65% of Irish consumers say they would not be likely to make a purchase from an online retailer that had previously suffered a data breach, according to new research published today.
The findings come as Digital Business Ireland (DBI) launches its new Digital Consumer Index, a regular barometer of consumer attitudes and behaviours in the digital economy.
The survey, carried out by Amárach Research, highlights that consumer reluctance is widespread after a breach, rising sharply among older demographics. Among those aged 55 and over, 81% said they would not purchase again from such a retailer. By contrast, younger consumers show greater tolerance, with 54% of 25-34 year-olds saying they would continue to buy.
These findings underline the heightened importance of cyber security in the digital economy, with the research suggesting that reputational damage following a data breach can have long-term commercial consequences. As Cyber Security Month begins on October 1, DBI is urging businesses of all sizes to prioritise investment in consumer trust and data protection.
The research also reveals notable trends in online spending:
- 87% of respondents made at least one online purchase in the past month.
- Almost half (47%) spent €100 or more.
- More than one in five (22%) spent €250 or more.
- Younger adults are leading the way, with 37% of 25-34-year-olds spending €250+, compared to just 13% of over-55s.
These patterns highlight how deeply embedded e-commerce has become in everyday life. The breadth of spending - from smaller, routine purchases to significant outlays over €250 - shows that online retail is no longer a supplementary channel but a primary marketplace for Irish consumers. Crucially, it is younger adults who are setting the pace, with their higher levels of discretionary spending pointing to long-term shifts in how and where money changes hands.
Responding to the findings, Caroline Dunlea, Chairperson of Digital Business Ireland, said: “These findings send a clear message - consumer trust is the bedrock of digital commerce, and once it is shaken by a data breach, it is incredibly difficult to win back. While younger shoppers may show more tolerance, the overwhelming majority of consumers want to feel confident that their personal data is safe. That confidence is not a ‘nice to have’ - it is fundamental to doing business online. Through the launch of our Digital Consumer Index, Digital Business Ireland will continue to track these shifting attitudes, providing timely insights to help businesses strengthen trust, improve security and meet consumer expectations.”
To learn more about how businesses can protect consumer trust, DBI’s A Guide to Protecting your Information & Business is available to download here.
