MENU

Online and mobile habits among Irish consumers?

LinkedIn Twitter Facebook

 

Author: Andy Mulcahy, Editor, eCommerce Worldwide and IMRG

 

The Republic ranks closely behind the UK and ahead of the EU average in terms of the EC’s Digital Economy and Society Index (DESI).

DESI is a mechanism by which the EC measures the relative maturity of an EU member state against the objectives of the Digital Agenda – a drive to increase the digital economies of EU member states and thereby promoting digitally-enabled cross-border trade, otherwise known as the Digital Single Market.

 

There is an interesting split in levels of internet access (77% in the north for example), partly reflecting the rural nature of much of the country. Demographically, there is also an interesting distribution of households with access to the internet with large domestic groups, either all adults or those with dependent children being more likely to have internet access. The group most likely to have access are those consisting of two adults and two children; a group also interesting to most marketers. Interestingly, 77% of households in Northern Ireland have access to super fast broadband (above 33 mbps) according to Ofcom in 2015.

 

online and mobile eCommerce in Ireland

 

In common with other countries with more advanced digital infrastructure, consumption patterns of media are changing dramatically, while online transactions are increasing. For example, nearly half of all adult internet users are consuming news output via digital channels. This is 20% lower than the EU average but overall levels of internet access are higher. By contrast, 68% of households with a television are consuming video on demand (VOD). Likewise, the use of social networking sites, online shopping and banking are all ahead of the EU average, indicating a willingness to transact online. Ireland.

 

In 2015 eir (Eircom Limited; www.eir.ie) carried out a consumer survey which, amongst other areas, looked at the types of devices present in households. Laptops were still the most popular device although this had fallen off by a modest 3% over the previous year. Tablets are certainly in the ascendency while smart TVs are one of the biggest gainers. This is reflected in the strong usage of VOD highlighted in the EC DESI data.

 

Overall, the picture being presented indicates an increasing adoption of digital technologies for accessing products and services. From a broader perspective, international merchants would be advised to not ignore the more traditional forms of communication; particularly when looking at building a brand in the country, even one that is only going to be available digitally.

 

For more information, please consult our Ireland ‘passport’ trading guide.

 

LinkedIn Twitter Facebook

Building an eCommerce fraud prevention strategy for Germany

Building an eCommerce fraud prevention strategy for Germany

Being the world’s fifth largest eCommerce market, Germany has become an exceptionally popular destination for online merchants looking to sell their goods and services. However, retailers should still be aware of the high levels of fraud to do with their number one payment method. Therefore, what do you need to know about building an eCommerce fraud prevention strategy for Germany?
Interview with Kai Li, Vice President of International at Revolve

Interview with Kai Li, Vice President of International at Revolve

eCommerce Worldwide Cross-Border Summit 2017 - Ahead of our annual event on 24th May, we interview Kai Li, Vice President of International at Revolve Clothing, to learn from his experience and knowledge in cross-border trading.
How does device usage differ in France, Germany, and the UK?

How does device usage differ in France, Germany, and the UK?

It is well known that the use of smartphones and tablets has grown rapidly but which device dominates the traffic and at what time of day across France, Germany and UK? And how does device usage differ between these Countries?
Delivery into Russia: what you need to know

Delivery into Russia: what you need to know

Online retailers know the opportunities that comes with expansion into Russia but entering this massive market comes with its delivery challenges. However, what do you need to know about trading and delivery into Russia?
Using non-commercial organisations to grow your online retail business in Russia

Using non-commercial organisations to grow your online retail business in Russia

Russia is frequently perceived by foreign retailers as a complicated and risky environment but there are a number of organisations in Russia that can help you understand this market environment and the rules by which the market plays. But who are they?
Agenda Announced for eCommerce Worldwide Cross-Border Summit 2017

Agenda Announced for eCommerce Worldwide Cross-Border Summit 2017

The agenda has been announced for the eCommerce Worldwide Cross-Border Summit and it boasts a wealth of retail experts with years of experience between them in expanding their brands overseas.
What can UK online retailers learn from major sales events in China?

What can UK online retailers learn from major sales events in China?

By cleverly orchestrating a string of headline-grabbing shopping holidays throughout the year, China is reinventing retail. But why are Chinese consumers embracing these shopping frenzies so readily and offers and how can overseas retailers learn from this to gain and maintain the competitive edge?
How WeChat is used for Business

How WeChat is used for Business

WeChat has been a hot topic for many marketers for a long time. However, how much do we really know about the most used social network in China? And how is WeChat used for business?
Ecommerce in Australasia

Ecommerce in Australasia

The New Zealand and Australia cross-border eCommerce markets are booming and it is looking to continue this way for the coming years. With almost 17 million savvy and highly engaged online shoppers in the region, what do you need to know about these eCommerce markets and which are the most successful retail sites there?
Ecommerce shipping to Australia

Ecommerce shipping to Australia

It’s easy for any retailer to be attracted to the impressive digital adoption Australia has taken with online retail sales of USD $9.5 bn last year. However, this success is not without its challenges as shipping into this widely fragmented country can affect your business - but how?

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2016© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More