in question. They can also much more easily take the desired action – buy the product.

So, in conclusion: in this instance I think Bill Gates must be 100% right. TV advertising will move towards an IPTV model before we know it. The technology is there, the consumer will prefer it and the advertising will be more effective and efficient. But, the ad industry must just take on board that while it is a TV message, the Internet is a totally different channel, and one much better suited to engaging with the consumer.

Diet Coke + Mentos

Web 2.0

Irish Online Recruitment

After travel, recruitment is the most popular category of Internet use on a monthly basis by Irish Internet users. Irish jobs is the most popular Irish recruitment site, and the 6th most visited site by Irish Internet users, with 34% visiting the site at least once a month. Recruitment sites are much more likely to be visited weekly, or monthly, or less often, than on a daily basis.

This makes sense, as many will post their CV on several sites, and ‘see what comes in’. Around 20% of recruitment site users are apparently actively looking on a daily basis for a new job.

The second most popular sites is Jobs.ie, with 29%, and then comes Monster.ie, with 27%. Recruit Ireland comes in with 26%. There is then a drop off to the less mainstream and niche sites, with Publicjobs.ie with 13%, Nixers.ie 8%, Careersinhealthcare.ie 5%, Brightwater.ie 5%, Educationposts.com 5% and Salesforce.com with 1%.