Target audience: Self-employed people & freelancers in Ireland

Selected insights on target group: Self-employed people & freelancers in Ireland

• 37% of self-employed people & freelancers have a medium annual household income
• An honest and respectable life has more importance to self-employed people & freelancers than to the average onliner
• Home and garden are relatively prevalent interests of self-employed people & freelancers
• Self-employed people & freelancers are more likely to have DIY and arts & crafts as a hobby than the average onliner
• Self-employed people & freelancers remember seeing ads on video streaming services more often than the average onliner

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Ireland
• Gender of consumers in Ireland
• Consumer’s level of education in Ireland
• Share of consumers in Ireland in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Ireland live
• Communities where consumers live in Ireland

• Most important aspects of life for consumers in Ireland
• Top 10 interests of self-employed people & freelancers in Ireland
• Top 10 hobbies and leisure activities of self-employed people & freelancers in Ireland

• Agreement with statements in Ireland
• The 10 most important issues facing Ireland according to self-employed people & freelancers
• Political attitudes of consumers in Ireland

• Top 10 places where self-employed people & freelancers in Ireland have come across digital advertising in the past 4 weeks
• Devices consumers in Ireland use regularly to access the internet
• Social media activities in Ireland by type
• Places where consumers in Ireland have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Ireland have been using in the past 4 weeks