Race For Bargains Outweighs Security Concerns as Black Friday Frenzy Descends

Less than half of Irish consumers prioritise security over price when shopping online

.ie advises Irish consumers to Shop Smart and Stay Safe online this Black Friday

New research from .ie, the trusted national registry for almost 330,000 domain names, has revealed that while one in two consumers are concerned about online safety when making purchases this Black Friday and Cyber Monday, more than nine in ten say that price is the most important priority for them. Less than half ranked security among the top three priorities they look for when shopping on a website or eCommerce channel. The findings come as over 1.5 million (36%) Irish consumers are set to make a Black Friday purchase in 2024, up from 34% in 2023.

Speaking on the findings, David Curtin, Chief Executive at .ie said “It’s a surprise but not entirely unexpected to see that most Irish shoppers would prioritise price over security features when shopping online. The shopping frenzy that is Black Friday has increased significantly over the last number of years and that is set to remain the case in 2024. While we can often find ourselves getting excited about the prospect of bagging a bargain, we urge shoppers to approach online offers with a measure of caution. Stay alert - if it seems too good to be true then it very likely is.

By shopping on a .ie domain, shoppers can enjoy peace of mind knowing they are protected by the robust security measures we implement. .ie domains have considerably lower levels of cyber threats detected compared with international top-level domains including .com, .eu and .uk. By shopping local online, not only are Irish shoppers safeguarding their personal information, but they are supporting Irish businesses and the local economy this festive season”.

Security Concerns

• Almost two in three respondents are concerned about identity theft and phishing scams. Unsurprisingly, the 55+ cohort are more concerned about potential scams than other age groups. This includes concerns about data breaches, weak passwords and hacking and invasive targeted advertising.
• Almost one in four (23%) have been a victim of online fraud with two thirds stating they incurred a financial loss as a result. More than one in three respondents who were a victim of online fraud stated that they had lost trust in online shopping as a result.

Purchasing Channels

• More than one in three 55+ yos (36%) believe a mobile is less secure than a laptop/desktop for online shopping due to a perception that they are more vulnerable to theft, hacking and security lapses.
• For those who feel more secure when shopping from their mobile device, they state that trust in an App’s verification process and the built-in two-factor authentication offers them an additional layer of protection. Mobile devices are designed to regularly prompt users for automatic security and virus updates giving users peace of mind that they are safeguarded against vulnerabilities without needing to manage updates manually, as is the case with desktops.
• Mobile apps from Google Play and App Store are viewed as safer than potentially unverified websites on an internet browser.
• The consensus on digital wallets such as Google Pay, Apple Pay and Samsung Pay, is that they offer enhanced security and convenience with tools like biometric-based authentication (fingerprint or facial recognition). Respondents stated that a more streamlined payment process is available on mobile while desktop purchases can be more cumbersome. Interestingly, mobile users find their device easier to navigate which enhances their ability to spot suspicious activity due to familiarity with app layouts.

Trust in online shopping retailers and websites

• Less than half (45%) of respondents would consider the security features of a retailer website or eCommerce channel as a priority when making a purchase online.
• Unsurprisingly, price is the most important consideration when shopping online while more than 3 in 4 (79%) say quality of a product/service is an important consideration, followed by the range of choice.
• Online reviews are the most powerful resource for product and purchase research with three in four (74%) stating that they check reviews for a product when researching a potential purchase.
• More than half (53%) ask for recommendations from family and friends before making a purchase. Just over one in four (28%) research potential purchases on social media.
• Electronics and clothing are amongst the top categories respondents intend to buy this Black Friday/Cyber Monday.
• The 55+ yo cohort tend to be more cautious about online shopping with eight in ten stating that secure payment options are important to them when shopping online, this is followed closely by visible security features and whether the brand has a high street presence and visible contact details for the company (contact number and postal address).
• For 25-34yos, customer reviews (75%) are more important than secure payment options (66%) while website design is also a consideration.

Top Tips from .ie to Shop Smart and Stay Safe online this Black Friday

Ensure the website you are buying from has a security certificate – look for the lock symbol or https:// in the browser
This lock or ‘s’ means that the website is secure. According to .ie’s data analytics as of November 2024, 73.4% of content rich .ie websites are secured with a security certificate; this level of security is crucial to safeguard customers data.

Under European law, a website must  list a geographic address – before you purchase online, check that the site you are shopping on has listed a physical address before purchasing.

Shop on a domain you recognise - if a deal or price seems too good to be true, approach with caution. It is highly likely it could be a fraud attempt.