The Irish Internet Evolution – Insights into the Irish online buying behaviour
posted by Julia Zittlau • 20 Jul 2012 • 0 comments
A recent study undertaken by IAB Europe presents incredibly up-to-date insights into the online behaviour of Irish people.
On average 80% of Irish people are online, which is 15% above the average for Europe. Whereas a couple of year ago ‘online’ meant simply sitting in front of your home or work PC, today the access location and device has branched out to a variety of opportunities. The result is increased mobility on interchangeable devices (smartphones, tablets, game consoles) which leads to a larger 24/7 online community. This is why brand identity and communication online in becoming increasingly important.
A total of 53% of Irish people find that the internet helps them to make better purchase decisions in particular when looking for travel, insurance, mobile phone services and electrical goods. Whether it is a comparison website, an exclusive online discount or a simple web search, shopping online is growing in popularity with 97% of Irish people that buy online. €1,837 million were spent online just between September and February.
We have summarised some of the details of this research in a quick presentation for you below. Feel free to share and comment.