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Online and Mobile Retailing - Ireland - March 2013

“Online and mobile retailing will continue to grow as an industry due to Irish consumers increasingly purchasing goods and services via these mediums to save money. As such, these channels will become ever more crucial to the success of retailers throughout Ireland.”

- James Wilson, Research Analyst

Some questions answered in this report include:

  • What impact has the current economic climate had upon Irish consumers’ shopping habits?
  • Are concerns regarding online security affecting consumer decisions to shop online?
  • How often do Irish consumers shop online and through mobile devices?
  • What are consumers purchasing through mobile devices and online?
  • Are Irish consumers embracing online and mobile shopping?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Forecast
                    • Figure 1: Forecast of value of online and mobile retail sales, IoI, NI and RoI, 2008-18
                  • Market factors
                    • Irish consumers embrace mobile internet
                      • Online and mobile retailing convenient for consumers
                        • Mobile technology key for Irish retailers
                          • Online and mobile technology encourages consumer promiscuity
                            • Security remains a concern for Irish consumers
                              • Companies, brands and innovations
                                • The consumer
                                  • NI consumers frequently purchase online
                                    • Figure 2: Consumers regularly shopping online (once a month or more), by gender, NI and RoI, 2012-13
                                  • Travel and entertainment products popular with Irish consumers
                                    • Figure 3: Items bought online in the last 12 months, by demographics, NI and RoI, February 2013
                                  • Purchasing via mobile and smartphones declines in RoI
                                    • Online shopping makes life easier
                                      • More locally-based online retailers would encourage purchasing
                                        • Figure 4: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers, by gender and location, NI and RoI, February 2013
                                      • What we think
                                      • Issues in the Market

                                        • What impact has the current economic climate had upon Irish consumers’ shopping habits?
                                          • Are concerns regarding online security affecting consumer decisions to shop online?
                                            • How often do Irish consumers shop online and through mobile devices?
                                              • What are consumers purchasing through mobile devices and online?
                                                • Are Irish consumers embracing online and mobile shopping?
                                                • Trend Applications

                                                    • FSTR and HYPR
                                                      • Experience is All
                                                        • Mintel Futures: Access Anything, Anywhere
                                                        • Market Overview

                                                          • Key points
                                                            • Mobile internet penetration levels on the increase
                                                              • Figure 5: Accessing the internet through a mobile phone, NI and RoI, 2008-12
                                                            • Ease of access driving mobile internet
                                                              • Convenience driving the shift towards online and mobile retailing
                                                                • Figure 6: Average time spent working on a weekday (Mon-Fri), by demographics, NI and RoI, 2012
                                                              • From high street to ‘iStreet’
                                                                • Mobile technology enables on-the-go shopping
                                                                  • Online retailers delivering more to RoI
                                                                    • Figure 7: Global retailers delivering goods purchased online to RoI consumers, 2011-12
                                                                    • Figure 8: Global retailers delivering goods purchased online, RoI, UK (inc NI) and US, 2012
                                                                  • Online and mobile channels enable price comparison
                                                                    • Figure 9: Agreement with the statement ‘I am a bargain hunter’, NI and RoI, 2008-12
                                                                  • Mobile price comparison aids bargain hunting
                                                                    • Payment security a concern
                                                                      • Figure 10: Agreement with the statement ‘I would do my shopping on the internet if there was a safe way to pay’, by all demographics, NI and RoI, 2008-12
                                                                      • Figure 11: Agreement with the statement ‘I would do my shopping on the internet if there was a safe way to pay’, by age, NI and RoI, 2012
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Retailers look to contactless payments to improve in-store convenience
                                                                        • Consumers increasingly researching online before purchasing offline
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Online and mobile retail sales forecast to continue growing
                                                                              • Figure 12: Estimated value of online and mobile retail sales, IoI, NI and RoI, 2008-18
                                                                              • Figure 13: Internet sales as a proportion of all retailing (non-seasonally adjusted), UK (inc NI), December 2008-December 2012
                                                                              • Figure 14: Annual average nominal wages (€), NI, RoI and UK, 2008-11
                                                                            • Mobile devices also contributing to sales growth
                                                                              • Forecast
                                                                                • Figure 15: Forecast of value of online and mobile retail sales, IoI, 2008-18
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Companies and Innovations

                                                                                    • Examples of innovation
                                                                                      • SuperValu launches RoI’s first full-commerce app
                                                                                        • eBay’s pop-up shop enables consumers to trial mobile shopping
                                                                                          • Company profiles
                                                                                            • Aer Lingus
                                                                                              • Amazon
                                                                                                • Argos
                                                                                                  • ASOS
                                                                                                    • eBay
                                                                                                      • Littlewoods
                                                                                                        • SuperValu
                                                                                                          • Ticketmaster
                                                                                                          • The Consumer – Frequency of Online and Mobile Shopping

                                                                                                            • Key points
                                                                                                              • NI consumers regularly shop online
                                                                                                                • Figure 16: Frequency of online shopping, by demographics, NI and RoI, February 2013
                                                                                                                • Figure 17: Consumers regularly shopping online (once a month or more), by demographics, NI and RoI, 2012-13
                                                                                                              • Irish women are main online shoppers
                                                                                                                • Figure 18: Consumers regularly shopping online (once a month or more), by gender and age, NI and RoI, February 2013
                                                                                                              • On-the-go shopping stagnates in NI, declines in RoI
                                                                                                                • Figure 19: Consumers regularly shopping online (once a month or more) through a mobile phone/smartphone, by demographics, NI and RoI, 2012-13
                                                                                                              • RoI consumers prefer occasional online shopping
                                                                                                                  • Figure 20: Consumers occasionally shopping online (at least once in the last three months but less than less once a month), by demographics, NI and RoI, 2012-13
                                                                                                                • Affluent rural consumers in RoI most likely to shop online occasionally
                                                                                                                  • Figure 21: Consumers occasionally shopping online (at least once in the last three months but less than less once a month), by location and social class, NI and RoI, February 2013
                                                                                                                  • Figure 22: Consumers shopping online occasionally (at least once in the last three months but less than once a month), by gender and age, NI and RoI, February 2013
                                                                                                              • The Consumer – Usage of Online and Mobile Retailing

                                                                                                                • Key points
                                                                                                                  • Travel services popular with RoI consumers
                                                                                                                    • Figure 23: Items bought online in the last 12 months, by demographics, NI and RoI, February 2013
                                                                                                                    • Figure 24: Travel services (eg flights and holiday packages) bought in the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                                                  • Consumers aged 45-54 key purchasers of accommodation online
                                                                                                                    • Figure 25: Hotel or other overnight accommodation bought online in the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                                                    • Figure 26: Hotel or overnight accommodation bought online in the last 12 months, by marital status, NI and RoI, February 2013
                                                                                                                  • Elderly favour tangible goods while the young prefer digital versions
                                                                                                                      • Figure 27: Books, CDs and DVDs bought online in the last 12 months, by demographics, NI and RoI, 2012-2013
                                                                                                                      • Figure 28: Books, CDs and DVDs bought online in the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                                                    • Younger consumers prefer digital downloads
                                                                                                                        • Figure 29: Consumers downloading music, movies and games in the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                                                      • Clothing and footwear selling well online
                                                                                                                          • Figure 30: Clothing, footwear and accessories purchased online in the last 12 months, by demographics, NI and RoI, 2012-13
                                                                                                                          • Figure 31: Clothing, footwear and accessories bought online in the last 12 months, by gender and age, NI and RoI, 2012-13
                                                                                                                        • Movie rentals online see low usage throughout Ireland
                                                                                                                          • Figure 32: Movies (streamed or delivered) bought online in the last 12 months, by all demographics, 2012-13
                                                                                                                          • Figure 33: Movies (streamed or delivered) bought online in the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                                                        • Online grocery shopping sees growth in Ireland
                                                                                                                          • Figure 34: Groceries (for home delivery) bought online in the last 12 months, by demographics, NI and RoI, 2012-13
                                                                                                                          • Figure 35: Groceries (for home delivery) bought online in the last 12 months, by gender and work status, NI and RoI, 2012-13
                                                                                                                      • The Consumer – Attitudes Towards Online and Mobile Retailing

                                                                                                                        • Key points
                                                                                                                          • Free postage would encourage more online sales
                                                                                                                            • Figure 36: Agreement with statements relating to online shopping, by demographics, NI and RoI, February 2013
                                                                                                                            • Figure 37: Agreement with the statement ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, February 2013
                                                                                                                            • Figure 38: Agreement with the statement ‘Free postage would encourage me to shop online more’, by location, NI and RoI, February 2013
                                                                                                                          • Shopping online makes life easier for Irish consumers
                                                                                                                              • Figure 39: Agreement with the statement ‘Shopping online makes my life easier’, by gender and age, NI and RoI, February 2013
                                                                                                                              • Figure 40: Agreement with the statement ‘Shopping online has made my life easier’, by work status, NI and RoI, February 2013
                                                                                                                            • Consumers seeking more retail apps
                                                                                                                                • Figure 41: Agreement with the statement ‘I think all online retailers should offer apps to make shopping easier’, by gender and age, NI and RoI, February 2013
                                                                                                                              • Local online retailers would encourage greater purchasing among RoI consumers
                                                                                                                                  • Figure 42: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers’, by gender and age, NI and RoI, February 2013
                                                                                                                                  • Figure 43: Agreement with the statement ‘I would shop online more if there were more locally-based (NI/RoI) online retailers, by location, NI and RoI, February 2013
                                                                                                                                • Online bargain hunting prevalent throughout Ireland
                                                                                                                                    • Figure 44: Agreement with the statement ‘There are more bargains online compared to high street shops’, by gender and social class, NI and RoI, February 2013
                                                                                                                                    • Figure 45: Agreement with the statement ‘There are more bargains online compared to high street shops’, by age, NI and RoI, February 2013
                                                                                                                                  • ‘Showrooming’ popular in Ireland
                                                                                                                                    • Figure 46: Agreement with the statement ‘I like to look at a product in a shop and then but it online to save money’, by gender and age, NI and RoI, February 2013
                                                                                                                                • Appendix

                                                                                                                                    • Figure 47: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
                                                                                                                                    • Figure 48: Economic outlook, NI and RoI, 2010-14
                                                                                                                                  • NI Toluna data
                                                                                                                                    • Figure 49: Frequency of online shopping, by demographics, NI, February 2013
                                                                                                                                    • Figure 50: Items bought online in the last 12 months, by demographics, NI, February 2013
                                                                                                                                    • Figure 51: Items bought online in the last 12 months, by demographics, NI, February 2013 (continued)
                                                                                                                                    • Figure 52: Items bought online in the last 12 months, by demographics, NI, February 2013 (continued)
                                                                                                                                    • Figure 53: Agreement with statements relating to online shopping, by demographics, NI, February 2013
                                                                                                                                    • Figure 54: Agreement with statements relating to online shopping, by demographics, NI, February 2013 (continued)
                                                                                                                                    • Figure 53: Agreement with statements relating to online shopping, by demographics, NI, February 2013 (continued)
                                                                                                                                  • RoI Toluna data
                                                                                                                                    • Figure 54: Frequency of online shopping, by demographics, RoI, February 2013
                                                                                                                                    • Figure 55: Items bought online in the last 12 months, by demographics, RoI, February 2013
                                                                                                                                    • Figure 56: Items bought online in the last 12 months, by demographics, RoI, February 2013 (continued)
                                                                                                                                    • Figure 57: Items bought online in the last 12 months, by demographics, RoI, February 2013 (continued)
                                                                                                                                    • Figure 58: Agreement with statements relating to online shopping, by demographics, RoI, February 2013
                                                                                                                                    • Figure 59: Agreement with statements relating to online shopping, by demographics, RoI, February 2013 (continued)
                                                                                                                                    • Figure 60: Agreement with statements relating to online shopping, by demographics, RoI, February 2013 (continued)

                                                                                                                                Companies Covered

                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                Online and Mobile Retailing - Ireland - March 2013

                                                                                                                                £1,095.00 (Excl.Tax)