e-shopper barometer ireland report november 2016
TRANSCRIPT
E-shopper barometer – Ireland report November 2016
38%
41%
21%56%
44%
LO
WE
R
UP
PE
R
18-34
35-54
55+
29% 71%Urban
Definitions are based on online purchasing frequency Question A1: “How often do you order this type of goods online?”
For each individual, we calculated the annual average number of goods
purchased online – for all categories – by converting the semantic scale as
follows:
• At least once a week = 52 annual purchases
• 2 or 3 times a month = 30 annual purchases
• Once a month = 12 annual purchases
• Once every 2 or 3 months = 4,8 annual purchases
• At least once or twice a year = 1 annual purchase
• Every 2 years or less often = 0,5 annual purchase
• Non-buyers of the product category = 0 annual purchase
Then we consolidated the data at a country level and determined terciles
corresponding to the 3 segments (small/medium/heavy buyers).In some countries, the split is not exactly 1/3rd per group because of the distribution of the answers.
Small / Medium / Heavy online buyers definition
Heavy online buyers
(≥ 11,8 annual
purchases)
34%
Medium online
buyers
36%
Small online buyers
(≤ 1,5 annual
purchases)
30%
GENDER AGE (Y.-O.) INCOME HABITAT
SAMPLE DESCRIPTION
45%55%
Rural*
(*< 1000 inhabitants)
Millennials*
(*18-34)
2
Methodology
Sample, data collection and fieldwork dates
18+ y.o European e-shoppers that have ordered physical goods online since
January and then, received a parcel (coming from a national 18+
representative sample in terms of gender, age, region and income).
For the consolidated results at European level, a weight was applied to each
country in order to reflect the right proportion of e-shoppers between the 21
European countries studied.
□ 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
□ Poland: 1,500
Conducted from September 19 to October 7, 2016
Sample, data collection and fieldwork dates
Sample
Data collection
Fieldwork dates
□ Portugal: 999
□ Romania: 1,017
□ Slovakia: 1,001
□ Slovenia: 809
□ Spain: 1,519
□ Switzerland: 1,007
□ UK: 1,652
• Online data collection (blind: interviewees do not know who requested the study)
• 23450 interviews across 21 European countries
• Number of interviews achieved per country:
E-shopper barometer – Ireland report November 2016
Executive summary (1/2)
1- General market trends
• With 8.1%, Ireland's declared share of online shopping
among total shopping is below the European average
(9.6%).
• The level of connectivity to the Internet does not necessarily
imply a similar level of regular online shopping: Ireland has
a medium level of Internet penetration (81%) vs. the other
Western countries, but nearly two thirds of them regularly
buy online (51% overall, 63% of Irish Internet users).
• The Irish are amongst the most avid online shoppers for
fashion in Europe. They are generally relatively frequent
buyers ('at least once a month') - particularly for groceries
('dry goods') and fashion, books and beauty/healthcare.
• Nevertheless, some Irish e-shoppers declared that they
might stop purchasing certain items online (39%), naming
the need to save money as the main cause (45%).
• Regarding shopping habits, Ireland is in line with the
European average of online shopping habits regarding
websites, with 83% always or regularly buying on the same
websites. Ireland has a high rate of e-shoppers that use
tablets to make their purchases compared to other
countries, but a laptop is still the favourite device to shop
online.
3
2- Cross-border delivery
• A large percentage (75%) of Irish e-shoppers has already
bought at least once from a foreign website, and
unsurprisingly most commonly from the UK.
• The main drivers for buying abroad are the attraction of better
deals and the availability of specific products, whereas the
main barriers are concerns over delivery, return and security.
3- Latest purchases
• The types of goods that Irish e-shoppers spent the largest
average amounts on were high-tech/ electronics and leisure.
• A very high share (81%) of latest purchases, which were
mostly functional ones, were made on websites already used
before, and the majority of e-shoppers went directly on the
website, without going through a search engine (60%).
• Among the websites last purchased on, Amazon was ahead
of other retailers, with twice more visits than eBay.
• Delivery was free for 55% of Irish e-shoppers’ latest
purchases (a fairly low percentage compared to other
European countries) and home was by far the favoured place
of delivery (75%), followed by work (10%).
• 6% of e-shoppers returned their latest purchased purchases,
of which fashion was the type of goods that was returned the
most.
E-shopper barometer – Ireland report November 2016
Executive summary (2/2)
• 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.
4- E-shoppers’ behaviour towards e-shopping
• 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%).
• The more engaged e-shoppers are, the more they use and
are influenced by others’ feedback on social media.
5- Drivers and barriers to further e-commerce development
• Transparent product pricing and delivery costs and clear
return policies are the criteria considered most important
when buying online.
• Features most likely to prevent from buying online are
websites facing technical problems, complicated return
processes and a lack of stock.
4
6- Focus on payment and delivery options
• Paying online by digital wallet (Paypal, Alipay) 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.
• Home delivery is currently the most successful place of
delivery, but the strongest identified growth opportunity for
alternative locations is towards post offices and retail
stores.
• 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.
• In general, 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.
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 imply a
similar level of regular online shopping: Ireland has a medium level of Internet penetration (81%) vs. the other Western countries, but nearly
two thirds of them regularly buy online (51% overall, 63% of Irish Internet users)
Internet penetration in Europe : 81,5%
6
E-shopper barometer – Ireland report November 2016
The Irish are amongst the most avid online shoppers for fashion
in Europe They 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
7
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, and unsurprisingly most commonly from the UK. This share is in line with the ones of most countries
that, like Ireland, have a developing domestic e-commerce offer.
33
C7 – From which countries?Base: People that have already bought online from foreign websites (752)
Neighbouring countries: The UK
8
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
9
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)
11
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
13
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, Alipay) 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
15
E-shopper barometer – Ireland report November 2016
Usual delivery places & their growth potential
%
At home
To a post office
To the retailer store
To a parcel shop
To an alternative address (different from
home or work)
At your neighbour's home
To a parcel locker station
To a safe place agreed with the carrier
To a central collection depot
At work
84
11
9
4
7
7
7
6
2
20
0
0
97
80
73
62
63
59
58
58
47
55
C14 – Where do you usually have your parcels delivered to?Base: All (1002)C15 – Are you willing to have your parcel delivered to…? Base varies according to each itemRq: Several answers allowed
Have already use it
Would like to use it (among those who usually do not use it)
Millennials
Rural
Urban Heavy buyers
Small buyers
Displayed when at least +5 pts vs total
Home delivery is currently the most successful place of delivery, but the strongest identified growth opportunity for alternative locations is towards post offices
and retail stores, especially for Millennials and Heavy buyers on the latter
67
78 77
67
70
64
64
65
54
61
71
16
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
17