Customer Spending

In the next 6-12 months, nearly half of Irish consumers intend buying the same amount across multiple industries (3+) as they did last year (47%).

Consumer loyalty remains particularly low in Ireland; 42% of Irish consumers do not feel loyal to providers (41% in 2011 and 42% in 2010).

Consumers are increasingly willing to switch providers – the number of customers who perceive switching to be low hassle has increased further in 2012 to 51% (up from 49% in 2011 and 2010).

Customers are Embracing New Technologies

Word of mouth, as a means of learning about companies, continues to be extremely important in Ireland – 86% of consumers use it & 68% agree it is important in their decision making.

77% of consumers evaluate companies more often than they had two years previously & 46% of consumers shop around for the best o�er.

The number of consumer’s who intend to buy less across multiple industries has dropped from 11% in 2011 to 9% in 2012

Interestingly, Irish consumers are now less loyal than those in other mature markets (the mature market average of consumers not feeling loyal is 24%)

23% of Irish consumers say they are in�uenced by negative comments posted online (up from 17% in 2011).

Traditional methods of marketing are starting to be replaced by newer sources of information:

73% of consumers use corporate websites to get information on service providers (up from 66% in 2011). (44% say it is important in their decision making.)

67% of consumers are using newer sources of information such as comparison sites and expert review sites.

(39% said these are important in their decision making.)

34% of Irish consumers say that they use di�erent channels to learn about and interact with providers.

Connected consumers also want “multi-channel o�erings”; Irish consumers are the highest users of multiple channels to obtain information about and select service providers.