THE BORDER counties and southeast region lag the rest of Ireland for online shopping activity, according to an analysis of recent Central Statistics Office data by online consultancy firm Amas.

Its “State of the Net” bulletin shows that, in 2011, half of Dubliners had bought something online in the past 12 months, with the west of Ireland not far behind at 48 per cent. This compared to just 31 per cent in the Border counties – to be expected, given its lack of urbanisation – and a slightly more surprising 35 per cent rate in the southeast.

The 43 per cent national average is on a par with EU rates, but trails by some distance a 71 per cent rate in the UK.

“They’ve been at it longer. They had higher Internet penetration levels early on and we’re playing catch-up,” says Amas managing director Aileen O’Toole. The UK has also proven a more lucrative market for pure-play international e-tailers to target. “There’s more marketing in the UK, too – you turn on your telly and it’s Confused.com.”