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A survey of Irish Americans by IrishCentral.com and Amárach Research. Conducted in December 2010.
Citation preview
Irish Diaspora SurveyDecember 2010
“Sometimes we stare so long at a door that is closing that we see too
late the one that is opening.” (Alexander Graham Bell)
In association
with
2
Introduction
The Research Programme
The Survey Findings
The Opportunities presented by the Global Irish Market
Questions & Answers
Presentation Structure
3
At every level we face huge economic challenges:
– As people, as citizens and as taxpayers,
– As businesses and organisations as we seek new markets for
survival,
– As a Country and an Economy as we seek new markets and
additional revenues.
Requirement for organisations to seek out new opportunities and
markets.
Role of the Global Irish frequently mentioned, often thought about.... but
not much done.
The Economic Context
4
Amárach has always sought to point the way into new markets:– eCommerce and the Internet,– Sponsorship Evaluation,– Income & Wealth,– Ethnic Research.
The Irish Abroad:– 70m worldwide – the majority in the United States.– Three countries have this opportunity: India; Israel and Ireland.
Aiming to undertake an International Irish omnibus survey on a monthly basis from January.
Relevant to key sectors: – Tourism,– Education,– Banking and Finance,– FMCG,– Charity sector.
Other research products will be developed and launched in 2011 –focused on key niches.
Our New Research Programme
5
http://www.irishcentral.com/
Founded by Niall O’Dowd.
Irishcentral.com is a U.S. based information website aimed at Irish and
Irish American visitors. The site focuses on news, entertainment,
politics and sport.
Irishcentral.com achieves 500,000 unique hits per month and dispatches
almost 70,000 newsletters to visitors several times a week.
Our Programme Partner -
Irishcentral.com
6
The survey is conducted online:
– Via a link on the Irishcentral.com website,
– And through distribution of the survey link to
weekly,Irishcentral.com newsletter recipients.
The survey was conducted between November 30th and December 6th.
The highest proportion of responses were received within the first 4 days
of launch – with close on 2000 responses being logged. In total we have
2,400 responses.
Our Programme Partner -
Irishcentral.com
7
Survey Respondents(N= 2404)
Age when left Ireland
U18 30%
18-24 42%
25-34 23%
35-44 6%
45-54 1%
55-64
65+
45-54
35-44
25-3418-24
U18
American Born
Irish Born
Gender:
Age:
8
Survey Respondents(N= 2404)
Living together
62%
5%
13%
12%
6% 1%
Married
Single/never
married
Divorced
SeparatedWidowed
Marital Status:
9
Survey Respondents(N= 2404)
4 year college degree
Professional Degree (MD,JD)
Less than high school
Masters degree
High school/ GED
Doctoral degree
2 year college degree
Some college
C2DEF
ABC1
Education:
Those with Children:
Social Class
10
Survey Respondents(N= 2404)
Work full
time
Retired
Work part time
Self employed
Homemaker
Unemployed/ seeking a job
Other
Student
Income
€10,000 or less $13,000 or less 4%
€10,001-20,000 $13,001-26,000 6%
20,001-30,000 $26,001-39,500 9%
€30,001-40,000 $39,001-52,500 11%
€40,001-50,000 $52,501-66,000 10%
€50,001-60,000 $66,001-79,000 8%
€60,001-75,000 $79,001-98,500 9%
€75,001-
€100,000$98,501-130,000 8%
€100,001+ $130,001+ 8%
Prefer not to
answer
Prefer not to
answer28%
11
Survey Respondents(N= 2404)
Within last year 1-3 years ago
3-5 years ago
5-10 years ago15+ years ago
10-15 years ago
Have never travelled abroad
Age
U18 1%
18-24 1%
25-34 3%
35-44 8%
45-54 21%
55-64 36%
65+ 31%
(N= 1826)
Ever Visited Ireland:
Last Trip Abroad:
12
3%
5%
1%
7%
1%
–
–
1%
1%
1%
2%
8%
1%
4%
1%
1%
1%
1%
1%
1%
1%
3%
2%
7% 1%
3%
6%
2%
16%
1%3%
3%
2%
1%
1%
2%
3%
Distribution of Sample(N= 2404)
2%
13
Topics of Focus
Irish Links & Connections
Tourism
Banking
Education
Demand for Irish
Slide 14
Slide 19
Slide 23
Slide 25
Slide 28
15
Strong
Strengths of Links with Ireland
Family members
living in Ireland
with whom keep
in regular
contact
*Mean score of
7.7 on a scale of 1- 10
61%
Neutral
32%
Weak
7%
32%
Strong emotional bonds between the Irish in America and Ireland despite
what appear to be weak on-the-ground connections; a clear opportunity
to extend our hand, connect and make the relationship 2-way.
16
Membership of Irish Focused
Organisations
Those involved with Irish
focused organisations in the
U.S.
24%
1 in 4 reinforce their sense of culture and belonging through
involvement in Irish focused organisations.
The ‘United States of America’ remains a concept in the psyche
of those living there. Origins and ancestry lie at the heart of
individual and familial identity.
There is scope to involve the 2 in 4 not affiliated with Irish
organisations in the U.S.
17
Interest in Current Events
Once a week or more
1-3 times
per month
Once a month or less
Frequency of going online to
find out what is happening in
Ireland
Websites visited
–
%
An appetite for and curiosity about what is happening in
Ireland.
18
Greatest Concerns About Ireland
Recent unemployment
Overall health of the nation/how the country is
being run
Strain of debt/paying off loans
The prospect of migration of young people
Potential unemployment
Strain of reduced income
Political situation in Northern Ireland
IMF stepping in to sort out finances
Quality of healthcare
Level of crime in the country
Housing crisis
%
We are not alone.
Results show an interest in sincere and real-time issues
affecting us on home soil.
20
Ireland as a Holiday Destination
Perceptions of Ireland as a
vacation destination*
How Ireland compares to
other destinations visited*
Poor
Worse
Excellent
Better
%
*Of those who have visited Ireland
(N=1826)
A strong pre-disposition towards Ireland means that potential
for word-of-mouth recommendation, the ‘holy grail’ of all
marketeers, already exists.
21
Perceptions of Ireland
... as a place to vacation
... as a place to bring up a
family
... as a place for education
... as a place to retire
... as a place to do business
Mean
Score*
9.4
7.5
7.6
7.4
6.6
*On a scale of 1- 10
Ireland holds appeal across all stages of the lifecycle. A
chance to expand our view beyond a focus on tourism and
short stay opportunities.
22
Our Best & Our Worst
%
Sports
amenities
Visiting friends/
relatives
Attitude of
the people
Landscape/
countryside
Getting around
42
35
6
36
Range/variety
of tourist
attractions
Stick shift cars
Cost of living
The weather
Driving on left hand
side of road
Entertainment
Cost of flights
Beyond the barrier of cost, problems getting around while in Ireland may undermine our
tradition of hospitality.
Do we entice and welcome the abandon our guests, leaving them to ‘find their own way’?
24
5 53
Ireland as a Place to Study
Consideration of Ireland
as a place to send son or
daughter to study ....
No Yes
To encourage connection with heritage and
family
Ireland is good environment to study/develop
high standard of education
The high quality/standard of education
Cost of fees relative to U.S.
Reasons why ....
%
%
(*Those with children)
1 in 2 (47%) believe that education in Ireland is cheaper than in the U.S. but
the appeal of an Irish education for children does not lie in dollar and cent.
The concept of affording children the chance to connect with their heritage;
in an environment conducive to learning resonates more deeply.
25
Appeal of Courses
19
24
60
55
Not
Interested InterestedInterest in distance
learning course by
Irish university ...
Consideration of a
course (recreational/
hobby) or to study ...
No Yes
%
%
The student is willing, the tools are at hand. The time is now.
Over half of respondents tell us they would consider a distance learning course.
A further 3-in-5 would consider on-the-ground and non-academic courses.
27
Bank Accounts
Those with bank accounts in Ireland ....
Checking account
Neither
Deposit account
Many of those born in Ireland still hold bank accounts here.
29
Purchasing Gifts for People in Ireland
Books
CDs/DVDs
Gift baskets
Flowers
Housewares/crystal
Vouchers for stores in
Ireland
Vouchers for pampering
sessions
Vouchers for weekends
away
%
Have purchased for friends or
family living in Ireland at times
such as Christmas, using the
internet ......
(70%)
(30%)
7 in 10 of the 2400 respondents have taken advantage of the convenience of the
Internet to buy ‘special occasion’ gifts for friends of family in Ireland ....
30
Purchasing Methods
Online via a non-Irish site (e.g.
Amazon)
Buy directly and then post
Online via Irish sites
Call store in Ireland directly and
give credit card details
Friends/family in Ireland do actual
shopping for me
Usual purchase methods.....
%
With over a third of sales gracing the accounts of non-Irish web sites and
likely impacting both cost and delivery times.
31
A Demand for Irish
Desire for easier access to
Irish products such as .... Basic foodstuffs
Clothing
Confectionery
Jewellery
Books
Meats
Art
Crystal
Newspapers/magazines
Antiques
%
When asked what Irish products they would like but do not have easy
access to, respondents highlighted opportunities beyond FMCG goods to
include art, antiques, clothing, jewellery and newspapers/magazines.
32
Investment Products
Interest in an Irish
investment product (e.g.
government savings bond,
National Solidarity Bond
promising a 10% gross return
over 10 years)....
No Yes
%
63 37
Some interest in Irish investment products.
33
Scores represent ‘mean score’ on a scale of 1 to 5
4.7
4.7
4.4
4.3
3.3
3.1
2.7
2.6
2.3
2.1 2.12.1
Familiarity with Irish Brands
2.1
The survey can help gauge performance in the ‘Brand Stakes’; How aware
the Irish American market is of a product or service and how likely they
would be to consider them.
Waterford Crystal and Bailey’s are the current frontrunners, followed by
Aer Lingus and Jameson Whisky.
34
We have dipped our toe in the water and a door does appear
open to us …. if we are willing to explore, examine and expand
our horizons.
Strong opportunities to tap the Irish-American community and to
leverage bonds between it and Ireland.
Transportation (either to or within the country) poses the
greatest risk to fully enjoying a stay in Ireland.
There is a ripe market for marketing Irish education in the U.S. –
for both on-the-ground training and distance learning.
That just 15% purchase gifts for family or friends in Ireland using
home-grown websites flags a gap that is calling to be filled.
With books and CDs a favourite purchase, clothing and basic
foodstuffs are in demand but unavailable to Irish Americans.
Summary
35
Thank You
A summary of results can be found on the Amárach Research website.
To enquire about putting question on this survey, contact Orla Murphy at
01-4105250 or by e-mail at [email protected]
“Sometimes we stare so long at a door that is
closing that we see too late the one that is
already open.” (Amárach Research)