With just two weeks until Christmas, research carried out by PML Group identifies the Christmas shopping habits of the Dublin population and their intentions for shopping in store or online with bricks and mortar shops still the preferred choice for shoppers.
As part its iQ research programme, the OOH marketing agency found that 31% of respondents indicated they intend to do less than a quarter of their Christmas shopping online. On the other end of the scale, only 11% indicated they would be doing three quarters or more of their shopping online.
Of those surveyed, 15% said they would be doing at least 90% of their shopping in store while 23% said they will do between 25% – 50% of their Christmas shopping online.
Some 61% of women intend to do less than half of their shopping online and only 7% of women intend to do more than 75% of their Christmas shopping online.
Earlier iQ research in 2017 found 65% of respondents visit a shopping centre at least once a week.
Commenting on the research Niamh Manning, marketing executive at PML group said: “The results of our iQ research on the intentions of the Christmas shopper proves the physical shopping experience is still the prevalent one and that’s good news for OOH media. Advertisements in retail environments are a prime location to reach relevant audiences. OOH has a proximity to retail environments that other media simply can’t achieve. Located on the path to purchase and with consumers already intent on buying, OOH can have a major influence on the purchasing decisions and choices of the consumer.”
