TheDigitalSavvyConsumer IrishResearchintoKeyDigitalShoppingTrends

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Objectives&Methodology

/ ResearchwasconductedtoestablishlatestIrishdigitalconsumertrendsfocusingon:➢OnlineShoppingvs.PhysicalStores➢CustomerServiceExpectationsinaDigitalWorld➢PotentialofNewerShoppingTechnologies,e.g.VR/ARanddigital

voiceassistants.

/ Thesurveywasconductedonlinewithanationallyrepresentativesampleofn=1,011adultsaged18+,usingREDC’sonlinepanel,REDCLive.

/ Thesurveywasconductedthe6th-10thSeptember2018.

OnlineShopping

OnlineShoppingisbigamongIrishconsumers

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PC/Computer Mobile/Tablet60% 46%

Onlineshoppingiscommonacrossallagegroups&lifestages

Inthepast3months:

83%

OnlineShoppingissettogrowamongIrishconsumers

5

PC/Computer

Mobile/Tablet

Youre-commercesiteneedstobeoptimisedforalldevices

…expecttoincreasetheironlineshoppingbyphone/tabletinthenext12months

…expecttoincreasetheironlineshoppingbyPC

35%

33%

Lessrelianceonphysicalstores

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Purchasefromwebsitewithnophysicalstore 53%

Aphysicalstorepresenceisnolongeramustforconsumers

Inthepast3months:

…expecttoincreasetheirshoppingfromwebsiteswithnophysicalstoresinthenext12months

34%

7

ABC1‘s:47%

C2DE‘s:47%

SocialClass

Conn/Ulster

15%RestofLeinster

26%Munster

31%

Dublin27%

Region

47%

53%

Gender Age

18-2425-3435-4445-5455-6465+ 12%

10%14%

28%24%

12% +14%vs.Pop.

+5%vs.Pop.

MobileShoppersaremorelikelytobe18-44yearsold

F‘s:6%

WhydoIrishcustomersgoonline?

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64%Cheaper

46% Easier

64% Onlinereviews

53%Availability

Irishvs.GlobalMultinationalWebsites

38%saytheyprefertobuyfromlocalIrishwebsites.

Butthisischangingwiththe65+drivingthepreferenceforIrishwebsites.53%ofthe65+yearoldshaveapreferenceforIrishwebsitesoverGlobalMultinationals.

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Whileonlineshoppingisgrowing,theinteractionwithaphysicalstoreremainsrelevantforsome

Inthepast3months:

Boughtsomethinginaphysicalstoreafterresearchingitonline

46% 17%

Boughtsomethingonlineduringorimmediatelyaftercheckingitoutina

physicalstore

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24%28%

Irishcustomersarelikelytokeepthelinkbetweenonlineshoppingandphysicalstoresinthenearfuture…

Bythistimenextyear

Expecttobuymoreinaphysicalstoreafterresearchingitonlinebeforeorduringthe

storevisit

Expecttobuymoreonlineduringorimmediatelyaftercheckingitoutinaphysical

store

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Thereisstillasenseofcomfortassociatedwithbuyingfromaphysicalstore,mainlydrivenbyaleveloftrustlinkedtothephysicalconnectionwiththeproductandthebrand

55% 28%

Touch&seetheproducts

Concernedtobuyfromawebsitewithout

aphysicalstore

CustomerServiceinaDigitalWorld

Customerslookingtocontactbrandsonline

2in5expect24/7onlinecontact(webchat)

Lessthan1in3expectpresenceonsocialmediachannels

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Whenitcomestoonlinecontactwithbrands,Irishcustomersaremorelikelytocontactcustomerserviceonlinethantogothroughsocialmediachannels.

Inthepast3months:

Contactedcustomerserviceonline 29%

17%Contactedbrandthrough

socialmedia

16

24%

16%

Whiledemandforcontactwithcustomerserviceonlineisexpectedtogrowatahigherrate,thereisstillarequirementforbrandstomaintainapresenceonsocialmedia,particularlyfortheyoungerdemographics

Bythistimenextyear

Expecttocontactcustomerserviceonline

moreoften

Expecttocontactbrandsthroughsocialmediamore

often

NewShoppingTechnologies

NotcompleterevolutionwhenitcomestoVR/AR…yet!

4%haveusedAR/VRtoreviewaproductbeforepurchase

20%expecttobedoingmoreayearfromnow

30%expecttouseVR/ARmoreforshoppinginthefuture

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MixedlevelofinterestinrelationtouseofVR&ARtoenhancepurchaseexperience

24%

28%

33%

38%

VisitholidaydestinationviaVRbeforebooking

SeehowclotheslookonyouwithARbeforebuying

UseARtoseehownewfurniturefitsinyourhome

VisitarestaurantviaVRbeforebooking

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Strongerlevelofinterestformorefamiliar&practicalusesoftechnology

26%

42%

48%

53%Smartfridgethatordersgroceries

SearchProductinfousingvoicecommandsthroughphoneordigitalvoiceassistants

Searchforproductinfobyuploadinganimage

Orderproductsusingdigitalvoiceassistantse.g.AmazonEchoorGoogleHome

KeyLearnings

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KeyLearnings

1. Onlineshoppingiscommonacrossthepopulationandwillcontinuetogrowattheexpenseofphysicalstores.

2. OnlineshoppingfromaPCremainsbiggerthanmobileshoppingbutthiswillchange.

3. Websitesneedtobeoptimisedforalldevices,beeasytonavigateandprovidedetailedproductinformationandpossibleproductreviews.

4. 24/7customerserviceisbecomingthenorm–brandsthatdonotofferthiswillloseout.

5. ConsumersareembracingIoTandarelikelytoutiliseVR/ARinthefutureforproductreviews.