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Online and Mobile Retailing - Ireland - March 2016

OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
The market
Forecast
Figure 1: Indexed forecast value of online and mobile retail sales, NI and RoI, 2011-21
Market factors
UK has the highest level of online shopping in EU; scope for growth in RoI
Digital single market to make it easier to buy goods online
High device ownership can boost online shopping in Ireland
Showrooming an opportunity for multi-channel retailers
Internet connectivity continues to improve
Companies, brands and innovation
The consumer
Consumers shopping online at home
Figure 2: Usage of devices to shop online in the last 12 months, NI and RoI, February 2016
Fashion items popular online purchases in Ireland
Figure 3: Types of items/services bought online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
Irish consumers prefer having goods delivered to home
Figure 4: Consumers who have used click-and-collect services from the retailer they purchased from, by gender and age, NI and RoI, February 2016
Lower delivery costs more important than speed of delivery for Irish consumers
Figure 5: Agreement with statements relating to online and mobile retailing, NI and RoI, February 2016
What we think
ISSUES AND INSIGHTS
Which devices are Irish consumers using to shop online and what are they buying?
The facts
The implications
Which types of delivery methods are Irish consumers using to receive goods?
The facts
The implications
What would encourage Irish consumers to shop online more often?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Ireland to see strong growth in online sales during 2016
UK has the highest level online shopping in EU, scope for growth in RoI
Digital single market can boost online shopping
Irish consumers have access to multiple devices
MARKET SIZE AND FORECAST
Online and mobile retail sales continue to grow in 2015
Figure 6: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2011-21
Figure 7: Proportion of total retail sales made online, UK (including NI), 2011-15
Strong growth will see online retail sales in Ireland reach €15.4 billion by 2021
Figure 8: Indexed forecast value of online and mobile retail sales, NI and RoI, 2011-21
MARKET DRIVERS
UK Europe’s top market for e-commerce
Figure 9: Online purchases in selected European Union markets, 2015
EU to create a digital single market to grow online sales
Ownership of internet-enabled devices high in Ireland
Figure 10: Ownership of or access to mobile technology devices, NI and RoI, March 2015-February 2016
Internet penetration high in Ireland
Figure 11: Household broadband penetration (fixed and mobile), RoI, 2010-15
Figure 12: Internet take-up, NI, 2010-15
Showrooming remains popular
Figure 13: Percentage of consumers that have engaged in ‘showrooming’, by region, UK (including NI), 2015
RoI consumers benefiting from improving economy
Figure 14: Financial health of Irish consumers, RoI, March 2015-February 2016
Mixed picture for NI consumers personal finances
Figure 15: Financial health of Irish consumers, NI, March 2015-February 2016
Figure 16: Average Household Income Tracker, £ per week, UK, October-December 2015
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Amazon launches Pay Monthly
Online retailers get personal
Littlewoods catalogue goes online
ASOS rewards loyalty and customer engagement
Sainsbury’s takes an omni-channel approach
COMPETITIVE STRATEGIES – KEY PLAYERS
 PURE-PLAY RETAILERS
Amazon
Amazon introduces Pay Monthly to the UK
Amazon sells own-brand clothing online
ASOS
ASOS launches online loyalty scheme
eBay
Assisted selling service to make selling goods on eBay hassle-free
New mobile app to simplify mobile retailing
Click and don’t collect
Littlewoods
Littlewoods introduces free returns
Littlewoods catalogue goes mobile
 MULTI-CHANNEL RETAILERS
Arnotts
Mega Event delivers strong online sales for Arnotts
Harvey Norman
Next
Next faces stiff competition online
Sainsbury’s
Sainsbury’s bid to acquire Home Retail Group
Tu clothing moves online
Tesco
Tesco increases minimum spend threshold for online deliveries
THE CONSUMER – WHAT YOU NEED TO KNOW
Laptop/desktops used to shop online at home, smartphones when out of home
Fashion and tourism-related services the top items bought online
More flexible delivery options interest Irish consumers
Additional charges driving up cost of shopping online
DEVICES USED TO SHOP ONLINE
Online shopping is taking place at home
Figure 17: Usage of devices to shop online in the last 12 months, NI and RoI, February 2016
Irish women the main mobile shoppers
Figure 18: Use of smartphones and tablets to shop online in the last 12 months, by gender, NI, February 2016
Figure 19: Use of smartphones and tablets to shop online in the last 12 months, by gender, RoI, February 2016
ITEMS PURCHASED ONLINE
Fashion an important category online
Figure 20: Types of items/services bought online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
Rural consumers a key market for fashion retailers
Figure 21: Consumers who have purchased clothing, footwear or accessories online using a laptop or desktop computer, by location, RoI, February 2016
Figure 22: Consumers who have purchased clothing, footwear or accessories online using a laptop or desktop computer, by location, NI, February 2016
Tourism-related services most likely to be booked by men
Figure 23: Consumers who have purchased travel (eg flights, holiday packages) and hotel or other overnight accommodation services online using a laptop or desktop computer, by gender, NI and RoI, February 2016
Streaming to smartphones popular
Figure 24: Consumers who have purchased books/CDs/DVDs/video games (physical copies) and streamed or downloaded books/music/movies/games (including rentals) using a laptop/desktop, smartphone and tablet, by age, NI, February 2016
Figure 25: Consumers who have purchased books/CDs/DVDs /video games (physical copies) and streamed or downloaded books/music/movies/games (including rentals) using a smartphone and tablet, by age, RoI, February 2016
TYPES OF DELIVERY USED
Home delivery the preferred method of receiving goods
Figure 26: Types of delivery used by consumers when shopping online in the last 12 months, NI and RoI, February 2016
Women most likely to click-and-collect
Figure 27: Consumers who have used click-and-collect services from the retailer they purchased from, by gender and age, NI and RoI, February 2016
Flexible delivery appeals most to working consumers
Figure 28: Consumers who have had goods delivered to work/other location in the last 12 months, by work status, NI and RoI, February 2016
ATTITUDES TOWARDS ONLINE AND MOBILE RETAILING
Cost savings more important than speed of delivery
Figure 29: Agreement with statements relating to online and mobile retailing, NI and RoI, February 2016
Free and cheaper postage costs have broad appeal
Figure 30: Agreement with statements relating to online and mobile retailing, by gender and age, NI and RoI, February 2016
Ease of shopping on websites appeals to Gen Xers in NI, Boomers in RoI
Figure 31: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by age, NI and RoI, February 2016
Minimum spend surcharges contributing to growing cost of online shopping
Figure 32: Agreement with statements relating to online and mobile retailing, by social class, NI, February 2016
Figure 33: Agreement with statements relating to online and mobile retailing, by social class, RoI, February 2016
Irish consumers would like more local businesses to trade online
Figure 34: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers, by gender and age, NI and RoI, February 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Lifestyle cohort definitions
Market size rationale
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna data
Figure 35: Consumers who have used a laptop/desktop computer to shop online in the last 12 months, by location, by demographics, NI, February 2016
Figure 36: Consumers who have used a smartphone to shop online in the last 12 months, by location, by demographics, NI, February 2016
Figure 37: Consumers who have used a tablet to shop online in the last 12 months, by location, by demographics, NI, February 2016
Figure 38: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016
Figure 39: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016 (continued)
Figure 40: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016 (continued)
Figure 41: Types of items/services bought online via smartphone, by demographics, NI, February 2016
Figure 42: Types of items/services bought online via smartphone, by demographics, NI, February 2016 (continued)
Figure 43: Types of items/services bought online via smartphone, by demographics, NI, February 2016 (continued)
Figure 44: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
Figure 45: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
Figure 46: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
Figure 47: Types of delivery used by consumers when shopping online in the last 12 months, by demographics, NI, February 2016
Figure 48: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use (eg deal-of-the-day/Black Friday offers)’, by demographics, NI, February 2016
Figure 49: Agreement with the statement ‘I am interested in having packages delivered by drone (eg Amazon Prime Air)’, by demographics, NI, February 2016
Figure 50: Agreement with the statement ‘I would shop online more if there were more NI-based online retailers’, by demographics, NI, February 2016
Figure 51: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, by demographics, NI, February 2016
Figure 52: Agreement with the statement ‘I prefer to look at a product in-store and then buy it online’, by demographics, NI, February 2016
Figure 53: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by demographics, NI, February 2016
Figure 54: Agreement with the statement ‘I have been affected by a company’s data being hacked (eg M&S, Asda)’, by demographics, NI, February 2016
Figure 55: Agreement with the statement ‘Minimum spend surcharges (eg €/£4 fee for spending below €/£40 per order) would deter me from shopping online in the future’, by demographics, NI, February 2016
Figure 56: Agreement with the statement ‘I prefer to use click-and-collect services compared to having items delivered to my home/work’, by demographics, NI, February 2016
Figure 57: Agreement with the statement ‘I find shopping online is more expensive compared to 12 months ago’, by demographics, NI, February 2016
RoI Toluna data
Figure 58: Consumers who have used a laptop/desktop computer to shop online in the last 12 months, by location, by demographics, RoI, February 2016
Figure 59: Consumers who have used a smartphone to shop online in the last 12 months, by location, by demographics, RoI, February 2016
Figure 60: Consumers who have used a tablet o shop online in the last 12 months, by location, by demographics, RoI, February 2016
Figure 61: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016
Figure 62: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016 (continued)
Figure 63: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016 (continued)
Figure 64: Types of items/services bought online via smartphone, by demographics, RoI, February 2016
Figure 65: Types of items/services bought online via smartphone, by demographics, RoI, February 2016 (continued)
Figure 66: Types of items/services bought online via smartphone, by demographics, RoI, February 2016 (continued)
Figure 67: Types of items/services bought online via tablet, by demographics, RoI, February 2016
Figure 68: Types of items/services bought online via tablet, by demographics, RoI, February 2016 (continued)
Figure 69: Types of items/services bought online via tablet, by demographics, RoI, February 2016 (continued)
Figure 70: Types of delivery used by consumers when shopping online in the last 12 months, by demographics, RoI, February 2016
Figure 71: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use (eg deal-of-the-day/Black Friday offers)’, by demographics, RoI, February 2016
Figure 72: Agreement with the statement ‘I am interested in having packages delivered by drone (eg Amazon Prime Air)’, by demographics, RoI, February 2016
Figure 73: Agreement with the statement ‘My delivery experience has improved since the introduction of the eircode system’, by demographics, RoI, February 2016
Figure 74: Agreement with the statement ‘I would shop online more if there were more RoI-based online retailers’, by demographics, RoI, February 2016
Figure 75: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage ‘, by demographics, RoI, February 2016
Figure 76: Agreement with the statement ‘I prefer to look at a product in-store and then buy it online’, by demographics, RoI, February 2016
Figure 77: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by demographics, RoI, February 2016
Figure 78: Agreement with the statement ‘I have been affected by a company’s data being hacked (eg M&S, Asda)’, by demographics, RoI, February 2016
Figure 79: Agreement with the statement ‘Minimum spend surcharges (eg €/£4 fee for spending below €/£40 per order) would deter me from shopping online in the future’, by demographics, RoI, February 2016
Figure 80: Agreement with the statement ‘I prefer to use click-and-collect services compared to having items delivered to my home/work’, by demographics, RoI, February 2016
Figure 81: Agreement with the statement ‘I find shopping online is more expensive compared to 12 months ago’, by demographics, RoI, February 2016

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