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BizReport : Mobile Marketing : September 15, 2016

Mobile dominating UK retail landscape

Mobile commerce in the UK is surpassing desktop, according to new research from Criteo, while apps drive a bigger percentage of shoppers towards purchase than the mobile web.

by Helen Leggatt

Mobile is now dominating the retail landscape in the UK, found Criteo's latest 'State of Mobile Commerce Report'. Retailers can no longer ignore mobile - whether apps or the mobile web - as well as mobile targeting strategies if they want to engage shoppers.

The UK, along with Japan, have surpassed parity with desktop and now sell more on mobile devices. Meanwhile, Australia, Brazil and France have all witnessed the biggest year-over-year increases in mobile's share of retail transactions. Furthermore, highlighting the effectiveness of mobile-friendly sites, those countries with the highest percentage of such sites - Japan, Australia and South Korea - saw the greatest share of mobile transaction. Mobile conversion rates are highest in the UK, Japan and South Korea.

"Mobile commerce has reached a turning point and is surpassing desktop purchasing as retailers continue to evolve their mobile shopping platforms," said Elie Kanaan, EVP, Marketing, Criteo. "Retailers need to create a truly seamless mobile and cross-device experience and be prepared to engage with users no matter where they are along the path to purchase. Brands that master the mobile trend will have a head start on competitors and the momentum to lead the pack through the shopping seasons ahead."

Tags: commerce, global, mobile, research

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