Tuesday 6 December 2016

Alarming new figures about home security

Michael Cullen

Published 03/03/2016 | 02:30

Alicja Doyle (6) from Finglas pictured at the launch of Zurich's new MultiYear Home Insurance
Alicja Doyle (6) from Finglas pictured at the launch of Zurich's new MultiYear Home Insurance

Almost half of home owners don't protect their homes with an alarm and despite the threat of rural crime people living outside Dublin and Leinster are least likely to set the alarm when they leave home, a new nationwide survey shows. The home security study by Zurich Insurance found that 52pc of Irish people don't set the alarm each time they leave the house.

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One in five people confesses to only setting the alarm when heading off for a few days or on annual holiday. People living in Leinster use their alarm most, with Dubliners scoring 68pc and the rest of Leinster on 65pc. It compares to 46pc for people in Munster and 35pc for those living in Connacht and Ulster.

With the latest CSO figures showing burglaries and related offences to be on the increase, the Zurich study shows that 60pc don't insure their most valued home item and another 11pc don't know if they have cover.

Around 13pc of those surveyed say jewellery is their most valued and expensive home item, worth on average €3,621, with 17pc placing a value of €5,000 or more on their prized jewels.

When it comes to other household items, 17pc cite electronic equipment and devices, with an average worth of €1,513, are what they value most.

Other valuable home items include paintings, crystal, sports equipment and designer clothes.

The survey coincides with Zurich's launch of its MultiYear home insurance cover with a guaranteed price of up to three years. The ads were created by McCannBlue with media by Initiative. Alicja Doyle (6), from Finglas in Dublin, is pictured, right, at the launch.

* Six Irish startups will get to deliver a detailed insight into their businesses to some of the top senior decision-makers in Irish marketing, media and advertising at the DMX Dublin digital conference being staged by the Marketing Institute in the Aviva Stadium next Wednesday.

The startup session will begin with a panel hosted by DMX content programme Colin Lewis, marketing director at British Midland - BM. The panel will include Niamh Bushnell, Dublin's first startups commissioner. The six online start-ups are Cian Brassil's Birdleaf, Paul Campbell's Tito, Ciarán O Raghallaigh's Fandom, Ronan Higgins's TVadSync, Richard Whelan's Popdeem and Patrick Leddy's Pulsate.

With the Irish Independent as media partner, among this year's DMX speakers are Yuri van Geest, a boardroom consultant for global top 1,000 companies and co-author of the bestselling book 'Exponential Organizations', Nestle's Pete Blackshaw, Adele Cooper from Pinterest and the FT's Jon Slade. Also taking to the podium will be social media doyenne Lilach Bullock and Irish Distillers Pernod Ricard's global head of digital, Taryn Casey, pictured right.

* Thirty and fortysomething women make up most of Ireland's bloggers while women aged 18 to 25 rule the blogosphere overseas.

The Iprex Blogbarometer, which surveys over 2,000 bloggers across 13 countries, shows 42pc blog for professional development. Irish blogs focus mostly on parenting, beauty, fashion and food and drink - lifestyle topics which are replicated internationally.

Practically all Irish bloggers use Twitter and Facebook to promote their blog. Instagram is used by 77pc of bloggers to spread the word, followed by Pinterest on 44pc and Snapchat on 28pc. While four in 10 admit they would like to make money from blogging, 75pc of respondents admit they have yet to make it a going concern.

One in four Irish respondents claim to earn money from blogging, which is half the European average of 49pc. Iprex member Walsh PR, run by Caroline Heywood, conducted the study in Ireland.

Agency clients include Astra Zeneca, Dr Oetker, Flahavans, Glanbia, O'Callaghan Hotels, United Airlines and Waterford Stanley.

* Colm Grealy's Adforce.com is on a major run these days. The Dublin-based digital ad network, with offices in New York and Brussels, recently signed up the New York Press Service (NYPS) in a three-year deal across 750 weekly, daily regional and cultural newspaper sites. NYPS tentacles reach out to Manhattan, the Bronx, Brooklyn, Queens, Long Island, Hudson Valley, the Capital region and west New York State. Adforce then reached a deal with Triton Digital for programmatic buying of online and mobile audio ads. Now Grealy has agreed a tie-up with women's magazine 'RSVP' for customised content across platforms.

The idea is to build on concepts, hooks and narratives which appeal to women. The latest ABC figures give RSVP a circulation of 23,299 copies and an estimated 120,000 readers.

* As disclosed in last week's AdLib, Eir has put out a call to ad agencies inviting pitches for Meteor. It now transpires that Eir's advertising is also out to pitch. DDFH&B handled Eir's rollout, including its TV ads with scenes of the Skelligs off the Kerry coast, pictured above. John Walsh adapted the Fionnghuala Scots-Irish tune to produce 'mouth music'. Elsewhere in adland, the Irish Blood Transfusion Service (IBTS) has returned to Irish International from Chemistry. Publicis and Huskies also pitched.

Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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