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BizReport : Ecommerce : September 30, 2015


Criteo: Half of ecomm purchases are cross-device

When it comes to making online purchases, half of us are using multiple devices to make the decisions. That's the word from Criteo's Q3 State of Mobile Commerce report. Researchers found a full 50% of ecommerce purchases include a cross-device journey.

by Kristina Knight

The news from Criteo's new Mobile Commerce report should come as no surprise: more mobile devices are making those final clicks and more purchases journeys include multiple devices. However, although many of us thought m:commerce was seeing an uptick, the breakdown between smartphones and tablets is surprising. Researchers found 56% of mobile transactions are generated by smartphones and that smartphone conversion rates are twice as high for the top quartile of retailers than the average.

"We continue to see the rise of mobile commerce in a cross-device world. Advertising strategies now need to include mobile at the center 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 maximize sales," said Jonathan Wolf, Chief Product Officer, Criteo.

On a global scale, Criteo's report inducates about one-third of ecommerce purchases are now made on mobile devices and that half of global purchases include a cross-device journey. Other interesting findings from the report include:

• 58% of mobile revenue for retailers who have prioritized their app experience comes from apps
• App conversions are 3.7x higher than mobile browser conversions
• 39% of purchases completed via desktop include a cross device journey
• 43% of smartphone buyers use multiple devices for purchases, 47% of tablet users do so
• Cross device buyers are 20% more likely to complete a transaction via mobile






Image via Shutterstock

Tags: Criteo, ecommerce, ecommerce trends, mcommerce, mobile commerce, mobile marketing








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