A MAJOR new survey suggests that the Irish are full-blown Facebook addicts, with one-in-two adults using the service every single day.
The poll, conducted among 1,000 Irish adults by analysis firm Amarach for big data company EMC, revealed that 60pc of all Irish adults have a Facebook account, with four out of five of those people using the service every day.
A third of adult Facebook users also upload content or post status updates
The new figures further weaken some industry claims of so-called 'Facebook fatigue', a theory that people are turning away from the giant social networking service in favour of other social networks. Last week, Facebook revealed that its user-base had grown to 1.1 billion people globally, with more than 600 million people using the service every day.
The survey also revealed that 25pc of Irish adults use Twitter, while 21pc have a LinkedIn account and 31pc use YouTube. Meanwhile, 15pc of Irish adults comment upon or update a social media status every day – with 38pc doing so at least once a week.
The EMC/Amarach survey also shows that Irish social media users barely touch traditional computers for the service, with just one in 10 saying they use a home PC to access it. Smartphones now dominate social media access in Ireland, with four in five Irish adults claiming to use social networks via their mobiles, tablets or laptops.
Facebook is expected to increase its share of the mobile advertising market from 5pc last year to 13pc this year, beating off competition from most newspapers and broadcasters in the process.
"The big data society has arrived in Ireland," said Jason Ward, EMC's director for Ireland and Britain.
"As these online conversations grow, we are generating vast quantities of unstructured information which represents a massive opportunity for Ireland.
"The survey shows the creation of massive unstructured digital shadows when Irish adults use these social networks on their laptops, smartphones and tablets. This has implications for how online information is managed and stored and extracting meaningful intelligence from these colossal amounts of data is where the value lies for Irish businesses," said Mr Ward.
"For example, retailers can collect social networking information, blog content and analyst research with socio-demographic data to identify buying trends and motivations for customer loyalty.
"If Irish businesses and public sector organisations leverage this advent of big data and buy into the analytics space now, they will quickly turn big data into a tool to help them better understand the marketplace, developing new business opportunities and more tailored public policy responses," said Mr Ward.