invisible digital ibec tif talk march 2014
DESCRIPTION
Irish consumers spent €385 million online on gifts for Christmas. It's only going to get bigger...TRANSCRIPT
Invisible Digital © Amárach Research 2014
Invisible Digital an Amárach presentation
March 2014
Invisible Digital © Amárach Research 2014
After 5 years of recession, Irish consumers have gone digital,
with the result that a growing share of their spending has become
‘invisible’ in the wider economy.
It’s only the beginning…
Invisible Digital © Amárach Research 2014
Show Me the Future
The Digital Context
Showrooming Trends
Smart Opportunities
Invisible Digital © Amárach Research 2014
The Digital Context
Invisible Digital © Amárach Research 2014
Invisible Digital © Amárach Research 2014
Invisible Digital © Amárach Research 2014
Invisible Digital © Amárach Research 2014
Invisible Digital © Amárach Research 2014
Christmas 2013
Planned spend on gifts: €485
Actual spend on gifts: €458*
* Amárach omnibus January 2014
Invisible Digital © Amárach Research 2014
Digital Christmas
61% bought Christmas gifts online
January 2014 omnibus survey of 1,000 adults
Average online spend was €219
online spenders also spent €325 offline
Invisible Digital © Amárach Research 2014
Digital Share
= €385 million
Invisible Digital © Amárach Research 2014
Showrooming Trends
Invisible Digital © Amárach Research 2014 Source: Liberty Global/UPC surveys of Internet users, 2013
74
58
49 48 45
Poland Ireland Germany Netherlands Belgium
% research offline, buy online
Invisible Digital © Amárach Research 2014
Smart Shoppers
* Amárach survey of smartphone owners November 2013
49% have used their smartphone to check
for lower prices while still in store*
59% have looked at a product in a shop
intending to buy it online afterwards
Invisible Digital © Amárach Research 2014
Vulnerable Categories
Invisible Digital © Amárach Research 2014
Making my
life easier
Making my
life harder
Google 95% 5%
Microsoft 87% 13%
Samsung 85% 15%
Facebook 84% 16%
Apple 81% 19%
An Post 73% 27%
Supermarkets 71% 29%
TV Service Providers 58% 42%
Mobile Networks 55% 45%
Daily Newspapers 52% 48%
Petrol Stations 34% 66%
Electricity Providers 33% 67%
Banks 24% 76%
Government 9% 91%
Source: Amárach Research May 2013
Invisible Digital © Amárach Research 2014
Smart Opportunities
Invisible Digital © Amárach Research 2014
Invisible Digital © Amárach Research 2014
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