Mobile is now playing an important role in most onlne purchases, with 50%of eCommerce transactions including a cross-device jopurney from the consumer, according to new research.
The study, from Criteo, looked 1.4 billion online transactions, revealing that 50% of purchases worldwide now involve multiple devices throughout the consumer buying journey, with the UK only just behind the global average at 49%.
Key findings:
50 per cent of eCommerce transactions include a cross-device journey
Apps are delivering higher conversion and over 50 per cent of sales for committed retailers
Tablets are the dominant mobile purchasing platform in the UK
Criteo’s research shows that early investment in apps is also generating significant payback for eCommerce companies that prioritised this platform. In the worldwide retail category, brands that make their app experience a priority generate nearly 60 per cent of mobile revenue from the app, up from 50 per cent in Q2 and heavily outperforming desktops. For travel brands that make their apps a priority, about 50 per cent of mobile revenue comes from the app.
“We continue to see the rise of mobile commerce in a cross-device world. Advertising strategies now need to include mobile at the centre if companies want to engage today’s savvy consumer. Marketers need to pay close attention to the consumer’s purchasing journey if they want to attract buyers and maximise sales,” said Jonathan Wolf, Chief Product Officer, Criteo.
Report Highlights:
Cross-Device is the Norm
Consumers are browsing and buying on all devices—laptops, tablets and smartphones. For brands to succeed, they need to invest in mobile and allocate digital spend strategically:
· For purchases completed on laptops and desktops, 50 per cent of buyers use at least one additional device during the shopping process
· On mobile, 47 per cent of smartphone buyers and 50 per cent of tablet buyers use an additional device
Apps are the Next Frontier
Brands that prioritise apps as a key revenue driver see profits surge. Ensuring that the app experience is seamless, intuitive and engaging is central to boosting engagement and conversions:
· Globally, for retailers who have prioritised their app experience, 58 per cent of all mobile revenue is generated through the app; travel is at 49 per cent
· Apps convert at a rate 3.7 times higher than mobile browsers and two times more than desktop in terms of adding to basket and buying
Tablets are Favoured
Consumers are more frequently choosing tablets as the preferred mobile shopping device. While all devices and channels should be optimised, tablets and smartphones are key vehicles for brands:
Tablets lead with 57 per cent of mobile transactions
Mobile conversion rate is 23 per cent higher for top quartile retailers than average retailers
Global mCommerce is Up
Mobile commerce activity is growing worldwide with Japan, the UK and South Korea seeing the most retail eCommerce transactions. Global brands need to be tuned into how different consumer segments behave in order to deliver the best cross-device and mobile experiences:
Mobile commerce now represents 35 per cent of eCommerce transactions globally with the UK in second place behind Japan
Cross-device purchasing is represented by 50 per cent of eCommerce transactions worldwide and 49 per cent in the UK
Download the complete Criteo Q3 2015 State Of Mobile Commerce report here.