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Online and Mobile Retailing - Ireland - March 2014

“Innovative delivery methods, such as Amazon’s Prime Air, Volvo’s Roam Delivery and Asda’s use of storage lockers in key UK transport hubs, can evolve the ‘click and collect’ concept and increase the speed and ease with which consumers can receive goods ordered online. Solutions such as these can help retailers to create a unique point of difference and grow retail sales through online and mobile channels.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What is the value of the online and mobile retailing sector in Ireland?
  • How often do Irish consumers shop online and through mobile devices?
  • What types of products and services are Irish consumers buying online?
  • What would encourage Irish consumers to shop online more frequently?
  • How has the economic environment impacted Irish consumers’ shopping habits?

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Table of contents

  1. Introduction

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

                • The market
                  • Forecast
                    • Figure 1: Indexed forecast of value of online and mobile retail sales, IoI, NI and RoI, 2009-19
                  • Market factors
                    • Increasing ownership of tablets presents opportunity for mobile retailing
                      • Significant increase in on-the-go internet access
                        • Longer working hours see consumers demand more convenient purchasing channels
                          • Weak finances could drive consumers online in search of best prices
                            • Payment security remains an issue
                              • Companies, brands and innovations
                                • The consumer
                                  • NI consumers frequently shopping online
                                    • Figure 2: Frequency of online shopping, NI and RoI, March 2014
                                  • Books popular in NI and travel services in RoI
                                    • Figure 3: Types of items bought online in the last 12 months, NI and RoI, March 2014
                                  • Free postage would boost online sales
                                    • Figure 4: Agreement with statements relating to online and mobile shopping, NI and RoI, March 2014
                                  • What we think
                                  • Issues and Insights

                                    • What is the value of the online and mobile retailing sector in Ireland?
                                      • How often do Irish consumers shop online and through mobile devices?
                                        • What types of products and services are Irish consumers buying online?
                                          • What would encourage Irish consumers to shop online more frequently?
                                            • How has the economic environment impacted Irish consumers’ shopping habits?
                                            • Trend Application

                                                • Experience is All
                                                  • Patriot Games
                                                    • Mintel futures: Access Anything, Anywhere
                                                    • Market Overview

                                                      • Key points
                                                        • Ownership of tablet computers increases
                                                          • Figure 5: Consumers who own, or have access to a tablet computer, NI and RoI, October 2013-March 2014
                                                        • Increased working hours leaves less time for leisure shopping
                                                          • Figure 6: Average number of actual weekly hours of work in main job, full- and part-time employees, UK (including NI) and RoI, 2008-13
                                                          • Figure 7: Online purchases in selected European Union markets, 2012
                                                        • RoI to introduce national postcode system by 2015
                                                          • Consumers accessing mobile internet on the go increases
                                                            • Figure 8: How consumers access the internet, NI and RoI, 2009-13
                                                          • Irish consumers’ personal finances weaken
                                                            • Figure 9: How consumers rate their current financial situation, NI and RoI, November 2013-March 2014
                                                          • Few consumers note they distrust online security
                                                            • Figure 10: Agreement with the statement: 'I do not trust online security when making financial transactions', NI and RoI, 2011-14
                                                          • Biometrics to enhance online security
                                                          • Competitive Context

                                                            • Key points
                                                              • Preference for in-store purchasing grows
                                                                • Figure 11: Agreement with the statement: 'I research purchases online but prefer to make the purchase in person’, NI and RoI, 2011-14
                                                              • Interest in contactless payment cards increases
                                                                • Figure 12: Agreement with statements relating to contactless card technology, NI and RoI, October 2013
                                                                • Figure 13: Agreement with the statement: ‘I do not have a contactless debit/credit card but would be interested in having one’, NI and RoI, 2012 and 2013
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Online and mobile retail sales expected to increase in 2014
                                                                  • Figure 14: Estimated value of online and mobile retail sales, IoI, NI and RoI, 2009-19
                                                                  • Figure 15: Average yearly internet sales as a proportion of all retailing (non-seasonally adjusted), UK (incl. NI), 2007-13
                                                                • Strong growth forecast for online and mobile retail sales through to 2019
                                                                  • Figure 16: Indexed forecast of value of online and mobile retail sales, IoI, NI and RoI, 2009-19
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Companies and Innovations

                                                                    • Key points
                                                                      • Examples of innovation
                                                                        • SuperValu ‘Drive Through’
                                                                          • Amazon Prime Air
                                                                            • Argos and Buyapowa Co-buying
                                                                              • Company profiles – Pure-play retailers
                                                                                • Amazon
                                                                                  • ASOS
                                                                                    • eBay
                                                                                      • Littlewoods
                                                                                        • Play
                                                                                          • Ryanair
                                                                                            • Ticketmaster
                                                                                              • Company profiles – Multichannel retailers
                                                                                                • Aer Lingus
                                                                                                  • Argos
                                                                                                    • Next
                                                                                                      • Tesco
                                                                                                        • SuperValu
                                                                                                        • The Consumer – Frequency of Online and Mobile Shopping

                                                                                                          • Key points
                                                                                                            • Working consumers most likely to frequently buy online
                                                                                                              • Figure 17: Frequency of online shopping, NI and RoI, March 2014
                                                                                                            • Employed consumers most likely to shop online
                                                                                                              • Figure 18: Consumers that frequently shop online (at least once a month or more often), by work status, NI and RoI, March 2014
                                                                                                            • Occasional online shopping declines in RoI
                                                                                                              • Figure 19: Consumers that occasionally shop online (less than once a month but more than once every three months), NI and RoI, 2013 and 2014
                                                                                                            • Consumers ‘never shopping online’ declines
                                                                                                              • Figure 20: Consumers that never shop online, NI and RoI, 2013 and 2014
                                                                                                          • The Consumer – Items Purchased Online

                                                                                                            • Key points
                                                                                                              • NI consumers have higher online purchasing levels across most types of goods
                                                                                                                • Figure 21: Types of items bought online in the last 12 months, NI and RoI, March 2014
                                                                                                              • Consumers purchasing fewer books, CDs, DVDs and video games online
                                                                                                                • Figure 22: Consumers purchasing books, CDs, DVDs and video games in the last 12 months, NI and RoI, 2013 and 2014
                                                                                                              • Millennials show highest levels of downloading content
                                                                                                                • Figure 23: Consumers downloading music, movies and video games in the last 12 months, by age, NI and RoI, March 2014
                                                                                                              • More RoI men buying clothes and footwear online
                                                                                                                • Figure 24: Consumers purchasing clothing, footwear or accessories online in the last 12 months, by gender, NI and RoI, 2013 and 2014
                                                                                                              • Affluent consumers most likely to purchase holidays online
                                                                                                                • Figure 25: Consumers purchasing travel services and hotels or other overnight accommodation online in the last 12 months, by social class, NI and RoI, March 2014
                                                                                                              • Online grocery shopping declines in Ireland
                                                                                                                • Figure 26: Consumers purchasing groceries (for home delivery) online in the last 12 months, NI and RoI, 2011-14
                                                                                                            • The Consumer – Attitudes Towards Online and Mobile Retailing

                                                                                                              • Key points
                                                                                                                • Free postage, convenience and bargains top issues for Irish consumers
                                                                                                                  • Figure 27: Agreement with statements relating to online and mobile shopping, NI and RoI, March 2014
                                                                                                                • Free postage most likely to tempt RoI women to shop online more
                                                                                                                  • Figure 28: Agreement with the statement: ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, March 2014
                                                                                                                • Over half of consumers see more bargains online
                                                                                                                  • Figure 29: Agreement with the statement: 'There are more bargains online compared to high street shops', NI and RoI, 2013 and 2014
                                                                                                                • ‘Anytime shopping’ has broad appeal among Irish consumers
                                                                                                                  • Figure 30: Agreement with the statement: ‘I shop online so I can shop at times that suit me (eg late at night)’, by age, NI and RoI, March 2014
                                                                                                                • More locally based online retailers appeal to Irish consumers
                                                                                                                  • Figure 31: Agreement with the statement: 'I would shop online more if there was more Northern Ireland/Republic of Ireland-based online retailers', by gender and social class, NI and RoI, March 2014
                                                                                                                • Delivery lockers appeal to working consumers
                                                                                                                  • Figure 32: Agreement with the statement: 'I like the idea of delivery lockers at convenient locations (eg convenience stores) for when I can’t take delivery of a parcel at home', by work status, NI and RoI, March 2014
                                                                                                              • Appendix

                                                                                                                • NI Toluna data
                                                                                                                  • Figure 33: Frequency with which consumers shop online, by demographics, NI, March 2014
                                                                                                                  • Figure 34: Types of items bought online in the last 12 months, by demographics, NI, March 2014
                                                                                                                  • Figure 35: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
                                                                                                                  • Figure 36: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
                                                                                                                  • Figure 37: Types of items bought online in the last 12 months, by demographics, NI, March 2014 (continued)
                                                                                                                  • Figure 38: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014
                                                                                                                  • Figure 39: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014 (continued)
                                                                                                                  • Figure 40: Agreement with statements relating to online and mobile shopping, by demographics, NI, March 2014 (continued)
                                                                                                                • RoI Toluna data
                                                                                                                  • Figure 41: Frequency with which consumers shop online, by demographics, RoI, March 2014
                                                                                                                  • Figure 42: Types of items bought online in the last 12 months, by demographics, RoI, March 2014
                                                                                                                  • Figure 43: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
                                                                                                                  • Figure 44: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
                                                                                                                  • Figure 45: Types of items bought online in the last 12 months, by demographics, RoI, March 2014 (continued)
                                                                                                                  • Figure 46: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014
                                                                                                                  • Figure 47: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014 (continued)
                                                                                                                  • Figure 48: Agreement with statements relating to online and mobile shopping, by demographics, RoI, March 2014 (continued)

                                                                                                              Companies Covered

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

                                                                                                              Online and Mobile Retailing - Ireland - March 2014

                                                                                                              US $1,417.92 (Excl.Tax)