Significant Growth in Online Purchases by Irish Adults
Irish adults spent €2.96bn on online purchases in 2010, up 39pc over the previous year, according to research published today by Visa Europe.
Average Online Spending and Popular Categories
The research, which was conducted by iReach in April and involved 1,000 Irish participants, reveals that the average Irish shopper spent €1,550 online last year. While flights/holidays, entertainment tickets and books continue to be the most popular items purchased online, clothing and footwear are gaining momentum with Irish consumers. Consumers are also more inclined to purchase items online that they cannot find in Irish stores. Men spent more online on average (€1,650) than women (€1,470).
Cost Savings and Convenience of Online Shopping
Half of the respondents indicated that they save between 11pc and 30pc by shopping online. A quarter of survey participants believed it was more convenient as there was better choice and shoppers could make purchases any time of day.
Preferences by Age Group and Focus on Value
The survey reveals that value tends to be more important for 25-44 year olds, with an average of 59pc of participants choosing it as their primary reason for buying consumer goods online, compared to 42pc of 18-24 year olds and 45pc of 45-54 year olds.
Increased Confidence and Awareness in Online Shopping
According to Visa Europe, there has been a notable increase in people’s confidence in online shopping over the past twelve months, with 96pc of respondents indicating that they are confident that the online retailer they are purchasing from is reputable and 86pc aware of what security features to check for on websites. In addition, there was an improvement in awareness of online consumer rights, with 65pc indicating that they knew what they are entitled to.
“Consumers typically shop online because it’s convenient but increasingly we’ve seen budget conscious shoppers turn to the internet in the hunt for value,” said Conor Langford, vice-president, Ireland at Visa Europe.”
“The growth in eCommerce activity also reflects the fact the Irish consumers are increasingly confident in using their debit or credit card online.”