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Online Retailing - Ireland - March 2012

As a result of the continuing effects of the recession, trade association Retail Ireland reports that retail sales for RoI are down by 30% as of February 2012, when compared to the levels experienced during times of economic prosperity.

As Irish consumers feel increasingly time-poor, retail options which offer the greatest convenience are highly valued. Additionally, with the rollout of both next-generation broadband across Ireland, and fast-rising smartphone penetration, consumers can now access online stores with greater ease than ever before.

Whilst RoI consumers struggle to find Ireland-based sites which can process RoI payment and delivery options, these consumers often have to buy from international sites (typically adding to delivery costs). The NI market for online shopping is more developed, as these consumers are accustomed to using UK-based sites. There is vast potential for growth in the RoI online retailing market (which grew by 143% between 2005 and 2010).

Key Themes in the Report include:

  • How is the recession affecting Irish consumers’ online shopping habits? – Has the drive for value for money increased online shopping?
  • Have Irish consumers embraced online shopping as a core lifestyle choice? – As online shopping becomes more prevalent, are some consumers utilising this as their primary means of shopping, eschewing traditional retail outlets?
  • Are online security concerns discouraging some consumers from shopping online? – Will a number of high-profile hacking incidents in 2011 and continuing doubts over online safety hamper market growth?
  • How often do Irish consumers shop online? – How often do consumers shop online, and what role does the mobile internet play in online shopping?
  • What are Irish consumers buying online? – What type of items are Irish consumers buying online, and what type of items do consumers still prefer to source in traditional retailers?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Data sources
            • Consumer data
              • Abbreviations
              • Insights and Opportunities

                • Potential for RoI growth
                  • Intangible products likely to grow in popularity
                  • Market in Brief

                    • Over seven in ten Irish consumers have shopped online in the past three months
                      • NI consumers favour tangible goods, RoI consumers want an escape
                        • Cost is a key factor
                          • RoI poised for growth
                          • Fast Forward Trends

                              • Trend 1: Access all Areas
                                • What’s it about?
                                  • What we’ve seen
                                    • What next?
                                      • Trend 2: Experience is All
                                        • What’s it about?
                                          • What we’ve seen
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • Clicks and mortar
                                                  • Figure 1: Top ten online merchant performers in the UK, February 2012
                                                  • Figure 2: Most visited internet sites in RoI and the UK, February 2012
                                                • Payment security
                                                  • Figure 3: Value of expenditure on credit and debit cards, and value of CNP fraud transactions, UK and RoI, 2008-10
                                                • Type of card impacts security
                                                  • The problem with Laser cards
                                                    • Delivery problems in RoI
                                                      • Price comparison sites still a no-show in RoI
                                                        • Figure 4: Agreement with the statement ‘I am a bargain hunter’, NI and RoI, 2007-11
                                                      • Technology drives on-the-go buying
                                                        • Global marketplace
                                                          • Higher shipping and postage costs might impact global buying trend
                                                            • Figure 5: Indexed price of crude oil (per barrel), May 2009-March 2012
                                                          • UK VAT changes interrupt online sales
                                                            • Downloads and streaming
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Consumer confidence recovering
                                                                  • Figure 6: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, March 2008-March 2012
                                                                  • Figure 7: Economic outlook, NI and RoI, 2010-13
                                                                • Consumers feeling the pressure
                                                                  • Payment cards grow in popularity
                                                                      • Figure 8: Number of credit/debit cards owned, NI and RoI, 2007-11
                                                                    • Transport costs rise due to fuel price peaks
                                                                        • Figure 9: Average price per litre of regular unleaded fuel, NI and RoI, February 2007-12
                                                                      • Time-poor consumers seek convenience
                                                                        • Figure 10: Agreement with the statement ‘There are not enough hours in the day to do everything I would like’, by gender, NI and RoI, 2011
                                                                      • Uptake of technology driving usage
                                                                          • Figure 11: Internet used in the last 12 months, NI and RoI, 2004-11
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Ireland hit hard by recession
                                                                            • Britain more impacted by online sales
                                                                              • Figure 12: Retail sales, volume and value, annual % change, UK (incl. NI), February 2012
                                                                            • Mixed fortunes for traditional retailers
                                                                              • Google combines Wallet and Checkout to improve in-store convenience
                                                                                • Travel agents suffering
                                                                                  • In-home entertainment providers increasingly ridding themselves of hard-copy goods
                                                                                    • Illegal downloading
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • RoI market poised for growth
                                                                                          • Both markets to show growth, with RoI ahead
                                                                                            • Figure 13: Estimated value of the online retail market, IoI, NI and RoI, 2007-16
                                                                                        • Strengths and Weaknesses

                                                                                          • Strengths
                                                                                            • Weaknesses
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • eBay expands search to include images…
                                                                                                  • …and uses QR codes in physical stores
                                                                                                    • Sainsbury’s click-and-collect service by mobile
                                                                                                      • YouTube becomes a selling channel for music merchandise
                                                                                                        • New Look’s mobile site drives sales values by 45%
                                                                                                          • Blippar enables click-through purchasing via adverts
                                                                                                          • Companies and Products

                                                                                                            • Key points
                                                                                                              • Amazon
                                                                                                                  • Figure 14: Visitors to amazon.co.uk, by country, March 2012
                                                                                                                  • Figure 15: Visitors to amazon.com, by country, March 2012
                                                                                                                • eBay
                                                                                                                    • Figure 16: Visitors to ebay.co.uk, by country, March 2012
                                                                                                                    • Figure 17: Visitors to ebay.ie, by country, March 2012
                                                                                                                  • Argos
                                                                                                                    • Ticketmaster
                                                                                                                      • Littlewoods
                                                                                                                        • Pixmania
                                                                                                                          • Play
                                                                                                                            • ASOS
                                                                                                                              • Next
                                                                                                                                • Tesco
                                                                                                                                  • Marks & Spencer
                                                                                                                                    • John Lewis
                                                                                                                                      • Collect Plus
                                                                                                                                        • Ryanair
                                                                                                                                          • easyJet
                                                                                                                                            • Toys R Us
                                                                                                                                            • The Consumer – Frequency of Shopping Online

                                                                                                                                              • Key points
                                                                                                                                                • NI well ahead in online shopping
                                                                                                                                                    • Figure 18: Frequency of shopping online, NI and RoI, February 2012
                                                                                                                                                  • NI women key online shoppers
                                                                                                                                                    • Figure 19: Shopping online more than once a month, by age, NI and RoI, February 2012
                                                                                                                                                  • RoI prefer to shop online less than once every three months
                                                                                                                                                    • Figure 20: Shopping online less than once in the past three months, by age, NI and RoI, February 2012
                                                                                                                                                • The Consumer – Usage of Online Retailing

                                                                                                                                                  • Key points
                                                                                                                                                    • NI consumers prefer tangible goods, with holidays more popular in RoI
                                                                                                                                                      • Figure 21: Items bought online in the last 12 months, NI and RoI, February 2012
                                                                                                                                                    • Travelling online
                                                                                                                                                      • Clothing and footwear finding its place online
                                                                                                                                                        • Going, going, gone!
                                                                                                                                                          • NI consumers have greater access to online groceries
                                                                                                                                                            • Men ahead on online buying last year
                                                                                                                                                                • Figure 22: Selected items bought online in the last 12 months, by gender, NI and RoI, February 2012
                                                                                                                                                              • 16-24s report low consumption
                                                                                                                                                                  • Figure 23: Items most commonly bought online by 16-24-years-olds, NI and RoI, February 2012
                                                                                                                                                              • The Consumer – Attitudes towards Online Retailing

                                                                                                                                                                • Key points
                                                                                                                                                                  • Delivery prices more off-putting to NI consumers
                                                                                                                                                                      • Figure 24: Agreement with the statement ‘Free postage would encourage me to shop online more’, by gender and age, NI and RoI, February 2012
                                                                                                                                                                    • Young consumers most accepting of shipping costs
                                                                                                                                                                      • Figure 25: Agreement with the statement ‘I don’t want to pay for shipping or handling fees’, by age, NI and RoI, February 2012
                                                                                                                                                                    • Men most concerned about delivery
                                                                                                                                                                      • Figure 26: Agreement with the statement ‘I’m worried the items will never arrive or will arrive damaged or late’, by gender, NI and RoI, February 2012
                                                                                                                                                                    • Product quality concerns around half of all consumers
                                                                                                                                                                      • Figure 27: Agreement with the statement ‘I sometimes worry about the quality of the goods I might receive’, by age, NI and RoI, February 2012
                                                                                                                                                                    • Online prices appeal more to NI consumers
                                                                                                                                                                      • Figure 28: Agreement with the statement ‘I like to look at a product in a shop and then buy it online to save money’, by working status, NI and RoI, February 2012
                                                                                                                                                                    • NI consumers more motivated to make payments online
                                                                                                                                                                        • Figure 29: Agreement with statements relating to online security and shopping preference, NI and RoI, February 2012
                                                                                                                                                                      • RoI consumers favour a bargain
                                                                                                                                                                          • Figure 30: Agreement with the statement ‘Shopping online is a good way of finding a bargain’, by gender and age, NI and RoI, February 2012
                                                                                                                                                                        • Online retailing improves the lives of most consumers
                                                                                                                                                                          • Figure 31: Agreement with the statement ‘Shopping online makes my life easier’, by presence of children in household, NI and RoI, February 2012
                                                                                                                                                                        • Single consumers most concerned about missing delivery
                                                                                                                                                                            • Figure 32: Agreement with the statement ‘I would worry that there would be no-one at home to receive the parcel’, by working and marital status, NI and RoI, February 2012
                                                                                                                                                                        • Consumer Target Groups

                                                                                                                                                                          • NI target groups
                                                                                                                                                                            • Figure 33: Consumer typologies, NI, February 2012
                                                                                                                                                                          • Convenience Seekers
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                • Understanding Convenience Seekers
                                                                                                                                                                                  • Quality Worried
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                        • Understanding the Quality Worried
                                                                                                                                                                                          • Unengaged
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                • Understanding the Unengaged
                                                                                                                                                                                                  • No Fees
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                        • Understanding No Fees
                                                                                                                                                                                                          • RoI target groups
                                                                                                                                                                                                            • Figure 34: Consumer typologies, RoI, February 2012
                                                                                                                                                                                                          • Free Posters
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                • Understanding Free Posters
                                                                                                                                                                                                                  • Disengaged
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                        • Understanding the Disengaged
                                                                                                                                                                                                                          • Non-Shippers
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                • Understanding Non-Shippers
                                                                                                                                                                                                                                  • Quality Concerned
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                        • Understanding Quality Concerned
                                                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                                                          • NI Toluna demographic tables
                                                                                                                                                                                                                                            • Figure 35: Frequency of online shopping, by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 36: Items bought online in the last 12 months, by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 37: Items bought online in the last 12 months (continued), by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 38: Items bought online in the last 12 months (continued), by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 39: Agreement with statements relating to online shopping, by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 40: Agreement with statements relating to online shopping (continued), by demographics, NI, February 2012
                                                                                                                                                                                                                                          • RoI Toluna demographic tables
                                                                                                                                                                                                                                            • Figure 41: Frequency of online shopping, by demographics, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 42: Items bought online in the last 12 months, by demographics, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 43: Items bought online in the last 12 months (continued), by demographics, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 44: Items bought online in the last 12 months (continued), by demographics, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 45: Agreement with statements relating to online shopping, by demographics, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 46: Agreement with statements relating to online shopping (continued), by demographics, RoI, February 2012
                                                                                                                                                                                                                                          • NI consumer typology tables
                                                                                                                                                                                                                                            • Figure 47: Consumer typologies, by demographics, NI, February 2012
                                                                                                                                                                                                                                            • Figure 48: Frequency of online shopping, by consumer typology, NI, February 2012
                                                                                                                                                                                                                                            • Figure 49: Items bought online in the last 12 months, by consumer typology, NI, February 2012
                                                                                                                                                                                                                                            • Figure 50: Agreement with statements relating to online shopping, by consumer typology, NI, February 2012
                                                                                                                                                                                                                                          • RoI consumer typology tables
                                                                                                                                                                                                                                            • Figure 51: RoI consumer typologies, by demographics, February 2012
                                                                                                                                                                                                                                            • Figure 52: Frequency of online shopping, by consumer typology, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 53: Items bought online in the last 12 months, by consumer typology, RoI, February 2012
                                                                                                                                                                                                                                            • Figure 54: Agreement with statements relating to online shopping, by consumer typology, RoI, February 2012

                                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                                        Online Retailing - Ireland - March 2012

                                                                                                                                                                                                                                        £1,095.00 (Excl.Tax)