Digital Insights study finds consumers prefer search engines to targeted ads
Almost one in three (30%) of all Irish online purchases made so far in 2022 have been through a mobile app. This is according to new Digital Insights research commissioned by Ireland’s largest representative body for online businesses, Digital Business Ireland (DBI).
The research was commissioned by DBI and carried out by leading polling firm, Ireland Thinks. It is based on a nationally representative sample, collected from a pool of more than 30,000 panelists.
The study surveyed the online shopping habits of the Irish public and demonstrated that, above all else, Irish consumers prefer search engines such as Google to targeted advertising. The results were then assessed across a wide range of demographics – gender, income level, age, and regional distribution.
Among its key findings, the Digital Insights research found that more than two-thirds of the population have made an online purchase so far in 2022, and 30% of all online purchases have been made through a mobile app.
He revealed that younger generations were not only more likely to buy goods and products online, but also to buy goods through social platforms such as TikTok.
DBI said the research demonstrates the need for businesses of all sizes to invest in and prioritize search engine optimization (SEO), paid search and Google shopping when marketing their brand. and their products.
“Our Digital Insights series provides a much-needed perspective on Irish consumers’ prevailing views towards online shopping,” said Lorraine Higgins, General Secretary of Digital Business Ireland. “With over two-thirds of our panelists having made an online purchase so far this year, the sheer dominance of the e-commerce market has never been more palpable.
“Google remains the most popular shopping channel for consumers, who value the convenience and reliability of the search engine. To meet this trend, businesses must harness the full power of Google’s advertising and marketing campaigns, to ensure that they drive consistent, quality traffic to their website and convert that engagement into online sales.
Higgins continued, “In terms of emerging patterns, our research demonstrates that younger generations, in particular, are more likely to purchase goods through platforms such as TikTok, as opposed to other cohorts. We are unlikely to see a reversal of this trend, so businesses will need a strong social media presence to access this customer base.
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