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Online and Mobile Retailing - Ireland - March 2013

INTRODUCTION
Key themes of the report
Definitions
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Forecast
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
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
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
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
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
FSTR and HYPR
Experience is All
Mintel Futures: Access Anything, Anywhere
MARKET OVERVIEW
Key points
Mobile internet penetration levels on the increase
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
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
Figure 7: Global retailers delivering goods purchased online to RoI consumers, 2011-12
Figure 8: Global retailers delivering goods purchased online, RoI, UK (inc NI) and US, 2012
Online and mobile channels enable price comparison
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
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
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
Key points
Retailers look to contactless payments to improve in-store convenience
Consumers increasingly researching online before purchasing offline
MARKET SIZE AND FORECAST
Key points
Online and mobile retail sales forecast to continue growing
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
Figure 14: Annual average nominal wages (€), NI, RoI and UK, 2008-11
Mobile devices also contributing to sales growth
Forecast
Figure 15: Forecast of value of online and mobile retail sales, IoI, 2008-18
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPANIES AND INNOVATIONS
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
Key points
NI consumers regularly shop online
Figure 16: Frequency of online shopping, by demographics, NI and RoI, February 2013
Figure 17: Consumers regularly shopping online (once a month or more), by demographics, NI and RoI, 2012-13
Irish women are main online shoppers
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
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
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
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
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
Key points
Travel services popular with RoI consumers
Figure 23: Items bought online in the last 12 months, by demographics, NI and RoI, February 2013
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
Figure 25: Hotel or other overnight accommodation bought online in the last 12 months, by gender and age, NI and RoI, February 2013
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
Figure 27: Books, CDs and DVDs bought online in the last 12 months, by demographics, NI and RoI, 2012-2013
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
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
Figure 30: Clothing, footwear and accessories purchased online in the last 12 months, by demographics, NI and RoI, 2012-13
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
Figure 32: Movies (streamed or delivered) bought online in the last 12 months, by all demographics, 2012-13
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
Figure 34: Groceries (for home delivery) bought online in the last 12 months, by demographics, NI and RoI, 2012-13
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
Key points
Free postage would encourage more online sales
Figure 36: Agreement with statements relating to online shopping, by demographics, NI and RoI, February 2013
Figure 37: Agreement with the statement ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, February 2013
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
Figure 39: Agreement with the statement ‘Shopping online makes my life easier’, by gender and age, NI and RoI, February 2013
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
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
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
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
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
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
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
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
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
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)
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)
Figure 53: Agreement with statements relating to online shopping, by demographics, NI, February 2013 (continued)
RoI Toluna data
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
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)
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)
Figure 60: Agreement with statements relating to online shopping, by demographics, RoI, February 2013 (continued)

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