What keeps Irish adults talking?

The latest ROI TGI data reveals that 76% of Irish adults have chatted about their holidays or travel in the last 12 months – more than any other subject area. The second most-talked about area of interest in 2011 is politics (76%) – perhaps unsurprising given this year’s general election in the Republic. Film, which recently topped the NI TGI poll, is in third place (75%)

Holidays & travel and food & dining are the top two conversation topics for women with each scoring 80%, while 85% of men have discussed sport. Over 750,000 consumers in the lucrative ABC1 social grade have discussed the arts in 2011, a third more likely than the average adult.

The recent addition of “areas of interest” to TGI’s Word of Mouth section also enables marketers to identify those consumers who are likely to influence others on a particular subject area. For example, consumers in the ABC1 social grade are 50% more likely than the average consumer to be a TGI Word of Mouth “champion” (the most influential of consumers) when it comes to websites.