Earlier this year, surveyed 1,000 adults online across Ireland aged 18+ as part of our . We asked our panel their opinions on Media Habits, Body Image, Reality TV and Cosmetic Surgery and Procedures.
Out of the 1,000 responses, we grouped the consumers into various segments such as ‘’ (28%), ‘ ’ (41%), ‘ ’ (27%), ‘ ’ (8%) and ‘ ’ (24%).
In a separate Opinions.ie survey conducted in May this year, we found that . Jump on public transport any given day and the vast majority of commuters will have their heads down, phones in hand and absorbed in the small screen, liking pictures on Facebook, clicking through Insta Stories and watching video content on YouTube. With 64% of our panel agreeing that checking their phone is the last thing they do before they go to sleep, and the first thing they do when they wake up, it’s clear that our . In this digital revolution and in that, are bombarded with a stream of videos, images and pictures on a daily basis.
The growing use in smartphones and social media has also brought a change in marketing. is on the rise, and an especially valuable tool for targeting younger cohorts. The reach that ‘influencers’ have versus traditional advertising channels is something that can’t be ignored, and if done right it can work really well for all parties involved. Among the following bloggers/influencers, , and a further third have considered purchasing a product. Among Reality TV viewers, over 70% of this group have either purchased or considered purchasing a product based on a social media influencer/blogger post. It’s evident that .
Take for example. Whether we want to admit it or not, the show had many of us glued to our TV screens over the summer. Beautiful, attractive, preened individuals all looking for a taste of fame…and some looking for love! Over 40% of those aged 18-24 watched it this year, and each year we see a slew of on teeth whitening, hair growth pills or weight loss tea.
Our research found that . This increases to 85% among both those who watch Reality TV & those who follow Bloggers/Influencers on social media. That’s not to say Reality TV or Bloggers are solely influencing this, we live in a world where image is everything. Across the board, , followed by peers of the same gender (28%). of population say they ; and this figure jumped significantly when we looked at it among the various segments; 82% of 18-24 year olds, 80% of Reality TV viewers, 73% of Instagram users, 87% of people who follow bloggers/influencers, and 92% of those who have had cosmetic surgery.
In the quest for perfection;
- of the total population have bought , rising to of women
- Over of the total sample have purchased
- of the population have purchased products
- This rises to among , and among those who
- of Instagram users have purchased
And it’s not just the products above that people are using to enhance their image. . We found that almost 8% of people surveyed have had a procedure or treatment; the most popular being Laser Hair Removal (20% of this group), Chemical Peel (18%) and Botox (16%). Of those who haven’t had plastic surgery, 26% would consider it (12% among males, and 41% among females). This rises to 35% among 18-24 year olds, 40% among Reality TV Views and 41% among those follow bloggers or influencers. The is apparent among the 18-24 year olds, with among this age group, along with liposuction and breast augmentation.
Much talk happened over the summer with (for those unaware, Bloggers Unveiled was an anonymous Instagram account that acted as an unofficial watchdog for the Blogger/Influencer community in Ireland). Many high-profile bloggers were exposed for questionable actions like , misleading their followers and . While it got quite nasty in the end, the account certainly created lots of social commentary and highlighted the need for greater transparency within the community. The held an event for bloggers and influencers in April 2018, focusing on and . This followed the release of new guidelines in 2017.
There are , but even with a grown-up head on our shoulders, it’s hard to know what to think about your body and appearance; . On the one hand, we’re told to be body confident, embrace our flaws, stand tall. And yet on the other hand, we consume thousands and thousands of images every day; and often unbeknownst to us, they have been and . It’s important for us all to see that for the most part, social media is filtered; both literally and metaphorically. Personally, I think , and can certainly be an , especially in reaching a younger audience. However, , and it’s essential that all parties involved are honest and mindful of their following.