6. eCommerce

More than half of Irish consumers plan to use both online and offline retail channels in combination for research
and comparison when shopping this Christmas. When it comes to buying, half will do it in-store, 11% online and 39% will do both. The buying figures are broadly in line with the European average.

These are among the findings of the Deloitte Christmas Spending Survey, which examined the shopping habits of 18,000 consumers in Europe and South Africa.

When it comes to research and comparison, the online stores of brands and shops are the most popular information sources, along with search engines. Email advertising and newsletters are more popular sources with those aged 35 to 64 than with younger consumers, who tend more towards blogs and social networks.

The main reasons Irish consumers give for choosing to shop online are:

• Shopping when I want (54%)

• Saving time (54%)

• Getting other consumers’ opinions (50%)

The weaknesses of shopping online were reported to be after-sales service, exchanging or returning products easily and payment safety. In 10 of the 18 countries, consumers said lower prices were a priority for them in relation to all retailers. In the other countries lower prices were second or third priority.

Source: Deloitte Christmas Spending Survey 2011

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