.. continuing on our Google Zeitgeist serie of articles, here is Google.ie – i.e. The Google Ireland network most popular search terms in 2010 -

Ireland Fastest Rising

According to the OECD latest figures, Ireland’s broadband penetration is one of the weakest in the world.

Out of 31 countries surveyed, Ireland ranks 22nd with 20.3 per cent of broadband penetration. The average is around 24.3 per cent for the [...]]]> According to the OECD latest figures, Ireland’s broadband penetration is one of the weakest in the world.

Out of 31 countries surveyed, Ireland ranks 22nd with 20.3 per cent of broadband penetration. The average is around 24.3 per cent for the 31 countries surveyed.

Ireland currently has 907,859 fixed broadband subscriptions including DSL, cable and fibre (OECD 2010).

Fiber connection in Ireland is as bad as it is in Germany, Belgium, Finland and Switzerland, representing 1 per cent vs. countries such as Japan (54pc), Korea (49pc), Czech Republic (10pc), US (5pc), Italy (3pc) and the Netherlands (2pc).

As for mobile broadband, Ireland is not doing so bad with 47.1 per cent ranking 6th out of 31 of the OECD rankings – Korea 95 per cent, Sweden 75 per cent, Japan 75 per cent, Norway 72 per cent and Poland 48.3 per cent penetration.

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The average European household Christmas budget is set around €uro590. The average Irish household 2010 Christmas budget is €1020, keeping Ireland as the second largest Christmas budget in Europe right after Luxembourg. [...]]]> The average European household Christmas budget is set around €uro590. The average Irish household 2010 Christmas budget is €1020, keeping Ireland as the second largest Christmas budget in Europe right after Luxembourg. On average, Irish consumers will spend a third of their presents budget on the internet. Online shops have become just like any other shops nowadays.

According to the annual Deloitte consumer survey of Christmas spending, just under 50 per cent of Irish shoppers will be purchsing online:

• The average Irish consumer will spend 10.6 per cent less Christmas 2010 vs. Christmas 2009
• Irish consumers will spend a third of their gift budgets online.
• Irish consumers will spend €650 on gifts, €250 on food, and €120 on socialising this Christmas 2010
• Irish consumers say they will spend 11 per cent less on gifts, 7.5 per cent less on food and 14 per cent less on socialising.
• Irish cosnumers overall Christmas spend will decrease by 30 per cent compared to 2008

The preferred location for irish consumers shopping is:

• Speciality chains – 24 per cent
• hypermarkets – 16 per cent
• traditional department stores – 14 per cent
• the internet – 11 per cent

The main reasons for shopping online are:

• lower prices than traditional stores – 79per cent
• the easy home delivery – 70per cent
• avoiding busy stores – 63per cent

Search engines – 68 per cent -  and retailer websites are the main sources of information for Irish consumer.

Susan Birrell, Consumer Business Partner, Deloitte comments: “The way in which Irish consumers will finance their Christmas purchases has also changed – 46pc indicated that they will pay more by cash, while 31pc indicated that they are saving more. Forty-two per cent also indicated they are using loyalty points more, which should encourage retailers to expand and promote their loyalty programmes. The survey shows how important strategy is for retailers this year. The mainly price-driven strategy that consumers have adopted will lead them to seek out information on where they can find the best prices and special offers. It will also have an impact on the mix of products purchased – something retailers will have to take into account in their merchandising. Most of Irish consumers – 76 per cent – do not intend to buy second-hand products this year as Christmas presents. This trend runs contrary to other European countries.”

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I was reading a very interesting article from Search Engine Roundtable news archive dicussing the geotargeting of Ireland…which made me think.

When it comes to UK and Irleand, UK companies tend to place their UK site on a ccTLD then [...]]]> I was reading a very interesting article from Search Engine Roundtable news archive dicussing the geotargeting of Ireland…which made me think.

When it comes to UK and Irleand, UK companies tend to place their UK site on a ccTLD then add some localised flavour of the english words (such as colour, favour,localise,…). It is heavily the case when it comes to the scenario UK/US where all your S turn into Z or vice versa.

What do you do when you want to target Ireland ? Surely your UK site will appeal to the Irish market? Well, a thread from the Google Webmaster help raised few points :

* Make sure you specify the right geotargeting setting in your webmaster account….But it takes time to take effect.

* Accept the fact that your Irish site will show in UK results…only because Google finds that UK and Irish sites are related.

The most most interesting point is yet to come….

* If you want your Irish site to stand on its own and rank speartely from the UK, simply create unique content. Otherwise just use one domain and both will be ranking well in UK and Ireland together.

It is down again to unique content and unique targeting! it makes sense though, if you want to speak to your Irish target market …you should tell them something new…not something you already told the UK, right ?

I truly believe that you should be able to address your target market in a different manner each time, even if you are using the same language more than once. Bear in mind those flourishing numbers of the Irish online market as the Mintel has just released the Irish Consumer Lifestyle report. And it looks like our Irish neighbours are outliving the recession, I quote: ‘Almost one in four claim that the recession has had little to no impact on their lifestyle’

(Source : UK & Ireland Geo Targeting in Google Need unique Content )

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