8. Business use

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Most senior Irish business people use the Internet every day to conduct research, get business or financial news, make travel arrangements or gain intelligence on their competitors.

Frequency of using the internet. Source: IAPI Business Media Study, September 2008. Sample of 480.

The survey on the media habits of Irish business decision-makers, conducted for the Institute of Advertising Practitioners in Ireland (IAPI), reveals a mix of established and emerging trends.

The media diet for a working day typically consists of 35 minutes reading newspapers, with The Irish Times dominant, and an hour to an hour and a half spent listening to radio, with Morning Ireland ranked as the most-listened to programme.

Business uses of the internet. Source: IAPI Business Media Study, September 2008. Sample of 480.

The Internet is becoming an important part of the media mix, with 87% of the sample online every day and 62% using the Internet at more than three times a day. While the most common use is research, referenced by 8”% of the sample, seeking business or financial news shows the highest frequency. Despite the myriad of online options, three sites dominate – Google, RTE and The Irish Times.

Back to contents of State of the Net issue 12