Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Data sources
- Consumer data
- Abbreviations
Insights and Opportunities
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- Potential for RoI growth
- Intangible products likely to grow in popularity
Market in Brief
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- 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
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- 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
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- Key points
- Clicks and mortar
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- Figure 1: Top ten online merchant performers in the UK, February 2012
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- Figure 2: Most visited internet sites in RoI and the UK, February 2012
- Payment security
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- 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
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- 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
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- 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
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- Key points
- Consumer confidence recovering
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- Figure 6: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, March 2008-March 2012
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- Figure 7: Economic outlook, NI and RoI, 2010-13
- Consumers feeling the pressure
- Payment cards grow in popularity
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- Figure 8: Number of credit/debit cards owned, NI and RoI, 2007-11
- Transport costs rise due to fuel price peaks
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- Figure 9: Average price per litre of regular unleaded fuel, NI and RoI, February 2007-12
- Time-poor consumers seek convenience
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- 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
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- Figure 11: Internet used in the last 12 months, NI and RoI, 2004-11
Competitive Context
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- Key points
- Ireland hit hard by recession
- Britain more impacted by online sales
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- 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
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- Key points
- RoI market poised for growth
- Both markets to show growth, with RoI ahead
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- Figure 13: Estimated value of the online retail market, IoI, NI and RoI, 2007-16
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- 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
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- Key points
- Amazon
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- Figure 14: Visitors to amazon.co.uk, by country, March 2012
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- Figure 15: Visitors to amazon.com, by country, March 2012
- eBay
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- Figure 16: Visitors to ebay.co.uk, by country, March 2012
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- 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
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- Key points
- NI well ahead in online shopping
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- Figure 18: Frequency of shopping online, NI and RoI, February 2012
- NI women key online shoppers
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- 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
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- 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
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- Key points
- NI consumers prefer tangible goods, with holidays more popular in RoI
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- 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
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- Figure 22: Selected items bought online in the last 12 months, by gender, NI and RoI, February 2012
- 16-24s report low consumption
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- Figure 23: Items most commonly bought online by 16-24-years-olds, NI and RoI, February 2012
The Consumer – Attitudes towards Online Retailing
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- Key points
- Delivery prices more off-putting to NI consumers
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 29: Agreement with statements relating to online security and shopping preference, NI and RoI, February 2012
- RoI consumers favour a bargain
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- 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
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- 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
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- 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
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- NI target groups
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- 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
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- 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
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- NI Toluna demographic tables
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 50: Agreement with statements relating to online shopping, by consumer typology, NI, February 2012
- RoI consumer typology tables
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- 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
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- Figure 54: Agreement with statements relating to online shopping, by consumer typology, RoI, February 2012
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