Just over a quarter (28%) of consumers cite 'things are cheaper online' as at the main reason why they choose to shop online in the run up to Christmas, according to a survey by Carat.
In addition, 18% of online shoppers said the fact that 'I can shop at any time' was a key driver of online purchasing.
The study found that 73% of Irish consumes will do 'some' of their Christmas shopping online this year, a figure that has dropped since last year, when 82% said they planned to shop online.
"The sense of doom and gloom over bricks and mortar retail stores may be overstated," Carat said, "with the vast majority (76%) of all Christmas shopping likely to take place in physical stores."
Consumers are also inclined to spend less online than in previous years, the study found. The percentage of respondents that have purchased (or plan to purchase) an item costing less than €10 online has increased to 52%, from 48% last year. In addition, respondents' maximum spend online has decreased to €128, compared to €160 last year.
On average, females (77%) are more likely than to carry out some of their Christmas shopping online, with 18-34 year olds (81%) also more likely to than other age demographics.
The survey comes one week on from 'Cyber Monday', the busiest online shopping day of the year. According to Sheila Buckley, head of eTail Excellence Ireland, 'Cyber Monday' is a positive development which “can only have a good effect on trading”, as it encourages Irish consumers to begin their Christmas shopping.
© 2013 - Checkout Magazine by Stephen Wynne-Jones