A new ‘Social Nation’ survey undertaken by media agency MediaCom Ireland has thrown new light on Ireland’s social habits. This is the second year of the Social Nation research, allowing for trend changes over time. The key outtake from the research is a drop in trust, which begs the question - are we now seeing the impact of the “Fake News” controversy?
Ian McGrath, Managing Director of MediaCom Ireland said of the research:
What we appear to be seeing is Irish people questioning the trade-off between the benefits of social media versus the control over how they share their personal information with these big companies. And as they do this, they are adjusting their behaviour in and across social platforms. As this behaviour evolves, marketers should continue to be entertaining, useful and relevant in these channels.
Vicky Shekleton, Insights Manager at MediaCom Ireland added:
Trust remains an issue for consumers. The drop in frequency of using social media sites, combined with increasing levels of people disagreeing with social media being one of their main news sources indicates that trust and transparency are key issues impacting how consumers use social media.