Table of Contents
Executive Summary
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- The market
- Forecast
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- Figure 1: Indexed forecast value of online and mobile retail sales, NI and RoI, 2010-20
- Market factors
- Internet connectivity continuing to improve across Ireland
- Mobile retail to be boosted by increasing ownership of smartphones and tablets
- Social network sites catering to retailers
- EU VAT regulations, caps on interchange fees and a weakening Euro impacting prices
- Introduction of postcodes in RoI may boost online sales in the region
- Innovations
- The consumer
- Irish consumers more likely to engage in online and mobile retailing while at home
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- Figure 2: Usage of devices to shop online in the last 12 months, NI and RoI, December 2014
- Physical media, fashion and travel the most popular items purchased online
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- Figure 3: Types of items that consumers have bought online in the last 12 months, by device, NI and RoI, December 2014
- Delivery to the home the most popular method of receiving items
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- Figure 4: Methods used to have items delivered – or return items in the last 12 months, NI and RoI, December 2014
- Irish consumers more likely to value cheaper delivery over faster delivery
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- Figure 5: Agreement with statements relating to online and mobile retailing, NI and RoI, December 2014
- What we think
Issues and Insights
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- What devices do Irish consumers use to purchase items online?
- The facts
- The implications
- What types of products and services are Irish consumers buying online?
- The facts
- The implications
- What are consumers’ delivery preferences?
- The facts
- The implications
- What impact will the introduction of the postcode system in RoI have upon online retail?
- The facts
- The implications
- What is the value of the online and mobile retail sector in Ireland?
- The facts
- The implications
Trend Application
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- Locavore
- FSTR HYPR
- Experience Is All
Market Overview
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- Key points
- Internet access key to online and mobile retail
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- Figure 6: Household broadband penetration (fixed and mobile), NI and RoI, 2009-14
- Increasing availability and use of Wi-Fi hotspots in RoI
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- Figure 7: Public Wi-Fi hotspots, RoI, 2009-14
- Growing levels of mobile device ownership to boost m-commerce
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- Figure 8: Increase in smartphone ownership, NI and RoI, 2013-14
- Tablet ownership sees strong increase
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- Figure 9: Increase in tablet ownership, NI, and RoI 2013-14
- Increasing engagement with shopping apps
- Social commerce a big opportunity for retailers?
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- Figure 10: Use of Facebook and Twitter in the last three months, NI and RoI, April 2014
- Facebook attempting to bring order to group selling
- ‘Place of Supply’ VAT regulations impacting buyers and sellers of digital goods
- Lower card transaction fees expected in 2015
- Weakening euro will increase costs for RoI consumers shopping from UK retailers
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- Figure 11: Value of Euro to Pound Sterling, 2005-15
- RoI to benefit from a national postcode system
- Three out of 10 RoI consumers to shop online more in response to postal codes
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- Figure 12: Agreement with the statement ‘I expect that I will shop online more when the postal code is introduced in 2015’, RoI, December 2014
Market Size and Forecast
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- Key points
- Online and mobile retail expenditure expected to increase in 2015
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- Figure 13: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2010-20
- Strong growth forecast to 2020
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- Figure 14: Indexed forecast value of online and mobile retail sales, NI and RoI, 2010-20
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- Figure 15: Consumers making online purchases in the last 12 months, UK (including NI) and RoI, 2005-14
- Figure 16: Proportion of total sales made online (excluding automotive fuel) and year-on-year growth rate, UK (including NI), 2011-14
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovations
- HeartThis app allows customers to shop in all their favourite stores through one app
- New apps enable art shoppers to preview prospective purchases in their homes
- Haggling comes to Amazon with the new ‘Make an Offer’ feature
- Development of apps to enable shopping from wearables gaining momentum
- First Amazon staffed pickup location announced at US University
- Alibaba is the first to trial a drone delivery service on customers
Company Profiles
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- Pure-play ‘e-tailers’
- Amazon
- Key facts
- Brands and products
- Recent developments
- ASOS
- Key facts
- Brands and products
- Recent developments
- eBay
- Key facts
- Brands and products
- Recent developments
- Littlewoods (Shop Direct)
- Key facts
- Brands and products
- Recent developments
- Multi-channel retailers
- Arnotts
- Key facts
- Brands and products
- Recent developments
- Avoca
- Key facts
- Brands and products
- Recent developments
- Boots (Walgreens Boots Alliance)
- Key facts
- Brands and products
- Recent developments
- Debenhams
- Key facts
- Brands and products
- Recent developments
- Eason and Son (Easons)
- Key facts
- Recent developments
- Dunnes
- Key facts
- Brands and products
- Recent developments
- Harvey Norman
- Key facts
- Brands and products
- Next
- Key facts
- Brands and products
- Recent developments
- SuperValu
- Key facts
- Brands and products
- Recent developments
- Tesco
- Key facts
- Brands and products
- Recent developments
The Consumer – Devices Used to Shop Online
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- Key points
- Laptop/desktop computers more likely to be used for online shopping
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- Figure 17: Usage of devices to shop online in the last 12 months, NI and RoI, December 2014
- Devices usage reflective of ownership
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- Figure 18: Ownership of devices in household, NI and RoI, December 2014
- Women more likely to engage in mobile retailing, particularly while at home
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- Figure 19: Use of smartphones and tablets to shop online in the last 12 months, by gender, NI, December 2014
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- Figure 20: Use of smartphones and tablets to shop online in the last 12 months, by gender, RoI, December 2014
The Consumer – Items Purchased
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- Key points
- NI consumers exhibit higher online purchasing levels across most types of goods and services
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- Figure 21: Types of items that consumers have bought online in the last 12 months, by device, NI and RoI, December 2014
- Digital media sales strong via smartphones
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- Figure 22: Consumers who purchased books/CDs/DVDs/video games or music/movies/game downloads in the last 12 months via smartphone devices, NI and RoI, December 2014
- Purchasing fashion items via tablet devices peaks amongst 45-54-year-olds
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- Figure 23: Consumers who purchased clothing/footwear/accessories online via a tablet device in the last 12 months, by age, NI and RoI, December 2014
- NI consumers twice as likely to purchase household appliances online
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- Figure 24: Consumers who purchased household appliances online in the last 12 months via laptop/desktop computers, NI and RoI, December 2014
- Irish consumers less likely to purchase DIY and garden products, or furniture and home furnishings online
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- Figure 25: Consumers who purchased DIY and garden, or furniture and home furnishings online via a laptop/desktop computer over the last 12 months, NI and RoI, December 2014
The Consumer – Methods of Delivery and Return
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- Key points
- Home delivery dominates
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- Figure 26: Methods used to have items delivered – or to return items in the last 12 months, NI and RoI, December 2014
- Click-and-collect more likely amongst consumers with children
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- Figure 27: Consumers who have used click-and-collect services from the retailer they purchased from, by presence of children in household. NI and RoI, December 2014
- RoI women significantly more likely than men to return purchases via post
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- Figure 28: Consumers who have returned an online purchase by post in the last 12 months, RoI, December 2014
The Consumer – Attitudes to Online and Mobile Retailing
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- Key points
- Majority of consumers value delivery cost savings over faster delivery
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- Figure 29: Agreement with statements relating to online and mobile retailing, NI and RoI, December 2014
- More local businesses trading online would be a catalyst for online shopping
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- Figure 30: Consumers who agreed with the statement ‘I would shop online more if there were more NI/RoI based online retailers,’ by age, NI and RoI, December 2014
- Seven out of 10 consumers feel there are more bargains online
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- Figure 31: Consumers who agreed with the statement ‘There are more bargains online compared to high street shops,’ by age, NI and RoI, December 2014
- Almost four in 10 consumers research purchases online, but buy offline
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- Figure 32: Agreement with the statements ‘I research purchases online, but prefer to make the purchase in-store,’ versus ‘I prefer to look at a product in-store and then buy it online,’ NI and RoI, December 2014
Appendix
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- NI Toluna data
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- Figure 33: Types of device that consumers have used to shop online in the last 12 months, while at home, NI, by demographics, December 2014
- Figure 34: Types of device that consumers have used to shop online in the last 12 months, while not at home (eg at work, in a café), NI, by demographics, December 2014
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- Figure 35: Types of device that consumers have not used to buy products online in the last 12 months, NI, by demographics, December 2014
- Figure 36: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014
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- Figure 37: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014 (continued)
- Figure 38: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014 (continued)
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- Figure 39: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014
- Figure 40: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014 (continued)
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- Figure 41: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014 (continued)
- Figure 42: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014
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- Figure 43: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014 (continued)
- Figure 44: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014 (continued)
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- Figure 45: Types of delivery methods used to have items delivered – or to return items in the last 12 months, NI, by demographics, December 2014
- Figure 46: Types of delivery methods used to have items delivered – or to return items in the last 12 months, NI, by demographics, December 2014 (continued)
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- Figure 47: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use’, NI, by demographics, December 2014
- Figure 48: Agreement with the statement ‘I am interested in having packages deliver by drone (eg amazon prime air)’, NI, by demographics, December 2014
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- Figure 49: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers’, NI, by demographics, December 2014
- Figure 50: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, NI, by demographics, December 2014
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- Figure 51: Agreement with the statement ‘I prefer to look at a product in- store and then buy it online’, NI, by demographics, December 2014
- Figure 52: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, NI, by demographics, December 2014
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- Figure 53: Agreement with the statement ‘I don’t trust online security when paying for goods/services’, NI, by demographics, December 2014
- Figure 54: Agreement with the statement ‘I prefer to buy and download music/movies/games/etc rather than buy physical copies’, NI, by demographics, December 2014
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- Figure 55: Agreement with the statement ‘I research purchases online but prefer to make the purchase in-store’, NI, by demographics, December 2014
- Figure 56: Agreement with the statement ‘There are more bargains online compared to high street shops’, NI, by demographics, December 2014
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- Figure 57: Agreement with the statement ‘I am willing to pay more for delivery to get products faster’, NI, by demographics, December 2014
- RoI Toluna data
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- Figure 58: Types of device that consumers have used to shop online in the last 12 months, while at home, RoI, by demographics, December 2014
- Figure 59: Types of device that consumers have used to shop online in the last 12 months, while not at home (eg at work, in a café), RoI, by demographics, December 2014
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- Figure 60: Types of device that consumers have not used to buy products online in the last 12 months, RoI, by demographics, December 2014
- Figure 61: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014
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- Figure 62: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014 (continued)
- Figure 63: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014 (continued)
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- Figure 64: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014
- Figure 65: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014 (continued)
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- Figure 66: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014 (continued)
- Figure 67: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014
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- Figure 68: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014 (continued)
- Figure 69: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014 (continued)
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- Figure 70: Types of delivery methods used to have items delivered – or to return items in the last 12 months, RoI, by demographics, December 2014
- Figure 71: Types of delivery methods used to have items delivered – or to return items in the last 12 months, RoI, by demographics, December 2014 (continued)
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- Figure 72: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use’, RoI, by demographics, December 2014
- Figure 73: Agreement with the statement ‘I am interested in having packages deliver by drone (eg amazon prime air)’, RoI, by demographics, December 2014
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- Figure 74: Agreement with the statement ‘I expect that I will shop online more when the postal code is introduced in 2015’, RoI, by demographics, December 2014
- Figure 75: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers’, RoI, by demographics, December 2014
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- Figure 76: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, RoI, by demographics, December 2014
- Figure 77: Agreement with the statement ‘I prefer to look at a product in- store and then buy it online’, RoI, by demographics, December 2014
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- Figure 78: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, RoI, by demographics, December 2014
- Figure 79: Agreement with the statement ‘I don’t trust online security when paying for goods/services’, RoI, by demographics, December 2014
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- Figure 80: Agreement with the statement ‘I prefer to buy and download music/movies/games/etc rather than buy physical copies’, RoI, by demographics, December 2014
- Figure 81: Agreement with the statement ‘I research purchases online but prefer to make the purchase in-store’, RoI, by demographics, December 2014
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- Figure 82: Agreement with the statement ‘There are more bargains online compared to high street shops’, RoI, by demographics, December 2014
- Figure 83: Agreement with the statement ‘I am willing to pay more for delivery to get products faster’, RoI, by demographics, December 2014
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