Table of Contents
Introduction
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- Key themes of the report
- Definitions
- Data sources
- Abbreviations
Executive Summary
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- The market
- Forecast
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- Figure 1: Forecast of value of online and mobile retail sales, IoI, NI and RoI, 2008-18
- Market factors
- Irish consumers embrace mobile internet
- Online and mobile retailing convenient for consumers
- Mobile technology key for Irish retailers
- Online and mobile technology encourages consumer promiscuity
- Security remains a concern for Irish consumers
- Companies, brands and innovations
- The consumer
- NI consumers frequently purchase online
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- Figure 2: Consumers regularly shopping online (once a month or more), by gender, NI and RoI, 2012-13
- Travel and entertainment products popular with Irish consumers
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- Figure 3: Items bought online in the last 12 months, by demographics, NI and RoI, February 2013
- Purchasing via mobile and smartphones declines in RoI
- Online shopping makes life easier
- More locally-based online retailers would encourage purchasing
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- Figure 4: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers, by gender and location, NI and RoI, February 2013
- What we think
Issues in the Market
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- What impact has the current economic climate had upon Irish consumers’ shopping habits?
- Are concerns regarding online security affecting consumer decisions to shop online?
- How often do Irish consumers shop online and through mobile devices?
- What are consumers purchasing through mobile devices and online?
- Are Irish consumers embracing online and mobile shopping?
Trend Applications
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- FSTR and HYPR
- Experience is All
- Mintel Futures: Access Anything, Anywhere
Market Overview
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- Key points
- Mobile internet penetration levels on the increase
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- Figure 5: Accessing the internet through a mobile phone, NI and RoI, 2008-12
- Ease of access driving mobile internet
- Convenience driving the shift towards online and mobile retailing
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- Figure 6: Average time spent working on a weekday (Mon-Fri), by demographics, NI and RoI, 2012
- From high street to ‘iStreet’
- Mobile technology enables on-the-go shopping
- Online retailers delivering more to RoI
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- Figure 7: Global retailers delivering goods purchased online to RoI consumers, 2011-12
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- Figure 8: Global retailers delivering goods purchased online, RoI, UK (inc NI) and US, 2012
- Online and mobile channels enable price comparison
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- Figure 9: Agreement with the statement ‘I am a bargain hunter’, NI and RoI, 2008-12
- Mobile price comparison aids bargain hunting
- Payment security a concern
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- Figure 10: Agreement with the statement ‘I would do my shopping on the internet if there was a safe way to pay’, by all demographics, NI and RoI, 2008-12
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- Figure 11: Agreement with the statement ‘I would do my shopping on the internet if there was a safe way to pay’, by age, NI and RoI, 2012
Competitive Context
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- Key points
- Retailers look to contactless payments to improve in-store convenience
- Consumers increasingly researching online before purchasing offline
Market Size and Forecast
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- Key points
- Online and mobile retail sales forecast to continue growing
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- Figure 12: Estimated value of online and mobile retail sales, IoI, NI and RoI, 2008-18
- Figure 13: Internet sales as a proportion of all retailing (non-seasonally adjusted), UK (inc NI), December 2008-December 2012
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- Figure 14: Annual average nominal wages (€), NI, RoI and UK, 2008-11
- Mobile devices also contributing to sales growth
- Forecast
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- Figure 15: Forecast of value of online and mobile retail sales, IoI, 2008-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Examples of innovation
- SuperValu launches RoI’s first full-commerce app
- eBay’s pop-up shop enables consumers to trial mobile shopping
- Company profiles
- Aer Lingus
- Amazon
- Argos
- ASOS
- eBay
- Littlewoods
- SuperValu
- Ticketmaster
The Consumer – Frequency of Online and Mobile Shopping
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- Key points
- NI consumers regularly shop online
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- Figure 16: Frequency of online shopping, by demographics, NI and RoI, February 2013
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- Figure 17: Consumers regularly shopping online (once a month or more), by demographics, NI and RoI, 2012-13
- Irish women are main online shoppers
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- Figure 18: Consumers regularly shopping online (once a month or more), by gender and age, NI and RoI, February 2013
- On-the-go shopping stagnates in NI, declines in RoI
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- Figure 19: Consumers regularly shopping online (once a month or more) through a mobile phone/smartphone, by demographics, NI and RoI, 2012-13
- RoI consumers prefer occasional online shopping
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- Figure 20: Consumers occasionally shopping online (at least once in the last three months but less than less once a month), by demographics, NI and RoI, 2012-13
- Affluent rural consumers in RoI most likely to shop online occasionally
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- Figure 21: Consumers occasionally shopping online (at least once in the last three months but less than less once a month), by location and social class, NI and RoI, February 2013
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- Figure 22: Consumers shopping online occasionally (at least once in the last three months but less than once a month), by gender and age, NI and RoI, February 2013
The Consumer – Usage of Online and Mobile Retailing
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- Key points
- Travel services popular with RoI consumers
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- Figure 23: Items bought online in the last 12 months, by demographics, NI and RoI, February 2013
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- Figure 24: Travel services (eg flights and holiday packages) bought in the last 12 months, by gender and age, NI and RoI, February 2013
- Consumers aged 45-54 key purchasers of accommodation online
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- Figure 25: Hotel or other overnight accommodation bought online in the last 12 months, by gender and age, NI and RoI, February 2013
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- Figure 26: Hotel or overnight accommodation bought online in the last 12 months, by marital status, NI and RoI, February 2013
- Elderly favour tangible goods while the young prefer digital versions
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- Figure 27: Books, CDs and DVDs bought online in the last 12 months, by demographics, NI and RoI, 2012-2013
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- Figure 28: Books, CDs and DVDs bought online in the last 12 months, by gender and age, NI and RoI, February 2013
- Younger consumers prefer digital downloads
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- Figure 29: Consumers downloading music, movies and games in the last 12 months, by gender and age, NI and RoI, February 2013
- Clothing and footwear selling well online
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- Figure 30: Clothing, footwear and accessories purchased online in the last 12 months, by demographics, NI and RoI, 2012-13
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- Figure 31: Clothing, footwear and accessories bought online in the last 12 months, by gender and age, NI and RoI, 2012-13
- Movie rentals online see low usage throughout Ireland
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- Figure 32: Movies (streamed or delivered) bought online in the last 12 months, by all demographics, 2012-13
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- Figure 33: Movies (streamed or delivered) bought online in the last 12 months, by gender and age, NI and RoI, February 2013
- Online grocery shopping sees growth in Ireland
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- Figure 34: Groceries (for home delivery) bought online in the last 12 months, by demographics, NI and RoI, 2012-13
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- Figure 35: Groceries (for home delivery) bought online in the last 12 months, by gender and work status, NI and RoI, 2012-13
The Consumer – Attitudes Towards Online and Mobile Retailing
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- Key points
- Free postage would encourage more online sales
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- Figure 36: Agreement with statements relating to online shopping, by demographics, NI and RoI, February 2013
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- Figure 37: Agreement with the statement ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, February 2013
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- Figure 38: Agreement with the statement ‘Free postage would encourage me to shop online more’, by location, NI and RoI, February 2013
- Shopping online makes life easier for Irish consumers
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- Figure 39: Agreement with the statement ‘Shopping online makes my life easier’, by gender and age, NI and RoI, February 2013
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- Figure 40: Agreement with the statement ‘Shopping online has made my life easier’, by work status, NI and RoI, February 2013
- Consumers seeking more retail apps
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- Figure 41: Agreement with the statement ‘I think all online retailers should offer apps to make shopping easier’, by gender and age, NI and RoI, February 2013
- Local online retailers would encourage greater purchasing among RoI consumers
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- Figure 42: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers’, by gender and age, NI and RoI, February 2013
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- Figure 43: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers, by location, NI and RoI, February 2013
- Online bargain hunting prevalent throughout Ireland
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- Figure 44: Agreement with the statement ‘There are more bargains online compared to high street shops’, by gender and social class, NI and RoI, February 2013
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- Figure 45: Agreement with the statement ‘There are more bargains online compared to high street shops’, by age, NI and RoI, February 2013
- ‘Showrooming’ popular in Ireland
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- Figure 46: Agreement with the statement ‘I like to look at a product in a shop and then but it online to save money’, by gender and age, NI and RoI, February 2013
Appendix
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- Figure 47: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
- Figure 48: Economic outlook, NI and RoI, 2010-14
- NI Toluna data
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- Figure 49: Frequency of online shopping, by demographics, NI, February 2013
- Figure 50: Items bought online in the last 12 months, by demographics, NI, February 2013
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- Figure 51: Items bought online in the last 12 months, by demographics, NI, February 2013 (continued)
- Figure 52: Items bought online in the last 12 months, by demographics, NI, February 2013 (continued)
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- Figure 53: Agreement with statements relating to online shopping, by demographics, NI, February 2013
- Figure 54: Agreement with statements relating to online shopping, by demographics, NI, February 2013 (continued)
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- Figure 53: Agreement with statements relating to online shopping, by demographics, NI, February 2013 (continued)
- RoI Toluna data
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- Figure 54: Frequency of online shopping, by demographics, RoI, February 2013
- Figure 55: Items bought online in the last 12 months, by demographics, RoI, February 2013
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- Figure 56: Items bought online in the last 12 months, by demographics, RoI, February 2013 (continued)
- Figure 57: Items bought online in the last 12 months, by demographics, RoI, February 2013 (continued)
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- Figure 58: Agreement with statements relating to online shopping, by demographics, RoI, February 2013
- Figure 59: Agreement with statements relating to online shopping, by demographics, RoI, February 2013 (continued)
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- Figure 60: Agreement with statements relating to online shopping, by demographics, RoI, February 2013 (continued)
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