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10th May 2017
e-Shopper Barometer
DPD Study of Young European Online
Shoppers
E-shopper barometer – Ireland report November 2016
Welcome
Maeve DwyerHead of Customer Services, Quality & Marketing
DPD Irelanddpd.ie
T: +353-9064-20524
E-shopper barometer – Ireland report November 2016
The online evolution…………
• Amazon sold their first book in 1995
• B2C eCommerce revenue in Europe this year estimated
€250.7 billion
• Irish people are expected to spend €14.1bn online by 2020
• => Double what we’re spending today!
• 59% of shopping is done on sites outside Ireland
E-shopper barometer – Ireland report November 2016
Annual Retail eCommerce Sales Growth 2014 - 2020
Source: eMarketer; Various sources (powerretail.com.au);
E-shopper barometer – Ireland report November 2016
The DPDGroup eShopper Barometer
• First report published last year – 5
countries - UK, France, Germany, Poland,
Spain
• This year’s report covers 21 countries
• 23,450 “blind” interviews
• Conducted September 19th – October 7th
2016
• Austria: 1,002
• Belgium: 1,000
• Croatia: 805
• Czech Republic: 1,002
• Estonia: 805
• France: 1,530
• Germany: 1,582
• Hungary: 1,027
• Ireland: 1,002• Latvia: 829
• Italy: 1,553
• Lithuania: 802
• Netherlands: 1,007
• Portugal: 999
• Romania: 1,017
• Slovakia: 1,001
• Slovenia: 809
• Spain: 1,519
• Switzerland: 1,007
• UK: 1,652
E-shopper barometer – Ireland report November 2016
What type of information does it provide?
• Looks at the customer journey
from pre-purchase to post-
delivery
• Aims is to understand the wants
and needs of the online shopper
now and into the future
• Provides insights into specifics
not just of our own market, but of
other European markets
• Help us to engage more closely
with the consumer
• Improve our offering to the
consumer
• Supports consistency across the
buying journey
E-shopper barometer – Ireland report November 2016
Our focus for today
E-shopper barometer – Ireland report November 2016
Opportunity
Market trends to exploit
Ireland
E-shopper barometer – Ireland report November 2016
Average share of online shopping
among total shopping (online + offline)
% - Based on physical goods only
A5 – What share does online shopping approximately represent on your total shopping for each of the following types of goods?Base: All (23450)
10 to 12%
8 to 10%
6 to 8%
< 6%N.A.
At 8.1%, Ireland's declared share of online shopping among total shopping is below the
European average (9.6%)
8.1%
Significant difference between the countries from 0,3 point
European average
9,6%
E-shopper barometer – Ireland report November 2016
58
66 6772 72 74
76 7780 81 81 82 83
86 87 88 88 8991 93 94
39
52
45
36
56
40
32
42 43
51 4954
35
46 44
53
31
46
29
63
44
Internet penetration and frequency of e-shopping
%
Internet penetration (source: Internet Live Stats July 2016 Estimate)
E-shoppers buying online at least once a month
A1 – How often do you order this type of goods online?Base: All (23450)
LithuaniaLatvia EstoniaRomania HungarySlovenia Czech republicSlovakiaCroatia NetherlandsSwitzerlandPolandPortugalItaly Spain BelgiumAustria FranceIreland Germany UK
The level of connectivity to Internet does not necessarily reflect the level of regular online
shopping: Ireland has a medium level of Internet penetration (81%) vs. the other Western countries, but nearly
2/3 of us regularly buy online (51% overall, 63% of Irish Internet users)
Internet penetration in Europe : 81,5%
E-shopper barometer – Ireland report November 2016
The Irish are amongst the most avid online fashion shoppers in EuropeWe are generally relatively frequent buyers ('at least once a month') - particularly for groceries
('dry goods') and fashion, books and beauty/healthcare
Types of goods purchased online…
% - TOP 10 types of goods
21
16
9
12
6
8
6
7
5
12
54
45
39
33
28
26
22
21
18
17
Fashion
Books
Shoes
Beauty/ Health Care
High-tech/ Electronics
DVD/ CD/ Video Games
Toys
Sport
Leisure
Groceries (‘dry goods’)
Average share of online shopping
among total shopping (online + offline)
% - Based on physical goods only
Europeanmean
48
43
40
35
35
28
23
18
25
16
European mean
19,5
18,4
14,1
12,3
14,1
12,2
8,4
6,4
8,3
5,9
A5 – What share does online shopping approximately representon your total shopping for each of the following types of goods?Base: All (1002)
SC2 – Since January, what types of goods have you ordered online? A1 – How often do you order this type of goods online?Base: All (1002) Rq: Several answers allowed
…at least once a month
…since January
20,1
18,8
12,4
10,7
11,2
10,6
7,3
7,4
5,5
5,9
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
63
53
54
48 38
38
38
35
31
29
35
E-shopper barometer – Ireland report November 2016
Intention to buy online in the future
% - TOP 10 types of goods
SC2 – Since January, what types of goods have you ordered online? A3 – What types of goods would you be willing to continue/ to start purchasing online?Base: All (1002) Rq: Several answers allowed
European mean(Intention)
56
59
49
46
52
46
37
43
41
32
Purchased online since January
Intention to continue/start purchasing online
Fashion
Books
Shoes
Beauty/ Health Care
High-tech/ Electronics
DVD/ CD/ Video Games
Toys
Small home furniture/
Decoration
Leisure
Sport
54
45
39
33
28
26
22
17
18
21
59
54
43
40
38
36
28
27
26
26
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Irish e-shoppers' intentions to buy online in the future do not change
much –the ranking of top 10 types of goods remains pretty much the same
65
52
48
43
42
35
37
31 32
33
E-shopper barometer – Ireland report November 2016
45
21
21
20
14
14
13
9
7
2
1
1
1
3
Need to save money
Complicated/ Painful return process
Too many wrong purchases received
Too long delivery time
Payment-related issues
Broken items received
Too complicated to receive specific purchases
I only use online shopping sporadically for specific items/occasions
Too many parcels lost
I prefer to buy in local shops (advice, stock, experience)
I would like to try / see it before I buy it
I dislike/ distrust online shopping experience
Delivery/ shipping cost is too high/ not free
None of the above/others
Reasons to stop purchasing online
%
A4 – Why will you stop purchasing the following types of goods online ?Base: Already ordered the types of goods online and plan not to continue purchasing them online (393)Rq: Several answers allowed
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Some Irish e-shoppers declared that they might stop purchasing
certain items online (39%)Primarily related to concerns about spending beyond their means. This is followed by other concerns around product and delivery &
returns.
49
27
29 26
27 24
22
22
12
E-shopper barometer – Ireland report November 2016
24
17
10
9
8
8
5
C6 – Have you ever bought online from foreign websites? Base: All (1002) D6 – According to you, where was this website based? Base: All, for last purchaseRq: We define a foreign website as a website having a different domain name than your local one and/or a website being in a foreign language.
…and for their last online purchase, it concerns 54% of e-shoppers
75% of e-shoppers have already bought online from foreign websites…
Most common foreign countries for buying online
of which, 69% in neighbouring countries
83% in Europe
75% in other part of the world
Types of goods bought from foreign websites on
last online purchase
Fashion
Books
High-tech/ Electronics
DVD/ CD/ Video Games
Beauty/ Health Care
Shoes
Sport
Europeanmean
19
10
14
8
8
9
5
TOP3 countries:
69% in the UK
53% in the USA
43% in China
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
A large percentage (75%) of Irish e-shoppers has already bought
at least once from a foreign website, ………………….. 69% from UK-based websites
33
C7 – From which countries?Base: People that have already bought online from foreign websites (752)
Neighbouring countries: The UK
E-shopper barometer – Ireland report November 2016
C12 – What are the reasons for you to start purchasing from foreign websites?Base: People that have never bought online from foreign websites but might start in the future (60)
Rq: Several answers allowed
C8 – What were the reasons for you to make purchases from foreign websites? Base: People that have already bought online from foreign websites (752)Rq: Several answers allowed
69
55
21
2
Easier and more transparent delivery/ return options
Offer products/ brands not available locally
Offer better deals
Reasons to start purchasing from foreign websites
%
66
52
12
11
2
Easier and more transparent delivery/ return options
Products/ brands/ website not available locally
Find better deals
Speak the foreign language of the website
Reasons to make purchases from foreign websites
%
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Better deals and the availability of specific products are by far the main drivers of purchases abroad for e-shoppers who have already or not yet
bought from abroad (intention)
58
87
60
31
Other
Other
E-shopper barometer – Ireland report November 2016
Reasons to stop buying from foreign websites are delivery and return
concerns, particularly among e-shoppers from urban areas and Small buyers. Security concerns are the main
reason not to start, particularly among e-shoppers from rural areas and Heavy buyers.
Reasons to stop purchasing on foreign websites %
C13 – What are the reasons for you not to start purchasing from foreign websites?Base: People that have never bought online from foreign websites
and might not start in the future (190)Rq: Several answers allowed
C10 – What are the reasons for you to stop purchasing from foreign websites? Base: People that have already bought online from foreign websites but would not continue in the future (60)Rq: Several answers allowed
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
E-shopper barometer – Ireland report November 2016
Online shopping habits regarding websites
%
C2 – Thinking of how you usually select a website, which of the following would best describe your online shopping habit? Base: All (1002)
65%Loyal to certain websites but like to
change sometimes(European average : 67%)
18%Always go on different websites
to shop(European average : 14%)
18%Always shop on the same websites(European average : 19%)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Ireland is in line with the European average of online shopping habits regarding websites, with 83% always or regularly buying on the same websites. Heavy buyers and Millennials are more into shopping on the same
websites than the others.
25 24
E-shopper barometer – Ireland report November 2016
Devices used to shop online
%
Average numberof devices
used to order
Europeanmean
63%
53%
35%
24%
1.71.8
70
43
38
31
45
38
17
Use an
App
Use
both
Use an
Internet browser
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Ireland has a high rate of e-shoppers that use tablets compared
to other countries, but a laptop is still the favourite device to shop online, especially for Millennials. When e-shoppers
order via tablet and/or smartphone, they prefer to use an Internet browser than an app.
C3 – What devices do you use to order? Base: All (1002)C4 – And how do you usually order on the following device(s)? Base: People using smartphones and/or tablets to shop online (686)Rq: Several answers allowed
75
50 46
Laptop
Desktop
Smartphone
Tablet
E-shopper barometer – Ireland report November 2016
Irish e-shoppers' latest online purchases were mostly fashion and booksThe types of goods that they spent the largest average amounts on were high-tech/ electronics and
leisure.
Types of goods purchased online…
% - TOP 10 types of goods of latest purchase online
23
15
9
9
9
7
5
5
4
3
Fashion
Books
High-tech/ Electronics
Beauty/ Health Care
Shoes
DVD/ CD/ Video Games
Toys
Sport
Leisure
Grocery
D1 – What types of goods did you purchase last time your ordered something online?Base: All (1002)
62 €
54 €
161 €
44 €
59 €
59 €
69 €
78 €
114 €
80 €
Average amount spent per type of goods
% - TOP 10 types of goods
D8 – Approximately, what was the overall price you paid ?Base: All (1002)
Europeanmean
15
13
8
11
9
7
4
5
4
4
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
E-shopper barometer – Ireland report November 2016
The prevalent tendency among Irish e-shoppers was to make
functional purchases.(in line with European e-shoppers' habits) Millennials are the e-shoppers that made the most 'sudden impulse' and 'guilty pleasure'
purchases.
D2 – What kind of purchase was it? D3 – To prepare this purchase, would you say that…Base: All (1002)
Most common type of purchase
% - Based on latest e-shopping experience
Impulse purchase
% - Based on latest e-shopping experience
23
23
48
Exceptionalpurchase
“Guilty pleasure”purchase
Functional/ routinepurchase
37
63
“Sudden impulse” purchase
Prepared purchase
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
28 28 29
43
E-shopper barometer – Ireland report November 2016
D5 – Had you already bought something on this website before that order?Base: All (1002)
AmazoneBay Littlewoods
Familiarity with the website visited on latest purchase
%
6
13
81 Already bought something on the website before last order
Never bought something on the website before last order but already knew it
Never heard about the website before last order
D4 – On which website did you purchase it?Base: All (1002)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
A very high share (81%) of latest purchases were made on websites already usedAmong the websites last purchased on, Amazon was ahead of other retailers, with twice more visits
than eBay.
22%
11% 4%
18
TOP 3 most popular websites used for e-shoppers’ latest online purchases
E-shopper barometer – Ireland report November 2016
60
20
7
5
Searching method used for latest order
%
D7 – How did you find the item you purchased?Base: All (1002)
initial search on a search engine
directly on the website
Through social media
Through a comparison portal
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
The majority of e-shoppers bought their latest purchases directly on the website, without
going through a search engine (60%)
E-shopper barometer – Ireland report November 2016
Home was by far the favoured place of delivery, and even more so for e-shoppers from rural areas and Small buyers - work was the 2nd preferred option and was more popular with
Millennials. Delivery to a post office was not amongst Irish e-shoppers' top 5, although it was for most European e-shoppers. 55% free
delivery is a fairly low percentage compared to other European countries.
For 55% of e-shoppers, the delivery was free...
Type of goods at latest delivery
% - TOP 10 types of goods
27
12
11
9
8
6
5
4
4
3
Fashion
Books
High-tech/ Electronics
Shoes
Beauty/ Health Care
DVD/ CD/ Video Games
Toys
Sport
Leisure
Fresh Food/ Beverage
Delivery places
% - TOP 5
35% received an email or SMS
notification indicating the approximate
arrival time of the parcel
75
10
3
3
2
To the retailer store
To an alternative address (different from home or work)
To a parcel locker station
At work
At home
D9 – Was the delivery free?Base: Had free delivery last time they order online (553)
D10 –On the day of delivery, did you receive an email or SMS notification to indicate you the approximate time your parcel will arrive?
D11 - Where did you have your parcel delivered to? - Base: All (1002)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
81 79
15
E-shopper barometer – Ireland report November 2016
6% of e-shoppers returned their items last purchased online, of which fashion was the type of goods that was returned the most. Heavy buyers are overrepresented on DVD/ CD/ video games and
groceries ('dry goods').
Type of goods at last return
% - TOP 10 types of goods
32
13
11
9
7
7
6
4
3
2
Fashion
Shoes
High-tech/ Electronics
Books
DVD/ CD/ Video Games
Grocery
Small home furniture/
Decoration
Beauty/ Health Care
Fresh Food/ Beverage
Heavy home furniture
D12 – Did you return the item you bought?Base: Returned their last order (56)
6% of e-shoppers returned the latest item they bought online
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
51
17
25
13 12
13
13
E-shopper barometer – Ireland report November 2016
45 38 13 21
32 33 23 7 4
62% of e-shoppers
consider that making their
last online purchase
was easyAnd 42%, extremely easy
Rating of latest online purchase experience
%
Excellent Very good Good Fair Poor
consider that their last online
purchase experience
was good
96%
Keep shopping online vs physical store
%
Extremely strongly Very strongly Strongly Only slightly No preference
88% STRONGLY
62% of e-shoppers considered that their latest online purchase was easy and 96% were satisfied with the experience, leading 88% of them to say that they would continue purchasing that item online
50 52
30 1239 40
PERF3. All things considered, how do you rate your last online purchase experience?
PREF3. Based on your last online purchase experience, for this type of item/purchase how
strongly would you keep shopping online rather than in a physical store?
Base: All (1002)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
D13 – How much effort did you have to put into making your last online purchase?
Base: All (1002)
E-shopper barometer – Ireland report November 2016
Importance of criteria when buying online
% - TOP 12 of criteria mentioned as a driver when
buying online
B1 – You will now see a list of criteria which might be or not important for you when buying online. Which criteria are important for you? Base: All (1002)Rq: Several answers allowed
No adverts slowing down browsing
No hidden fees adding up to the
final product price
Transparent and complete delivery
costs
Clear return policy
Free delivery
Detailed description of the product (fabric,
functionalities...)
Free returnTransparent and
complete return costs
Efficient search engine and filters
Possibility to make changes at any time of the purchase
process
Ability to pay with credit card
Choice in the speed of delivery (same day, next day, weekend...)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Important drivers when buying online revolve around transparency regarding product prices and delivery
costs, as well as clear return policies
72 94
91
90
89
89
8989
82
82
78
73
E-shopper barometer – Ireland report November 2016
On the contrary, websites facing technical problems, complicated return processes and a lack of stock prevent most from buying online, with an even stronger impact on the Small buyers
population for the latter criterion
Features that prevent from buying online
% - TOP 12 of features mentioned as a barrier when
buying online
B2 – On the contrary, do the following features prevent you from buying online?Base: All (1002)Rq: Several answers allowed
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
One payment method only
Technical bugs on the website
Complicated return process
Proposed item no longer in stock
Not knowing return policy from
the start
Having to pay in case of return
Complicated navigation on the website
Having to pay delivery fees
Bad opinion of fellow shoppers on social media
Delivery time too long
Not knowing when I will get my
parcel
Not enough security
checks for payment
54 78
78
77
75
74
7267
67
64
62
60
83
E-shopper barometer – Ireland report November 2016
46
44
30
16
6
6
4
4
3
1
Preferred payment methods
%
C5 – Several payment methods exist when it’s time to pay online. What is your preferred one?Base: All (1002)Rq: Several answers allowed
Digital wallet (Paypal, Alipay)
Stored value cards/ Virtual cards/ e-money
Domestic bank credit card/ debit card
Direct debit
Other cards (American Express)
Cash-on-Delivery (COD)
Bank transfer
Mobile payment app
Visa/ Mastercard
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Paying online by digital wallet (Paypal etc) and Visa/ MasterCard
are the preferred payment methods, which is in line with the payment methods most often indicated as preferred across the European countries
Virtual Currencies (Bitcoin)
27
11
9
E-shopper barometer – Ireland report November 2016
Most of the proposed delivery/ return options, and particularly
next day delivery, would make e-shoppers more likely to purchase from a website. Heavy buyers are keener than
others on Same day delivery.
Would the following delivery/ return options make you more likely to purchase from a website/ retailer?
%
Next day delivery
Possibility to reschedule delivery
Advanced notifications with a 1-hour time window
Real-time information on delivery process
Saturday/ Sunday delivery
Evening delivery
Several delivery options
2-hour window delivery in the evening
Same day delivery
2-hour window delivery in the afternoon
Delivery based on geolocalisation
88
84
83
83
83
83
82
81
81
78
75
YES NO
C16 – Would the following delivery/return options make you more likely to purchase from a website/retailer?Base: All (1002)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
86
E-shopper barometer – Ireland report November 2016
C17 – Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer? Base: All (1002)
Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer?
%
33 41 20 2 4
Yes, definitely Yes, probably No, probably not No, definitely not I don’t know
YES74% NO26%
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
The majority of e-shoppers (74%), and even more so Heavy buyers, would be more inclined to purchase from a website/retailer that offers a 1-hour delivery window/timeslot
43 25
YES77% NO23%European average :
Market Trends to Exploit
E-shopper barometer – Ireland report November 2016
Average share of online shopping
among total shopping (online + offline)
% - Based on physical goods only
A5 – What share does online shopping approximately represent on your total shopping for each of the following types of goods?Base: All (23450)
10 to 12%
8 to 10%
6 to 8%
< 6%N.A.
The UK has the second highest declared share of online shopping among total shopping in
Europe, behind Germany. The European average is 9.6%.
11.0%
Significant difference between the countries from 0,3 point
European average
9,6%
E-shopper barometer – Ireland report November 2016
58
66 6772 72 74
76 7780 81 81 82 83
86 87 88 88 8991 93 94
39
52
45
36
56
40
32
42 43
51 4954
35
46 44
53
31
46
29
63
44
Internet penetration and frequency of e-shopping
%
Internet penetration (source: Internet Live Stats July 2016 Estimate)
E-shoppers buying online at least once a month
A1 – How often do you order this type of goods online?Base: All (23450)
LithuaniaLatvia EstoniaRomania HungarySlovenia Czech republicSlovakiaCroatia NetherlandsSwitzerlandPolandPortugalItaly Spain BelgiumAustria FranceIreland Germany UK
The level of connectivity to Internet does not necessarily reflect the level of regular online shoppingThe UK has one of the strongest Internet penetrations (93%), but a share of Internet users regularly buying online that is largely below
(63% overall, 67% of British Internet users).
Internet penetration in Europe : 81,5%
E-shopper barometer – Ireland report November 2016
British e-shoppers' top 3 types of goods purchased online - fashion,
books and DVD/CD/ video games –are above the average European mean. The UK is the European country where online purchases
of groceries (fresh and 'dry') are the highest and the most frequent.
Types of goods purchased online…
% - TOP 10 types of goods
20
19
15
9
16
26
6
21
8
5
48
45
40
40
33
33
29
27
24
24
Fashion
Books
DVD/ CD/ Video Games
Shoes
Beauty/ Health Care
Groceries (‘dry goods’)
High-tech/ Electronics
Fresh Food/ Beverages
Toys
Small home furniture/
Decoration
Average share of online shopping
among total shopping (online + offline)
% - Based on physical goods only
Europeanmean
48
43
28
40
35
16
35
14
23
23
European mean
19,5
18,4
12,2
14,1
12,3
5,9
14,1
5,4
8,4
6,9
A5 – What share does online shopping approximately representon your total shopping for each of the following types of goods?Base: All (1652)
SC2 – Since January, what types of goods have you ordered online? A1 – How often do you order this type of goods online?Base: All (1652) Rq: Several answers allowed
…at least once a month
…since January
20,4
20,5
18,8
14,7
11,9
14,2
12,6
12,1
9,5
7,9
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
62 57
56
50
53 47
48 43
63 40
40
52
38 32
40 29
E-shopper barometer – Ireland report November 2016
Intention to buy online in the future
% - TOP 10 types of goods
SC2 – Since January, what types of goods have you ordered online? A3 – What types of goods would you be willing to continue/ to start purchasing online?Base: All (1652) Rq: Several answers allowed
European mean(Intention)
59
46
56
49
52
43
46
40
41
37
Purchased online since January
Intention to continue/start purchasing online
Books
DVD/ CD/ Video Games
Fashion
Shoes
High-tech/ Electronics
Small home furniture/
Decoration
Beauty/ Health Care
White goods/ Home
appliances
Leisure
Toys
45
40
48
40
29
24
33
20
23
24
66
64
63
58
53
53
50
50
49
44
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
According to British e-shoppers' intentions regarding future purchases, fashion - except among
Heavy buyers –would drop to the 3rd most purchased type of goods, with books taking the lead
71
66
58
58
61 58
55
53
E-shopper barometer – Ireland report November 2016
48
29
24
23
20
18
14
13
10
2
2
1
0
3
Need to save money
Too long delivery time
Complicated/ Painful return process
Broken items received
Too many wrong purchases received
Too complicated to receive specific purchases
Payment-related issues
Too many parcels lost
I only use online shopping sporadically for specific items/occasions
I prefer to buy in local shops (advice, stock, experience)
I would like to try / see it before I buy it
Delivery/ shipping cost is too high/ not free
I dislike/ distrust online shopping experience
None of the above/others
Reasons to stop purchasing online
%
A4 – Why will you stop purchasing the following types of goods online ?Base: Already ordered the types of goods online and plan not to continue purchasing them online (501)Rq: Several answers allowed
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Some British e-shoppers declared that they might stop purchasing certain items online (30%)Reasons for this are primarily related to concerns about spending beyond their means (for 48% of
British e-shoppers, the third highest share among Europeans - and 53% of Heavy buyers and 54%
of Millennials). In 2nd position, but far behind, comes delusion about delivery lead times and return processes, and in third position
disappointment about the product received.
53 54
44 36
31 29
37 30
30 24
27 24
25 21
21
E-shopper barometer – Ireland report November 2016
24
17
8
6
6
5
5
C6 – Have you ever bought online from foreign websites? Base: All (1652) D6 – According to you, where was this website based? Base: All, for last purchaseRq: We define a foreign website as a website having a different domain name than your local one and/or a website being in a foreign language.
…and for their last online purchase, it concerns 6% of e-shoppers
42% of e-shoppers have already bought online from foreign websites…
Most common foreign countries for buying online
of which, 18% in neighbouring countries
50% in Europe
73% in other part of the world
Types of goods bought from foreign websites on
last online purchase
DVD/ CD/ Video Games
Fashion
High-tech/ Electronics
Books
Beauty/ Health Care
Sport
Small home furniture/
Decoration
Europeanmean
8
19
14
10
8
5
4
TOP3 countries:
49% in the USA
36% in China
22% in Germany
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
42% of e-shoppers have already bought at least once from a foreign
website and most of them did so from US websites As a country with a mature domestic e-commerce offer, British e-shoppers have less the need to shop abroad than those from
countries with emerging domestic markets (e.g. LT, PT and HR whose shares range around ~75%-80%).
C7 – From which countries?Base: People that have already bought online from foreign websites (689)
Neighbouring countries: Ireland and France
E-shopper barometer – Ireland report November 2016
C12 – What are the reasons for you to start purchasing from foreign websites?Base: People that have never bought online from foreign websites but might start in the future (172)
Rq: Several answers allowed
C8 – What were the reasons for you to make purchases from foreign websites? Base: People that have already bought online from foreign websites (689)Rq: Several answers allowed
58
55
23
1
Easier and more transparent delivery/ return options
Offer better deals
Offer products/ brands not available locally
Reasons to start purchasing from foreign websites
%
53
44
11
11
4
Speak the foreign language of the website
Products/ brands/ website not available locally
Find better deals
Easier and more transparent delivery/ return options
Reasons to make purchases from foreign websites
%
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Better deals and the availability of specific products are by far the main drivers of purchases
abroad for e-shoppers who have already or not yet bought from abroad (intention)
51
16
19
70
65 60
30
Other
Other
E-shopper barometer – Ireland report November 2016
35
27
27
26
24
16
7
5
50
49
48
43
43
35
26
2
A bad delivery process is the most likely to stop e-shoppers, and
particularly Small buyers, from buying abroadFor Heavy buyers, bad return options are almost as strong a barrier. The main reason not to start
is extra fees and security concerns.
Reasons to stop purchasing on foreign websites
%
Security doubts
Disappointment with products
Difficult / Impossible return
No more need
Extra costs after check-out
Too long/ too difficult delivery process
Uneasy customer service
C13 – What are the reasons for you not to start purchasing from foreign websites?Base: People that have never bought online from foreign websites
and might not start in the future (791)Rq: Several answers allowed
C10 – What are the reasons for you to stop purchasing from foreign websites? Base: People that have already bought online from foreign websites but would not continue in the future (132)Rq: Several answers allowed
Reasons not to start purchasing on foreign websites
%
Extra fees
Too complicated return
Too long/complicated delivery
Security of banking/personal data
Find all I need locally
Quality of foreign/unknown brand products
Having to use customer service
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
47
41
32
35
23
Other Other
E-shopper barometer – Ireland report November 2016
Online shopping habits regarding websites
%
C2 – Thinking of how you usually select a website, which of the following would best describe your online shopping habit? Base: All (1652)
65%Loyal to certain websites but like to
change sometimes(European average : 67%)
13%Always go on different websites
to shop(European average : 14%)
23%Always shop on the same websites(European average : 19%)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
In the UK, a high proportion of the e-shoppers, and particularly Heavy buyers, are loyal to their e-
shopping websites
29
E-shopper barometer – Ireland report November 2016
Devices used to shop online
%
Average numberof devices
used to order
Europeanmean
63%
53%
35%
24%
1.71.8
64
43
37
32
49
33
18Use an
App
Use
both
Use an
Internet browser
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
The UK has the highest rate of e-shoppers using tablets in Europe,
especially among Heavy users, but a laptop is still the favourite device to shop online. When e-shoppers order via tablet and/or
smartphone, they prefer to use an Internet browser than an app.
C3 – What devices do you use to order? Base: All (1652)C4 – And how do you usually order on the following device(s)? Base: People using smartphones and/or tablets to shop online (1133)Rq: Several answers allowed
70
49 56
44
Laptop
Desktop
Smartphone
Tablet
E-shopper barometer – Ireland report November 2016
British e-shoppers' latest online purchases were mostly fashion, followed
by books and DVDs/... Heavy buyers and e-shoppers from rural areas were overrepresented on groceries ('dry goods').
The average amounts spent by British e-shoppers on most types of goods were below those of
French and German e-shoppers, with the exception of high-tech/ electronics.
Types of goods purchased online…
% - TOP 10 types of goods of latest purchase online
17
13
12
8
7
7
7
5
4
4
Fashion
Books
DVD/ CD/ Video Games
Shoes
Groceries (‘dry goods’)
High-tech/ Electronics
Beauty/ Health Care
Fresh Food/ Beverages
Leisure
Toys
D1 – What types of goods did you purchase last time your ordered something online?Base: All (1652)
53 £
18 £
50 £
47 £
87 £
205 £
30 £
65 £
42 £
34 £
Average amount spent per type of goods
% - TOP 10 types of goods
D8 – Approximately, what was the overall price you paid ?Base: All (1652)
12 13
Europeanmean
15
13
8
11
9
7
4
5
4
4
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
E-shopper barometer – Ireland report November 2016
The prevalent tendency among e-shoppers was to make functional and ‘guilty pleasure’ purchasesSmall buyers made a higher percentage of prepared purchases than other e-shoppers. Heavy buyers and Millennials make more
'guilty pleasure' purchases than others.
D2 – What kind of purchase was it? D3 – To prepare this purchase, would you say that…Base: All (1652)
Most common type of purchase
% - Based on latest e-shopping experience
Impulse purchase
% - Based on latest e-shopping experience
18
2154
Exceptionalpurchase
“Guilty pleasure”purchase
Functional/ routinepurchase
40
60
“Sudden impulse” purchase
Prepared purchase
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
29 28
65
E-shopper barometer – Ireland report November 2016
D5 – Had you already bought something on this website before that order?Base: All (1652)
AmazoneBay Tesco
Familiarity with the website visited on latest purchase
%
310
87Already bought something on the website before last order
Never bought something on the website before last order but already knew it
Never heard about the website before last order
D4 – On which website did you purchase it?Base: All (1652)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
A very high share (87%) of latest purchases were made on websites
already usedAmong the websites last purchased on, Amazon was way ahead of other retailers, with over 3 times more visits than eBay (#2). Tesco
was the 3rd most visited website, confirming that online grocery shopping is popular among British e-shoppers.
41%
12% 5%
TOP 3 most popular websites used for e-shoppers’ latest online purchases
E-shopper barometer – Ireland report November 2016
66
16
5
4
Searching method used for latest order
%
D7 – How did you find the item you purchased?Base: All (1652)
initial search on a search engine
directly on the website
Through a comparison portal
Through social media
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Most e-shoppers bought their latest purchases directly on the website, without going through a
search engine (66%)
E-shopper barometer – Ireland report November 2016
A high share of British e-shoppers (68%) received free delivery for their
latest purchasesFor the vast majority of them, home was the favoured place of delivery (82%). Although delivery either to a
parcel shop or to a parcel locker is growing in popularity in Europe, neither were in British e-shoppers' top 5.
For 68% of e-shoppers, the delivery was free...
Type of goods at last delivery
% - TOP 10 types of goods
16
13
12
8
7
7
6
5
4
4
Fashion
Books
DVD/ CD/ Video Games
High-tech/ Electronics
Shoes
Beauty/ Health Care
Groceries (‘dry goods’)
Fresh Food/ Beverages
Leisure
White goods/ Home
appliances
Delivery places
% - TOP 5
38% received an email or SMS
notification indicating the approximate
arrival time of the parcel
82
4
4
2
2
At work
To an alternative address (different from home or work)
At your neighbour's home
To the retailer store
At home
D9 – Was the delivery free?Base: Had free delivery last time they order online (1119)
D10 –On the day of delivery, did you receive an email or SMS notification to indicate you the approximate time your parcel will arrive?
D11 - Where did you have your parcel delivered to? - Base: All (1652)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
E-shopper barometer – Ireland report November 2016
6% of e-shoppers returned their items last purchased online, of which fashion was the type of goods that was returned the most - with up to 48% of latest fashion
purchases returned by Small buyers and 39% by Millennials. E-shoppers from rural areas are
overrepresented on groceries and Heavy buyers on white goods/ home appliances.
Type of goods at latest return
% - TOP 10 types of goods
35
10
9
6
6
5
5
4
4
4
Fashion
Groceries (‘dry goods’)
Shoes
Beauty/ Health Care
White goods/ Home
appliances
High-tech/ Electronics
Leisure
Books
Car equipment
Toys
D12 – Did you return the item you bought?Base: Returned their last order (101)
6% of e-shoppers returned the latest item they bought online
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
48 39
17
11
13
E-shopper barometer – Ireland report November 2016
45 41 12 11
35 33 22 4 6
64% of e-shoppers
consider that making their
last online purchase
was easyAnd 39%, extremely easy
Rating of latest online purchase experience
%
Excellent Very good Good Fair Poor
consider that their last online
purchase experience
was good
97%
Keep shopping online vs physical store
%
Extremely strongly Very strongly Strongly Only slightly No preference
90% STRONGLY
64% of e-shoppers considered that their latest online purchase was easy and 97% were satisfied with the experience, leading 90% of them to say that they would continue purchasing that item online
70
49
40 43 26
PERF3. All things considered, how do you rate your last online purchase experience?
PREF3. Based on your last online purchase experience, for this type of item/purchase how
strongly would you keep shopping online rather than in a physical store?
Base: All (1652)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
D13 – How much effort did you have to put into making your last online purchase?
Base: All (1652)
E-shopper barometer – Ireland report November 2016
Importance of criteria when buying online
% - TOP 12 of criteria mentioned as a driver when
buying online
B1 – You will now see a list of criteria which might be or not important for you when buying online. Which criteria are important for you? Base: All (1652)Rq: Several answers allowed
Ability to pay with credit card
No hidden fees adding up to the
final product price
Transparent and complete delivery
costs
Free delivery
Clear return policy
Detailed description of the product (fabric, functionalities...)
Free returnTransparent and
complete return costs
Efficient search engine and filters
Choice in the speed of delivery (same day, next
day, weekend...)
No adverts slowing down
browsing
Possibility to make
changes at any time of
the purchase process
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Important drivers when buying online revolve around transparency regarding product prices and delivery costs, as well as clear return policies and detailed product descriptions
69 90
89
87
87
87
8685
78
73
72
70
79
E-shopper barometer – Ireland report November 2016
On the contrary, items not in stock, websites facing technical problems and complicated return
processes prevent most from buying online
Features that prevent from buying online
% - TOP 12 of features mentioned as a barrier when
buying online
B2 – On the contrary, do the following features prevent you from buying online?Base: All (1652)Rq: Several answers allowed
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
One payment method only
Proposed item no longer in stock
Technical bugs on the website
Complicated return process
Having to pay in case of return
Having to pay delivery fees
Complicated navigation on the website
Delivery time too long
Not knowing return policy from
the start
Not knowing when I will get
my parcel
Bad opinion of fellow shoppers on social media
Not enough security
checks for payment
42 71
70
67
64
62
6160
60
53
52
48
59
47
E-shopper barometer – Ireland report November 2016
46
46
29
18
7
5
5
5
2
0
Preferred payment methods
%
C5 – Several payment methods exist when it’s time to pay online. What is your preferred one?Base: All (1652)Rq: Several answers allowed
Digital wallet (Paypal, Alipay)
Virtual Currencies (Bitcoin)
Domestic bank credit card/ debit card
Direct debit
Mobile payment app
Stored value cards/ Virtual cards/ e-money
Bank transfer
Other cards (American Express)
Visa/ Mastercard
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Paying online with digital wallets (Paypal etc) and Visa/ MasterCard
are the preferred payment methods, which is in line with the payment methods most often indicated as preferred across the European countries
24
13
10
E-shopper barometer – Ireland report November 2016
Most of the proposed delivery/ return options, and particularly next day delivery, would make e-shoppers more likely to purchase from a website. Heavy buyers are keener than others on having the possibility to
reschedule the time of receipt and on having a 1-hour time slot with advanced notifications.
Would the following delivery/ return options make you more likely to purchase from a website/ retailer?
%
Next day delivery
Possibility to reschedule delivery
Real-time information on delivery process
Saturday/ Sunday delivery
Advanced notifications with a 1-hour time window
Several delivery options
Evening delivery
2-hour window delivery in the afternoon
2-hour window delivery in the evening
Same day delivery
Delivery based on geolocalisation
84
83
81
81
79
78
77
77
77
74
64
YES NO
C16 – Would the following delivery/return options make you more likely to purchase from a website/retailer?Base: All (1652)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
88
86
83 84
83
81 81
7072
E-shopper barometer – Ireland report November 2016
C17 – Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer? Base: All (1652)
Would knowing the exact 1-hour window/timeslot of your delivery make you more likely to purchase from a website/retailer?
%
30 43 17 3 7
Yes, definitely Yes, probably No, probably not No, definitely not I don’t know
YES73% NO27%
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
The majority of e-shoppers (73%), and even more so Millennials and
Heavy buyers, would be more inclined to purchase from a website/retailer that offers a 1-hour
delivery window/timeslot
41 37
YES77% NO23%European average:
Engagement Index
E-shopper barometer – Ireland report November 2016
70
E-Shopping Engagement Index: a composite indicator that reflects both rational and emotional dimensions
An indicator based on
3 dimensions both rational
and emotional
The indicator id the same for
all 21 countries enabling us to
make a comparison
We can define the most important
drivers
according to the country
e-shopping
engagement Index
(0-100)
ENGAGEMENT ON 3 DIMENSIONS
FUNCTIONAL“Buying products online is efficient and effortless”
CONNECTION“e-shopping corresponds to who I am and to my way of life”
EMOTIONAL“e-shopping is a pleasure in my daily life and I can’t picture myself without it”
E1. On a scale from 1 to 10, how much do you agree with the following statement?
Base: All (1002)
E-shopper barometer – Ireland report November 2016
Ireland is less engaged to e-commerce than other European countries with an E-shopping Engagement Index of 70.2% which is below the European average (72.1%)
E-shoppers Engagement Index
Per country
72 - 100
69 - 71
0 - 68
N/A
71,7
66,9
72,4
70,9
67,8
69,4
75,1
70,1
70,2
69,4
73,3
70,2
67,8
72,7
64,9
71,2
68,6
71,3
72,4
67,1
74,2
Base: All (23450)
E-shopper barometer – Ireland report November 2016
e-Shoppers are split into three types of e-shoppers depending on their engagement with e-
commerce: the avid, the moderate and the ad'hoc. Avid e-shoppers are more emotionally connected to e-commerce than ad’hoc e-shoppers who
consider it mainly as something functional.
Buying online…
…is efficient and
effortless96
97
94
45% of e-shoppers are even less engaged to e-commerce. They are defined as
“Ad’hoc e-shoppers”
17% of e-shoppers are very engaged to e-commerce They are defined as
“Avid e-shoppers”
38% of e-shoppers are moderately engaged toe-commerce. They are defined as
”Moderate e-shoppers”
…corresponds
to my way of life
…is a pleasure in my
daily life and I can’t
picture myself without it
84
80
68
68
56
39
Base: All (1002)
E-shopper barometer – Ireland report November 2016
87
33
70
42%
42%
16%
Avid
59%
41%GENDER
5941
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
17% ofe-shopper
94%EMOTIONAL
97%CONNECTION
96%FUNCTIONAL
KEY BUSINESS ELEMENTS
74%often* orderphysical goodsonline
* at least once a month
4,5parcels receivedlast month
TOP 5 types of goodsbought online since january
64% Fashion
52% Shoes
46% Books
45% Beauty/ Health Care
39% DVD/ CD/ Video Games
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
SOCIALMEDIAUSED
DE
VIC
ES
US
ED
Desktop
45%Laptop
72%
Smartphone
48%Tablet
37%
Use…(on mobiledevices)
56%Both
27%Internetbrowser
17%App
62%have been buying online more than 5 years
83%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
Word-of-mouth
Recommendation from
relatives on social media
Website brand I trust
73%Publish or give feedback
21%Always shop on the
same website
2,9
5
6
1 10
1 10
1 10
E-shopper barometer – Ireland report November 2016
39%
44%
17%58%
42%GENDER
55 45
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
38% ofe-shopper
68%EMOTIONAL
80%CONNECTION
84%FUNCTIONAL
KEY BUSINESS ELEMENTS
56%often* orderphysical goodsonline
* at least once a month
3,5parcels receivedlast month
TOP 5 types of goodsbought online since january
57% Fashion
43% Books
43% Shoes
36% Beauty/ Health Care
30% High-tech/ Electronics
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
80
25
59SOCIALMEDIAUSED
DE
VIC
ES
US
ED
Desktop
40%Laptop
72%
Smartphone
42%Tablet
31%
Use…(on mobiledevices)
44%Both
40%Internetbrowser
16%App
55%have been buying online more than 5 years
77%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
70%Publish or give feedback
17%Always shop on the
same website
Moderate
3,3
4,7
5,6
1 10
1 10
1 10
Word-of-mouth
Recommendation from
relatives on social media
Website brand I trust
E-shopper barometer – Ireland report November 2016
36%
38%
26%53%
47%GENDER 53 47
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
45% ofe-shopper
39%EMOTIONAL
56%CONNECTION
68%FUNCTIONAL
KEY BUSINESS ELEMENTS
38%often* orderphysical goodsonline
* at least once a month
3parcels receivedlast month
TOP 5 types of goodsbought online since january
48% Fashion
46% Books
30% Shoes
26% Beauty/ Health Care
25% High-tech/ Electronics
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
72
18
57SOCIALMEDIAUSED
DE
VIC
ES
US
ED
Desktop
44%Laptop
68%
Smartphone
29%Tablet
28%
Use…(on mobiledevices)
40%Both
41%Internetbrowser
18%App
46%have been buying online more than 5 years
71%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
56%Publish or give feedback
17%Always shop on the
same website
Ad'hoc
3,4
5,1
5,2
1 10
1 10
1 10
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
Word-of-mouth
Recommendation from
relatives on social media
Website brand I trust
E-shopper barometer – Ireland report November 2016
The UK has the second highest E-shopping Engagement Index of Europe (74.2%), behind
Germany. The European average is 72.1%.
E-shoppers Engagement Index
Per country
72 - 100
69 - 71
0 - 68
N/A
71,7
66,9
72,4
70,9
67,8
69,4
75,1
70,1
70,2
69,4
73,3
70,2
67,8
72,7
64,9
71,2
68,6
71,3
72,4
67,1
74,2
Base: All (23450)
E-shopper barometer – Ireland report November 2016
e-Shoppers are split into three types of e-shoppers depending on their engagement with e-
commerce: the avid, the moderate and the ad'hoc. Avid e-shoppers are more emotionally connected to e-commerce than ad’hoc e-shoppers who
consider it mainly as something functional.
Buying online…
…is efficient and
effortless97
97
94
36% of e-shoppers are even less engaged to e-commerce. They are defined as
“Ad’hoc e-shoppers”
24% of e-shoppers are very engaged to e-commerce They are defined as
“Avid e-shoppers”
40% of e-shoppers are moderately engaged toe-commerce. They are defined as
”Moderate e-shoppers”
…corresponds
to my way of life
…is a pleasure in my
daily life and I can’t
picture myself without it
84
80
71
67
56
42
Base: All (1652)
E-shopper barometer – Ireland report November 2016
70
2247
43%
41%
16%
Avid
53%
47%GENDER 49 51
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
24% ofe-shopper
94%EMOTIONAL
97%CONNECTION
97%FUNCTIONAL
KEY BUSINESS ELEMENTS
76%often* orderphysical goodsonline
* at least once a month
4,9parcels receivedlast month
TOP 5 types of goodsbought online since january
54% Fashion
50% Shoes
49% Books
46% DVD/ CD/ Video Games
45% Grocery
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
SOCIALMEDIAUSED
DE
VIC
ES
US
ED
Desktop
43%Laptop
68%
Smartphone
44%Tablet
35%
Use…(on mobiledevices)
54%Both
33%Internetbrowser
13%App
72%have been buying online more than 5 years
45%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
Recommendation from relatives
on social media
Word-of-mouth
Website brand I trust
59%Publish or give feedback
24%Always shop on the
same website
3,9
4,6
5
1 10
1 10
1 10
E-shopper barometer – Ireland report November 2016
44%
41%
15%49%
51%GENDER 49 51
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
40% ofe-shopper
71%EMOTIONAL
80%CONNECTION
84%FUNCTIONAL
KEY BUSINESS ELEMENTS
66%often* orderphysical goodsonline
* at least once a month
4,2parcels receivedlast month
TOP 5 types of goodsbought online since january
50% Fashion
47% Books
43% Shoes
42% DVD/ CD/ Video Games
34% Beauty/ Health Care
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
73
2546SOCIAL
MEDIAUSED
DE
VIC
ES
US
ED
Desktop
42%Laptop
64%
Smartphone
42%Tablet
37%
Use…(on mobiledevices)
50%Both
30%Internetbrowser
19%App
67%have been buying online more than 5 years
45%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
60%Publish or give feedback
20%Always shop on the
same website
Moderate
3,8
4,7
4,8
1 10
1 10
1 10
Recommendation from relatives
on social media
Word-of-mouth
Website brand I trust
E-shopper barometer – Ireland report November 2016
42%
38%
20%52%
48%GENDER 47 53
LO
WE
R
UP
PE
R
AGE (Y.-O.)
18-34
35-54
55+
INCOME
36% ofe-shopper
42%EMOTIONAL
56%CONNECTION
67%FUNCTIONAL
KEY BUSINESS ELEMENTS
50%often* orderphysical goodsonline
* at least once a month
3,4parcels receivedlast month
TOP 5 types of goodsbought online since january
42% Fashion
40% Books
35% DVD/ CD/ Video Games
30% Shoes
27% Beauty/ Health Care
E-SHOPPER BEHAVIOUR
E-SHOPPING ATTITUDE
65
1736SOCIAL
MEDIAUSED
DE
VIC
ES
US
ED
Desktop
44%Laptop
62%
Smartphone
27%Tablet
23%
Use…(on mobiledevices)
40%Both39%
Internetbrowser
21%App
55%have been buying online more than 5 years
36%bought online from foreign websites
HOW DO YOU CHOOSEA WEBSITE? (TOP 3)
51%Publish or give feedback
25%Always shop on the
same website
Ad'hoc
3,4
4,9
4,6
1 10
1 10
1 10
There is no risk nowadays to leave personal information on the Internet, I feel safe
It makes me nervous to leave personal information on the
Internet
I want to be informed proactively at each step of the shipping and
delivery process
When making product & service decisions, I prefer to rely on official information from
the brands or retailers
I don’t need to receive any specific shipping on parcel delivery information once the order is confirmed
When making product & service decisions, I prefer to seek advice from social media
Recommendation from relatives
on social media
Word-of-mouth
Website brand I trust
How can we improve
engagement?
“Make me feel like a savvy shopper” – slick experience, responsiveness, up-to-date
“Help me to trust you” – payment, t & cs, returns, customer services, trustmarks
“Create a dynamic experience that works with MY lifestyle” – appropriate channels,
communication, flexible delivery and pick up options, returns
“Make it personal and keep ME at the centre of our relationship” – channels to suit the
consumer, feedback, communities, personalisation, communication
Thank you!
Maeve DwyerHead of Customer Services, Quality & Marketing
DPD Ireland
T: +353-9064-20524