2. JNIR shows bigger picture
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Online influences offline purchases. Source: Joint National Internet Research
Ireland’s media planners have a new mechanism to plan and manage online advertising campaigns, through the Joint National Internet Research (JNIR).
Tim Griffiths, JNIR chair and Managing Director of leading media buyer OMD, says: “The JNIR is the most comprehensive, in-depth look at the Irish Internet user yet completed. These are exciting times for communication and a great time for us to get a richer understanding of Ireland’s internet users. This research gives us this greater understanding and highlights the strengths of a selection of Ireland’s leading internet properties.”
Tim Griffiths, JNI Chair
Besides providing deep demographic and behavioural data, and a wealth of data about Ireland’s leading internet sites, the JNIR confirms how online purchasing patterns are changing.
One in two (53%) of internet users bought online in the past month, according to the offline JNIR research conducted by leading market research company Behaviour & Attitudes. For the first time, there is hard evidence to show how online is influencing offline Irish purchasing.
Online research, conducted by AMAS across the participating websites, shows that at least 67% and as many as 87% of the sites’ individual audiences use online to research offline purchasing decisions.
Other headlines from the JNIR include:
- 49% of all Irish adults (1.69m individuals) identify themselves as internet users
- 87% of these connect from home, 33% from work, 13% from school, and 8% from internet cafes
- Of those connecting from home, 77% have broadband at home
Tim Griffiths adds: “The JNIR gives us great insight into the behaviour of Irish Internet users and their specific viewing patterns on the subscriber sites. Supported by the advertising industry, including the Institute of Advertising Practitioners in Ireland, the research involves face-toface interviews with over 10,000 respondents annually to give us a consistent statistical analysis of the Irish Internet user going
forward.
“The research was in two parts. First was an offline survey conducted by Behaviour & Attitudes, which ensured that the strictest statistical practices were applied to the data collection. Secondly the online survey conducted by AMAS delivered individual snapshots to each of the subscriber sites.
“The launch of this research will act as a platform for more informed media buying and encourage more properties to get involved in future waves of JNIR research.”
Ian McShane, Managing Director of Behaviour & Attitudes, said: “It is the goal of the JNIR that any media buyer is empowered to plan advertising to all Irish internet users with measures and a language readily understandable and comparable with other media research.”
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