Probing the politics followers

With the 2019 Irish local elections being held in May 2019, we look at the people in the Republic of Ireland who have an interest in politics, who they are and how to best target them.

Our TGI consumer data shows that, in the Republic of Ireland, 16% of adults aged 15+ (591,000 people) have an interest in politics/economics.

As expected, this group are more than twice as likely as the average adult to be very interested in the topic of politics in newspapers and twice as likely to regularly use the internet for politics.

Culture, environment and quality are important themes for this group

Our TGI consumer data shows that those interested in politics/economics are very culturally engaged. In the Republic of Ireland, those who have an interest in politics are 37% more likely than the average 15+ year old to be interested in international events, and 30% more likely to agree that they consider themselves to be interested in the arts. They are also 22% more likely to agree that they are interested in other cultures.

Spending in order to support the planet is not a problem for this group. They are almost a third more likely than the average adult to agree that they would be prepared to pay more for environmentally friendly products and 28% more likely to say it’s worth paying more for organic food. Our TGI consumer data also reveals that they are just over a quarter more likely to only buy products from companies whose ethics they agree with.

Traditional media the best way to engage this audience

When it comes to effective ways to engage this audience, our TGI consumer data shows that they are 29% more likely than the average adult to be amongst the heaviest fifth of newspaper readers and 23% more likely to be amongst the heaviest fifth of radio listeners.

Delving deeper into what this group are particularly interested in when engaging with these media types, our TGI consumer data shows that they are 80% more likely than other heavy newspaper readers to be very interested in the topic of business/company news. In terms of what types of radio content they listen to, they are two and a half times more likely than other heavy radio listeners to specifically choose to listen to science and nature and twice as likely to listen to DIY & gardening shows.

Click here to find out more about our consumer behaviour solution.



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