Advertisement

We need your help now

Support from readers like you keeps The Journal open.

You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.

If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.

Mark Stedman/Photocall Ireland

Online or bricks and mortar? This is how most Irish shoppers spend their money

Are we a nation of click-happy customers or do we prefer the personal touch? Here are the numbers…

IRISH CUSTOMERS STILL prefer to hand over their money to traditional retailers, but some industries are being hit hard when it comes to shoppers’ cash migrating to the web.

This month, as part of TheJournal.ie’s ongoing focus on the small and medium enterprise (SME) sector, we turn our attention to the business of retail – and how customers engage with physical stores and their online counterparts.

To get some insights into Irish consumers’ shopping habits, we started by crunching the numbers using Google’s Consumer Barometer, which was recently updated with 2014 data.

Its survey of about 1,000 locals found nearly half of all computer users relied on their machines to search for product information at least once a week.

But a much smaller share, only 14%, actually used them to shop with, figures which further fell among tablet and smartphone users.

Meanwhile, some 61% of respondents in Google’s survey of over 3,000 domestic shoppers said they did some online research before making a recent purchase – compared to 60% who at least partially relied on offline sources.

Among those real-world information sources, in-store research was easily the most popular fact-finding method, while brand websites were the number-one place consumers turned to for their online research.

But when the research is done, where does the money go?

Despite nearly two thirds of respondents saying they had researched products online, only one third ended up buying over the web – with men more likely than women to make their final purchase via the internet. Here are the full numbers:

image Google Consumer Barometer, TheJournal.ie Google Consumer Barometer, TheJournal.ie

Unsurprisingly, the results were heavily skewed for some types of products like flights, although the amount of clothes and shoe purchases done online was also above average at 40%.

Groceries, makeup and home appliances were among the retail product categories that were the least likely to be bought online.

A recent CBRE Ireland survey of 1,000 domestic consumers gave similar findings – that people were doing more browsing that ever before to check prices and compare options for non-food items, but the traditional store was still the preferred place to buy:

CBRE CBRE Ireland Consumer Survey 2014 CBRE Ireland Consumer Survey 2014

So how do we compare to everyone else? 

CBRE’s survey found Irish consumers’ shopping habits were largely on par with those of other European nations, where most customers also favoured real stores over online purchases.

But locals were among the most heavy smartphone users in the world for both browsing for and buying products – well above the European average for both categories.

Reflecting this trend, Irish consumers were also more likely than those elsewhere in the region to log into social media to check out special offers or events when they were shopping.

CBRE2 CBRE: The Shopping Experience in 2014 CBRE: The Shopping Experience in 2014

CBRE Ireland senior researcher Suzanne Barrett said the frequency of online shopping had definitely increased over the years.

But the main development had been in people getting their background information via the web before making a purchase in-store.

“The major trend that has emerged in Ireland is the multi-platform use – and the important lesson there for retailers is that they have to be online,” she said.

“It is an imperative for consumers that they do their research online: they look at products and they plan where they are going to go.”

She said there had also been a rise in “click-and-collect” shopping, where people bought online before picking up an item in person, although research showed those customers often grabbed more products once they were in a store.

So there you have it – Irish consumers like to research their purchases online via computers or smartphones, but the majority of those sales are still flowing to traditional retail stores.

Originally published 9.15am

Do you know of an SME or startup doing innovative things in retail for this month’s coverage? Let us know by sending a tip below.

READ: How do you get shoppers to return to your store? Inspire them >

READ: Are Ireland’s independent retailers a dying breed? >

Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article. Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.

Close
9 Comments
    Install the app to use these features.
    Mute Keni-anti government -Bot
    Favourite Keni-anti government -Bot
    Report
    Dec 18th 2020, 8:50 PM

    I saw David Byrnes American Utopia show twice live. Utterly sublime and maybe the best live show I’ve seen.
    If the filmed version is half as good it should be a Stop making sense level treat.

    62
    Install the app to use these features.
    Mute Kenneth Hayden
    Favourite Kenneth Hayden
    Report
    Dec 18th 2020, 10:50 PM

    @Keni-anti government -Bot:
    Stop Making Sence is one of the finest things ever to be watched.

    27
    Install the app to use these features.
    Mute Charmaine ☘ Irish
    Favourite Charmaine ☘ Irish
    Report
    Dec 18th 2020, 9:25 PM

    I’m not a sceptic!! But every one of these poles that pop up about which film will you watch? The majority is always .. none of them… maybe it’s the calibre of films bring realeased, but being the week that it is, should the choice not be.. home alone, bad Santa etc??? Of is it just newly released movies?

    30
    Install the app to use these features.
    Mute Bennett blaster
    Favourite Bennett blaster
    Report
    Dec 18th 2020, 9:55 PM

    @Charmaine ☘ Irish: Are they back in the cinema after all this time?

    2
    Install the app to use these features.
    Mute Full Circle
    Favourite Full Circle
    Report
    Dec 18th 2020, 10:32 PM

    @Bennett blaster: my local cinema is screening home alone.

    13
    See 2 more replies ▾
    Install the app to use these features.
    Mute Jazz Buckler
    Favourite Jazz Buckler
    Report
    Dec 19th 2020, 12:54 AM

    @Charmaine ☘ Irish: Your alternative suggestions are a bit eh…meh
    Oh and btw it’s “polls”
    poles are for flags

    4
    Install the app to use these features.
    Mute askmebullocks
    Favourite askmebullocks
    Report
    Dec 19th 2020, 2:52 AM

    @Jazz Buckler: I’ll give you a hug….

    3
    Install the app to use these features.
    Mute Peter Cavey
    Favourite Peter Cavey
    Report
    Dec 18th 2020, 11:15 PM

    I have finally given into the nagging and agreed to watch the crown. 2 episodes in and I’m bloody loving it. 38 more episodes to binge over Christmas.

    30
    Install the app to use these features.
    Mute john
    Favourite john
    Report
    Dec 18th 2020, 8:35 PM

    Very bad choice

    26
    Install the app to use these features.
    Mute James St John Smith
    Favourite James St John Smith
    Report
    Dec 18th 2020, 8:20 PM

    The Racer is worth a watch.

    24
    Install the app to use these features.
    Mute Ken Sullivan
    Favourite Ken Sullivan
    Report
    Dec 18th 2020, 9:09 PM

    Basically I have to say well done. Or the Journal will block. Lazy journalists by any opinion.

    12
    Install the app to use these features.
    Mute Quentin Moriarty
    Favourite Quentin Moriarty
    Report
    Dec 19th 2020, 3:20 AM

    State of Grace W Sean Penn n Ed Harris

    6
    Install the app to use these features.
    Mute Aaron92utd
    Favourite Aaron92utd
    Report
    Dec 18th 2020, 11:31 PM

    Il.watch pgenilovs 28 on youtube free. Excellent russian war film lol.

    3
    Install the app to use these features.
    Mute Brendan J O'Connor Jr
    Favourite Brendan J O'Connor Jr
    Report
    Dec 19th 2020, 3:38 PM

    Talking Heads are a great band .. david Byrne is a crazy eccentric dude .. that’s what makes them so great

    2
Submit a report
Please help us understand how this comment violates our community guidelines.
Thank you for the feedback
Your feedback has been sent to our team for review.
JournalTv
Video Player is loading.
Current Time 0:00
Duration 0:00
Loaded: 0%
Stream Type LIVE
Remaining Time 0:00
 
1x
    • descriptions off, selected
    • captions off, selected
      News in 60 seconds