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New research indicates that digital advertising continues to play a decisive role in online buying behaviour, with more than half of Irish consumers influenced to make purchases through ads on websites and social media in the run-up to Cyber Monday.

The findings come from the latest Digital Consumer Index, commissioned by Digital Business Ireland and carried out by Amárach Market Research. The research shows that 56 percent of consumers who shopped online in the month before 1 December made a purchase directly after clicking on an online or social media advertisement.

According to Digital Business Ireland, the results highlight the effectiveness of digital advertising in converting consumer interest into completed sales, particularly during high-demand retail periods. The data suggests that well-placed and well-timed online ads remain a powerful commercial tool for businesses operating in a competitive digital environment.

The research also points to renewed momentum behind more established marketing channels. Forty percent of online shoppers reported making purchases after receiving email marketing communications. This trend supports feedback from Digital Business Ireland members that email marketing has regained prominence in 2025, offering a dependable way to reach customers alongside search optimisation and social media strategies.

In terms of consumer preferences, clothing emerged as the most popular online retail category, with 48 percent of shoppers making purchases, followed by cosmetics, beauty and wellness products at 35 percent.

Chairperson of Digital Business Ireland, Caroline Dunlea, said the findings underline the growing importance of digital advertising in the modern economy. She noted that with a significant proportion of online purchases influenced by digital ads, online marketing has become a core requirement for businesses seeking to grow sales and visibility.

She also highlighted the strong performance of email marketing, describing it as a reminder that carefully targeted, data-driven communication remains highly effective, even as technology and platforms continue to evolve.

For Irish SMEs, the research reinforces the need to invest in digital marketing capability. Ms Dunlea said access to the right tools, training and supports will be critical in helping businesses remain competitive and sustain growth in an increasingly digital-first marketplace.

Disclaimer: This article is based on publicly available information and is intended for general guidance only. While every effort has been made to ensure accuracy at the time of publication, details may change and errors may occur. This content does not constitute financial, legal or professional advice. Readers should seek appropriate professional guidance before making decisions. Neither the publisher nor the authors accept liability for any loss arising from reliance on this material.