invisible digital ibec tif talk march 2014

Invisible Digital © Amárach Research 2014

Invisible Digital an Amárach presentation

March 2014


After 5 years of recession, Irish consumers have gone digital,

with the result that a growing share of their spending has become

‘invisible’ in the wider economy.

It’s only the beginning…


Show Me the Future

The Digital Context

Showrooming Trends

Smart Opportunities


The Digital Context


Christmas 2013

Planned spend on gifts: €485

Actual spend on gifts: €458*

* Amárach omnibus January 2014


Digital Christmas

61% bought Christmas gifts online

January 2014 omnibus survey of 1,000 adults

Average online spend was €219

online spenders also spent €325 offline


Digital Share

= €385 million


Showrooming Trends

Invisible Digital © Amárach Research 2014 Source: Liberty Global/UPC surveys of Internet users, 2013

74

58

49 48 45

Poland Ireland Germany Netherlands Belgium

% research offline, buy online


Smart Shoppers

* Amárach survey of smartphone owners November 2013

49% have used their smartphone to check

for lower prices while still in store*

59% have looked at a product in a shop

intending to buy it online afterwards


Vulnerable Categories


Making my

life easier

Making my

life harder

Google 95% 5%

Microsoft 87% 13%

Samsung 85% 15%

Facebook 84% 16%

Apple 81% 19%

An Post 73% 27%

Supermarkets 71% 29%

TV Service Providers 58% 42%

Mobile Networks 55% 45%

Daily Newspapers 52% 48%

Petrol Stations 34% 66%

Electricity Providers 33% 67%

Banks 24% 76%

Government 9% 91%

Source: Amárach Research May 2013


Smart Opportunities


e. [email protected] t. 01 410 5200

w. www.amarach.com b. www.amarach.com/blog

t. twitter.com/AmarachResearch s. slideshare.net/amarach

invisible digital ibec tif talk march 2014

Marketing

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