Table of Contents
Executive Summary
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- The market
- Forecast
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- Figure 1: Indexed forecast of value of online and mobile retail sales, IoI, NI and RoI, 2009-19
- Market factors
- Increasing ownership of tablets presents opportunity for mobile retailing
- Significant increase in on-the-go internet access
- Longer working hours see consumers demand more convenient purchasing channels
- Weak finances could drive consumers online in search of best prices
- Payment security remains an issue
- Companies, brands and innovations
- The consumer
- NI consumers frequently shopping online
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- Figure 2: Frequency of online shopping, NI and RoI, March 2014
- Books popular in NI and travel services in RoI
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- Figure 3: Types of items bought online in the last 12 months, NI and RoI, March 2014
- Free postage would boost online sales
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- Figure 4: Agreement with statements relating to online and mobile shopping, NI and RoI, March 2014
- What we think
Issues and Insights
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- What is the value of the online and mobile retailing sector in Ireland?
- How often do Irish consumers shop online and through mobile devices?
- What types of products and services are Irish consumers buying online?
- What would encourage Irish consumers to shop online more frequently?
- How has the economic environment impacted Irish consumers’ shopping habits?
Trend Application
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- Experience is All
- Patriot Games
- Mintel futures: Access Anything, Anywhere
Market Overview
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- Key points
- Ownership of tablet computers increases
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- Figure 5: Consumers who own, or have access to a tablet computer, NI and RoI, October 2013-March 2014
- Increased working hours leaves less time for leisure shopping
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- Figure 6: Average number of actual weekly hours of work in main job, full- and part-time employees, UK (including NI) and RoI, 2008-13
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- Figure 7: Online purchases in selected European Union markets, 2012
- RoI to introduce national postcode system by 2015
- Consumers accessing mobile internet on the go increases
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- Figure 8: How consumers access the internet, NI and RoI, 2009-13
- Irish consumers’ personal finances weaken
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- Figure 9: How consumers rate their current financial situation, NI and RoI, November 2013-March 2014
- Few consumers note they distrust online security
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- Figure 10: Agreement with the statement: 'I do not trust online security when making financial transactions', NI and RoI, 2011-14
- Biometrics to enhance online security
Competitive Context
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- Key points
- Preference for in-store purchasing grows
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- Figure 11: Agreement with the statement: 'I research purchases online but prefer to make the purchase in person’, NI and RoI, 2011-14
- Interest in contactless payment cards increases
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- Figure 12: Agreement with statements relating to contactless card technology, NI and RoI, October 2013
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- Figure 13: Agreement with the statement: ‘I do not have a contactless debit/credit card but would be interested in having one’, NI and RoI, 2012 and 2013
Market Size and Forecast
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- Key points
- Online and mobile retail sales expected to increase in 2014
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- Figure 14: Estimated value of online and mobile retail sales, IoI, NI and RoI, 2009-19
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- Figure 15: Average yearly internet sales as a proportion of all retailing (non-seasonally adjusted), UK (incl. NI), 2007-13
- Strong growth forecast for online and mobile retail sales through to 2019
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- Figure 16: Indexed forecast of value of online and mobile retail sales, IoI, NI and RoI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Examples of innovation
- SuperValu ‘Drive Through’
- Amazon Prime Air
- Argos and Buyapowa Co-buying
- Company profiles – Pure-play retailers
- Amazon
- ASOS
- eBay
- Littlewoods
- Play
- Ryanair
- Ticketmaster
- Company profiles – Multichannel retailers
- Aer Lingus
- Argos
- Next
- Tesco
- SuperValu
The Consumer – Frequency of Online and Mobile Shopping
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- Key points
- Working consumers most likely to frequently buy online
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- Figure 17: Frequency of online shopping, NI and RoI, March 2014
- Employed consumers most likely to shop online
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- Figure 18: Consumers that frequently shop online (at least once a month or more often), by work status, NI and RoI, March 2014
- Occasional online shopping declines in RoI
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- Figure 19: Consumers that occasionally shop online (less than once a month but more than once every three months), NI and RoI, 2013 and 2014
- Consumers ‘never shopping online’ declines
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- Figure 20: Consumers that never shop online, NI and RoI, 2013 and 2014
The Consumer – Items Purchased Online
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- Key points
- NI consumers have higher online purchasing levels across most types of goods
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- Figure 21: Types of items bought online in the last 12 months, NI and RoI, March 2014
- Consumers purchasing fewer books, CDs, DVDs and video games online
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- Figure 22: Consumers purchasing books, CDs, DVDs and video games in the last 12 months, NI and RoI, 2013 and 2014
- Millennials show highest levels of downloading content
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- Figure 23: Consumers downloading music, movies and video games in the last 12 months, by age, NI and RoI, March 2014
- More RoI men buying clothes and footwear online
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- Figure 24: Consumers purchasing clothing, footwear or accessories online in the last 12 months, by gender, NI and RoI, 2013 and 2014
- Affluent consumers most likely to purchase holidays online
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- Figure 25: Consumers purchasing travel services and hotels or other overnight accommodation online in the last 12 months, by social class, NI and RoI, March 2014
- Online grocery shopping declines in Ireland
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- Figure 26: Consumers purchasing groceries (for home delivery) online in the last 12 months, NI and RoI, 2011-14
The Consumer – Attitudes Towards Online and Mobile Retailing
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- Key points
- Free postage, convenience and bargains top issues for Irish consumers
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- Figure 27: Agreement with statements relating to online and mobile shopping, NI and RoI, March 2014
- Free postage most likely to tempt RoI women to shop online more
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- Figure 28: Agreement with the statement: ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, March 2014
- Over half of consumers see more bargains online
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- Figure 29: Agreement with the statement: 'There are more bargains online compared to high street shops', NI and RoI, 2013 and 2014
- ‘Anytime shopping’ has broad appeal among Irish consumers
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- Figure 30: Agreement with the statement: ‘I shop online so I can shop at times that suit me (eg late at night)’, by age, NI and RoI, March 2014
- More locally based online retailers appeal to Irish consumers
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- Figure 31: Agreement with the statement: 'I would shop online more if there was more Northern Ireland/Republic of Ireland-based online retailers', by gender and social class, NI and RoI, March 2014
- Delivery lockers appeal to working consumers
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- Figure 32: Agreement with the statement: 'I like the idea of delivery lockers at convenient locations (eg convenience stores) for when I can’t take delivery of a parcel at home', by work status, NI and RoI, March 2014
Appendix
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- NI Toluna data
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- Figure 33: Frequency with which consumers shop online, by demographics, NI, March 2014
- Figure 34: Types of items bought online in the last 12 months, by demographics, NI, March 2014
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- Figure 35: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
- Figure 36: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
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- Figure 37: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
- Figure 38: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014
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- Figure 39: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014 (continued)
- Figure 40: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014 (continued)
- RoI Toluna data
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- Figure 41: Frequency with which consumers shop online, by demographics, RoI, March 2014
- Figure 42: Types of items bought online in the last 12 months, by demographics, RoI, March 2014
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- Figure 43: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
- Figure 44: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
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- Figure 45: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
- Figure 46: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014
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- Figure 47: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014 (continued)
- Figure 48: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014 (continued)
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