Irish-American Attitudes to The Gathering

a survey for Irish Central

December 2012

2

A. Background, Objectives & Methodology

MAIN FINDINGS:

SECTION 1: Demographics

SECTION 2: Past visits to Ireland

SECTION 3: Main findings on The Gathering

Table of Contents

3

A three minute long survey was designed by Amárach Research

in partnership with Irish Central to assess the opinions of the

Irish American Community towards “The Gathering”.

The survey was conducted amongst a total sample of 636 of

whom 485 had heard of “The Gathering”. The margin of error on

a sample of this size is 4.4%.

Survey responses were collected between the dates of 5th

December and the 13th December 2012

There is no absolute demographic reference point from which to

build a nationally representative sample of Irish Americans.

However the substantial size of this poll coupled with the spread

by age, gender and region (the poll includes responses from all

but two states in the Union - Nebraska and Utah) means that it

can be seen as reflective of the broader Irish American

Community.

Background, Objectives and Methodology

Research Demographics

5

53

1

21

10

47

2

27

20

8

27

12

19

6

29

35

20

21 35

8

Sample Profile

Male

%

Gender

%

Age

%

Income

Level

%

Education

Female

18-24

25-34

35-44

45-54

55-64

Up to $50,999k

$51-100,999

$101-250,999

$251+

Refused

Highschool/less

Some college

2 year degree

4 year degree

Masters

PHD/Doctoral

65+

Past visits to Ireland

7

85%

15%

Visits to Ireland

(Q.1,2)

Have you ever

visited Ireland?

%

How long ago was your last visit to Ireland?

0-2 years ago

3-5 years ago

6-10 years ago

10-20 years ago

20+ years ago

%

A large majority of our respondents have already visited Ireland but of these 20% visited

more than 5 years ago.

(Base: All who have visited Ireland

previously: 530) (Base: All

respondents:636)

No

Yes 57

21

12

7

3

8

43%

57%

Plan to Visit Ireland

(Q.3,4)

No

Yes

Do you plan to visit

Ireland in 2013? Motivation to visit Ireland in 2013?

To visit friends/relatives

To experience the natural beauty and scenery of Ireland

To experience the hospitality of the Irish people

To explore my ancestral roots

67

36

26

25

% %

(Base: All who have visited Ireland:352) (Base: All

respondents:623)

Main findings in relation to

The Gathering

10

21%

79%

Views of The Gathering

(Q.5,6,7)

No

Yes

Have you heard of The Gathering?

Of those who had heard about The Gathering 52% rate it positively compared to 23% of

people who rate it negatively.

%

(Base: All

respondents:614)

How positively do you rate The Gathering?

(Base: All who have heard

of The Gathering:482)

23% 52%

Negative (1,2)

Positive (4,5)

25% = Neither/nor

Scale on 1 to 5 where

1 is very negative and

5 is very positive.

1

2

3

4

5

Breakdown on 1 to 5 scale

11%

12%

25%

25%

27%

11

16

16

12

18

39

Likely to Visit Ireland/Hearing about The

Gathering

How likely is it you will visit Ireland

in response to The Gathering?

(Q7,8)

Strong evidence that the concept of The Gathering is acting as ‘a call to action’

(Base: All who have heard of The Gathering:447)

Has The Gathering prompted you or anyone in your wider circle to

consider visiting Ireland next year?

(Base: All who have heard

of The Gathering:481)

62%

38% Yes No

(Base: All who have heard

of The Gathering:477)

Very unwilling (1)

%

Unwilling/ Somewhat unlikely (3-2)

Neither willing/ nor unwilling (4)

Very likely (7)

Likely/ somewhat likely (5-6)

32%

Likely

57%

Unlikely

12

36%

64%

Plan to Visit Ireland

(Q.10,11)

No Yes

Do you think The Gathering will make a real

contribution to the Irish Economic Recovery?

(Base all respondents who have heard of

The Gathering:470)

Respondents’ ideas for attracting

more American tourists in 2013?

Fundamentally the challenges of cost and accommodation remain if we are to further

boost tourism numbers.

%

(Base: All who have heard of The Gathering)

59

13

11

7

6

4

17

29

23

14

11

7

Main Action

Other Action

Reduce air fares

Reduce cost of accommodation

Overcome car rental challenges

Increase number of direct flights

Enhanced Marketing

Improve accessibility by air

76%

42%

34%

21%

17%

11%

TOTAL

(Base all respondents:452)

Drivers & Drinking

About Amárach

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research agency, providing a full range of

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