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BizReport : Mobile Marketing : February 18, 2016

Survey: Mobile commerce driven by multiple devices

While online purchases are made via computer, it turns out part of the push for mobile purchasing is that multiple devices can be used. That's the takeaway from new Criteo data which indicates nearly half (40%) of ecommerce transactions involve multiple devices.

by Kristina Knight

Criteo has released the Q4 2015 State of Mobile Commerce Report, and among the findings are the multiple devices are leading consumers to make online purchases. While more than half (60%) of mobile purchases are credited to smartphones, their data also shows that about half (40%) of all ecommerce transactions involve multiple devices - smartphone, PC, tablet.

"Criteo's quarterly Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices," said Jonathan Wolf, Chief Product Officer, Criteo. "In order to better understand this digitally-savvy consumer, marketers need to stop looking at each device on its own, and start understanding the user behind them. Multi-device behavior is the new normal. Criteo's new Universal Match solution enables advertisers to zero in on shoppers at the time they are most likely to purchase, with a targeted message across all of their devices."

Other interesting findings from the report include:

• 4 in 10 online purchases occur across multiple devices
• 1/3 of multi-device purchases are completed via mobile device
• Mobile transactions increased 15% YoY (Q4 2014 vs. Q4 2015)
• Tablets account for more high-value sales than smartphones
• 37% of desktop buyers browse retailers sites via multiple devices
• 43% of tablet shoppers use multiple devices during the purchase journey

Image via Shutterstock

Tags: Criteo, ecommerce, m:commerce, mobile commerce, mobile marketing

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