The Digital Savvy Consumer Irish Research into Key Digital Shopping - - PowerPoint PPT Presentation

The Digital Savvy Consumer


Irish Research into Key Digital Shopping Trends

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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 6th-10th September 2018.

Online Shopping

Online Shopping is big among Irish consumers

4

PC/Computer Mobile/Tablet

60% 46%

Online shopping is common across all age groups & life stages In the past 3 months:

83%

Online Shopping is set to grow among Irish consumers

5

PC/Computer Mobile/Tablet

Your e-commerce site needs to be optimised for all devices

…expect to increase their online shopping by phone/tablet in the next 12 months …expect to increase their online shopping by PC

35% 33%

Less reliance on physical stores

6

Purchase from website with no physical store 53%

A physical store presence is no longer a must for consumers In the past 3 months:

…expect to increase their shopping from websites with no physical stores in the next 12 months

34%

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ABC1‘s: 47% C2DE‘s: 47%

Social Class

Conn/ Ulster

15%

Rest of Leinster

26%

Munster

31%

Dublin

27%

Region

47% 53%

Gender Age 18-24 25-34 35-44 45-54 55-64 65+

12% 10% 14% 28% 24% 12%

+14% vs. Pop. +5% vs. Pop.

Mobile Shoppers are more likely to be 18-44 years old

F‘s: 6%

Why do Irish customers go online?

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64%

Cheaper

46% Easier 64%

Online reviews

53%

Availability

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.

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While online shopping is growing, the interaction with a physical store remains relevant for some

In the past 3 months:

Bought something in a physical store after researching it online

46% 17%

Bought something online during or immediately after checking it out in a physical store

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24% 28%

Irish customers are likely to keep the link between online shopping and physical stores in the near future…

By this time next year

Expect to buy more in a physical store after researching it online before or during the store visit Expect to buy more online during or immediately after checking it out in a physical store

12

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%

Touch & see the products Concerned to buy from a website without a physical store

Customer Service in a Digital World

Customers looking to contact brands online

2 in 5 expect 24/7

• nline contact

(webchat)

Less than 1 in 3

expect presence on social media channels

15

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 service online

29% 17%

Contacted brand through social media

16

24% 16%

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 customer service online more often Expect to contact brands through social media more

• ften

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

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Mixed level of interest in relation to use of VR & AR to enhance purchase experience

24% 28% 33% 38% Visit holiday destination via VR before booking See how clothes look on you with AR before buying Use AR to see how new furniture fits in your home Visit a restaurant via VR before booking

20

Stronger level of interest for more familiar & practical uses of technology

26% 42% 48% 53% Smart fridge that orders groceries Search Product info using voice commands through phone or digital voice assistants Search for product info by uploading an image Order products using digital voice assistants e.g. Amazon Echo or Google Home

Key Learnings

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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.