Businesses in Ireland and the UK are underrating the importance of the internet, which may be responsible for more sales than realised. This is according to a new study produced by IT services and business consultancy Cap Gemini, in association with the research group, Datamonitor.
The research covered over 500 consumers and also involved interviews with more than 130 executives from various sectors. Seven per cent of those surveyed were from the Republic and Northern Ireland.
"The report suggests that many consumers are using the internet to come to their purchasing decision," said Mr Brian Moore, Cap Gemini's Irish director for customer relations management. "They are then using traditional channels such as the phone or retail outlet to make their actual transaction."
Datamonitor research indicates that online commerce is set to increase rapidly across Europe, with online shopping revenues reaching $3.2 billion (£2.37 billion) in 2001. "These figures should worry those corporates who do not provide an interactive website," said Mr Moore, who claims Ireland is lagging behind the UK.
Depending on the sector, 50 to 80 per cent of consumers said they intended to use the internet within the next 12 months to contact companies. Almost half of those surveyed cited convenience as the main reason for using the internet.
The survey emphasises the importance of all modern communications channels, including call centres. Mr Moore claims consumers now expect to be able "to contact any company by telephone for a wide range of purposes . . . This is a note of warning for any company which does not currently use call centres . . ."
