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How Have Irish Companies and Consumers Embraced Online Shopping - Ireland - May 2010

This report analyses the dynamics of the online retailing sector in Ireland, and assesses the factors driving and limiting growth in online shopping by Irish consumers.

Being a distribution channel rather than a market in its own right, in addition to encompassing a huge range of different product and service types, there are obvious difficulties in any attempt to quantify the market for online shopping. This is further complicated by the fact that a significant proportion of online shopping by Irish consumers is conducted through overseas or offshore retailers’ online websites. Such transactions are not recorded in official statistics.

Mintel has estimated the market size based on several key factors and data sources: government statistics from NISRA and CSO, previous Mintel market size estimates (see Online Shopping – Has It Reached Its Potential? – Ireland, December 2007) and using UK market trends as a benchmark. In addition, a number of trade contacts were consulted during the compilation of this report, including several high-profile retailers and industry experts regarding market size and market conditions.

This report covers most areas of online retailing, but excludes financial services and travel. For analysis of these sectors, please refer to the Mintel reports, Online Banking – Ireland, November 2009 and Airlines-Package Holidays Vs Online Holidays – Ireland, January 2009.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Key points
              • ‘Information deficit’ hampering willing consumers
                • Established retail brands can exploit consumer fears
                  • A clutter-free, streamlined online experience
                    • Facilitating older consumers’ use of online retail sites
                      • Overseas markets represent massive potential
                      • Market in Brief

                        • Economic climate remains challenging for retailers
                          • Euro strength increases RoI consumers’ spending power
                            • Increased credit card penetration facilitates online shopping
                              • Strong recent growth in broadband penetration
                                • Improved sites enhance the online shopping experience
                                  • Online prices cheaper than those available on high street
                                    • Online shopping likely to appeal to modern lifestyles
                                      • Consumers not yet convinced about online shopping
                                        • Online options limited for RoI consumers
                                          • Online shopping more popular in NI than in RoI
                                            • Security remains an issue for some consumers
                                              • Online shoppers enjoy strong consumer protection
                                                • Social network sites offer effective route to consumers
                                                  • Irish online buying consistent with international norms
                                                    • RoI consumers not as convinced as NI counterparts
                                                      • Around 40% of internet users ‘committed online shoppers’
                                                      • Fast Forwards Trends

                                                          • Trend 1: Empowered Seniors
                                                            • What’s it about?
                                                              • What we’ve seen
                                                                • What next?
                                                                  • Trend 2: Over-Optioned Consumers
                                                                    • What’s it about?
                                                                      • What we’ve seen
                                                                        • What next?
                                                                        • Internal Market Environment

                                                                          • Key points
                                                                            • Online retailer offering an improved shopping experience
                                                                              • ... whereas poor website design drives consumers away
                                                                                • Online shopping as a leisure activity
                                                                                  • Figure 1: Agreement with ‘I really enjoy any kind of shopping’, by gender, RoI and NI, 2009
                                                                                • Shopping online for lowest prices
                                                                                  • From free-spenders to misers
                                                                                    • ... lower online prices likely to appeal in particular to RoI consumers
                                                                                      • Online shoppers snare early bargains
                                                                                        • Lowest prices often available through overseas-based online retailers
                                                                                          • Figure 2: Percentage of product searches where the cross-border offer was generally cheaper or at least 10% cheaper than the best domestic offer, EU27, May 2009
                                                                                        • Online retailers well placed to woo cross-border shoppers
                                                                                          • Cross-border delivery arrangements must be improved
                                                                                            • Consumers are time-stressed and convenience-led
                                                                                              • Multi-channel retailers have the edge
                                                                                                • A simple ‘select and buy’ site is not enough
                                                                                                  • Delivery a greater challenge for online-only sellers
                                                                                                    • Internet brings global competition
                                                                                                      • Consumers unconvinced about benefits of online shopping
                                                                                                        • Figure 3: Agreement that ‘To do my shopping by internet makes my life easier’, by age and socio-economic background, RoI and NI, 2009
                                                                                                      • Issues deterring online shopping:
                                                                                                        • RoI consumers forced to ‘go abroad’ for most products
                                                                                                          • Figure 4: Percentage of product searches where only cross-border options were found, EU15, 2009
                                                                                                        • Not all online options available to all consumers
                                                                                                          • Figure 5: Percentage of the technically accessible options for which online purchase was not possible, EU27, UK & RoI, May 2009
                                                                                                        • Increase in number of RoI businesses going online
                                                                                                        • Broader Market Environment

                                                                                                          • Key points
                                                                                                            • Both RoI and NI remain in recession
                                                                                                              • Figure 6: Economic outlook, NI and RoI, 2008-10
                                                                                                            • Little prospect of increasing inflation
                                                                                                              • No increase in interest rates expected in short term
                                                                                                                • Unemployment increasing both in RoI and NI
                                                                                                                  • Disposable income levels in decline or flat
                                                                                                                    • No likely increase in consumer spending
                                                                                                                      • Consumer confidence: NI and RoI
                                                                                                                        • UK consumers regaining their confidence
                                                                                                                          • Figure 7: Consumer Sentiment/Confidence Index, April 2007-10
                                                                                                                        • RoI consumer confidence remains brittle
                                                                                                                          • Euro strength drawing RoI consumers to overseas sellers
                                                                                                                            • UK retailers attracting high levels of RoI consumers’ spending
                                                                                                                              • Similar savings available through US-based online retailers
                                                                                                                                • Difference in VAT rates a form of discount
                                                                                                                                  • Increasing credit card penetration bodes well
                                                                                                                                    • Consumers aged 15-24 hampered by credit card requirement
                                                                                                                                      • Growing credit card debt default likely to limit new issuing
                                                                                                                                      • Evolution of the E-Consumer

                                                                                                                                        • Key points
                                                                                                                                          • First stage consumers
                                                                                                                                            • Second stage consumers
                                                                                                                                              • Third stage consumers
                                                                                                                                                • Fourth stage consumers
                                                                                                                                                    • Figure 8: The evolution of an E-consumer
                                                                                                                                                  • Most common reason for visiting online retail site: to learn
                                                                                                                                                  • Online Access and Use

                                                                                                                                                    • Key points
                                                                                                                                                      • Strong growth in broadband penetration since 2006
                                                                                                                                                        • Figure 9: Percentage of consumers with a broadband internet connection at home, NI & RoI, 2003-09
                                                                                                                                                      • Broadband connections critical to increased online shopping participation
                                                                                                                                                        • Computers the dominant means of accessing internet
                                                                                                                                                          • ... but mobile phone access should not be ignored
                                                                                                                                                            • UK consumer data indicate little present enthusiasm
                                                                                                                                                              • Some retailers launching initiatives to facilitate m-commerce
                                                                                                                                                                • PC ownership growing year on year
                                                                                                                                                                  • Figure 10: Consumer ownership of a PC, NI & RoI, 2009
                                                                                                                                                                • Preference for laptops over desktops
                                                                                                                                                                • Security, Risks and Fraud

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Security concerns discouraging some
                                                                                                                                                                      • £180 million lost through online fraud
                                                                                                                                                                        • NI consumers most cautious of all UK consumers
                                                                                                                                                                          • Industry response to fraud
                                                                                                                                                                            • ... but industry efforts failing to convince
                                                                                                                                                                              • Figure 11: Agreement that ‘I would do my shopping by internet if there was a safe way to pay,’ RoI and NI, 2003-09
                                                                                                                                                                            • Online fraud a two-way street
                                                                                                                                                                              • “.ie” domain the safest
                                                                                                                                                                                • Irish consumers reasonably trusting
                                                                                                                                                                                  • Figure 12: Response to ‘How safe do you feel when you carry out transactions over the internet?’, UK, RoI & EU27, May 2009
                                                                                                                                                                                • ... but some evidence of complacency among RoI consumers
                                                                                                                                                                                  • Consumers undeterred nonetheless
                                                                                                                                                                                    • One in five feel retailer responsible for ensuring security
                                                                                                                                                                                      • “Copycat” sites hit consumer confidence
                                                                                                                                                                                      • Legislation, Regulations and Consumer Rights

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Online shoppers benefit from strong consumer rights
                                                                                                                                                                                            • Concerns over retailers’ failure to comply with regulations
                                                                                                                                                                                              • Online retailers of CE deemed to be the worst offenders
                                                                                                                                                                                                • Other sectors far from perfect
                                                                                                                                                                                                • Promoting Through Social Network Sites

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Potential to promote through social networking
                                                                                                                                                                                                      • Facebook preferred by Irish consumers
                                                                                                                                                                                                        • Figure 13: social networking sites (top five) respondents currently access, NI and RoI, September 2009
                                                                                                                                                                                                      • Ads on social network sites useful in raising brand awareness
                                                                                                                                                                                                        • Treading carefully so as not to alienate consumers
                                                                                                                                                                                                        • Strengths and Weaknesses

                                                                                                                                                                                                          • Strengths
                                                                                                                                                                                                            • Weaknesses
                                                                                                                                                                                                            • Who’s Innovating?

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Platform to enable small companies to trade online
                                                                                                                                                                                                                  • Directory showcasing Irish online stores
                                                                                                                                                                                                                    • Amazon Outlet appeals to price-conscious consumers
                                                                                                                                                                                                                      • Online shoppers – a ‘community’ in the true sense
                                                                                                                                                                                                                      • Market Value

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Measuring online sales an inexact science
                                                                                                                                                                                                                            • Total e-commerce sales valued at over £1.75 billion in 2009
                                                                                                                                                                                                                              • Figure 14: Online retail sales to Irish consumers, estimated total market size, 2007-09
                                                                                                                                                                                                                            • Online sales growth at expense of high street sales
                                                                                                                                                                                                                                • Figure 15: Most visited online retail sites (and rank in 100 most visited sites overall) by RoI and UK consumers, March 2010
                                                                                                                                                                                                                              • Growth in UK online sales losing momentum
                                                                                                                                                                                                                                • E-commerce growing share of total UK retail sales
                                                                                                                                                                                                                                  • Overseas-based online retailers growing share of UK market
                                                                                                                                                                                                                                  • Companies and Products

                                                                                                                                                                                                                                      • Amazon
                                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                                          • ASOS
                                                                                                                                                                                                                                            • Buy4Now
                                                                                                                                                                                                                                              • CD Wow!
                                                                                                                                                                                                                                                • Debenhams
                                                                                                                                                                                                                                                  • Dell
                                                                                                                                                                                                                                                    • DSGi
                                                                                                                                                                                                                                                      • eBay
                                                                                                                                                                                                                                                        • HMV
                                                                                                                                                                                                                                                          • MandMdirect
                                                                                                                                                                                                                                                            • Next
                                                                                                                                                                                                                                                              • Play.com
                                                                                                                                                                                                                                                                • Shop Direct Group
                                                                                                                                                                                                                                                                  • Tesco
                                                                                                                                                                                                                                                                    • Waterstone’s
                                                                                                                                                                                                                                                                    • The Consumer – Who Shops Online?

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Online shopping more popular in NI
                                                                                                                                                                                                                                                                            • Figure 16: How often respondents shop online, RoI & NI, April 2010
                                                                                                                                                                                                                                                                          • Online shopping frequency related to internet usage
                                                                                                                                                                                                                                                                              • Figure 17: Percentage of consumers who regularly (in the last month) shop online, by daily internet usage, RoI & NI, April 2009
                                                                                                                                                                                                                                                                            • Young(ish), ABC1, parents: most active online shoppers
                                                                                                                                                                                                                                                                              • 25-49 the peak years for regular online shopping
                                                                                                                                                                                                                                                                                • Figure 18: Percentage of consumers who regularly (in the last month) shop online, by age, RoI & NI, April 2010
                                                                                                                                                                                                                                                                              • ABC1s in employment display above-average tendency to shop online
                                                                                                                                                                                                                                                                                • The more children, the more online shopping
                                                                                                                                                                                                                                                                                    • Figure 19: Percentage of consumers who regularly (in the last month) shop online, RoI & NI, by number of children in household, April 2009
                                                                                                                                                                                                                                                                                • What do Irish Consumers Buy Online?

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Irish online buying consistent with international norms
                                                                                                                                                                                                                                                                                        • Figure 20: What products/services respondents have purchased online in the last six months, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                      • RoI consumers restricted by availability
                                                                                                                                                                                                                                                                                        • Books/CD/DVD purchases not dependent on internet usage
                                                                                                                                                                                                                                                                                            • Figure 21: Consumers who have purchased books/CDs/DVDs online in the last six months, by internet usage, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                          • Books, CDs and DVDs: A perfect online fit
                                                                                                                                                                                                                                                                                            • Digital downloading will shape the future of online entertainment sales
                                                                                                                                                                                                                                                                                              • Downloads for the young
                                                                                                                                                                                                                                                                                                • Buying clothing online requires confidence and familiarity
                                                                                                                                                                                                                                                                                                    • Figure 22: Consumers who have purchased clothing/footwear/accessories online in the last 6 months, by type of online shopper, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                                  • Clothing and footwear: The surprising online sales success
                                                                                                                                                                                                                                                                                                    • Consumers of all ages like to travel
                                                                                                                                                                                                                                                                                                      • Travel and tourism products/services: Mainstream online purchases
                                                                                                                                                                                                                                                                                                          • Figure 23: Consumers who have purchased travel-related products/services (eg flights, holiday packages) online in the last six months, by type of online shopper, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                                        • Volcano fails to curb travel booking habits
                                                                                                                                                                                                                                                                                                          • Auction sites require some online shopping know-how
                                                                                                                                                                                                                                                                                                            • Males, 35-49, ABC1s: buying financial products online
                                                                                                                                                                                                                                                                                                              • Parents buying groceries online
                                                                                                                                                                                                                                                                                                                • Absence of price-comparison site in RoI a likely inhibitor
                                                                                                                                                                                                                                                                                                                  • All ages going online for tickets for events
                                                                                                                                                                                                                                                                                                                    • Those with heavy internet usage buying software, gadgets
                                                                                                                                                                                                                                                                                                                      • NI consumers buying household appliances online
                                                                                                                                                                                                                                                                                                                        • Toys for kids being bought online by parents
                                                                                                                                                                                                                                                                                                                        • The Negatives to Online Shopping

                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                            • Less faith in online shopping among RoI consumers
                                                                                                                                                                                                                                                                                                                                • Figure 24: Aspects of online shopping that respondents find off-putting, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                                                              • Detached nature of online shopping the main drawback
                                                                                                                                                                                                                                                                                                                                • Delivery concerns weighing on consumers’ minds
                                                                                                                                                                                                                                                                                                                                  • Figure 25: Delivery-related aspects of online shopping that respondents find off-putting, RoI & NI, April 2010
                                                                                                                                                                                                                                                                                                                                • Security an issue – but not a deal-breaker
                                                                                                                                                                                                                                                                                                                                • Consumer Typologies

                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                    • NI
                                                                                                                                                                                                                                                                                                                                      • Figure 26: NI consumer typologies, April 2010
                                                                                                                                                                                                                                                                                                                                    • Online Advocates
                                                                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                                                                        • Demographic pattern
                                                                                                                                                                                                                                                                                                                                          • Understanding the Online Advocates
                                                                                                                                                                                                                                                                                                                                            • Occasional Purchasers
                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                  • Understanding the Occasional Purchasers
                                                                                                                                                                                                                                                                                                                                                    • High Street Shoppers
                                                                                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                                                                                        • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                          • Understanding the High Street Shoppers
                                                                                                                                                                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                                                                                                                                                                              • Figure 27: RoI consumer typologies, April 2010
                                                                                                                                                                                                                                                                                                                                                            • Online Champions
                                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                                • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                  • Understanding the Online Champions
                                                                                                                                                                                                                                                                                                                                                                    • Quality Controllers
                                                                                                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                                                                                                        • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                          • Understanding the Quality Controllers
                                                                                                                                                                                                                                                                                                                                                                            • Tactile Shoppers
                                                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                                  • Understanding the Tactile Shoppers
                                                                                                                                                                                                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                                                                                                                                                                                                    • Insights and opportunities
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 28: Percentage of consumers who have purchased or ordered goods or services for private use over the internet, 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 29: Number of languages in which online retail sites offered, EU27, May 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Internal market environment
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 30: Price comparison, selected items, high street v online, RoI, November 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 31: Agreement that ‘I tend to spend money without thinking’, NI and RoI, 2003-09
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 32: Agreement that ‘I look for the lowest possible prices when I go shopping’, NI and RoI, 2003-09
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 33: Percentage difference between RoI prices and EU average, 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 34: Reasons (top five) for cross-border shopping, RoI, June 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 35: Reasons not to cross-border shop, RoI, June 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 36: Agreement that ‘Convenience plays a part in my purchase decisions’, RoI and NI, 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 37: Agreement that ‘To do my shopping by internet makes my life easier’, RoI and NI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                    • Broader market environment
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 38: Annual average exchange rate, Euro/Sterling, 2005-09
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 39: Annual average exchange rate, Euro/US$, 2005-09
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 40: Standard VAT rates, selected EU member states, 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 41: Penetration of credit cards, by age, RoI and NI, 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Online access and use
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 42: Narrowband and broadband users’ internet activities, RoI, 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 43: Percentage of respondents who have accessed the internet in the last 12 months, NI & RoI, 2004-09
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 44: How respondents access the internet, NI & RoI, 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 45: Index of desktop and laptop PC sales, Ireland, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 46: What consumers use PCs for, RoI and NI, 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Security, risks and fraud
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 47: Internet/e-commerce fraud losses on UK-issued cards, 2000-08
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 48: Annual percentage change in internet/e-commerce fraud losses on UK-issued cards, 2002-08
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 49: Frequency of secure connection offered, EU27 online retailers, May 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 50: Security precautions taken when using internet, EU27, UK & RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 51: Reasons for not taking effective security measures to protect computer when online, EU27, UK & RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 52: Security problems experienced over the last five years as a result of using the internet, EU27, UK & RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 53: Damages suffered as a result of security problems experienced as a result of using the internet, EU27, UK & RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 54: Response to ‘Who in your opinion is responsible for ensuring your security on the internet?’, Eu27, UK & RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Online social networking sites
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 55: Use of social networking sites, RoI and NI, September 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 56: Consumer response to advertising on social network sites, RoI and NI, September 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 57: Consumer attitudes towards advertising on social networking sites, RoI and NI, September 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Evolution of the E-consumer
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 58: Reason for visiting a retail e-commerce site, global, Q2 2009
                                                                                                                                                                                                                                                                                                                                                                                    • Companies and products
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 59: Retailers that deliver to all of Ireland, NI and RoI, 2010
                                                                                                                                                                                                                                                                                                                                                                                    • Consumer data
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 60: How often respondents shop online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 61: What products/services respondents have purchased in the last six months, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 62: Aspects respondents find off-putting about shopping online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 63: How often respondents shop online, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 64: What products/services respondents have purchased in the last six months, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 65: Aspects respondents find off-putting about shopping online, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 66: How often respondents shop online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 67: What products/services respondents have purchased in the last six months, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 68: What products/services respondents have purchased in the last six months, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 69: Aspects respondents find off-putting about shopping online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 70: Aspects respondents find off-putting about shopping online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 71: How often respondents shop online, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 72: What products/services respondents have purchased in the last six months, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 73: What products/services respondents have purchased in the last six months, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 74: Aspects respondents find off-putting about shopping online, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 76: Level of internet usage, by the frequency of online shopping, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 77: What type of products have been purchased online in the last six months, by the type of online shopper, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 78: What type of products have been purchased online in the last six months, by the type of online shopper, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 79: Aspects that would put online shoppers off shopping online, by type of online shopper, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 80: Aspects that would put online shoppers off shopping online, by type of online shopper, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 81: Level of internet usage, by the frequency of online shopping, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 82: What type of products have been purchased online in the last six months, by the type of online shopper, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 83: What type of products have been purchased online in the last six months, by the type of online shopper, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 84: Aspects that would put online shoppers off shopping online, by type of online shopper, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 85: Aspects that would put online shoppers off shopping online, by type of online shopper, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                    • Consumer target groups
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 86: Consumer target groups, by agreement with aspects that respondents find off-putting about shopping online and by frequency of online shopping, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 87: Consumer target groups, by agreement with aspects that respondents find off-putting about shopping online and by frequency of online shopping, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 88: Consumer Target groups, by type of products they purchase online, NI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 89: Consumer target groups, by agreement with aspects that respondents find off-putting about shopping online and by frequency of online shopping, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 90: Consumer Target groups, by type of products they purchase online, RoI, April 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 91: Consumer target groups, by demographic breakdown, RoI, April 2010

                                                                                                                                                                                                                                                                                                                                                                                  Companies Covered

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                                                                                                                                                                                                                                                                                                                                                                                  How Have Irish Companies and Consumers Embraced Online Shopping - Ireland - May 2010

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