The Digital Savvy Consumer Irish Research into Key Digital Shopping Trends
Objectives & Methodology / Research was conducted to establish latest Irish digital consumer trends focusing on: ➢ Online Shopping vs. Physical Stores ➢ Customer Service Expectations in a Digital World ➢ Potential of Newer Shopping Technologies , e.g. VR/AR and digital voice assistants. / The survey was conducted online with a nationally representative sample of n=1,011 adults aged 18+, using RED C’s online panel, RED C Live. / The survey was conducted the 6 th -10 th September 2018 . 2
Online Shopping
Online Shopping is big among Irish consumers In the past 3 months: 83% 60% 46% PC/Computer Mobile/Tablet Online shopping is common across all age groups & life stages 4
Online Shopping is set to grow among Irish consumers …expect to increase their online 35% shopping by phone/tablet in the next 12 months Mobile/Tablet …expect to increase their online shopping 33% by PC PC/Computer Your e-commerce site needs to be optimised for all devices 5
Less reliance on physical stores In the past 3 months: Purchase from website with no physical store 53% …expect to increase their shopping from websites with no physical 34% stores in the next 12 months A physical store presence is no longer a must for consumers 6
Mobile Shoppers are more likely to be 18-44 years old Age Gender 18-24 53% 12% +14% vs. Pop. 25-34 24% 35-44 28% 45-54 14% 55-64 10% 47% 65+ 12% Social Class Region ABC1‘s: 47% +5% vs. Pop. Dublin 27% Conn/ Ulster C2DE‘s: 47% 15% Rest of Leinster 26% F‘s: 6% Munster 31% 7
Why do Irish customers go online? 64% Cheaper 64% Online reviews 53% Availability 8 46% Easier
Irish vs. Global Multinational Websites 38% say they prefer to buy from local Irish websites. But this is changing with the 65+ driving the preference for Irish websites. 53% of the 65+ year olds have a preference for Irish websites over Global Multinationals.
While online shopping is growing, the interaction with a physical store remains relevant for some In the past 3 months: 46% 17% Bought something in a Bought something online physical store after during or immediately researching it online after checking it out in a physical store 10
Irish customers are likely to keep the link between online shopping and physical stores in the near future… By this time next year 28% 24% Expect to buy more in a Expect to buy more online physical store after researching during or immediately after it online before or during the checking it out in a physical store visit store 11
There is still a sense of comfort associated with buying from a physical store, mainly driven by a level of trust linked to the physical connection with the product and the brand 55% 28% Concerned to buy Touch & see from a website without the products a physical store 12
Customer Service in a Digital World
Customers looking to contact brands online 2 in 5 expect 24/7 online contact (webchat) Less than 1 in 3 expect presence on social media channels
When it comes to online contact with brands, Irish customers are more likely to contact customer service online than to go through social media channels. In the past 3 months: Contacted customer 29% service online Contacted brand through 17% social media 15
While demand for contact with customer service online is expected to grow at a higher rate, there is still a requirement for brands to maintain a presence on social media, particularly for the younger demographics By this time next year Expect to contact 24% customer service online more often Expect to contact brands through social media more 16% often 16
New Shopping Technologies
Not complete revolution when it comes to VR/AR…yet! 4% have used AR/VR to review a product before purchase 20% expect to be doing more a year from now 30% expect to use VR/AR more for shopping in the future
Mixed level of interest in relation to use of VR & AR to enhance purchase experience 38% Visit a restaurant via VR before booking 33% See how clothes look on you with AR before buying 28% Use AR to see how new furniture fits in your home Visit holiday destination via VR before booking 24% 19
Stronger level of interest for more familiar & practical uses of technology Smart fridge that orders groceries 53% Order products using digital voice assistants e.g. 48% Amazon Echo or Google Home Search Product info using voice commands 42% through phone or digital voice assistants 26% Search for product info by uploading an image 20
Key Learnings
Key Learnings 1. Online shopping is common across the population and will continue to grow at the expense of physical stores. 2. Online shopping from a PC remains bigger than mobile shopping but this will change. 3. Websites need to be optimised for all devices, be easy to navigate and provide detailed product information and possible product reviews. 4. 24/7 customer service is becoming the norm – brands that do not offer this will lose out. 5. Consumers are embracing IoT and are likely to utilise VR/AR in the future for product reviews. 22
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